Let’s talk about email marketing, which has become one of the most effective ways to connect with your users, customers and clients. Long time ago, we stopped thinking about it as SPAM because marketing campaigns began to be more personalized, targeting specific groups of people by delivering contents they want to see.

More and more companies start using marketing automation platforms to send automated, but personalized messages within marketing campaigns, which trigger off of a user’s action on a given website.

Intrigued?
I’m sure you are! So, keep reading and learn more about marketing automation and what are the most effective automated emails to use to engage your customers and boost your profits!

Marketing automation

Instead of creating one kind of newsletter or another pop-up window that you show to everybody entering your website, try an automated email campaign. A marketing automation platform gives you an ability to create an action path that you set up once and it targets a specific user when conditions you choose are met.

To illustrate it, let’s say you want to welcome people signing up on your website and offer a special deal to those coming from Facebook. You create an action path, starting with a trigger - when they enter your website and add conditions - their referral is Facebook; Next, show them a form on the screen (actions):

  • “Hi, sign up now and as our Facebook fan, you get a 10% discount!”

If they sign up, they are going to receive a tailored email:

  • “Hi [name], thanks for being with us! Click on the button and use your 10% discount on every item in our store”

I am sure you don’t have much time to do it manually every single time when somebody signs up, right? That’s why, create a Welcome Email that the system sends automatically when conditions are met.

Automation is really the opposite of spamming because it’s about delivering personalized contents to people of your choice. The simplicity of setting up an email once, which reaches all the users you define, makes marketing easier and more effective.

Increase the conversation rate

Triggers and actions are characteristic for marketing automation platforms. For example, if something particular happens (=trigger), then send an email campaign to the users of your choice. As you can see, everything is performed automatically so you don’t have to bother about technicalities anymore.
Now, spend a minute to think how you can use your creativity to make it work.

We all learn on making mistakes but we want to spare you the costly ones so we analyzed 10 different automated emails to help you engage your users and bring a boost in revenues.

  1. Welcome email

Welcome your new subscribers, who aren’t into buying what you have to offer yet, but who want to learn more about your products or services. Don’t waste an opportunity to turn them into potential customers by not following “a small step” strategy. Easy, you are definitely going to get there - just give it some extra time.

Why not to start from a simple subscription to your email list? It doesn’t require any personal or credit card information. All you ask for is an email address that you’re going to send valuable materials (blog posts, personalized offers and recommendations). So, your users can benefit from that.

When your user enters the email address, use the marketing campaign builder to create an automated email campaign based on “a thank you note” for being onboard.

  • Let's see how Zapier does it:

First thing that is very characteristic for personalized messages: there is a specific name. From the very beginning, I feel more special for the company and the fact that its CEO is contacting me directly (his name is provided), makes me want to read more.

It’s clear what the aim of Zapier is. Easy Onboarding steps also there. I am informed about the trial and the rules behind it. In case of questions, I know exactly where to look for answers.

As you see, this is a very simple email. There are no pictures, no videos. Zapier wants to keep it simple and thanks for that! For me, it’s very readable and it involves all the required elements to start using the app.

  • Now, here is a Welcome email by Magento:

It also starts with my name but the greeting is more formal (no “hi” or “hello”) but still, it forms a certain relationship by pointing a person directly.

The email gives precise information how to login in to the account. What is surprising, all the advantages of Magento are listed below with a short note about contact. Maybe in this way, the company wants to show that your needs first, then the company’s.

It’s even simpler than the previous email, but it does provide users with specific information. We have to admit, though, that there is not much personalized contents.

  • Another example is the most colorful one by an American decor retailer - HomeGoods:

The very first thing that attracts your attention?

For me, it's the huge green banner with "Thank You & Welcome" where they appreciate signing up. It is clear that they want to keep it short and readable. One more observation - there is a little "This could be the beginning of a beautiful relationship. Thanks for signing up!" at the very top of the message. It really makes a user feel special, makes the person actually be in this "relationship". For now, nobody is pushy, so why not to keep on reading?

There are a few pictures with short descriptions of the key features that differentiate HomeGoods. There is also a call-to-action button redirecting to the website, but there is no contact information. I don’t know who I need to email when struggling with some issue on the website.

  1. Ask for feedback in emails

I mentioned before that we all make mistakes, right? And running a business is a constant up-and-down road, where you realize that without your customers, you are not there. So, why so many companies still neglect the feedback from their customers, pretending that everything is just fine?

