In terms of reaching your customers using email marketing automation is among the most efficient instruments you have to use to increase the success of your company.
This strategy can increase your email marketing typically most effective marketing channel for every businessup to new levels.
In this article we’ll go over what email marketing is, most effective practices, examples of automated email marketing as well as how to select most appropriate software for your specific needs.
Key Takeaways
Automating your work can make it easier to send emails. It is one of the strongest instruments you have to increase the size of your company.
- Email marketing automation could be utilized to automate repetitive tasks within your emails. You can also develop pre planned workflows to deliver pertinent content.. that is triggered by triggers behavior as well as timelines.
- Automating your workflow requires a systematic and strategic method. emails you send out must lead your readers on a trip delivering your message in appropriate timing.
- Selecting the best program to automate your marketing emails to keep your information channels and tools for orchestrating in sync is crucial to success.
What Is Email Marketing Automation?
Email marketing automation refers to use of tools to automate routine tasks within email marketing campaigns you run. It allows you to mail messages to subscribers in accordance with their habits and preferences which ultimately saves time and improves effectiveness.
Automated emailing allows you to develop customized and specific marketing campaigns which are instantly sent out in a way.. that is tailored to your audience’s needs and desires. people you are targeting. In addition while time saving is huge for businesses this focused approach to marketing through email method is also the most significant benefit automation of marketing provides modern companies as it lets you pre plan your email marketing workflow to be tailored to customers you serve in real time based on triggers certain behaviors as well as timelines.
Through these preset touchpoints set up you will be able to keep in touch with your customers and establish lasting connections with them.
Why Use Email Marketing Automation Tools?
1) Email Marketing Automation Tools Empower Your Marketing Team
Its difficult to quantify advantages of using automated email marketing tools which reduce monotonous manual work of marketing via email.
When you utilize an email marketing program.. that permits your employees to design automated emails and trigger them in response to specific user behaviors or scheduled schedules you have set and your team can be empowered to concentrate on enhancing effectiveness of your plan instead of drowning in an ocean of messages.. that must be created specifically crafted and delivered when it is date.
If its thinking up creative strategies for campaigns tweaking current strategies or looking at potential market growth opportunities Your marketing team will be able to easily tackle more work in knowledge.. that mundane work is handled.
2) Automated Email Marketing Helps Scale Your Efforts
If youre seeking to step up your marketing or just be in tune with what customers expect from an e commerce business and marketing then an email automation software is an absolute must. manual process of creating individual emails with same speed and volume needed for modern ecommerce environment isnt viable strategy to be successful.
In absence of an automated email system amount of customers.. that you are able to reach via an appropriate email in appropriate time is only small number. Directly addressing customers demands and staying in line by arranging customer experience is not an easy job.
It is essential to have software.. that will absorb and use vast amount of data.. that you gather from interactions with your subscribers to help turn data into powerful events and points of contact. It is essential to have real time analytics as well as advanced reporting capabilities to ensure.. that your staff can get valuable information about effectiveness of campaigns behavior of subscribers as well as many more.
This is kind of analysis and control tools to automate marketing emails provide to your email newsletters aiding you in scaling your campaigns and build long lasting relations with your audience.
3) Email Automation Bolsters Your Best Performing Channel
The primary reason marketers use email marketing automation software is simple.. that it enhances effectiveness of their marketing emails and is often one of most important tools businesses utilize to reach out to customers.
Email has been reigning king of all digital marketing channels and isnt going to lose its status anytime soon. There are around 4.4 billion email users around world and this is far more than number of users on other marketing channels such as Facebook WhatsApp and Instagram.
Furthermore all users are engaged with website on daily schedule over 90% of users are checking their emails every morning.
This level of interaction its no surprise marketers still rely on emails as their primary marketing tool. There are myriad of methods to get your customers focus with marketing emails.. that range from single emails like sales announcements to targeted emails campaigns.. that lead your clients through planned user journey.
If you want to create most personal and efficient email marketing campaigns you require email automation software.. that let you create messages.. that are customized to individual recipient. It is also essential to follow by some of best marketing methods to ensure.. that you get best value of software you use.
Well go over some of most crucial guidelines you should follow in order to ensure.. that your marketing automation for email gets maximum results.
Email Marketing Automation Best Practices
1) Create Engaging Content With Relevant Data
The primary rule for automated email is an easy one. This is an ideal standard procedure for every email campaign Make sure you create quality content for your subscribers.
The key to profitable email marketing strategy lies in engaging contents. You must craft captivating subject lines employ precise and clear copy and add attractive images to keep your readers engaged.
For this to be accomplished for this you must design automatic emails powered with real time information. Leveraging both your up to date customer data (like behavioral data customer relationship data transactional data etc.) and your product data (like relevant product categories current stock levels etc.) can be best method to connect with your clients through advertisements.. that are matched to your business and their individual requirements and wants.
