Below are some common use cases in the Retail and E-commerce industry.
Onboarding
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| New user | Welcome campaign |
|
Right after subscription | Can also ask for personal data which can later be used for personalization |
| Non-converted new user | Welcome offer campaign | Driving first purchase | 1 to 3 days after the welcome campaign | |
| Converted new user | Second purchase offer |
|
1 to 3 days after the first purchase | |
| Touch 2 - Welcome offer | Welcome offer campaign with a time limit for non-conversions | Driving first purchase with an offer that's about to expire in 24 hours | 5 to 7 days after the welcome offer | Can provide personalized promo codes that expire within 24 hours or enable free delivery for 24 hours, you can use timer in emails |
Post Purchase Journey
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Purchasers | Product review |
Your customer reviews for products and letting your customers know their opinion/satisfaction matters. |
2 to 3 days after delivery of the product | Can provide incentives such as writing 5 reviews and receiving a freebie with the next purchase |
| 4 purchases within 30 days | Freebie with 5th purchase campaign |
Rewarding frequent buyers |
1 day after the return period of 4th purchase is over | An incentive to buy for the 5th time and receive a freebie |
| 5th purchase before receiving the freebie offer | Offer for 6th purchase |
Rewarding frequent buyers |
1 day after the return period of 4th purchase is over | |
| No purchase in 30 days | Lapsing offer |
Reviving dormant customer |
30 days after last purchase | |
| Touch 2 - No purchase in 30 days | Lapsing offer2 |
Reviving dormant customer |
3 days after touch 1 | |
| Touch 3 - No purchase in 30 days | Lapsing offer3 with limited time offer |
Reviving dormant customer |
5 days after touch 1 |
Abandoned Cart
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Added to cart but not purchased | Cart Abandonment | Driving purchase | 24 hours after being added to the cart | Personalized product |
| Touch 2 - Added to cart | Cart Abandonment 2 | Driving purchase | 3 days after touch 1 | Recommendations based on viewed product |
| Touch 3 - Added to cart | Cart Abandonment 3 | Driving purchase | 5 days after touch 2 with limited time offer | Top products of that category |
Abandoned Browse
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Viewed product but not added to cart | Product Abandonment | Driving purchase | 24 hours after viewing the product | Personalized product |
| Touch 2 - viewed product | Product Abandonment 2 | Driving purchase | 3 days after Touch 1 | Recommendations based on viewed product |
| Touch 3 - viewed product | Product Abandonment 3 | Driving purchase | 5 days after Touch 2 with limited time offer | Top products of that category |
Annual Recurring Campaigns such as Anniversary or Birthday
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| 5 to7 days before the birthday date | Birthday campaign | Driving purchases and engaging customers | 5 days before the registered birthday (or x days before, so the product can be delivered before/on birthday) | |
| 5 to 7 days before the anniversary date | Anniversary campaign | Driving purchases and engaging customers | 5 days before the registered anniversary (or x days before, so the product can be delivered before/on anniversary) | |
| Touch 2 - Birthday for non-purchasers of touch 1 | Birthday campaign 2 | Engaging customer | On birthday | Only include happy birthday messages |
| Touch 2 - Birthday for purchasers of touch 1 | Birthday campaign 2 | Rewarding buyers on birthday | On birthday | Include happy birthday messages with any offer that lasts for 30 days, include a freebie, or add reward points. |
| Touch 2 - Anniversary | Anniversary campaign 2 | Engaging customer | On anniversary | Only include happy anniversary messages |
| Touch 2 - Anniversary for purchasers of touch 1 | Anniversary campaign 2 | Rewarding buyers on anniversary | On anniversary | Include happy Anniversary messages with any offer that lasts for 30 days or include a freebie or add reward points |
| 1st purchase Anniversary | Purchase anniversary | Engaging customer | 1 year after the first product was purchased | Can include a summary of all the products they purchased and recommend affinity items or can be a survery kind of email asking which of the products they like. Ask them to rate the products/category. |
Stock Alerts
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Cart items went out of stock | Back in stock | Driving purchase | When items are back in stock | |
| Price drop on cart products | Price drop | Driving purchase | When price drops |
Multiple purchase benefits for high-value customers
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Purchased more than 5 items in the same category in the last 30 days. Might not be relevant for larger items like TVs, luggage, or furniture |
New arrivals (Affinity campaigns) | Driving purchase | A day before new items in that category arrive | Additional (pre-view or pre-order) benefits for high-value customers |
| Purchased more than 7-10 items overall in the last 30 days. Might not be relevant for larger items like TVs, luggage, or furniture |
New arrivals (Affinity campaigns) | Driving purchase | A day before new items in that category arrive | Additional (pre-view or pre-order) benefits for high-value customers |
Cross Sell
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Purchasers | Cross-sell | Driving purchase | 2 to 3 days after the delivery of the product | Most people who bought x also bought Y OR our specialists think Y goes well with X |
Wishlist
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Users who have products on their wishlist | Price drop in wishlist items | Driving purchase | Real-time alerts based on product availability | |
| Users who have products on their wishlist | Alternates for wishlist items | Driving purchase | 7 days after products are added to wishlist but not purchased | |
| Users who have products on their wishlist | Wishlist items going out of stock | Driving purchase | Real-time alerts based on product availability |
Upsell, Upgrade, or Complete the Product Set
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
|
Upsell new or premium versions of the previous product Or Grouping other products to complete a set |
How about an upgrade? Let's complete your collection of xxx jewellery! |
Driving purchase | Depending on the product type, should have a reasonable gap from the last purchase. For example: handbags are changed frequently v/s luggage bags |
This can also help drive conversion for the product that comes in sets. |
New Launches
| Target Audience | Campaigns | Purpose | Timeline | Remarks |
|---|---|---|---|---|
| Users who have an affinity towards newly launched products | New launch on your favorite product | Driving purchase | Periodic or real-time based on how the new launches are released |