Setting up a Replenishment Automator
WhatCount’s Replenishment automator maximizes purchases of replenishable products by sending customers personalized reminders based on their individual consumption patterns.
1 - Assign Recipients
The default recipients for a Replenishment automator are all eligible buyers.
You can customize the audience for your Replenishment campaign by clicking the select menu next to “Send this Campaign to” and selecting the option Custom Segment. Use the segment builder to create conditions to narrow your audience. (Read more about how to use the WhatCount's Segment Builder.)
If you choose to break out the Replenishment automators into different customer groups, remember to set up multiple automators to make sure all desired customers are covered.
2 - Select Products
WhatCounts uses a proprietary algorithm to identify targeted replenishable products based on the consumption patterns of your customer base. You can opt to move forward with the identified list of products, or view the full list and manually choose which products to include/exclude.
If you choose to manually edit the product list, the next page will display a list of all products identified as replenishable. The slider at the top of the page allows you to increase or decrease the number of products included in your Replenishment campaign; slide right to expose more products from your catalog, or left to show fewer.
Use the header rows to sort the products into different views to help focus your decision around product/category selection.
Note: due to product catalogs frequently being updated (new products added, older products removed), the number of products determined as replenishable will change over time, too. We recommend revisiting this page on occasion to make sure the list of products is up-to-date according to your preferences.
3 - Build & Schedule Emails
Fill in your campaign’s From Address and From Name. You must use a From Address that has been validated by your email service provider in order for emails, including test emails, to successfully send.
Write the subject line for your emails and schedule when you would like customers to receive them. By default, there will be two automated emails: one sent a week before the customer’s replenishment date and one email sent the day before. You could also add a third email to go out a few days after the customer’s replenishment date if a purchase was not made using the ‘Add an email’ link.
Select and customize a template for each email in your series. Additional emails will inherit styles from Email 1, but they can also be customized as needed. Read more about customizing email templates in WhatCounts.
We recommend using the Smart Send option so that customers receive emails at the same time of day they made a purchase. If you prefer to send at a specific time, use the Email Optimization page in the Insights section of WhatCounts to determine best sending times.
The grouping option helps ensure that your customers are not getting too many emails by grouping replenishable items together in one email instead of sending a separate email for each replenishable item. We suggest a window of 2 weeks for grouping items together.
4 - Review Emails
Review your email content and send conditions one last time. Send test emails to yourself or other stakeholders. Choose whether or not you want want to sync the Campaign's audience to a Facebook Custom Audience. When you are ready to activate the campaign, click the “Activate Your Automator” button. Otherwise, click the “I don’t want to activate this automator yet” link to return to the Campaigns page.
Commonly Asked Questions About Replenishment Campaigns
Question: Why are some products not appearing on the replenishable products list?
Answer: There are few reasons why a product may not appear on the list.
- The product may not meet the minimum r equirements for our replenishment algorithm.
- The slider bar may be set too narrow (too far to the left) and may have suppressed the product.
- You may have accidentally suppressed the category the product belongs to.
- We are missing either a product link or product image link.
Question: How do I use the slider bar to change my view of replenishable products?
Answer: The slider bar helps you adjust the view of your product catalog by increasing or decreasing sensitivity to the replenishment score of a product. The results of adjusting the slider are dynamic and will change as your customer behavior and product catalog data change.
Slide left for a smaller list of products that have a higher replenishment score. Moving the slider to the left will hide products that might not be replenishable; by doing this, you create a shorter list of products & categories, but potentially miss out on potential replenishment revenue.
Slide right for a larger list of products that have a lower replenishment score. Moving the slider to the right will show a longer list of products, including products that might not be replenishable.
If you want to create a replenishment campaign around a specific group of products, we recommend moving the slider to the far right to show all replenishment products, then use the checkboxes to exclude products/categories you’d like to remove.
Question: How is the replenishment date determined?
Answer: The replenishment date is based on the average number of days between each purchase of a specific replenishable product. The most recent latency period is weighted more heavily than older latency periods. This allows our algorithm to continuously adjust if customer behavior shifts or changes.
Question: How is a replenishment date determined for new customers?
Answer: In order to determine a customer’s replenishment time for a specific product, they need to have purchased that product a minimum of three times. Until they have purchased that product three times, we will substitute the average replenishment time based on all of your customer data to determine a likely starting point.
Question: How is the time at which my Replenishment email is sent determined?
Answer: WhatCounts uses SmartSend technology to send the email at the same time of day as the customer's most recent purchase.