CRM, MA and other marketing automation tools can be seen everywhere, but few companies in China use them well!

CRM, MA and other marketing automation tools can be seen everywhere, but few companies in China use them well!

Chuang Ye

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2025-03-25

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  There are four main career paths for product managers: professional line, management line, project line, and independent entrepreneurship. Management line refers to transitioning to a management position and leading a team

In today's fiercely competitive retail market, companies are introducing marketing automation tools such as CRM and MA in order to break through growth bottlenecks. However, in China, there are few companies that can truly make good use of these tools. This article will deeply analyze the difficulties faced by enterprises in using marketing automation tools, and share the key points of implementing MA marketing automation practices to help enterprises improve customer contribution and business growth.

In recent years, the retail industry market has entered an era of internal competition. Whether it is brand owners, contract manufacturers, distributors, or supermarket stores, they have all fallen into a growth bottleneck. I have met many middle and senior executives of retail companies, and the first thing they say when they meet is whether there are any AI technology means to help me improve performance. In fact, the current situation is that the cost of acquiring customers is getting higher and higher. In addition to expanding channels and attracting new customers, improving the contribution of existing customers has become a key direction for most enterprises.

How to enhance customer contribution? As I have discussed in several previous articles, there are many tools available on the market, and CDP+MA is a great tool. However, CDP+MA is not a universal key. I have dealt with too many customers who have purchased marketing automation software tools such as CDP+MA in the past few years, hoping to improve customer experience and business growth through this.

However, reality is not satisfactory. After investing a lot of time, money, and manpower, there are few customers who truly realize their value. CDP+MA tools can play a role in technology companies such as e-commerce platforms because these companies have relevant organizations such as technology, products, and user operations from the beginning stage. This tool is tailor-made for them. However, in traditional enterprises, CDP+MA tools are likely to encounter situations where they are not adapted to the local environment.

Traditional IT departments generally have a technical mindset and limited understanding of business scenarios, operations, and processes. When implementing digital products, relying on one's own ideas for deployment often results in a lack of understanding of the actual situation of the business department, leading to the disconnection between system functions and actual business scenarios due to the deployment of tasks assigned by leaders.

Business operations personnel also lack understanding of system logic and specific usage methods, making it difficult to use the system. Faced with complex operating interfaces and numerous functional modules (such as custom marketing canvases), they have no idea how to develop effective marketing strategies based on business goals, nor do they know how to set trigger rules and arrange marketing activity processes.

In this way, many powerful functions in the system are idle and cannot be converted into actual business value. The most important thing is that the enterprise lacks both experienced professionals with practical experience and a dedicated landing operation team. After the system went online, there were no effective maintenance and optimization measures.

How to define B-end products and B-end product manager methodology

Compared to C-end products, the biggest feature of B-end products is that they are aimed at specific domain users and have a much smaller quantity, but they pay more attention to in-depth exploration of user professional domain operation processes - that is, they have stronger professionalism and are more closely integrated with business.

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In the end, less than 10% of the features were put into use, and 90% of the features were wasted. Not only did it fail to achieve the expected business growth, but it also increased operating costs, ultimately leaving the IT department responsible. Everyone is welcome to take responsibility on their own.

Next, I will share with you the practical implementation of MA marketing automation, hoping to provide some reference.

1、 Marketing Rule Design Rule Design

In the MA marketing automation system, it is crucial as it serves as the "starting switch" for the entire marketing process, determining when marketing actions are triggered. Below, I will use two cases to illustrate the application scenarios of these two triggering conditions.

1. Timed triggering

Grasp the rhythm of time and trigger marketing tasks at a fixed time, that is, tasks trigger marketing tasks under certain time conditions.

Taking the 618 promotion in the e-commerce industry as an example, a well-known e-commerce platform will send limited time discount text messages to high-value customers at 9:00 am every day. This time point was determined after analyzing user data behavior data.

9am is usually the peak time for people to start a new day of work and check their phones on the way to work. Sending text messages at this time can effectively attract customers' attention and increase the opening rate of text messages.

Based on experience, during the 618 promotion period, the platform used this timed triggering method to send limited time discount messages, which increased the opening rate by 30% compared to other randomly sent messages and also increased customer conversion rates by 15%.

