There are a number of metrics that play into accurately running an automated campaign, but to start, these are factors to be considered:
Unless you do not sell replenishable products or have an extremely limited product catalog with all items on the same lifecycle, we recommend that you look into technology tools. They allow you to focus on your marketing content and will surface the predictive product replenishment dates for you. This will save you a tremendous amount of trouble and data-headaches!
For example, with our Replenishment Automator, this process is extremely simple.
The tool allows you to set up dynamic email templates for specific products. Using all of the historical purchase data as well as the product catalog, the software will automatically trigger emails at a specified time after a customer’s purchase with relevant dynamic products.
Retention and replenishment campaigns use data science to predict optimal products to recommend. This means each email will have different generated products based on the data set.
Learn more about dynamic product imaging and see email examples here.
Use a software tool that determines individual order dates unique to each customer based on their purchase history and behavior.
Learn more about predictive marketing and replenishment campaigns for a B2B retailer in this blog.
This refers to the length of time a product typically lasts before needing to be replenished.
Learn more about how 800Razors.com capitalized on their product's lifecycle in this retailer webinar by 800Razors.
There are tools that can help you set up guidelines that ensure your customers are getting their replenishment product emails with a bundle of their upcoming orders in one email, instead of multiple emails crowding their inbox.
For example, our Replenishment Automator allows you to set a date range, and then automatically baskets together multiple items due for replenishment into a single email.
Frequency capping refers to the act of setting up the maximum number of emails per a given time period that you will allow each customer to receive. This is important as it protects your brand from bombarding customers. As I am sure you know, too many emails will result in an uptick in unsubscribes.
For example in the Windsor Circle Replenishment Automator, you set the maximum number of emails per a given time period, schedule your emails and then they will be sent directly through your ESP.