Dynamic 1-to-1 messages are sent to an individual user in reaction to her action. That’s one of the most valuable Marketing Automation features! Dynamic emails are opened and read more often and show 2-5 times bigger sales efficiency (Experian). But what kind of message does it mean? How to put them into practice?
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Welcome message
Welcome messages show 86% higher OR and 196% higher CTR when compared to traditional emails (Social Mouths), so it would be a shame not to use their potential. Include the following information in the email:
– What will the user get in your newsletter?
– Thank you for subscribing
– What user will obtain
– One clear and direct CTA
– A discount coupon, optionally
Welcome messages help users feel at home at your website.
Cart abandonment email
Even 67% of shopping carts are abandoned in e-commerce. That’s why cart abandonment emails are vital for online stores. In such message, you should include not only product added to cart and not bought, but also thank you for the visit note and contact address where a user can ask any questions. Can you help her choose?
In reminding of purchases, emails are much more successful than remarketing display ads.
Birthday Email
Such email is a simple way to surprise your customer and to let her know how important she is to you. Prepare something special: a discount or a present. Your email should look like a birthday card.
It;s a great place to show your brand’s identity and the way it bonds with customers.
Win back email
Such emails ensure that your list contains only of up to date addresses of people who want to receive messages from your brand. To perform a win back campaign, start with extracting contacts who haven’t responded to your messages for a given time (for example, 3 months) and sending them a message (or 2, or 3) with a special offer and a question whether they still want to receive your messages. If there is no reaction to these emails, it’s better to remove that person from your database.
In all messages personalize the subject, put contact’s name in there, and match the time of delivery to contact’s activity.
And which one of these work best for your company?
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