Companies today have numerous ways to get in touch with their customers. One particularly effective method is email automation. By using automated and targeted messages, companies can not only strengthen customer loyalty but also significantly increase their turnover. It's not just about efficiency, but also about a targeted approach that is tailored to the behaviour and needs of customers.
What is email automation?
Email automation enables companies to send email campaigns automatically based on predefined rules and conditions such as user behaviour, specific schedules or defined events. These automations enable personalised and relevant communication with the target group without the need for continuous manual intervention. Email automation tools such as Mautic and Brevo (formerly Sendinblue) offer user-friendly platforms to easily create and manage such automations.
Why is email automation essential for modern organisations?
Email automation not only offers efficiency gains, but also key strategic advantages in an increasingly competitive market environment. Here are some of the key reasons why it is essential for modern organisations:
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Cost efficiency: Automated email campaigns require less manual labour, which reduces operational costs and uses resources more effectively
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Customer loyalty: Through personalised and timely messages, companies can build a deeper and more emotional connection with their customers.
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Increasing sales: Well-planned automations can optimise purchase processes, reduce abandonment rates and increase average order value by offering targeted purchase incentives
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Improving the customer experience: Automated messages provide customers with relevant information and offers exactly when they need them, increasing satisfaction and trust in the brand
The following section presents 20 different email automations that are specifically designed to increase sales. For each automation, we provide best practices and practical examples that allow you to apply these strategies directly in your organisation:
1. Shopping basket reminders
Many customers add products to their shopping basket and leave the website without completing the purchase. A shopping basket reminder email aims to win back these potential customers and persuade them to complete their purchase.
Best Practices
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Timing: The first email should be sent within 24 hours of cart abandonment. A second reminder can follow after 48 hours, while a third email can be sent after about a week.
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Personalisation: Mention the customer's name and show the products in the shopping cart, including images and prices. Consider offering a discount or other incentive to complete the purchase.
Example
A three-part email series: The first email reminds the customer that there are still items in the shopping basket. The second email could contain a message of urgency ("These items are almost sold out"), while the third email offers a small discount to increase the incentive to buy.
2. Welcome email series
First impressions count. A welcome email series is a great way to introduce new subscribers and customers to your organisation. This series helps to cement the relationship with new contacts right from the start and inform them about your brand, your values and your products.
Best Practices
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Introduction: Start with a warm welcome and introduce your brand and your main products or services
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Incentive: A welcome discount or special offer can help encourage the first purchase.
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Segmentation: Segment your new subscribers based on their interests or how they signed up to deliver more relevant content
Example
A three-part email series: The first email welcomes new subscribers and provides an overview of the company. The second email could delve deeper into the product world and highlight bestsellers or special categories. The third email could include a discount or special offer to encourage the first purchase.
3. Cross-selling & upselling emails
Cross-selling and upselling are proven techniques to increase the average order value. Cross-selling refers to offering complementary products, while upselling aims to offer higher value or more expensive products.
Best Practices
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Personalisation: Use data from previous purchases to make relevant recommendations. Show customers how complementary products can increase the value of their original purchase.
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Timing: Such emails should be sent shortly after the original purchase, when the customer's interest is still high.
Example
For example, if a customer has purchased a camera, a cross-selling email could suggest accessories such as memory cards, bags or lenses. An upselling email could offer an upgrade to a higher-end model or a longer warranty.
4. Nurturing emails after the download
Nurturing emails after downloading an e-book or whitepaper aim to further qualify leads and gradually lead them to a purchase. After a lead has downloaded a valuable piece of content, targeted emails should follow to provide further relevant information and build trust.
Best Practices
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Timing: The first email should be sent shortly after the download to maintain the lead's interest. Follow-up emails should be sent at regular intervals.
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Personalisation: Refer to the downloaded content and offer further information or solutions tailored to the lead's needs.
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Call-to-action: Prompt the lead to take a next action, such as registering for a webinar, requesting a demo or talking to sales.
