EDM Strategy

EDM

Jan 2024

Start from scratch to provide strategy and direction on email flow, audience segmentation, trackings, campaign settings, content structure, design template and draft message.

Creative Designed by Kaman Tse.

All previous emails were sent on an ad hoc basis, lacking a systematic approach to delivering the right message at the right time.

Overcoming Email Marketing Challenges
To effectively tackle the challenges of inconsistent and unsystematic email communication, the following strategic steps have been implemented:

1. Streamline Ad-Hoc Email Campaigns
To make reactive email sends more efficient and visually appealing, we've developed a series of pre-designed email templates. These templates, featuring promotions, special offers, or discounts, will be rotated seasonally. This ensures quick deployment for timely, ad-hoc communications. Furthermore, for time-sensitive weather-related alerts (e.g., Black Rainstorm Warning or Typhoon Signal), we've prepared three distinct design templates that combine relevant discounts. These can be deployed immediately once specific weather conditions are met, allowing for highly relevant and timely communication.

2. Implement Automated Behavioral Email Flows
We're setting up automated email sequences that respond directly to customer Browse and purchase behavior on the website. This ensures personalized and timely communication for various purposes, including, but not limited to:

a. Welcome Messages: Sent immediately when a user registers as a new member.

b. Abandoned Cart Reminders: Prompting users who have left items in their cart to complete their purchase.

c. Restock Notifications: Alerting users when items they've shown interest in are back in stock. This approach allows us to engage customers at critical points in their journey, fostering deeper connections and driving conversions.

3. Enhance Engagement with Loyalty Program Emails
To strengthen customer relationships and encourage repeat purchases, we're developing a comprehensive suite of loyalty program emails. These will address various touchpoints within the customer lifecycle, including:

a. Welcome Offers for new loyalty members.
Invitations to Complete Membership Profiles to enrich customer data.

b. Perks delivered after a customer's first purchase.

c. Tier Upgrade Notifications and explanations of new benefits as customers reach higher loyalty levels. This systematic approach to loyalty communication aims to keep customers actively engaged and incentivize their continued patronage.

Avg. open rate >60%, click rate >30%, Sales +12%