What to Expect From This Use Case

Email and SMS Reactivation Campaign presents a robust strategy for reconnecting with customers who've grown inactive over time. The intent is to reignite their interest through engaging customized emails and SMS, leading to possible conversions. It targets customers who have not purchased in over 90 days or interact less with previous marketing communications. The personalized touch in these communications leaves a lasting impression, significantly impacting customer retention and conversion rates—bringing dormant customers back into the buying cycle.

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Tip

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Use Case Items

With this use case, you’ll get a:

• Ready-to-use email and SMS reactivation campaign
• Recommendations engine
• Pre-defined evaluation dashboard
• Aggregate displaying products in the email
• Email campaign event segmentation
• SMS campaign event segmentation

How to deploy the Use Case

After downloading the use case, follow these steps:

Step 1: Meet the Requirements

Verify if the data in your project meets the requirements. Follow this step-by-step setup guide in case of problems.

Step 2: Understand the Use Case Logic

Once a week, the 'Lapsing' customers are identified, and an email campaign with personalized recommended products is sent to them. If they do not engage with the email nor make a purchase, a follow-up SMS will be sent 5 days later.

Who is the lapsing customer? A customer who gave emailing consent more than three months ago and did not interact (open/click) with emails in the last 180 days.

This scenario is run once a week. First, to not break the GDRP rules, we check if a customer still has emailing consent. If that is true, the customer has to pass these conditions to receive an email: be part of the Lapsing segment, and his latest purchase dates back to 3-15 months ago. The 'Personalized Reactivation Email' frequency is limited to one email per 30 days but no more than two emails from this campaign.

After 5 days, if the customer has SMS consent and didn't engage with the email or purchase since the personalized reactivation email was sent, so a follow-up SMS was sent to this customer.

The email content displays the last bought product based on aggregate [LOPR] Last Purchased Product [data for campaign] followed by 3 products based on recommendation engine [LOPR] Top viewed products [Email and SMS Reactivation Campaign]. The recommended products have been the top-viewed products on the website in the last 14 days.

The SMS content refers to the last product bought (same as above).

Follow the description and labels in the scenario in case of uncertainty.

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Tip

The logic of this use case is built on best practices and only requires adjustments if you want to further customize the use case. Get instant value by launching this campaign in just a few clicks.

However, we highly recommend you adjust the use case design and copy to fit your business needs.

Step 3: Adjust the Use Case

Now that you understand the use case logic, you can set up the use case according to your preference.

3.1 Email Settings

If you decide to customize the email settings, follow this detailed guide to make the adjustments.

3.2 Design & Copy

Customize the email visuals and copy to align with your company's brand identity.

Otherwise, you can go through this guide for more information.

Follow this guide to adjust the email template with products in the email node.

Step 4: Test and Run the Use Case

When you are done adjusting the use case, we recommend to always test the use case before deployment. When testing, double-check if the use case design, copy, and settings work as preferred.

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Warning

You should only deploy a use case after testing. Testing prevents sending unfinished or imperfect campaigns to your customer base.

Run the use case once the testing is over. When you open the email, click the Start button in the upper right corner to launch the campaign.

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Congratulations!

If you got here, you have successfully deployed this use case.

Step 5: Evaluate the Results

Remember to run the use case for a few days to see the impact.

After this initial period, use the prebuilt and ready-to-use evaluation dashboard specifically included in this use case to measure and analyze relevant data.

To evaluate, open the evaluation dashboard, enter the email's name (e.g., Email and SMS Reactivation Campaign), set the attribution window for revenue in hours (e.g., 24), and click the Refresh button in the upper right corner to see the results.

If you encounter any problems, read this article for insights on evaluating the use case.

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Tip

Don’t forget to regularly check the results so you can optimize the use case for better performance.

Additional Resources

Learn how to enhance and optimize email performance with different tips and tricks from Bloomreach experts.