What are automated email campaigns?
Automated email campaigns refers to emails which are sent to your audience on auto-pilot — that is, you create the email(s), set the trigger, and let your ESP deliver the email to subscribers who fulfill the specific trigger you chose.
Here are a few different types of automatic email campaigns which businesses typically utilize.
- Transactional — These automated email campaigns can be used to confirm a purchase, remind someone about their abandoned cart (to help increase overall conversion rate), or even upsell a customer who just converted. This is ground-zero for automated email campaigns since practically every online and offline retailer should send transactional emails when a customer purchases or is close to purchasing.
- Triggered (Based On Behavior Or Interest) — Triggered emails take the subscribers’ behaviors and/or interests into account. For example, if a subscriber reads a certain blog post, you might tag them with a cookie and send an email with a coupon to a product that is related to the topic of the blog post they visited. Or maybe the subscriber visits a certain product page and reads the reviews, in which case you send them a triggered email with a 24-hour discount for that same product. Point is, triggered email increase engagement and conversion rate by tailoring the emails to the prospect’s interest and behaviors.
- Drip Sequence — A drip sequence refers to a series of emails that automatically go to a specific segment of subscribers usually over a large span of time. Sometimes, drip sequences can last between 6 and 12 months. The typical goal of a drip sequence is to continually build trust with your audience, lead them on a personal journey from a new subscriber to a paying customer, and stay in contact so they don’t forget about you (and stop engaging or unsubscribe). Most drip sequences adjust to the subscriber’s individual responses to your emails (whether they open, click, convert, or don’t engage at all) to create an even more personal experience.
- Marketing — Many of the marketing campaigns which you send to your audience should be automated. There’s no need to sit down and craft each one when you mean to send it. It’s a far better use of your time to build your marketing email upfront and then automate them based on list tags, behaviors, and interests.