Marketing Automation

#Marketing automation #Email #SMS #CRM

How it started:

In order to optimize website shopping experience, the brands that e-commerce marketing team manage need an automation system.

How I began with:

- Determined business end goal and analyzed the buyer journey from brand awareness to make conversion.
- Prioritized where automation is most needed and listed up brands. Shared system implementation plan with e-commerce marketing team.
- Segmented lists and decided lead stages by customer journey.
- Collaborated with graphic designer and stakeholders to ensure the automation’s seamless integration.

Action plans:

- Analyzed customer behavior regarding 1) repurchase rate, 2) first visitor’s drop point, 3) most visited page, 4) last product that customer purchased and planned automation for each customer’s behavior.
- Email automation: Automated website welcome email, abandoned checkout, customized email to push the last product they saw, re-engagement emails.
- A/B testing on sending time, messages, and offer percentages and optimized automation.
- Shared project plan with graphic designer and cooperated with creating collaterals.

Results:

By launching automated emails, average work efficiency increased by reducing 30% of repetitive work time. Also, by sending customized email by their name, product preference, recurring period, overall recurring customer rate rose by 270% and it led to sales growth by 500% from loyal customers.