Email marketing provides marketers with many ways to connect with consumers. This is best done through automation – setting up email campaigns with certain triggers and rules to serve personalized messages. With people having multiple email addresses and inboxes being saturated with promotional emails, using automation correctly can be key to increasing your open rates and engagement. From my experience working with clients, here are four types of email automations that work well to engage with customers and increase ROI:
Welcome Series: When a new user subscribes, signs up or purchases for the first time, you can add them to a list for your ‘Welcome Series’ campaign. This is an introductory hello that can include further brand resources, information and even discount offers to try and have the user come back and purchase. The Welcome Series can be automated to send out 3-4 emails over 4-6 weeks that remind the user of your brand resources and all the perks they can take advantage of. If the user only subscribed to a mailing list but did not purchase from your site, this can be a great tool to provide exclusive promotions for a limited time to convert them.
Drip Campaigns: These campaigns work best to nurture a lead. For products and services that need multiple impressions for the buyer to convert, using a drip campaign can help. The most common drip campaigns include offering discounts and free shipping to users who purchased in the past, promoting a new product of service, or creating partnership awareness for brands that have teamed up to offer something exclusive to their audience. For example, retailers could set-up drip campaigns sending one email per week for five weeks, each time offering a larger discount for an item. This will measure a threshold for when buyers purchase based on a discount opportunity and could significantly increase revenue, depending on the deal offered.
Special Occasions: Hit your loyal customers with a surprise discount or free product when they expect it, and when they least expect it. Popular occasions for email marketing campaigns include birthdays, anniversaries, and national holidays. These are all dates in which the customer may expect an email with a special offer. However, it doesn’t hurt to also get creative and send a promotion to celebrate the seasons changing, a social trend that is currently going viral or just a gift because your brand cares about keeping your customers happy. Capitalizing on the times when customers are not usually getting a lot of brand promotions can be just as successful as when they are excited and expecting offers.
Event Triggers: Find out what actions are most important on your website and in your customer journey, then label them and develop an email campaign for those times. You can automate these emails being sent out after a customer completes the required action, such as:
By knowing what actions lead to a conversion and tracking those actions, you can be present for every user in the buying journey to push them along when needed.
I would also recommend having a lead scoring system in place to complement the four campaigns above. Your email provider likely has a version of this that can be included in your monthly package. Lead scoring will allow you to assign different labels and importance to user actions on your site, breaking down users who are at the top of your funnel versus ready to covert. If you would like to elevate your email marketing strategy, contact us at firstname.lastname@example.org.