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Automated e-mail marketing for efficient communication
Automated email marketing is one of the most effective methods of communicating with customers, maintaining relationships and increasing conversion rates.
Trigger emails versus lifecycle emails: understanding the differences
In automated email marketing, a distinction is usually made between trigger emails and lifecycle emails. Both types of emails have different objectives and areas of application. Trigger emails are automated messages that respond to a specific previous action by the recipient. A classic example is the welcome email that is sent as soon as someone signs up for a newsletter. Other trigger emails can be reminders of abandoned shopping baskets, up-selling offers or feedback requests after a purchase. The advantage of trigger emails is that they are very specific and often highly relevant for recipients.
Lifecycle emails are part of a longer communication process that is built up over the entire customer journey. They accompany recipients through various phases over a longer period of time: from the initial contact to the use of a product or service to a repeat purchase. These emails are not response-dependent, but follow a predefined plan. Examples of lifecycle emails are congratulatory emails (e.g. for a birthday, with a personalized offer to strengthen customer loyalty) or anniversary emails (reminder of the anniversary of a first purchase or registration, often with a special discount or other offer).
Automation chains: The heart of automation
An automation chain is a series of emails that automatically follow one another and address a specific interaction or series of actions by the recipient. These chains enable a targeted approach that automatically accompanies customers over longer periods of time and increases engagement. They can be configured in most email marketing platforms or automation software with ready-made modules. Below we show you a few examples of automation chains.
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Welcome series
This chain is often sent automatically directly after subscribing to a newsletter or registering on a website. A typical series could look like this:
Email 1 (Day 1): Welcome message with an introduction to the company and an exclusive offer
Email 2 (Day 3): Presentation of products/services and success stories
Email 3 (day 7): more information about the value of the brand and offers
Email 4 (day 14) : Reminder that the subscriber can still take advantage of a discount or offer
E-commerce supply chain
This chain is aimed at customers who have purchased a product but have not yet discovered the full range. A possible chain could look like this:
E-mail 1 (after the purchase): Order confirmation and thank you
Email 2 (day 3): instructions on how to best use the purchased product
Email 3 (Day 7): Product recommendations based on the previous purchase
Email 4 (Day 14) : Special offer for complementary products
Reactivation series
For inactive customers or subscribers who clearly no longer engage with your emails, a reactivation campaign can be helpful:
Email 1 (Day 1): Reminder of subscription or last purchase with an incentive to return
Email 2 (Day 7): A special discount or other offer as an incentive to return
Email 3 (day 14): A final reminder that the offer will soon expire
Challenges and what needs to be considered
Automated email marketing brings many advantages, but also poses some challenges that need to be overcome:
Over-automation: It can happen that you send too many emails and the recipients feel overwhelmed or even annoyed. Make sure you find the right mix and don't send too many emails at too short intervals.
Lack of personalization: It is not enough to simply send automated emails. This is because there is a risk that they will be perceived as spam. The content must be truly personalized and of interest to the recipient. To achieve this, all relevant data and information about customers and products must be available in your tool in a usable form.
Technical problems: Technical hurdles can occur with automation, such as faulty triggers or the wrong timing of email sending. Check regularly whether your automations are working as planned.
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