Step 1: Technical implementation

The first challenge in our path was that BeActive did not use a marketing automation system, and previous mailings were made using a completely archaic solution.

So we first had to recommend a suitable tool to the client, tailored to their requirements and specifics. Once the marketing automation system was selected, we oversaw its integration with the BeActive website. The next step was to import the contact list and get the account ready to go.

Step 2: "Resurrect" the mailing list.

Before we could move on to mass mailings to our entire contact list, we first conducted a so-called IP address warm-up, which consisted of a whole series of mailings to pre-segmented, small groups of recipients. In this way, we built up a proper reputation for our IP address with ISPs. This, in turn, guaranteed that the emails we sent would fall into our subscribers' inboxes instead of the spam folder. Our warm-up messages announced the reactivation of the newsletter, explained the benefits of being a subscriber to the BeActive list, but also explicitly stated that you could unsubscribe from the list at any time.

Step 3: Increase profitability

A business without marketing automation implemented resembles a hole in a bucket. The only difference is that instead of dripping water, thousands of zlotys escape from it every day. So our main goal was to "patch" the holes in our purchase funnel. We were able to achieve this by implementing automation

recovering abandoned shopping carts, reminding customers when their cards are about to expire, and through win-back campaigns. By setting up e-commerce data tracking in advance, we knew at what point to send reminder messages to our customers.

Step 4: Start the newsletter

The basic task of our newsletter was very simple: to inform subscribers about new promotions for the BeActive card and thus give them the opportunity to buy the card at the best possible price. It was this goal that automatically imposed the nature of communication on us; As a result, we focused on unobtrusive, not too frequent mailings, which will not strain the patience of people subscribed to the mailing list and will not persuade them to unsubscribe from it. In the content layer, we used catchy topics bordering on clickbait, simple and coherent communication with other communication channels, and a humorous, light form of news that will be digestible for young recipients who are particularly sensitive to embarrassment, inauthenticity and artificially "youthful"

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One of the nicer things about marketing automation is that, unlike performance activities, they do not require an advertising budget, and subscriber lists built organically enjoy the highest quality. On the other hand, marketing automation is the perfect complement to paid activities, which together create a synergistic, powerful effect.