When preparing a marketing campaign, registering a new client or loyalty programs. Everywhere, automatic emails can make it easier for you to work. And also increase campaign success. So, if you prepare them properly. And so we'll advise you how to do it.
Automatic (or trigger) emails are triggered by themselves based on an action. This is not only the user's involvement in the campaign and its next steps, but it can also be different holidays or regular seasonal discounts.
Automatic emails are prepared without specialized software, such as Mailchimp, Act-on, Drip. Some tools will also handle namescripting, allowing you to personalize your emails. For example, you plan on the system:
The software can automatically move individual users between groups - depending on whether and what action they have done. And it's up to you to evaluate and modify everything so that the campaign is as effective as possible.
To make the least adjustments, follow the following rules.
Consider not only what the emails will be about, what their purpose or who they are, but also:
Keep in mind that a lot of situations can happen in your campaign. The client may download the trial version of the program, but will not open or install it. So be prepared for all options.
At the same time, calculate the minimum and maximum amount of emails your client receives in the campaign. Plan their frequency so that it does not bother in the most extreme cases. And so that no customer is afraid you have forgotten him.
Be sure to also plan who will be signed by email. For marketing campaigns, this may be, for example, the employee responsible for the product or offer that customers can turn to.
But if you send only automatic birthday wishes, just send it as a birthday messenger.
Whether you are sending a customer a birthday wish or starting a campaign for a new product, always show him what's next. Explain to him what to do. And what happens after they follow the instructions.
If you tell him how to pick up the discount or download it, it is more likely that the client will really finish the action. They will not be lost at any intermediate point.
At the same time, offer him any help in each email. He knows he can contact you at any time. Offer him, for example:
And if you can guarantee fast response, do not be afraid to promise an answer within an hour.
Count on the fact that a lot of readers will not do the right action right now. So do not be afraid to remind them all. Note that the discount will expire in a few days, or resubmit a download link. If the client has forgotten, he will certainly appreciate it.
By the way, according to Mailchimp data, your emails will only open up to just over 20% of recipients (and even fewer in some industries). That's why it really pays to remind you of important announcements.
And if the customer does not respond after a few reminders, try to find out what has deterred him and ask him for feedback. Either reply to your email or fill in an online questionnaire. Get valuable information to help you improve your campaign significantly.
Remember that every email must have a clear call-to-action. Otherwise, you can not expect the customer to do that.
In one email, always use one call-to-action (repeatedly). If you are encouraging readers to take more steps, they will not know what to do before. And the chances that they really click on a challenge are getting smaller.
As with any other business emails, it is also true for the automatic ones that they must honor the company's communication style.
If you communicate with the customer in a friendly and light-hearted way, show it to him. And if there is not too much space for jokes, save them with emails as well. The client then knows what to expect, for example, at a meeting. And there is no unpleasant surprise.
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