Actions that trigger emails may be: an email sign up, a product purchase, adding a product to your basket, viewing a range of products.
Triggered emails have higher engagement rates than bulk emails and therefore improve your deliverability rate (this is your ability to get into the recipient’s inbox). The rule that a lot of email clients (ie Gmail, Hotmail or Yahoo) work by is the more positive signals your emails receive (opens, clicks, forwards), the more they will let your emails breeze gracefully through the spam filter.
The reverse is also true. The more negative signals an email client picks up (unsubscribes, deletes, spam reports), the more likely your email is to get redirected to the spam folder or worse still, bounce.
So, is automated email a good thing for the health of your email list? Absolutely.
People do not like unsolicited email. Let’s consider this in terms of phone calls.
If I phone your business up with an order, and later on you call me back to confirm and let me know the shipping date, I will be really happy you called. What’s more, I will be expecting a confirmation call from you.
If you call me up just to sell to me and I haven’t had any dealings with you for months, I will be annoyed. It’s the same with email.
What is just as annoying as getting emails when I don’t want them is not getting an email that I should have received. That password reset email, for instance.
This is why you need to think seriously about your email customer journeys to ensure that those emails are landing in people’s inboxes when they are supposed to.
Let’s have a walk-through the six automated email campaigns you need to start using.
