Your bookstore begins with an account that allows you to be using automated messaging as heavily as you like, with an audience of up to 1,000 email addresses.

When you add a subscriber to your 'account', it costs nothing and unless those new subscribers fall into an "automation", it doesn't matter how many you add.

Therefore, as long as someone is removing non-responsive email addresses from your automations, you can keep your costs low and your automated messaging will return far more money than it costs.

With these "Automated Messaging Packages", we will manage your automations, such that every email address that counts towards the total is showing sufficient likelihood of spending money with your bookstore to be worthwhile. We will clean off all the deadwood.

If it turns out that you actually have MORE THAN ONE THOUSAND prospective shoppers, all of whom show sufficient likelihood of spending money, then we will recommend that you consider upgrading as follows:

We will build an automation for you which captures every shopping cart that doesn't result in a completed order. The shopper will, initially, get a well-crafted reminder email.

Depending upon the shopper's reaction to your reminder, he/she will then go on to be presented with other options, for example (click the image for a bigger copy):

If there is any month in which the automated messaging does not earn you more money than it costs, then the following month will be free.

It's important that somebody is keeping a keen eye on your automations.

• Is your 'email signup' getting enough attention?
• Would your abandonment email be more impactful with different imaging?
• Are your unsubscribe rates higher than the benchmark for other bookstores?

Let us keep a checkup in place and get the best possible results for your campaigning.

If you're lucky, then 2 - 3% of the visitors who come to your online bookstore will complete an order. A further percentage might add something to the shopping cart but abandon (see our notes on abandonment) but the majority of your visitors will not add anything to their shopping cart.

Imagine how valuable it would be if you could ask those visitors to identify themselves! So, let's build you a really impactful "sign up" process. This needs to be much more than a dusty form in the footer of your site. It needs to offer something of value, and be perfectly positioned. And when your visitors 'sign up', you need to drop them into a series of automated messages that result in sales for you.

If your shoppers have indicated (via forms that we will set up for you) that they are interested in Clearance items ... and if you then add some products to your Clearance catalog ... then let's make sure that you capitalize on your shoppers' interest.

We will drop the interested shoppers into an automation like the one below and make sure that your bargains get the attention they deserve.

Whereas the "Reactive" package is only triggered when your shoppers take a certain step:

• They abandon a shopping cart
• They express interest in Clearance items
• They fill out a Sign Up form

... the "Proactive" package does all of that and a whole lot more. We will work with you to identify three automated messaging services that are particularly pertinent to your shoppers.

Our PROACTIVE campaigns will always be deeply respectful - the gaps between outbound mailings will reflect the timing that best pleases your customers. Our service gives us a mountain of information about each email address, and we will be 'tagging' shoppers as "send message every 10 days" or "... every 15 days" or even "... every 3 months".

Some examples of Proactive Campaigns you might appreciate are:

• We'll build you a form to attract alumni, and send them links to appropriate products
• We'll help to identify shoppers who are family members and send them information about technology products for their students
• We'll invite shoppers to show that they are interested in sporting events, and send them notices about upcoming games, along with links to sporty apparel items
• We'll track the 'majors' for students and send them links to appropriate supplies and BarCharts

This package includes a powerful automation, so that when visitors to your store use your 'Sign up for ...' widget, they will immediately get a beautifully branded 'welcome' message

From that point, the service will write to them at least monthly, encouraging them to return to your store.

You will never need to draft anything, or remember to send something to your list - everything is set up for you and automated. You will see a monthly report of their level of interest and click through rates.