Introduction/overview 

Client Information:

  • Company Name: AMS, Inc.
  • Industry: Agricultural, Geotechnical, Environmental, and Groundwater.
  • Location: American Falls, Idaho
  • Date of Implementation: 2022 - 2024

 

Background:

Unific is a leading technology solutions provider specializing in customized software development for e-commerce. With a growing customer base and expanding product catalog, Unific recognized the need to streamline the automation of marketing outreach campaigns to encourage sales, leading customers to becoming more loyal to a single brand.

Over the past decade, Unific has perfected their Deep Data Sync product, trusted by over 2000 clients. Unific’s latest breakthrough is the Dynamic Coupon product, designed to generate single-use coupons tailored to each client's specific needs.

In 2022, Unific partnered with AMS, Inc. (AMS) to use both these tools to nurture customers at key points in their customer journey.

The challenges/problems they were facing

  1. Personalization at Scale
    • Challenge: Creating workflows that feel personalized can be difficult when scaling to a large customer base. Workflows need to resonate with each customer, considering their unique preferences, behaviors, and demographics. Balancing automation with customization, without making the messaging feel generic, is key.
    • Impact: Lack of personalization can lead to lower engagement and reduced conversions, especially in stages like the welcome and abandoned cart stages where customers expect relevance.
  1. Timely and Relevant Triggering of Emails
    • Challenge: Timing is critical when triggering workflows at different stages of the customer journey. For example, an abandoned cart email needs to be sent at just the right moment (neither too soon nor too late) to nudge the customer back towards making a purchase.
    • Impact: Delayed or poorly timed emails can cause customers to lose interest or feel overwhelmed, leading to fewer conversions.
  1. Customer Journey Optimization
    • Challenge: The more they move towards loyal segments, the easier sales are and the more likely they are to return for more purchases. Engaging customers enough during their journey to generate this behavior can take time and effort that automations can streamline.
    • Impact: Nurturing customers at the right stage based on their own journey brings personalization to them and automation to the company. This approach cultivates increased loyalty in less time, allowing you to concentrate on delivering exceptional experiences. 

4. Handling Customer Drop-off and Re-engagement

    • Challenge: Re-engaging customers who abandon carts or drop off at other key points in the workflow requires understanding the reasons for drop-offs and addressing these concerns. Crafting messages that effectively re-engage customers without being overly pushy can be tricky.
    • Impact: A failure to properly address customer hesitation or objections in follow-up emails, particularly in the abandoned cart stage, can result in lost sales and a higher rate of customer churn.

Solution

To address these challenges, a combination of personalization, timing, automation, and engagement strategies have been employed. By leveraging customer data, workflows can be personalized at scale using dynamic content and segmentation, ensuring each customer receives messages that reflect their interests and behaviors. For timing, automated triggers should be fine-tuned based on customer behavior patterns—sending abandoned cart emails within a few hours of cart abandonment, for instance, while using follow-up nudges if no action is taken and a non-enrollment criteria if an action is taken. Lastly, to minimize customer drop-off, abandoned cart workflows can incorporate urgency-driven messaging, such as limited-time discounts, along with personalized recommendations to entice customers back. This solution not only increases engagement at each touchpoint but also drives conversions effectively throughout the customer journey.

The Implementation Process

  • Integration with HubSpot: Deep Data Sync and Dynamic Coupons were seamlessly integrated with AMS’s existing HubSpot portal, allowing for easy access to deal information and enriched data brought in by Unific.
  • Workflow Builds: Throughout meetings, 4 workflows were chosen and created to encourage sales and engagement at different times during the customer journey. The 4 workflows included were:
    • Smart Abandoned Cart Recovery (coupon included)
    • Second Order Nurture (coupon included)
    • Pop-Up Welcome (coupon included)
    • New Customer Welcome (no coupon included)
  • Customization and Configuration: Emails and workflows were built based on AMS’s brand, products, and website, ensuring the content was unique to them and provided value to the customer. From different products covered, to support channels, etc., each email provided the client with a key piece of information regarding AMS while fulfilling its goal. 

 

Results

  • Enhanced Purchase Completion: After the implementation of the customized workflows, AMS noticed a substantial increase in customers completing their purchases. The Smart Abandoned Cart Recovery workflow, paired with personalized coupon offers, successfully encouraged hesitant customers to return and finalize their orders. The targeted timing and relevance of these emails helped convert more leads into paying customers.
  • Improved Customer Loyalty: The Second Order Nurture workflow played a pivotal role in engaging customers beyond their initial purchase, fostering stronger brand loyalty. By sending relevant offers and timely messages, AMS was able to build ongoing relationships with their customers, resulting in a noticeable increase in repeat business and stronger customer-brand connections.
  • Streamlined Marketing Operations: The integration of Unific's Deep Data Sync and Dynamic Coupons with AMS’s existing HubSpot platform allowed for a more efficient marketing process. The automated workflows saved significant time and effort for the marketing team, reducing the need for manual outreach. This allowed the team to focus on more strategic tasks, while still driving consistent engagement and sales across the customer journey.

 

Conclusion

The collaboration between Unific and AMS successfully addressed key challenges in automating and personalizing customer journeys. Through the integration of Deep Data Sync and Dynamic Coupons, AMS was able to enhance purchase completion, foster stronger customer loyalty, and streamline their marketing efforts. The tailored workflows, optimized for engagement at critical points, not only improved sales but also strengthened long-term customer relationships. This demonstrated the power of personalized automation in driving business growth.