
28 Aug Essential Marketing Campaigns Every Retailer Should Have
Retail is a competitive industry; having a solid product and a slick website is no longer enough. Customers expect timely, relevant, and personalized communication delivered in the right place at the right time. That’s where marketing automation and lifecycle campaigns come in.
Below, we break down four essential marketing campaigns that every retailer should be using to drive engagement, improve customer retention, and boost revenue: a Welcome Series/Onboarding Campaign, Birthday and Anniversary Campaigns, Abandoned Browse/Cart Campaigns, and Order & Delivery Confirmations.
1. Welcome Series / Onboarding Campaigns
Why It Matters:
First impressions are everything. A welcome series sets the tone for your brand relationship and guides new subscribers or customers through your offerings. It’s your chance to introduce your story, showcase top products, and encourage that all-important first purchase.
Key Elements:
Email 1: A warm introduction + incentive (like 10% off)
Email 2: Product highlights or bestsellers
Email 3: Social proof – customer reviews, comments, or testimonials
Email 4: Brand story and values
Pro Tip:
Use behavior-triggered logic. If a customer purchases after email 1, shift them to a post-purchase flow instead of continuing the full welcome series.
2. Birthday and Anniversary Campaigns
Why It Matters:
Everyone loves to feel special. Sending birthday or anniversary emails adds a personal touch and encourages purchases with exclusive, time-sensitive offers.
Key Elements:
Personalized message using the customer’s name and milestone
Exclusive gift or offer (free shipping, discount, or small freebie)
Urgency by limiting the deal to a few days
Pro Tip:
Go beyond birthdays. Celebrate milestones like their “1-year customer anniversary” or their “100th order” to reinforce loyalty.
3. Abandoned Browse / Abandoned Cart Campaigns
Why It Matters:
Cart abandonment is a massive opportunity with nearly 70% of online shopping carts being left behind. Retargeting browsers and cart abandoners with automated follow-ups can recover significant lost revenue.
Key Elements:
Abandoned Browse: Triggered when someone views products but doesn’t add to cart
Abandoned Cart: Triggered after items are added to cart but not purchased
Dynamic product reminders showing what they viewed or left behind
Incentives or social proof to nudge completion (limited stock, reviews, etc.)
Pro Tip:
Use SMS or push notifications as part of your sequence to increase visibility, especially within the first hour of abandonment.
4. Order and Delivery Confirmations
Why It Matters:
These transactional emails have some of the highest open rates; customers are eager for updates. But that doesn’t mean they should be purely functional. These messages are prime real estate to drive repeat engagement and upsells.
Key Elements:
Order confirmation: Include product details, shipping info, and expected delivery
Delivery confirmation: Confirm arrival and ask for feedback or review
Cross-sell recommendations based on the purchase
Referral prompts to encourage sharing your brand
Pro Tip:
Incorporate tracking links, FAQs, and contact info to minimize support tickets and improve customer satisfaction.
Success Story: How our Salesforce Marketing Cloud Engagement and Personalization partnership helped Winston Flowers automate these campaigns with success
Winston Flowers, a flower retailer in the greater Boston area since 1944, partnered with Offprem Technology to get their Salesforce Marketing Cloud Engagement and Salesforce Marketing Cloud Personalization campaigns off the ground. With a mix of these Salesforce products, we configured multiple solutions to account for these essential marketing campaigns showcased above. These automated campaigns aren’t just about sending emails, they’re about building a journey. Retailers like Winston Flowers have demonstrated that investing in these essential campaigns leads to stronger customer relationships, lower churn, and increased revenue—all with minimal manual effort.
You can find Winston Flowers retail locations in Boston, MA, Chestnut Hill, MA, Wellesley, MA, and Greenwich, CT. Also, they have design studios (appointment only) in Boston, MA and New York City, NY.
In closing, whether you’re just getting started or optimizing your current marketing stack, these campaigns are non-negotiables for modern retail success.
If you are looking for a Salesforce Partner, look no further. Winston Flowers use case is one of many happy partnerships that have resulted in a 5/5 Salesforce Customer Satisfaction Score.