Along with the large scripts, we launched several simple certain products receives triggers that consist of a single message:
Motivation for the first order. It is part of the welcome chain. If during its passage the new subscriber has not made any purchases, then he is sent an additional letter and a push with a promo code.
Recommendations a selection of similar job function email database ones and a promo code. If their interest resulted in a purchase, the trigger will work in 10 days, if the product remained in the basket or favorites – the next day.
Thanks for the review.
If the user leaves a review on the site, he will receive a promo code for the next purchase.
Automatic letters were introduced into the email marketing of “WinLab” in several stages. To prevent the scenarios from interrupting each other and website for multilingual seo overloading users, we formed a single logic of trigger communications.
Each new trigger was woven into the overall certain products receives system. For example, in the abandoned family, viewing was initially suppose to be the second after the basket. But this effectively canceled the selecte stage, because before adding a product to the wishlist, it is usually viewe. Therefore, we propose changing the order of these filters.
And the abandone search was adde later, and we neede to find a place in the queue for it. We decided to focus on the degree of interest shown in the product. So it ended up in third place out of five, between the wishlist and the view.
Product in the cart – the customer is ready to purchase.
Product in favorites – the customer is considering the possibility of purchasing.
Product search – the customer is intereste lithuania phone number in a specific product.
Product preview – the customer knows about a specific product.
Category view – the customer knows about the product group.
We also defined the priority of all scenarios certain products receives together with the client and set limits on sending. In particular, we decided that triggers would not work for users who had already made a purchase in the last 24 hours. And during the welcome series, the subscriber would not receive any other mailings at all (including mass ones).
Frequency
Limitations help not to irritate subscribers with intrusive communication. On the other hand, the brand is intereste in the largest possible number of messages, because each of them can lead to a sale.
To find a balance, we conducted testing
For this, we selected the most popular branches from the abandoned scenario – viewing and category. Initially, each of them could only be triggere once a week. For half of the users, we replaced this rule with a daily one for a month and a half.
The result was excellent. The number of letters and push notifications in the test group was 1.9 times higher, and revenue was 2.74 times higher! At the same time, the internal metrics were also higher:
Thanks to the tests, we understood the level of customer loyalty to the VinLab mailings and gradually increased the volume of sending profitable triggers.