After defining the objectives and main channels where you want to speak to the public, automation emerges as a valuable tool capable of integrating different stages of the purchasing journey , quickly and effectively.
This happens during and after Black Friday , as email automations are an excellent alternative to communicate in a personalized way , and provide the right stimulus at the time of purchase.
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Using the integration between e-commerce and an automation platform, it is possible to monitor advanced information about the virtual store, such as products purchased, number of transactions, purchase values, in addition to carrying out segmented shots to speak to the base.
Qualification Flows vs. Behavior Flows
Thinking about making the most of automation tools and data integrated into e-commerce, the difference in email campaigns lies in advanced segmentation and the flows that are created to speak to the base.
Therefore, understanding the audience's interest and purchasing moment are points that help to maintain personalized and relevant communication , which is ideal for stimulating sales and decision-making. In this sense, sending more segmented and less generic emails can increase the success of the strategy and contribute to the brand's objective.
To delve deeper into the subject, there are two types of flows that can be used to nurture and activate leads at different stages of the purchasing process: the qualification flow and the behavior flow.
Qualification Flow
Here we are talking about advancing the funnel, that is, encouraging the lead to take a step forward in the purchasing journey, whether to attract opportunities to the website, promote the platform, register, or encourage the purchase . This type of flow is usually more extensive and can include several branches, depending on the intention and response time of the lead .
A practical example to illustrate this flow is to think of a summer campaign for a bikini brand. During the season, the public is stimulated with content and tips on how to care for the item, news about collections and special offers. Thus, the process is marked by intervals that help the lead interact with the emails and advance through the stages of the funnel.