Once you’ve set up your workflows and you’re ready to start sending automated email, there are a few best practices you should keep in mind before messaging your customers:
Timing – Consider the best time to deploy your message based on the triggering event and the content. If you’re sending a series, be sure to space them in a manner that will help your customers, and not overwhelm them.
Volume – More isn’t always better. While it’s great to send relevant messages to your customers, sending too many messages can turn customers away. Focus on the opportunities that are most meaningful to your customers (and your business).
Testing – Once your automated email is set up, be sure to test (and then test again) to optimise your messaging. Test subject lines, content, CTAs, timing, and even custom metrics that reflect the goal of your email, like upgrades or key page views.
Allow opt-outs – Make sure you provide easy unsubscribe options and email preference management. These will allow you to focus your efforts on engaged users, and it’s better for your brand to provide an elegant, user-friendly opt-out experience than to burn a bridge.
CAN-SPAM and CASL – Since the primary purpose of most automated email is to drive recipients back to your app or website, they’re considered a form of marketing communications. As a result, you’ll need to make sure all automated emails follow CAN-SPAM and CASL laws.