A Post Purchase campaign is an excellent way to stay engaged with your customers after they have purchased from you. Regardless of their lifecycle stage - recent new purchasers, loyal customers, lapsed loyal customers, or lapsed non-engaged customers; you can build a campaign to target any of these customers and more!
Since there are so many strategies that could be implemented, this guide is intended to walk you through the platform setup requirements and provide insight into what you should consider or avoid when building automated Post Purchase campaigns.
These are the minimal setup requirements needed for any type of Post Purchase campaign.
The Post Purchase Solution needs to be purchased and enabled in your Listrak account. If you do not have this Solution, contact your Account Manager for pricing and term details.
A separate Post Purchase list needs to be created and configured.
⚠️ This will need to be set up by a member of the Listrak team.
There is no limit to the number of campaigns you can build, however, each one does require an external event, a campaign, and emails to be created before the Conductor conversation can be built.
1. Create an External Event.
The event will be used to trigger contacts into the Conductor Conversion.
To create, navigate to Authoring > Listrak Conductor > External Events > click
New Event on the bottom of the page.
Enter the Event Name: Use a name that describes the Campaign strategy.
Some Examples: Win Back, Thank-you, Loyal Purchasers.
Click Create Event to save.
2. Create a New Campaign.
The purpose of creating a Post Purchase Campaign is to assign parameters that will specify when someone is eligible to enter the Conversation and how they will be triggered in the Conversation. Once a Campaign is activated any email address (associated with an order sent into Listrak) will be added to a queue and will remain there until the 'WAIT' expires, at which point they will be entered into the corresponding Conductor Conversation.
💡 A single email address can be sitting in more than one Campaign queue.
To create, navigate to Solutions > Post Purchase > click Create New Campaign.
Enter a Campaign Name: Use the same corresponding Event name.
Choose Merchant: Select the merchant/domain the campaign will be used for.
Enter the number of Days: This is the amount of time the customers will be held in the campaign's queue before the system will trigger them into the Conductor Conversation.
Select 'Order' Date from the dropdown: This is the value in the Order file that will determine when the contact will be added to the campaign queue.
⚠️ Choosing the 'Shipping' Date option requires the shipping date to be included in the order file and may require additional work to be done by a
technical resource on your team.
Select the Post Purchase Subscriber List option from the dropdown.
⚠️ Every list in the account is listed, but ONLY the Post Purchase list should be
Select Yes/No Activate option:
'Yes': Will enter customers into the queue. Enable within 2-3 days before launching the Conductor Conversation to allow time to add contacts into the queue.
'No': Does not enter customers into the queue. It is recommended to keep the Campaign inactive if it's configured more than 1 week before launching the Conductor Conversation.
Select the corresponding External Event from the dropdown.
The Email Content section is no longer applicable and does not need to be configured.
3. Create the Emails for the campaign
Build the email messages that will be used for the Post Purchase Campaign. This may require a new email to be built or update an existing message to comply with the strategic needs of a new campaign.
4. Create new Profile Fields and/or a Coupon Pool
5. Repeat steps 1 - 3 for each type of Post Purchase Campaign
Things to Consider...
When building a Post Purchase campaign consider some of the following recommendations.
The Date type (Order or Shipping) that will be used to add a customer into the campaign.
Order Date: This is the most common option because it does not require you to make any changes to your Order file because this field is required.
Shipping Date: This option requires the shipping date to be included in the order file. This may require additional work to be done by a technical resource on your team as this is not a common practice.
In addition, you will need to select either one of the trigger methods:
Ship date or Order status change
Ship date only
💡 The ship date reflected in the queue will be based on the most recent information received about the order.
When building a campaign that uses purchase data to send relevant messages based on a specific product the customer has purchased, is it important to consider WHEN the purchase was made.
If a specific timeframe (i.e. within X number of days) is important to the strategy, you will need to add an Order date parameter in the filter. This will ensure the customers meet both requirements of purchasing X product within X timeframe in order to receive the message.
Add a multipass to non-openers in a Thank you, Review Request, or in other nurture type campaigns to help drive the importance of recognizing those types of customers.
Add Product Recommendations to include more personalized content that is relative to your purchasers or will entice them to make a purchase.
Things to Avoid...
Creating a Post Purchase campaign on your Master (Marketing) List.
WHY: The contacts who reside on the master list are subscribers to your email program and not necessarily purchasers. Whereas every email address that resides on the Post Purchase list has made a purchase.
TIP: Use the Post Purchase list to leverage the valuable order data Listrak receives about all your customers to build campaigns that will help boost your revenue.
Selecting any list other than the Post Purchase list when creating the campaign.
WHY: The Post Purchase list was specifically created for these types of campaigns because it contains contacts that have made a purchase. Using any other list does not guarantee someone has completed a purchase.
TIP: It's simple, always use the Post Purchase list!
Setting the 'Wait For' value to 0 days.
WHY: Setting the value to 0 days automatically defaults to include customers who have ordered in the last 10 days.
TIP: By adding the proper cadence on the campaign settings page will ensure the customers are added to the queue based on the (order or shipping) date in the Order file.
For further inquires on how to leverage or purchase Listrak's Post Purchase solution please contact your Account Manager.