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Plan • Plan your customer journey • Think about: – Scenarios – Timings – Decision points – Messaging – Call to Actions
Plan
• Plan your customer journey
• Think about:– Scenarios
– Timings
– Decision points
– Messaging
– Call to Actions
Implement your flow within the Program flow
EmailReceives automated welcome email
Email more about us
EmailSend preference centre sign up for
brand targeted email
PreferencesYes / No
2 days 7 days Yes
Track 1
Track 2
Email1. Offer an incentive to
Purchase
Wait 3 weeks
Email2. Offer an incentive to
purchase
Wait 4 weeks
Email6. Final incentive to
purchase offer
Wait 4 weeksEXIT
Email3. Offer an incentive to
purchase
Wait 4 weeks
Email4. Offer an incentive to
purchase
Wait 4 weeks
Email5. Offer an incentive to
purchase
Wait 4 weeks
No‘Move to Track’
Not completed PC in last 4 weeks
• Company: National tourism agency for Scotland
• Industry: Travel
• Audience: All ages
• Challenge: Attract more visitors to Scotland
• Goal: Get people to sign up to their e-newsletter and advertise this region
2
Use Case: Visit Scotland
The solution:
• Improve the welcome experience
• Encourage contacts to engage with their website
and social media
3
4
Tip: From one mailing to a series of emails
Visit Scotland
Manual Sends – 23,5%
Automated Sends – 44,8%
Can be built in New Programs
• Company: Performing Arts Centre in London
• Industry: Entertainment
• Audience: All ages from the UK or abroad
• Challenge: Generic email strategy
• Goal: Send more targeted communication
5
Use Case: Barbican
The solution:
• Capture contacts’ preferences
• Improve the Barbican experience from the very first
mailing
• Advertise the most relevant events to their contacts
6
7
Multiple Tracks vs. Dynamic Content
Can be built in New Programs
Using Multi-Path Decisions instead
of Move to Track
8
Use decision points based on behaviors between each step
• Company: Energy company selling gas and electricity
• Industry: Retail
• Audience: Homes and businesses
• Challenge: Multiple changes in product offering
• Goal: Automate communication to provide personalized information on existing
products at the right time
9
Use Case: EDF Energy
The solution:
• Use of API to feed data into contact database and
add contacts to program
• Use Personalization and Dynamic Content to feed
content in mailings
10
Can be built in New Programs
11
Tip: Use API to bring data in and add contacts to a program
© 2015 International Business Machines Corporation
#amplify15
• Company: Travel agency part of Thomas Cook group
• Industry: Travel
• Audience: Adults and Families – all ages
• Challenge: Bookings are declining
• Goal: Convert cart abandonment into purchases
12
Use Case: Neilson Holidays
The solution:
• Give the option to their customers to have an email
sent to their inbox with the summary of their booking
they started on the website
13
14
15
Hero Image +
Main Text
Holiday
Summary
+ link to continue
booking
Tip: Use personalization and automation to improve customer experience
Open Rate: 69.3%CTR: 29.3%
• Company: Subscription-free satellite television service
• Industry: Retail / Entertainment
• Audience: All ages
• Challenge: Little insight into their customers
• Goal: Build a strong relationship with their customers
16
Birthday Use Case: Freesat
The solution:
• Capture data
• Automate campaigns such as welcome, birthday, …
17
Open Rate: 27%CTR: 6.81%
Open Rate: 41%CTR: 0.85%
67% completion rate
Subject line: Fancy a slice of cake? Subject line: A birthday treat from Freesat
Tip: Capture data and use it as trigger event
Can be built in New Programs
#amplify15© 2015 International Business Machines Corporation
Re-engagement Automation
18
• Company: UK’s second largest airport and most efficient single-runway airport
in the world
• Industry: Travel
• Audience: All travelers
• Challenge: Increase of inactive contacts
• Goal: Re-engage inactive subscribers and improve deliverability
19
Use Case: London Gatwick Airport
The solution:
• Taking the inactive contacts through a re-engagement
series
• Flag inactive subscribers in the database
Tip: Use Update Profile to mark contacts “Inactive” making them easy to query off and more.
