Email automation. The bestest thing ever!!

In case you’ve not noticed, I’m a massive nerd when it comes to  marketing and communication. I love to look at how our campaigns translated in the real world, I love to test email subject lines. I love to check to see what my email open rates were, and if I can see how each campaign we create we can improve on the last. I have code cheats inked on me, along with the WiFi symbol (true story), so it’s safe to say that I’m committed when it comes to my craft.

If you hear me harping on and on about email marketing and automation, it’s for a good reason – because it works. Its 2019. If you’re not sending emails out to your customers and database, why not? There is so much data you’re likely sitting on  which could be existing customers who are wanting to know what you’re up to, are keen to buy from you or can tell you why they ceased to do business with you. But if you don’t interact, engage or ask why you wont know. Seriously.. email marketing, SMS and automation. Get on all of it.

Let’s talk quickly about Automation though with email. Aka the good old set and forget. What is it? Email automation is the ability to send time or action triggered emails to subscribers with relevant information. Automation is useful for a variety of different marketing purposes.

You plan out the content, you elect when you’d like the campaigns/ emails to be sent and there are loads of super cool triggers and rule you can implement on the actions of the recipient. Sounds complicated and multi faceted. It can be, but once you really have an understanding of all the cool shit you can do with automation (and how it can work hard for you, so you can do far cooler things) you too will hopefully love it as much as I do.

So what can you automate? How can it help your business, and what can it yield for you? Here are a few of my faves, and some you might have experienced post purchase, visit or even when you abandon cart..

1. The Welcome Email

https://gph.is/2PFDEmz

This is probably one of the most important automated emails you should set up. The way you introduce your company to people can make or break a returning & loyal customer, and this is how to do it. First impressions are everything, and with automated Welcome emails, you won’t have to worry about missing someone in the pile of submissions to join your newsletter. There are some really cool things you can do with these emails to make people feel loved and appreciated as well.

When you take the time to create an email that addresses them by name, thanks them, and welcomes them to the crew, it makes people care about your brand because you care enough to get in touch with them. These emails are vital in growing and maintaining a healthy database for you to utilise, allowing you to continue providing the awesome stuff you do.

2. The Abandon Cart  Email

Abandoned cart emails can actually be a kind of email marketing campaign. If you’re like me, you’ll know that when they ask you for your email address at the beginning, then go and load up all the stuff you want in your cart then leave, you’re going to receive a email, which has an incentive and offer to encourage purchase. Like other automated campaigns, these are emails triggered by a user’s actions—in this case, adding an item to a virtual shopping cart but not buying. These types of emails tend to offer an incentive, like, “Hey, you didn’t finish checking out. Here’s a 10% discount to encourage you to complete your purchase.”

This type of email series—like welcome emails—tend to have markedly higher open rates and conversions. Also if you’re a consumer, don’t grab that first voucher and discount. Usually there might be staggered increasing $ off or % discounts. Usually increasing as time goes on. If you can stand the emails, you might just score that swag you wanted at a way better price.

3. The Birthday Email:

I’m heading into my birthday month at the moment, and the email’s in preparation to my special day are all starting to flood in. Offering me discounted eats, tasty drinks, $ off and event vouchers to use for stuff. Given I’ve signed up to every database everywhere, I’m expecting a bucket load to come in. Not only does it make me feel loved from brands and business that I love, but it’s encouraging me to interact with those people and companies, and maybe go plan a visit to spend. I might not use my freebie, but it’s putting the name of the company in my mind again. I might head over to their website, maybe consider them for a visit or event, and it the number one thing about birthday automation is that emails are quick and cost effective. Gone are the days were birthday cards are sent out (too high cost, too many return to senders and the environmental impact is too high too). If someone doesn’t open their b’day voucher, we can also set up another trigger/ rule. Ie

If email 1 is not opened after 5 days, send this SMS  Or maybe. If voucher has not been redeemed before x date, send this email template saying time is running out to redeem offer/ get gift

These campaigns are highly effective and every day of the week at the set time emails go out. Communicating with customers, generating leads for you and getting buts on seats or customers to you spending up extra bucks. If there is only one automated campaign you put in place, let it be this one!!

There are loads more I can go on about, but I’ll keep it basic for right now, so you can start with the basics and get things sorted. If you’re keen on more tips or want to know more, I might write a series about this and post more ideas and suggestions. Just drop me a comment and let me know, if this is something you’re interested in.

Some things to remember too about any  marketing communication:

Ensure that the customers and people you’re contacting, you’ve obtained their contact details with their permission and they’ve said yes to receiving communication from you.  Check your state and countries Spam and communication laws, so you’re not annoying anyone but rather breaking the law.

Ensure you’re using a reputable email marketing tool where you can manage customer data, automatic opt out messages are added to all communication, and that you can see the interactions, opt in and out details and so forth. Here are two of my faves – MyGuestlist & Sprout

I’m always keen to chat to people and share with them my nerd knowledge about where you can likely find data in your business, or ways you can implement some clever strategies to capture it.Remember great marketing is engaging, timely, fun and also about connecting with your followers and audience. Quality over quantity plus a few laughs and some banter go a long way too.

Leave us a comment if you found this article interesting, if you’d like to know more or if you’ve automation in place you’re loving and can share with us.

Thanks for reading,

Chrissy