Category Archives: Automation

Email Automation Series – The Welcome Email

Automation Series: All About the Welcome Email

Why You Should Have One

As mentioned in our previous, Email Automation blog post, a welcome email is one of the easiest and most beneficial emails you can create. A Welcome Email will have one of your highest engagement rates of any email as you are hitting the individual at the moment they are interested. This is your chance to welcome new subscribers, tell them the benefits of being on the list, set expectations and possibly convert an interest into a sale. This is your first impression, make sure it counts!

Catching them at their first interaction has also been shown to improve their engagement later on. According to a study by Return Path, a subscriber that reads the initial welcome email is far more likely to read future messages from the brand. Welcome emails are also read around 42 percent more often than promotional messages. This allows for a great opportunity to engage and convert your subscriber right off the bat. In addition, a welcome email can also help to improve list quality. If anyone unsubscribes, bounces or the email simply does not exist, you are able to remove these email addresses from your program, helping your deliverability rates down the road.

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Email Automation

Email remains one of the most important forms of communication to your customers. While many companies are aware and executing bulk email sends, implementing email automation as part of your marketing strategy is what will separate your company from the rest. Behavioral marketing is the key to increased customer retention, loyalty, and revenue. If it is not already a part of your marketing strategy, it needs to be.

What is Email Automation?

Automated email campaigns are emails that send based off of a specific action. It could be signing up for your newsletter, making a purchase, visiting your website, or simply celebrating a birthday. These types of campaigns show significantly higher engagement rates with an increase in opens and clicks due to the relevant and timely content the email provides. The best thing about automated emails? Once you set them up, they continue to send when the defined action has been met without even lifting a finger. Want to learn more and find out a couple simple campaigns you can set up? Continue below!

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Personalized Communication is Key to Retention

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As you might know, repeat customers are truly the foundation of your business. They account for significant chunks of the overall business earnings, and research shows that the average revenue per visit increases exponentially with each repeat visit. While these existing customers are already advocates for your brand, requiring less convincing to make another trip or purchase, with so much competition in the marketplace, special attention and personalized communications are essential in retaining them over a lifetime.

So where should a business start when it comes to converting a one-time purchaser to a repeat purchaser, and ultimately seeking to maintain that life-long relationship? Let’s start with how this valuable segment should be communicated with. Your best customers want to be treated as the best, and certainly differently than prospects. They are already familiar with and are fans of your brand, so avoid bombarding these contacts with generic, database-wide promotions that you would send to non-customers that you know nothing about. Keep them interested to avoid losing them as a subscriber and customer by making them feel special. Start by simply speaking to (not at) your best customers as you would greet a regular in your physical business: by utilizing their known information to personalize the conversation.

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