Example
After downloading a whitepaper, the first email could offer more information on the topic, followed by an invitation to a webinar or demo to bring the lead closer to the purchase
5. Loyalty & reward emails
Customer loyalty programmes are an excellent way to promote and secure the loyalty of your customers in the long term. Loyalty and reward emails inform your customers about the current status of their points or rewards and motivate them to continue shopping with you.
Best Practices
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Regular updates: Send monthly or quarterly updates on the score and available rewards.
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Exclusivity: Provide exclusive offers or rewards that are only available to loyal customers
Example
An email that provides the customer with an overview of the loyalty points they have collected and reminds them how they can redeem them for discounts or free products. This email could also highlight exclusive offers that are only available to members of the loyalty programme.
6. Birthday or anniversary emails
Celebrate your customers' personal milestones, such as birthdays or anniversaries of their first order, with special offers or discounts. Such emails create an emotional bond and promote customer loyalty.
Best Practices
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Personalisation: Mention the special occasion and offer an exclusive discount or gift.
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Timing: Send the email a few days before the birthday or anniversary so that the customer can take advantage of the offer.
Example
A personalised birthday email with the text "Happy birthday! As a thank you for your loyalty, we would like to give you a 20% discount on your next purchase. Valid until the end of the month - celebrate with us!"
7. Review requests
Customer reviews are a valuable tool for building trust with potential new customers and increasing the visibility of your products. A review request by email encourages satisfied customers to share their opinion.
Best Practices
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Timing: Send the review request shortly after delivery of the product, when the customer has already tested it.
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Simplicity: Guide the customer directly to a review page and make the process as easy as possible.
Example
An email with the subject line "How do you like your new product?" and a clear call-to-action button "Rate now" that takes the customer directly to the review page. A small incentive, such as a discount on the next purchase, could increase the willingness to participate.
8. Follow-up emails after the purchase
After the purchase, the relationship with the customer does not end - on the contrary, it is an excellent opportunity to check customer satisfaction and offer additional products or services
Best Practices
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Get feedback: Ask customers how satisfied they are with their purchase, while offering support if there are any issues
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Additional offers: Take the opportunity to suggest related products or services.
Example
An email that asks: "How do you like your purchase?" and includes a link to a short feedback form. In addition, you could introduce related products or accessories that the customer might also like.
9. Win-back campaigns
Customers who have not purchased from you for a longer period of time can be reactivated with a targeted win-back campaign. These campaigns usually offer exclusive offers to win back these customers.
Best Practices
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Exclusivity: Offer a special discount or an exclusive offer for inactive customers only.
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Urgency: Create a sense of urgency by limiting the availability of the offer in time.
Example
A "We want you back" email that offers the customer a one-time discount code that is only valid for a short time. The email could read: "We missed you! To bring you back, we're offering you an exclusive 25% discount on your next purchase. But hurry - the offer is only valid for the next 48 hours!"
10. Back in stock notifications
Products that are temporarily sold out can generate high demand when they return to the range. A notification about the availability of such products ensures that interested customers are informed immediately and can finalise their purchase.
Best Practices
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Personalisation: Mention the specific product the customer was interested in
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Urgency: Emphasise the limited availability of the item to motivate the customer to make a quick purchase.
Example
An email that informs you: "Good news! Your desired product is back in stock." This message should contain a direct link to the product page and an urgency message such as "Only limited quantities available!".
11. Browse-abandonment-emails
If customers are browsing your website and looking at products but not adding anything to their basket, a browse abandonment email can help to bring them back. These emails remind customers of the products they were looking at and potentially incentivise them to complete the purchase.
Best Practices
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Personalisation: Show the products the customer has viewed and possibly add reviews or special features to increase the appeal
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Timing: Send the email within 24 hours after visiting the website.
Example
An email with the subject "Forgotten? These items are waiting for you!" and a list of viewed products with an incentive such as "Buy now and get 10% off".
12. Pre-sale and exclusive access emails
Loyal customers or subscribers feel particularly valued when they receive exclusive access to sales or new products. Such emails create a sense of exclusivity and urgency.
Best Practices
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Exclusivity: Emphasise that only a select group of customers have access.
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Urgency: Create a sense of urgency by limiting the period of exclusive access.
Example
An email starting with "Only for our best customers: Advance access to the big summer sale", and contains a special link that is only active for this customer group.
