In my latest article I wrote about how creating new sales from inactive segment and transforming in paying customers.
I want to explain now, how triggers generate important sales opportunities for a cycled increase of your customer base, and to optimize your acquiring costs.
Getting Started – What are triggers?
They're user generated events made up by sequentially actions, such as: a click, the time on a specific page, etc..
The cascading events succession generates behavioural patterns that you can group by similarity and roll out marketing actions on that, through experiments analytically measurable.
What I just said it'll be written in "how to" article, about gathering and analyze behavioural patterns. Now, I address one much simpler: a time-based trigger, that can be easily programmed in advance.
Cross Promo Offer
I usually active the automation, "Cross Promo Offer" getting important results for my clients. The automation's goal is transforming leads (newsletter subscriber) into customers (through a first purchase).
A digression before moving on. I wanna talk about the email promotional item that should be created, helping potential customers to understand the products values, and as close as possible to their interests.
PROMO – The promotional item, may vary depending on your data, for example we can create:
- an offer, as close as possible, to a product category based on their recent sessions;
- a coupon code for mostly visited product page in their last browsing sessions;
- a discount based on cart value <= of X% of the AOV of the active segment (due to we doesn't know what kind of customer we're going to acquire).
The results, I usually got from this automation is more than 60% of guests in clients, in a time period strictly before the event.
This basic automation has a boost uplift in sales because of using one of Cialdini's 7 rules, in its final communications.
There are other automations for transforming leads in paying customers, always up and running ("evergreen"), that perform pretty much well, are principally based on:
- based on recommendations contents (machine learning algorithm),
- triggered by user behaviours.
Marketing Automation Template
In this example, time based, the automation starts when the scheduled event is approaching and other triggers presented below, in the first point.
- START - Activate automation when entering in newsletter list + has never visited the thank you page + does not have the tag active + has visited from 2 to 5 times a specific products + if entered before a specific date
- Send a first email
- IF has not yet visited the thank you page
- THEN send follow up
- ELSE add a tag ACTIVE to the customer
Meanwhile the emails were sent and the automation going to the end, you should highlighting promoted discount, using a persuasive copywriting.
Below you find the link for importing the automation described above, into your Active Campaign account.