For example, in the marketing scenario of member birthdays, many companies will automatically push exclusive gift coupons on the day of the member's birthday. Birthday is a special day for everyone. Receiving exclusive gift vouchers on this day will make members feel cared for by the company, effectively promoting member consumption and repeat purchases. The member's birthday tag can be used as a trigger condition for timed tasks.

2. Instant triggering

Real time response to customer behavior is triggered by changes in user behavior or system data, which can instantly capture changes in user behavior and trigger corresponding marketing actions.

For example, in user registration and interaction scenarios, triggering a welcome message within 5 minutes after a user submits a form is a common instant trigger application. The 5-minute time difference is well managed, which not only prevents users from waiting too long and losing interest, but also conveys the company's welcome and attention to users in a timely manner.

Instant triggering, through rapid response, can tightly grasp the user's interest window period, allowing enterprises to establish effective communication and interaction with users in the first time, avoiding the loss of business opportunities, and laying a good foundation for subsequent marketing conversion.

3. Principles of Rule Design

To ensure the effectiveness and rationality of triggering, whether it is timed triggering or instant triggering, some common principles need to be followed in rule design to ensure the effectiveness and rationality of triggering. Clear and explicit conditions: The conditions for rule design must be clear and explicit, and cannot be vague or ambiguous.

Including key elements such as data fields and time thresholds. When setting the time node for timed triggering, it must be precise to the specific hour, minute, and second; When setting instant triggered user behavior conditions, it is necessary to clearly specify which behavior it is, such as the user clicking a specific button, browsing a certain type of page, or completing a specific operation.

Only with clear conditions can the system accurately determine whether to trigger marketing actions. Setting up anti harassment mechanisms: To avoid excessive harassment of users, anti harassment mechanisms need to be set up in the rule design. If a daily trigger limit is set, limit the number of times the same user can receive marketing information within a day.

E-commerce companies often fail to set a SMS trigger limit, resulting in some users receiving multiple promotional messages within a day, leading to customer complaints.

Support dynamic adjustment: Rules also need to support dynamic adjustment to adapt to the constantly changing market environment and business needs.

Enterprises can flexibly close or open rules according to the activity cycle. During the promotion of new product launches, the frequency of triggering marketing information may increase; After the event, in order to avoid user fatigue, the triggering frequency can be appropriately reduced or even certain rules can be closed.

2、 Trigger event design method

The specific action triggering event of automated execution is a key element in the MA marketing automation system, which is the specific operation automatically executed by the system after meeting the triggering rule conditions. Let's take a look at the following example. Member marketing events:

In the e-commerce industry, when a user successfully places an order, the company will immediately send a text message to confirm the order information, giving the user peace of mind and strengthening their impression of the brand;

When users register as members, sending a welcome email with exclusive membership benefits and discount information can effectively attract users' attention, stimulate their consumption desire, and promote their first purchase behavior. CDP dynamic tags:

After a customer completes a purchase, the system can automatically modify the customer's label, such as updating the "potential customer" label to "new customer", and adjusting the customer level based on information such as purchase amount and product type.

In this way, enterprises can provide more accurate and personalized recommendations and services to customers based on their latest tags and ratings in subsequent marketing activities.

Case: Advanced Customer Periodic Purchase and Renewal Reminder Taking Paid Member Customer Periodic Purchase and Renewal Reminder as an Example

A retail membership based enterprise has developed a comprehensive trigger event strategy for the periodic purchase and renewal of premium customers.

The rule is set to trigger a series of reminder events 3 days before the expiration of the cycle purchase and when the customer status is "not ordered". The specific event combination is as follows: Firstly, at 9:00 am every day, push enterprise WeChat reminders to the affiliated sales personnel, so that they can timely understand the customer's renewal situation, actively communicate with customers, provide professional services and suggestions, solve customer doubts, and promote customer renewal.

Secondly, at 14:00 on the same day, SMS and coupons will be sent to customers, highlighting the importance of renewal and preferential policies, attracting customers' attention. Coupons will be used as incentives to reduce renewal costs and increase customers' enthusiasm for renewal.

If the customer does not place an order one day before the expiration date, an outbound reminder will be triggered. Through manual phone communication, in-depth communication with the customer will be conducted to understand their needs and opinions, provide personalized solutions, and further promote customer renewal.

