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MARKETING AUTOMATION

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Lead Nurturing - Segment driven campaigns

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As part of our overall marketing automation set up, we tracked many different segments of subscribers. One segment we tracked is what we termed as the High Potential Segment. This is made up of subscribers who have either opened an email from us or visited the website in the past 30 days but have never made a purchase before. We believe their recent engagement makes them primed to become a customer and we often would target this group with specially crafted offers designed to encourage them to cross the gap from "window shopper" to become a customer for the first time.

For an event/attraction client with an average selling price of less than $20, we created a unique segment based on email subscribers and website visitors who were highly engaged in the past 30 days but had NEVER made a purchase before and send a campaign targeted to them.

We designed this campaign to go out to this segment in May to encourage these "window shoppers" to buy their tickets earlier for the upcoming May/June school holidays with a small discount. By targeting only this segment, we avoided offering discounts to our entire list and with a clear objective of getting these subscribers to become a customer for the first time. The campaign proved to be extremely successful with an open rate of 49.94% and click rate of 3.68%.

The strong engagement helped to drive over 250 ticket sales and $5500 revenue to BRAND new customers within a 7 day period. We pick a lull period to drive these additional sales and avoid discounting for existing customers.

Campaign for Lapsed Customers + One-time Customers Segment

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As part of our marketing automation tracking for the same event/attraction client, we realized we had two main "leakages" in our marketing funnel. One group was one-time customers who did not make the jump to become a repeat customer. Once someone becomes a repeat customer, they are more likely to continue purchasing over time. The second were customers who lapsed - defined in our terms as a previous customer having gone four months without making a purchase. There was often significant overlap between these two segments. We designed a campaign targeted at these groups with a special offer. This campaign was sent twice, with the second email sent only to those who did not open the first email. The overall open rate over the two emails was extremely impressive at over 62.6% and click rate of 2.8%. We manage to reactivate 2% of the recipients into making a new purchase over the next one month period.

Driving online store revenue from the email channel

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For a health food/supplement client, we were able to drive 32% of their overall store revenue from the email channel. This was using a mix of email automations such as Welcome Email automations, Abandoned Cart automations and also one-off campaigns to specially created segments.

Browse/Site Abandonment Automation

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Browse abandonment emails are automated messages sent to email subscribers who were viewing products on your website but never placed an item in their shopping cart. We created this automation for a client with excellent open rates of 66.25% and click rates of 7.3%. Besides the high engagement, the email automation also helped to drive significant revenue too.

Welcome Email Series Automation

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This Welcome Email Flow is designed to reach out immediately to our new subscribers who either subscribed to our newsletter either through our Welcome pop-up or registered on the website. The goal of this email automation was to engage our subscribers while the client’s brand was top of mind and get them to start opening our emails. By introducing additional information of client’s products early in their journey with us, we believe this would encourage them to become customers at some point. The automation proved to be extremely successful with an open rate of 43.34% and click rate of 4.015. Of the recipients who did open this Welcome email, 34% of them went on to make a purchase on the website within a six month period.

On this page

Lead Nurturing - Segment driven campaigns
Campaign for Lapsed Customers + One-time Customers Segment
Driving online store revenue from the email channel
Browse/Site Abandonment Automation
Welcome Email Series Automation