Automated Email Marketing

Welcome Series

Highly personalized customer experience.

Nothing conveys the spirit of warmth, inclusiveness, gratitude, and cheer of Run Culture as a simple welcome and thank you to newbies. The campaign greets customers as they sign-up and helps to establish their relationship with your brand. 

Provide a memorable and positive first sales experience. You will be rewarded by a new customer who shares personal information – email, and (often) phone number. Continue the fantastic floor experience beyond the four walls of your store and foster the mutual expectation of continued conversation and business.

Welcome Email 14-Day Check-in

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Churn Prevention

Creative customer intervention.

Customers never announce they are not coming back. Machine learning identifies customer engagement patterns – purchases, opened emails, web visits, etc. Customers who depart from established patterns toward disengagement are flagged for intervention so you can save the relationship. Often, a well-timed nudge to wake them up is all that is needed. 

A key, actionable pattern is frequency of shoe purchases. Living (each month they are different) customer cohorts are identified and treated with appropriate temperament of messaging, e.g. shoe wear quiz , repurchase reminder, or please come back.

4, 6, 8-Month Winback 12-Month Re-Engagement

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Product Replenishment

Simple reminder to reorder.

Everyone has a favorite shoe. Or bra. Or apparel style. However, unless you are in the industry, nobody knows when it’s time to refresh with the latest version – or stock up on the current version about to sunset. This email is a simple message (or series of messages) that reminds customers to reorder their favorite product(s). Replenishment emails are extremely effective because they tap into customer FOMO, product brand loyalty, overall naïveté regarding the run specialty industry.  

In November, new shoe model [x-8] is being released. Customers who bought [x-6] or [x-7] are happy to upgrade if it is about time to get new shoes anyway. Not all like the new version, so they buy something else. That’s OK – either way, you win. Replenishment emails are effective because they’re timely and relevant. If you want to drive recurring revenue, you should take advantage of replenishment campaigns.

Product Replenishment (ie. Shoes)

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Cross Sell

Creatively suggesting additional products.

Cross-selling is just another term for being helpful. Great products are even better in useful, rational, purpose-driven combinations. Suggesting add-ons like socks or insoles make sense for the right audience. What makes these strategies so effective is that it’s much easier to upsell to an existing customer than a new one. The probability of upselling to a new prospect is 5%-20%. The probability of selling to an existing customer is 60-70%.

Some lessons convey only by experience. After a shoe purchase, new runners may be receptive to offers for socks (got blisters!) or bras (my everyday bra just isn’t cutting it) or insoles (Eureka! That’s why my feet hurt!). Existing customers with practical experience will be more receptive to your ideas and advice. Take the opportunity to introduce & educate them on the value of additional product(s).

Auto Product Ed Socks Auto Product Ed Insoles Auto Product Ed Bras

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Birthday

Customers reward you when you reward them!

Customers will reward you when you acknowledge something as personal and individual as their birthday. Open rates for Birthday Emails average about 45%. This more than double respectable open rates for normal promotions.  

If someone provides their birthday information, it's a good idea to celebrate the occasion. Birthday campaigns are very effective for client nurturing and are relatively easy to set up and maintain. Show your customers that your brand cares! 

Monthly Birthday Email with Incentive

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Cart Abandonment

A simple reminder is often all it takes...

The least common reason customers abandon a shopping cart is that they don’t like the product. More common are second thoughts on shipping costs, total cost, payment options or a security concern. If you simply ask them to come back via email, at least 15% typically will do so.  

If someone leaves an item in their cart, it’s a good idea to remind them of what they've left behind. A simple reminder or a small incentive or closer offer (i.e. free shipping) is often all that's required to get the deal across the finish line.

Automated Cart Abandonment

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