We are introducing a built-in marketing automation module
27 November 2015
We have renamed the existing module "Triggered e-mails and SMS" to "Marketing Automation". It gives you the same possibilities and in addition, it enables you to define your own customer filters at the campaign level and messages assigned to it. With the launch of the campaign, we enable you to start a selected action, for example setting a discount group for customers selected in the campaign. With the new e-mail campaign statistics tool you can check its efficiency and actual results much easier.
Triggered messages are the messages which dispatch is initiated by some event (the trigger), for example placing an order or abandoning basket by a customer. Using e-mails for interactions with customers is a great way to react to such behaviors. It accelerates a customer's return to the store and if previous orders have not been completed, it increases the chance of completing the transaction.
The new version of the triggered messages module has introduced some very significant changes:
We have added the ability of setting customer filters at the campaign and message level
Together with launching the campaign, you can start the action of setting the discount group for customers who will be included in the campaign
We have added Statistics for triggered e-mails
Due to these changes and further ones which are planned for this year, we have changed the name of the module to Marketing Automation.
Filtering customers at the campaign and message level
So far, the process of filtering triggered message customers, grouped within a given campaign, was carried out only at the level of a message and only on the basis of established types of filters.
To allow you a greater control over the selection of the customer target group, we have rebuilt filtering.
Now we allow you to add customers filtering already at the campaign level and to select a variety of filter types in the campaign and messages. This two-level filtering will allow you to pre-select a group of customers shared by all messages in the campaign and then to separate the target group in specific messages. This means that in order to send triggered messages to a specific recipient, one has to meet all filtering conditions set in the campaign and all conditions set in the message of a given campaign.
Adding a new filter
Adding customer filter is processed in the same way in the campaign and messages. Via Add new filter link in the Client filter (targeting) section, a window to select the type of filter will be displayed.
You can choose from:
Payment types- allows you to select customers regardless of the payment method chosen by the customer while placing the order
Registered customers - choice may be limited to registered customers only
Customer type - allows you to choose customers according to a specified type, for example only men or women
Producer - allows you to specify whether the selected customers are to be wholesalers
Affiliate Program- allows you to limit the choice on the basis of customer's participation in the affiliate program
Customer groups - allows you to specify customers on the basis of their customer group
Newsletter consent - allows you to select customers on the basis of their subscription to a newsletter
Value of orders - allows you to specify the condition of the customer order value in the currencies available in the store
Number of orders - limits the choice to customers whose number of orders is at least equal with a specified number
Order source - allows you to select customers who placed orders through indicated visit sources
Last order source - allows you to select customers whose last order was or was not placed through an indicated visit source
Number of returns - helps to reduce customer choice according to the number of returns
Recipient's region - choice may be limited to customers in a given region or country
Example of a filter
The image below shows an example of set filters
The above presented filter settings at the campaign level, enable you to set following recipients:
whose placed orders value exceeded 300 zł
at least one of their orders came from a marketplace.
From now on, by setting a filter in campaign messages, from the above group, you can choose people who, for example, placed their orders in a particular marketplace and prepare for them a specific message within the forthcoming campaign.
The number and type of a used filter depends on you.
Setting an action launched together with the campaign
In campaign settings, we have added the ability to set actions which will be launched together with the campaign. At the moment you have one action available, which allows you to set a new discount group for customers selected in the campaign.
We would like to give you the opportunity to have a greater choice of available actions. That is why we are working hard in this area and we are planning plan to gradually increase their base in the future.
Statistics for triggered messages
For the purpose of conversion and cost-effectiveness analysis, in MARKETING / Marketing Automation we have added statistics for sent triggered messages. This gives you the ability to accurately verify whether a campaign associated with a particular event brings the desired effect, for example affects the customers' return to the store to complete their orders.
Statistics are presented in a table below:
Individual columns in the table mean:
Campaign name - the name of the campaign within which messages are grouped
E-mail - the titles of new messages in the campaign
Average number of messages per user - it presents: average value / number of customers to which the message was sent. The average value is calculated as the sum of the amount of sent messages divided by the number of customers to whom the message was sent (eg.: if a message was sent three times to a customer A and 5 times to a customer B, then the average is (3 + 5) / 2 = 4) .
Opening number - the number of unique visits by clicking on the link in the message
Open rate (OR) - is the percentage ratio of the number of openings to the number of customers to whom a message was sent reduced by the number of soft bounces and the number of hard bounces.
Links - including details of clicks on links sent in triggered messages. After clicking on the details, a window will be displayed, presenting a set of links, the total number of clicks of the link in the particular message and CTR - the percentage ratio of the number of clicks on the link to the sum of opening the message
Clicks - the sum of all clicks on links with the message
CTR - the ratio between the total clicks to the number of openings the message
The number of soft bounces - the number of undelivered messages, where the failure was caused by the so-called soft bounce, for example by the temporary unavailability of a recipient's server
The number of hard bounces - the number of undelivered messages, where the failure was caused by the so-called hard bounce, for example by an incorrect e-mail address
It is worth mentioning that the Marketing Automation module, is not intended to be a broad and complex system, such as systems of our partners - SALESmanago and Marketingmatic. However, we hope that the affordable price, £9,75/11€, of E-mail marketing pro which enables sending and monitoring newsletters, regardless of the size of the base, will interest many customers. An important advantage of our solution is its natural integration with the online store, and thus no need for any integration.