10 automated email promotions that enhance the customer journey

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

Email marketing might not seem as sexy as some marketing channels. However when it involves results, it leaves the others in the dust

Research by McKinsey tells us email is 40 times better at acquiring new customers than Facebook.

Once you’ve got customers buying from you, email can be your best possibility to increase their customer lifetime value. Customers who receive your emails spend 138% more, typically, than those that don’t subscribe.

There’s a tonne of clever stuff that can be done with email. So much so, you’d do not have time to take action all manually. This where e-mail marketing automation will come in.

Automating your email promotions enables you to get prior to the competition, automatically. It frees your team from repetitive tasks and allows you to use intelligent personalization without breaking a sweat.

But which automated email promotions should you focus on? Listed below are ten campaigns it is simple to implement going to the bottom running.

1. Welcome

A welcome campaign can be an automated email series that gets triggered whenever a new subscriber subscribes to your email list.

It’s your possibility to introduce your brand in bite-sized chunks. Show new subscribers what you’re about, what they are able to obtain you, and just why they’d desire to.

Effective welcome campaigns tell a seductive story that persuades a subscriber to create their first purchase.

2. Introductory offer

Some subscribers are harder to convert than others.

Send an automated introductory offer to incentivize the ones that weren’t persuaded to get by your welcome campaign.

The bold design of the introductory offer from Bonobos attracts uncertain subscribers to click on through and look at a purchase:

Bonobos

3. Thank you

Sending an order confirmation and shipping information is crucial when someone has completed a purchase, but these emails don’t need to simply be functional.

Adding a many thanks message to a fulfillment email is a good way to enhance your customer experience and build rapport.

They may also be a smart solution to combat any potential buyer’s remorse, reassuring customers they made a sensible choice.

Warby Parker

4. How to

Once your visitors have obtained their new purchase, send them an automated email showing them ways to get the most as a result.

“How to” content is the greatest way to make sure your customers enjoy their purchase. In the end, there’s nothing more frustrating than buying something however, not being quite sure how exactly to utilize it.

This automation is another post-purchase marketing tactic that helps combat buyer’s remorse.

Here’s a brilliant visual exemplory case of a “how exactly to” guide from Shuperb:

Shuperb

5. Feedback

Setting up an automated email that requests feedback is really a no-brainer. It’s vital that you time this right—your customer will need had to be able to use your product.

Not only does the act of requesting feedback create positive sentiment; the feedback itself can help you optimize your offering.

This feedback request from Sephora runs on the playful tone-of-voice to entice overview of a purchase:

Sephora

6. Product recommendation

Product recommendations are an eCommerce marketer’s secret weapon to increase profits.

Automated emails that recommend products predicated on what customers have browsed or bought before is an efficient solution to cross-sell and upsell.

We love this example from Best Buy. It recommends products to accessorize the customer’s recent purchase (a fresh camera):

Best Buy

7. Browse and basket abandonment

As many as 69% of customers abandon products within their basket.

The notion of missing out all those potential sales could be crushing. Nonetheless it doesn’t need to be this way.

Entice customers back again to buy with browse and basket abandonment emails. Abandonment emails includes a big effect on revenue as it’s encouraging a obtain people at the bottom of the sales funnel. Actually, our very own customers average 12% more online revenue when working with our cart abandonment technology.

Here’s an eye-catching example from Topshop of the tactic doing his thing.

Topshop

8. Sale countdown

Sale countdowns will be the perfect email automation to produce a sense of anticipation or urgency around your sale.

You could countdown to once the sale begins. Or, after the sale is on, count down the hours, minutes, and seconds left until customers lose out.

Countdown timers certainly are a visually engaging element to increase these emails which are sure to seize your customer’s attention.

This winning example from Game shows how exactly to utilize this feature in your favor:

Game - Black friday email

9. Replenishment

If you sell products that go out or have a particular shelf-life, automated replenishment emails ought to be your new companion.

These handy reminders prompt your visitors to top through to products right before they go out.

This makes repurchasing from you probably the most convenient option. In this manner, you can decrease the probabilities they’ll be tempted to get from your own competitors.

Read Pure360’s guide to understand how exactly to replenishment emails can make consistent recurring revenue for retailers.

10. Re-engagement

Try as you may, there will be some sleeping subscribers in your email list. Wake them up with a re-engagement email automation.

Set these around be triggered once someone has didn’t engage with a particular amount of emails, based on your frequency.

Discounts certainly are a smart way to re-engage people who have your brand. Here’s a straightforward and effective example from Gap:

GAP

Takeaway

We hope our examples have inspired one to consider how marketing automation can truly add value to your customer journey.

Let us understand how you obtain on. We’re always keen to listen to about fellow marketer’s e-mail marketing success! Give us a tweet @Pure360.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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