Marketing automation at BeActive

Action

<span class="text-color-black">Krok 1: Wdrożenie techniczne</span>

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.

<span class="text-color-black">Krok 2: „Wskrzeszenie” listy mailingowej.</span>

Before we could move on to mass mailings to our entire list of contacts, 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.

<span class="text-color-black">Krok 3: Zwiększanie rentowności</span>

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.

<span class="text-color-black">Krok 4: Start newslettera</span>

The primary task of our newsletter was very simple: to inform subscribers about new promotions for the BeActive card and thus give them the opportunity to purchase the card at the best possible price. It was this goal that automatically dictated the nature of our communication; as a result, we opted for unobtrusive, not overly frequent mailings that would not strain the patience of those subscribed to the mailing list and would not induce them to unsubscribe from it. In the content layer, we used catchy topics that verge on clickbait, simple and consistent communication with the other channels of communication, and on a humorous, lightweight form of messages that will be digestible for young audiences particularly sensitive to obnoxiousness, inauthenticity and artificially "youthful" messages.

Advantage

We were successful due to several main factors: first, we recommended the client to choose a proven, stable tool. Second, the full integration of the marketing automation system with the website allowed us to gain valuable user purchase data, which we then used to increase the profitability of the activities.

Third, we opted for simple, fresh and unobtrusive communications that fit in with the tonality of the message in the other marketing channels.

Budget

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.