7 success factors for automated email campaigns

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Automated e-mail campaigns make your everyday life easier and provide your customers with exactly the information they need at the moment. In this way, they provide targeted support for the New customer acquisition. The best part is that the emails are sent automatically according to a set schedule, which both Saves work as well as time. Automated email campaigns ensure that mailings always reach the addressee on time, are automatically triggered by certain interactions, and can also be customized to the customer's needs with individualized content.

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Well triggered is half won

Automated e-mail campaigns are initiated by so-called triggers. This usually refers to certain actions on the part of the customer that trigger the sending of an e-mail. A well-known example is the sending of order confirmations after a purchase has been completed in a Online store. However, e-mails can also be sent without the presence of a specific event and instead sent automatically on the basis of certain time intervals be

For example, if a customer has not logged into the online store for a while, he or she can be notified by a corresponding e-mail of current offers, which in turn are based on his or her previous purchases. In practice, however, the process often starts much earlier. Automated e-mail campaigns are also used, for example, after registration as a new customer. In addition to welcoming a new customer, the situation can also be used to advertise special offers or new customer discounts. If the customer has included his or her date of birth on this occasion, it is possible to special birthday emails which also offer short-term discounts on their own product range.

Automated email campaigns
With an automated email campaign, you can also win back "lost" customers. (Image: mailjet.com)

More complex automated email campaigns

Recipients can react differently to an e-mail. Some click on the link and immediately look at the relevant content, while others don't rush to do anything, and still others simply delete the mail. A more complex Email automation can be set to these different courses of action and react accordingly. Individual options can be implemented via an if/then function. If the customer opens the mail and shows general interest, he will receive a follow-up mail after a certain time. If he even clicks on a specific link, he could receive a specific offer.

The user could also be tagged by means of tagging. For example, if he is interested in an offer for exercise bikes, he can be tagged so that he automatically receives an offer for fitness watches with the next e-mail. This already shows that a little more effort can be worthwhile, especially when setting up e-mail automation.

The right content for the right customers

If possible, it should already be clear at the planning stage which content is to be conveyed by automated e-mail campaigns. The more complex the individual routes are, the more attention is required. The larger the list of addressees, the more general the content should be. For Newsletter for example, which go to every registered customer, range-wide discount promotions are particularly suitable.

Customers who already show a certain pattern of interest may be more excited about promotions and offers within certain product groups. Here, the content should then be more precisely designed to meet the needs of specific customer groups. Automation programs do a lot of work at this point.

It is also essential to pay attention to the Frequency of transmissions be paid attention to. Mailings that go out to customers several times a week or even daily are quickly perceived as annoying and are usually deleted unread.

The more branched out the individual automations are, the closer attention must be paid to ensuring that individual customers do not receive too many emails.

Analyze buying behavior and interests to send appropriate automated emails.
Analyze buying behavior and interests to send appropriate automated emails. (Image: campaignmonitor.com)

Structure recipient lists correctly

The newsletter during registration on the website is just one well-known of many examples of how recipient lists can be structured in a meaningful way. However, successful automated e-mail campaigns can be initiated in other ways as well. Here are a few more suggestions for practical implementation:


If the customer has communicated his birthday in the course of registration, this can be used as a Trigger for a personal birthday greeting can be used. This does not necessarily have to be provided with a specific offer, but can also be designed as a small attention.

Duration of membership

Customers who have been registered for one, five or even ten years, for example, could be rewarded with loyalty discounts rewarded for their loyalty can be made. This option is particularly useful for customers who have not been heard from for some time and who are thus of interest to the company. reclaimed can be.

Refine automated email campaigns
Use recipient lists to optimize and refine your automated email campaigns (Image: t3n.com)

Residence of the customer

Companies that offer certain events can also use the customer's place of residence to refer to offers in the direct Environment or within a certain radius.

Segmentation by interests

Are customers looking for specific products or do they rather like newsletters that get useful tips and hints for them? On the basis of the Click behavior individual customers, this is exactly what can be found out and an appropriate automation chain can be set up.

Premium customers

Customers who have qualified in some way, be it through particularly high turnover or participation in a bonus program, can exclusive contents be made available. For example, advance information on future offers, limited offers or exclusive support can be advertised on corresponding newsletter channels.

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