In today's marketing world, email marketing seems to be evolving and selling fast.
Presently, email marketing is one of the most effective forms of marketing your business out there.
Companies and various individuals have begun to implement the email marketing strategy and the result so far has been tripled. How? Why?
It's so because these emails are automatic, relevant, timely, and personalized to each person, so due to that, these emails are opened and they further click on the link which is attached, and in return, this yields revenue for such business.
Let's take a look into what automated email is.
Email Automation is the process by which emails are created to get to the right people in order for the right message to be passed across at the right time.
This is done without having to send messages every time.
You can target people based on their previous sales, behavior and preference if you link your website analytics with your email marketing platform.
This can help you personalize your customer's experience and preferences, which in turn increases the authenticity of your automated campaigns.
Why Marketers Should Use Email Marketing Automation Strategy.
1. It converts prospects into customers.
Studies carried out over time have proven that more than 60% of customers want to be reached by emails. That makes it a very reliable tool for getting customers.
Email automation does the work of building and nurturing your leads that needs to be converted through their sales funnel.
It reduces the labour that comes with sending emails manually. It makes your job very easy and fast.
2. It helps to improve engagement.
Email automation helps to boost engagement by allowing marketers to make available, necessary, timely, and personalized messages to their subscribers.
After this is done in the right way, the tendency for better engagement is high.
3. It helps to improve efficiency.
Email marketing helps to improve efficiency by allowing online marketers to computerize repetitive CRM tasks that saves effort and time.
Few of the activities that can be automated includes:
A. Finding the interest level of customers and their willingness to buy by making use of lead scoring.
B. Tracking and storing customers data.
C. Calculating ROI.
D. Re-establishing or restoring contact with leads that are inactive.
4. It helps to keep up with prospects and customer's engagement.
Online marketers are offered help by email marketing automation strategy through click-through data that helps them to know which links within their email get a reasonable response.
By the information received, marketers can appropriately optimize the reliability and effectiveness of their messages in their emails in order to avoid complaints, reduce the number of bounces and unsubscribe and build a positive brand out there.
At the end of it all, online marketers can keep up with the level of engagement with both their customers and prospects.
5. It helps to create segmented mailing lists.
Email marketing automation affords businesses to build segmented mailing lists and these lists can be based on the customer relationship management data, and their subscriber's activities.
If it is well segmented, it can produce high targeted marketing automation that helps to maximize engagement and sales.
Ways To Create High Converting Automated Email Campaigns.
1. Make sure your subject lines are alluring and catchy.
Your subject lines need to get the attention of your subscribers so that your email can be opened.
People like things that get their attention and that can make them yearn for what you've in your email.
So, getting a catch subject line cannot be overemphasized.
2. Make use of compelling copy.
It's very essential that your automated email puts in people the desire for them to desire taking action and there's no other way to go about it than making use of compelling copy.
Copywriting tricks like BAB and PAS can help you achieve this in your email, and they're worth it.
If BAB and PAS doesn't fit into your message, then you can opt in for persuasive ways to help you write your emails, and make sure that they're email copy that converts.
3. Use scanners to structure your email.
Studies taken over time shows that most people don't really read all the words in your email, most of them scan it to get whatever gets their interest.
If they find what gets their interest, they go ahead, but if they don't, they close up.
Understanding this situation, it's important that you use scanners to structure your emails.
4. Don't forget to include your call-to-action button.
Call-to-action button does magic sometimes. It helps to increase conversion. So when creating your email campaign, endeavour that you add a call-to-action button.
Call-to-action buttons help to increase your chances of people taking necessary steps, so it should not be played with.
Also note that it is very important you optimize your call-to-action button.
5. Measure your results often.
Measuring your result is very important, it tells you how far you've gone.
Most of the email marketing tools that are present today give you well detailed data on metrics such as clicks, open, and the rest of them.
Some will go as far as showing you the time at which your subscribers engage with your email.
Measuring your result goes beyond the metrics that we know, the more important result includes; revenue, visits, and customers.
Google analytics has been made available to get this done. It is a very powerful tool. It helps you measure how effective your email marketing is, and from there you know the next step to take.
Email Marketing Automation Tips
Once you're done setting up your workflow, you can start sending out your automated email marketing strategy.
There are things you put into consideration before you send them out, and they include
1. The volume of your message.
A lot of people feel that the bulkier your message, the better it is. That's very wrong. More is not always better as we think.
The most important thing is sending relevant messages to your prospects and customers. Heaping a lot of messages into their mail can turn them away.
Focus on what they need and what will be of great help to both your business and your customer.
2. The time of your message.
Timing is very important. Look out for the best time you can send out your messages.
