Mailing strategy to identify lack of orders from users and companies on the transactional portal
Case:
Since June 2023, Messer Colombia has been inviting its customers monthly to place orders through their web-based transactional portal. Customers were informed via email about the availability of the portal for their ordering processes. However, when comparing the number of emails sent to the number of orders placed through the web portal, there was no increase in orders via this channel, and customers continued to place orders by phone.
Goal:
Identify the reasons why customers were not placing orders through the transactional portal and resolve their issues by more than 65%.
Solution:
We created a mailing strategy that included:
- Structuring a survey to identify which customers were placing orders through the portal and which were not.
- Identifying those customers who were not using the portal and asking them through the same survey why they were not doing so.
- Initiating a customer outreach process via phone to provide personalized attention and solutions.
- Creating a training session for all customers on Messer’s transactional order portal to address and resolve any doubts or questions.
Execution:
A survey of 8 questions was structured, dependent and linked to each other to be answered according to the progress in the form. The maximum time to complete the survey was thought to be 1:00 minute. Three email design variants were created to be distributed as follows: first general email blast inviting participation in the survey to evaluate the ordering portal, second design for the second reinforcement email blast explaining that the survey was to identify if they had issues with the ordering portal, third design for the third email blast explaining the benefits they would find by responding to the survey and placing orders through the portal. Following the sends and participation, general thank you emails and confirmation emails were designed for those customers who reported issues with their portal users. Two emails were also created to invite customers to the training session on the portal. A total of 8 email sends were carried out over 3 months, resulting in 6,873 message deliveries to 2,345 users.
User Response:
Users responded correctly and surprisingly to the exercise, commenting that the personalized attention and the effort to quickly solve their access and user issues led them to start placing their orders through the portal again. They were also satisfied with the training, as it allowed them to become more familiar with the transactional portal.
Results:
- 50% of customers enabled for the transactional portal were identified with user issues.
- 84% of users had their access issues to the transactional portal resolved.
- 39.1% average open rate
- 1.86% average CTR.
