Campaign emails – essential, but time-consuming
If you work in e-commerce, you know how important a role campaign emails play in revenue. They are often the backbone of sales activities, seasonal promotions and product launches. But they are also known for being extremely time-consuming to produce – especially when many versions need to be created for different segments.
That is exactly why Mathilde's presentation at Ehandelsdagen hit the mark: she shared her approach to automating campaign emails so the work becomes easier, without compromising relevance and performance.
Why automate campaign emails?
Automation is not about avoiding work – it is about freeing up time so you can focus on strategy and creativity rather than manual processes.
Benefits:
- Time savings: Less manual copy/paste work.
- Scalability: One setup can be reused across campaigns.
- Relevance: Dynamic content elements ensure recipients see the most relevant products.
- Fewer errors: Automated processes reduce the risk of out-of-stock products or incorrect links.
What should you be aware of?
Although the idea of automation sounds simple, it requires some consideration:
- Relevance over spam – automated emails must still meet users' needs and interests.
- Inventory management – the system should be able to handle products going out of stock.
- Timing – ensure sends align with campaign periods and user expectations.
- Segmentation – differentiate messages so users experience value rather than noise.
Lessons from practice
After speaking with Mathilde, it became clear that automation can significantly ease the pressure, but that it requires a well-thought-out process. Many e-commerce brands can achieve great results by combining:
- Dynamic product feeds (so the email updates itself).
- Segmentation based on behaviour and purchase history.
- Automated workflows triggered by campaign start or user interaction.
Conclusion
Automating campaign emails is not just a clever gimmick – it is a necessity for e-commerce brands that want to free up time, minimise errors and maximise revenue.
A big thank you to Mathilde for the inspiration – and a recommendation to everyone working with email marketing: dive into the possibilities of automating your campaign emails. It can be a game changer for both efficiency and the bottom line.
