{"id":8305,"date":"2022-01-20T11:46:00","date_gmt":"2022-01-20T11:46:00","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8305"},"modified":"2022-02-24T13:44:50","modified_gmt":"2022-02-24T13:44:50","slug":"data-driven-email-automation","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/data-driven-email-automation","title":{"rendered":"How data-driven email automation can strengthen customer relationships"},"content":{"rendered":"

\"AUTOMATED<\/p>\n

When you\u2019re ready to cozy up to your current customers, email automation<\/a> is the best way to do it.
\nYou already have your customers\u2019 email addresses. What\u2019s more, email is a channel that you own, unlike social media.<\/p>\n

Your customers are (hopefully) already in the habit of opening emails from you for receipts, updates, etc.<\/p>\n

For all of those reasons and more, there are a lot of opportunities in email automation, everything from increasing customer LTV to reducing churn to converting customers into affiliates and advocates.<\/p>\n

In fact 80% of SMBs<\/a> rely on email marketing for customer retention.<\/p>\n

In this post, we\u2019re exploring how you can get closer to your customers with email automation. And we\u2019re providing you with plenty of examples to inspire your automated campaigns.<\/p>\n

What is data-driven email automation?<\/h2>\n

\"what<\/p>\n

Data-driven email automation is the practice of setting up emails to be sent to leads or customers based on triggering criteria, such as when a website visitor takes action on your site or a customer has been active for a certain amount of time.<\/p>\n

Email automation is all around us. You download an ebook, and you get five follow up emails. You make a purchase, and you get confirmation emails and then weekly newsletters.
\nThese are examples of pretty simple email automations. As we\u2019ll come to find later in this post, emails can be triggered based on even more specific and more valuable customer behavior.<\/p>\n

What can you achieve with data-driven email automation?<\/h2>\n

\"achieve<\/p>\n

There are so many ways that data-driven email automation can bring you closer to your customers. Whether you want to increase repeat orders or upsell your customers, we\u2019ve got tips on that plus some email automations you may not have even thought of.<\/p>\n

Save abandoned carts<\/h3>\n

\"reduce<\/p>\n

One of the most essential automated emails for B2C retailers to set up is the abandoned cart email. Why? This type of email receives a click-through rate of 40% on average<\/a>.
\nFortunately, an abandoned cart email is fairly simple to set up<\/a>. You need to segment out website visitors who have added something to their cart but not completed a transaction.
\nIn GoSquared, you would create a Smart Group that is continually updating with people who had clicked the \u2018add to cart\u2019 button but didn\u2019t have any transactional history that day.
\nIn this example from Grove<\/a>, an online retailer for natural household and personal care products, the reader is served up a warm, friendly message and is reminded of the value of what they left behind.<\/p>\n

\"data<\/p>\n

Don\u2019t just show a picture of the product and add a CTA to send them back to their cart. Instead, you should use this opportunity to sell the product using short conversion copy that puts your value propositions front and center.<\/p>\n

Reduce churn risk<\/h3>\n

\"reduce<\/p>\n

Reducing the risk of churn is essential for many different types of companies:<\/p>\n