When and Where to Use Automatic Reply Email: Main Types

Article about When and Where to Use Automatic Reply Email: Main Types

Published by

Apr 16, 2021

Automatic reply email is a marketing strategy that works according to the following scheme: (1) a customer does some action (make a purchase or add the product to the Favorites at the website) (2) and right after that, he or she receives an automatically sent email. Such messages usually consist of special propositions but not necessarily: it depends on customer actions and company marketing strategy.

Automated emails are effective in increasing leads. Instead of sending a single message, marketers set up an entire series of emails to help new subscribers learn more about its products and services.

When and Where to Use Automatic Reply Email: Main Types

Welcome letter

These letters can add significant value to your marketing campaign. They can be used to:

  • confirming that someone has successfully subscribed to your newsletter;

  • explaining to new subscribers what signing up for your newsletter entails – how often and what emails they will receive;

  • affirming the value of subscribing to your email newsletter;

  • encouraging your audience to keep in touch with you on social media;

  • surveying subscribers so you can really get to know your audience. This will help you develop more personalized and more effective marketing emails;

  • thanking subscribers for signing up. You can give a small gift for this.

Including all of the above items in one letter is not a good idea. It will be more effective to make a series of welcome letters in which you can provide and collect relevant information.

Order confirmation, receipt, and shipping information

These emails are automatically sent in response to the purchase of a product or service. While they are not the primary emails used to promote your marketing campaign, they are a great way to showcase your brand and maintain good customer relations.

In addition to the necessary information, these emails can include a personal touch. For example, you can add a little note about what you hope the customer will like about the new product. Personalizing these messages helps maintain the relationship between you and your customers, encouraging them to keep interacting with your brand and shopping again.

Follow-up emails

These emails are automatically sent after a product or service has been delivered. Typically, follow-up emails are used to ask customers if they are happy with their purchase and gather feedback. Using this part of content strategy is good for your marketing campaign because feedback is the best marketing material available to businesses.

Follow-up letters will also allow you to convince clients to subscribe to you on social media and share their experience interacting with your company. They can also be used to send customers recommendations about products and services they might like based on their previous purchases. It's most effective to send a series of follow-up emails so as not to overwhelm the recipient.

Goals to Achieve by Using Automated Responses

What business tasks are solved by emailing:

  • Direct sales. People subscribe to emails when they plan to buy a product or service but can't do it now (have doubts about the choice, lack of money, or time). Letters should remove possible objections, answer the subscriber's questions and lead to a purchase.

  • Reminders and repeat sales. Set up a mailing to customers who have already made a purchase; for example, an online contact lens store sends a reminder to replace monthly lenses 25 days after purchase.

  • Attention to customers. Emails can educate and entertain the subscriber, such as congratulating them on their birthday or telling them about an improvement in a product the customer was interested in. This increases customer loyalty.

  • Feedback. Send the customer a questionnaire after the purchase and get feedback on your work and products.

Let's see how the chain of automatic replies that have been sent to the client after he fills out a mail form on the site works:

  • Upon receipt of email notification about a completed form, send a chain of emails to the client motivating them to pay to release the employees from routine single-type actions.

  • In case of the customer's answer to one of the emails, stop sending the rest of them and connect to the responsible employee's task for further work with the customer in manual mode.

  • In case of no response from the client and completing the chain of letters, close the task without involving employees.

How to Set Up Automatic Reply Email

In the context of development, not marketing, an automatic response is a script that contains a trigger, i.e., the condition under which the email is sent to the user. You can entrust the task of writing a script to a programmer or set up automatic responses yourself with the help of an email provider. 

The general development plan, on the previous example about the trigger as a form filler on the site:

Step 1. Process a notification from the server about the form completion. Create a task from the email.

Step 2. Prepare to run the script.

   Step 2.1. Set up a flag indicating the status of the auto-link – activated/not activated.

   Step 2.2. Set up an automatic search for and detection of required form filling tasks. Activate the flag for such tasks.

Step 3. Set up an email chain.

Step 4. Configure how the system reacts to customer replies.

Step 5. Configure early stopping of the script.

Step 6. Configure the condition of task completion in case of no response from the client.

Effectiveness Analysis of Email Marketing

To analyze how well your email newsletter is working, pay attention to these two metrics: open rate and click-through rate.

Open Rate is the number of recipients who opened or viewed your message. A fair number for a campaign is 15-20%. Click-through rate or CTR is the percentage of recipients who clicked on at least one link in your email. Aim for 3% and change your strategy if your click-through rate is below 1%.

Usually, you can check both of these numbers with the service you used to set up your mailing list.

A separate metric that is important is the conversion rate. It is monitored in the context of the whole marketing strategy, not only email campaigns. The conversion is an indicator of the percentage of people who not only opened the mailing and clicked on its link but eventually stayed on the website and bought the product. You can check this figure in the website analytics.

Articles authored by Marie Barnes