Win-back Automation
This automation will save you a lot on customer acquisition cost, because winning back former customers can be significantly more cost-effective than acquiring new ones.
A successful ecommerce store should assure that 25% of their sales are coming from existing customer that are coming back periodically and making repeated purchases.
In this chapter, you will find the following sections:
Understanding the Win-back automation
Setting up the Win-Back automation
Win-Back Automation Report
Understanding Win Back Automation
Depending on the nature of your product the customer would have a purchasing cycle behavior which is the frequency that makes them in need to reorder any given type of product.
As an example:
Cosmetics businesses: monthly basis,
Apparel stores: quarterly basis
Furniture stores: yearly basis.
When the automation is live, the customer that didn't make a purchase by the end of their buying cycle will receive a first message to remind them about your brand.
A second one offering them a discount to start shopping. When they haven't made a purchase, they will receive a third message reminding them of the offer.
Exclusive offers and coupon are always great incentives for the customer to make the second purchase.
Setting up the Win-Back automation
To start using this feature, follow these step-by-step instructions:
Add your e-commerce platform app
Prepare the templates for the First-purchase messages you will send.
To create First-Purchase messages, go to the creating message templates chapter
To set up the Automation, go to Outbound, automations, and click on setup in the Win back box.
Discount Coupon
Once you’re in, You will be asked to create the coupon that will be used in the automation.
Select a suggested coupon or customize your own by clicking Create Custom Coupon, then click save & continue.
Trigger
First thing we have here is the trigger. It contains the number of inactive days your customer has to be for the automation to start
To set the number of days, click on click to setup, enter the number of days and save
The message template card contains our message.
First message:
To set them up we need to press on click to set up.
Each card has a Delay. Which is the time the automation waits before sending the message.
Template Message: the message that will be sent to the customers when the delay ends.
Lets select our "we miss you" message.
Then save.
Second message
To add the second message containing the coupon, click on the add button
Set the delay time and the message containing the offer and save
Third message
Its a best practice to add a third message to remind your customers who haven't made a purchase yet of the offer to give them an extra push
Now that your automation is all set, click set live to launch
Win Back Automation Report
Automation overview:
In the page title, you can view the following automation statistics:
Started (1): The number of customers who started the campaign and fulfilled its requirements.
Exited (2): The percentage of customers who exited the campaign before completing it.
Completed (3): The percentage of customers who completed all the steps of the campaign.
Purchased (4): The percentage of customers who made a purchase through the campaign.
Revenue (5): The total revenue generated from the e-commerce store through the campaign.
You can also track the stages of the campaign and the statistics of each level separately.
Detailed report:
Trigger (1):
Within the operator card, you will find the number of customers who started this campaign.
Card report:
Each card contains two parts:
1. Delay Time (2):
- Waiting: The number of customers who are still waiting for the delay time to end.
- Progressed: The number of customers who have completed the delay time and moved to the next step.
2. Message template report: (3):
- Sent: The number of times the message was sent to customers.
- Delivered: The number of times the message was successfully delivered to customers.
- Read: The number of customers who have read the message.
- Replied: The number of customers who have responded to the message.
- Bounced: The number of times customers bounced from the action.
- Clicked: The number of customers who clicked the call-to-action button.
Completed (4):
This section shows the number of customers who have completed this campaign.