Email automation helps brands reach the right audience with relevant messages at the right time to build long-term customer relationships and increase revenue.
What is email automation?
Unlike sending newsletters and one-time campaigns to a group of customers, email automation sets up an email that is sent to a specific individual whenever they meet the requirement of the trigger action.
Email automation aims to help the brand reach the right audience with relevant messages at the right time through email marketing tools. When linking the website to these tools, the brand can reach its target audience based on their behavior, browsing, and purchase history. All you need to do is create the right trigger to ensure that these emails will be sent as soon as the conditions are met.
The benefits of email automation
Automation emails can help the brand analyze data from previous campaigns and pick out the most effective steps and relevant content. By applying automated email, the business can also achieve the following benefits:
1. Personalize the customer experience
Research shows that more than 90% of customers love personalized content because it brings excitement and engagement. Most customers want to learn more about the brand if they receive product recommendations and promotions that suit their interests.
A recent study showed that ads that match customer browsing history might help boost click-through rates by up to 11%, and product revenue can increase by 38%.
Another study found that up to 72% of customers only respond if marketing messages are created based on their interests. Email is a communication channel suitable for personalization, thanks to automated emails. The relationship between the customer and brand will also improve through this method.
2. Increase productivity of the marketing department
Automation helps change the operation flow. According to a recent survey, up to 69% of companies say that automation helps reduce employee working time. 59% say they can save up to 6 hours of work per week if repetitive tasks are automated. 72% think they can use that time to focus on tasks that bring more value.
When the brand sends emails manually, a lot of resources are used. Thanks to email automation, a business can grow quicker.
When adopting email automation, customers’ actions are automatically recorded to your system as soon as they interact on your website. Their behavior tells the system which content is suitable without staff having to do anything. The only thing you need to do is prepare the relevant content and set the right triggers.
When data tracking and email sending are automated, your marketing department can spend time figuring out how to enhance customer relationships. With the benefit of automation, the brand can work smoother and be more productive.
3. Improve customer retention rate
Companies can usually save money and time in taking care of existing customers rather than finding ways to convert new ones. Automation makes it easier for the brand to build customer relationships.
Read more <How to build customer relationships and maximize customer lifetime value>
Emails like Customer Winback will help businesses reconnect with customers who haven’t purchased a product for a certain period. By pulling them back to the website, the brand can increase revenue more efficiently than by running ads to look for new customers.
4. Send the relevant message to each customer database
Automated emails help companies deliver customized messages based on the customer database, such as their location, shopping behavior, and purchase history. As a result, customers will feel that the brand understands their preferences and needs, then become more interested in the brand.
Read more <Factors affecting purchasing decisions in e-commerce>
High-performance automated emails:
There are many types of automated emails created for e-commerce. Depending on the brand’s field, they can choose the most suitable one to adopt. Here are some of the most popular automated emails:
1. Welcome email
The benefit of this email is that it helps the brand make a good impression on customers by the first email they receive. Usually, customers will not buy for the first time on the website. That’s why the business needs to grab their attention and start a relationship with the “subscribe now” button.
The welcome email will help create an excellent first impression of the brand and products. According to studies, welcome emails are read and clicked five times more than other emails. In addition, a welcome email also helps the company achieve 320% more profit than other promotional content.
Whenever there’s a new subscriber, sending a welcome message can actively convert them into customers.
By sending a welcome email that contains a discount code for the first order, a brand working with IMP converted more than 12% of leads (potential customers) into customers. Revenue from this email reached $16,000 in the first two months of implementation.
2. Browse abandonment email
The browse abandonment email (reminding viewed products) is sent when the customer browsed the product after a certain period. This type of email will help the brand trigger customers back to the store and increase conversion rates. By adopting this type of email, IMP’s customers achieved an order rate of up to 6% and one-year email revenue exceeded $72,000,000.
3. Cart abandonment email
A cart abandonment email helps minimize the potential revenue loss when customers don’t finish checking out. According to statistics, 70% of customers abandon their shopping cart, meaning that only 3 out of 10 people who visit the website actually make a purchase.
The reminder email will help the brand encourage customers to return to their website and make purchases. In particular, the email gives impressive results: more than 40% open rate, click rate reach nearly 10%, order rate almost 10%. After a month of implementing the new email series, it brought in more than 31,000 USD in revenue, 43% higher than when using template content in the system.
4. Thank you email
The thank-you email (post-purchase) helps the brand build strong customer relationships. This simple type of email will make customers feel connected and caring. Besides showing gratitude, the company can also suggest related products to customers. When correctly adopted, thank-you emails can be very profitable in revenue. IMP’s client has gained more than $196,000 in revenue 18 months after implementing this email.
5. Customer winback email
In today’s competitive market, the cost to acquire new customers is often five times higher than the cost of maintaining existing customers. It’s so crucial to focus on customer retention. One of the ways to minimize customer loss and increase sales and profits from them is to trigger them back to the website. The customer winback email (re-engaging existing customers) is an automated email that helps the brand solve this problem.
By sending this reminder email to customers after a certain period, we helped our client gain more than $230,000 from emails with an order rate of up to 1.6%.
Automated email marketing brings many benefits to the brand, such as less time spent on sending emails, which frees up your human resources, and thus costs. With automation, the company can send personalized messages to individuals according to their behavior. When you combine email automation and other customer analysis tools, brands understand their customers better and can design the right touch points along customers’ purchasing journey.