2) Understand Customer Journey
In order to automate your email marketing workflow it is necessary to define your ideal buyer journey. This is crucial step which will help you identify all points.. that your subscribers interact to interact with your company.
The first step is to analyze behaviour of your target audience in your various campaigns (why they respond to certain campaigns and why they dont engage with other campaigns and so on.) then use.. that information to determine where personalized email marketing campaigns are able in order to engage people you want to reach.
When you have identified patterns and trends.. that are evident in your customer interaction you are able to sketch out your ideal customer journey. You can then begin to create automated marketing campaigns.. that direct your customers towards correct direction.
The ability to orchestrate journey is among greatest advantages of automation. It allows each client to play an active part in their own experience in your business. Create email marketing campaigns with options for them every choice they make directs their path to your best products and encouraging buyers to purchase.
If for instance someone clicks on an email or visit your site and then makes purchase they will need to be re engaged and re marketed in similar manner. If they do not interact with message then they require totally new approach to engagement.
To provide highest quality service to their customers company must determine what advertising they get and set off an automated workflow to reengage their customers at next phase of their customer experience. This is kind of personalized service.. that real time journey orchestration can provide.
3) Practice Good Email Hygiene
Email marketing automation tools work only when your messages are delivered to inboxes of your clients. This is why keeping an clear and tidy email database is essential for delivery and engagement.
People you are sending marketing emails to must be willing to receive your messages. Always provide an option to opt out when someone opts out and in event.. that person does choose to unsubscribe or stops responding and does not respond you must do something in both best practice in marketing and also to be in compliance with anti spam rules.
The process of combing lists to identify non deliverable or unwanted email addresses regularly is most effective method to ensure an excellent mail hygiene.
However before you remove non deliverable email addresses off your list It is also important to determine reason email addresses were not delivered and bounced back. first step is to verify if its soft or soft bounce.
Hard bounces are email message which isnt delivered because of non changing or permanent cause for example email address isnt available or domains name isnt valid or your receivers mail server isnt in existence.
Soft bounces mean.. that youve encountered an intermittent issue with possibility to fix it for example your receivers mailbox is full or theres lower user engagement or your ISP has connectivity issues.
Making necessary changes in order to resolve emails.. that are not delivered and regularly removing your email lists of email addresses.. that are spam and re updating your list whenever someone stops subscribing are among best actions you can do to maintain cleaning up your list of email addresses.
4) Refine Your Site with Conversion and Experience in Mind
For best results from your automated email marketing campaigns it is important to look about more than just email you send. Your ultimate goal of marketing campaigns is to give your clients most enjoyable experience they can get and assist them to make purchase. This is why next phase of journey of customer has to be re tuned in order to meet goals you set for yourself.
Optimizing your website to ensure optimization of conversion rates (CRO) and an enjoyable customer experience will ensure.. that your marketing campaigns bring visitors to your site specifically designed to turn people who visit your site into clients.
Customers are drawn to relations with businesses.. that anticipate their demands and offer simple unforgettable experiences at every touchpoint not only messages.. that they receive in their email inbox. What they are presented with as well as website theyre sent to and purchase procedure they must complete entire process should be easy and relevant to your target audience.
An overall understanding of your customers experience is most effective method to achieve outcomes you want using your automation tools for email. When you have your entire customer journey in your mind youll be able to improve process create and encourage interactions.. that help clients on path to buy.
Types of Automated Email Marketing Campaigns
When you use appropriate software for automation of email marketing you will be amazed as in what emails can achieve. These are tried and true strategies for email automation.. that can be beneficial for any company to implement.
Welcome Emails
Automated welcome messages are fantastic way to send out set of welcome messages to brand new customers welcoming new subscribers to your brand as well as setting tone for future communications.
Over 90% of people will read an email welcoming them thats 4 times more open and 10 times more clicks than an ordinary email which means theres great likelihood.. that youll be able to get their interest. For best results make certain to send your first thank you email within 24 hours after signing up.
Once first message is delivered to their inboxes and youre able to begin personalizing experience of your customers depending on their engagement level and personal preferences.
A first message can express gratitude to new subscribers for signing up second email can include most popular products while final one could be programmed to meet customers interests. If they made purchases you can ask them for reviews. If theyve not clicked through to make purchase give them an incentive with discount voucher.
Whatever method you select to make your emails more automated for customers welcome email series is an excellent starting point.
Cart Abandonment Emails
From all marketing via email techniques.. that are automated cart abandonment email is among most reliable marketing tools.. that are in arsenal. Automated reminders sent to customers whove left their things in their cart could solve majority of issues faced by e commerce firms.
