CONVERT
Turn Page Views Into Revenue
GOAL: Convert subscribers' and customers' website visits that didn't result in a purchase or cart creation into a purchase.
Playbook | Target Audience | Message Content | Goal |
---|---|---|---|
Now In Stock - Notify your visitors when out of stock products they viewed but not purchased are back in stock. | Those who viewed an out of stock product. | Back in stock information for the out of stock product viewed. | To re-engage your audience and increase overall site conversion. |
Last Viewed Products and Alternatives - Encourage visitors to come back to your site when they view products but do not make any purchases. | Those who view products but do not purchase. | Viewed products and alternative products viewed by visitors who viewed the product the user did. | To raise product awareness, encourage purchases and increase conversions. |
Abandoned Cart - Encourage would-be customers to complete their purchase when they leave items in their shopping cart. | Those who add items to their cart but do not complete their purchase. | The items that the recipient has added to their cart with a promo code or special offer. | To recover abandoned purchases and increase overall site conversion and AOV. |
Abandoned Cart with Recommendations - Encourage would-be customers to complete their purchase when they leave items in their shopping cart. | Those who add items to their cart but do not complete their purchase. | The items that the recipient has added to their cart with alternative product. | To recover abandoned purchases and increase overall site conversion and AOV. |
Category View - Send an e-mail including best sellers based on the category the visitors viewed during their site visit. | Those who viewed a category listing page but didn’t browse through any product in that category. | Category best sellers based on viewed category. | To raise category awareness and increase overall site conversion. |
Express Shipping - Notify your visitors when express shipping offer is available for the products they viewed but not purchased. | Those who viewed but not purchased a product which qualifies for express shipping. | Express shipping information for the product viewed. | To encourage purchase and increase overall site conversion. |
Favorite Category New Arrivals - Inform site visitors about new product arrivals in their favorite category. | All visitors who have viewed and/or purchased a product. | New products in visitor's favorite category. | To create 1:1 engagement, raise product awareness and increase overall site conversion. |
Favorite Category Top Sellers - Inform site visitors about best-selling products in their favorite category. | All visitors who have viewed and/or purchased a product. | Best-selling products in visitor's favorite category. | To create 1:1 engagement, raise product awareness and increase overall site conversion. |
Favorite Product Reminder - Remind your visitors of the products they added to their favorites but did not purchase. | Those who add products to their favorites but did not purchase. | The products added to favorites along with a reminder message. | To re-engage your audience and increase overall site conversion. |
Low Stock - Notify your visitors when the stock level of the products they viewed but not purchased drop below a certain threshold. | Those who viewed but not purchased an item for which the stock level has dropped. | Low stock information for the product viewed. | To create a sense of urgency, encourage purchase and increase overall site conversion. |
Price Drop - Notify your visitors when the products they viewed but did not purchase are on sale. | Those who viewed but did not purchase an item for which the price has dropped. | Price drop information for the product viewed. | To inform visitors about relevant offers, encourage purchase and increase overall site conversion. |
Price Drop with Recommendations - Notify your visitors when the products they viewed but did not purchase are on sale with relevant recommendations for other products viewed by visitors who viewed the same. | Those who viewed but did not purchase an item for which the price has dropped. | Price drop information for the product viewed and alternative product recommendations. | To inform visitors about relevant offers, raise product awareness and increase overall site conversion. |
Search - Inform your users about most viewed products regarding their on-site search. | Those who performed an on-site search but did not view any products | Viewed products by other visitors who searched the same keyword. | To inform visitors about relevant offers, raise product awareness and increase overall site conversion. |
GROW
Strategy | Message Content | Target Audience | Playbook |
---|---|---|---|
Use purchased item as a reference and send a post-purchase email including relevant recommendations based on products bought by other customers who bought the same. | Recommend other items purchased by customers who bought the same product. "Frequently Bought Together", "Bought also Bought" | Those who made a purchase | Cross Sell |
Send a post-purchase email within a certain timeframe in order to promote a selected product category or subcategory on your site. | Image and details of best selling products in promoted category or subcategory. | Those who made a purchase | Category Cross Sell |
Automatically analyse the average time between consecutive orders made by each customer in the given product category and send an email reminding your customers that it’s time to buy again. | Image of the product that you are reminding the customer to repurchase along with the top sellers in the purchased category. | Those who purchased consumable products | Replenishment by Top Sellers (Periodical) |
Inform site visitors about best selling products in their favourite category. This algorithm cross-references most viewed categories with category purchases made within a given timeframe, eliminates the categories in which purchases were made in order to determine customer’s favourite category (usually sent on a weekly basis). | Best selling products in visitor's favourite category. | All customers who made a purchase | Favourite Category Top Sellers |
RETAIN
GOAL – Minimise churn and turn purchasers into loyal, long-term customers.
Strategy | Message Content | Target Audience | Playbook |
---|---|---|---|
Make your customers feel special on their birthday with a thoughtful message and a special offer. | Celebratory message along with a special offer or discount coupon. | Those who are celebrating their birthday | Birthday |
Send a follow-up message when your customer purchases any product from your store. | Image and details of the purchased item and "Make a Comment" or "Rate your Transaction" type of message. | Those who made a purchase | Comment After Purchase |
Send a signup anniversary email one year after member's subscription or for the subsequent years. | Send special offer celebrating the anniversary along with a thank you message. | Those who signed up a year ago (could be repeated for each year) | Signup Anniversary |
WIN BACK
Win Back Lapsed Customers with Email
GOAL – Reactivate lapsed customers into active customers.
Strategy | Message Content | Target Audience | Playbook |
---|---|---|---|
Reconnect and win back customers who haven't visited or purchased from your store within a given timeframe. | Discount or free shipping offer with products from last viewed category or previous week's best sellers. | Lapsed customers | Lapsed Customer Win Back |