Marketing Auto Best Practices Check List

How to read dashboard and action to take
1. KPIs Marketing

2. KPIs Business

1. Smart personalization

• Use CRM or CDP data: first name, last purchase, favorite store, etc.

• Add dynamic blocks based on behavior or profile: blocks based on customer RFM, loyalty status, number of points available, etc.

• Use conditional components in Splio to display certain blocks only to certain targets.

2. Responsive & Mobile First

• 70% of emails are read on mobile devices → test all newsletters on mobile devices.

• Use a minimum font size of 14px and easily clickable CTAs.

3. Conversion-oriented design

• Light visuals, concise text.

• Visible CTAs, ideally above the fold.

• A single objective per email (e.g., “Discover,” “Book,” etc.).

4. Testing & iteration

• A/B testing: email subject lines, CTAs, visuals, send time.

1. Basic maintenance routine

• Set up a monthly routine for unsubscribing or deactivating:

• Contacts that have been inactive for 6 months (no purchases + no opens/clicks) + follow-up after one year before unsubscribing.

• Reactivation before exclusion scenario: reminder 1 → reminder 2 → “marketing pause.”

2. GDPR segmentation

• Create an “Inactive GDPR” segment:

• No purchases + no clicks for 36 months.

• Schedule automatic deletion or anonymization in Splio every month.

3. Hard/soft bounce processing

• Unsubscribe all email-blocklisted contacts from mailing lists.

The welcome journey is one of the key pillars of CRM performance. It must be differentiated between prospects and customers in order to address their respective objectives.

Prospect Journey

Objective: convert the subscriber into a buyer.

Key principles:

• Introduce the brand and its values: “welcome to the world of xxx.”

• Highlight best-sellers to stimulate a first purchase.

• Consider a welcome coupon generated via Splio Reward, integrated into a sequenced journey (presentation, reminder, expiration).

• Add a data enrichment form (date of birth, interests). Clearly explain that providing this information unlocks access to exclusive benefits.

• Structure the email cadence to gradually guide the prospect toward conversion.

Customer Journey

Objective: build loyalty and encourage repeat purchases.

Recommendations:

• Showcase the brand, its history, expertise, and values to strengthen emotional attachment.

• Highlight flagship products likely to match the customer’s expectations.

• Leverage the observed inter-purchase delay between the first and second purchase to optimize the timing of follow-ups.

The post-purchase journey helps develop repeat purchases and increase customer lifetime value. It must be carefully orchestrated.

General Principles

• Temporarily exclude contacts currently engaged in the Welcome Customer journey to avoid redundancy.

• Define two distinct journeys:

  • Single buyer: objective is to drive the second purchase, with timing based on the observed inter-purchase delay.

  • Multi-buyer: shorter journey focused on frequent purchases and relationship strengthening.

• Integrate relevant cross-sell offers based on purchased products (or product recommendations if available).

• When products are delicate or premium, include content on care, manufacturing, or craftsmanship.

• The CDP can be used to design journeys based on RFM segmentation to increase relevance.

• If the Loyalty module is activated: include tier progression, points balance, and available rewards to encourage additional purchases.

Abandoned cart campaigns are a powerful lever for immediate conversion. Their optimization is critical.

Recommendations:

• Send timing:

  • Impulse purchase: after X hours.

  • “Travel, luxury, or high-consideration products”: follow-up after a few days.

• Differentiate messaging between prospects and customers to improve relevance and performance.

• Specifically target inactive contacts (no purchase for X months) with an incentive, such as an exclusive coupon.

• Activate complementary channels: WhatsApp, SMS, RCS, depending on available consents.

• Segment journeys by customer typology to analyze and optimize conversion behavior (new, loyal, premium, inactive, etc.).

• Adapt messaging and incentives for each segment to maximize impact.

The birthday journey is a strong loyalty lever when well structured.

Key points:

• Set up a countdown to stand out from the volume of emails received on the actual birthday.

• Offer a clear and attractive reward, avoiding vague messaging.

• Use Splio Reward to manage offer expiration (limited-time availability to encourage purchase).

• On the birthday itself: plan two branches in the scenario:

  • For contacts who have already used the reward: a relationship-focused message.

  • For others: a reminder of the benefit along with the remaining time to take advantage of it.

Recommendations:

• Clearly define the period of inactivity after which a customer is considered churned.

• Create two journeys:

  • Churned single buyer: offer a strong incentive to trigger a second purchase.

  • Churned multi-buyer: remind them of the existing relationship and propose an appropriate incentive.

• Use Splio Reward to deliver an engaging benefit.

• Use an additional channel, as multichannel activation can be an effective reactivation lever.

• For contacts who have not opened any emails for more than one year: proceed with unsubscribing.

  • Prior to that, send several reminders spaced far apart over time.

• With the CDP: implement RFI/RFM scenarios to further personalize journeys based on customer value and tenure.

• If Loyalty is active: inform customers of upcoming point or benefit expiration, and use levers such as temporary points doubling to drive reactivation.

Reactivating contacts inactive in terms of opens is essential to maintaining an active database.

Recommendations:

• For good deliverability, an inactive contact is defined as one who has not opened an email for at least 6 months.

• Launch an automated re-engagement campaign with interesting and valuable content.

• Ask for feedback on email frequency or content preferences to avoid overwhelming the contact.