Marketing automation is only for email

How efficient email marketing automation works

Marketing automation via email is used by more and more companies and has become one of the most popular marketing tools in recent years. It has never been so easy to react to the behavior of customers or to send a specific email at a specific time. With well thought-out automated e-mails you increase customer loyalty and the trust of your customers and achieve customer service that is tailored to their individual needs.

What is Email Marketing Automation?

Email Marketing Automation describes the automation of customer communication via email. It describes the automatic sending of e-mails that are triggered by a certain event or a certain reaction of your customers. With autoresponder e-mails you welcome new newsletter subscribers, reward the loyalty of long-standing customers or react to certain events and activities. Therefore, this type of email is often called trigger email.

Although marketing automation via e-mail has certain similarities with transactional e-mails - they agree that they are event- and behavior-based, the creation takes place once and the dispatch is automated - these are more likely to be assigned to the area of ​​e-mail marketing. In contrast to newsletters, for example, which focus on the one-way communication of news, product presentations and offers, marketing automation focuses on customer dialogue with individual messages. The customers are selected on the basis of already existing data and addressed with a previously defined dialogue path.

In order to send such automated e-mails, the e-mail design, the content, the predefined events and the time of dispatch are defined in the system backend.

There are two types of automated marketing emails: trigger emails and lifecycle emails. Trigger mailings are sent as soon as the recipient carries out a certain, predefined action, such as registration or purchase. Lifecycle mailings, in turn, are sent to the recipient at a predetermined time. This can be, for example, his birthday, a longer interactivity, product survey or an anniversary.

Automated e-mail processes are also single or multi-level. For example, if you send an automatically generated order confirmation to your customers after each order, this is called one-step email automation. If, for example, a whole reactivation or welcome series is involved, a multi-stage automated process is used.

This is how you benefit from automated e-mails

Sending automated emails has numerous advantages. The automated processes save you a lot of time. Since the relevant e-mail campaign only needs to be created once, there is no need to make subsequent adjustments or initiate sending. Instead, you can concentrate on other tasks, such as optimizing your products and developing your company.

Marketing automation also guarantees continuous, seamless communication with your customers, regardless of whether your employees are sick or on vacation. With the help of the segmentation of your lists and the existing data, your marketing automation is target group-specific and adapted to the needs of each customer.

In addition, you react in real time to the behavior of your customers without having to take any action yourself. In this way you ensure that your customers are as well informed and looked after as possible. In this way you create long-term customer loyalty and prevent your customers and e-mail recipients from becoming inactive at an early stage.

Through continuous communication with your customers, you achieve better sales and increase your conversion rates considerably. Your open rates and click rates also benefit from these trigger emails and are much higher than with other types of emails.

Marketing automation basics

There are a few rules to follow when it comes to automated email. To make your trigger email a success, first come up with an email strategy and then move on to the content. Work with personalization and segmentation and optimize your marketing automation with the help of detailed analyzes.

Starting shot: Develop an email strategy

Automation in email marketing should be well thought out so that there are no problems or ambiguities when carrying out the various automated processes. First, get an overview of the various processes and sections that you want to automate. Since multi-level marketing automation in particular is very extensive, it is important to develop a clear structure. Determine exactly which series should be triggered for which event and which specific goal you are pursuing with the respective automated e-mail campaign. Possible goals are:

Then derive appropriate content depending on the type of recipient. The customer life cycle is a good aid here.

Customer Life Cycle

The so-called customer life cycle is used in marketing to assign customers to different phases. This makes it possible to derive current customer needs, to develop individual content and to address these customers in a targeted manner.

In the customer life cycle, automated email communication begins with a user who is interested in your products. Your goal is now with the help of marketing automation to play this person in such a way that he becomes a new customer.

Your new customers in turn receive automated emails that are matched to the customer's first purchase. The content of such e-mails could, for example, be asking for feedback or product recommendations. This increases customer loyalty and your new customers are encouraged to make another purchase and thus develop into existing customers.

The phase of existing customers is the phase in which you want to keep your customers as long as possible. Here you try to strengthen your customer loyalty even further with automated processes. In this phase, for example, send automated thank you notes, birthday or anniversary emails or use the form of marketing automation to operate cross and up-selling.

The last phase in the customer life cycle is the interactive customer phase. The goal is to bring your customers back to life with automated reactivation campaigns and to turn them back into an existing customer.

Stay true to email personalization and segmentation

After you have defined your mailing strategy, we recommend that you carry out extensive segmentation and personalization of your e-mail campaigns. With the help of the customer life cycle, your customers have already been divided into individual segments. Now it is a matter of precisely specifying these segments again. Analyze whether further subgroups can be formed in these segments. The more precisely you segment your customers, the easier it will be for you to personalize your automated emails.

Personalize your content using the demographic, geographic and behavioral data you have already collected. Work with individual approaches and product recommendations. Send birthday e-mails and make sure that your automated e-mails are designed as individually as possible and offer your customers added value.


In addition to personalizing your content, it is also of great importance to preserve your corporate design and a uniform language in your automated e-mail campaign.
Automated emails should bear your signature and give recipients a consistent brand experience. This is how you build trust in your customers and increase your open rates.

With automated e-mails, you can also rely on a responsive design so that your e-mails can also be read on mobile devices. Optimize your content for all email clients in order to avoid problems when displaying the email.

Analyze results

As with all other e-mail campaigns, it is important to carry out regular analyzes in order to identify potential weak points. Optimize these weaknesses and continuously develop your automated e-mail campaigns. By testing several variants such as the dispatch time, the subject or the call-to-action, you will find the most successful version for each segment and thus increase your opening, click and conversion rates.

What types of email marketing automation are there?

Automation in email marketing is very extensive and there are many different processes and thus types of emails that need to be automated. The more automated email campaigns you send, the more time and money you save. In the following we have listed the most popular Marketing Automation.

Welcome email

The welcome email is arguably one of the most popular types of automated emails. This email is often sent only a short time after successful registration on a website or after a newsletter subscription. The aim of the welcome e-mail is to greet the user and to familiarize them step by step with services, products and the company so that they can ultimately make their first purchase.

In addition, the aim of sending welcome emails is to get the user to complete their contact information. This gives you valuable data about your user's interests and enables you to identify at an early stage which special offers and discount campaigns are suitable for this customer.


Transactional emails are also part of the automated processes in email marketing. These are automatically sent to a customer as soon as the customer has made a transaction such as a booking or a purchase. E-mails such as order, payment and shipping confirmations belong to this type of e-mail.

The content and destination of transactional emails are clearly defined. They are primarily intended to convey information about the respective transaction and often contain confidential data and little or no marketing content. By automating your transactional emails, you can react to your customers' transactions in just a few minutes. This is how you build a high level of trust in your customers and increase your reputation.

Reviews & follow up emails

After your customer has made a purchase, it makes sense to send an automated email some time later. Ask your customers to rate the product or service they have purchased. By sending evaluation or follow-up emails, you show that the satisfaction of your customers is important to you and that you value their opinion. This signals trust and appreciation and creates a dialogue on an equal footing.

Use the ratings submitted to uncover weaknesses and make improvements. The data obtained also help you to personalize future campaigns. To motivate your customers to make such a rating, reward them with a voucher code.

Cross & up selling

The potential of automated product recommendations is great. These types of automated emails are often triggered by a purchase, registration, or similar action. By implementing individualized recommendations, you motivate your customers to make follow-up purchases or even to buy higher-quality and higher-priced offers. In this way you increase your sales and bind your customers to your company in the long term.

Date-related emails

Date-related e-mails are automated e-mails that are sent on specific occasions such as an anniversary or birthday. The contents of this type of e-mail are often thanks or congratulations, which are accompanied by a small gift such as a discount code or voucher. The aim is to express appreciation to the customer and thus to strengthen customer loyalty, trust and loyalty. The attached gift will also increase your conversion rates and boost your sales.

Reactivation emails

Reactivation emails are aimed at bringing your inactive customers back to life and using your products and services again. It is important that you determine when a customer is considered inactive. It depends on the natural lifespan of your products and services. Features such as missing logins, no opening and click rates or outdated data from your customers indicate inactivity.

Request automated reactivation e-mails from your customers to update their data, send exclusive offers or discount campaigns and ask your customers why they have not made a purchase from you in a long time. The more you show your customers how important they are to you, the higher the chance that they will return.


It turns out that marketing automation is very effective and offers companies many advantages. However, you should allow yourself enough time when creating automated campaigns. Review all the individual steps your customers are going through, plan them, and tailor the content of every automated email to the needs of your recipients.