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Harnessing the Power of Personalization in Email Automation

Email Automation is one of the most crucial aspects of email marketing. It is an important tool used to nurture the prospects and convince them to make a purchase. Many of your leads lie dormant in the awareness or consideration stage of the buyer’s journey. This implies that they are not yet ready to buy from you and need some time to research and think.

So, how can you get them to the decision stage and convert? The answer is: Create relevance in the automated emails through personalization.

Benefits of Automated Emails

Lead nurturing through automated emails helps you to build a rapport with your prospects and win their trust by empathizing with their pain areas. Through automated emails triggered after a specific subscriber activity, you can instantly connect with the prospect. The faster you respond, the better is the likelihood of conversion.

You can convey your proficiency through regular emails that enhance the brand visibility and make the subscriber more aware of your services. Lead nurturing enables better segmentation as it allows you to know the behavior of a particular prospect and send them relevant emails accordingly.

The additional advantage of automated emails is that it saves you considerable time and money while facilitating the ‘marketing triad’ of conveying the right message at the right time to the right person.

You can focus on building a more profitable business as email automation takes care of the existing leads, enticing them to convert.

Types of Automated Email Workflows

Let’s understand the fundamental email automation workflows and how personalization can help you use it to the maximum potential.

1. Welcome Email

The very first email that your subscriber receives after signing up is the welcome email. It helps you in creating the first impression of your brand and makes way for a lasting relationship with the subscriber. Showcase your brand through the welcome email and let your subscribers get familiarized with your brand.

Welcome incentives also appeal a lot to the new subscribers. Your email can either include free shipping, free access to a service for a specific period, guides on getting started and an insightful resource from your company.

It is recommended that you send a series of welcome emails rather than a single one. If you have a short sign up form, you can grab this opportunity to collect the right information from the subscriber or ask them to set preferences. You can, then, use this information to send out tailormade emails according to the subscriber’s preferences.

A good welcome email sets the scaffold for all future emails and aids in faster conversion. See how Office sends out a brilliant welcome email informing the new subscriber about their products.

They also request the subscriber’s birthday to leverage occasion-based email marketing and increase the likelihood of conversions.

2. Product Recommendation Email

Another type of automated email is product recommendation email. Taking into consideration the past purchases of the subscriber, the frequency of buying and the average money spent, you can send out personalized product recommendation emails that are relevant to the subscriber.

You can segment these subscribers according to this information and build an email automation workflow, thereby facilitating an effective lead nurturing campaign.

For example: If a person has purchased a mobile phone from your ecommerce store, you can send out an email promoting the accessories that go great with it. This not only helps you in cross-selling or upselling but also helps you in creating a better brand reputation.

Let me share a personal experience with you. I had ordered a GEL KAYANO 24 running shoes a few months back from ASICS and ended up buying their GEL KAYANO 25 product too after receiving this recommendation email.

Integrate dynamic content with your email automation program to send better product recommendations. You can implement the principles of artificial intelligence and machine learning to create relevant emails that resonate the most with your subscribers.

3. Transactional Email

Once a subscriber places an order or purchases from you, make sure you have set automation workflows that send out planned emails informing the subscriber about the order invoice, shipping details and order delivery.

Your customers appreciate live order updates so that they can know when the order would be delivered. It appeals to the subscriber by tapping on their curious and emotional personality.

Based on the product purchased, you can display related products in the section “People who bought this also bought:” Such emails work wonders to showcase your products and maintain a relationship with the subscriber.

Some marketers even have a reminder for an upcoming purchase.

As an example, consider an ecommerce store that deals with pet food. You can send out reminder mails to the buyer to restock the items and encourage new purchases.

Huckberry includes the trending products with attractive images in their order confirmation email, thereby luring the customers to make another purchase.

4. Cart Abandonment Email

Cart abandonment is the most unfortunate event for any business owner. It leads to losing out on your customer as well as a huge amount of revenue. Often, carts are abandoned because of the reasons listed below:

  • High pricing
  • Unexpected shipping costs
  • Lack of payment options
  • Difficult checkout process
  • Technical glitches
  • Security concerns
  • No return or refund policy

You can overcome this situation by executing a cart recovery program. Having a cart abandonment email strategy goes a long way in convincing the lost customer to make the purchase. Cart abandonment emails sent within 24 hours encourage the prospective customers to rethink and complete the purchase.

It is advisable that you create a series of cart abandonment emails that are sent immediately, after 24 hours and after 48 hours respectively.

Offer the subscriber incentives and discounts in the email. Make sure you write an interesting subject line, email copy, and CTA that catches the subscribers’ attention and prompts them to complete the purchase.

Saatchi Art sends out a discount offer in their cart abandonment email and also promotes other relevant products that match the customer’s choices.

5. Re-engagement Email

According to Smart Insights, approximately 60% subscribers in an email list are inactive at a particular time. Re-engagement email grants you the opportunity to pull them out of dormancy and place them back in the sales funnel. Re-engagement emails are important because it is easier to retain an existing customer than acquire a new one.

Consider the past interaction of a prospect who has not engaged with the previous 5-10 emails. Choose a customer-centric approach to send tailormade emails to them and drive a higher transaction rate. Write a humble and sweet copy that would inspire them to make the decision of choosing you or separation.

Your re-engagement email should remind the subscribers why they are on your list. Next, you can send out the recent updates that you have made in your products or services. Also, discounts and exclusive offers on products of their interest can lure them back to the active subscriber list. Humor and emotions work the best when it comes to re-engagement email.

Re-engagement email is a great way to ask for more information including the updated email addresses and helps you know about their preferences. This ultimately helps you further in creating personalized emails.

To activate an existing customer, American Airlines has set up an automation program that creates a sense of urgency and encourages the customer to fly with them yet again.

6. Customer Loyalty Email

Keep a track of the frequent buyers and incentivize them with special VIP discounts or coupon codes on the products they love the most.

The leading coffeehouse chain Starbucks rewards its loyal customers and sends out a tempting email designed to fetch them more sales.

Another great idea is to run a referral marketing campaign to leverage word-of-mouth from your existing customers.

The referral marketing email by HotelTonight is great to grab the subscriber’s attention and get referral sales from their existing customers.

Key Takeaways for Personalized Email Automation

  1. First name personalization is the building block of effective email marketing. It is the easiest way to instill trust with your subscribers and garner the subscriber’s attention.
  2. If you want to enhance your open rates, try subject line personalization.
  3. Identify the personas whenever you set the automation.
  4. Do not send too many emails in the quest to engage your subscribers.
  5. Define the lifecycle stage of the prospect and then plan the type and timing of your emails.
  6. Monitor the performance of your automated email campaigns and make the necessary changes, if required.
  7. Make sure your emails do not get too creepy with over-personalization – the kind that gives the customer a feeling of being stalked.
  8. Create smaller segments at the outset and see how they respond to your emails. Go for the larger leap only if it is working.

Final Thoughts

Email automation combined with personalization enables the marketers to render a flawless subscriber experience and helps to generate new sales. Just follow the buyer’s journey and create meaningful emails. Following this strategy will surely help create a powerful email campaign for your brand.

Author Bio: Karen, a passionate email marketer for 5 years; specializes in email marketing automation programs to bring out the best from them. She has helped numerous clients to improve their email marketing strategy. You would find her in nature’s lap, penning down profound quotes in her personal diary when she is away from the world of email marketing.

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