Looking closer into the data, we noticed that Twitter users became long term loyalists when they achieved a certain number of mutual follows. I advise every company to start by creating a map, because without understanding how your users interact with your product or website, you really have no idea how to communicate with them using email. Customers will not immediately tell you their entire life history without first getting to know more about your business and what you plan to do with their delicate personal information. You can just ask for an email address with a simple pop up when a person visits your website. People say marketing automation isn’t personal and ruins your brand reputation with robot-like communication. To stimulate revenue, set up browse abandonment or shopping cart abandonment campaigns; an email with a summary of the items they looked at during their browsing session or left behind in their cart can remind customers to complete a purchase. Rocksbox is like a “Netflix for jewelry” that’s using marketing automation in a very special way. You don’t need a reason to call grandma, but you should have a reason for sending an email to your subscribers. Memebox is an online Korean beauty market that re-engages lapsed users on a monthly basis with an offer for 15 percent off. When designing your re-engagement campaigns, be sure to keep two things in mind: what are the signs of a lapsed user and what can you offer to bring them back? Dot & Bo, a home furnishings ecommerce company, is constantly experimenting with their email campaigns. This attitude that “nothing is ever perfect!” is what has helped Dot & Bo to continuously grow both their subscriber base and their email revenue. We were tasked with building something that could turn new signup users into die-hard Tweeters.
As a result, we developed a series of emails that would encourage users to find their friends on Twitter and suggested other users to follow.

But, the best companies give something valuable or fun in exchange for someone’s email address. I’m going to argue that it actually makes your communication more personal because it can be used to send messages based on individual behavior. Event-based marketing automation can be used in every part of that map to encourage customers to do exactly what you want.
For current customers, use marketing automation to send post-purchase surveys to help gather feedback and improve your product.
Promotional blasts are the bread and butter of ecommerce companies, and I’m not saying they’re a bad practice, since they do generate revenue. Every Friday, the food delivery website sends out an email with a $2 off coupon to their users. Perhaps they haven’t logged in for some time or they haven’t opened or clicked any your emails in over 90 days. In the past year they’ve tested and tweaked the sequence and content of their new user welcome series emails.
While it may be a tougher marketing channel to master, if you keep these six rules in mind, you’ll be on your way to successfully growth hacking the inbox. Because it’s the easiest way to reach people, considering that  85 percent of the world and 91 percent of the US have an email address and check their inboxes daily.
The email below was sent every 4-7 days to a user until they hit the critical number of mutual follows.
Once you uncover the sweet spot, use email as your secret weapon to push users towards that inflection point, whether it’s becoming a core user or a recurring customer. Besides, how are you supposed to create highly personalized email campaigns without any data on a user? For example, Pinrose, a company that sells unique perfumes, designed a multimedia scent personality quiz for website visitors.

A welcome email series can activate new users and teach them about your business and how to get the most out of your product. Then, users ship back their box whenever they want to receive a new set, allowing them to access unlimited pieces of jewelry.
But, before you send another marketing campaign, you should always ask yourself, “Will my customers care?” The answer of course should always be, “Yes!”. Their highly effective re-engagement campaigns receive open rates that range from 28-37 percent and earns about $0.12 per email.
It’s also the digital marketing workhorse that generates the highest ROI, outperforming social media and even direct mail! Before you start pushing sign up forms with 20 form fields to all of your website visitors, you must first understand that customer intelligence should be built over time. If a box hasn’t been returned after 60 days, Rocksbox sends a reminder email asking the customer if they’d like to switch up their set. Every line of text in their emails, down to the fine legal print is hilarious and a complete joy to read. A good marketer recognizes the signs of churning and targets those users with the perfect message to bring them back. After reviewing thousands of email campaigns as the CEO of an email marketing company, I’ve come up with these six indispensable rules for building a killer email program. It’s a friendly way to nudge customers to exchange their current jewelry set for a new one. Even if you love to cook, wear pants and avoid delivery at all costs, I still suggest you sign up for their emails because they are just that good.

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