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.
How does it work?
The following is how email marketing automation works:
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 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 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)
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 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.