At dotdigital, we talk a lot about our platform Engagement Cloud, and all the amazing features, like automation, that can add value to your marketing. But what if you don’t quite know where to start with all this functionality? With all the buzzwords – omnichannel campaigns, segmentation, product recommendations, SMS, push to mobile, and social retargeting – channel marketing can be intimidating for some online retailers.
There’s a perception that setting up automated customer journeys is a complex activity that requires substantial investment in precious time and resources, and this perception is often the biggest blocker to getting started.
In this article I’ll show how you can see massive ROI with minimal effort through Engagement Cloud automations.
My advice is to start simple:
- Decide which contacts you want to target and make sure you have a way to segment them
- Set up basic customer journeys for each segment
Program Builder, the automation tool in Engagement Cloud, makes step two easy, with pre-built templates you can choose from to get started. We’ve already done the hard work for you, all you need to do is add your campaign content!
I’ve included some recommended customer journeys below.
Give your new subscribers a great introduction to your brand with a basic welcome automation
Segment: Brand new subscribers
A welcome journey is an automation triggered when a subscriber signs up to your newsletters. The content of your welcome communications introduces your brand and sets your contacts’ expectations for the types of communications they will receive from you.
The below example from Nude by Nature outlines the brand’s purpose: a commitment to natural, cruelty-free products. Plus, the message also incentivizes subscribers to make their first purchase by offering a discount coupon. The “Shop Now” button makes it easy to return to the website and start browsing.
Nurture your customers and inspire loyalty with a helpful post-purchase automation
Segment: New customers
A ‘post-purchase’ journey is an automation triggered when a customer makes their first order from your store.
Note that a post-purchase journey is separate to transactional emails, which contain order updates such as delivery status and postage information.
This example from Baxter Blue is sent to customers after their expected delivery date to check in and make sure they’ve received their product. As well as reiterating the benefits of their glasses, customers are also given advice on what to do if they have still not received their delivery.
Help tentative shoppers make quicker decisions with abandoned cart or checkout reminders
Segment: Undecided online visitors
Abandoned cart or abandoned checkout journeys and campaigns can be triggered via your store’s Engagement Cloud integration, as a reminder to customers who have left an item behind. A discount or an offer of free shipping might help entice them to follow through with the purchase, or you can take the opportunity to educate the recipient about your brand.
This cheeky example from Remedy Drinks exemplifies the brand’s laid-back tone of voice, and the link to the product makes it easy for customers to click through and complete their purchase.
Entice lapsed subscribers back to your brand with re-engagement journey
Segment: Unengaged subscribers
A re-engagement journey aims to reactivate subscribers or customers who are no longer engaging with your emails. This is a good opportunity to start experimenting with adding your contacts to social audiences to engage with them via another channel. You can use our Facebook retargeting automation template (below) or set up your own journey – it’s as simple as adding a node to your automation.
Marketing automation isn’t supposed to be difficult. You don’t have to do everything all at once; prioritize and focus on the basics. Choose key segments you want to engage with and build simple customer journeys to capture their attention. You can grow your omnichannel strategy (and brand) from there. If you’re not a dotdigital customer, you can watch a quick demo of Engagement Cloud here.
And if you fancy your hand at more triggered programs, grab a copy of our free automation planning worksheet.