Campaign Management for Your growing E-Commerce Business

“I want to send WhatsApp messages to every new user onboarded on my platform. How do I automate it to make this real time?” — Automating WhatsApp Messages for New Users

“Can I send push notifications on my app to the customers whose wallet balance is less than my average order value?” — Push Notifications for Low Wallet Balances

“Can I send promotional offers only to customers who purchase product ‘X’ from my platform? Also, is it possible to limit users count for such offers?” — Targeted Promotional Offers for Specific Purchases

“How can I send acquisition WhatsApp messages to re-activate my churned out customers?” — Re-Engaging Churned Customers with WhatsApp Messages

“Can I define a cohort to target for my next campaign?” — Defining a Cohort for Targeted Campaigns

“Would I be able to add a popup whenever a customer logs into my app from my website and has at least purchased once from my platform in the last 7 days and ask them for feedback?” — Adding Popups for Feedback

“Can I build and make live, a quick and simple gamification experience on the app and target it to specific user cohorts?” — Building a small Gamification Experience

“I really don’t want to code all these flows in-house. Is there any 3rd party software that I can connect with?” — Using Third-Party Software for Automation

Do all these questions, ring a bell to you!?

Is YES, then this article is a preview on how you can pull all this off!

Let’s start with basics.

Lets understand how they can help us achieve all the above eventually without really building the same logic internally.

Here were are looking at two parts:

1. Manage click tracking data and interactional data for my product along with building attribute level information for my users
2. Be able to manage marketing and growth campaigns

Then there are some tools that might support both.

So essential, in a generic scheme of things, this is what you would want to do once you integrate with any such tools.

1. User data management: Build user profiles with user-level attributes added. User attributes could be things like the City user is based in, the average order value of the customer, lifetime order count, platform used(Android/iOS/Web), and then there could be standard attributes that the tool will make mandatory to capture.
2. Attribute updation: Every time there is any update or action by the user that might mean your user attributes might be impacted, we need to sync back the updated values of the user attributes.
3. Event Capturing :Then there are event capturing (pls note event capturing is not same as click tracking). For example, an event could be a order purchased by the customer. We will want to trigger an event like ‘Order_purchased’ and pass some event information with it like maybe Customer_id, amount, item_list.

The user attributes and the event capturing will setup the basic information on which your marketing and growth teams can base their campaigns and in-app & outside app customer targeting.

You will be able to use the events and user attribute details, to build dynamic logical flows on these tools, that could have logic on auto-triggering, say a WhatsApp message, to a particular cohort of customers.

You will also be able to run campaigns, design the mediums via which you would want to target customers (PN, SMS, WhatsApp, In-App) and add custom templates to them. Then add the automated logical flow and cohort selection and make that campaign live. If you are worried, you might overall your budget, you can also set upper limits to limit over reach.

I will try list some of the tools(in no particular order) that I know of or might have worked in the past on. (Certainly NOT a promotional article or reference to any tool!)

MixPanel, MoEngage, CleverTap, Netcore Cloud, Adobe Analytics

Campaign management is a complex and creative task, but the tools mentioned above can help you automate and optimize your marketing & growth efforts effectively!