If you’d like to take your email marketing to the next level, it’s time to start automating your email flows. Specifically referred to as ‘trigger emails,’ these emails are designed to provide a more personalised experience to your subscribers, which will help improve your customer retention and engagement.
Automated emails are initiated by a subscriber’s specific actions, like signing up to your email list or abandoning their cart. You could automate many emails, but this article will give you a run-down of the five most important.
⚡️1. Welcome emails #
A welcome email is a classic and effective automation. It’s sent to a new subscriber after they sign up for your mailing list. Usually, the message reads ‘Thanks for signing up’ or ‘Welcome to (company name).’
Sending welcome emails will establish a connection with your subscribers from the start. These emails are a chance for you to tell them a little more about your business, your products and competitions, while also giving them the chance to introduce themselves through a welcome survey.
Welcome emails should look compelling, sound positive, and contain valuable information for your subscribers.
⚡️2. Special occasion emails #
Customers are the foundation of any business, and to retain them, you need to demonstrate how much you value them. Special occasions, like their birthday or other holidays and anniversaries, are the perfect time to show them you care.
In your email, include a unique offer as your gift — whether it’s a discount, a freebie or early access to an event or prize draw.
Personalise this email using their name and referencing the event, and send it at the right time. For example, if it’s their birthday, send the email the night before or the morning of their special occasion.
⚡️3. Nurturing emails #
Nurturing emails are sent to subscribers at different times of the buying cycle. They aim to build relationships with customers, educate them about your products or services, and slowly guide them to a purchasing decision.
⚡️4. Retention emails #
You’ve already established a bond with your existing customers — now it’s important to keep that relationship alive.
As an existing customer, they already have a level of trust in you and are likely to purchase from you again. The probability of selling to an existing customer is between 60% and 70%. For a new buyer, that probability lies between 5% and 20%.
But even existing customers sometimes need a nudge, especially if they’ve been inactive for a while. Use automated emails to show them what they are missing.
For example, if they’ve abandoned their cart, give them an incentive to return; send them a convincing email with positive reviews for the product or cheaper alternatives.
⚡️5. Product review emails #
Asking your subscribers for feedback will again show them how much you cherish them and their opinions. To incentivise them even more, you can offer them a discount in exchange for their review.
Requesting a product review will also benefit your business. It will:
- Boost your sales through social proof
- Help you gain valuable insights into customers’ needs/preferences
- Identify areas for product improvement
- Build credibility and trust with customers
Automated emails are a vital part of an email marketing strategy. Over time, these carefully crafted and personalised emails will improve your conversion rates, boost your customer engagement and enhance your brand reputation.
We highly recommend that you implement trigger emails if you haven’t yet. If you need help or are seeking advice, contact us. We are email experts and are driven by our clients’ success.
