How does email marketing automation work?

Working smarter, not harder, is the way to go. Email marketing automation is based on this notion. Email marketing has managed to brave the ravages of time and is here with a never-seen-before advancement. What is email marketing automation, and how does it work? Email marketing automation is a method for sending emails automatically depending on subscriber activity. This is to make them more personalised, timely, and compelling.

Types Of Email Marketing: 10 Emails You Should Be Sending

How does it work?

The following is how email marketing automation works:

Workflows:

Workflows are used to map out the many paths that your email marketing automation initiatives will take. Someone who receives a promotional email and clicks on a product link but does not make a purchase, for example, may be included in a process designed to nurture such readers.

Triggers:

Triggers are used to specify when an automated email should be sent. When someone subscribes to your newsletter, for example, you could send them a welcome email that expresses gratitude and explains what they can anticipate from it.

Subscriber data:

Subscriber data allows you to personalise emails by including subscriber information. In automated emails, you may, for example, address a subscriber by their first name. You may also leverage a user’s previous purchases to produce product recommendations automatically.
Your company may produce successful automated emails using these three elements.

Who is a good candidate for email marketing automation?

Email marketing automation can be used by anyone, including:

  • Companies that sell to other businesses (B2B)
  • Companies that sell to consumers (B2C)
  • Bloggers
  • Publishers

You can construct automated workflows and triggers to provide a tailored experience for your subscribers regardless of your sector. Whether you want to attract leads, improve foot traffic, increase engagement, or drive sales, automated emails can help you accomplish your objectives.

Applications of email marketing automation:

Email marketing automation can be used by businesses like yours for a variety of emails, including:

  • Emails of welcome
  • About shopping cart abandonment
  • Requesting review or feedback
  • Recommending products or services
  • Emails that promote products, events, or webinars
  • Emails of re-engagement
  • From RSS feeds
  • For birthdays and anniversaries
  • Email newsletters

The more information your company has about an email subscriber, the more you can personalise their experience. Increased personalization allows you to create a better, more persuasive experience, which can lead to meeting your engagement, lead, and sales goals.

Subscribe to various newsletters from B2C and B2B companies if you’re looking for more email marketing automation ideas. Examine how they use what they know about you, from how you browsed their website to what you bought, to create tailored email communications.

Then, apply what you’ve learned to your email.

Why should you use email marketing automation?

Email remains one of the most effective lead generation and sales channels. Marketers have reported a return on investment (ROI) of more than $44 for every $1 spent on email.

However, achieving this ROI is more complicated than simply sending out a monthly newsletter or announcing your latest sales.

To get the most out of your email campaigns, send content that is relevant to your subscribers’ interests on a regular basis. You can accomplish this by automating your campaigns.

Promotes personalisation and tailoring:

Automated campaigns allow you to send emails to your audience based on factors such as when they joined your list, whether they opened previous emails, and what they did on your site.

Increase email open rates:

As a result, automated emails outperform regular emails by 70.5 per cent.

If you’ve ever worked on an email campaign, you know how difficult it is to increase open rates. Simply increasing the number of people who open and read your email content may make it worthwhile to automate your campaigns.

Boost email conversion rates:

However, the benefits aren’t limited to email metrics; companies that use automation earn 53 per cent more conversions and see an average 34 per cent increase in revenue.

Conversions and revenue are the two most important goals of any marketing campaign, regardless of your business model. Given that email automation improves both, it’s easy to see why so many businesses use it.

What factors should you consider when selecting an email marketing automation platform?

The first step in launching automated email campaigns is deciding which platform to use.

If your current email provider offers this feature, sticking with them is the simplest option.

If not, you’ll need to look into your options and choose the platform that best fits your company’s needs and goals.

However, as you research your options, you should keep the following in mind:

Drip marketing campaigns:

Creating drip email campaigns for your subscribers is the simplest way to start with email marketing automation. These campaigns include a series of pre-written emails that are sent to subscribers based on their signup date.

So, if a site visitor provides you with their email address on a page about a service you provide, you could add them to a drip campaign about that service. This campaign could send them emails one day, one week, three weeks, and five weeks after they sign up. Each email could contain data.

The first emails in drip campaigns contain top-of-funnel content, such as general company information or links to other resources on your site. The subsequent emails provide more detailed information about specific products and services, as well as compelling calls to action that encourage conversions.

The primary goal of drip campaigns is to stay in touch with your new leads and provide them with information that will encourage them to become customers.

Triggered emails:

Triggered emails should be sent in response to specific actions on your site, unlike drip campaigns, where the content is pre-determined before a user even signs up for your list. Shopping cart abandonment emails are a prime example of this. Send these emails when a user visits an e-commerce site, adds something to their shopping cart, and then leaves the site without completing the purchase, as the name implies. These emails remind users of a specific product they want and make it simple for them to buy it.

Triggered emails like these are beneficial to businesses of all sizes. In fact, they can boost conversions by up to 50%.

Of course, for businesses other than e-commerce, the shopping cart abandonment strategy will not work, but the same basic principle is easy to apply to many on-site actions.

Email triggers for B2B companies could include visiting a specific service page, downloading a free guide, watching a video, or using an interactive tool such as a quote calculator. All of these actions indicate that a visitor is engaging with your site, which allows you to follow up with additional information that will entice them to convert.

Campaigns for lead nurturing:

Lead nurture campaigns are the most advanced type of email marketing automation available today.

