The default email message in Spotler's Win-back campaign is quite neutral. For an optimal result, we recommend making a few changes. You can do this in the Messages module.
The default message
All messages included in an automated campaign can be found in the tab Campaign messages in the Messages module. The win-back email too. Click on Edit in the drop-down menu.
The properties of the message will become visible. Click on Save & next to go to the inbox fields of the message. Enter any changes you wish to make and click on Save & next to go to the HTML version of the message. Here, you can make changes using the drag & drop editor.
Consult the module description of the Messages module if you want to know more about the editor.
Getting a customer to buy something again requires an effort on their part. That is why it is advisable to give a little gift, such as a discount (a percentage, or an amount), free shipping, or a free accessory with the next purchase. You can create coupon codes for this in your web shop, which you then include in the message (read here how this works in Magento, SEOshop or PrestaShop). Indicate a period of validity to create urgency. In the default email, you can do this with a dynamic date field. This will make the coupon appear valid for 1 month. Examples of dynamic date fields are:
- Valid for 1 week: [date:en|MMMM d yyyy|d_+7]
- Valid for 1 month: [date:en|MMMM d yyyy|m_+1]
- Valid for 1 year: [date:en|MMMM d yyyy|y_+1]
The message is based on best practices and Spotler's own experiences. It is a neutral message, and therefore multi-applicable. For maximum conversion, we recommend making a few changes. You could design the message in your own corporate style and adjust the contact information to your own. Often, your Spotler supplier will have already taken care of this for you. Below are a few more tips:
- Contact information
Show that you are service-oriented and open to starting a dialogue by including your contact information, so that you can always be easily reached.
- Personal elements
This is a one-on-one message. If you include elements such as a personalized opening and closing greeting and a personal coupon code, you immediately set the tone and underline your relationship with the customer. Functions in the campaign steps such as personalization, dynamic content, customized newsletter and/or target group filters can help with this.
- "Shop now" button
Make it as easy as possible for the customer to buy something again. By adding a prominent button, which is visible even when the reader doesn't load the images, you can increase the incentive.
- Tempt them with relevant products
Let a customer know what they can spend their discount on by including popular products or products based on their interests at the bottom of your message.
- Service links
Always include an Unsubscribe link in your message, and preferably also an Edit profile link. If the interests of the reader have changed, they can easily edit their preferences or unsubscribe to the newsletter. This allows you to prevent negative customer experiences and to build a genuinely interested target group.
An advantage of automated campaigns is that they basically take care of themselves. We do recommend reviewing the results of your campaign every now and then. Can anything be improved? You can determine starting points for further improvement by testing different subject lines or images, or playing around with the button. Additionally, testing the type of incentive can also yield interesting results. You can also use dynamic content for this test, thereby only giving discounts to your 'big spenders'.
You can easily create multiple variations of the win-back email by making a copy and adding the message(s) to the campaign in step 2. You can ensure that the right message is sent to the right target group by using target group filters in the campaign.
Is the message completely to your liking? Then test it yourself or have it tested by colleagues.