Launching a new email & sms marketing automation – the process.
Capturing new subscribers through the site revamp.
Given the tight timeline, we focused on capturing as many new subscribers as possible through website pop-up forms, while also engaging and warming them up with consistent email campaigns.
Our first order of business was to create an introductory pop up offer for new subscribers. A secondary sign up was offered in the footer to capture people that closed out of the pop up.
Maximize the client’s small subscriber list.
Although the client had a small subscriber list ready for immediate campaign outreach, the first step was to transfer the data from Yotpo to Dotdigital. Once the back end data tasks were handled, it was time to create email campaigns in the new Dotdigital platform.
In the first month, we created three email campaign templates aligned with the new website design. This prepared us for the next phase: launching email campaigns to boost engagement, announce new products and promotions, and build excitement for Black Friday and Cyber Monday.
Build and launch key automated email flows.
We identified the as our top 3 automations for the client to have in place prior to Black Friday:
- Welcome Flow
- Abandoned Browse
- Abandoned Cart
Welcome Flow
Data Capture via the pop up form and Welcome flow work together to convert website visitors into subscribers, then first-time buyers, and ultimately loyal customers. For the client, this was a critical initial step to enhance their current customer journey.
The Welcome series included three emails, pictured below. We programed Dotdigital to remove the subscriber if they have purchased prior to sending out emails two and three. The goal was to speak to the subscriber where they are in the sales funnel while preserving the client’s email deliverability along with their sender reputation. This mitigated unsubscribes and spam complaints.
Abandoned Flows
An Abandoned Cart Series is a crucial touchpoint that Ecommerce businesses cannot afford to overlook. Without a robust series in place, potential sales are lost. For the client, the 3-step Abandoned Cart Series effectively encouraged customers to complete their purchases while highlighting compelling user-generated content.
Furthermore, we wanted to close the gap further by implementing an Abandoned Browse flow. The Abandoned Browse flow is a crucial tool for transforming interested browsers into buyers. Without this, there is a substantial missed opportunity – targeting users who explored products but didn’t proceed to checkout.
Create and promote an exciting customer loyalty program in time for Black Friday.
To round out our launch strategy, we built and promoted a new customer loyalty program just in time for the big holiday weekend. The program was built via Stamped which seamlessly integrated into the Shopify store.
