welcome mail series.

cmercury

welcome mail series.

Email acquisition, sending a welcome mail followed by regular promotional mails is astandard approach that every ecommerce companies follow;

The leading online store for kids apparels have implemented a well-structured email welcome program using the automation and trigger-based email capabilities of cmercury

As a first step, a simple sign up form is used in the website for the new visitors to get registered.

The captured data fields as it gets populated at the client side, a copy of the same is passed to the FTP location and a pre-set crone call, daily auto updates the master List in cmercury.

Each new member added to the list is taken through a well-structured and automate welcome program over a time frame of 5 days from the date of registration.

Day 1 - Slot: Morning (all users)

Message: Welcome by the CEOSubject Line: We are Glad you found us :)Mailer Type: HTMLTime of release: 10.30 AM Daily

A warm welcome email by the CEO of the company makes the customer feels very ex-citedto be associated with the brand. The main content has an emotional touch as well an enticing element (Rs. 500 off for the first purchase)

Day 1 - Slot: Evening (Non Buyers)

Message: Special recommendation by online storeMailer Type: HTMLSubject Line: specially recommended for your Little OneTime of release: 6.30 PM Daily

By Evening around 6.30 pm, the newly registered members receive a new sequence ofemail, with certain specific product recommendations.The objective is to generate a deeper relationship with the prospect. Also the enticer (Rs.500 off on first purchase) is again included in this campaign too.

Day 2: Slot: Morning (Non Buyers)

Message: Regular MailerMailer Type: TextSubject Line: Pretty in Pink.Time of release: 10.30 AM Daily

From day 2, the mailing sequence splits into 2 lines depending on whether the newregistrant purchases or not. The purchase information is auto fed into the trigger se-quenceand separate mail series is initiated for both the categories.

Non Buyers.

They are targeted with a simple text based mailer with the discount coupon still includ-ed enticing them for their first purchase.

Hi!

A girl wants what she wants and your little girl wants pink. So here we are with a bou-tiquefull of sweet stuff in her favorite color. Take your pick from apparels, shoes, bags, toysand more... all in pretty pink. Shop today.

Use “COUPON” code and get Rs 500 savings on your first order worth Rs 1100 or more.

Love, Team

Sigh. If you must leave us, you can unsubscribe

Day 3 - Slot: Morning (Non Buyers)

Message: Mixed MailerMailer Type: HTMLSubject Line: If you have a child, DO NOT open this email.Time of release: 10.30 AM Daily

The subject line is specifically chosen to entice the non-transacted-newly registrants to open and respond to the mailer.Also a deeper insight into the categories promoted are included starting from this campaign.

Day 3 - Slot: Evening (Non Buyers)

Message: Brand PromotionMailer Type: HTMLSubject Line: Carter’s Winter Collection - Save upto 60%.Time of release: 06.30 PM Daily

Day 3 evening mailers are targeted with a single brand. The major aspects considered in theproduct choice include seasonality, trending category & global brands. Also there is aprominent reminder on the discount coupons for the first purchase.

Day 4 - Slot: Morning

Message: Mixed MailerMailer Type: HTMLSubject Line: If you have a child, DO NOT open this email.Time of release: 10.30 AM Daily

Here the attempt is to engage the prospect with Indian brand

Day 4 - Slot: Evening

Message: Brand PromotionMailer Type: HTMLSubject Line: 5 reasons why you will LoveTime of release: 06:30 PM Daily

Explaining the reason to why the prospect would love to shop with the brand.

Day 5 – Slot: Morning

Message: Offer expiryMailer Type: HTMLSubject line: Just for you, Use Promo code BABYLOVE.Time of Release: 10:30 AM Daily

The new registrants who are yet to make their first purchase are intimated that the special discount for the first purchase will expire by mid-night. Urgency factor is smartly brought into this sequence and all the non-buyers post the 5 day welcome mailing se-quence is moved to the daily regular promotional emails.

This is the tail of the welcome program series, all the non-buyers, post the completion of the welcome series will be auto-updated to the regular mailing segment and they continue receiving the daily promotional emails until they completestheir first transaction.

BUYERS

Day 1 – Slot: Morning

Message: BrandingMailer Type: HTMLSubject line: Just for you, Use Promo code BABYLOVE.Time of Release: 10:30 AM Daily

Warm welcome note to the buyer by the key members of the company congratulating and detailing him merits of joining the family. A welcome gift is offered to encourage the buyer for a repeated transaction.

Any member, who transacts on the later date, will be moved away from the regular promotional sequence and they will be served with a special mailing sequence for the next 5day from the date of purchase.

Day 2 – Slot: Morning

Message: PromotionSubject line: Try your Birthday Luck.Mailer Type: HTMLTime of Release: 10:30 AM Daily

The mailer is crafted to keep the buyer loyal with the brand.

Day 3 – Slot: Morning

Message: Branding & PromotionMailer Type: HTMLSubject line: Top Picks for your ChildTime of Release: 10:30 AM Daily

A helping hand by the fairy god mother extending support by suggesting the top picks for the child. The mailer sure creates the feeling of personal attention among the recipient. Again the welcome gift is highlighted to encourage repeated purchase.

Day 4 – Slot: Morning

Message: Brand PromotionMailer Type: HTMLSubject line: Want the best for your Child?Time of Release: 10:30 AM Daily

Here the emotional side of the parent is tickled and pacified with the help of a international brand.

Day 5 – Slot: Morning

Message: PromotionMailer Type: Alert on coupon expirySubject line: Don’t Miss This LucyTime of Release: 10:30 AM Daily

Alerting the buyer of the coupon expiry for the next purchase, creating urgency andencouraging them for repeated shopping.

www.cmercury.com

Thank You.