Customer Success Managers are most impactful when they can help the right customers at the right time, but facilitating those interactions can be time-consuming and difficult to scale.
One way that CSMs can regain precious time is to streamline customer communications through automation. Email automation not only helps to scale outreach efforts, but it also allows CSMs to engage with customers in clever ways.
Wondering how email automation could benefit your Customer Success processes?
Let’s explore a few of the automated emails commonly sent by Natero users:
Onboarding provides many opportunities for CSMs to leverage automation.
Automated emails can welcome new customers, present educational resources, and introduce key points of contact in your organization.
Triggered emails can also nudge customers through your onboarding process.
For example, Natero users can automatically send an email to customers who haven’t achieved certain onboarding milestones within a specific timeframe.
Product usage is a leading indicator of success, and it’s important to address a significant drop early and often. Consider evaluating both login trends as well as user activity after they login.
Declines in specific feature usage may warrant automated touch points if those features are key drivers of success with your product.
In the words of Andrew Rhodes: "Acknowledge and celebrate every product usage milestone, since these are close proxies for trust."
Consider using email automation to congratulate your customers when they’ve achieved specific adoption goals with your product.
Celebrating positive milestones helps to reinforce your product’s value and encourages continued adoption.
Have you ever had to scramble because a customer renewal snuck up on you?
Use triggered emails to remind your customers about their upcoming renewal without additional work on your part.
Save even more time by including a link to your calendar (we’re big fans of Calendly) so customers can schedule a meeting with you to jump start the renewal process.
Getting Started with Email Automation
Before you jump right into triggered emails, think about your customer lifecycle and look for opportunities to proactively reach out to your users.
Next, make a list of recurring customer interactions.
Does it make sense to create templates for common messages and automating some of these touch points?
Finally, think about the volume of interactions automation will bring to the table — does it match your desired cadence with customers?
Once you have a game plan, creating email triggers in Natero takes a few short steps:
Step 1: Compose Your Message
Begin by crafting the message you’d like to send. You can create simple text-based emails or build email templates with pixel-perfect designs.
When in doubt, go with a plain email that reflects your personality and gets to the point quickly.
Specify your 'from' address and determine the ‘reply-to’ details for your email. For best results, avoid generic email addresses and use personalization placeholders to autofill customer information.
Step 2: Define Your Recepients
Next, define which contacts should receive your email and when.
At a high-level, you can target your message to any combination of churned accounts, inactive users, CRM contacts, and product users. At a more granular level, you can filter contacts by account segments or user groups.
Rule-based emails let you send perfectly timed emails that are more relevant and get better results. Use Natero's powerful rule-builder to target customers based on behaviors or lifecycle events.
For example, you can create rules to automatically email new customers, or reach out to established users whose usage appears to be waning.
Step 3: Control the Flow
There are no limits to the number of automated emails you can create but you'll want to avoid overwhelming your customers with too many triggered messages. Set options to delay re-sending emails or choose to never send the same message twice.
You can also prioritize the importance of your triggers in case a customer is eligible for more than one concurrent email.
Step 4: Automate With Confidence
Ensure your trigger is ready to go by testing your messages and reviewing your first batch of pending recipients.
Measure Email Performance
Natero provides snapshots of your email performance over time, as well as a day-by-day breakdown of each trigger, including individual recipients, opens, clicks, bounces, unsubscribes, and more.
Customer Success Managers can free up more of their time by automating timely and relevant messages based on actionable customer data.
Are you leveraging email automation for Customer Success?