Automatic emailing to improve your productivity
The problem of an emailing campaign
You certainly spend an infinite amount of time setting up an emailing campaign. First of all, you need to successfully segment your customers to know which ones will be the most interested in your email message and therefore potentially reactive. This represents a tedious work for your teams.
Then, you manually choose the products to be highlighted, the message to be sent and you define the template of your email (colors, images, layout). Compared to the time spent, the opening rate seems disappointing. On average, only 18 to 20% of your contacts will open your email.
You want to get out of this time-consuming and unprofitable spiral, both in terms of time and money?
The solution with automated email
You will find a real ally in relying on a marketing automation solution. This is a set of tools that allow you to improve your productivity and save time. You can send an automatic email with relevant content to the right person.
How does email automation work?
We are talking about intelligent automation through machine learning. Powerful and efficient algorithms do the segmentation work for you. On the one hand, your customers' data is synthesized and added to your database. On the other hand, all the actions of your contacts are studied and taken into account to know if they are simple visitors, prospects, leads or customers. Email automation allows you to categorize each customer and send them the right message.
Moreover, if you are not a creative person, you can take advantage of a simple, intuitive and ergonomic online assistant. This tool helps you define the design of your automatic email. In a few clicks, you can create an email that respects your graphic charter and the tone of your site.
All you have to do is to use the time you save to carry out tasks with high added value.
Automatic email to personalise your communications
The power of marketing workflows
Thanks to the algorithms, you now have a good knowledge of your customers and a complete database. You will be able to develop a scenario according to each behavior of your customers. This is an essential step in your marketing automation strategy.
The scenario is the set of emails sent automatically in response to :
- a behaviour or action of the visitor
- an event related to your site (promotions, sales, new products)
- a customer-related event (birthday, anniversary, registration anniversary)
Answering the following questions will help you to set up the right scenario:
- When to trigger the automatic email?
- What content should be sent according to the trigger?
Examples of effective automated email workflows
Kiliba offers you 22 simple scenarios to implement. We have chosen to detail 3 of the best automation workflows to improve your performance.
The welcome email
This is the time to get to know your new subscriber. And to let them get to know you better. In marketing, this is an essential step, called onboarding. It marks the beginning of your relationship. It's the very first phase of the customer journey.
In addition to a formula such as "happy to welcome you", don't hesitate to offer them an offer to reward their registration (a discount on the item of their choice or on their first order, a promo code). To know more : How to create the perfect welcome email ?
Shopping cart abandonment
In e-commerce, the abandoned cart is recurrent. There are many reasons for abandonment (technical problems, payment methods, delivery too expensive...). In this case, you can use email automation to convince the prospect and turn him into a customer.
In addition to a classic reminder "confirm your order" or "your cart expires soon", this is the time to give him confidence in your brand. It is advisable to mention the reassuring elements of your site such as the secure payment, the free delivery in relay point, the return and exchange policy...
Retaining the best customers
The loyalty scenario is very important in the context of automated email, because it helps you create a long-term customer relationship. The goal is very simple: you want your customers to keep buying your products.
In this perspective, and still to make your customer feel unique, you can offer him to become an ambassador of your brand with discounts and benefits. You can also set up a points system and reward them every X points.
Monitoring the performance of your workflows
You will be able to follow the performance of your automatic emails from a clear and detailed dashboard. To measure the results of your email campaign with Kiliba, you will find the following indicators:
- Number of emails sent
- Opening rate
- Click-through rate
- Conversion rate
- Unsubscription rate
To track your data on Google Analytics, you just need to add the name of your provider (Kiliba) to the source code of your email.
Conclusion: Automated email saves time, but it also has other advantages: a better knowledge of its targets, customer loyalty, cost reduction, effective lead nurturing, higher opening rates than standard emails and an increase in the conversion rate.
Did you know that 10 billion emails are sent every hour in the world and 60% of them would never be opened? What if automated email was also a way to reduce our digital pollution?