As you prepare for Black Friday and Cyber Week, we recommend giving your online sales funnel some attention. Without a proper sales funnel you can drive all the traffic in the world to your website but it will not convert to tangible business. Based on your customer’s interactions with your store, you can create pathways to help you drive more revenue. You can build journeys for key events for your business, including:
• Abandoned cart
• Post-purchase
• Abandoned browse
• Site visit
• New email signup
Here’s a walkthrough of how you can incorporate some effective email tools to make actionable change on your website. Select a starting point to kick off your customer’s journey and add rules and actions that dictate which paths they’ll take and what messages you’ll deliver to them. In this example, we’ve created a post-purchase journey to drive repeat purchases among customers that buy specific products.
Step #1: Multiple starting points
With multiple starting points you can bring in customers who have bought specific products from your store into one journey that introduces them to other items that they may be interested in.
Step #2: Delayed communication
Set up a delay. We recommend one week so that you’re re-engaging the customer while your business is top of mind, while not inundating them with emails immediately after they purchase.
Step #3: Tag every customer to a category
Tag this customer based on past purchase product category so you can send them targeted emails when you add new products or discounts to this category.
Step #4: Branching points
Add a branching point to deliver a message to customers based on whether or not they have purchased the new item you want to promote. If they haven’t purchased this item, send them the product follow up email using an existing template or create a new one. Branching points help you send relevant emails to the right customers. By sending messages based on interactions, you’re showing customers that your brand really gets them.
When the holiday season arrives, your team will be busy prioritizing the operational side of your business. Install systems in place now that allow you to focus on the areas of your business that need your attention during the busy holiday season. Let digital systems do the customer outreach for you. Set up custom journeys today so you can stay laser-focused when it counts.
Get started by calling Branding Iron Management today for help creating the customer journey.
