Marketing Automation - Overview
Larvela needs to implement a full email automation system for purchases, abandonment's and so forth.
Many Marketing Automation ideas from the major packages are currently present and while not complete, the list below is being activley worked on.
The following ideas have been implemented or researched for inclusion with the folowing broad areas to be covered:
- Implement a Welcome Program - Implemented "Welcome Email", after subscription.
- Transactional Programs - Implemented "Order Placed", "Order Pending", Order Dispatched", Order Paid", "Order Completed" and "Order Cancelled"
- Post-Purchase Programs.
- Abandoned Cart Programs - Implemented Abandoned Cart and wekk old cart.
- Abandoned browsing Programs.
- Product Replenishment Programs - Implemented Back In Stock email
- Customer Retention Programs
- Recommendation and Upsell Programs
- Lost customer Programs - To be implemented, no sales in last 3,6,9, 12 months ?
- Date Driven Programs
- Holiday Periods - Automatic Website redecorating via Themes
Status: Welcome email template built, Job created and active.
* Welcome newly registered customer (also have welcome for newly subscribed customer).
Kick off the "Welcome" Job which is the place to dispatch other jobs.
* Send "Welcome" email - built with store header, welcome html text block and store footer.
* Dispatch more jobs as needed.
Status: BEING DEVELOPED - DESIGN STAGE
Status: Order Paid Job implemented, email sends, need template improvements to show order details.
* Order Paid Email for COD and EFT payments - Job OrderPaid
* Order Dispatched
* Order Pending
* Payment and delivery details
Status: NOT IMPLEMENTED YET
* Customer service information
* Social Media Introduction
* Newsletter signup encouragement
Price Drop Email Program
Status: Research and look at implementation
Need to send an email when a product has a price reduction.
Post Purchase Program
Status: PARTIALLY IMPLEMENTED
* Followup email confirming that customer is happy. - Add a rating scale on product suitability (1-10) link to order table????
* Followup emails on product offers.
Post Purchase Job created, need template done and then a CRON job to kick it off 7 days later.
Cart Abandonment Program
CRON run once a day to send templated emails when:
* Cart abandoned after 24 hours (triggers on previous day only). DONE
* Cart abandoned after 7 days (triggers on day 7 only). NOT WORKING YET
=== 1 Day after ===
Status: CRON implemented and Job coded (AbandonedCart.php)
Template Action: CART_ABANDONED
Status: Coded and Automated Job setup and running!
System to send an email when cart is abandoned after 24 hours.
User must be Registered and Logged in to add to cart - so cart ID is tied to an email :)
Copy sent to store owner.
=== 7 Day Alert email ===
Status: CRON implemented and Job coded (AbandonedWeekOldCart.php)
Template Action: CART_7DAY_ABANDONED
CRON Job blade checks for cart date 7 days old and sends an email to the customer. Also sends an email to the store admin.
== Abandoned browsing Programs ==
Need to research this, google analytics implemented and data flowing but no relationship to customer yet.
== Customer Retention Programs ==
* Need to review purchase history and set some automation to entice them back... see Campaign Engine.
== Product Replenishment Programs ==
Status: CAPTURE IMPLEMENTED, need to implement code when product QTY is updated.
* Email capture implemented on product page when no stock is available
* Database table filled with email and product mapping
* Need to
=== Email Out of stock Notifications ===
Status: Done - emails admin and store sales email that a product is now out of stock.
An Email is send to customers when a product is back in stock.
Status: IMPLEMENTED and working
- Sent to customer when Product Qty was 0 but has been updated.
- Customer submits email on product page, email and SKU stored in "notifications" table.
- See Mailable Job - app/Mail/BackInStockEmail
- See Job - BackInStock - Entry point for additional business logic if required.
- Notifications table entry is deleted as emails are sent
- Use a status field to delay sending till later.
- Need to have a CRON checking table and sending notifications when Waiting -> Ready state so QTY update is not delayed trying to send to all interested parties.
- Need to change status from Ready -> Completed when email sent.
- Could implement another CRON to send related product info out each 2 weeks using this table, then remove entry from table.
- If use enters another notification for same product, reset status back to Waiting.