Best practices

15+ easy to set up email triggers for Black Friday

By November 7, 2018 No Comments

Black Friday Scrabble

As Black Friday approaches, preparations for this important day of discounts are intensifying. Merchants set up their best promotions, and buyers refine their shopping lists. These two are not the only ones on the alert; marketers have a crucial role in the success of promotions. One of the best tools they can use to improve their success is email automation.

Robust and efficient, email automation works from a trigger, an action by your subscriber in most cases, resulting in one or more message chains to the same person. Its main advantage is the sending of personalized messages appropriate your customer at that moment which has a strong leverage effect on your customers’ sales and loyalty. In addition to saving time due to the automation of the process, it also allows you to get statistics and data relevant to your business needs.

15+ Automatic triggers that we suggest you set up for Black Friday

Here are 15+ situations that you can easily automate. This applies to both online shops and traditional shops or services.

Trigger #1: Welcome your subscribers as soon as they register

When someone subscribes to your newsletter by themselves, it’s not a trivial action. It shows a direct interest in your products or content. This desire must never disappear, and it is up to you to maintain it. The easiest way to do this is to be polite by sending a short welcome message. It doesn’t need to be long, just a few words to establish the dialogue.

Example header: Welcome to our company!

Examples of calls to action:

  • Configure your profile
  • Click here to learn more
  • Shop now

Source : Kate Spade

Trigger #2: Celebrate your new subscribers

If you want to go the extra mile, you can create a whole welcome experience. In your first email – because there will be several – keep to the greetings. The day after, stimulate your new subscriber, encourage them to discover more: take them on a guided tour of your site or your most popular products. Three days later, finish your series by sending an informative article to diversify your messages and show yourself to your customer in a fresh light.

Source : Food52

 

Trigger #3: Track all your customers’ transactions with confirmations

Providing consistent confirmations may seem overly simple, but its value is tremendous. As soon as an action or transaction is made on your site, confirm its validity by email. This reassures your customer knows that their reservation has been made or that his purchase has been completed. This message also leaves a trace in your customers’ inbox. They will then be able to use it as a reference.

You can customize the actions you want to confirm to make them consistent with your business.

Example header: Thank you for your reservation! I’ll see you on Wednesday, October 31 at 7:30.

Examples of calls to action:

  • Share the event
  • Confirm your presence

Source : Rover

 

Trigger #4: Restart abandoned baskets

Reminders for abandoned baskets are an essential part to sales automation. An item in an abandoned basket is not left to chance. The client may be in the process of thinking; he may have put it on so as not to forget the model or maybe he is not convinced. In other words: he hesitates. In these cases, a small reminder is sometimes all it takes to trigger the purchase. Don’t be aggressive or too formal, keep a relaxed and conversational tone. It’s also an opportunity for you to provide support and offer the necessary help or advice to guide the customer in his purchase.

Example header: Your running shoes are waiting for you! Don’t miss any more opportunities.

Examples of calls to action:

  • Complete your order
  • Buy Now

Source : Fab

 

Trigger #5: Support the purchasing process

This is a different approach to remind the customer about abandoned baskets. In both cases, a customer places a product in his basket but does not complete their purchase. You can create a series of messages to stimulate this purchase. The next day, or a few days after your customer has abandoned their basket without buying, let them know: “You have x items waiting for you in your basket.” If there is no reaction, restart the next day with a second message and so on within the limit of 4 consecutive messages all spaced 24 hours apart. This solution is a little more aggressive, but it can work.

Source : Fiftythree

 

Trigger #6: Ask your customers to update their personal information

With this approach, you’re killing two birds with one stone! First, you ensure an up-to-date list with valid and usable data. This is a basic rule in automation marketing. But above all, it brings the customer to your website. If they haven’t done so in a while, it could lead them to explore what’s new. However, be considerate with this technique and use it only once or twice a year. You can also make it a little more fun by highlighting a specific advantage for the customer. For example, “Remember to check your profile information so we can send you your promotional code for your birthday!”

Example header: Do you have a second? Update your profile and receive a gift!

Example of a call to action:

  • Update your profile
  • Update your preferences

Source : Archant

 

Trigger #7: Wish them “Happy Birthday!”

At any age, people like hearing the words “happy birthday.” It’s their day, the only day they’re at the center of everything. You can do the same! It’s these small acts of consideration that create links between the brand and the customer. These emails are quick to create and configure, but they can really make a difference especially if you offer them a surprise gift for their birthday.

Example header: Happy birthday Mike! Quick, open your gift!

Example of a call to action:

  • Access your gift now
  • Get your gift here

Source : Evans

Trigger #8: Evaluate your customers’ satisfaction

After each online transaction, give yourself a delay of approximately one day and then send a satisfaction survey by newsletter. Design a short, direct survey so as not to annoy the client. Integrated surveys are the optimal choice to stimulate results. Don’t forget to include a small note in your email to invite your customers to leave reviews on Google, TripAdvisor or any other relevant channel.

Example header: Do you like your last lipstick?

Example of a call to action:

  • Write down your order now

Source : Quadrangle

 

Trigger #9: Call back your former customers

The beauty of automation is that it doesn’t let anything go! For example, engage in conversation with your inactive customers who have not ordered in precisely one year. Some great things have happened in a year! Take this opportunity to remind them of their latest purchase, present your new products or an ongoing promotion. You can even win back these targets by offering them a “seniority” discount to celebrate this year. To give all the intensity to this technique, send this newsletter only once a year and make sure it is one year to the day.

Example header: One year since your last purchase! It’s something to celebrate!

Example of a call to action:

  • Check out our 2019 lookbook
  • Check out our new products

Source : Gramarly

 

Trigger #10: Keep your list active

Similarly, each customer has more or less their own purchasing cycle. While some will remain committed to your new products, others will gradually move away. Don’t let that happen! From 90 days without purchase, awaken interest with a promotion. Nothing like a deal to convert a hesitant customer. You can only send this email once. Don’t overdo it. If this reminder does not work, remember that there is another reminder after one year of inactivity on your site.

Example header: It’s been a while since we’ve seen you, Peter!

Example of a call to action:

  • Click here to learn more

Source : Lowes

 

Trigger #11: Reactivate your unsubscribed emails

This situation applies to all those who have left your subscription list. One year after the last open message, you can send your subscriber one last message, one final attempt, to arouse their interest again. Please note that there is a double condition and that you must filter the date of the last open message sent only with people who have unsubscribed from your list. The tone depends on your branding strategy, but in general, a message such as: “Where did you go? We miss you!” work pretty well. Think of these messages as close to the double-confirmation registration messages. However, consider including the option to continue unsubscribing and use this opportunity to ask for the reason. You can learn lessons for the future.

Example header: Claire, come back! We miss you! We miss you!

Example of a call to action:

  • Re-register now

Source : Paul Mitchell

 

Trigger #12: Call back your inactive customers

This situation is the same as the one described above but concerns a list of inactive customers that are still subscribed to your list. Sometimes a person loses interest, and after a certain number of requests, the unread messages follow one another. After 10 unread emails, rather than an 11th message, send a reminder message. Show them what they missed to try to get them back into the conversation.

Example header: Carl, are you all right? We have no more news from you.

Example of a call to action:

  • Visit our new products
  • Update your preferences

Source : Animoto

 

Trigger #13: Suggest products based on purchase history

Here the goal is to broaden your customers’ field of interest to make them discover all the other wonders you have to offer them. Within a maximum of 30 days after purchase, send a message to your customer suggesting products that are similar or compatible with the one they purchased. It can be a product from the same range or a related accessory. To maximize the effect of these suggestions, it is always preferable to talk to your regular clientele, allowing you to analyze a history of buying habits to offer products with real potential.

Example header: We bet you’ll like these products?

Example of a call to action:

  • Shop on the site
  • Check out our new products

Source : Nike

 

Trigger #14: Promote your products to your most loyal customers

Make targeted suggestions to expand the types of products your customers buy. Get specific by introducing a particular product or service to your most loyal customers. Show them a service they may have noticed, but where they haven’t taken the first step. This is the perfect opportunity to combine and cross-reference your products. This technique works particularly well for services!

Example header: Mary, we received the new 2019 collection!

Example of a call to action:

  • Shop on the site
  • Check out our new products

Source : Julep

 

Trigger #15: Reward loyalty

Who never signed a document to get a loyalty card in their favorite store? This practice is less widespread in digital commerce, but it’s nothing that automation can’t fix. When the same customer makes their 10th purchase: underline their commitment! When you talk about loyalty, you talk about the rewards, that’s the whole point of having a loyalty program. Offer a meaningful gift or promotion for your customer. The last thing you want is for the customer not to feel valued after placing 10 orders on your site.

Example header: This is your 10th order! Thank you for your confidence!

Example of a call to action:

  • Get your promo code
  • Shop now

Source : Cooking

 

Trigger #16 (bonus): Thank your customers for a recommendation

Many companies have created VIP lists or clubs, but few think of thanking the person who made the referral. Your new subscriber will experience his welcome messages and start a whole new cycle with you. Remember that this acquisition happened thanks to one of your customers. Send them a message thanking them for their recommendation. Tell them that their opinion is critical and that it contributes to your success.

(And don’t forget to have your own automatic message that encourages you to join this VIP club!

Example header: Thank you for your recommendation, it means a lot to us!

Example of a call to action:

  • Get your promo code

Source : morethankyounotes

 

In conclusion

Which list segmentations and automatic email activations work best for you? Feel free to like or share this article! If you want us to help you set up this type of email for your company, feel free to ask us here or create your Cakemail account.

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Author Alex DeCivita

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