What are the basic automations in e-mailing

But first, what exactly are automated emails. Basically, these are ready-made scenarios that automatically send an email when a condition is met, which is mostly personalized and tailored to the customer of your e-shop. The trigger is usually a certain event on the website (adding goods to the basket, viewing goods or the anniversary of the first purchase). 

So what are the most used automations? 

Abandoned cart

In this case, it is about setting up a campaign that, after a certain period of time, sends the customer an e-mail with a reminder about the purchase, including a recap of the content of the purchase. It is advisable to send the e-mail with a certain interval of several hours. In the case of more expensive goods, you can send the mail the next day. We definitely recommend supplementing the e-mail with information motivating the purchase. For example, same day shipping or even delivery, extended warranty or free shipping. Quite a few e-shops even go so far as to send the first e-mail the next day and then make a last attempt to win over the customer with another e-mail. In that case, we recommend providing the mail with a discount coupon as a last possible incentive. To prevent users from getting used to it, it's a good idea not to send discount coupons to every user, but only random parts of them. This can also be set in the automations. 

Viewed goods 

Basically, it is similar to remarketing. This means that a customer who views a product after a certain period of time will receive an email with a purchase incentive. Ideally, we recommend that the e-mail be supplemented with information related to the goods in question. Sometimes, for example, information about the quality of the offered brand, the number of units sold in the last week or a link to a large service network is of interest. Likewise, it is very useful for customers if you supplement the viewed goods with an offer of alternatives and their mutual comparison. For this e-mailing, we also recommend limiting the frequency of its sending so that he does not receive a similar e-mail every time he visits your e-shop. For such active visitors, we propose another automated solution to obtain it. But more about that next time. 

Annual campaign 

This type of campaign is about emotion, establishing a closer bond. It can be a personalized holiday greeting with a gift, but also a reminder of the customer's first purchase from you. For example, after a year you can be reminded what he bought from you for the first time. In the mailing, you can again offer him related goods or an extension of the existing one, following his first and other possible purchases. But even just a nice reminder increases the chance that he will remember you during his next purchase.