The deadly weapon of email marketing

Email marketing is a great tool in the context of customer relations, it is still necessary to use it wisely and take advantage of its main advantages. Among these means, email marketing is one of the rare ones that allows interaction with the customer almost in real time in a one-to-one situation. Example with email in automation mode…

What is automation?

Automation is a device that allows data to be generated automatically without anyone’s intervention (except during configuration). This automation can be achieved by various means; Either by an event, or by an action, or through a specific profile … and according to various criteria: identifying, geographical and demographic data, history of customers (purchases), online behavior …

These perfectly coordinated actions in the customer lifecycle (impossible in acquisition mode because little or no customer data) can dramatically increase email marketing performance and return on investment.

The goal here is to analyze the opportunities offered by email marketing in the context of automation in order to know how to adapt and target the message according to the profile of the Internet user or his business? These emails should, as closely as possible, match the expectations of the contacts to increase performance and relevance. So the idea is to rely on the characteristics of the contact (profile and event) in order to interact at the exact moment.

Analyze 3 types of automated emails:

– Behavioral emails, programmed:

This is an email that is sent automatically in response to an action by the user. Its behavior will send an email where the advertiser provides an immediate response to an event. This automation can also be conditioned by internal validation.

These emails are very effective in the context of customer relations. It is well understood by Internet users and is in no way considered intrusive. As a guide, the open rate of order confirmation emails is 90%.

Example : welcome email (next registration), service email (after requesting information), order confirmation (after purchase), access summary, care email (after sponsorship request), cart abandonment, etc.

practical case : A welcome email from the three Swiss who took the opportunity to offer benefits during that first contact: a surprise gift, loyalty points, a discount.

Periodic emails:
These are alerts or messages that are programmed according to a specific event, often conditioned on a date. These periodic emails are cyclical in nature as they run on a specific date: annual meeting (birthday, party, etc), monthly (accumulated account points, etc.), daily (news alert. Example: the Parisianle Figaro…) …

: birthday campaign, party, subscription renewal, subscription expiration…

practical case : Happy Birthday Yves Rocher campaign highlighting two gifts.

Dynamic emails:
These emails are not similar to the previous two categories either because their sending is not automated but their content; Or both (content and send automation).

These are emails whose content is automatically customized according to a customer’s profile, metadata, geographic and demographic data, subscribers’ preferences, expectations, purchase history, etc.

Use case: Expedia Personal Alert

For search (Departure from Paris – Arrival in Bordeaux) on a specific date (February 26 – March 6 2009), we would like to be notified of the room and car rental offers in Bordeaux on the date of stay once / week.

This automation is ideally implemented within the framework of the email content, as it is customized according to our profile, geographical demand and our rental expectations.

Another example of an automated and dynamic campaign, Google alerts according to your expectations.

This list of automated emails is not exhaustive. In fact, there are also automated emails like bullish, cross-selling, reactivation, last-chance order management… The perfect example in this field is AMAZON which targets email campaigns (and on their site) according to the profile of their contacts and raises them according to their purchases with similar products. In this case, we are seeing fully dynamic content management.

Example of controlled management of automated email

Let’s put ourselves in the shoes of an e-merchant and see how we can improve the use of e-mail in automated mode as part of a relational program (welcome package).

today d : An Internet user visits our site and subscribes to the newsletter. The information required to define the profile is simple: email, first name, last name, address, gender, family.
In this example, she is a 35-year-old woman who has one child.
d + 1 : User receives a confirmation email “Create your account” once their profile is verified internally.
d + 3 : An Internet user receives a commercial offer for women’s products (content automation). The email also includes baby products and a personalized promo code. The Internet user decides to place an order on the site.
d + 3 : The Internet user receives an email confirming that his request has been considered. With the withdrawal of purchased products.
D +7 : The Internet user receives an email informing him that his order has been taken care of and that he can come and collect his products at the relay point mentioned during the order. With a reminder in the e-mail of the geographical coordinates of the relay point.

Below is an example of a relational program that can be set up and implemented over the course of a week. Of course, this example can be supplemented with other types of automated emails such as basket abandonment reminders if the Internet user does not complete their order.

Database management becomes essential

To set up these automated email actions, you will understand that it is necessary to accurately manage your database by processing important data. This is a basic rule of thumb for this type of action that relies on data collected online and offline. This fully synchronized initial step will facilitate automatic transfer of targeted campaigns.

Messages are developed, built, targeted and sent according to the data provided. The idea is to route the message according to the information in the database to allow the message to fit and be customized to the expectations of the contact. For this, the only requirement is to have a sufficiently qualified database. This qualification can be done at every high point of the customer life cycle with multiple information that will enrich the knowledge of the customer.

I invite you to use an email marketing specialist to synchronize your internal information tools or CRM (orders, follow-up, etc.) with email marketing platforms that will allow you to optimally automate the process and recover statistical data afterwards.


The benefits of these email marketing strategies are within everyone’s reach provided that the processes are precisely defined upstream. But once the automation is in place, it saves even more time. If the development of these messages is carried out in an appropriate manner, it will benefit from a more accurate and more targeted Internet strategy. These automated emails will bring real added value in the context of customer relationships, not to mention impact campaign performance.

Finally, if there is one sentence that summarizes these actions and characterizes email marketing performance, it is: “Send the right message at the right time and to the right person.”

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