Some strategies never go out of fashion.
Even if the world is under constant disruption, you’ll still find classic hits that continue to deliver outstanding results.
And guess what?
Modern reporting and analytics have teamed up to make these tried-and-true principles even more effective.
Today’s article explores the synergy between evergreen and cutting-edge technology – and how to leverage it to expand your customer base with power customers.
Benefits of Evergreen Campaign Automation
Evergreen campaigns quietly work behind the scenes, freeing up your time to tackle other creative challenges.
Think of them as the “get-it-done-now-so-you-can-do-something-else-later” tasks.
They’re efficient, and they’ve got your back.
Build Long-Term Partnerships
When you dive into a long-term strategy, you’re forming extended partnerships that stand the test of time.
In the context of evergreen campaigns, this often means consistently applying specific strategies or initiatives over a considerable duration.
These campaigns may last anywhere from several months to a year, giving you plenty of time to gain traction and nurture lasting loyalty – qualities that all brands aspire to achieve.
Boost Your ROI
The more you invest in evergreen campaigns, the greater your potential for substantial returns.
Evergreen campaigns are designed to keep your brand in the spotlight, ensuring that your audience encounters your message repeatedly.
This reinforces your brand among your dedicated followers and continually attracts new ones.
With each interaction and engagement, trust in your brand deepens, ultimately leading to increased conversions and a more substantial ROI.
Gather Valuable Data Insights
Whether online or offline, evergreen campaigns offer the advantage of collecting a wealth of performance data.
This data provides valuable insights into what strategies are working effectively and what might need adjustment.
Over time, the accumulated data enables you to fine-tune your approach and make data-driven decisions that improve campaign performance.
Tailor Strategies to Suit Your Brand
Many brands, especially those new to evergreen campaigns, might start with a test campaign to understand its effectiveness.
This trial phase allows brands to discover which strategies resonate best with their audience and yield the desired results.
Once these strategies are identified, they can seamlessly integrate into a long-term evergreen campaign.
In a nutshell, evergreen campaigns quietly keep your brand in the spotlight while you tackle other significant challenges.
They’re the gift that keeps giving, ensuring your brand stays top of mind and your audience keeps returning for more.
Thus said, let’s explore six types of evergreen campaigns you should definitely have on autopilot.
These campaigns leverage your customer data to target individuals who are highly likely to be interested in your brand due to their shared characteristics with your top-performing customers.
Lookalike campaigns are a perfect blend of data-driven marketing and customer connections. These campaigns help you find and engage with potential customers who will likely become your biggest fans.
Instead of casting a wide net and hoping to catch whichever fish stumbles upon it, you’re using lookalike audiences to reach consumers remarkably similar to your existing top-notch customers.
In this context, “top-notch” refers to customers who bring in the most revenue, boast the best RFM scores, or have a penchant for specific products. Identifying these shining stars in your customer base is the foundation for your lookalike audience targeting.
Lookalike campaigns thrive on data, so feeding your algorithm with the correct data is crucial.
Ensure it’s clean, up-to-date, and spiced up with essential information like demographics, browsing habits, and purchase history.
The better the ingredients, the tastier the dish.
Check out the Audience Builder Feature inside Reveal!
This feature enables automated targeting by automatically importing your customer data, creating audiences, and sending them to Facebook, helping you create lookalike audiences with just a button click!
Personalized onboarding for high-potential new customers
High-potential customers are like VIP guests at a grand event, and it’s your job to make them feel like stars. They deserve the red carpet.
You’ve got access to zero-party data, the information your customers willingly share with you. This data is your golden ticket for personalized onboarding.
New customer onboarding doesn’t need to be complicated. It simply needs to offer a process that compliments customers’ needs.
If your new customer purchased running shoes, it’s not just about sending a generic welcome email. It’s about recognizing their interests and aspirations.
For these fitness enthusiasts, you could offer tips to boost endurance, suggest training plans, or provide access to exclusive running communities.
In essence, you’re helping them take the first step towards achieving their fitness goals with your products.
On the other hand, if they’ve bought groceries, you can offer a different type of support.
Provide cooking guides, meal prep tips, or even recipe recommendations tailored to their purchase history.
This way, you’re not just selling groceries but facilitating a more enjoyable and convenient culinary journey for your high-potential customers.
Remember, your customers bought your products with specific intentions in mind. They’re seeking progress, improvement, or a solution to a problem.
Personalizing their onboarding experience demonstrates that you understand their needs and your dedication to assisting them in achieving their goals.
Prevention campaigns for at-risk customers
In the world of customer retention, prevention campaigns are the guardians of customer loyalty.
In fact, automatically triggering campaigns and proactively engaging with customers in the danger zone is more effective and cost-efficient than trying to cure it.
Conduct an RFM analysis to identify customers whose engagement is waning.
After identifying at-risk customers, you can place them inside churn prevention flows. This way, instead of waiting for customers to exit the door, you reach out to them while they’re still in the room.
