Making Your Mail Work For You
Automated e-mails aren’t like your run-of-the-mill e-mail newsletters. They aren’t one-off campaigns, either.
While they may sound similar, there are vast differences between them.
Automated e-mails only have to be set up once. They take care of themselves after that. When a user meets a certain trigger, a mail is automatically sent to their inbox. A trigger, in this case, is a particular action that is met by a user.
These triggers can include creating an account on a website. A welcome mail is then automatically sent out by the brand to the new user.
This system saves lots of time. The automation is set up once and is then left to do its own thing. There’s no extra effort required on your part. Your e-mail marketing? Automated.
Easy peasy, right?
Why Automation?
Automated e-mail campaigns can be triggered by both a user’s action or inaction. This guarantees that whatever they’re doing, they’ll be reminded that your brand exists.
Automated e-mails are timely, personalised, and hyper-relevant to the user. This means that they are opened more frequently and drive more visits to your site.
There are a few strong reasons why you should be using e-mail automation:
- They ensure that the right content is delivered at the right time, to the right people.
- They nurture customers through sales and support cycles.
- They generate better response rates and increase levels of brand recognition.
- They build deeper relationships with customers – both existing and new.
Types of Automated E-Mails
1. Welcoming new subscribers
Getting a user to join your mailing list is a much smaller conversion action when compared to making a sale. A new visitor may not be ready to buy yet. But, signing up to a mailing list involves less expectation and makes the user more likely to do it.
This presents your brand with the opportunity to get these users to buy at a later stage. Through e-mail marketing, you can offer subscriber-only offers and discount codes. These also help you track the effectiveness of the campaign.
2. Inform customers of upcoming expirations
Retaining existing customers is equally as important as gaining new ones. Informing them of pending service/subscription expirations is one way to do this.
These types of e-mail campaigns are effective at getting people to renew accounts. This then generates new sales from an existing customer base.
3. Birthday e-mails
These are one of the most common automated e-mails, and can be extremely effective when done right.
They show that a brand cares about their customers and wants to build a better relationship. Birthday e-mails are highly relevant. Typically, they include offers that encourage customers to buy things (birthday vouchers, discounts, etc.).
4. Appointment reminders
Repeat business is critical to the success of your brand. The best way to ensure this is through regular email reminders.
For example, annual dentist appointments. No one likes them, but they do motivate us to complete a desired action.
(We all know that you can’t avoid the dentist forever.)
These types of mails need a little bit more effort on your part – like keeping track of client’s most recent visits.
Appointment reminders increase revenue from your existing customer base.
5. Promote new blog posts
E-mail subscribers are more likely to share your content over social media. That’s why urging people to subscribe to your mailing list is pretty important.
Mailing lists can be blog-exclusive, notifying them of new posts about relevant content. These mails are then easy to share and circulate.
The more shares your blog can generate, the better. This attracts people to your website. From there, they can further consume and share your content.
6. E-Commerce
E-commerce may not be a type of automated e-mail, but it does define a sub-genre of them.
6.1. Curation e-mails:
These are very popular in e-commerce. They allow brands to showcase new and bestselling items. They also allow them to segment customers based on their specific interests.
6.2. Abandoned cart e-mails:
These are friendly reminders to the consumer to complete their transactions. It’s also a chance to nudge them in the right direction so they don’t ‘miss out on your awesome deals’.
6.3. Order confirmation e-mails:
These are more than just a digital receipt. They give customers piece of mind knowing that a store has received their order. They have the added benefit of letting the customer track its progress too.
Tips For Writing Power E-Mails
Writing a great e-mail is almost the same as writing great web copy. The only difference? You’re still trying to get people onto your website by luring them in with your e-mails. Think of these mails as the welcoming committee, while your site is the gala event.
- Write great subject lines:
Your mails might be automated but they still need to be attention-grabbing.
- Structure your mail for the scanners:
Just like web copy, people very rarely read e-mail campaigns word-for-word. Make sure to grab their attention as quickly as possible with interesting key words.
- Use compelling copy:
Mails should create a desire to completing a conversion action. As such, your copy should be compelling and benefit-focused.
- Use a call-to-action button:
CTA buttons have proven to be more effective than text links. They look prettier, too.
Think of a nice, shiny button at the end of your mail with a ‘buy now’ or ‘check it out’.
After all this, we’re pretty sure you’re convinced that e-mail automation is the right way to go.
And even if you aren’t, let us show you why you should be.
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