The holidays are a wonderful time for many retailers. But how can retailers keep up this momentum after the traditional shopping holidays have come to a close?
In order to retain these customers, there are two types of campaigns you should be sending:
- A campaign to encourage social sharing
- A post-Christmas / New Years sales campaign
Each of these campaigns should start the day after Christmas and run into the new year.
So let’s get started!
Post-Christmas and New Years
During the Christmas period, your company will have gained many new customers. Now it’s time to turn these one-time purchasers into life-long customers! Offer them special post-Christmas deals and discounts to retain these customers into the New Year.
Step 1:
As this campaign is largely based around special offers, the first thing you’ll need to do is head to the coupons page and create some discount codes.
There are two coupon codes you will need to create for this campaign:
- A 5% discount for your non-VIP customers
- A 10% discount for your VIP customers
Step 2:
Next, create an email template to send to your entire contacts list, letting them know about the post-Christmas sales and showing them some of the products that are available during the sales.
Include:
- A text box, getting your entire customer list excited for the upcoming sales
- A ‘shop now’ button that takes customers directly to your site
- Two image and text boxes, that show two of your best sale items that will be available throughout the sales
- A recommended products section, which chooses products specifically for each customer
- A follow us on social media section
Step 3:
The next email template you need to create is one just for your VIP customers, both reminding them of the sale and offering them a special 10% discount just for VIP customers.
This email should include:
- A text box, getting your VIP customers excited for the upcoming sales and alerting them to their special 10% discount
- A 10% discount button
- Two image and text boxes, showing two of your most exclusive items
- A recommended products section, which chooses products specifically for each customer
- A follow us on social media section
Step 4:
The final email template you need to create is for non-VIP customers. These customers will still receive a discount, but a smaller one than the VIP customers.
This email should include the following sections:
- A text box, getting your non-VIP customers excited for the upcoming sales and alerting them to their 5% discount to use during the sale
- A 5% discount button
- Two image and text boxes that show two items that are going on sale post-Christmas
- A recommended products section, which chooses products specifically for each customer
- A follow us on social media section
Step 5:
Now it’s time to start your SMS templates! The first SMS will be sent to your entire customer list and will get them excited for the post-Christmas sales.
Include:
- Text that informs customers of the sales on your site
- A <customerfirstname> tag
- A <siteURL> tag, so that they can get shopping right away!
The second SMS template to create is for your VIP customers. This SMS will excite your VIP customers about upcoming sales and the special 10% they’ve been given.
Include:
- Text alerting your VIP customers to the sales on your site and their 10% discount
- A 10% discount code
- A <customerfirstname> tag
- A <siteURL> tag to take them directly to your site!
Step 7:
The final SMS to create is for your non-VIP customers. These customers will still receive a discount, just a smaller one than your VIP’s. This SMS should include:
- Text alerting your customers to the post-Christmas sales and the 5% discount they can use store-wide
- A <contactfirstname> tag
- A discount code
- A <siteURL> tag
Step 8:
Time to head to the campaigns page and configure your campaign! The details of this campaign should be as follows:
- Name your campaign and set the goal as conversion
- Stop the campaign when the goal is reached (so that you don’t send discount codes to those already shopping)
- Time trigger - as the campaign will begin on December 26th
- Not recurring
- Add a list of all your contacts
Step 9:
The final thing for you to do is build your customer journey! Switch from configuration to workflow to get started.
Follow these steps when building your workflow:
- From the start block select action, then email and find the first email template you created for all customers.
- Click the email block and choose success, then add a time delay of 1 day.
- After the time delay insert another action. This time select the SMS without the discount code
- Next, go back to the email and this time select failure, then select action and send the same SMS template as above
- From this SMS select success and then input a condition. This condition will separate your VIP customers, so make the condition total purchase amount = greater than or equal to 5
- You will see two options from the condition, true or false. By selecting true you are messaging everyone who meets the condition, in this case your VIP customers. So, select action and find the SMS template with the 10% discount you created for your VIP customers.
- Next select false from the condition, select action, and insert the non-VIP 5% SMS template you created.
- Now it’s time to finish the other branch. Click the SMS template that follows the email success path and select continue then add the same condition as above to segment your VIP customers.
- From the condition select true to specifically message your VIP customers with the VIP email template
- Finally, select false from the condition and insert the email template you created for your non-VIP customers
And that’s it! Your post-Christmas campaign is ready to launch!
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