Let’s get back to basics! E-mail marketing automation is not marketing automation.
In a broad sense, marketing automation is a marketing technique, a concept that refers to the automation of repetitive marketing campaigns. Software that offers the functionalities to automate these tasks is called a ‘marketing automation tool’. It requires defining a set of predefined conditions in order to be able to launch campaigns.
E-mail is an important channel in a marketing automation strategy. Contrary to mass marketing e-mail, marketing automation e-mail enables sending automatically targeted e-mails (one-to-one), which are triggered by specific actions from your contacts (according to collected data, their actions and behaviors, etc.).
E-mail marketing automation will allow you to communicate the right message at the right time to the right client.
The different types of automated e-mails:
E-mails triggered by a client’s recent action: abandoned cart e-mail, product recommendations based on a recent visit, cross-selling opportunities following a purchase, etc. These messages have a commercial goal.
E-mails triggered during the life cycle: anniversary e-mail, post-purchase satisfaction survey, reactivation following inactivity, etc. The goal of these messages is to improve client experience.
E-mails triggered following a transaction: welcome e-mail, order confirmation, delivery information, etc. The goal of these messages is to reassure clients.