CRM Zoho

The automatic remarketing flows created in the Zoho CRM are a crucial part of our digital acquisition strategies. These flows are designed to guide the user towards commercially valuable actions for the company. Below are some of the objectives that these flows will cover:

• Ensure that a customer who has created an account uses it for the first time, i.e. makes their first pre-alert.

• Ensure that a customer who has made a pre-alert but has not registered an actual shipment can send their package.

• Inform customers who send without pre-alerting about the need to complete this step beforehand.

• Reactivate customers who have not sent anything in the last 60 or 90 days.

• Recover customers who have abandoned a shopping cart in our online store and motivate them to complete their purchase.

• Encourage customers who have purchased or viewed certain types of products to make similar purchases in our online store.

Another important acquisition effort is the sending of mass email campaigns. Currently, these campaigns are managed through Mailchimp's "Mandril" tool and our own system. However, options are being evaluated to fully migrate to Zoho and unify efforts across all Anicam countries. The goal is to improve the effectiveness of this tool and increase the conversion rate of users who receive these emails.

The Country Marketing Lead will be responsible for duplicating, adapting, and managing each Zoho automatic flow to their own country, following the best practices and guidelines established by the global marketing team. In addition, they will have the ability to propose new flow initiatives in weekly meetings, which will be evaluated by the global team and, if approved, can be implemented in the other countries. The goal is to ensure that automatic flows are effective and aligned with the acquisition objectives of each country.