Automated Email Marketing

Curated Email Content | Data Science-Based | Automation | Personalization

Make your

marketing

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real.

Marketing automation offers your customers a superior shopping experience. Behavioral triggered emails allow you to create a highly personalized customer experience, which in turn, will lead to greater brand loyalty.

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9 EMAIL MARKETING STATS YOU NEED TO KNOW

The numbers don't lie when it comes to proving the value of email marketing. This infographic will help to illustrate a few key statistics that show how critical email is in the modern world of marketing.

EMAIL OBJECTIVES

  • PERFECT TIMING:  Push the right message to the right audience at the right time

  • REINFORCE HABIT, AWARENESS:  Remind customers who you are so you are top of mind next time

  • BUILD YOUR BRAND:  Build associations with key positive traits – gratitude, useful information, great offers

  • DRIVE BUSINESS:  Leverage timing, awareness, and positive branding to ask and receive sales

  • SET & FORGET:  Automation means no touch – your employees get to focus on other growth objectives

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EMAIL CAMPAIGNS INCLUDED

The top 6 must-have campaign ideas that will be added to your library.

CAMPAIGN DESIGNS

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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

Practical Application

Campaign Recipe:

Overview

WELCOME EMAIL

Trigger:  1st Purchase

Segmented Audience:  All customers who’ve made their first purchase with the retailer in the last 2 days.

Key Message:  Thank You

Automation Level:  Fully Automated

14-DAY CHECK-IN EMAIL

Trigger:  Time after purchase

Segmented Audience:  All customers that purchases a shoe, 14 days after the purchase.  Email usually contains links to google reviews and additional product information.

Key Message:  Any Questions / Hope All is Well / Thinking of You

Automation Level:  Fully Automated

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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

Practical Application

Campaign Recipe

Overview

4, 6, 8-MONTH WINBACK EMAIL

Trigger:  Time after last shoe purchase

Segmented Audience:  All customers that purchased footwear approximately 4, 6, 8 months ago who have not purchased any additional footwear since the initial purchases.

Key Message:  Might be time for new shoes

Automation Level:  Fully Automated

12 MONTH RE-ENGAGEMENT EMAIL

Trigger:  Time after (any) last purchase

Segmented Audience:  All customers that made a purchase 12 months ago that have not purchased anything within the current year.

Key Message:  We miss you!

Automation Level:  Fully Automated

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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)

Practical Application

Campaign Recipe

Overview

PRODUCT REPLENISHMENT EMAIL

Trigger:  New product release

Segmented Audience:  This email is sent to customers that have previously purchased from that Brand in a given timeframe.

Key Message:  “Your new Brooks Ghost are here…”

Automation Level:  Purchase History & Segment Automation

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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

Practical Application

Campaign Recipe

Overview

EDUCATIONAL CHASE EMAIL

Trigger:  Based on items in last purchase

Segmented Audience:  All customers that purchased shoes x days ago that have not ever purchased ”X”  product (ie. socks | insoles | apparel | injury prevention)

Key Message:  These products are excellent compliments to your recent purchase…

Automation Level:  Fully Automated

BRA EDUCATION EMAIL

Trigger:  Based on items in last purchase

Segmented Audience:  All female customers that purchased shoes 7-8 days ago that have not purchased a bra in 6 months.

Key Message:  Don’t forget about this key component to your daily wear!

Automation Level:  Fully Automated

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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

Practical Application

Campaign Recipe

Overview

BIRTHDAY EMAIL

Trigger:  Birthday Month

Segmented Audience:  This email is sent to customers once a month, for customers that have birthdays IN that month.

Key Message:  Happy Birthday… here’s a gift from us to celebrate YOU!

Automation Level:  Fully Automated

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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

Practical Application

Campaign Recipe

Overview

CART ABANDONMENT EMAIL

Trigger:  Product(s) left in shopping cart

Segmented Audience:  Customers that have left product(s) in their shopping cart 2 days ago.

Key Message:  FOMO …Fear Of Missing Out | Still Here for You | Incentive (i.e. free shipping)

Automation Level:  Fully Automated

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EMAIL AUTOMATION SAMPLE KIT

Want to see some Email Marketing samples we’ve created for clients?

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CONNECT YOUR DATA IN MINUTES

Forget the manual data uploads. Automation is everything.

With the use of UQ data connectors, we can automatically push data from your POS, race management, and e-commerce platforms to your email and marketing destinations to succinctly deliver meaningful & timely marketing messages.

CLIENT TESTIMONIALS

More Customers. More Often.
We take pride in playing an integral part of our valued clients' teams to collaboratively transform their marketing strategies to achieve a powerful customer connection, optimal brand awareness, and improved customer retention.

Dion Mitchell

Marketing Consultant Expert

Drive more customer, more often with Upper Quadrant

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