Email automation is a way to create an email that delivers the right message to the right person at the right time. You don’t have to get the job done or use marketing automation tools to send automated messages every time. By just linking the website analytics to your email marketing platform, you can target people based on their behavior, preferences, and previous sales. You can then personalize each customer’s experience to make automated campaigns more relevant.
You can use predefined rules to trigger email messages and use email or marketing automation software to personalize messages based on specific actions that customers take or doesn’t take. For example, if you want to automate the welcome email sent when a customer subscribes to a mailing list, a similar product recommendation after a user makes a purchase on a website, or a customer put something in a shopping cart, you may be notified quickly that the checkout has not been completed. Email automation removes recurring tasks from your to-do list so you can spend more time on other valuable tasks, such as: Answering customer’s questions. This helps customers learn more about your brand, encourages them to come back, and remind them why they bought from you in the first place.
Benefits of Automated Emails:
1 Automated email makes your marketing strategy scalable: When you are sending a series of emails manually, the size of the staff limits the number of customers that can be reached. Can you keep your schedule when your customer base suddenly increases? You can expand your email marketing activities when sending automated emails. If you’ve set up your platform to send a message every time someone subscribes to a mailing list via a custom sign-up form, you don’t need to make sure your staff can do that. Email automation allows customers to automatically integrate with the system as soon as they perform any of the actions they track. Their behavior informs the system of the next message to send, with limited resources and no additional resources.
2 It helps in improving customer retention: It’s much easier and cheaper to sell to an existing customer than to acquire a new one. Automation makes it easier than ever to stay in touch. Time your message so that your customers aren’t overlooked by you for too long and make sure the copy is appropriate to maximize its impact.
3 You can make the most of your marketing team: Automation is changing the way teams of all kinds do business. You can improve employee productivity by automating email marketing. For the email marketing team, this means less time spent manually compiling email lists and scheduling messages. Instead, team members can use this time to focus on other important tasks, such as intensive development of customer relationships.
4 You can personalize your customer’s experiences: Customers love personalization. Many consumers find personalized content very or to some extent attractive. Consumers prefer companies that offer personalized recommendations and offers. It has been seen that customers will only respond to marketing messages that target their interests. The main type of personalized experience used by marketers is email. Email automation can also be used to create a set of automated emails to strengthen relationships with customers and companies which can improve the efficiency of email marketing as a marketing channel through the sales funnel.
How can you use email automation more effectively?
1 Creating automated drip campaigns: Some people interact with a company multiple times before becoming a customer. Drip campaigns progressively drip useful content about your company, product, or industry. These types of campaigns should be business-related and with email automation, drip campaign messages are only sent to interested prospects.
2 You can offer discounts strategically: High shipping costs are one of the main reasons people give up shopping carts. You can’t eliminate shipping or lower prices, but you can lure reluctant shoppers by sending discount coupons or promo codes. This can be an effective strategy but be careful not to overdo it. If you offer too many discounts, customers can expect to receive discounts more often.
3 You can track responses to gather more information: You can get key information from each customer every time you send an automated email. You can check if that person is opening your email, visiting your site, using an offer, buying a recommended product or continue browsing as soon as they are on the site. When targeting automated emails, whatever you have learnt about your customers can determine your next action. If the recipient doesn’t open the discount email or click on the recommendation you can try a different trick.
Thus, email automation allows you to discover your target audience and interact with your customers. Unlike manual campaigns, automation runs in the background while you can focus on other valuable tasks. Now you can grow your business without sacrificing that special personal touch.
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