Ideas for Automated Email Content

ClickMail: Automating eMail ContentIf you’re not automating triggered emails to specific people in your database, you’re not only missing out on a great chance to be lazy, you’re missing out some of the best response rates in online marketing.  Automated emails generate higher than average click throughs, according to eMarketer’s 2012 Email Marketing Benchmarks report, which showed an average click-through rate of 10.4%. That’s more than twice the average of other email marketing.

This success is not surprising when you consider that timing and relevance are essential to opens and clicks. There’s no better example of good timing and good relevance than automatically sending a message to people whenever they complete an action that’s tracked on your system.

If you’re tripped up by triggered email and looking for opportunities to send automated emails to your audience, here are some suggestions:

  •  The Welcome Email: The welcome email continues to garner the highest open rates of all. Your welcome email need not be limited to any one kind of welcome, for example, a newsletter subscription. You can send the equivalent of a welcome email triggered by any one of these actions on the part of the recipient: downloading, buying, filling out a form, registering, or subscribing.
  •  Cross Sell/Up Sell Emails: These emails are triggered by the same actions that can trigger a welcome email, such as a purchase, registration, or subscription. These automated emails offer a related item or service to the buyer. They can be a one-time email that follows up a purchase, or emails sent later that are related to that purchase. For example, if someone purchased a saddle, a follow-up email might offer special pricing on a bridle in matching leather. Or if someone registered for a content marketing webinar, a follow up email might offer a book on the topic.
  •  Lead Nurturing Emails: These emails are triggered by an action such as submitting a form, putting items in an online shopping cart, or in some other way showing interest in what you’re selling. The messages are sent over time, slowing nurturing and/or educating the lead until he or she becomes a customer. For example, if someone attends your webinar, they might get a series of emails that follow up on the webinar and offer more information about your products over time.
  •  Customer Satisfaction Emails: These emails are triggered by purchases and ask customers to respond to surveys or in some other way rank their satisfaction (or lack of) with your business, service, and/or purchase. Think of a follow-up email after a hotel stay, for example, that asks you to rate your visit. Or note the occasional Netflix emails that check in and ask you when you received the latest DVD.
  •  Cart Abandonment Emails: These automated emails are triggered when someone gets as far as putting items into an online shopping cart but doesn’t complete the purchase. Such an email can remind customers that they have items in the cart, or even offer an incentive for returning to the website to buy.

All of these emails are triggered by action on the part of the prospect or customer. You don’t need to do anything but set up the automated system in order to show up in the inbox with relevant, targeted messages. Remember, these automated emails can average twice the usual click-through rate, thanks to their relevancy and timeliness. Isn’t it time to pull the trigger and put these emails to work for your business?

About Marco Marini

Marco Marini has been at the forefront of email marketing since its inception as a channel. Prior to co-founding ClickMail, Marco developed pioneering email campaigns for CyberSource, eHealthInsurance, DoveBid and IBM Canada while holding key marketing roles in those organizations. Through his experience on both sides of the email marketing table--client and agency--Marco has developed significant expertise in using email to its full potential to generate substantial return on investment for marketers, management and investors. As CEO at ClickMail, Marco’s main focus is defining the company’s strategy. However, he also spends time advising clients on how to leverage enterprise-level ESP technology as a primary engine for business growth. His expertise in every aspect of email enables Marco to guide clients and ClickMail’s internal teams to develop sophisticated campaigns that employ best-in-class strategies, overcome technical hurdles, and meet business objectives. Marco was born in Canada and grew up in Italy. He and his wife are the parents of four children. He is active in the Silicon Valley Italian Executives Council and is on the Northern California board of Stop Hunger Now.