If you already use it, find out what automation options it offers. For example, the DashaMail service has a full-fledged CDP (customer data platform) – a system that creates a database of all clients and launches a personalized mailing for each of them based on the data received.
CDP collects information from
different sources and combines it into a single profile for each subscriber. The client
base is segmented based on this data. CDP allows you to launch communication with
the client, including automatic personalized communication, if a certain trigger
scenario occurs.
For example, if the price of an item abandoned in the shopping cart has dropped, the
service will send a letter informing the customer about it, addressing them by name.
Step 2: Enable Transactional Messages
Transactional letters are understood to be primarily of a technical nature: password
recovery, purchase confirmation, order status change. They are sent in response to the client’s actions and are delivered instantly.
Usually, such letters are left to
the developers, because they cannot directly sell or advertise anything. However,
marketers should control their visuals and content. After all, according to Smart
Insight statistics , transactional messages can increase revenue by 33%. How is this
possible? It’s all about the loyalty of mailing services to such traffic: according
to AVARI research , the open rate of transactional letters is 4-8 times higher than that of others.
This is how Chitai-gorod notifies that the payment has been rejected.
Letter informing that payment for an order has failed
And this is a letter from Steam about recovering your account password.
Letter with code to change account password
The DashaMail service allows you to send such service letters using the transaction
API . At the same time, you can receive summary statistics directly in your personal
account.
Step 3: Implement trigger scenarios
Triggered emails are a response to a specific action or inaction by a subscriber. They demonstrate good click-through rates compared to mass mailings due to narrow
personalization: according to a MarketingCharts report , the open rate is 25% versus
14.2%.
There are many types of trigger mailings. Don’t rush to grab everything at once. The choice of triggers and the number of letters within the chain depends on specific business tasks.
1. Create a list of triggers that are relevant to you and prioritize them.
2. Implement the most necessary fusion database ones first. Monitor their effectiveness.
3. Move on to more complex and expensive solutions once the minimum set has been worked out.
Let’s briefly go over the most popular ones.
Welcome chain
The most obvious example of a trigger mailing. The welcome chain is launched after
registration or subscription on the site in order to establish contact with a potential client. Does not require complex integration. phone number data The first letter is sent to the mail immediately. As a rule, the subscriber finds a bonus in it, which he is promised in exchange for his email.
This is what a welcome email from Bobbi Brown looks like with a generous 15 percent discount on your first order.
Welcome letter with 15% discount on your first order
And so ClourPop welcomes a new twd directory subscriber and promises a 10% discount on the first order.
Welcome letter with 10% discount on your first order
To increase loyalty, add a congratulations trigger . You can set up sending emails on the subscriber’s birthday, their children’s birthday (very common among online stores specializing in children’s goods) or the site itself, as well as on the anniversary of registration and other holidays. On such days, naturally, you can’t do without gifts.