As a workforce liberator, automation has become a vital part of digital marketing. In this article, you will learn why automated emails are so popular and how automated emails will bring you attractive income. What's more, SmartPush can be your business growth partner with its strong data aggregation abilities and "preset workflows" that are built around the user's life cycle.
1. What is automated email marketing?
It is the most effective way to communicate with your potential customers. With the trigger of a specific time and specific behavior, automated emails can help you reach the customer in the most timely manner. The more accurate workflows you set, the more direct the targeted audience you can reach, and hence more revenue you can earn.
The types of automated marketing emails include:
● Welcoming: Subscription Welcome Email
● Retain Sales: Browse Abandonment, Product Abandonment, Abandoned Cart/Checkout Recall
● Notification: Order Confirmation
● Customer Retention: Repurchase Reminder, Customer Reactivation, etc.
2. How important is marketing automation?
Automated emails undoubtedly can maximize sales for merchants. According to the latest data report of GetResponse in 2022, the global average open rate of automated emails has reached 35.64%; and 5.31% for the click-through rate. They indicate the outstanding performance of automated emails, surpassing the average of marketing emails.
Another authoritative data agency mentioned in the 2021 annual reported that automated emails contributed 29.6% of the orders generated by the email channel throughout the year. The number of automated emails sent accounted for only 2.2% of the entire sending volume. Automated emails can trigger surprising order conversion rates with their targeted sending volume.
It is not surprising to see such a contribution through automated emails. Google’s Marketing Research & Digital Trends Report pointed out that
"53% of consumers said they always conducted research before purchasing to ensure they made the best decision."
Nowadays, when the penetration rate of e-commerce is becoming more saturated, the more products customers viewed before placing an order, the easier they forget all the options. Automated email can help establish contact with customers when their forgetting curve reaches its peak.
3. How to use SmartPush to create automation?
SmartPush has refined eight automated push workflows according to the user's life cycle nodes - from introducing customers to their website to going through the entire growth, maturity, dormant period, and loss process. The workflows help merchants arrange automated emails quickly and efficiently.
In addition, SmartPush and SHOPLINE have made deep connections with the trigger nodes. Every email can maximize its cost-effectiveness with its sensitive mail trigger mechanism.
"You can find the 8 recommended workflows by going to [Automation] > [Automation templates] in the SmartPush application"
Next, let's look into the characteristics of each email workflow.
[Subscription Welcome Email]
Welcome emails are undoubtedly the most popular workflow among all automated emails. You feel its huge attractiveness simply by looking at its data: In various industries, the average open rate of the welcome email series is 46.48%, which means half of the email subscribers will open them.
The subscription welcome email is the first step for customers to know the store and the first email to contact customers. In this email, SmartPush recommends you:
1. Promote conversion: Show the first order discount (preferably on the conspicuous main banner)
2. Leave a good impression: Tell your brand stories (such as the brand origin, concept, product design concept, etc.)
3. Introduce your product: Display 1-3 products with the highest average conversion rate in the mail
4. An ideal welcome email will be like this: The content is visually attractive enough, showing the most powerful discount for conversion with an appropriate brand story.
"SmartPush offers the subscription welcome email template workflow"
5. Last but not least, how many welcome emails should you send? The answer is either 1 email or 3 as an email funnel. The so-called 3-mail email funnel means the system will check if the customer places an order before sending the second and third emails. If the customer has not yet placed an order, the email content will emphasize "you have an unused discount" to encourage purchasing. No email will be pushed to subscribed customers who have already placed the order. (You can also find the 3-email workflow template in SmartPush.)
[Retain Sales Emails]
If your shop has many SKUs, high unit prices, or anti-season products, it is important to have retaining sales emails. These emails are based on customer retention levels; the email content will evoke customers' potential conversion opportunities with repeated reminders, corresponding discounts, and similar product recommendations.
Basic retention: Browse/Product Abandonment Recall
Moderate retention: Abandoned Cart Recall (SmartPush supports inserting the products in the customer's cart into the email content)
Advanced retention: Abandoned Checkout Recall (SmartPush supports inserting customer's abandoned product info in the email content)
Series of Retain Sales emails can regain customers' interest by guiding them back to your website and showing the products they once viewed or abandoned. Adding an opening text to deliver a slight sense of FOMO may cause unexpected good results, such as:
Hurry Up! Add to cart before it's too late!
Your shopping cart is calling you
This product is about to be sold out
"A preview of SmartPush's Abandoned Checkout Recall email workflow"
[Notifications and Customer Retention Emails]
Although these types of automated email are less effective than the two types above, they still create chances to stimulate conversions.
[Order Confirmation]: The open rate is often higher than the average due to the email's nature. Therefore, in this email, you can slightly add a "Thank You" reward coupon to promote repurchases or invite customers to join your Member system to facilitate repurchase marketing.
[Repurchase Reminder] and [Customer Reactivation]: These two preset workflows are recall emails for short-term and long-term situations. During the short and long-term periods when the repurchase rate is at the peak, merchants can reach their customers with email based on their CRM data.
Customers who have placed orders already know your brand and shopping process. They tend not to need guidance for repurchase, but they need to get some new stimulus and attractions:
Tell customers what your website has been updated during this time - any new products, a new category, new payment methods, or offer trial coupons for new delivery options. These can increase their recalling efficiency.
Starting from the second email, you can attach more discount campaigns. If your brand has an independent member program or a friend referral program, you can inform customers to join the program to strengthen your connections with your customers.
4. How to configure automation in SmartPush?
Enter the SmartPush application, click [Automation] > [Automation templates], select the workflow you want to create or customize, and click "Create an automation" to start your automation journey.
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