Automated email is 1 of the biggest — and astir under-utilized — maturation opportunities successful marketing. Brands successful each vertical tin payment from strategical automation. Yet, repeatedly, we spot incredibly juicy low-hanging effect successful the lawsuit onboarding stage.

Our lawsuit portfolio is dense successful ecommerce, hospitality and nutrient and beverage, which are peculiarly ripe verticals for email automation. 

This nonfiction breaks down six email automations that should (but often don’t) thrust important incremental growth, including:

• Post-purchase oregon post-shipment 
• Welcome oregon relationship creation
• Birthday oregon anniversary 
• Abandon cart 
• Browse abandonment 
• Re-engagement / “We miss you”

You’ll larn the imaginable concern interaction and benefits of each automation type. We’ll besides look astatine misconceptions that support marketers from putting these into play — and tech options to alteration them.

Must-have email automations successful focus

1. Post-purchase and post-shipment emails

A acquisition from an ecommerce tract is an accidental to prosecute with that idiosyncratic connected their caller product. This could beryllium shipment details/status, upsells, lawsuit work accusation oregon contented connected the marque and assemblage the lawsuit conscionable joined. 

Especially for first-time purchasers, this travel tin springiness the idiosyncratic a bully acquisition and physique a instauration for repetition purchases. The concern interaction of this automation is straightforward: accrued gross done lawsuit LTV.

2. Welcome oregon relationship instauration emails

Sending welcome emails is an accidental to acceptable the code with caller subscribers. We emotion to enactment this successful spot for CPG brands.

Tailor the acquisition and connection to acceptable the transmission and contented that draws caller subscribers. Approach this bid arsenic an accidental to acceptable the code connected the frequence and benignant of connection users should expect.

We’ve mixed and matched promotion-heavy messaging with messaging that builds marque transportation and equity. Both are contented themes to trial with your users. The concern interaction of this automation is much upper-funnel and nurture-focused. Metrics affected include:

• Time to purchase.
• Purchase frequency.
• Brand affinity.

3. Birthday oregon day emails

Collecting day details astatine sign-up opens amusive options to amusement appreciation for your users. Birthday emails offering tiny freebies, exclusive discounts oregon offers and ideas for utilizing a brand’s products to assistance with a solemnisation are each effectual ways for brands to physique connections with their users. 

The aforesaid is existent for celebrating anniversaries of erstwhile users joined marque communities. Using automations to summation idiosyncratic connections whitethorn dependable unintuitive, but it’s a triumph for brands. Business benefits present are marque equity, marque consciousness and incremental direct-response revenue.

Dig deeper: What is selling automation and however tin it assistance B2B marketers?

4. Abandon cart emails

This travel is an implicit must-do for ecommerce brands. If users marque it acold capable successful their web acquisition to enactment a merchandise successful their cart, they apt conscionable request a tiny nudge oregon reminder to implicit their purchase. 

Abandon cart emails are a immense gross driver. One of our astir palmy abandoned cart journeys is with an ecommerce lawsuit who started with 1-2 emails successful the series. Many iterations and investigating tactics later, the quality is absurd: 88% summation successful full conversions and 150% summation successful mean full gross compared with the basal abandoned-cart series.

Here’s what a built-out abandon-cart bid mightiness look like:

That mightiness look similar a batch of set-up work, but with an effectual approach, you’ll get a immense instrumentality for your effort.

5. Browse abandonment 

This is mostly 1 measurement successful the acquisition travel earlier cart abandonment. Suppose a idiosyncratic is browsing your website and has been funny successful a circumstantial merchandise oregon merchandise category, but the merchandise hasn’t made it to their cart yet. In that case, this is the clip to merchantability them connected that merchandise and treble down connected that product’s usage cases and benefits to get them implicit the decorativeness line.

Though we don’t spot the nonstop effect levels of abandon-cart emails here, this measurement is simply a definite root of accrued revenue.

6. Re-engagement / ‘We miss you’

Use cases for this assemblage conception sometimes travel down to philosophical differences. Many enterprise-level businesses person a hard clip letting spell of unengaged subscribers due to the fact that they judge that the much radical they nonstop to, careless of engagement, the much traction they volition get. 

In the agelong run, without further nuance successful engagement strategies, this isn’t mostly true. Moreover, continuing to dainty these users arsenic if they were afloat engaged tin beryllium detrimental to your sender reputation, unsubscribe complaint and wide engagement rate. 

Instead, I urge knowing the level of engagement crossed your full assemblage (high, mean and low). If idiosyncratic falls into the debased category, determination them into a re-engagement workflow that sends little often and has contented tailored to triumph them back. The extremity is to nurture these users backmost into the funnel of a high- oregon medium-level subscriber.

If your enactment sets KPIs and goals based connected caller subscriber and full subscriber measurement without respect for champion email practices, propulsion backmost and reason for putting unengaged users connected their ain path. 

The metric to ticker present is the conversion of little-engaged users into mean oregon precocious segments of engagement.

What volition alteration marketers to usage these automations?

I’m ever amazed erstwhile the supra bid aren’t successful place, which happens excessively often. So what’s holding brands back? In short, information and tech capabilities and the thought that the imaginable payoff isn’t worthy the effort.

One of the communal denominators for brands under-utilizing these automations is simply a mediocre information set-up successful their ESP (email work provider). Sometimes: 

• They person respective fields mapped to the aforesaid information type.
• They are not collecting the close information astatine al.
• Their information mapping is each implicit the place. 

We’ve taken connected a batch of information hygiene projects arsenic a preliminary measurement for effectual email automation. If brands can’t bash this in-house, determination are plentifulness of partners retired determination to help.

Another communal script is simply a deficiency of integration betwixt a brand’s tract and ESP. This requires IT resources, but the ROI from simply mounting up a cart-abandonment bid volition beryllium affirmative quickly. 

Of the supra automations, 3 necessitate minimal API work. The all-important invited bid is straightforward to acceptable up via API. The day and re-engagement bid tin beryllium tally straight from your ESP, with nary API required beyond triggering caller records from your website into the ESP.

Martech stack recommendations

All the opportunities described supra travel down to having a bully ESP. As overmuch arsenic I emotion Salesforce Marketing Cloud, Klaviyo is the enactment I’d urge if you person constricted interior IT resources. 

Beyond featuring a large integration with Shopify, it has galore out-of-the-box options marketers tin simply crook connected and commencement testing. (That said, if you person a batch of resources and information and don’t usage Shopify, Salesforce and Emarsys are each apt a amended acceptable due to the fact that of the sheer scope of functionality.)

Getting started

While afloat developed sequences and maturation to lucifer are the extremity for each of these automations, you’ll ne'er get to measurement 10 if you don’t instrumentality measurement one. If this means taking a hard look astatine your information hygiene and making definite you’ve got the basal functionality of your ESP moving to start, that’s clip highly good spent. 

Get those successful enactment and automate an email oregon 2 astatine each of the six stages above, and your email crippled volition beryllium up of galore big-name brands.