Contents
- What is an email chain
- Why are email chains necessary
- Types of email chains
- Benefits of email chains
- How to create an email chain
What is an email chain
An email chain, also known as an email workflow, is a series of automated emails sent based on specific actions or events related to a customer. The goals of such chains can vary: they may aim for sales, strengthen customer loyalty, increase open rates of newsletters, and much more. Email chains are often referred to as "drip marketing," as each sent email, like a drop, brings the user closer to the target action. For example, a chain of two emails for the brand Utkonos may include a registration confirmation in the first email and information about the advantages of the store and gifts for new users in the second.
Why are email chains necessary
Email chains help address several key tasks:
- Advancing customers through the sales funnel. A chain can help "warm up" a customer and encourage them to make a purchase, especially in cases where they have left items in their cart.
- Addressing strategic issues. For instance, chains can reduce the number of payment failures, increase email open rates, or decrease customer churn.
- Building long-term relationships with customers. Personalized chains help tailor communication to the needs of the customer, increasing the likelihood that they will stay and generate revenue.
Types of email chains
Welcome chains
Welcome chains, or welcome workflows, are the first contact with a new subscriber. About 74% of people expect to receive a welcome email after subscribing. Typically, such a chain consists of 3-5 emails in which the company thanks the user for subscribing, tells about itself and its offerings, and also encourages a purchase or another action.
Educational chains
These chains, also known as onboarding chains, provide users with detailed information about the product they have purchased. The first step usually includes a thank you for the purchase, followed by instructions, documentation, and support contacts. Later, an email may be sent asking for feedback.
Sales chains
Sales chains can be divided into automated funnels and newsletters tied to stages in the sales funnel. Automated funnels contain useful content that helps "warm up" the customer, and a purchase offer is sent at the end. Other chains are aimed at addressing specific issues, such as abandoned carts, where a series of reminder emails and offers are sent.
Reactivation chains
Reactivation chains are designed to "wake up" customers who have not interacted with the company for a long time. They may include reminders of the reasons users subscribed, information about new features, and personalized offers.
Event promotion chains
If you are planning a webinar or other event, email chains can be an effective way to engage with participants before, during, and after the event. For example, emails with useful information about the event can be sent to registered users, along with reminders for those who have not registered yet.
Benefits of email chains
Using email chains provides numerous benefits:
- Time-saving. By creating content in advance and outlining the conditions for triggering the chain, you free yourself from routine tasks.
- Timeliness. Automatically sent emails arrive at the right moment, which is impossible with manual sending.
- Increased sales. Chains aimed at a single goal work more effectively than standalone emails, leading to an increase in the average order value.
- Increased customer loyalty. Personalized chains help customers better understand the product, which strengthens their trust in the brand.
How to create an email chain
Creating an email chain can be done following a simple algorithm:
- Map out the customer journey or sales funnel and identify weak points.
- Define the triggers that will initiate the chain.
- Segment your audience for more precise targeting.
- Write the emails and prepare accompanying content.
- Add the emails to the email marketing service and set up the sequence.
- Regularly analyze results and adjust your strategy.
A few recommendations: send the first email within 24 hours after the trigger activates, use a consistent style, and personalize messages where appropriate.