Automations are some of the most contextual messages that you can send because they are subscriber triggered. Creating hyper-targeted automations or using your automations during BFCM to collect zero-party data can help set your brand up for success throughout the holiday season.
In this article, we discuss top automations to activate during the holiday season.
Cart Recovery Automations
Cart Recovery automations are excellent ways to recapture the attention of high-intent site visitors. Tailoring your automations to the types of shoppers as well as to the stage in the customer journey can prove to be highly effective in converting those visitors into purchasers. Below, we walk through two types of cart recovery automations - Abandoned Cart and Browse Abandonment automations.
High-Value Abandoned Cart
Lotus & Luna experienced a 90%+ conversion rate on their abandoned cart automation targeting orders over $75. High-Value Abandoned Cart Automations are crucial automations to implement during Cyber Weekend and beyond. Below, we cover how to create your own high-value abandoned cart automation.
Browse Abandonment automations re-engage potential customers remind them of their initial interest and link them back to your shop.
You can use your Browse Abandonment automation to deliver important information about a particular product to help nudge them closer to that sale (some example copy of this include, "This product is almost out of stock", "We're offering free shipping on this product today only", or "This product has x,y,z benefits", etc.).
Alternatively, you can create a virtual personalized shopping experience by inviting subscribers to interact with your shop and offering to answer any questions they may have about the browsed product. Below, we walk through how to create a Browse Abandonment automation.
Post Purchase Automations
During the holidays, shipping delays can be commonplace so over-communicate with your subscribers after they place an order. By clearly communicating when a product will leave a warehouse and when it will arrive at the customer's doorstep, you can ensure to keep your customers happy post-purchase.
We recommend sending shipping notifications once the order is created, the order leaves the warehouse, and when the order is delivered.
By overcommunicating with subscribers, you can be proactive in managing your customer response inbox and reducing the number of shipping inquiries your team receives.
Select the hyperlinks below to automatically add these shipping notification templates to your automation flows.
- Order Created. This automation flow fires 30 minutes after someone purchases and thanks them for their order and offers 10% off their next order if placed within 24 hours.
- Order Shipped. Send customers a notification when their order has shipped.
- Order Delivered. Send customers a notification when their shipment has been delivered.
Other Post Purchase Automations
Aside from updating subscribers on their shipments, post purchase automations can also be used to collect user-generated content, request reviews, and remind subscribers about their loyalty points. Below, we look at examples of each.
Collect Zero-Party Data
You can use your welcome series automation to collect subscriber information by adding subscriber tags to subscriber profiles when they enter your Welcome Series flow. When you initially introduce your subscriber to your brand, you may consider offering a personalized holiday gift guide based on what product and/or price. Collecting zero-party data and tagging subscribers that enter your Welcome Series can allow you to continue to send more personalized and targeted campaigns throughout the holiday season.
Share Your Contact Card
Sending your subscribers a contact card as a part of your welcome series message can reduce the potential of filtering. With iOS 16 updates, consumers can easily report messages from unknown senders as spam. Encouraging your subscribers to save your brand's contact card decreases the chances you're considered an unknown sender which improves your overall deliverability.
To learn more about the importance of contact cards, how to build your own, and insert it in your welcome series message, see here.
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