By implementing this trigger event strategy, the periodic purchase and renewal rate of the company's senior customers has increased by 40%, effectively ensuring the company's revenue and customer resources.

3、 Method for setting channel rules

In MA marketing automation, the setting of channel rules is crucial to achieving maximum reach efficiency. It directly affects whether marketing information can accurately and efficiently reach target customers and maximize marketing effectiveness.

The business oriented outreach strategy sets different channel outreach priorities based on the different characteristics of business scenarios and user groups, ensuring the most reasonable allocation and utilization of marketing resources. Scenario of renewal reminder for major clients: Major clients contribute significantly to the business and value of the enterprise, and it is necessary to use the most effective outreach methods to ensure the success rate of renewal. The combination of "enterprise WeChat+outbound call" is very suitable for this scenario.

Enterprise WeChat facilitates timely and convenient communication between sales personnel and major customers, answers questions at any time, and provides personalized services;

Outbound calls can communicate with customers in a more direct and friendly way, enhancing their trust and sense of belonging.

Experience has shown that using the "enterprise WeChat+outbound call" method to remind large customers of renewal has increased the renewal rate by 50%, effectively ensuring stable income and customer resources for enterprises.

Targeted outreach strategies for different user groups: VIP customers have higher purchasing power and loyalty, and also have higher requirements for service quality and personalization. Reaching VIP customers through exclusive consultants is an effective way. Exclusive consultants can deeply understand the needs and preferences of VIP customers, provide one-on-one exclusive services, and enhance customer satisfaction and loyalty.

If a high-end hotel arranges a dedicated customer manager to provide full service for VIP customers, from booking, check-in to check-out, the customer manager can respond to customer needs in a timely manner, provide personalized advice and services. Through this approach, the hotel's VIP customer satisfaction has increased by 60%, and the repurchase rate has increased by 45%, effectively enhancing customer value and contribution.

Multi channel collaboration: Strengthening reach and penetration. Multi channel collaboration is the integration of the strengths of multiple channels, allowing marketing information to reach the target audience from various perspectives and levels, thereby enhancing the strength and influence of information dissemination. Online+offline combination: This is a common multi-channel collaboration method. Push APP messages first, and for unread users, switch to SMS outreach.

When a certain social app holds an online event, it first pushes activity notifications to users through app messages, and automatically sends SMS reminders to users who have not read the app messages within a certain period of time. Through this combination of online and offline methods, the participation rate of the activity has increased by 40%, effectively expanding the influence and engagement of the activity. The combination of strong and weak reminders is also an important strategy for multi-channel collaboration.

Synchronize sending emails containing details after outbound calls allows users to receive strong reminders (outbound calls) while obtaining more detailed information through weak reminders (emails), deepening their understanding and memory of marketing content. When a financial institution recommends wealth management products to customers, it first introduces the products to customers through outbound calls.

4、 Business scenario and process breakdown

Simplifying complexity is a crucial first step in implementing the MA marketing automation system, where business scenario decomposition is essential

Break down complex business requirements into individual 'condition action' units. Taking member lifecycle management as an example, it is a complex process involving multiple stages and various business scenarios. Through reasonable decomposition, it can be transformed into a series of sub scenarios that are easy to manage and implement.

Member registration stage: Set the user's completion of the registration process on the website or app as a condition to trigger the action of sending a welcome email. The email contains information about member benefits, exclusive discounts for new users, etc., guiding the user to make their first purchase.

A certain e-commerce platform set such a condition - action unit - in the member registration process, which increased the conversion rate of new users' first purchase by 25%. First purchase scenario: When the user completes their first purchase behavior, the system automatically triggers the action of adding a "new customer" tag to the user based on this behavior, and pushes personalized recommended products to encourage the user to make another purchase.

The e-commerce platform has increased the second purchase rate of new customers by 30% through this strategy. Repurchase scenario: Conditions can be set based on the user's purchase history and time interval. When a user purchases a product again within a certain period of time, the system automatically provides rewards such as points and coupons to increase the frequency of repeat purchases and loyalty.

