Lesson 2: How to Use Technology to Predict & Automate


Your goal is to anticipate your customer’s needs through an automated replenishment email at the right time in the product lifecycle and at the right time for that individual's shopping pattern.


Part 1: Factors & Metrics Needed

There are a number of metrics that play into accurately running an automated campaign, but to start, these are factors to be considered:

  • Unique customer purchasing behavior

  • Average customer usage

  • Specific product lifecycle

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!

*** Not sure how to access your customer data? Learn more about customer analytics here.

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.


Part 2: Vocabulary

Have you been reading through this and feel like there is a lot of marketing and tech jargon? Don't worry, this should help:

  • What is meant by Dynamic?

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.

  • What do we mean by Predictive Order Dates?

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.

  • What do we mean by Specific Product Lifecycle?

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.


Part 3: Too Many Emails!

Emailing your customers too much can be a pitfall when setting up replenishment campaigns. Making sure that you are not sending separate emails for each product needing to be replenished can be tricky.


The solution: Basketing Products

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.

Still think you might be sending too many emails?

The Solution: Frequency Caps

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.


Want to learn more about our Replenishment Automator? See this web page and download this quick guide.