If you’re not already sending automated emails, it’s about time you fully embraced it (or at least brought it in for a work-appropriate side hug). Automation is the most effective way to send more timely, relevant messages to your audience at scale, and it helps you save precious time. Plus, automated email messages average 70.5% higher open rates and 152% higher click rates (Epsilon Email Institute)! Better results in less time – what’s not to love?
And we’re not talking about some clunky, overcomplicated program that takes forever to get up and running. There are four core automated emails that every marketer should have in their email strategy. They’re all super easy to set up, and they’re some of the best-performing emails you’ll ever send.
1. The welcome email
You know from experience that first impressions mean everything. An automated welcome email reaches new subscribers right when they’re most excited and ready to hear from your brand. So make sure it’s a friendly introduction and consider giving them a special offer or other exclusive content – they’ll surely appreciate all the warm hospitality. It’s a simple but effective marketing strategy: In fact, the average open rate for welcome emails is a whopping 50%!
If one email doesn’t feel like enough to get your relationship off on the right foot, consider automating an entire welcome series. Your series could look something like this:
• Email 1: Thanks for signing up and brand introduction.
• Email 2: Exclusive piece of helpful content.
• Email 3: Case study of a customer having success with your brand.
• Email 4: Special offer with a call to action to buy.
It’s such an easy way to make a great first impression – and it gets long-term results. Subscribers who receive welcome notes show 33% more long-term engagement with that brand (chiefmarketer.com).
2. The re-engagement email
You work hard to get people on your email list, and for good reason – after all, the larger your audience, the larger your return. And new subscribers are the best of the batch because they tend to be over-the-moon excited about everything you have to offer them.
But what happens when the honeymoon phase ends, the spark is gone and your once-devoted subscribers stop engaging with your business? That’s when you need to launch a re-engagement campaign.
If your subscribers have been slipping through the cracks, drop them a quick, friendly note to remind them what they’ve been missing out on. Consider including a special deal or interesting content to pique their interest. Or, if it’s been a particularly long time since they’ve engaged with your brand, offer them the opportunity to opt out of your list. Breaking up is hard to do – but if neither of you are getting anything out of the relationship anymore, it’s time.
3. The birthday (and anniversary) email
Your customers want to feel wanted, so let them know you care with date-based automated messages. You can use the data you collect through your signup form to create an automated email that will send on your subscribers’ birthdays, their signup anniversary, whatever! It’ll show them you’re paying attention and promote long-term loyalty – plus, who doesn’t love a good celebration?
4. The thank you email
What better way to show your appreciation for your subscribers’ orders, donations and loyalty than sending a straightforward, simple “thank you?” Showing a little gratitude helps sustain engagement – especially when the probability of selling to an existing customer is 60-70% (Marketing Metrics), meaning that once a customer has made a purchase, there’s a much better chance you can get them to make another one.
But it doesn’t have to all be sales-focused: Thank you emails are also an important opportunity to not only to connect with your customers after they take an action, but also for you to provide ways for them to extend the relationship with your business whether it be through another sale, an app download, or a call to action to follow you on social media.
Once you’ve actually created the emails, you can get all of these automated workflows set up and sending in minutes. Or if you’re an Emma customer and need a little help, our services team can get you up and running in no time.
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory