Automated email, also referred to as triggered email or behavior-driven email, is any message automatically sent from your email service provider (ESP) in direct response to an individual user’s specific actions made (or not made) on your website or web app.
Automated email allows you to send real-time, one-to-one messages that increase customer engagement, retention, and loyalty.
Transactional emails are very valuable to consumers because they provide crucial information like receipts or password resets, but because of CAN-SPAM and CASL rules and guidelines. These emails can’t provide or contain much promotional content. Traditional marketing email is critical for sending announcements to large segments of your customer base, like promotions or newsletters.
Email automation provides benefits from both transactional and marketing email because it allows you to follow up with individual customers automatically, like transactional email, but also allows for more robust messaging opportunities like you get from a marketing email. By bridging the gap between transactional and marketing email, automated email provides a scalable and efficient method for marketers to send extremely user-specific messages in a responsive way.
Automated email achieves the best of both worlds between timing and content to provide marketers with messages that have:
Relevance – When a user receives an automated email, it’s because they’ve taken an action which triggered a workflow. As a result, the message they receive is highly relevant to them and they’re more likely to open and engage with the email.
Engaging content – Automated email content is designed to increase user engagement with your app or website. This could mean teaching new customers how to use your product, encouraging users to give feedback, or providing a lapsed customer with an incentive to return. For example, you might want to set up an automated “how-to” email trigger if certain people have signed up for your service but have yet to start using it.
Brand building – As a highly personal communication channel, automated email serves as an extension of your brand. It gives you the opportunity to strengthen the connection between you and your customers by communicating thought leadership, assisting with cross-sells, or by sharing timely updates about features they haven’t used yet. Simply put, email automation drives user engagement. Customers are much more likely to open, read, and act with an automated email.