Action emails – they’re the bigger, more independent brother to regular mass emails. With an open rate that is more than double regular mass email, this is an awesome email marketing tool that will help you maintain relationships and connect with new customers. Plus, you’ll likely see some positive conversion rates.
Also known as trigger emails, action emails are a pre-written set of messages that are sent based on an event or triggered action your customer takes, (orders for the first time, repeat purchase, abandons a shopping cart, credit card expiring, etc).
Here’s how it generally works:
Let’s say, for example, you’d like to send out a thank you message to first-time purchasers and ask them what they thought of the wine.
Now that you’re in the loop, below are some best practices to consider before you create an action email campaign.
Think through what you would like to achieve with each action email campaign. Most systems have preset triggers like type of order placed, credit card expiry, anniversary dates, etc.
If your brand was a person, what would they sound/act like? It’s unlikely that people will read an email if it sounds like it came from a robot and/or a professor of quantum physics.
Focus on interesting content that’s relevant to individual groups. For example, first-time purchasers should be enticed to place their second order, whereas club members may be interested in club discounts and wine reviews. You want to engage readers without them feeling like that they’re being pressured to purchase anything.
Think about your layout and design. If it looks like one of those “Win a FREE Trip to Mexico” emails, it’s time to reevaluate your look.
The first thing that your readers will see is the subject line. If it’s confusing or irrelevant, the more likely it’ll be ignored.
Remember, it's a trigger not a steady stream. Space out your action emails. Although they are automatic, ensure you check-in regularly and make sure you are not over-sending.
Questions or comments? Don’t be shy; feel free to leave them below.
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