What experiences have you had with email automation? Tell us about it!
What role personalisation plays in this
Emails are even more effective when they are personalised. Therefore, it makes sense to send automated and personalised emails at the same time. If a customer has signed up for the newsletter, the welcome email can already send initial recommendations (products or content) that match the online shopper’s taste. After all, before the customer has signed up for the newsletter, he or she has already been in the online shop and has displayed a certain clicking and possibly also buying behaviour. Otherwise, top sellers can also be played at the beginning (fallback strategy).
For example, if an online shopper has looked at various Levis trousers, it makes sense to recommend Levis products in the welcome email, since the shopper has a proven affinity for them. This increases the click probability and provides an additional traffic boost in your online shop. One study, for example, also states that 75% of those surveyed are frustrated by websites if they are shown content that does not match their interest.² This negative shopping experience is counteracted by personalisation.
Playout of relevant content
In order to include personalised content, you need to have a Personalisation software. This enables you to incorporate the click and purchase behaviour of your customers from the online shop into your emails. This is achieved by the personalisation software generating a knowledge base with an AI engine for your online shop. This allows you to automatically send the right content to each customer at the right time. All you have to do is insert the placeholders into your email template using HTML code and determine the placement of the recommendations. After the email has been sent, the recommendations are displayed in real time when the email is opened and thus always correspond to the current click and purchase behaviour of your online shoppers. In addition to the traffic boost, you also increase customer confidence because you send relevant emails.