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  GERMAN Personalisation Software Services (SaaS) Intelligent Search
Reduce the bounce rate
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Reduce the return rate
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Increase the basket value
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Increase the repurchase rate
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Increase traffic
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References Company Software Geeks Team
100% concentrated personalization competence – even without suit & tie
Jobs
Do you also like to wear trainers and are interested in this internet?
Company News Events
Be it lectures, trade fairs, webinars or other e-commerce events – we’re sometimes here, sometimes there. Get to know us!
Press
We are constantly growing and evolving. New customers, partners, products and much more. Find out now!
Blog Insights Concepts for success Case Studies
Learn how our customers personalize and increase their KPIs.
Webinars
We share our best practices in personalisation with you.
Knowledge transfer Publications
We also share our knowledge in various media.
Info material Press
What’s new about us and our personalisation.

Info about Corona Virus

We continue to work for you from home office

Learn more
Zur Übersicht Startseite / Blog / Email Automation: More Traffic for Less Work – Cool, Right?

Email Automation: More Traffic for Less Work - Cool, Right?

18. Oct 2018 | Updated on 16. November 2020 | | Boosting Traffic Rate

Once properly thought out and set up, email automation will bring you more traffic to your online store. And the best part? You save yourself a lot of work. Because you don't have to constantly reset recurring emails. It's not without reason that email automation is the buzzword that store operators are talking about. Now we want to get to the bottom of the whole thing and give you the most important input. Have fun reading!

 

This content awaits you in this blog article:

What exactly email automation means

What software is needed for email automation

What role personalisation plays in this
Playout of relevant content
Identifying the relevant target group

Best practices for email automation in conjunction with personalisation
The perfect follow-up email
The themed newsletter to bite into
The return emails with bright spot

Conclusion: There is no excuse: email automation is a must-have

 

What exactly email automation means

Email automation (also called email marketing automation or marketing automation) means, send recurring emails for specific occasions (triggers) automatically – with software support.

This gives you, as a shop operator, the opportunity to react to every customer interaction by sending emails just in time. This way, you continuously increase your traffic and not only after sending a newsletter. Sending emails manually would be difficult to implement in the context of customer interaction or with a time delay, as an online shop has a mass of visitors who shop at the same time.

Through email automation, you have the possibility, for example, to send an order confirmation by email directly after an order or a reminder email after the shopping basket has been cancelled.

What software is needed for email automation

For email automation, it is important to define a wokflow. For this, you need an email delivery system that offers you this option, e.g. Sendinblue, Inxmail or Mailchimp. The workflow strategy is up to you. However, there are some best practices that you can use immediately, such as various trigger emails like the welcome email or the birthday email. For this reason, various email delivery systems also have templates that help you, as can be seen in the following example from Sendinblue:

The screenshot shows a marketing automation template in the Sendinblue email delivery system.
Marketing automation templates in the email sending system Sendinblue¹

The workflow behind a welcome email then looks like this:

The image shows an example of a marketing automation workflow for a welcome email at Sendinblue.
Marketing Automation Workflow for a Welcome Email at Sendinblue¹

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.

Identifying the relevant target group

If a customer has left a shopping basket, then the target group is clear, likewise with transactional emails etc., which are sent after a purchase. But what about when you have a new product in your range and want to select the right target group for it? Of course, you could fall back on existing segments and send an emailing to exactly this target group. But it can be done even better.

The recipients for the email can also be determined via the personalisation software. This means that only the recipients for whom the planned email is relevant are automatically added to the target group. The personalisation software does this via the knowledge base and the AI engine that was already used for the personalised content. The knowledge base contains the self-learning algorithms that can compile the target group for your email based on the data received and collected. This saves you an incredible amount of time, which you can use for other activities.

Exactly that makes Ex Libris for new book publications, as the following chart shows:

Automated target group identification at Ex Libris

Ex Libris has increased email sales 10-fold and won an email award for this AI-supported targeting. Learn more about this use case in the case study: Increase e-commerce sales through automated and personalised emailings.

 

Best practices for email automation in conjunction with personalisation

It is not surprising that a shopping cart abandonment email contains abandoned shopping cart items and possibly still offers an incentive to complete the purchase. However, there are best practices that are predestined for both automation and personalisation. We now want to go into these and uncover the potential for your email marketing:

The perfect follow-up email

A customer buys, for example, in the online shop of Tableware24 tableware of the Kurland brand. Tableware24 responds to this purchase with a follow-up email containing suitable cross-selling articles for the Kurland brand that pick up on the customer’s taste. Tableware24 does not do this manually, of course, but via the online shop’s knowledge base, which determines the appropriate recommendations for the respective customer in real time. Customer A thus receives the Kurland brand and customer B the Versace brand etc. Tableware24 only designed this email workflow in the email dispatch system and created placeholders for the personalisation.

Screenshot from an email from Tableware24 on email automation in relation to follow-up emails.
Follow-up email from Tableware24 with personal recommendations on the Kurland brand (source: screenshot from email from Tableware24)

The themed newsletter to bite into

The hagebaumarkt sends out themed newsletters to its customers, such as on the subject of aquaristics. Of course, these newsletters are only relevant for customers who are interested in aquaristics. The hagebaumarkt takes this up and sends every customer interested in aquaristics the newsletter with relevant recommendations. However, each customer only receives the recommendations that are of interest to them. The aquatics section is very extensive at hagebaumarkt. There are categories for algae control, aquariums, aquarium lighting, aquarium spare parts etc.. Therefore, it is important to display the products of the right categories. The workflow was again implemented with the email dispatch system and the content was played out via placeholders in the newsletter, which are filled via the knowledge base of the online shop.

Theme email from hagebaumarkt with personal recommendations on aquaristics (source: screenshot from an email from hagebaumarkt)

The return emails with bright spot

Returns are unfortunately still a permanent feature of online retailing. But there is a ray of hope. Why not use the return emails to trigger another purchase by sending alternatives to the returned item in the transactional email? The advantage here: Transactional emails have a higher open and click-through rate than other emails.³ That’s exactly what Outletcity Metzingen does. In the return mail, recommendations are sent that are similar to the returned product and match the customer’s taste. This is all made possible by the knowledge base with the AI engine.

A screenshot from an email from Outletcity Metzingen shows a returns email with personal recommendations for the return item, which was sent via email automation and personalisation.
Returns email from Outletcity Metzingen with personal recommendations on the return item and customer taste (source: screenshot from an email from Outeltcity Metzingen)

Do you already send automated and personalised emails? Share your experience with us!

 

Conclusion: There is no excuse: email automation is a must-have

Email automation is an important part of shop management. It allows you to react just in time to customer interactions and continuously increase your traffic. With integrated personalisation, you boost your traffic even more and create customer trust. All this through relevant content and AI-supported target group identification. Feel free to follow best practices for email automation and personalisation, such as the follow-up email or the return email. To implement the whole thing, you need an email delivery system with which you can create workflows and personalisation software. The setup is done in no time. It’s best to get started right away!

 

Sources: ¹ Sendinblue, ² Mindtree, ³ IBM

More information about personalised email >>

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Daniela Ilincic

Head of Marketing

Daniela Ilincic is Head of Marketing at epoq. Her background is in digital marketing with a focus on SEO and content marketing. She has built up the digital sales channel at epoq, which she continues to optimise with her team. In addition to her work, she enjoys communicating market-relevant information on digital topics.

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