Running a promotion can be a great way to reach new customers.Therefore, it’s also an opportunity to grow your audience. But a dramatic increase in first-time shoppers can create some challenges for your e-commerce store. For example:
The quality of your customers might not be as high as before the sale, if they were driven to buy by discounts, not the need to solve a pain point.
An increase in new customers using your products could lead to an increase in customer support requests that you might not have the capacity to handle.
Segmenting your customers during your next promotion can make it easier not only to prevent potential problems, but also to take advantage of your audience growth.
The key is to learn what you can about people who join your audience soon after they join it. Using S-Media’s Customer Journey builder, it’s as simple as automating a survey to go out to new customers.
By automating delivery of the survey you built in Part 1 of this series, you can collect valuable customer-provided data and segment your new customers into tiers based on the quality of their engagement. In other words, your new customers will be automatically prompted to tell you about themselves and how interested they are in your business—that way, you know how to market to them in the future.
Here’s how to create a Customer Journey that automatically sends a survey to your new customers.
Automate your survey with Customer Journey Builder
Every time a new customer signs up for your email list, you can send them the new customer survey you created in Part 1. To do so, you’ll create an automation using Mailchimp’s Customer Journey builder, which is available with the Essentials Plan and above.
Setting this automation up before your next sale or promotion will ultimately help you save time by accomplishing a few important marketing tasks at once. First, it will help you keep your audience clean—which means it’s filled with people who really want to hear from you—so that you can maintain email engagement. It does this by segmenting new customers based on their interest and interactions with your business. This lets you invest your time in marketing to those who care most—and are more likely to make another purchase.
Second, the survey gathers feedback on which marketing channels draw new customers to your store. Simply asking, “How did you hear about us?” gives you a precious insight into the best marketing channels for growing your audience.
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