Retaining a customer costs much less than acquiring a new one.
Yet many companies focus their marketing efforts on acquisition to the detriment of retention.
A loyal customer is a true ambassador for your brand, and generates a higher return on investment thanks to greater repeat purchases.
The key? Rely on a marketing automation strategy and targeted campaigns to increase audience engagement and satisfaction.

What is marketing automation?

A process that automates marketing campaigns according to predefined scenariosThese are based on the behavior of a visitor to a website.

Marketing automation meets 3 main objectivesacquisition, of course, but also conversion and loyalty. It's about delivering the right message, to the right person, at the right time.

Personalization and a customer-centric approach: a must

Customer experience is at the heart of loyalty. By intelligently exploiting your customer data, you can offer them ultra-personalized, relevant communication.

Here are a few essential practices:

  • Tailor-made product recommendations : Offer suggestions based on browsing or purchase history.
  • Engaging post-purchase emails Thank your customers after each order and offer complementary products to encourage cross-selling.
  • Exclusive, targeted offers Anniversaries, VIP customers or regular buyers... Personalize your promotions to strengthen the bond with your audience.
  • Marketing campaign orchestration Adapt your mailings to your customers' preferred channels: email, SMS, pop-in, push notification, smart content on the site, WhatsApp, and at the best times to maximize engagement.

Precise segmentation for optimized customer loyalty

Segmenting your customer base is essential if you are to offer tailored communications. One of the most effective models for this is RFM (Recency, Frequency, Amount) segmentation, which identifies :

  • Your best customersto reward their loyalty.
  • Occasional customersto be relaunched with attractive offers.
  • Inactive customersto re-engage before they switch to the competition.

Thanks to this segmentation, you can create more effective campaigns and avoid churn (an indicator measuring the loss of customers or subscribers) by anticipating purchasing behavior.

Measure and optimize your campaigns with key KPIs

In addition to saving you time in managing your campaigns, one of the main benefits of marketing automation is the ability to analyze the performance of your campaigns in real time and quickly adjust your strategy.

Here are a few key indicators:

  • Email open rate Test and improve your email subject lines to maximize engagement.
  • Click-through and conversion rates Analyze which types of content bring value to your customers.
  • Customer Lifetime Value, retention and churn rates Identify your most profitable customers and those at risk of disengagement.

With marketing automation and a personalization-centric approach, you can dramatically improve customer engagement and loyalty. By effectively segmenting your base, proposing tailored campaigns and measuring your results, you maximize your return on investment while turning your customers into spokespeople for your brand.

Enhance the customer experience with our partners

Responsive, efficient customer service plays a key role in building customer loyalty.
Thanks to innovative solutions such as Gorgias, Shopimind and KlaviyoYou'll optimize your customer relations and grow your business.

  • Gorgias centralizes all customer interactions - e-mail, chat, Facebook, Instagram, phone, SMS, WhatsApp - into a single interface, making it easy to manage and automate responses. It also enables direct editing of Shopify orders and access to advanced statistics to improve your customer support.
  • Shopimind helps you automate your marketing campaigns and customer follow-ups thanks to intelligent scenarios. This platform improves engagement and conversion by analyzing visitor behavior to send personalized messages at the right time.
  • Klaviyo is an advanced marketing automation solution that lets you create ultra-targeted e-mail and SMS campaigns. By leveraging customer data, Klaviyo generates personalized communications that boost loyalty and sales.
    By integrating these tools, you can improve the customer experience while boosting your growth.

Need help optimizing your strategy?

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