What are drip campaigns?

03/06/2020

Angela de la Vieja

In drip campaigns businesses send emails to a list of segmented contacts, basing them on personalisation, categorisation, and the user’s needs at the time. This type of marketing campaign is considered a key part of lead nurturing strategies, which consist of creating valuable relationships with your clients by adapting the content of each stage of their purchasing process through automated emails. One of the main benefits of drip campaigns is that they allow you to maintain contact with your customers while taking into account various factors, including the frequency with which they visit your page, where they click, etc.

For example, imagine that a potential client has been visiting a certain section of your eCommerce business for various days but hasn’t completed the purchase process. A drip campaign would send an email to this user, providing more information about those types of products and highlighting all of their benefits, to convince the user to return to your website and finalise the purchase process.

Types of drip campaigns

“Top of mind” campaigns: used to retain the user’s interest.
“Re-engagement” campaigns: serve to attract customers that have shown little interest.
Promotional: launched for a specific promotion.
Educative: focused on preparing potential clients to make a purchase by providing them with more information about specific products.
Training: used to teach customers how to use products.
Competitive: designed to counter actions taken by your competition by contacting the customers of your main competitors to let them know about the benefits that your brand offers compared to its rivals.
Positioning: designed to accompany your customer throughout the purchase process to offer them information about your brand, so that they will be more likely to choose you.

How to launch a drip campaign

Identify your target. It’s important to be clear about the profile of your buyer persona and segment your audience according to their usage characteristics, using as many variables as you can.
Create your message. Having an attractive message is a key part of this process. You should also make sure that your message is adequate. To do so, A/B testing is one technique you can use to find out what content works best.
Plan your campaign. You need to be clear about how many emails you’re going to send and how often you’re going to send them while keeping in mind the amount of information that each type of user needs and when they need it. Sending your users the same promotions over again or too many emails with an excessively promotional tone is a serious mistake.

Launch your campaign. When your strategy is clear, you should also have an email automation tool since this will help you implement your campaign correctly.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.