A certain beauty brand launched a "Purchase Three or More Times, Get Customized Beauty Gift Box as a Gift" campaign for repeat customers, which was automatically triggered by the MA system, resulting in a 40% increase in repeat purchase rate for the brand's loyal customers.

By breaking down the complex member lifecycle management into concrete and actionable "condition action" units, the MA system can be better utilized to achieve precise marketing, improve marketing effectiveness and user satisfaction.

5、 How to optimize AB testing effectively

Finding the best strategy AB testing is an important means of optimizing marketing strategies in MA marketing automation. By comparing the effects of different rule combinations, enterprises can find the most suitable marketing plan for their own business and achieve the maximization of marketing effectiveness.

Taking the time setting for sending renewal reminders as an example, enterprises can determine the optimal reminder time point through AB testing, and test the combination of "reminder 3 days in advance" and "reminder 5 days in advance" rules. Two groups of customers with similar size and characteristics are selected, and Group A adopts the strategy of reminding 3 days in advance; Group B adopts a strategy of reminding 5 days in advance;

During the testing process, key indicators such as renewal conversion rate, open rate, and click through rate were recorded in detail for two groups of customers. After a period of testing and data analysis, it was found that the customer group reminded 3 days in advance had a renewal conversion rate of 30%, while the customer group reminded 5 days in advance had a renewal conversion rate of only 20%.

Further analysis of the data reveals that when customers are reminded 3 days in advance, the opening rate and click through rate of the reminder content are relatively high, indicating that this time point can better attract customers' attention and stimulate their willingness to renew.

AB testing can also be applied to other marketing processes, such as email content design, push channel selection, etc., to help companies continuously optimize their marketing strategies and improve marketing effectiveness.

6、 How to do a good feedback loop design

Continuous improvement feedback loop design is the key to the continuous optimization of MA marketing automation system. Simply put, it is to feed back the data of the reach effect to the rule library, dynamically adjust the trigger threshold, and enable the system to constantly make changes according to market changes and user needs.

Taking SMS opening rate as an example, after sending marketing messages, enterprises can collect real-time SMS opening rate data through the MA system.

If it is found that the opening rate of a certain batch of SMS is low, such as only 10%, far below the expected 20%. It is necessary to analyze this data and identify the reasons, which may be due to the inappropriate sending time of the SMS or the lack of attractiveness of the SMS content.

By continuously providing feedback on the reach effect data to the rule library and optimizing and adjusting the rules, the accuracy and effectiveness of marketing activities can be improved, bringing better marketing results and business growth to the enterprise.

The implementation of MA marketing automation is a complex system engineering that requires close collaboration among multiple departments, embedding concepts into daily work, and seamless integration of various links in order to play a powerful role, enhance efficiency and competitiveness.

This article is written by [Chuangye], the product manager of Renren. The WeChat official account is [Chuangye user growth practical notes]. It is original/authorized to be published by Renren. Without permission, it is prohibited to reprint it.

The title image is from Unsplash, based on the CC0 protocol.

CRM、MA等营销自动化工具随处可见，在中国根本没几家企业用得好！

闯爷关注

2025-03-25

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在当今竞争激烈的零售市场，企业纷纷引入CRM、MA等营销自动化工具以期突破增长瓶颈，但在中国，真正能用好这些工具的企业却寥寥无几。本文将深入剖析企业使用营销自动化工具的困境，并分享MA营销自动化落地实践的关键要点，助力企业提升客户贡献与业务增长。

最近几年零售行业市场入了内卷时代，无论是品牌商、代工厂、经销商、商超门店都陷入了增长瓶颈，我接触了很多零售企业的中高管，见面第一句话就是问我有没有什么AI技术手段帮我把业绩做上去，其实就现状而言，获客成本越来越高，除了扩渠道拉新之外，提升存量客户的贡献也就成为了大多数企业的重点方向。

如何提升客户贡献呢，我之前多篇文章也讲过，市面上也有很多工具，CDP+MA就是很好的工具，但是CDP+MA不是万能钥匙，我接触过太多的客户前几年都采购了 CDP+MA这类营销自动化软件工具，期望借此提升客户体验和业务增长。