People want to know the truth, no matter how difficult it may be. No one stands lies. That’s why, ask honestly your users about their experience with your website. It’s the only possible way you can understand what they need.

  • I love the way Alex at Groove does it:

While reading this email, one may feel very special because not only there is always a name of a person but it also says “thank you” for signing up. Users are presented as valuable for the CEO who addresses them directly.

What’s even more important, Alex asks for honest opinions about his website. It’s crucial in developing one’s product because users can point out relevant issues that have been missed by the team at Groove. You can use the same strategy to ask to reply directly to this email or create a special survey, like the one from GetFeedback

On top of that, he also points out what kind of emails a person is going to receive so that, users don’t feel harassed. Everything is known from the beginning.

There is also a direct link to the demo that helps users to start using the website.

I find this email very similar in terms of the layout to the one of Zapier. They are both based on simplicity which makes it highly effective.

  • An example of an auto message (no personalization):

There is a call-to-action button to take the survey and share thoughts about this particular website. However, there isn’t even a name of a person it’s addressed to. There is simple “hello”.

Honestly? I am not thrilled at slightest to take the survey. Sorry!

  1. Let your users know about upcoming expirations

The fact that you can lose your existing customer means that it’ll cost you quite a lot. Firstly, because along with your customers fleeing, your profits will decrease. Secondly, according to Paul W. FarrisThe probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer.”, which means that it takes more of an effort to acquire new customers than take care of the already existing ones.

A great way to ensure that you care about your existing customers is to send follow-up emails, informing about everything that is connected with changes in their account, subscription, or the policies on the website.

Let’s put it straight. We are all busy people and we tend to forget about all these subscriptions and payments to make. Groove knows that and in a personalized way, addresses a message to a specific person with instructions how to upgrade the account. They also provide clear information about the pricing.

But what I find strange is the fact that there was no call-to-action button redirecting me to the website. Only “click here to unsubscribe” …

This kind of email is very easy to create if you have a marketing automation platform. Simply add a trigger to send an email campaign to everyone 1 or 3 days before the trial expiration date.

  1. Surprise your customers with a birthday present

The effectiveness of birthday emails is very high and according to Elaine Yavorcik, it can result in up to 481% higher transaction rates than promotional emails!

Having said that, it would be real waste not to use the information about user’s bday to deliver a personalized birthday offer.

As you can see, at the top - there is a clear indication that there will be always a birthday card waiting for Starbucks customers. They feel special and know that the company cares about them.

Below, there are birthday wishes at the beginning with a special offer because of this particular occasion. All one needs to do, is to print a postcard. There is also a bunch of call-to-action buttons to social media profiles, where one is encouraged to share his Starbucks experience with others.

To run such an automated action path, decide on a trigger that starts the action every day for everybody whose birthday is on that day. In other words, all people will receive a personalized bday card if they were born on a particular day.

One thing to remember. If you want to offer a special service FOR user’s birthday, send the email campaign few days ahead to give the person a choice to use it. If somebody gets an offer to be used ONLY on a day of one’s bday exactly on that day, it’s going to waste.

  1. Share your new blog posts

Content marketing is a must if you’re running an online business. It’s a basic channel to nurture your leads with valuable contents that help to educate your users.

As Neil Patel claims, if your users become your subscribers, they are 3 times more likely to publish your content on their social media profiles than the visitors from different websites.

That’s why, you should take an advantage from having their email address and let them know about the new blog posts you publish.

  • Again, Groove knows how to do it:

It’s not addressed directly to a given person, but it seems that there isn’t a particular need for that in this example. What do you think?

Anyways, users are informed about what the blog post is about with a direct link to the page. It doesn’t make a user find it on his own.

What’s more, there is also a link enabling one to share this blog post on Twitter. Very smart, indeed. Users get a clear view on the subscription functions - they are free to unsubscribe if they want to.

To create such an automated message, all you need to do is to apply trigger that sends an email with a link to a new post to every single person that has entered the email address. In this way, it stays automated and saves you a lot of time.

Create different marketing campaigns to find the most effective solutions

Marketing automation offers a lot of opportunities by enabling you to create fully automated action paths with email campaigns, as well as sms, postcards, forms and modals.

We’ve described some examples of the most effective emails and it’s up to you how you are going to use it. And remember, don’t have your customers wait for your interaction - make one step further and help yourself with a marketing automation platform.

Marta Debska Saas Implementation Project Manager

Posted on June 17th, 2016