Retention Automation: Planning the Post-Purchase Party
Imagine planning a party where you spend all of your time and money sending out invitations, while completely forgetting to plan what to do when your guests arrive. Your well-crafted invitations were enticing, and compelled the lucky recipients to immediately RSVP with an enthusiastic “Yes!”
The big night arrives, there’s a line at your door, and you have done absolutely nothing. Your place is a mess. You haven’t decorated. There’s no food. Nothing is planned to deliver on the excitement promised in the invitation.
Do you think your guests are going to hang around while you frantically scramble to keep them entertained? Most will probably see that you aren’t delivering on the dynamic evening they expected and head for the door, likely to RSVP “No way!” to your next invitation.
While this sounds like lunacy, this is how many marketers treat their shoppers. Email sign-up forms offer discounts for a first purchase, and your site is beautiful and engaging. These enticing invitations to sign up and start shopping may work well to bring in new subscribers and site visitors, but what do you do once they are in the door?
Many marketers will spend lots of time and money focusing on new customer acquisition, but will lose focus on how to keep those customers engaged and coming back to buy again. A well-designed retention automation strategy can help you to boost ROI by fostering customer loyalty and encouraging repeat purchases. These campaigns often cost less than new customer acquisition efforts, and can be more targeted since you have historical browse, profile, and purchase information. Behavioral patterns emerge when purchaser data is analyzed, allowing you to target automated campaigns to groups of customers that will help to move them along the customer journey.
You probably already have the framework for a basic post-purchase experience (order and shipping confirmations, a customer service check-in), but you are likely missing out on the revenue potential that comes from a retention automation strategy.
Ready to get started? Not sure where to begin? Well, check out Emarsys’ “7 Steps to Successful Retention Automation” whitepaper to learn what you and your team need to do to start enriching the customer journey for your purchasers.
Here are the 7 steps that will get you and your team started with retention automation:
- Automate and Simplify Data Collection.
- Develop Scoring and Segmentation Criteria.
- Utilize Smart Metrics.
- Integrate Your Engagement Platform.
- Measure the Impact.
- Establish Your Reporting Routine.
- Encourage Experimentation.
It’s time for you to revisit your marketing strategy to ensure you are keeping your customers engaged after they have purchased, and coming back to buy again. Don’t make your customers run for the door because you haven’t delivered on the excitement and momentum that got them to make their initial purchase.
Download the 7 Steps to Successful Retention Automation today and learn how you can bring some life to the party and keep your customers coming back for more.