但是，现实却不尽如人意，企业在投入了大量的时间、资金和人力后，真正发挥其价值的客户很少，CDP+MA 工具能在电商平台等科技公司发挥价值，是由于这些公司从起步阶段便拥有技术、产品、用户运营等相关组织，该工具对它们而言堪称量身定制。然而，在传统企业中，CDP+MA 工具却很可能出现水土不服的情况。

传统的 IT 部门一般都是技术思维，对业务场景、业务及业务流程了解有限。应用实施数字化产品时凭借自己的思路去部署，往往不了解业务部门的实际情况，为了领导交办的任务而上线，导致系统功能与实际业务场景脱节。

业务运营人员对系统逻辑和具体使用方法也不了解，在使用系统时很困难。面对复杂的操作界面和众多功能模块（比如自定义营销画布），他们完全不知如何依据业务目标制定有效的营销策略，也不清楚如何设置触发规则、安排营销活动流程。

如此一来，系统中许多强大的功能被白白闲置，根本无法转化为实际的业务价值。最重要的是企业中既缺乏实战经验丰富的专业人才，也没有成立专门的落地运营团队。系统上线后，也没有效的维护和优化措施。

如何定义B端产品及B端产品经理方法论

相较于C端产品，B端产品最大的特点是：面向特定领域用户，且数量少得多，但更注重对用户专业领域操作流程的深度挖掘——也就是专业性更强，与业务的结合更紧密。

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最终，仅有不到 10% 的功能被投入使用，90% 的功能被浪费。不仅未能实现预期的业务增长，还增加了运营成本，最后却让 IT 部门承担责任，欢迎大家可以自行对号入座。

接下来，我将为大家分享 MA 营销自动化落地实践，希望能提供一些参考。

一、营销规则设计规则设计

在 MA 营销自动化系统中至关重要，它是整个营销流程的 “启动开关”，决定了营销动作何时被触发。下面我用两个案例来说明这两种触发条件的应用场景。

1. 定时触发

把握时间节奏定时触发，即任务在确定的时间条件下触发营销任务。

以电商行业 618 大促为例，某知名电商平台会在每天 9:00 准时向高价值客户发送限时优惠短信。这个时间点是经过用户数据行为数据分析后确定的。

早上 9 点通常是人们开始新一天工作、在上班途中查看手机的高峰期，此时发送短信能有效吸引客户注意力，提高短信打开率。

根据经验，在 618 大促期间，该平台采用这种定时触发方式发送的限时优惠短信，打开率相比其他随机时间发送的短信提高了 30%，客户转化率也提升了 15%。

再如会员生日营销场景，不少企业会在会员生日当天自动推送专属礼券。生日对每个人来说都是特殊日子，在这一天收到专属礼券，会让会员感受到企业的关怀，有效促进会员消费和复购，可将会员生日标签作为定时任务的触发条件。

2. 即时触发

实时响应客户行为即时触发是以用户行为或系统数据变化作为触发条件，能够瞬间捕捉到用户的行为变化并触发相应的营销行为。

例如在用户注册与互动场景中，当用户提交表单后 5 分钟内触发欢迎短信是常见的即时触发应用。这 5 分钟的时间差把握得恰到好处，既不会让用户等待太久而失去兴趣，又能及时向用户传达企业的欢迎和关注。

即时触发通过快速响应，能够紧紧抓住用户的兴趣窗口期，让企业在第一时间与用户建立有效的沟通和互动，避免商机流失，为后续的营销转化奠定良好基础。

3. 规则设计原则

确保触发有效合理无论是定时触发还是即时触发，在规则设计时都需遵循一些共性原则，以确保触发的有效性和合理性。条件明确清晰：规则设计的条件必须明确清晰，不能模糊不清。

包括数据字段、时间阈值等关键要素。设置定时触发的时间节点时，必须精确到具体的时分秒；设置即时触发的用户行为条件时，要明确规定是哪种行为，如用户点击了某个特定按钮、浏览了某类页面还是完成了某项特定操作等。

只有条件明确，系统才能准确无误地判断是否触发营销动作。设置防骚扰机制：为避免对用户造成过度骚扰，规则设计中需设置防骚扰机制。如规定单日触发上限，限制同一用户在一天内接收营销信息的次数。