For instance, when it’s been a while since a customer’s last transaction or interaction with your brand, this triggers a tailored campaign designed to rekindle their interest.
When you prevent churn, you retain customers and save resources that would otherwise be spent on reacquiring lost customers.
It’s not just about avoiding consequences; it’s about optimizing your efforts and resources for the best results.
Win-back campaigns for lost customers
Sometimes, when you lose customers, you must accept it and move on.
Other times, customer re-engagement is just a few clicks away.
However, the key to reconquering customers’ hearts doesn’t hide in showering them with discounts.
Instead, customer recovery is about understanding the root causes of their departure and offering a compelling experience to win them back.
Win-back campaigns should begin with empathy and curiosity about your lost customers.
Why did they leave in the first place?
The answer lies with the customers themselves.
Automated reactivation campaigns start by reaching out and asking customers about their churn reasons.
Once you’ve uncovered why they departed, it’s time to tailor your approach, rectify the problem, and invite customers to rediscover your brand.
Apologies to low-NPS customers
Apologies can be powerful tools for rekindling trust and restoring customer loyalty.
Let’s be honest; no business is immune to occasional missteps or customer grievances.
When customers express their dissatisfaction through low NPS ratings, it’s a signal that something needs attention. Rather than viewing it as a setback, see it as an opportunity to mend relationships and win back trust.
Start by understanding why the customer was dissatisfied. Was it a product, service problem, or something else entirely?
Address their specific concerns, showing that you’ve listened and taken their feedback seriously.
Apologies are meaningful when they come with solutions. If it was a product issue, offer a replacement or a refund. If it was a service problem, outline your steps to improve.
The goal is to show that you’re actively working to prevent a recurrence.
Campaigns for brand ambassadors
Brand promoters, those loyal customers who enthusiastically rate your brand with 9s or 10s on the NPS scale, are invaluable assets for your business.
They’re your cheerleaders, advocates, and the driving force behind positive word-of-mouth marketing.
Their loyalty goes beyond transactions; it’s about their emotional connection with your brand.
Begin by segmenting your customer base to identify those who consistently rate your brand with 9s or 10s on the NPS scale. These are your brand ambassadors, and they deserve special attention.
Craft campaigns that encourage your brand ambassadors to spread the word about your products or services.
This can include sharing their positive experiences on social media, writing reviews, or referring friends and family.
Acknowledge and reward their efforts.
Whether through exclusive discounts, early access to products, or a heartfelt thank-you note, let them know that their advocacy is appreciated.
Implementing Automated Campaigns
So, you now know the “why” & “what” of automated RFM campaigns. Let’s move on and take care of the “how.”
Before beginning, sit down and define your precise goals. What’s your mission here?
Is it boosting sales, increasing customer engagement, audience expansion, or something else entirely?
You must know what you’re trying to achieve so you know how to measure and adapt your strategies.
With a clear goal, it’s time to decide on the tools you’ll need to achieve your goals. Think of SaaS such as Mailchimp or Hootsuite as your partners in crime, automating the content of your campaigns.
The next step is researching your audience and understanding their needs intimately. We already discussed the importance of personalization for your campaigns. In this step, you’re gathering all the intelligence you need to design the campaigns in a targeted manner.
Next, you have to set the stage and check your data hygiene. These campaigns are only possible with your data, so clean it up to ensure its accuracy.
You’re almost ready – but now comes the creative part, where you use your data as a foundation for your content.
High-quality content is your secret weapon and key to success, so take your time and craft compelling and inspiring content for your customer segments.
Now that everything is set, you need to identify the triggers – those moments when your campaigns leap into action. It could be when a power customer slips into a lower category, automated alerts signal a disappointed customer, or someone gives you a glowing review.
Lastly, you have to build your automated workflows based on the triggers you set in the previous step, then set them up in your preferred tool.
Ready, set, and go!
Best Practices for Successful Autopilot Campaigns
Evidently, before launching any campaign, you’d want to ensure you’ve done anything in your power to ensure its success.
To that end, we turned our eyes toward established minds in the industry to put together the ultimate best practice list for evergreen campaigns.
Craft a Compelling Message
Neil Patel’s emphasis on storytelling goes beyond mere content creation.
It means creating narratives that resonate emotionally with your audience. Successful autopilot campaigns should deliver information and weave it into a captivating story.
Stories have the power to connect on a human level, making your brand more relatable and memorable.
As an established marketer, Seth Godin advocates for data-driven campaigns. His writings underscore the need to effectively collect, analyze, and leverage data.
It’s about more than just gathering data. It’s about using it to gain insights into customer behavior, preferences, and pain points.
This information helps segment your audience accurately and tailor truly relevant campaigns.
A man after our own hearts, what can we say?
Personalization is Non-Negotiable
HubSpot’s experts stress the importance of personalization, and this extends beyond addressing recipients by name.
It means understanding each recipient’s unique needs and preferences and then using automation to deliver resonant content.
Behavioral triggers and dynamic content are essential tools for achieving this level of personalization.
