While the term “email trailing” may sound simple, its role in marketing is more complex and plays a significant part in email communication strategies. Email trailing refers to the practice of keeping track of previous email correspondence within a thread. In marketing, this concept has evolved beyond mere functionality into an effective tool for nurturing leads, improving customer support, and enhancing overall communication with clients and customers.
In this article, we’ll explore what email trailing is, how it’s used in marketing, its different types, and real-life examples. By the end, you’ll understand how to use this practice to streamline your email strategy and improve engagement.
Definition of email trailing in marketing
Email trailing is the process of including previous messages in a current email conversation, effectively creating a thread of communication. It allows the recipient to see the entire history of email exchanges, ensuring that the context of the conversation is maintained. This includes replies, forwards, and any other relevant communication that has occurred within the email chain.
In marketing, email trailing refers specifically to the use of this technique to keep prospects or customers informed about the history of interactions between your brand and the individual. For example, if you’ve had a series of emails with a potential customer discussing a product, email trailing allows you to include the entire conversation in one email, so the prospect doesn't have to search for previous exchanges.
This method is widely used in customer service, lead nurturing, and follow-ups. Email trails make it easier to provide context and ensure continuity in communication, which helps brands foster stronger relationships with their customers and prospects.
How is email trailing used in marketing?
In marketing, email trailing can be an incredibly powerful tool when used strategically. Here’s how it’s commonly applied:
1. Lead nurturing
Email trailing plays a vital role in lead-nurturing campaigns. When you're engaging with potential customers who may require multiple touchpoints before converting, email threads help keep your communication seamless. By including previous interactions, you remind the recipient of past discussions, offers, or interests, making it easier to pick up where the conversation left off. For instance, if you’ve previously discussed a product feature in an earlier email, including the email chain helps the recipient recall the specifics without having to ask again.
2. Customer support
Email trails are also essential in customer support. If a customer contacts your brand with an issue or question, the response they receive should include the entire history of the interaction. This way, they don’t have to repeat themselves, and your customer support team can quickly understand the problem and address it effectively. A good email trail will show previous support tickets, their resolutions, and any other relevant communication, which leads to a more efficient and professional customer experience.
3. Follow-up emails
In marketing, follow-up emails are an important part of staying engaged with leads. Rather than sending a generic email, email trails allow you to personalize your follow-up, showing the prospect that you’re aware of their previous interactions. This makes your message feel more tailored and relevant, increasing the likelihood of a response. For example, a follow-up email after a webinar might include the initial invitation email, reminders, and any other related communication to jog the recipient’s memory.
4. Transactional emails
Email trailing can also be used in transactional emails, such as order confirmations, invoices, or shipping notifications. Including the email thread within these messages provides context for both the brand and the customer. For example, an email confirming an order can include a trail showing the product selections, pricing, and any previous questions or changes made by the customer.
5. Internal team communication
For marketing teams managing multiple projects and campaigns, email trailing can serve as a helpful tool for internal communication. Team members can refer back to previous email discussions related to a specific project without the need to search through individual messages. This ensures everyone is on the same page and can quickly reference any key decisions or discussions that have taken place.
Types of email trailing in marketing
There are several variations of email trailing in marketing. The type you choose to use will depend on your goals and the nature of your communication. Below are some of the most common types:
1. Standard email threading
The most common type of email trailing is simply including the previous emails in a conversation. This includes the original email, responses, and any other communication that has occurred between the sender and recipient. It provides a clear, chronological record of the conversation and allows both parties to quickly catch up on the discussion. In marketing, this type of trailing is helpful for ongoing conversations, such as those with leads or clients.
2. Email with key highlights
This type of email trailing takes a more curated approach. Instead of including the entire email thread, the sender highlights the most important points or previous interactions within the body of the email. This method is useful when the email chain is long or includes unnecessary information. The key highlights approach allows the marketer to focus on the critical elements, making the communication clearer and more concise.
3. Personalized email trail
A personalized email trail takes the standard email threading one step further by customizing the trail for the recipient. It might include personalized notes or comments that refer directly to the recipient’s actions or interests. For example, in a B2B context, you might reference specific product features a customer expressed interest in during previous conversations. This creates a sense of individualized attention and can significantly increase engagement.
4. Single-step follow-up
A single-step follow-up email contains only one prior email or a specific part of the conversation that is directly relevant to the next steps. It’s useful when the marketing goal is to close the sale or move the customer forward in the decision-making process. For example, after a product demo, an email might include just the product features discussed, accompanied by a clear call-to-action (CTA), such as a link to schedule a trial or purchase the product.
5. Long-form email thread
A long-form email thread contains every communication in the entire chain, often including multiple emails and responses from the sender and recipient. While this approach provides a complete history, it can become overwhelming for the recipient if the thread is too long. It is most effective when dealing with ongoing projects or complex customer support issues, where understanding the full context is crucial.
Examples of email trailing in marketing
Here are a few real-life examples of how email trailing can be effectively used in marketing:
Example 1: Lead nurturing for a SaaS product
You are a SaaS company offering a project management tool. After an initial product demo, you send a follow-up email with an email trail that includes the original demo invite and the email containing a list of features discussed. In your follow-up, you reference a key feature the lead showed interest in and encourage them to try a free trial.
Subject line: Following Up on Our Demo: Try Our Free Trial Today
Email Body:
Hi [Recipient’s Name],
Thanks again for joining our product demo earlier this week. As promised, I’ve included the details of the demo in this email thread for easy reference. I wanted to follow up to highlight one feature you seemed particularly interested in: our task automation tools. Here’s a link to start a free trial and explore that feature further. I’m confident it will improve your team’s productivity.
Looking forward to hearing your thoughts!
Best,
[Your Name]
Example 2: Customer support for an eCommerce brand
A customer contacts your support team about an issue with their recent order. You reply with an email that includes the entire chain of communication, from the original inquiry to the previous responses. This ensures the customer has all the context and can quickly see what has been addressed, reducing any confusion.
Subject line: Re: Issue with Recent Order
Email Body:
Hi [Customer’s Name],
Thank you for reaching out! I’ve included our full conversation below to ensure we have everything covered. I’ve gone ahead and processed your refund as per our previous discussion, and you should see the amount credited to your account within 3-5 business days. If you have any further questions or concerns, please feel free to reply to this email.
Best regards,
[Support Agent Name]
Example 3: Transactional email for an online retailer
An eCommerce company sends a transactional email confirming a customer’s purchase, and the email includes a trailing thread with the customer’s previous communication about the product. This helps the customer easily review the order and any related discussions.
Subject line: Your Order Confirmation: [Order Number]
Email Body:
Hi [Customer’s Name],
Thank you for your purchase! We’ve confirmed your order [Order Number] for the [Product Name]. Below is a summary of our previous email conversation about this item:
[Email Thread]
We’ll notify you once your item ships.
Best,
[Your eCommerce Team]
Wrapping up
Email trailing is a simple but powerful strategy that can enhance communication in email marketing. It helps marketers maintain continuity, personalize interactions, and provide context for prospects and customers. By using email trails effectively in lead nurturing, customer support, and transactional communications, businesses can improve engagement, reduce friction, and build stronger customer relationships.
Whether you use standard email threading, a curated approach, or a personalized trail, email trailing should be seen as an essential part of your overall email marketing strategy. It ensures clarity, continuity, and a more effective communication experience for both you and your recipients.