Use your transactional emails to identify marketing communication contexts. Transactional emails that are sent directly after a transaction (e.g. order confirmations, login confirmations or password reset emails) are usually expected by customers. This is the moment when your customer’s attention to your offers is particularly high. If a customer reacts…
Marketing Automation campaigns can be built to last ages. Once set up correctly, they run continuously and produce results without you having to intervene. What sounds like a perfect measure also has its pitfalls when Marketing Automation campaigns are “forgotten”. After all, the campaign may eventually stop running properly and…
The communication for a transaction does not have to end after an order confirmation, shipping confirmation and, if applicable, delivery confirmation. Use transactions as triggers for automated follow-up campaigns. This is often the fastest way to turn simple transactions into advanced marketing automation. Some examples are: Satisfaction surveys with the…
Satisfied customers are good customers. So why not ask about satisfaction? Take the opportunity to take care of the dissatisfied ones. Thank the satisfied ones and ask them to recommend you. In the example, a satisfaction follow-up is sent automatically 7 and 180 days after a transaction. In the first…
“How are your email marketing efforts impacting our business’ success? What was the gain from spending such a large portion of our budget? What do you plan to do to improve your numbers next year?” Mr. Werner is faced with these and similar questions during his performance interview with his…
If you want to cover every niche-use-case in your marketing automation campaigns, you will produce unnecessary effort as well as unrulable complexity. Therefore always start bottom-up with the most generic cases when you set up a marketing automation campaign. The extensive possibilities of marketing automation entice to tinker with and…
The more recipients your message reaches, the better. Marketing automation helps you to promote referrals in social media. By recipients recommending your content via social media you can extend your reach beyond your own distribution list and largely free of charge. Furthermore, recommendations from friends seem more authentic than messages…
Not all your customers have subscribed to your newsletter. A newsletter or -mail marketing opt-in is the first step to develop customers in a targeted manner. For example, customers with an email marketing opt-in usually have a significantly higher turnover in eCommerce than customers without an opt-in. Therefore, use your…
High data quality in the form of complete and up to date user profiles is important in marketing. However, important data is often missing or outdated. Automate the data update and completion! With marketing automation you evaluate the completeness and/or topicality of your user profiles at regular intervals and automatically…
Due to the constantly growing number of online offers and comparison possibilities, new strategies are needed today to encourage potential customers to make a purchase. Psychological sales tricks can make all the difference. After all, the purchase of a product is often not made on a rational level, but through…