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Email marketing involves not only working on content and writing letters. It includes, among other things, a lot of technical settings, because commercial letters should be delivered correctly and not fall into spam.Often we are given even more complex technical tasks, and will be discussed below. We have a whole technical department in our agency, and sometimes the service settings take 70-80% of the time to work with the client.Inputs and objectivesLionstory is an online store in the United States that sells children's books. These are personalized stories. On the site you can choose your favorite story, as well as a name, gender, shade of skin, eye color, hair of the hero and order such a story for the baby.The company contacted us in September 2021. They already had a ligament amoCRM and SendPulse. Some of the transactional and content emails left amoCRM via SMTP SendPulse, and the part was directly from SendPulse.Then the client switched to the Convead service. In total, we can distinguish four services that were involved in the Lionstory email marketing process::amoCRM for transactions,Shopify for payment,Convead to send all
emails,Customer's .The task is: all mailings and analytics should be in the same service.It was necessary to combine the four above elements into one. The client wanted to ensure that all letters – both transactional and content – leave the Convead service and statistics are collected there. Agree, it is convenient.The process of work on sales automationUnified Communication MapStarted with a single shopify website design communication map in Miro and agreeing with the client. We built a full chain of possible options for the actions of buyers of the site.Unified Communications Map for LionstoryWelcome chainFirst, a welcome chain of four letters was launched. So we introduce users to the company and the process of creating a personal book. Here we answer the frequently asked questions, we offer a discount on the first order.Welcome-chae email for LionstoryA welcome chain is an opportunity to communicate with the client, form loyalty to the company’s product and identify the brand in the eyes of a subscriber.Transactional LettersThe launch of letters that are sent after payment of goods was preceded by many technical tasks and calls with the client. It is very difficult to combine four services into one due to Convead integration restrictions.The following tools were used to send transactional letters:preparation of TZ,checking the correctness of integrations,I find out the possibilities of Convead by
communicating with their technical support.Combination of servicesTo perform the main task, only one integration was not enough. It was necessary to take some of the information in Shopify and insert it into Convead, the same thing to produce with part of the information from the self-written site.After the necessary integrations, we structured the entire data array in Convead, combined the services and launched it.ResultsThe task is 100% completed: purchases, payments, mailings of all types of letters and statistics are combined into one service.We continue to improve and complicate the letters at the request of the client. You can compare, for example, a transaction letter at the beginning of cooperation and now.Here, an unusual design decision was the visualization of the character of the story immediately in writing. As you remember, on the site, the buyer chooses the name, gender, skin shade, eye color and hair of the hero of the story.
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發表於 2024-11-7 18:26:22