Today, automated marketing is a useful, even indispensable, tool for your marketing communications activities. The principle is simple: You prepare the message and define the mailing rules, and the system takes care of the rest.
Here are some examples of automated email campaigns.
- Welcome a subscriber to your mailing list
- Transaction confirmation
- Abandoned shopping cart
- Reactivation of a dormant contact
- Lead nurturing (to learn a prospect’s purchasing cycle)
- Satisfaction survey after a transaction
- Birthday greetings
- Renewal of a contract
- Expired warranty
In the next year, we’ll discuss these examples in detail. In this post, we focus on three important considerations to ensure the success of an automated email campaign.
Choose the right time
The rule you use to determine the best moment to conduct your campaign is very important. An automated marketing tool should offer a feature where you can determine your mailing times based on a part of a date, e.g. x days before a certain date, x months after, x weeks after, on the day of, etc. There’s no miracle formula to determine the best time to send your message. As a guide for deciding the day, date and time, use the purchasing cycle of your products or services, or any information you have about your customers’ shopping habits.
Make the content relevant and personalized
Both the content and the subject line of your message require very special attention. As with all emails, your subject line is key to improving your results. Usually, an automated campaign is part of a communications process that responds to an action of the recipient, such as subscribing via a form, downloading a document or making a purchase. As a result, make sure that the content of your automated mailings is personalized and based on your business relationship with the recipient.
Keep your subscriber database up-to-date
The rules governing the selection of contacts must be very accurate, and your database must be kept up-to-date to ensure that you send the right message to the right people. For example, make sure to use the latest subscription renewal data, to avoid inviting customers to renew if they have already done so, or sending a customer an abandoned shopping cart notification when they’ve just completed a transaction. Depending on your automated processes, you can define the best frequency for updating your data, including real time, daily, weekly, monthly, etc.
Automated marketing often involves a series of messages that aim to encourage your customers or prospects to take an action. In the example below, we present an automated process in which a visitor to your Web site subscribes to your newsletter. Following subscription, an automated welcome message is sent to the person. This message contains a discount coupon for their first purchase. A reminder is sent one week later if the coupon has not been used.
Naturally, you must always keep an eye on your automated campaigns. Ensure that your messages are always current, check your results and make changes if necessary.
Automated marketing strategies offer many opportunities. To ensure that everything goes according to plan, please feel free to ask our experts for advice.