13. Referral programme emails
Referral programmes are an effective way to attract new customers. By rewarding existing customers who invite friends or family, the customer base is expanded organically.
Best Practices
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Incentives: Offer rewards for both the referrer and the new customer.
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Simplicity: Make the recommendation process as easy and accessible as possible.
Example
An email with the subject "Refer a friend and receive CHF 10!" and a direct link to the referral programme that enables the customer to make a recommendation in just a few steps
14. Seasonal promotional emails
Seasonal events and holidays offer great opportunities for promotions. With well-timed email campaigns, you can make the most of your customers' seasonal buying behaviour.
Best Practices
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Relevance: Adapt the content and offers to the respective occasion or season.
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Visualisation: Use appealing graphics and designs that fit the theme
Example
A "summer sale" email highlighting summer products and offering special discounts on these items. Alternatively, a "Christmas special" email could have a festive design and present special gift ideas.
15. Milestone emails
Customers appreciate it when their loyalty is recognised and rewarded. Milestone emails are a great way to express this appreciation by celebrating personal events such as a year of customer relationship or a certain number of purchases.
Best Practices
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Personalisation: Make the email personal by highlighting the milestone achieved
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Reward: Offer a special reward or recognition for the milestone achieved.
Example
An email with the subject line "Congratulations on your 1-year anniversary with us!" and a special discount code as a thank you for the customer's loyalty
16. Invitations to events or webinars
Email invitations to exclusive events or webinars can expand your customer base and increase engagement. These emails offer the opportunity to demonstrate your expertise while providing added value to customers.
Best Practices
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Advantages: Emphasise the advantages and benefits of participation.
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Simplicity: Make sure that the registration or participation is as simple as possible.
Example
An email with the subject "Join our exclusive webinar on [topic]" and a clear call-to-action button that leads to the registration page. Also include a brief overview of the topics or speakers to generate interest.
17. Order confirmation and shipping updates
Clear and transparent communication during the ordering and shipping process is crucial for customer satisfaction. These emails keep customers up to date on the status of their order.
Best Practices
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Detailed information: Provide the customer with all relevant information, including order number, expected delivery date and tracking link.
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Additional offers: Consider suggesting additional products or services related to the purchase.
Example
An order confirmation email that confirms the purchase and contains a detailed overview of the order. A second email follows once the item has been dispatched, with a tracking link and possibly an additional offer such as "10% off your next purchase".
18. Subscription renewal reminder
Customers with recurring subscriptions or memberships must be reminded to renew their subscriptions. These emails should be sent well in advance of expiry to ensure seamless renewal.
Best Practices
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Early reminder: Send the first reminder at least one month before the subscription expires.
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Benefits: Highlight the benefits of renewal and make the renewal process easy.
Example
An email with the subject "Your subscription is about to expire - secure your benefits for another year" and a clear button to renew.
19. Content-driven emails
Emails that deliver valuable content instead of pure sales offers can strengthen trust and loyalty to your brand. These emails provide the customer with information or entertainment that appeals to their interests.
Best Practices
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Relevance: Adapt the content to the interests and behaviour of the customers
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Add value: Provide content that is educational or entertaining, not just promotional.
Example
A monthly newsletter that contains helpful tips, blog articles and product highlights. For example, a fashion retailer could share styling tips for the new season and recommend suitable products.
20. Wishlist reminders
Many customers save items on their wishlist to buy them later. A regular reminder can motivate these customers to finalise the purchase.
Best Practices
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Personalisation: Mention the specific items on the customer's wishlist.
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Incentives: Offer a small discount or free shipping to complete the purchase.
Example
An email with the subject "Your wishlist is waiting" and an overview of the saved items, along with a special offer such as "Get 10% off if you order today".
Implementing email automation is an essential step in increasing your organisation's revenue while improving customer satisfaction. These 20 examples show how versatile and powerful email automation can be when used strategically and purposefully.
If you would like to implement these strategies in your organisation, please do not hesitate to contact us. We will be happy to advise you and help you develop customised email automations that maximise your sales and strengthen your customer loyalty.
