We were all tempted by the new iPad Pro. So we pulled over at the Apple Store and got ourselves one. In the following week the seller of service heedlessly poses some questions, that we answer as heedlessly.
If we gave our email address, then the invoice was sent digitally as well. Very handy, and so it was sold with a smile. Moments later we stand on the sidewalk and “bling”, there we have our first message. The first in a whole series it appears later on. And the loose talk at the counter, seemed to have a clear goal as well. A substantial part of the profile behind the email address left was properly completed.
The electronic invoice was the opener of a series. A day later the new message follows. The single call to action (CTA) here is to give feedback about your buying experience. A first form of service, which is quickly followed up by a second form of service. That one follows exactly one day later. There you get the offer – and at once also the CTA) to receive support at a distance while installing the new device. And equally thoughtful they suggest, when you have given your purchase as a gift to someone else, to also forward this offer.
Set up beforehand
It’s clear that all these email messages are generic and have been set up beforehand. Did John or Pete help you, then you eventually get the same email message with the same smiling face. Interesting to see is that the name of the sales person on the invoice is copied. Also the email with the aid offer is generic. Because it is set up in such a way that each device you would like to buy fits here. That is of course the disadvantage when you prepare all your messages with fixed content. It could be more interesting to set up a separate survey per product group. That way you show your new customer that you are interested in his findings, and that you can filter the results per product category.
Two days later a new aspect of the scenario followed. And immediately the style break was noticeable. Somewhere during the conversation they noted that the customer originates from a B2B environment. After the general scenario an e-mail with flat text follows where the responsible for this client segment introduces himself. Here you have variable context, because the sales person that settled the payment is explicitly mentioned with name and surname. Also here the service element where a couple of advantages for B2B clients is summed up. And here a new series seems to be started…
This case gives us a few attention points. It’s clear that the first series of messages were ready for each sale, whether it is B2C or B2B. Firstly, it’s good to separate both scenarios immediately. Because where one consumer likes to be pampered, another business client will mostly appreciate the speed of the service.
When you like to cope with automation well, then you need good preparation. The most important attention point is that you – if you want to comfort the effort of an after sales email scenario – maximally use the available specific information. That is why it is recommended to draw up the flow chart beforehand and to completely execute it the first time. That way you immediately discover the loose ends. And you are reassured of the most optimal scenario!
Would you like to start off with marketing automation?
With the Flexmail Workflows it is easy and simple to set up complex scenarios in order to provide your contacts with the perfect message on crucial moments. Quickly start with one of our standard flows or build up your own marketing automation flows customized to your objectives. That way you generate ROI without having to spend more time or energy to it.