In the final part of this section on maximising automation
potential, we will focus on driving users to generate content, exploiting
cross-sell opportunities in transactional mail and targeting customers who
don't complete purchases online.
user to generate content
It is becoming more common now for
product and service providers to drive users to contribute their own opinions
on the company's website forum. The advantages to the provider are clear:
The forum feedback allows the provider
regulate product lines; invest more in good-sellers and discontinue
Positive reviews allow customers become
advocates, thereby increasing credibility amongst other potential prospects and
The forum keeps the debate on the company
platform; prospects can easily access the products and services they wish to
buy directly from the review
Similarly, negative opinion can be dealt with
immediately and concerns addressed in an open, transparent way
Given the prevalence of social media channels,
poor reviews will be posted on some platform anyway - it's best to face this
possibility head-on from the start
As a result of the valuable
information that can be obtained from user reviews, companies will often
incentivise you to give your opinion. Below is an example of how the retailer
"Halfords" drives purchasers to share their views (as another example Apple
will always invite you to post a review when a purchase is made on iTunes).
cross-selling opportunities in transactional email
As you can see from the "Aer Lingus"
example in the previous blog, any email that you send as part of an automated
campaign can provide an opportunity to promote other products and services,
highlight any key benefits, and drive the recipient to make a subsequent
However you should bear in mind what
role cross-promotion is to play in the email campaign strategy - you don't want
to "over-sell" your product and thus alienate potential customers. Similarly
the presentation and frequency of cross-promotional advertising needs to fit
with your brand direction.
customers who don't empty their baskets
cart emails getting 20 times the transaction rates and revenue of standard
email campaigns - Experian & CheetahMail "The remarketing report"
There are a number of reasons why
prospects make the effort to search for a product, build a shopping list and
then put these in a cart, but don't click "purchase". It may be down to time
(if it's a big list that they don't have time to complete), or it may be that
having reviewed the final price, they get second thoughts. Either way, it's a
good idea if you offer online shopping, to re-engage these prospects. Offer a
further incentive to complete the purchase (e.g. a discount, free shipping or
similar), or at the very least, get feedback on why this purchase wasn't made.
In conclusion, there are a number of
different ways that you can improve your automated campaigns - "re-engaging"
offers the opportunity to re-approach a segment that may not have been
interested first time round. Mapping to a sales/customer lifecycle allows much
more accurate delivery of messaging at key times. User-generated content is a
major advantage, given most prospects are likely to believe reviews and
feedback from peers than from a corporate entity. Transactional mails, like the
one used by Aer Lingus, allows you to cross-sell or upsell based on a specific
purchase. Finally, customers who empty their online shopping carts without
purchasing are clearly interested, but perhaps need a little incentive to make
that final step - why not re-engage?
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