...
Overview
...
Creating a successful Customer Retention program is no easy task:
...
Centralize and simplify the control and configuration of your marketing automation, here especially trigger mails and print from your BigQuery Data Warehouse
Unify the trigger and targeting logic with the dynamic content of the mail or print with Boxalino INDIVIDUALIZE supporting both with API and Dynamic Pictures integrations (compatible with any mail system)
Easy and customizable integration of audiences with main players like Mailchimp and with Boxalino Data Feeds
Go beyond E-mail and Print and create audience feeds for your Online Advertising with the same technical solution, configured in the same way
Technical solution
See the technical documentation how to configure RE-TARGET Triggers in BigQuery
What are the challenges?
What is wrong with typical approaches?
...
At Boxalino, we have the believe that too much focus is typically put on customer targeting and segmentation and not enough on relevance.
...
In that logic, knowing even more precisely when the customer is at risk might not change anything in the outcome (sending a message a few days before or later will not change anything if the customer is not interested in it).
What is the solution?
What can we do if customers don’t even open your mails?
Some improvement can help but only a little bit, like optimizing the time and day of the sending, the headline (and sub-headline appearing on the mobile phones before opening the e-mail) and avoiding overloading your customers with too many e-mails (making them ignore them by default).
...
Take the typical “newsletter subscription” invitation (often an overlay appearing on your web-site) and apply the same concept for what you wanted to communicate. If you consider a customer at risk and would like to offer him some incentives, make sure to show them this communication in case they do visit your web-site!
What makes the communication content relevant?
This brings us to the central opportunity which can be resumed like this:
...
| Info |
|---|
You can even artificially reduce the target scope, for example, if you are ready to give a customer 10% on everything, but you know he mainly buys a specific category of product, then showing him that the 10% is only on that category might make him pay more attention even if the offer is actually smaller. |
Our Top 10 Content Relevance Triggers
We provide here a list of Best Practices to consider to be relevant and develop your Omnichannel Communication with marketing automation:
Trigger | Why now? | Why me? | Comment | |
|---|---|---|---|---|
| 1 | A product you already bought (and might buy again) bought is in sales | It just started to be in sales and might not be for long | You already bought this product | Limit to only “re-buyable” products, extend to similar products |
| 2 | A product of your wish-list is in sales | It just started to be in sales and might not be for long | You added this product to your wish-list | Expand beyond wish-list (you positively rated, you pinned, …) |
| 3 | A product you bought is getting some love | this product just got it’s 100th positive review | You already bought this product | Limit to only “re-buyable” products, extend to similar products Extend to other social proofs changes: number of sales in a month/day, became #1 in its category, … |
| 4 | A new product you might like just came up | It’s a new product that didn’t exist before | It’s something highly connected to your affinities | Play with different threshold of affinities |
| 5 | A new story you might like | It’s a new story we just published | It’s related to a topic you care about | Play with different threshold of affinities |
| 6 | You might be out of stock | we are predicting you are running out based on your last purchase | It’s a product you re-buy often | |
| 7 | Nice for visiting us again | You recently visited the web-site (after a long absence) | You didn’t buy anything for a while, but your visit makes us hope it can change | Especially important in case of a visit without purchase |
| 8 | Today, we celebrate your [OCCASION] | It’s your day (logic depends, but it is today) | This occasion is all about you individually | Try with : birthday, first purchase birthday, nth year as one of our VIP customers, … |
| 9 | For you only, 10% on your favorite brand/category | we can’t give this all the time, but we he some limited stock now only for our best customers | It’s a brand/category you already bought several times | Indicate that you value repetitive business and you see they like a special brand/category to make it about them individually Give a time limit (opens door for 10) |
| 10 | Your time is running out | Something you earned is about to be lost | It’s an individual offer, so it’s running out only for you | Try different timing : 1 day before, 3 days before, several times, … Combine with loyalty point if possible |