This lifecycle Tactic builds on the successful conversion of a lead to a first-time buyer and drives towards that crucial second purchase, turning them into repeat, loyal customers.
It supports the Revenue objective by contributing to the following strategies:
- Convert first-time buyers to active customers
- Drive active customer revenue
For this tactic, the following channels are available:
- Web channel
- Digital Ads
- SMS (new)
Automation Center program
The basic, email-only program in the Advanced package looks like this.
The most advanced program in the Max AI package is built in the following way.
The Max AI elements
- The program starts with a smart filter which uses the Predictive web engagement AI segment template, with the conditions set to return all customers who are likely to engage on the web within 30 days. For these contacts, a Web Channel campaign is started.
- For those contacts who are not likely to engage on the web, a Predictive email engagement AI segment is being created, for those contacts, who are likely to engage on email within 30 days. For these contacts, an email campaign is started, while a Digital Ads campaign is started for those who are not.
Activating the Tactic
- Email campaigns (initial and reminder)
- Personalization tokens
- Web channel campaign (if used)
- Digital Ads campaign (if used)
- SMS campaign (if used)
- Swap the email and, if used, the SMS campaign in the Tactic with your campaign.
- Add the personalization tokens.
- Select your Web Channel campaign (if used).
- Select your Digital Ads audience (if used).
- Optionally, you can test the program.
- Activate the Tactic.
Tips & Hints
Keep it clear of other post-purchase campaigns
- Since this Tactic is triggered by a first purchase, you should take care that it does not get mixed up with any other post-purchase campaigns that you might have running. You can manage this by adding a Wait node right after the entry node filter.
As the first step of creating content for this Tactic, you can get some inspiration and creative ideas at Emarsys Inspirations under the Post Purchase tab.