常有电商企业因未设置短信触发上限，导致部分用户一天内收到多条促销短信，引发用户客诉。

支持动态调整：规则还需支持动态调整，以适应不断变化的市场环境和业务需求。

企业可根据活动周期灵活关闭或开启规则。在新品上市推广期间，可能会加大营销信息的触发频率；活动结束后，为避免用户疲劳，可适当降低触发频率甚至关闭某些规则。

二、触发事件设计方法

自动化执行的具体动作触发事件作为 MA 营销自动化系统中的关键要素，是在满足触发规则条件后，系统自动执行的具体操作,我们看看以下示例。会员营销事件：

在电商行业，当用户成功下单后，企业会立即发送短信确认订单信息，让用户安心，同时强化用户对品牌的印象；

在用户注册成为会员时，发送欢迎邮件并附上专属的会员权益和优惠信息，能有效吸引用户注意力，激发用户消费欲望，促进用户首次购买行为。CDP 动态标签：

当客户完成一次购买行为后，系统可自动修改客户的标签，如将 “潜在客户” 标签更新为 “新客户”，并根据购买金额和产品类型等信息调整客户等级。

这样，企业在后续营销活动中，可根据客户的最新标签和等级，为其提供更精准、个性化的推荐和服务。

案例：高级客户周期购续费提醒以付费会员客户周期购续费提醒为例

某零售会员制企业针对高级客户的周期购续费制定了一套完善的触发事件策略。

其规则设置为：在周期购到期前 3 天，并且客户状态为 “未下单” 时，触发一系列提醒事件。具体的事件组合如下：首先，每天 9:00 向归属销售推送企微提醒，让销售人员及时了解客户续费情况，主动与客户沟通，提供专业服务和建议，解决客户疑虑，促进客户续费。

其次，当天 14:00 向客户发送短信和优惠券，短信内容突出续费重要性和优惠政策，吸引客户注意力，优惠券作为激励手段，降低客户续费成本，提高客户续费积极性。

若到期前 1 天客户仍未下单，触发外呼提醒，通过人工电话沟通，与客户深入交流，了解客户需求和意见，提供个性化解决方案，进一步推动客户续费。

通过实施这套触发事件策略，该企业高级客户的周期购续费率提升了 40%，有效保障了企业的收入和客户资源。

三、渠道规则设置方法

实现触达效率最大化在 MA 营销自动化中，渠道规则的设置至关重要，它直接影响营销信息能否精准、高效地触达目标客户，实现营销效果的最大化。

业务导向的触达策略根据业务场景和用户人群的不同特点，设置不同渠道的触达优先级，确保营销资源得到最合理的分配和利用。大客户续费提醒场景：大客户对企业业务贡献和价值高，需采用最有效的触达方式确保续费成功率。“企业微信 + 外呼” 的组合方式很适合这种场景。

企业微信方便销售人员与大客户及时、便捷沟通，随时解答疑问，提供个性化服务；

外呼则能以更直接、亲切的方式与客户交流，增强客户信任感和归属感。

经验表明，采用 “企业微信 + 外呼” 方式进行大客户续费提醒，大客户续费率提升了 50%，有效保障企业稳定收入和客户资源。

针对不同用户人群的触达策略：VIP 客户消费能力和忠诚度较高，对服务品质和个性化要求也更高，通过专属顾问触达 VIP 客户是有效方式，专属顾问可深入了解 VIP 客户需求和偏好，提供一对一专属服务，增强客户满意度和忠诚度。

如某高端酒店针对 VIP 客户安排专属客户经理全程服务，从预订、入住到退房，客户经理都能及时响应客户需求，提供个性化建议和服务。通过这种方式，该酒店 VIP 客户满意度提升了 60%，复购率提高了 45%，有效提升客户价值和贡献。

多渠道协同：强化触达穿透力多渠道协同，就是把多种渠道的长处整合起来，让营销信息能从各个角度、各个层面传达到目标人群，这样就能增强信息传达的力度和影响力。在线 + 离线组合：这是常见的多渠道协同方式。先推送 APP 消息，对于未读用户，则转为短信触达。

某社交 APP 举办线上活动时，先通过 APP 消息向用户推送活动通知，对一定时间内未读 APP 消息的用户，系统自动发送短信提醒。通过这种在线 + 离线组合方式，该活动参与率提升了 40%，有效扩大活动影响力和参与度。强提醒 + 弱提醒组合：也是多渠道协同的重要策略。

