Digital relational programs: What are they and how can they be implemented?

New digital relationships ‘starting from scratch’

The digital relational programs allow us to create new digital relationships between the brand and the clients starting from a database that contains little more than emails. buy youtube views

Any company with a digital presence that has a database of its customers should take advantage of this information to create, maintain and even reactivate relations with their customers through digital media.

How to start a digital relational program

To see how to start up a digital relational program, we will use an ecommerce as an example.

To start these relationships we must create 4 or 5 actions that have to give results in a month at most. Each of these actions must be balanced in terms of: ease of start-up and maintenance, construction cost, speed of execution, internal value (data expected to be collected to improve the database), expected .

It is convenient to divide these 4 or 5 actions (including 6 if necessary) between objectives to build the relationship, maintain it or reactivate it if necessary.

Among the actions designed to build the relationship we would have the welcome email, the welcome email reminder email, and of course any email campaign that has to do with the registration of a new user, such as offers and discounts for new customers. , welcome emails to the newsletter subscription, etc.

Within the actions to maintain the relationships already established would enter the anniversary emails as a customer of the store, offers for the anniversary of the ecommerce , notify of a raffle or a contest in the store, among others.

Also no less important are the reactivation actions , among which would be the cart abandonment emails, of users who have registered but have not returned to the store, or it may even be the case that a new user, after have registered, have not returned to the store, you could be sent an email reminding you that you have an account in the store, that you have not accessed and if you are still interested in keeping that account, if you need to recover the username and password or you prefer to low.

These actions will allow us to launch our small digital relational program with very short-term results, which will allow us to analyze the new data as well as the results and make corrective decisions to improve the actions.

But let’s not forget that these would only be the first steps. Since little by little we should start to build new more complex actions in the medium and long term. But the success and efficiency of these new actions will depend to a greater extent on the success of these small first steps, because the great relationships have to have a good foundation.