Overview

Creating a successful Customer Retention program is no easy task:

• creating communication content takes a lot of resources and doesn’t always raise a lot of attention

• typical trigger mails are often hard to setup and, with a few exceptions, don’t contribute much to the total sales

• print is expensive and hard to track

• etc.

Boxalino RE-TARGET is an attractive solution to help you in such a task in several ways:

• 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.

Don’t understand us wrong, targeting is very important. For example, to identify when you might lose a customer (customers at risk) is critical, but it’s not enough, knowing customer are at risk doesn’t magically gives something interesting to tell them.

As a result, your e-mail (or print) is likely going to be ignored and the prediction that the customer will be lost is not effectively avoided in most cases.

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).

What can make a bigger difference is to communicate not only by e-mail, but also by print, with online advertisement and, what is the most important, on the web-site itself.

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:

Communicate to your customers when you have something of personal relevance to tell them

Which brings the key question of what are the triggers which make a content relevant for someone. We believe it is best answered by having a good answer to the following questions:

• Why now?
  That’s the most important question. As a customer you can try to communicate anything at any time to me and many other e-shops already do so, so why should I pay attention to your message now?
  

• Why me?
  That’s the second part of the solution. You might have a special deal which is only for today (which answers to the Why now?) but if I don’t care about it, then it doesn’t work for me.
  
  Depending on the case, the target might be more or less broad but the rule should be the narrower the better, because two offers might have the same value for the same customer but one might be addressing a target of 100 customers and the other of 10’000, the first one will often be perceived as more relevant.

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: