Because the customers are selected based on existing data, and so they receive relevant and valuable content specific to them. And the results can be exciting. According to Salesforce, “automated emails generate 199% higher click rates than the traditional broadcast emails.”
Thanks to existing customer data you get from your CRM software, it’s become a lot easier to send automated emails that are not only tailored to specific target groups but are also adapted to each individual customer.
Here are some of the core benefits sending automated emails affords you:
- It promotes customer loyalty
- It saves time
- It increases sales
- It sets you apart as a brand from your competitors
Above all, it helps you to focus on other tasks, such as product optimization because you don’t have to worry about email delivery.
This guarantees a seamless communication, regardless of the holiday and/or sick leave of your employees. This is interesting because 72% of consumers like to be contacted via email by companies.
Armed with these pros, let’s dive into the 10 automated emails you should be sending new subscribers to your business:
1. Welcome Emails
New subscribers can be gradually introduced to offers through targeted welcome emails.
The first impression counts. New subscribers should be encouraged to complete their profile data and share their interests and preferences.
As a result, for example, it’s possible to recognize at an early stage which special offers or special information are suitable for your new subscribers. Here’s an example ‘welcome email’ from Sumday to new subscribers.
A welcome email can be very effective. On average, they generate 320% more revenue than other advertising emails. They also ensure a better opening rate for future emails.
What Makes a Welcome Email Special?
Welcome campaigns with email marketing automation are common today.
This email shows important your customers are. It draws their attention to your brand and builds confidence in them towards your brand.
Of course, it’s always a challenge to respond to individual recipients with the traditional newsletter. Hence, you should welcome them first before anything else.
Side note: When looking for potential hires, use a welcome email to notify interested and qualified subscribers.
All in all, if building a relationship with your customers is important to you, the welcome email can help you cement that initial conversation.
2. Thank You Emails
“Thank-You emails are the untapped goldmine of email marketing.” — Magdalena Georgieva
For a fun and consistent branding, “Thank-You emails” can help you stand out and leave an authentic impression in your customer’s mind -- especially if it's sent right after the purchase.
Automate all your Thank-You emails to give the feeling to your customer that you truly appreciate them.
Funny enough, it doesn’t have to be a follow-up email after a purchase.
When you interview someone, attend a meeting, etc, a ‘thank-you email’ is always appreciated. Here’s a good example:
While the ‘thank you’ email is sincerely the first message a business usually send after a successful purchase or download, it also an avenue to send more information about the product, software, ebook, etc.
For example, you may want the subscriber to sign up for an upcoming event (e.g., a webinar), write a comment about your product, or rate the product.
The approach is also effective because ‘thank-you emails’ have an excellent open rate — up to 42.50% and 10.38% conversion rate, according to Remarkety report.
Note: customers will be pleasantly surprised since they generally expect to receive only an automated order confirmation email.
3. Abandoned Cart Reminders
The abandoned cart email is essential to remind customers about the item they wanted to buy but failed to check out. Shopping cart abandonment is a common issue faced by e-commerce websites.
In fact, more than 69.89% of online shoppers abandon their shopping cart at the point of purchase. It could be as a result of expensive shipping or other reasons.
Regardless of the reason why a customer abandons their carts, a quick reminder email can perform magic. It can motivate them to buy, especially if you offer a discount or other benefits.
Many e-commerce stores are already spending a portion of their marketing budget to write persuasive emails that will win the sales. Here’s an example of “shopping cart abandonment email” from DoggyLoot:
Nanoleaf used a shopping cart abandonment email to connect a personal level with the customer who left off just before completing the purchase. As a result, the company recovered 30% of its abandoned cart and grew revenue.
4. Email Nurture Series
Automated email marketing is the perfect tool to develop a consistent dialogue with existing customers. In other words, you need to communicate with your audience to build ‘trust’ which is required to make the sales.
You should take this seriously because 75% of leads are not ready to buy. They need to be nurtured first.
No, you don’t have to send ‘nurture emails’ daily. The first email can be sent 3 days after they opt-in to your list, the second email 5 days later, and so on. You have to be patient!
Inventory management in the customer lifecycle means addressing the contacts correctly based on their interests. A nurture email is mostly educational, insightful, and action-driven. Above all, make sure they’re timely and valuable.
In your emails, use call-to-actions and incentives to nudge the subscriber into action.
Here’s a good example of a lead nurture mail from Alfresco:
5. New Customer Emails
When a customer subscribes to your newsletter, it’s obvious that they’re interested in your offer and are open to additional information.
It’s essential to engage in direct dialogue with the new customer — which can be easily implemented via an automated branded email, where you introduce your brand and what makes you unique. Better yet, you can send a quick email to reveal an urgent information.
The Start Off Week email from Royal Wolf is a good example of an email you can send new customers to put them in a good mood:
Essentially, make sure the subject line is catchy. This is important because the new customer still has questions about your brand. The only way they will get to know you better is to actually open the email.
Caution: An exception may be necessary if several emails have already been sent out to new customers. For example the confirmation email of a double opt-in and the registration confirmation.
6. Repeat Customer Appreciation Emails
Customers who buy multiple times from you should be appreciated. They have come to believe, like, and trust your brand or you in person. Don’t take it for granted.
