Automatically generated email messages are often used in email marketing. A subcription for a mailing list triggers an automated message. The fact that it’s your birthday is enough to receive an automated message in your inbox.
But these types of messages offer you a lot more possibilities. You can play with the content, but you can also play around with the starting point of your automation. Let’s have a look at a clothing store as a case. The starting point of an autoresponder is often an action of a contact, when he visits a website or clicks on a call to action in an email message. These are actions that are easily detectable en controllable.
But we can also look for triggers for an automated email action in real life. The only condition is that you can link your contact with an email address at that exact moment. Almost every clothing store, even local shops, have a customer loyalty card or a customer registration system. So at the cash register you can connect the dots: the customer, the email address and the purchase. It would be fun to receive a thank you message for your purchase when you arrive home.
This is just a standard email message. But you can take it up a notch. Turn your thank you message into an experience. Don’t just say “thank you”, because the shop-assistant already said that in the store. No, wish them good luck with their purchase. Also tell them what he or she purchased to make it more personal. And as a clothing store, you can also include the washing instructions. And while you’re add it, why not entice the inner fashionista of your contact with your email message? The item that you just purchased goes extremely well with …
New starting point
You’re creating an extra service for your customer. You’re creating an experience that shows that your store isn’t putting the focus on making the sale. The service element goes further than just the shop-assistant offering advice outside the fitting room. And of course you can promote extra items with your advise. Make sure your proposed items are clickable. That way you can create a new conversion. This technique is applicable for every business or sector with a point of sale!