There are numerous email programs that can be automated.
Marketers need to construct programs that are suitable for their target audience. This is best done by acertain who the customer is, and what they require from the company.
Below is a list of the most common programs;
- Welcome email program (single email)
- **Welcome email series (multi-email series 3 steps)
- New member / new customer email program
- Low risk customer email program
- High risk customer email program
- Newsletter program (these can also be fully automated)
- Direct debit cancellation program
- Lead nurturing program
- **Abandoned shopping cart program
- Lapsed customer program
- Membership renewal program
- **Birthday program
- Rewards program
- VIP / points program
- Genre / product line program
- Bookings / ticket / travel reminder program
- Customer survey
- Ratings and review program
- Welcome home program (post travel)
- Pre event email program
- Event email program
- Post-event email program
- Thank you for purchasing / transactional emails
- Reset Password
- Receipt
- Customer service registration / enquiry
- Support email program
- Post chat email program
- Registration email program
- Materials download email program
- Training course email program
- Lead Nurturing email program
- **Win back emails
- **Re-activation (queries)
Depending on the company’s products or services will vary the importance of the implementation of the above email programs. Best practice in email marketing is for a welcome email to be sent to a subscriber upon registration. This is considered to be the bare minimum when an individual provides their personal information such as their email address.
The success of each of the above programs will require ongoing tweaking, AB testing designs, testing subject lines, testing offers and personalization. The best programs are constructed in a way that is easy to maintain on an ongoing basis. Making the program a valuable asset to the organization whilst not draining resources to an inificient scale.
Automated programs are great, so long as they are carefully managed. Nonsensical emails going out is never a good look!
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