About campaigns and automation
- Transactional e-mails are automated e-mails that are sent out on the basis of a completed order. These are order and dispatch confirmations that the recipient cannot refuse.
- The newsletter is a one-time e-mail sent manually at a fixed time, which contains short-lived topics. The recipient of a newsletter has expressly permitted the sending of the newsletter in advance by means of Double-Opt-In. The recipient can revoke the authorization to send newsletters at any time.
- E-mails can also be sent in an automated framework. This means that e-mails are sent automatically using triggers. In terms of content, these e-mails are clearly distinguished from newsletters, as their content does not only refer to one-off actions. The sending of these automated e-mails is only possible due to a double opt-in and can be revoked by the recipient at any time.
E-mail marketing via newsletter campaigns
Newsletters are quite uncomplicated in their handling and are a popular tool of the e-mail marketing agency. They enable a flexible and quick reaction to certain events. Newsletters are especially useful for informing subscribers. Examples are current offers, new products, short-term promotions, changes to the offer or service and the terms and conditions, or important announcements such as the discontinuation of an offer. As a result, the planning for newsletters, including the detailed content, is limited to a very short period of time, although the personnel costs are again very high. However, this high manual effort is offset by the higher revenue opportunities that result from splitting the existing distribution list into smaller user groups. The user groups are based on the personal data and behaviour of the users. Segmentation ensures a more targeted approach to the subscribers and a submission of relevant offers adapted to their behaviour. This in turn can lead to a higher conversion rate.
E-mail marketing through automation
Automations in e-mail marketing ensure continuous communication with the customer. The sending of e-mails is based on existing customer data and, unlike newsletters, is independent of the availability of new content on the customer’s own website or in the shop. The sending of these e-mails takes place on an occasional basis on the basis of so-called triggers. If a pre-defined characteristic, or trigger, is fulfilled by a subscriber, the system sends a template created for this situation, i.e. a kind of template. This template is supplemented by the customer data and thus personalized.
Autoresponder
These automations in email marketing, also called autoresponders, can be done for separate emails or for a series of emails. This e-mail series is often referred to as automation or e-mail flows. Autoresponders are widely used by an email marketing agency and are designed to be easy to use. Mostly they are sent for recurring occasions such as a customer’s birthday or for anniversaries. The prerequisite for these autoresponders are complete data records for the purpose, which are completed by the date of birth of a customer or the date of account creation. If a customer’s birthday is reached, the system automatically sends an e-mail with birthday wishes. Even if an anniversary is reached, such as a certain period of membership, the system automatically sends an e-mail to the customer. Usually such an e-mail contains an incentive in the form of a discount code or loyalty points.
Of course, other data can also be used to set up autoresponders. If the customer uses a certain service of the website, has placed a certain number of orders or wants to be informed about news concerning an already realized order, automations are useful.
Of course, the use of autoresponders is not equally effective for every conceivable scenario. This always depends on the individual case and requires some adjustments. In certain areas, it is necessary to communicate with the (potential) customer for a longer period of time and usually in a more pronounced manner in order to increase the conversion rate.
Here, too, the sending of e-mails by certain triggers is carried out according to a previously determined schedule. This makes it possible to send entire e-mail series based on usage and e-commerce data in a context that is significant in terms of time.
This option can be used primarily by app vendors or SaaS providers. In this case, additional information on specific features is sent to the users bit by bit. The knowledge of the customers in certain areas is thus constantly expanded. This in turn enables more intensive use of the services offered, which can result in an increase in sales. The content of these e-mails can be based on product recommendations or incentives.
Examples of automation
The design of the automation systems is conceivable in many possible variants and is usually based on triggers.
For example, a customer registers for an online shop and thus shows a keen interest in the products offered, but does not make a purchase. Due to this behavior, the customer receives an e-mail with product offers or incentives 24 hours after registration. The trigger that the customer has not made a purchase despite registration is intended to encourage the customer to make a purchase by receiving an automated e-mail. The automation takes place 24 hours after the customer has registered.
