Welcome to another episode of Omnisend’s daily tip series, where in roughly 3 minutes or less we’ll give you actionable tips on ways to improve your email & SMS marketing program and make you better marketers. 

Yesterday we talked about making sure new, non-purchase email subscribers were the ones receiving the welcome series. Today, let’s continue the personalization theme by going back to the topic of intent. 

Remember last week when I said those traditional manage preference forms in a welcome series were outdated? After all, no one wants to interrupt their shopping journey to fill out forms. Well, if they don’t tell you their preferences, how would you ever know? 

Well, the answer is as old as email marketing itself — the click!

Think about all the things a click can tell you about their interests and intent. Did they click on the “men’s” or “women’s” product link? Did they click on earrings or engagement rings — kind of a big difference. Or maybe they clicked on the “gifts for her” link? What matters here is that each click tells you something about the shopper’s intent.

This type of user behavior is the modern-day preference center. You can use THIS information to determine the next messages the subscriber will receive. 

For instance, if they clicked on men’s shoes in the welcome message, make messages 2 and 3 focus on top-rated or customer-favorite men’s shoes along with a helpful sizing guide, and complete with star ratings and testimonials. 

For those engagement ring shoppers, maybe a series about how to choose the right diamond clarity and cut — you know, things that might HELP a shopper :) 

Creating a welcome series based on click activity will provide them with a more relevant and guided customer journey. 

Write down your primary categories of interest — like those in your nav bar — or other important links currently provided in your welcome message and start listing the content needed to make more specific messaging for each click, like top-rated products from that category, customer testimonials, and related education content—if there is any.  

Start with one split at a time and continue building as you go.

Setting up this automation is as easy as creating a couple of very simple segments or a couple of workflow split rules inside of your automated workflow itself. This can take as little as five minutes in the right marketing platform — like Omnisend!

That’s it. A modern-day preference center and welcome series that is focused on the subscribers’ immediate interests!

Tomorrow, I’ll be discussing the importance of SMS inside of a welcome series, so be sure to check back. 

Thanks for tuning in to this episode of our marketing tips series, Feel free to let me know if you have any questions. Until next time, happy marketing!