Messages are best sent during events, and special dates. You can maximize such dates to your advantage.
And when you're sending your messages, if you're sending in a batch, it's advisable that you give spacing in order not to overwhelm your customers or prospects with too much.
3. Test your mail before sending.
After the setting up of your automated email, it is advisable that you test it over, over, and over again.
Test the timing, the content, the subject, the customer metrics, and the CTAs. Don't ever leave anything to assumption, test it all.
4. Provide ‘unsubscribe option’.
Providing an unsubscribe option helps you to focus all your efforts on the customers that you have.
5. Adhere to CASL and CAN-SPAM laws.
Since you understand that the main aim of automated email is to drive your customers or prospects to your website or all, then you need to adhere to the laws and rules stated by CASL and CAN-SPAM. Try not to go against it.
Email Automation: How Does It Work?
The aim of email automation is pulling prospects and customers to take necessary actions. When there's an important event in place, emails are sent.
Now you must understand that the length or how much the email is, is dependent on the number of marketing actions that business in particular want to carry out or automate.
To make email marketing automation easy, then a marketer needs to prepare an email flow with the aid of an email service.
What is an email flow: It is a set of automated messages that is sent to a subscriber based on the data that they have about such a subscriber.
Businesses can send out the right and necessary email to leads at the right time with the information they have, with the aid of workflow.
Marketers can gather insights and make use of them by sending subscribers relevant messages, and this can be done by tracking down the activities of the lead when they're engaging with the brand.
For instance, MailChimp or SendPulse will customize those triggers according to what you want.
It's good news to know that email marketing can be used for B2C and B2B companies.
These two companies can make use of automated emails to welcome their customers, send engagement mails, and feedback mails.
Let's look at how individual companies set triggers for the outlined actions.
• A prospect visits a page on a business website.
• The prospect gets impressed and starts following such businesses on social media.
• The prospects eventually show interest in some specific services or products offered by this business, but the prospect doesn't make a direct contact to the business in question.
• A prospect visits a page and sees a particular product he is interested in, but he doesn't go ahead to add them to the shopping cart.
• A customer adds up different products, but he eventually does not purchase any.
• The existing customer eventually converts and makes purchases.
With this outlined step above, businesses should make it a point of duty to reach out to their existing customers and prospects with the help of email automation.
Now, let's look at different and common examples of email marketing automation.
1. Welcome email
When you meet a prospect or a customer for the first time, the first thing you do is welcome them, the same applies to this too.
An automated email that welcomes your customer or prospects is your first interaction with them. Your welcome email is an opportunity to make a positive impression.
The aim of the welcome email is to welcome them, talk further with them, and encourage them to engage with your company more.
So, your first automated welcome email is very important and should not be toiled with.
Also make sure that your welcome message is strategic enough.
If you're operating a B2C company, then you can welcome them with an exclusive offer.
If you're operating a B2B, then you can create content that will be useful to them.
2. Follow-up email
Follow-up email is a type of email that's used to connect or follow up your subscribers or customers who have stopped interacting with your emails.
You can send a follow-up email after a month, and alongside with the email, you can add an enticing offer like a discount or a promo code.
3. Abandoned cart email
A lot of customers or prospects just add up different items to a shopping cart, most of them forget about it and don't purchase or check them out again.
You can send an email to them reminding them of the products they left in the shopping cart.
4. Confirmed order email
This type of email is sent when a customer makes an order. An order confirmation email gives the customer necessary details or information about their orders.
A picture of their orders can be sent too. It's a form of reassurance that it was they ordered that they will be getting.
5. Thank you email
A thank you email is a way of appreciating your subscriber or customer that clicked on your link, made a purchase or did something to the betterment of your business.
With this thank you message, you can build a personal clientele relationship with such a customer.
Also, you can send emails on your customer's birthday, marriage anniversary, or any other events that's special to them. It shows that you care about them.
In conclusion, there are so many opportunities out there to help you grow your business, but email marketing automation has emerged as one of the most relevant opportunities.
Automated email is here already to make things easier for you and if targeted well, you definitely will get your result.
As explained above, follow them duly and apply them where necessary.
Setting up your email can be aided by tools such as Campaign Monitor.
It will help you set up your automated email very well and this will eventually drive revenue and customers to your business. Welcome to the world of automated email.
Automated Email Marketing Tools
With all the above explanations on email automation marketing strategy, you need to keep abreast of the fact that without the right email automation marketing tools, you will not achieve much. You need to know how to use the best tools to get the job done.
Below are some of the best email marketing automation software or tools that have best worked for us:
We have dedicated a detailed article to review each of these email marketing automation tools so you can make an informed decision in your choice of any of them.