What Is Email Automation? Become a Pro With These Tips
Email automation is a crucial aspect of email marketing, but what is email automation exactly? This guide explains what you need to know.
Over 90% of marketers say marketing automation is important for the overall success of online marketing. Nearly 80% saw an increase in conversions after using automation tools.
In fact, automated emails are 133% more likely to send relevant messages. Reply rates can increase by 250% through automation as well.
What is email automation, exactly, and how can you use it to benefit your business?
Keep reading to find out! In this guide, we’ll review everything you need to know before creating automated email campaigns. Then, you can increase your outreach and engagement to boost business.
Want to put your company in the lead this year? Get started with this guide on automated email campaigns today!
Email Automation 101
First, let’s answer the question that’s likely on your mind: what is email automation?
Email marketing automation can help you send emails to the right target audience at the right time. Improving the relevancy of your emails can improve engagement, including customer click rates and sales.
With email automation, you can send scheduled emails to your subscribers to improve the efficiency of your campaigns. You can better connect with your target audience to draw them in. Different email automation tools can save you valuable time as well.
For example, you can have specific emails send based on buyer behaviors. A welcome email can send the moment someone subscribes to your newsletter. You can send them an exclusive discount code, prompting them to make a purchase.
Prompting emails to trigger based on the user’s actions will help you deliver hyper-relevant, personalized, timely emails.
You won’t have to lift a finger. Instead, you’ll have peace of mind knowing the right emails are reaching the right customers.
The Benefits of Email Automation
Now that we’ve answered the question “what is email automation,” let’s discuss the benefits.
About 85% of US retailers say email marketing is one of the most effective customer acquisition techniques. With email automation, you can save yourself valuable time and effort. You can deliver personalized emails to your customers to draw them in at the best possible time.
Otherwise, you could miss an opportunity to convert subscribers into paying customers.
If your emails don’t appeal to the consumer’s needs, the consumer could delete the email on sight. Instead, you can use customized messaging to connect with customers. For example, you can offer your subscribers exclusive deals based on their behaviors.
Let’s say someone visits your website, adds a few items to their cart, and leaves without converting. You can use email automation to send them an email. With automation, you can even show the consumers what they left in their cart.
These emails will help you remain top-of-mind with consumers. You can even offer the customer an exclusive discount code that expires in 24 hours. Then, you can leverage the fear of missing out to make a sale.
Meanwhile, you won’t have to waste valuable time nurturing every lead on your own. Instead, your email automation tools will do the job for you. With automation, you can streamline tasks and spend more time on your business.
How to Use Email Automation
Want to improve your ROI with a targeted marketing campaign? Here are a few tips that can help. With these tips, you can create the most effective automated email campaigns possible.
Create Powerful Welcome Emails
First, take a moment to consider the buyer’s journey. What touchpoints can you create automated emails for? One of the most important touchpoints is the moment someone subscribes to your email list.
Send these new subscribers a warm welcome email! A welcome email will help you make a strong first impression with subscribers. You can show customers what to expect from your emails in the future.
Include a welcome discount code to turn your new subscribers into paying customers. Then, you can use your automated email campaigns to nurture buyers. You can bring one-time customers back to your store to improve your retention rate!
Tell an Attention-Grabbing Story
One of the most effective ways to connect with customers is to tell them a story. A compelling story can help you highlight the value your product or service offers.
Focus on the problem or pain-point your customers are experiencing. Then, use storytelling to demonstrate the solution you can offer. A compelling story will help consumers realize you’re there to help.
They’ll focus on the unique value you have to offer and choose you above anyone else.
Use A/B Testing
Content marketing teams are now using data-driven marketing automation to improve their campaigns. This automation uses analytics to determine the best times to post and promote content. For example, what time and day are people most likely to open your emails?
You can use A/B testing to maximize your engagement.
A/B or split testing can help you compare two versions of the same email. You can study analytics to determine the best:
- Subject line
- Preview text
- Call-to-action language
- Body text
- Send time/day
You can compare the analytics between each email to make more informed decisions regarding your campaigns. For example, which call-to-action generated the most clicks? What subject line boosted your open rate?
You can use email automation tools to determine the best time to send your emails, too. Should you send your emails in the morning or after work? You can try different send times to boost your open rate and improve your ROI.
What about how often you send emails? Sending emails too often could annoy subscribers. If you don’t send emails enough, they might not remember your business.
You don’t want people to unsubscribe to your emails. Instead, you can use email automation tools to determine the best send frequency. Then, you can improve your brand visibility without frustrating subscribers.
Use Audience Segmentation
Your customers are unique individuals with their own problems and passions. It’s unlikely that the same message will resonate with every customer. Instead, you can use audience segmentation to better personalize your emails.
For example, you can segment your emails based on psychographics (pain points, hobbies, interests). You can also group customers based on demographics (household income, age, gender). Segmenting your subscribers into buyer personas will help you create a targeted marketing campaign for each group.
Otherwise, your messaging might not connect with your target audience.
Marketers that use segmented campaigns experience a 760% increase in revenue. In fact, the majority of consumers want to see better personalization. By segmenting your email campaigns, you can personalize your emails with each buyer persona in mind.
You can segment your subscribers based on where they are in the buyer’s journey, too. For example, you can group your previous customers. Then, you can use their purchase information to communicate with them in future emails.
Create a Customer Response Template
Some email marketing services offer customizable templates you can use. You can send subscribers automated responses, which can support your customer service efforts.
Consumers will see you want to satisfy their needs quickly and promptly.
Neglecting to create response emails could frustrate subscribers, though. If they have to wait too long for help, they might turn to your competitors instead. Creating these responses will show consumers you’re aware they need help.
Strengthen Your Call-to-Action
A strong call-to-action will encourage people to take action. Otherwise, your email subscribers might not know how you want them to continue.
For example, you can create an email announcing your latest products. Then, you can add an eye-catching “Buy Now” button to the bottom of the email. The button can link readers straight to your e-commerce store.
Remember, you can split test different CTA buttons, language, and colors to determine which generate more conversions.
Adding a CTA button to your emails will give customers a clear path. They’ll have a better understanding of what step to take next. Then, you can generate more conversions to boost your ROI.
Analyze and Optimize
It’s not enough to answer the question “what is email automation” and start creating campaigns. Instead, you need to review your campaigns regularly. Otherwise, you might not notice issues until you’ve already wasted valuable time.
Which subject lines are improving your open rate? Which emails have the strongest clickthrough rate? You can use your data to make more informed decisions for your automated email campaigns.
Then, you can make adjustments and maximize your ROI.
You’ll need to review your email lists regularly, too. Otherwise, fake or inactive addresses could impact your email performance. You could even gain a reputation as a spammer.
Instead, review your email lists to remove inactive or mistaken accounts.
What is Email Automation?: Your Guide to a Stronger ROI
To recap, what is email automation? It’s your chance to create a targeted marketing campaign designed to draw in new customers! With automation, you can save yourself valuable time while improving your ROI.
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