Automated emails may seem like a thing of the past, but setting up some triggers with relevant content are essential for effective marketing automation plans. But how can you use auto-responders or drip campaigns without sounding like a robot? Let's take a closer look...
First, an auto-responder is an email or a series of emails automatically delivered to a customer in response to their interaction on your website. The most common are welcome and thank you emails, but you can also send automatic emails to encourage new customers along the sales funnel or to keep relationships with existing customers.
These can also be called "drip campaigns" that work like auto-responders but include a series of targeted emails based upon customer cues or interaction. For example, if an ebook is downloaded or a form is filled out for a specific service, you can set up a series of automated emails addressing the audience's specific interests and moving them step by step towards conversion.
So Why Use Email Auto-Responders?
Most companies use auto-responders to some degree because they save time and studies show that they get opened! Auto-responders are contextual. They are user-initiated and sent in response to something a customer has done or where they have been on your site. Customers are, in a sense, asking for these emails from you and they are more likely to open them.
Newsletters have an open rate around 20%, and transactional emails have an open rate around 50%—this is quite a difference.
No doubt, trigger-based or auto-response emails can do a lot for your business. With higher open rates, you have a greater opportunity to reach your consumer, but you need to be thoughtful and careful when creating these automatic emails. Keep these 5 tips in mind:
- Act Alive - Sounding like a robot can turn off a potential buyer. When you are writing your email, pretend you are sitting across from a friend or a business associate and write as if you are talking to them.
- Be Appropriate - If you are a surf company, your emails should read like they are from a surf company. If you are a finance company, don't start your emails with "Hey Bro."
- Get Personal - Use the first name of the user if you can. "Dear Customer" or "Hey You" won't cut it when you’re trying to engage your audience.
- Be Responsive - Use inquisitive language and don’t send your trigger emails from a noreply address. When you do get responses to automated emails, don’t ignore them—answer quickly! This can often make the real difference!
- Be a Provider -Think through the timing and intent of the email you are sending and make sure you give the user or customer what they need. In an abandoned cart email, for example, remind the customer what they left in their cart, offer them help with their buying experience and invite the user to reply to the email. Thank you emails should include the details of an order and the total amount billed. When composing a shipping email, don’t forget the tracking number.
For help determining the best ways to include email auto-responders or drip campaigns in your business's marketing automation plans, contact us today!