Respect the User’s Journey
Dan Sincavage’s advice highlights the need for aligning autopilot campaigns with the customer’s journey.
It’s not about bombarding users with content but delivering it at the right stage of their buying cycle.
Mapping content to various stages—awareness, consideration, and decision—ensures that recipients receive relevant and helpful content at each step.
Human Touch in Automation
Benyamin Elias suggests that while automation is crucial, it should be used strategically.
Routine and repetitive tasks can be automated, freeing up resources for more personalized human interactions.
This balance between automation and personal touch ensures that customers feel heard and valued.
For example, prioritize phone calls for high-value customers when contacting disgruntled customers. Nothing beats hearing an apology rather than sending them an email.
Quality over Quantity
Joe Pulizzi’s advice underscores the importance of content quality.
It’s not about inundating recipients with messages but providing content that genuinely enriches their lives.
Quality content builds trust, positions your brand as an authority, and fosters long-term engagement.
Treating your customers well is one of the most important things in running a business.
It’s not just about recognizing them; it’s about entirely appreciating their time, intelligence, and choices. Instead of seeing them as money sources, think of them as people with feelings, likes, and needs.
To be their friend in solving their problems.
Now, let’s talk about value.
You should always aim to provide something valuable to your customers. Avoid the temptation to trick them into buying things they don’t need with flashy ads or discounts.
It’s not just about making quick sales but building a robust and trustworthy relationship.
Think about it.
These people have given you their time, trust, and hard-earned money. So, it’s essential to treat them as equals and use technology to develop new ways to improve their lives.
Future Trends in Evergreen Campaign Automation
We’re not just making assumptions when discussing future trends in everything eCommerce-related. We’re looking at the evolving landscape, understanding how technology advances, and drawing conclusions.
Seeing how eCommerce looks today, it’s safe to pick some patterns that will definitely write the next chapter in the marketing story.
Let’s dive deeper into each of these ideas, revealing the enchanting possibilities they hold for evergreen campaigns.
AI: The Key to Personalization
Evergreen campaigns aren’t just static messages; they evolve dynamically based on individual preferences, browsing behavior, and purchase history.
To that end, AI emerges as the key to personalization and adaptability.
AI harmonizes data points to create a customized experience for each customer, helping you craft unique, resonant campaigns for each audience segment.
Predictive Analytics: Foreseeing the Future
Evergreen campaigns are no longer bound by historical data alone; they can foresee the future with predictive analytics.
Predictive analytics can reveal customer behavior trends before they fully materialize.
This foresight enables you to fine-tune your evergreen campaigns, offering precisely what customers desire even before they realize it themselves.
Multichannel Mastery: The Norm
The landscape of evergreen marketing campaigns has evolved into a multichannel experience.
Think of it as orchestrating a grand performance across various stages – email, social media, SMS, chatbots, and more.
Each channel plays a unique role, contributing to a harmonious and comprehensive customer engagement experience. You aim to align all channels into a captivating and immersive customer experience.
Customer Experience in the Front Row
Your job is not just about delivering a product or service but crafting an unforgettable show.
Picture your evergreen campaigns as the headlining act in a festival; every interaction with the audience is a moment of delight and enchantment.
These campaigns aim to bring customers in the front row, eagerly anticipating your next move.
Real-Time Adaptability: Making It a Reality
With advanced analytics and automation, evergreen campaigns can adapt and change instantly based on customer behavior and market shifts.
They can adjust to the changes in your audience, ensuring that every message perfectly matches customers’ behavior.
In the world of business, your customers are the real stars. Your job is to ensure they have a great experience filled with respect, value, and improvement. It’s like creating a beautiful connection where everyone enjoys the relationship.
And there you have it, the simple yet powerful equation that makes evergreen campaigns a timeless gem in the world of retail.
It’s all about blending those enduring principles with modern segmentation practices to create retail magic.
No secret sauce, no quick fixes—just the timeless principle of working hard and working smart.
Here’s to the magic of evergreen success!
Frequently Asked Questions about Evergreen Campaigns
What are evergreen campaigns, and why are they important for marketing?
Evergreen campaigns are enduring marketing strategies designed to remain effective over extended periods, offering sustained brand visibility and lead nurturing.
They build trust and credibility with your audience, contributing to long-term marketing success.
How do prevention campaigns work, and how can they reduce customer churn?
Prevention campaigns identify and engage at-risk customers using data-driven approaches like RFM segmentation.
By addressing issues before they lead to customer churn, these campaigns enhance retention and loyalty, reducing overall churn rates.
Can I track the success of my evergreen campaigns?
Yes, success can be tracked through metrics like website traffic, conversion rates, CTR, and email open rates.
Analytics tools and CRM systems help monitor campaign performance, ensuring they continue to deliver value.
Are there potential challenges in implementing and managing evergreen campaigns?
While evergreen campaigns offer lasting benefits, challenges include maintaining content relevance, audience engagement, and balancing with time-sensitive initiatives.
Staying updated with technology and trends and avoiding campaign staleness through ongoing optimization are essential for their success.