Looking for a way to grow your business, delight your audience, and deliver spot-on, intuitive customer service?
Look no further than the automated email.
Wow, that sounded a lot like an infomercial. But, I promise you this is no scam (or your money back guaranteed).
Automated emails are a great way to connect with your audience without placing additional time and resource demands on you and your staff.
Think about it: You can create one email now and reach one, one hundred, or one hundred thousand people (and so on) without needing to create another email. What a time saver!
So, are you interested in how to created automated emails for your business so that you can save time and effort? Let’s discuss below!
Download this free template for crafting your welcome email.
What are Automated Emails?
Simply put, automated emails are emails that you set up ahead of time in anticipation of your customer’s behavior. For example, if someone signs up for your email list, you’ll automatically confirm their subscription by sending a “thanks for joining my email list” email.
That’s an automated email because you set it up to be delivered to anyone who signed up for your email list. You crafted the content of the email once, and saved it in your email marketing service with special instructions on when it should be sent and to whom. We’ll talk more about how you’ll do that a little later on in this post, but I just wanted to give you the gist of automated emails.
Of course, this is only one example. As we’ll discuss below, there are many more types of automated emails you can create and store so that you’ll be ready to deliver “always on time” customer service right in your customer’s inbox.
The Benefits of Automated Emails
We’ve talked a little bit about this earlier, but let’s expound on how automated emails will help your business grow:
One and Done
You’ll craft one email and you won’t have to do it ever again, minus any small updates or tweaks to your message. You won’t have to spend time writing the same email over and over again.
You can deliver an email response anytime of the day or night. This is so important because we live in a global world and the Internet’s open 24 hours a day. Someone who visits your website at 2am your time will still get the same bright-eyed, Johnny-on-the-spot service as anyone else.
Everyone’s Got Email
While everyone’s talking about social media marketing, keep in mind that email is still 40 times more effective at acquiring new customers (and keeping them) than Facebook, Instagram, LinkedIn, Twitter, and others. It makes sense to focus on developing a smart and engaging email strategy if customer acquisition and retention are at the top of your list.
Types of Automated Emails
Now, let’s go into the different types of automated emails. Yay! I’m excited about this because I love the idea of creating a standard system for your email communication that’s consistent and value-packed. Let’s get started.
The “Welcome” email is the first and easiest email to send. In this email, you’ll set expectations for what type of content you’ll deliver to your new subscriber (coupons, updates, super secret events), and you’ll also explain how often you’ll be sending these emails (I’d recommend once a week for optimum success).
Welcome emails are an important touchpoint between your business and your (potential) customer. These types of automated emails receive up to four times the open rate of other emails. And not only that, people expect to receive welcome emails after signing up for your email list. So, don’t disappoint them.
And be sure to stuff that welcome email with as much value as you can. Here are my suggestions of what to add:
Highlight your best content. I recommend creating a landing page just for your subscribers where you share your best content, i.e. a “Start Here” page.
Share your social media buttons. This feature will allow your new subscriber to follow you on their favorite social platform.
Present a short video welcoming them to your community. It’s a personal touch that can humanize your brand and make your new subscriber feel more connected to your community.
Do you sell items on your website? Did you know that around 69% of all shopping carts are abandoned? That percentage is actually higher in some industries.
But there is a way to recover some of those missing sales. You’ve guessed it: automated emails.
By configuring your ecommerce experience to require email address upfront, you can then send out reminder emails when someone abandons an item in their cart without paying for it. While you may not recover every sale, according to a report from BI Intelligence, you can potentially recover up to 63% of sales (but even 1% is better than zero—I’ll take it!).
I recommend sending out a reminder email within one hour of the abandoned cart. You’ll want to jump on it soon before missing out to your competition. If they don’t bite, you can also follow up within 24 hours with a second email offering a discount incentive.
You’ll definitely want to test this to figure out why your would-be customers aren’t making the purchase. It could be anything from shipping costs to a lack of reviews. Try to compensate for that in your follow up emails by offering free shipping or customer testimonials.
By the way, you don’t have to wait until your shoppers abandon their carts. You can periodically send out product recommendations to a carefully curated section of your list based on their buying or browsing behavior, too.
You can also highlight different benefits of the same product or service based on the different demographics within your audience.
Create a series of educational lessons and then deliver it to your audience through email, right to their inbox. I love email courses because they present an opportunity to teach your audience something they don’t know that you already know so well. Plus, you’ll only need to create the email course once and deliver it to anyone who signs up automatically.
Give your new customers a proper introduction to your brand. Whether you’re providing an online service or an offline product, you may still find yourself answering the same questions over and over again. For examples:
How do I get started?
Where are you located?
How do I use your service?
What should I expect when I arrive?
What should I bring with me?
Instead of constantly fielding those same questions one by one, compile a list of your frequently asked questions and turn them into an onboarding or “new customer” guide that’s automatically delivered through email. You can provide instructions and reduce your new customer’s frustration by intuitively answering their concerns before they ask. What a win!
Registration and Reminder
Are you hosting an event? Whether it’s a webinar or an offline event, you’ll need to send a series of emails to keep your attendees informed. You’ll do that with automated emails. I discuss this in greater depth on this post: How to Host Your First Webinar. Check it out for a detailed list of crucial emails to send before, during, and after your live event.
Ah, special occasions. We can’t forget about this opportunity to wow your customers. Whether you’re acknowledging a birthday or an anniversary (yours or theirs), it’s always a thoughtful gesture to remember your customers.
An automated email is a great way to add some sunshine to your customers days when they’re celebrating a special event in their lives. You can celebrate with them! This will help you develop an emotional connection and potentially make a sale out of it. Email them your best wishes and a time sensitive coupon or promo code to memorialize the special event.
Make it a practice to cut away dead weight.
While having a huge email list often feeds into our vanity, it can actually do you a disservice.
Here’s why: when people on your list don’t open your emails, your sender rating and credibility decrease with their email service provider. And because algorithms rule, providers like Gmail or Hotmail will label your emails “promotional” or even “spam” and you may not even find yourself in your subscriber’s main inbox.
The best way to avoid that is by keeping only the subscribers who actually want to be your subscribers. They’ll open and interact with your emails, which means you’ll also enjoy a higher sender rating with the main email providers.
That’s why I recommend sending re-engagement emails periodically. These are emails sent to the portion of your list that aren’t opening your emails. You’ll give them one last opportunity before you say sayonara.
Create a “we missed you” email with an irresistible offer that’s impossible to miss. If that can’t persuade them, then it’s time to say goodbye.
How to Setup Automated Emails
Here’s how to setup automated emails with ConvertKit, but if that sounds like too much to do on your own, I can help you! Learn more about my services here OR watch my free ConvertKit video walkthrough.