Another example is the scenario where the customer has placed products in his shopping cart but does not make a purchase and leaves the website. The goal of this automation in this case is to encourage the customer to make a purchase after all. The trigger for the automation is the missing completion of the purchase despite a filled shopping cart. The automation can also be started again 24 hours after the customer has left the website. The customer is reminded of the shopping cart by the e-mail sent. Through certain incentives such as vouchers, the customer can finally be persuaded to buy the previously selected products after all.
Furthermore, automation can also be used for other scenarios. Once a customer has made his first purchase, the goal can be to motivate the customer to make another purchase. The trigger in this example is the purchase of a product. In order to avoid being obtrusive for the customer and to wait for the product to be delivered to the customer, it is recommended that automation is started no earlier than 48 hours. The e-mail sent on the basis of the above-mentioned trigger can, for example, contain a feedback option, suggestions for suitable supplementary products or discount codes.
If the aim is to retain a previously loyal customer or to encourage higher sales, a previously defined sales volume can be used as a trigger. If this sales volume is reached by the customer, the automated sending of an e-mail starts. The content of this e-mail can include a product preview and an associated pre-order right, exclusive discounts or access to certain clubs.
Segmentation of the databases
In order to design email marketing effectively, a targeted segmentation of the existing data pool should be carried out. This means dividing the database into different distribution groups based on the personal data and usage behavior of the customers. It makes little sense to send the created e-mails to the entire distribution list, since a large proportion of the customers have little interest in the transmitted content. This not only reduces opening and click rates, but also the number of unsubscribers. After all, what customer wants to be regularly informed about things that do not correspond to his own interests?
By creating smaller distribution groups in a targeted manner, the recipient of the e-mail is offered a certain added value, as he only receives information and product recommendations that are relevant to him. This can be reflected in stronger customer loyalty, a higher opening and click-through rate and ultimately increased sales. A study conducted by MailChimp in 2017 has shown that email marketing which is carried out using segmentation achieves 14.63 percent more openings of sent emails than unsegmented newsletters do. In addition, 94.27 percent more clicks are generated and 9.36 percent less unsubscribers are generated.
Data that can be used for segmentation is very diverse and depends on the goal that is to be achieved by means of email marketing. On the one hand, personal data can of course be used, such as age, gender, place of residence and marital status. In addition, further data can be supplied by the email marketing tool. These are the respective e-mail usage data of the customer. Examples may include information about the customer’s response to e-mails. Which e-mails on which topics does the customer open, i.e. what content is of particular interest to the customer? Which e-mail client is used and are the e-mails mainly accessed via mobile devices? Information relating to certain products or offers that the customer takes up also provides a lot of individual information about the customer. Which products are the customer interested in and which products have they already bought? How often does the customer use the online shop and make purchases? Does the customer use his smartphone to buy products or services? Which digital features does he use?
Determining the data resulting from the above questions is essential for successful segmentation in the field of email marketing. Segmentation can be applied to a wide range of areas, from online shops for books and clothing to software-as-a-service offerings.
The editorial plan
An editorial plan offers the possibility to get an overview of your own e-mail marketing. Because without a detailed plan, it is hardly possible to make email marketing really efficient and cost-saving. A lot of content can be planned well in advance, so that it is not necessary to think about what content to send every day. Examples of this are the seasonal availability of certain products or the development plan for a software. Some trends are already foreseeable at the beginning of the creation of an editorial plan and can therefore already be sensibly integrated. It is also possible to plan certain actions, events, holidays or similar in advance.
Questions that can help in the creation of an editorial plan can be How many employees are available for creating and sending newsletters? How many newsletters can and should be created and sent within a month? Who should be the addressee of the newsletter? What content should the newsletter have? Which contents can already be planned when creating the editorial plan? Are there external events that can be used for content? Is the dispatch quantity and frequency appropriate?
It is important that the editorial plan represents the internal product and development processes in a communication plan. Both the resources and the usage behaviour of the customers should be taken into account.