To appreciate your repeat customers, there are several proven approaches you can adopt. One effective approach is to give presents to their friends. Sounds unbelievable?
Well, that’s exactly what Harry’s does. Take a look at their example email:
Harry’s example is so creative. The brand uses it to add more subscribers to their list also. Once a customer receives the email, they will provide their friends’ email addresses and voila -- they’re automatically added to Harry’s database of clients.
If you’re not comfortable with this approach (though I think it’s cool), you can take a different path like Gamine -- the company gives a gift to repeat customers. In this case, a $50 gift card!
Regardless of how you want to appreciate your repeat customers, make sure they’re active on your list. If the subscribers are deemed inactive over a period of time, try sending out another reactivation email to win them back.
7. Post-Purchase Follow-Up Emails
After completing an order, a customer is supposed to receive a timely confirmation of purchase, invoice, and shipment notification via email. It’s a form of “thank-you” email but this time, it’s specific when a sale is successful.
A customer might regret buying from you if you don’t act immediately to further build confidence in them. Use the post-purchase email to eliminate regret.
The post-purchase email is one of the best opportunities you have to get customers to buy again.
It enhances their past experience such that in the future, they’ll remember how good you’re to them. It’s all about retention and relationship. Here’s a proof:
“CoffeeForLess made over $500,000 in 6 months from data-driven lifecycle marketing powered by Windsor Circle. These emails had 66% higher open rates and 125% higher click rates compared to their average rates for the same time period.”
These email notifications are usually triggered in the email marketing software or CRM tool you’re using.
Yes, the post-purchase email is automatically sent by default. But you can customize it to appeal to your customers better while retaining your brand identity.
Here’s a good example from Zulily:
As you can see, this type of automated email can be a powerful viral marketing technique. Because customers can post the beautiful email on Facebook, send a group email, or send invites.
When it comes to the design of the “post-purchase email”, make sure it’s beautiful. Studies show that colored, illustrated thank-you emails are always preferable to impersonal plain text emails.
According to Campaign Monitor, 31.1% of businesses could improve their email efforts with a better visual design.
8. “Your Order Is On its Way” Emails
For e-commerce stores that ship physical products, it’s important to expressly inform the buyer that their product is on its way.
For businesses that are selling digital products (e.g., ebooks, software, audiobooks), it’s optional since the customer will instantly access the product.
After a customer completes an order, they’re concerned. What happens to the order, what’s the status and when is it expected to arrive?
With these questions in the customer’s mind, they’ll be eager to read “Your order is on its way” email. The open rate will be enormously high. Take a look at this email from RicardoSF to a customer:
The beauty of email marketing is the ability to personalize user experiences.
Addressing the user in the subject line, calling their first name, and appreciating them for choosing your brand over the competitors will inspire them to come back. That’s what this type of email is about. Don’t ignore it!
9. Product Recommendation Email Series
The potentials of automated product recommendations via email are huge. In a study by Monetate Research, we found that “customers who click on a recommended product have a 70% higher purchase rate.”
Such emails can be triggered by a purchase, a registration, or a similar action. It can boost engagement in follow-up sessions.
The goal is to initiate follow-on sales or the sale of higher-value and higher-priced offers. For example, Zee & Co. recommends complementary items like T-Shirts, Trousers, and Belts, when a customer either buys a Tie, a Shoe or just visits these product categories on the website.
The recommendations can also be triggered by third-party systems such as CRM software or marketing automation software.
These triggered emails are sent when certain events (such as a visit to a product page) occur. A corresponding email is automatically sent based on a previously defined rule.
Other times, product recommendation emails are automatically sent after an order and are usually appreciated by the customer.
Product recommendations can almost instantly boost your profits.
10. Webinar Invitations Emails
Whether you’re selling physical or digital products, webinars are your secret sauce for success.
Other forms of marketing techniques such as blogging, social media marketing, SEO, influencer marketing, and video marketing face a lot of competition. Because the cost of entry is relatively low.
Webinars are not like that. They’re different and works so well. In a survey conducted by Wyzowl, “49% of respondents said between 20% and 40% of their webinar registrants become qualified leads.”
If you host webinars more often, there’s a chance you’ll acquire more customers and generate more sales. According to Marketing Insider Group, “62% of B2B marketers now use webinars to acquire leads and nurture them.
Planning your webinar is critical to its success. In addition to sending a “webinar email” to inform your subscribers of an upcoming event, don’t forget to notify them ‘just’ before the event.
From the infographic above, we see that if you send email, ebook, blog post, or other marketing materials within an hour of a live webinar, prospects are 60X more likely to show up and become customers. A reminder email will do the trick!
You can use email automation to send compelling emails that inform, engage, and persuade your new subscribers. Make this practice an integral part of your email marketing strategy.
If you need a helping hand, Bloominari— our marketing automation agency can guide you in this regard.
To set up automated campaigns, start by defining a specific goal for each campaign. See what makes sense for your business and your audience.
Don’t try to do what your competition is doing, especially if it’s out of your company’s culture.
I’d love to hear from you. Which of these automated emails do you frequently send to your new subscribers and customers?