Email marketing is an ever-evolving marketing channel. Email marketers now have access to resources to help them automate their email campaigns to increase their efficiency. The automated emails can be regular emails that you use to stay in touch with your email subscribers. You do not even need fancy email templates to start your automation journey. You can simply pick free HTML email templates and start applying automation algorithms to them. If you are a novice email marketer, here are a few email campaigns that you need to automate ASAP.
Types of emails that you should automate
Nowadays, new subscribers expect welcome emails whenever they sign-up for their email list. This is why welcome emails have an insanely high open rate of 91.43%. It has become a necessity for brands to automate their welcome emails to leave a lasting first impression. Welcome emails are comparatively well-optimized, resulting in a delivery rate of 84%.
You can even automate your entire welcome campaign. The welcome series campaign can be easily divided into 3 parts. The first email is automatically sent the moment a new subscriber is added to the email list. The second email should contain the second opt-in confirmation. The final thank-you email should be triggered after all the niceties are completed.
Discord automatically sends their welcome emails to any person that opens an account with them. The CTA button of this email redirects the reader to another webpage to confirm their email address. Discord also includes a quirky email copy to thank the user for creating the account and includes a fun fact to engage the reader.
Lead nurturing emails
You can turn away your leads by either dumping a lot of information on them or by sharing too little. Finding the sweet spot to nurture your leads has always been challenging for email marketers. In short, lead nurturing is a delicate process that is almost impossible to optimize manually. Automation can solve this problem by using behavioral and other associated triggers to automatically send informational emails to your leads.
Lead nurturing emails are filled with marketing potential. Brands often use these automated emails to tell the story of their brand to their subscribers. If the reader’s problems resonate with the origin story of the brand, they are more likely to complete the purchase. Brands also use automated lead nurturing emails to send special discount offers to first-time customers to increase their conversion rates. However, conversion rate is not enough to estimate the efficiency of your email marketing efforts. That’s why using other metrics like customer lifetime value is important.
One element of lead nurturing entails informing potential customers about the features of your services and how they can be beneficial to them. Harvests uses this technique in their re-engagement emails. The email copy used is straightforward and directly informs the customer about how they can benefit from their services. The CTA button leads the readers directly to the invoice creation page. Moreover, they have included hyperlinks for their other services. And the illustration of a bundle of money riding on an invoice paper plane is the cherry on the top.
Transactional emails are widely automated. The trend is especially noticeable in eCommerce brands. However, brands offering various services have also started sending automated transactional emails. These automated emails contain all the details of the purchase along with shipping information. Depending on the product or the service, more information may be included in the email to help the customer track their orders. Statistically, transactional emails have 700% higher clickthrough rates compared to other forms of automated emails.
Tens uses a generic transactional email template to update their customers about their purchase details. If you do not already have a transactional template, you can find hundreds of free HTML email templates on the internet.
Invitation emails open more avenues to segment and automate your email campaigns. Email marketers can automate these emails to be sent to all the subscribers in the email list. Or, they can send invitational emails to a select group of subscribers that have opted to receive such messages. Invitation emails keep the readers involved with the ongoing program and events of the brand. This solidifies the personal bond that the subscriber has with the brand. Invitation emails will often have a link in them that automatically creates an entry in the subscriber’s calendar. Email marketers can also use these emails as reminders for upcoming events.
Ramp uses an invitation email to notify their subscribers about their Future of Finance conference. The CTA buttons take the reader to the webpage to register for the event. They have even included a highlighted area to provide more information about the event. Ramp has ended their email by asking their readers to sign-up for another email list to exclusively receive updates about this event.
If you want to increase the sale of your newly launched products, you need to start automating your announcement email campaigns. Using the announcement email in the literal sense to announce the arrival of the new product is not enough to attract the attention of the customer. You need to automate the announcement email campaign to send multiple emails to the subscribers at regular intervals. Use the announcement email to tease the stand-out features of the product over a long period. This method will help you pique the interest of the readers, and they will be more likely to buy the product at its launch.
The scope of automated emails is virtually limitless. The key to successfully automating email campaigns is to identify the repetitive processes and eliminate them using advanced algorithms and segmentation techniques.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.