Producing Customized Email Automation Campaigns
With Hemplucid’s contacts segmented, we began launching various email campaigns tailored to each group. Rather than making the emails just a one-and-done situation, we turned them into a mini-nurture series. This included putting together several different campaigns like customer win-back, repeat-customer, sunset-flow, and an abandoned-cart email series.
Each email consisted of relevant information (blog posts, recommended product pages, coupons, etc.) and follow-up messages. The key was to infuse each step of the buyer’s journey with trust and ease to better support their leads.
Better yet, our client didn’t have to worry about executing these email series manually. With automation, the right emails were automatically sent at the right time.
A/B Testing Key Variables
Before sending out Hemplucid’s email campaigns, we had to ensure we were launching low-risk, high-value campaigns first. This required A/B testing, or split testing.
Based on former heat maps and eCommerce best practices, our marketing automation team A/B tested different variables such as subject lines, call-to-actions (CTAs), images, copy, and footers. That way, the most effective campaign options would be sent to their audience.