Every decent email marketing platform offers the possibility to automatically send triggered messages. It’s a great way to boost your conversion. But as always, don’t overdo it.
And they are more than willing to let a computer generate messages. In certain aspects of email marketing this tactic is very useful. If someone orders in your e-shop, the confirmation of his order doesn’t have to be a personal message. It is a technical message. With clever use of the contact variables, your customer won’t even notice that you didn’t type every email yourself.
With automated birthday cards, you’re entering the danger zone. A lot of people have a photographic memory. They will immediately notice if the card they received is the same as the one they got last year. If you’re not paying attention, your contacts will get the attitude: “they aren’t serious, but let’s see if they changed the image this year”. That’s not an image to be proud of. If you really want to send automated birthday wishes, you better change the message from time to time, or you let a computer generate a random combination of images and copy.
Boring, dreadful, spambox
But it can get worse. You program your email platform to send emails to your contacts at regular intervals. If the man or the woman in question bought product A, you can use the autoresponders to build on this base. If you’re doing this week after week, your contact will notice something is going on. Especially when after buying product B, he or she receives the exact same message as for product Sending the exact same email, but with another variable, is deadly. Once the receiver feels that a robot is speaking to him instead of the warm honeyed voice of an e-marketer, then the spambox isn’t far away!