If your small business is looking for new ways to market itself, well-designed automated email campaigns may be something you want to explore.
Automated emails are easy to implement and can be highly effective at attracting new customers and nurturing existing ones.
Here’s how to use automated emails to win clients and grow your small business.
What is an automated email campaign?
Automated emails are set up to trigger automatically when a customer takes a certain action. This could be to offer a free trial to a new email subscriber, request feedback on a customer service call or send a thank-you email when a purchase is made.
How to use automated email campaigns to win new clients
Email is an important marketing and communication tool to keep customers engaged with your small business.
Here are three examples of automated email campaigns that apply to different stages of the sales funnel.
This is a simple way for your small business to start your journey with a customer. When a new subscriber joins your list, sending a brief welcome email initiates contact with a customer. Keep welcome emails brief and don’t push products.
Every business has a percentage of customers who lose interest and unsubscribe from their email list. In Australia, the average unsubscribe rate is 0.2% per email, according to Campaign Monitor. Win-back campaigns target these inactive customers before they decide to unsubscribe.
Win-back campaigns should be approached gently with multiple emails designed to reignite interest in your business. These can include:
- A ‘hello’ or ‘haven’t seen you in a while’ email
- A request for feedback on their experience with your small business
- An incentive like a discount on a purchase
You won’t win back all disengaged customers, but you will succeed with some, and that equates to sales you otherwise wouldn’t have made.
Abandoned cart reminders
There are many reasons customers abandon their carts when shopping online. One common reason is that something distracted them and they forgot about it. An ‘abandoned cart reminder’ is a gentle nudge that may be all your customer needs to return and complete the transaction.
When implemented well, automated email campaigns can successfully capture new clients.