Contents
- Introduction
- Goals of Automated Mailings
- Types of Automated Mailings
- Benefits of Automated Mailings
- How to Create an Automated Mailing
Introduction
An automated mailing is a system that allows sending emails automatically upon the occurrence of specific conditions or events. An email marketer sets up such mailings once, after which they operate independently, and the specialist only monitors their effectiveness and makes changes as necessary. This enables messages to be sent at the right moments without additional intervention.
For example, the OZON platform uses automated emails to remind customers to restock their supplies. This approach not only simplifies the management of mailings but also increases customer engagement.
Goals of Automated Mailings
Automated mailings play a crucial role in email marketing strategies. They allow for effective communication with subscribers based on pre-defined scenarios. For instance, if a customer leaves an item in their cart, they should be reminded of it and then offered a discount. If a subscriber has not opened emails and has not taken action on the site for a long time, they can be offered something special.
The primary task of automated mailings is to connect with users at the right moment. Once a customer takes an action specified in the scenario, the email is automatically sent without the involvement of the marketer. This significantly increases the chances of successful interaction with users.
Types of Automated Mailings
Classification by Basis of Sending
- Triggered Mailings: Sent in response to specific actions of subscribers, such as purchasing a product or ignoring mailings. These emails often contain a call to action (CTA).
- Transactional Mailings: Provide information about completed transactions, such as payment confirmation or password changes. In such emails, an unsubscribe link is not required as they are informational in nature.
Examples of Triggered Mailings
- Welcome Emails: Sent immediately after subscription and can include a series of messages to introduce the brand.
- Abandoned Cart Emails: Remind the customer of items in their cart if the purchase has not been completed.
- Congratulatory Emails: Congratulate subscribers on significant dates such as birthdays.
- Reactivation Emails: Aim to rekindle interest from subscribers who have not interacted with the mailing for a long time.
Examples of Transactional Mailings
- Financial Transaction Emails: Notify about account top-ups or successful order payments.
- Order Status Emails: Inform about the current status of an order, such as its shipment.
- Account Activity Emails: Notify about the completion of registration or successful password changes.
Benefits of Automated Mailings
Automated mailings offer several advantages, including:
- Reduced Workload for Marketers: This helps avoid mistakes and increases the effectiveness of customer interactions.
- Increased Engagement: Personalized emails help strengthen relationships with subscribers.
- Increased Sales: The ability to respond instantly to customer actions and offer relevant solutions.
- Reduced Load on Call Centers: Automated emails inform customers about the status of their orders, decreasing the number of support inquiries.
How to Create an Automated Mailing
Creating automated mailings is usually done through special services. The overall process includes several stages:
- Define the trigger for sending, such as an item left in the cart.
- Develop the mailing scenario, describing the sequence of email dispatch.
- Create the necessary emails, considering the text and the possibility of personalization.
- Set up the mailing by uploading the emails to the service and outlining the scenario.
Transactional emails are often sent through CRM systems but can also be integrated with mailing services for more effective management.