Email marketing is one of the top-performing digital marketing channels, and almost every brand utilizes it. Because every individual receives 121 emails daily with the total number of emails expected to reach 361.6 billion per day on a global level in 2024. Apparently, marketers need automation tools to cope with such huge volumes to ensure a consistent customer experience and entertain all clients as and when required. Email automation is one of the best ways to extend a smooth customer experience as it helps establish a formal, one-on-one communication channel that customers can trust. In this article, I am going to discuss how you can use email automation to extend a smooth customer experience and level up your branding efforts. Dive in deeper to learn more on the topic.
What is Meant by Email Automation?
Email automation can be defined as the use of 'triggered' auto respondents based on user behavior. They are also known as transactional messages that are spread over a series of emails from both ends to solve a single purpose. For instance, when you sign up for a free trial of online software, they may send you a welcome email followed by a verification request that is, in turn, reverted with user credentials. It is necessary to revert such transactional messages promptly, which isn't possible through customer service representatives. Thus, businesses use email automation workflows that respond according to behavior-driven triggers. Both the email templates and copy are predesigned for use as per requirement.
6 Ways to Use Email Automation for Smooth Customer Experience
In the below section, I will demonstrate how you can use email automation to provide a smooth customer experience (CX):
1. Run a Welcome Email Series to Onboard New Subscribers
Welcome emails have a higher open rate as compared to all other types of messages because people subscribe to your mailing list to get the 'gift' that comes along with the sign-up. Introducing your brand and greeting your new subscribers within the first hour of initiating.
2. Use Personalization Data to Seek Confirmation for Periodic Purchases
One of the greatest advantages of using email automation is that you can use the personalization data to send advance order confirmations. For instance, if your regular customer orders home supply goods on the 15th of each month, you can send them an automated email on the 11th telling them that their supplies are ready and they can place an order to get delivery on time. This will make your customers feel valued and cared for while ensuring that they do not place an order anywhere else.
3. Automate Transactional Emails to Improve Customer Satisfaction
Now, this is where most of the brands leverage automated emails. When an existing customer sends a request for servicing like 'forgot password', you can send them an automated response through API integration instantly. Since no customer service representative takes part in the process, and the software itself does authentication, you can provide excellent and timely support to your customers.
4. Ask for Feedback and Create User-Generated Content (UGC)
Email automation proves to be a great asset when it comes to sourcing customer information and developing user-generated content. You can use interactive HTML email templates to gather your subscribers' opinions and revert to leaderboards later. They have also added a discount as an incentive for participation. Email automation helps engage your subscribers constructively and generate revenue in the process.
5. Reach Out to Your Customers on Festivals and Personal Events
Everybody likes getting wishes on their birthdays and personal events such as anniversaries. Email automation helps build a personal rapport with your subscribers. Sending gifts and greeting them allows you to connect beyond the formal business relationships and email automation ensures that you don't miss out on any of your subscribers.
6. Drive Engagement through Drip Campaigns and Send Important Reminders
Drip campaigns can be considered as the classic example of email automation where relevant content is sent in 'drips'. They are based both on user activity triggers and time frames for reaching out to them. When a customer decides to engage with your messages, the relevant information is sent to them to engage and warm leads.
Conclusion:
The current trends value instant servicing, and email automation will help you provide customer service on the go. Email marketing continues to prevail as the most profitable and reliable communication channel for both B2B and B2C organizations. Reading and reverting the service requests and running targeted marketing campaigns becomes effortless, which would otherwise consume endless manhours. Email automation is, therefore, an integral part of extending a seamless customer experience. I hope you find this article on using email automation for CX insightful.
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