Tags as triggers in email automation

Combine tagging with THEA, our email automation tool, to always send the right newsletter series to your recipients.
Tags als Trigger in der E-Mail Automation – CleverReach Newsletter Tool

Tags as triggers for sending automated e-mail streams

Target your audience
Send your recipients the content and products that really interest them.

Less effort
You create the tag-based automation route once - your recipients automatically receive content that is relevant to them.

Higher open rate
The better the content is tailored to your recipients, the more successful your newsletters will be.

Benefit from tag-based email marketing automation

Take advantage of tag-based email marketing automation and create newsletter routes to your recipients! With tag-triggered email marketing automation, pinning a tag starts the automation chain - so the recipient usually triggers it themselves. It doesn't get any better coordinated than this!

What does TAG or tagging mean?

The meaning of TAGs translates to "label", in the context of email marketing it also fits "keyword". Tagging means that your recipients are automatically tagged with a keyword when they respond to something. Assuming you have one or more links set up that way in your newsletter, clicking on those links will be "translated" into TAGs. The recipient gets these TAGs pinned to their recipient record. Through tagging you get to know your recipients better and better: The more TAGs attached to a recipient record, the more you know about their interests.

Advantages of tags in email marketing automation

Advantage: You set up TAG-triggered automation once and can be sure that your recipient will be reliably supplied with the right e-mails from now on; after all, they triggered the e-mail sequence themselves through their clicking behavior. With TAG-triggered email automation, they always receive the appropriate and thus relevant information - and you can look forward to high open rates.

Set up tag-based email marketing automation

The automation can be set individually:

  • You decide through which TAG the automation route starts.
  • You can define the waiting time until the first newsletter and between the individual emails of the newsletter route differently.
  • You are also completely free to design the content.

You can create TAG-based e-mail automation routes both as simple automation or in the extended workflow. TAGs can be assigned in different ways:

  • Automatically via interfaces, for example, after a newsletter signup or purchase.
  • By the click behavior on links in mailings, for this purpose links are assigned TAGs. You can find out more about this in this Help Center article: "Assigning TAGs by clicks in mailings".
  • Manually in records by adding individual TAGs to individual recipient records. You can pin a TAG to a recipient using the Modify Data module.
  • TAGs can also be added to the recipient via REST API.

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How tag triggers work in the CleverReach Automation Center

This is how tags are set - and this is important to know about it

1. Option: Automatic tagging

When using some of our store interfaces, TAGs are automatically transferred, for example after a purchase, a page view or after a newsletter subscription. Each visit, purchase or signup results in a new TAG - and adding the TAG starts an email automation after the specified waiting time.

  • Newsletter signup example
    As soon as the new subscriber has successfully signed up for the newsletter, he is transferred to the CleverReach® recipient group as a new "recipient" and automatically receives the corresponding TAG (for example, "newsletter recipient"). This triggers the automation.

TIP: The welcome newsletter should not be left waiting too long, because directly after the double opt-in, the opening rates are particularly high, after all, your recipient has just explicitly said "yes" to your newsletter. In this situation, every e-mail with information or news is highly welcome. Take advantage of this and prepare a multi-stage newsletter campaign to welcome them.

  • Example purchase of goods in your online store
    When a customer finds what he is looking for in your store and successfully completes the purchase, he automatically receives a TAG (e.g. "Buyer"), whereupon you can entice him with the next offers - also quite automatically.

TIP: Upselling! For example, if a recipient buys new shoes from your store, you can send them matching offers by e-mail, in this case shoe care or cleaning products.

2. Possibility: manual assignment of TAGs

TAGs can also be assigned manually in newsletters. For this purpose, TAGs are additionally assigned for individual links, images or buttons. If a recipient now clicks on such a link, he or she automatically receives the corresponding TAG - which can then in turn start an automation. For more information on assigning TAGs in mailings, read the Help Center article Assigning TAGs by Clicks in Mailings .

  • Example: Click on tagged link in store newsletter
    At the beginning of the new season, your newsletter subscribers receive emails presenting new items from your online store. The corresponding product images are not only linked but also TAGged. Interested customers not only land on the respective page of your online store with one click, but at the same time a corresponding TAG is assigned to your recipient's data record. As a result, the recipient's click behavior triggers the automation path, and at the same time you can send newsletters tailored to their interests.

TIP: After a waiting period of a few days to a few weeks, remind him of products he was interested in but did not buy.

ATTENTION: If he has bought the product in the meantime, then the automation chain that encourages him to buy should end. You can also set this with TAGs. You can read all the steps in this Help Center article: "Exclude that a recipient receives a THEA mail more than once ".

3. Trigger automation chain

Tags als Trigger in der E-Mail Automation – CleverReach Newsletter Tool

If a TAG is added to a recipient record, this is the trigger that triggers the previously created automation chain. Now CleverReach sends the corresponding email campaign. In the case of newsletter registration, it makes sense to start with a welcome email in which the new newsletter recipient is greeted and, for example, receives his or her welcome voucher. Later, further e-mails can follow at predefined intervals, for example with information only for newsletter subscribers.

4. Important things to know about triggering

Tags als Trigger in der E-Mail Automation – CleverReach Newsletter Tool

The tag trigger only triggers under certain conditions:

  • when a new tag is set: if the tag already exists, the chain is not triggered. It does not matter whether the tag is set automatically (via REST API) or manually.
  • only for single recipients: if automatically (via REST API) multiple recipients are transferred at the same time (in a so-called REST call), the trigger will NOT fire for security reasons. Otherwise, all recipients would fall into the respective chain during the initial import via interface. The consequence: even long-time newsletter subscribers would be sent the welcome section again.
  • The tag function is exclusively intended for targeting individual recipients.
  • Tags must be transferred automatically (via REST interface) via the respective Group function.
  • There is also a function for setting tags in the receiver area, but it does not work (deliberately!) because there is no group assignment here.

5. Tips for your tag triggered welcome section for your online store

  • The welcome section should not differ in appearance and content from the subsequent regular newsletters and should match the brand world of the store.
  • Be sure to use the personal address of your recipients to increase the relevance of your newsletters. This is how you, as an online retailer, build a personal relationship with your recipients, comparable to a store owner shaking hands to welcome a new customer to the store.
  • Have the company owner or real employees greet your new subscriber, with text and imagery that matches the store. Of course, these senders can then actually be contacted by the customer and are not unreachable by a "Noreply" email address.
  • In order to be able to make increasingly suitable offers to your customers, it is helpful to get to know them better and better. Incorporate a few simple questions into your welcome section, such as their birthday or where they live.
  • Conversely, help them to get to know you and your offer better and better. The welcome section is also ideal for this. For example, communicate shipping costs or return conditions and point out special services.

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