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CRM (Customer Relationship Management) is the work of managing the relationship with existing customers and subscribers: splitting people into groups, writing at the right time with the right message and measuring results. All with people's consent, as the GDPR requires.
It means splitting customers into similar groups, to send each one the right message. A simple way looks at how many orders the person has placed and how long it's been since the last: new, loyal, inactive.
For exampleA candle shop: Elisa bought once yesterday (new); Tommaso buys every month (loyal); Rita hasn't bought for over a year (inactive).
To send promotional emails you need the person's consent. There's an exception: people who already bought can be offered similar products, if they were informed and didn't object. Never bought lists, never addresses taken from social media, never email people who unsubscribed.
For exampleThe candle shop can email people who signed up to the newsletter; it can't use emails collected by another company.
They go out on their own after something the person does, for example a cart left half-way. They work if they arrive soon, are few and remind people what was in the cart. Every email must have the unsubscribe link.
For exampleAbandoned candle cart: a reminder after 2 hours, maybe a second after a day, then stop.
The open rate is emails opened ÷ emails sent. To estimate how much you recover from carts: abandoned carts × percentage recovered, then × average cart value.
For example5,000 emails sent, 1,000 opened: 20%. 200 carts, 15 in 100 recovered = 30, at €30 each = €900.
For each customer look at two things: how many orders they've placed and when the last one was. One recent order means new; lots of orders and the last one recent means loyal; no orders for many months means inactive, even if they bought in the past.
For exampleCandles: Luca, 5 orders, the last 10 days ago: loyal. Marta, 4 orders, the last 13 months ago: inactive.
For each customer choose the right group.
Why it matters. Splitting customers into groups (segmentation) lets you send different messages: a welcome to new ones, thanks to loyal ones, "we miss you" to inactive ones.
There can be more than one right answer. For each, ask yourself: did this person say yes to us, or are they already a customer who was informed? If the address comes from others, from social media or from someone who said no, you can't email them.
For exampleA customer who bought candles can get an email about similar candles, if she was informed and didn't object. People who unsubscribed mustn't be contacted again, not even "one last time".
We want to send emails about carts and new products. Who can we send them to? Choose all the right answers.
Why it matters. Under the GDPR and the Italian Privacy Code, promotional emails require consent. The exception: you can email customers about products similar to the ones they bought, if you informed them and they can say no at any time.
Think about the person who left the cart: a small oversight should be pointed out soon, before they forget completely. Too many emails become a nuisance. The unsubscribe link is required in every email, not just the last.
For exampleAfter 2 hours: "You left the vanilla candle in your cart". After a day, if needed, a second reminder. That's it.
Choose how the automated emails for people who abandon their cart work.
Why it matters. Automated emails work when they're useful and respectful. Fake urgency, like countdowns that restart, is an unfair commercial practice.
Do the maths in order: carts recovered = abandoned carts ÷ 100 × how many are recovered per 100. Revenue = carts recovered × average value. The open rate is opened ÷ sent × 100.
For example200 carts, 15 per 100: 200 ÷ 100 × 15 = 30. With an average value of €30: €900. 1,000 opened out of 5,000: 20%.
Using the data on the card, make an estimate.
Why it matters. Making an estimate before starting helps decide whether an activity is worth the time. The open rate is approximate: some email apps inflate it or hide it.
Luca has written to you: Lots of abandoned carts. You'll solve it in 4 parts, in about 20 minutes.
Here you'll find the request and a card with the numbers. Use them to answer: that's where the right answers are.
The parts one below the other. You don't need to write anything: choose in the tables, among the proposals and in the menus. Watch out for traps!
Checks turn green when something is right, and I tell you what to fix. Each hint you open costs 5 points.
Your work stays saved in this browser. At the end click Submit and compare to see your points and the solution.