Email automation

Use predefined rules to trigger emails and personalize your messages based on actions customers take or don't take, using marketing automation or messaging software. This includes automation of welcome emails sent when a customer signs up for a mailing list, recommendations of similar products after a user has purchased from your site, or a quick reminder when a customer places a product in his basket without finalizing the purchase. Email automation is all about eliminating repetitive tasks to free up time for other useful tasks, like answering customer questions. It can help customers learn more about your brand, encourage them to return, or remind them why they bought from you in the first place.

As a marketer or business owner, you need to stay connected to your customers. Email automation is a powerful marketing automation tool, which allows you, using automated workflows, to send the right message to the right people at the right time, which is extremely effective in building loyalty. leads and ultimately drive sales to potential and current customers.

What is Email Automation?

Email automation is a way to create emails that reach the right people with the right message at the right time, without repeating the same task each time, by sending automated messages with an email automation tool. marketing automation.

When you link your website analytics with your email marketing platform, you can target people based on their behavior, preferences, and previous sales. You can then personalize each customer's experience and increase the relevance of your automated campaigns.

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The Benefits of Email Automation

Email automation allows you to:

1. Personalize your customers' experience.

Research confirms what most marketers already know: customers love personalization.

90% of consumers find personalized content very or somewhat appealing.

91% of consumers are more likely to support businesses that provide personalized recommendations and offers.

A recent experiment found that when visitors knew an ad was based on their activity on the site, their click-through rate increased by 11% and product revenue increased by 38%.

In 2019, 72% of customers only responded to marketing messages that targeted their areas of interest.

The primary type of personalization experience marketers use is email.

With email automation, you can even create a series of automated emails to help you grow your business and customer relationships. This will improve the effectiveness of email marketing as a marketing channel through the sales funnel.

2. Get the most out of your marketing team.

Automation is changing the way all kinds of teams operate. According to a 2017 survey of information professionals, respondents said they believe email marketing automation can improve employee productivity:

69% of respondents said automation could help reduce wasted time.

59% said they could save at least 6 hours a week if the repetitive aspects of their job were automated.

72% said they would use the time saved to focus on higher value work.

For email marketing teams, for example, this can mean less time spent manually compiling email lists and scheduling messages. Instead, team members could use that time to focus on other important tasks, like deepening the customer relationship.

Bottom line: With automation, you get more done, and that extra productivity has greater added value.

3. Improve customer retention rate.

It is much easier and more profitable to sell to an existing customer than to convert a new one. And what's more, automation allows you to stay in touch better than ever before. Plan your messages so that your customers don't go too long without news, and make sure the content is relevant to maximize its impact.

An email that reads "Hello, we haven't heard from you in a long time. Come visit us!" is likely to end up in the trash. Compare it to this one:

"Dear Joe, we haven't heard from you in a while, and wanted to make sure you heard about our latest offer. A new printer model matching the one you purchased parts for is out, 20% off! Come check it out."

Here's an example of a message that fills a need and is more likely to bring a customer back.

4. Make your marketing strategy scalable.

When you manually send a series of emails, the size of your team limits the number of customers you can reach. Would you be able to stay on schedule if your customer base suddenly doubled in size? What would happen if it tripled?

When you send automated emails, you boost your email marketing efforts. When you set up your platform to send a message whenever someone signs up for your mailing list through a custom form, you don't need to ensure that a member of the staff is available to take care of it. Check out more tips on email marketing campaigns for more inspiration.

With email automation, customers are automatically onboarded into your system as soon as they perform any of the actions you track. Their behavior tells your system what messages to send them next, without any further strain on your limited resources.

Use email automation to grow your business

In email automation, a trigger is a specific date, event, or contact activity that tells your system to send a related message. You can choose triggers and triggered messages based on your contact's journey.

Here are some examples to get you started:

Trigger: new subscriber

Email: "Welcome!"

Even if your website is an e-commerce store, many of your new visitors won't be ready to make a purchase. If you pique their interest with a "Subscribe Now" button, what should you do with an email once you have it?

Welcome emails have become like thank you notes after a job interview. There's no rule that requires you to send them, but if you don't, people notice:

74% of internet users expect to receive a welcome email when they subscribe to a mailing list.

Welcome messages are four times more read and receive five times more clicks than standard marketing emails.

They generate up to 320% more revenue per email than other promotional messages.

When you get a new follower, following up with a warm greeting can help you turn new leads into customers without the extra effort.

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Trigger: shopping cart abandonment

Email: "Forgot something?"

It only takes one click to add an item to the cart, but completing the purchase process requires more steps. Around 70% of e-commerce visitors abandon their shopping cart for many reasons, including shipping costs that are too high, the need to open an account, or concerns about site security.

Abandoned cart emails can help you recover sales. Once you know your audience and craft a timely and clear email, you can begin to re-engage your visitors.

Trigger: new products or promotions

Email: "Something special for you!"

If you tell every customer about all new product releases, upgrades, or promotions, your messaging may start to lose its effectiveness.

Email automation helps you avoid this trap because it allows you to advertise products to particular customers based on their interests. In fact, if you include personalized recommendations in your email campaign, you can increase sales per email open by an average of 150%.

Increase the efficiency of email automation

Here are some tips to help you execute your new automated email strategy as smoothly as possible:

1. Follow the responses to gather more information.

Every time you send an automated email, you have the opportunity to get key information from each customer. You can find out if the person:

Open the email

Click to go to your site

Use an offer

Buy a suggested product

Continues to crawl your site once she is on it

When targeting your automated emails, everything you learn about your visitors can guide your next step. If your recipients aren't opening your discount emails or clicking on your recommendations, try a different tactic.

2. Offer strategic discounts.

The high cost of shipping is one of the main reasons people abandon their shopping cart.

You can't waive shipping or lower your prices, but you can send coupons or promo codes to entice reluctant customers to complete their purchase. It can become an effective strategy, but make sure you don't overdo it. If you offer too many discounts, your customers might expect to receive them more often.

3. Create automated drip campaigns.

Some people interact with your business multiple times before they become customers. Drip campaigns "spread" useful content about a company, product or industry.

To work, these types of campaigns need to be relevant. And precisely, with email automation, drip campaign messages are only sent to prospects who have shown interest.

Build relationships with customers

Email automation lets you find your audience and engage your customers. Unlike manual campaigns, automations run in the background while you take care of other important tasks.

With automation, you can send personalized emails to everyone from new visitors to repeat buyers. And if you combine email automation with customer analytics, you can refine your targeting every time you send a message, and grow your business without sacrificing that special personal touch. Check out the article Email marketing statistics by industry so you can keep track of your progress.

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