In the first part of the mini-series about automated campaigns, you could learn how to look at your customer database and segment it. This is strongly tied to the proper setup of the sending time, i.e. what should occur in order for the campaign to be sent. It does not necessarily have to be time (for example, visiting product xy but not purchasing it). I normally choose the segments based on when I want to send the campaign. And you can find out more about When? below.

Frequency is significant in the context of emailing in general. Not only for automated campaigns, but also for periodic newsletters. If you send it too frequently, customers will not appreciate it. If you don’t send enough, you will most likely not get the full potential of that channel.

Even here, there is no general guide to follow. Data from your customers may teach you a lot. Just take a good look. Always consider it in relation to the campaign’s goal. The following are some scenarios from several fields.

1) Fashion: you’ve added new products from the customer’s favorite category/line/style.

2) Bookstore: the author from whom your customer previously purchased a book has released a new one.

3) Cosmetics: based on the product’s predicted expiration date, they will suggest purchasing it again.

4) Musical instruments: customer looks at acoustic guitars but leaves the website without conversion email with an article: How to choose an acoustic guitar and what to look for.

5) B2B office supplies: you have reduced the price / have a range of products on sale that your client buys on a regular basis (printer papers, toners,…).

6) Necessities for children: automated campaigns based on the child’s age, recommendations for mothers on what would be useful for them at the moment.

Yes, all of these things can be automated. It is sufficient to work well with data, identify appropriate processes, and allow your imagination to run wild.

Remember, that the more campaigns you send (even manual ones like regular newsletters), the more likely it is that one customer may receive more emails from you in a single day. This, however, is not desired. Set the conditions to prevent it from happening, or define when it can.

In theory, it doesn’t always have to be a problem – for example, a customer received an offer (1st email), added items to his cart, which he later abandoned, and you sent him the abandoned cart campaign (2nd email). It is always vital to test the scenario and evaluate how clients react to it and optimize it, if needed.

In the following part you can expect the What? to send to customers a How? it should/might look.

Your Targito team 🎯