外呼后同步发送包含详情的邮件，能让用户在接收到强提醒（外呼）的同时，通过弱提醒（邮件）获取更详细信息，加深对营销内容的理解和记忆。某金融机构向客户推荐理财产品时，先通过外呼向客户介绍产品。

四、业务场景及流程拆解

化繁为简在实施 MA 营销自动化系统时，业务场景拆解是至关重要的第一步

将复杂的业务需求拆解为一个个 “条件 – 动作” 单元。以会员生命周期管理为例，这是一个涉及多个阶段和多种业务场景的复杂过程，通过合理拆解，可将其转化为一系列易于管理和实施的子场景。

会员注册阶段：设定用户在网站或 APP 上完成注册流程为条件，触发发送欢迎邮件的动作，邮件包含会员权益介绍、新用户专属优惠等内容，引导用户进行首次购买。

某电商平台在会员注册环节设置这样的条件 – 动作单元，新用户首次购买转化率提升了 25%。首购场景：当用户完成首次购买行为，以此行为作为条件，系统自动触发为用户添加 “新客户” 标签的动作，同时推送个性化推荐商品，鼓励用户再次购买。

该电商平台通过这一策略，新客户二次购买率提高了 30%。复购场景：可根据用户购买历史和时间间隔设置条件。当用户在一定时间内再次购买商品时，系统自动为用户提供积分、优惠券等奖励，提高用户复购频率和忠诚度。

某美妆品牌针对复购用户推出 “购买三次以上，赠送定制美妆礼盒” 活动，通过 MA 系统的自动化触发，该品牌老客户复购率提升了 40%。

通过这样的拆解方式，将复杂的会员生命周期管理转化为具体、可操作的 “条件 – 动作” 单元，能更好地利用 MA 系统实现精准营销，提高营销效果和用户满意度。

五、如何做好AB 测试优化

寻找最佳策略AB 测试是 MA 营销自动化中优化营销策略的重要手段，通过对比不同规则组合的效果，企业能找到最适合自身业务的营销方案，实现营销效果的最大化。

以发送续费提醒的时间设置为例，企业可通过 AB 测试确定最佳提醒时间点，对 “提前 3 天提醒” 和 “提前 5 天提醒” 这两种规则组合进行测试，选择两组规模相近、特征相似的客户群体，A组采用提前 3 天提醒的策略；B组采用提前 5 天提醒的策略；

在测试过程中，详细记录两组客户的续费转化率、打开率、点击率等关键指标，经过一段时间测试和数据分析，发现提前 3 天提醒的客户群体，续费转化率达到 30%，而提前 5 天提醒的客户群体，续费转化率仅为 20%。

进一步分析数据发现，提前 3 天提醒时，客户对提醒内容的打开率和点击率也相对较高，说明这个时间点能更好地吸引客户注意力，激发客户续费意愿。

AB 测试还可应用于其他营销环节，如邮件内容设计、推送渠道选择等，帮助企业不断优化营销策略，提升营销效果。

六、如何做好反馈闭环设计

持续改进反馈闭环设计是 MA 营销自动化系统持续优化的关键。简单来说，就是把触达效果的数据反馈到规则库，动态调整触发阈值，让系统能跟着市场变化和用户需求不断做出改变 。

以短信打开率为例，企业发送营销短信后，通过 MA 系统可实时收集短信打开率数据。

若发现某一批次短信打开率较低，如只有 10%，远低于预期的 20%。就需对这一数据进行分析，找出原因，可能是短信发送时间不合适，也可能是短信内容缺乏吸引力。

通过不断将触达效果数据反馈到规则库，并对规则进行优化调整，提高营销活动的精准性和有效性，为企业带来更好的营销效果和业务增长。

MA营销自动化落地是复杂系统工程，需多部门紧密协作，将理念植入日常工作，各环节无缝对接，才能发挥强大作用，提升效益和竞争力。

本文由人人都是产品经理作者【闯爷】，微信公众号：【闯爷用户增长实战笔记】，原创/授权 发布于人人都是产品经理，未经许可，禁止转载。

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