This demand generation Tactic notifies your customers when some products they are interested in are back in stock.
Notes:
- The Product Catalog Updates - Back in stock trigger used in this Tactic allows you to fine-tune the target audience by setting the relevancy (e.g. Viewed the product X or less days ago at least Y times) and exclude those who have already purchased a specific product. Emarsys automatically excludes items that are not available anymore. For more information, see Product Catalog Updates.
- The Back in stock Tactic uses only those products that are marked as available in your product catalog.
- Currently, we do not recommend using the Back in stock Tactic (or other Tactics that work based on the
viewevent) with the Parent/Child catalog feature.
It supports the Revenue objective by contributing to the following strategies:
- Drive First Purchase
- Reduce Customer Churn
- Drive Purchase Frequency
- Drive Web Traffic
- Drive Second Purchase
- Increase Active Customer Revenue
Channels
- SMS
Basic workflow
- Contacts view a product at least once within 5 days.
- The product the contacts are interested in is back in stock (these settings are configured in the Product Catalog Updates - Back in stock trigger).
- Relevant contacts are matched.
- An SMS (or email if used) is sent containing product details to your contacts.
Interactions programs
SMS-only variant
The SMS-only variant of the Back in stock Tactic looks like the following:
The program checks the product catalog if there was a product that was back in stock the previous day. Then, it sends an SMS about the product details to contacts who meet the following criteria:
- Opted in for SMS messages.
- Viewed the product in the last 5 days.
- Did not purchase the product in the last 5 days.
Email + SMS variant
The email + SMS variant of the Back in stock Tactic looks like the following:
The program checks the product catalog if there was a product that was back in stock the previous day. Then, it sends an email and SMS about the product details to contacts who meet the following criteria:
- Opted in for email and SMS messages.
- Viewed the product in the last five days.
- Did not purchase the product in the last five days.
- An SMS message will be sent only to high-value customers, whose last purchase reached a certain amount.
Creating an email-only Back in stock Tactic in Interactions
- Please contact your Client Success Manager or Emarsys Support.
- Emarsys will create your Back in stock Tactic in Interactions.
- Check and adjust (if needed) the settings of the Product Catalog Updates - Back in stock trigger.
- Follow through the process of Inserting a Repetable Block if you are using one.
- Once your campaign is ready, replace the original email campaign with your updated Back in stock campaign in the Tactic Interactions program.
- Activate your Back in stock Interactions program.
You can check the results on the Strategic Dashboard.