A majority of shopping carts on internet are abandoning… that means out of every 10 people who put an item in their carts seven go away without purchasing item.
The good news is.. that abandoned cart emails are great way towards gaining those lost revenue back. More than 40% of cart abandoned emails are read and 50% of customers.. that click on link end up buying something.
By using an automated marketing email tool you are able to create auto return cart sequences which will be delivered to users when they exit your site and do not purchasing products theyve added to their carts. It draws them back on your website which is where theyve already selected what theyd like to purchase. You could further encourage them with offers or discounts such as free shipping.. that can assist in moving towards buy.
Reengagement Campaigns
If customers quit purchasing on your website reengagement campaigns are proven strategies to improve retention of customers. Marketing automatization tools help to reconnect previous customers by sending them messages according to their own personal website activities and their purchase history.
When you set up triggers as well as time bound campaigns you are able to develop automated email campaigns.. that use data of your customers to customize content of your emails and encourage empty customers to come back to your company.
Inactive customers are an excellent use of power of email. They had already bought from you before So youve got all information you require to design engaging and personal emails. With automation it is possible to streamline your process of sending relevant wins back messages after specific amount of time.
Post Purchase Follow up Emails
After your client makes an purchase your advertising efforts dont end there. improvement of lifetime worth of your client is always top priority in your marketing strategies first stage of turning first time customers to loyal customers is with an email campaign.. that is sent out after purchase.
Email Marketing automation essential to make sure follow up campaigns are effective. By automating flow of emails.. that reacts to your clients behaviors and their engagement and actions you are able to totally personalize their ongoing relationship to your business.
The follow up emails you send out can go whatever route you choose to provide satisfying experience for customer. After your customer has made an purchase you may invite them to write reviews provide them with useful tips for using product or mention related products.. that you think theyll like.
By leveraging automation and live customer information it is possible to achieve level of personalized messages.. that customers of today want from their preferred brands. When you are able to build post purchase marketing process it is possible to create more customized and automated follow up communications in response to specific users experiences.
How To Create an Email Marketing Automation Strategy
Email marketing automation should not be done in random method. It is essential to be systematic and careful when you use email automation tools to your email marketing campaigns.
If your company is getting started on new strategy or youre adjusting your strategy to future There are some things to consider:
Define Your Goals and Objectives
Find out what youre looking for from your marketing emails. Do you want to increase your abandon cart percentage your primary objective or are you trying to re engage lapsed customers your goal? Beginning with clearly defined goal is most effective approach to develop strong marketing plan.
Identify Types of Emails You Want To Automate
When you know your objectives then you are able to match your goals with appropriate campaigns. first step is to decide on which is most effective use for your marketing email toolcould an automated birthday promotion aid in achieving your customers engagement goals? Perhaps feedback related sender be more effective for making your customers become part discussion?
The goals you set can guide your path and help you choose best campaign to fit your plan.
Map Out Your Customer Journey
In next step you must outline way youd like your clients to follow. What can you do to guide your customers to follow through? If they wander off away from your intended path How can you convince your customers to return in right direction? All of these are pertinent questions as well as important points to consider when you are sending out your email marketing.
Create Engaging Content for Each Campaign
Its been said before and will repeat it Engaging content is single most essential piece of puzzle. Whatever your target audience is on their journey to purchase it is essential to ensure your email marketing is as well written and attractive as you would like your clients to experience.
Set up Workflows in Your Email Marketing Automation Software
When you have clear idea of action your client should do what types of emails youll must run to achieve it and also what your client journey will look as you are able to begin making your own schedules triggers and workflows in order to help your email marketing automation plan come into existence.
Test Monitor and Optimize Your Campaigns
With email marketing automation techniques emails arent really “set it and forget it.”
Test your plan is best method to be sure.. that youre making most of your effort. You can try A/B testing various strategies to find out whats most effective for you whether its finding most effective channel appropriate content best date to send emails or ideal quantity of emails.
How To Choose Right Email Marketing Automation Software
In order to implement your strategy for marketing via email Youll require an email marketing program thats adequate for job.
However not all automation software is same and there are few key concerns to consider in deciding on best email automation program for your needs.
What Type of Email Campaigns Do I Want To Automate?
The first and most important thing is.. that your automation tool for email should be able to execute kinds of campaigns you wish to develop. Determine kinds of campaigns.. that you want to automate and ensure.. that your email automation software youre looking at supports these types of campaigns.
What Are My Must Have Automation Features?
Make list of essential elements youll need from automation software and then prioritize these features when you compare software choices. It is possible to establish behaviors triggers.. that are time based as well as complex workflows are vital yet what additional tools for automation do your company require?
Do you think automation of omnichannel channels an objective for near future? Are you concerned about scalability when business expands your initiatives? These are factors to consider in deciding on most effective automated email solution for your organization.