While drip campaigns have the advantage of keeping in touch with a subscriber on a regular basis, lead nurture campaigns combine the two. No two leads follow the same path to becoming a customer or client and leading nurturing campaigns account for this. They enable you to send emails based on a strategic distribution schedule that takes into account both time and user behaviour.

So, if a subscriber consistently opens all of your emails but only clicks links related to a specific service, you could tailor your future communication with them by only sending emails about that service.

However, if one of your subscribers rarely opens your emails and never clicks the links in them, you could send them an email asking them to update their subscription preferences. This allows you to provide relevant information to each of your subscribers on a consistent basis and tailor your content to their specific needs.

You can be confident that your company is getting the best possible results from your campaign if you provide the best possible email experience for each of them.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

B2B vs B2C Marketing

How often have you heard the term B2B marketing and B2C marketing? This is jargon popular among marketers. However, the marketing industry has witnessed a boom over the years and so the terms have become common even among the masses.

This means many of you might be familiar with what the terms stand for. B2B is short for business-to-business. Whereas B2C refers to business-to-consumer. All business marketing can be considered either of the two. But what exactly are they?

B2B Marketing

The full form of B2B, i.e., business-to-business is self-explanatory. A business deals with another business instead of daily customers. This means that marketers have to target individuals or teams who make purchases on behalf of their organisations.

For example, a marketing software service that sells marketing tools like SEO, content strategy, etc. to the marketing department of a company.

B2C Marketing

B2C Marketing includes businesses that provide solutions to consumers. This means they sell their products or services directly to individuals for personal use. This calls for marketers to centre their marketing strategies and campaigns around an average customer in the market.

An example of this can be a retail store of a brand.

Why should you know the difference between B2B and B2C Marketing?
Image Source: Cosmetic Business

The two can also intersect like a stationery company that sells stationery to both another company and customers. Additionally, there are many similarities between the two. However, they serve different people and this leads to key differences in marketing. Let’s find out the differences:

B2B Marketing vs B2C Marketing

Buying Cycle

The difference in who you are selling your solutions to lets to a complete change in the buying cycle. An individual making decisions for himself will require a short time. Hence, B2C buying cycles are short.

On the other hand, B2B buying cycles involve many decision-makers. Employees of a company have to make sure that they make a valuable purchase for their organisation. Consequently, making their buying cycle longer.

Hence, marketers need to be aware of their buying cycle and plan their marketing strategy with respect to the same.

B2B – Work for the longer run

For this, it’s important to remember that it takes time as you sell the product to an organisation. Hence, many people have to be satisfied at every step.

This demands B2B marketers to plan a more personalised and multi-marketing plan for every organisation. Additionally, marketers should research how their solutions can be useful for the company to meet its goals. Learning about the company’s procurement process should also be a marketer’s aim.

Moreover, working with other businesses means working for months and years, so a marketer should be prepared for a longer run.

B2C – Strategise and keep it short

Consumers are aware of their needs. Considering they are making the purchase for themselves, they spend a short time making the decision. This means B2C marketers should do the following:

  • Make your ad copy short and strategically include your message.
  • Make sure you have a great SEO, so you top the search engine results.
  • Don’t make your marketing strategy boring or lengthy.

The basic aim here should be to avoid distractions and quickly motivate the customer to make the purchase.

Correct Communication

Communication plays an integral role in business. Adopting the right practices of communication can determine the final growth of your business. Sometimes the official language of communication needs to be formal. Whereas other times a more relaxed tone needs to be adopted. A change in tone can severely impact the message delivered.

B2B – Focus on the Return on Investment (ROI)

B2B marketers deal with other businesses which means they need to act rationally. But for the most part, their aim should be to influence stakeholders into believing that the purchase will be a profitable investment. Hence, their content is focused on delivering ROI.

For this, marketers should create content that emphasises how your business provides solutions that give a high return on investment. Additionally, case studies can be a great way to highlight your product or service’s strengths. Short videos and blogs can also be an effective way to promote the same.

Moreover, B2B marketers should concentrate on proving the superiority of their product or service and their ability to deliver high ROI.

B2C – Make it casual and simple

Communication with customers needs to be casual and relatable because they should not feel that you are trying hard. Instead, a casual approach that highlights the benefits of the product or services is favourable.  Additionally, make sure that you don’t use technical words or trendy slang that will make comprehending the message difficult.

Along with this, make the marketing humorous, which will allow customers to develop a personal liking towards your brand.

Content and Advertising

Considering the difference between B2B and B2C, the content and marketing for both should also be different.

B2B – Be informative

While marketing products or services to businesses, the key is to list the ways it can improve their lives. For example, you can tell them the time or cost saved with your product. In addition to this, a demo can allow you to show how your products fulfil your claims and promises.

Make sure your company prepares detailed informative articles and blogs related to your product or service. Besides this, webinars or reports can also allow you to engage the audience.

B2C – Focus on entertaining

As mentioned earlier, consumers know what they want so the marketing for them needs to be quick.

Why should you know the difference between B2B and B2C Marketing?
Source: Facebook

In order to hold their attention, B2B marketers should deliver the message in a more fun and entertaining way. However, a brand builds trust by being consistent so focus on creating familiarity for them.

Summing Up

B2B Marketing and B2C Marketing have significant differences. This should make marketers adopt different approaches to deliver impressive results. They should be aware of how catering a business is different from catering to a consumer.

Creating efficient marketing strategies is the key to growth in the modern business world. We at Shaktiki, focus on instilling this growth. So, Get in Touch with Us for getting the best marketing solutions.