Don’t Give Todd Anderson the Same Desk Set Twice

Imagine that you give permission to a company to send you emails and provide your birthdate expecting that they will use that information to facilitate strengthening the relationship, perhaps with regular birthday greetings or personalized promotions.

Then, the company sends you the same birthday greeting year after year.

This impersonal, disingenuous messaging is the equivalent of a parent giving you the same desk set they gave to you last year. Remember how disappointed Todd Anderson was in Dead Poet’s Society? Don’t be like Todd’s parents.

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Refresh Automated Templates Annually

Refreshing your automation templates annually can have a big impact on your brand’s relationship with your email audience. A yearly update would be helpful for the following emails.

Birthday and Anniversary Emails

Greeting customers on their birthdays or anniversaries (and perhaps sending a freebie or coupon) is good business. It’s even better business to send a different happy birthday or customer anniversary message year-after-year.

By updating them year-after-year, you’re insuring that a loyal, longtime customer is getting something different on every birthday. Will everyone notice? No. Will the people who do notice admire (even subconsciously) that on-brand attention to detail? Absolutely.

Even if it’s the same offer, consider updating the design and the text content of your birthday wishes.

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Strategies for Updating Automated Emails

Follow these recommendations to give your automated emails the attention they deserve without adding unnecessary burdens to your schedule.

Add reminders to your calendar

Schedule reminders (or put them in your email marketing calendar) for reviewing your automated emails and refreshing them if necessary. Maintaining your automated emails shouldn’t take much time—maybe a few hours a year.

Test different copy and images

Automated emails rely on good headlines, quality copy, smart images, and effective call-to-action buttons to accomplish their goal. So for those high-stakes automated emails, like cart abandonment or win-back, it’s great to A/B test different elements to see what brings in the best results.

Add dynamic content

Dynamic content in automated emails will ensure that your emails are constantly updated – providing the best products, segmented recommendations, and targeted cross-sells. You can keep your emails fresh with dynamic content without having to touch them, which is the whole point of automated email marketing.

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