PSPINC CEO Kenichi Uchikura's Blog

Step emails are often confused with newsletters, but they serve entirely different purposes. This time, we will thoroughly explain how to create a scenario for step emails, even for first-time users, and teach you the principles of crafting scenarios, rather than just providing sample texts.

 

Understanding Step Emails

 

How well do you understand step emails? Also known as follow-up emails, they are indispensable in email marketing. While the content of each newsletter is crucial, step emails do not conclude with a single message. Therefore, it is essential to constantly consider the customer's reaction and create a scenario that seamlessly connects to the next email. This time, we will provide plenty of information on the secrets of scenarios, even for those who are thinking about step emails for the first time!

 

 Overview of Step Emails

 

First, let's quickly review what step emails are. Step emails are a form of email marketing where pre-prepared emails are automatically sent to users according to a set schedule. Starting from the day the user registers, step emails can include welcome emails, birthday emails, and more, playing a significant role in maintaining relationships with customers.

 

The main benefits of step emails include:

- Sending emails tailored to each user's needs by timing them with specific dates or user actions.
- Increasing touchpoints with users and enhancing communication.

 

 Differences Between Step Emails and Scenario Emails

 

One email distribution method that is often confused with step emails is "scenario emails." Although they appear similar, they are strictly different. The main difference lies in what triggers the email.

 

- Step Emails: Triggered by a specific date. For example, emails automatically sent one week and two weeks after a user requests materials.

 

- Scenario Emails: Triggered by customer actions. For example, emails sent to users who have viewed a feature page three times or opened an email. Scenario emails allow for more detailed conditions compared to step emails, which are based on specific dates.

 

 Choosing the Right Distribution Method

 

By selecting the appropriate distribution method based on your objectives and use cases, you can enhance the effectiveness of your email distribution. Understanding the differences between these methods is beneficial.

 

 How to Create a Scenario

 

Finally, let's discuss how to create a scenario for step emails. Even if you are distributing step emails for the first time, you can create effective scenarios by keeping the following points in mind:

 

1. Clarify Your Goals: Clearly define what you want to achieve, such as promoting product purchases, educating users, or maintaining relationships.

 

2. Understand the Customer Journey: Understand the process customers go through to become interested in your product or service and create a scenario that follows that process.

 

3. Set Objectives for Each Email: Set specific objectives for each email and create content that aligns with those objectives.

 

4. Encourage Action: Include clear calls to action (CTA) in each email to prompt specific actions.

 

5. Set Timing and Frequency: Establish the timing and frequency of email sends to maintain customer interest.

 

By following these steps, you can maximize the effectiveness of your step emails.