salesforce marketing cloud implementation - getsircles · 2019-05-31 · salesforce marketing cloud...
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Salesforce Marketing Cloud Implementation 27-5-2019
Case Study
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Agenda
1. Goal Setting
2. Audience Definition
3. Customer Journeys Design
4. Implementation
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1. Goal Setting
1. Acquire new customers
2. Increase subscriptions
3. Decrease abandoned cart rates
4. Decrease attrition
5. Drive engagement
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2. Audience Definition
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3. Customer Journeys Design
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High level Timeline
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Customer Journeys
1. Prospect welcome
2. Prospect on-boarding
3. Referral
4. Prospect lead nurture
5. Birthday
6. Abandoned Cart
7. Wish List / Saved Basket
8. Win back
9. NPS
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1. Prospect On-boarding - The Nursery Program
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1b. Prospect On-boarding - The Nursery Program
DAAudience Data Goal
New Subscribers • First name, last name, email
• Subscription date
- inspire and prompt your prospects to purchase- Prospect into customer - What will the individual
get from the product?- CTA
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2. Refer a friend
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2. Refer a friend
Audience Data Content Goal
Friends of current subscribers who have never before visited Dubai Store
• Current subscriber first name, last name, email
• New subscriber first name, last name, email
• Current subscriber subscription date
• Unique referral code
-Invitation sent to current subscriber encouraging him to refer a friend- Invitation sent to new
subscriber with coupon offer
- reminder sent to new subscriber - Confirmation sent to
existing subscriber when offer has been redeemed
- Acquire new subscriber- Track: Capture coupon
redemption
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3. Lead Nurturing Program
Email 1: electronics category- TV’s
Email 2: Samsung TVs
Email 3: Home theatre
Email 4: TV sales or stock notification (back in stock- order now)
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3. Lead Nurturing Program
Audience Data Content Goal
Subscribers who have shown interest in product/ category based on website activity
• Current subscriber first name, last name, email
• Product information • Product category
information • Time of event
4 emails sequence - Making a purchase
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4. Birthday Offer
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4. Birthday Offer
Audience Data Content
Existing subscribers who have upcoming birthdays
• Customer birthday data to admit contacts (using Date Based Event)
• Four emails• Coupon codes• Data you''ll need to personalize the
emails
- Birthday greeting + offer -celebration coupon including details about expiration
- Thank you email for those who redeemed offer
- Reminder for customers who didn’t redeem offer
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5. Abandoned Cart
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5. Abandoned Cart
Audience Data
Customers who abandon a purchase Registered or un-registered customers
- First name, last name, email address, abandoned link, abandoned product information
- Product file, product name, pricing, image, URL- Transactional action (to check if a purchase has
occured)
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6. Wish List
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6. Wish List
Audience Data
Customers who saved items in their wish list - First name, last name, email address- Basket link, basket product info- Product name, pricing, image, URL- Transactional action (to check if a purchase has
occurred)
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7. Win Back
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7. Win Back
Audience Data
Customers who have a delivery delay by 1 day or more - Promised date- Delivery date - First name, last name, email- Transaction info
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8. NPS
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8. NPS
Audience Data
Customers who have purchased and have been subscribed for 6 months - First name, last name, email
- subscription date - Purchase history
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4. Implementation
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Email Campaigns Designs
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Marketing Automations
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Reporting
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Thanks!