One of the most powerful ways to connect with your customers is to utilize automated email campaigns. These are emails sent to users automatically based on their behaviour, interests, etc. Email automation offers a solution by handling repetitive tasks and letting you focus on more important topics. Nearly one-third of email recipients who open an automated email are likely to make a purchase.
Small business owners can reshare their customer connections through email automation. According to a study, automated emails generate 320% more revenue than non-automated emails. Also, the click-through rate is higher for automated emails. Sending the right message at the right time to the right people takes effort and time. This is where email automation comes into play.
In this article, we’ll learn what email automation is and its benefits. Also, how to make email automation more effective, and some examples of it.
What is Email Marketing Automation and its benefits?
Email marketing automation helps in sending relevant emails to the right users at the right time. It helps in scheduling and triggering emails based on subscriber traits, user behaviour, and useful data. It also helps in creating customized, one-to-one communication. You can send personalized emails to hundreds of people without the need to manually write each email.
It connects transactional and marketing emails, keeps the communication consistent, responds to live user actions, and delivers customized emails automatically. Many modern email platforms include pre-made automated workflows. It helps in sending email sequences over time instead of single messages
Some other benefits of email marketing automation include resource optimization that handles repetitive tasks and lets you concentrate on strategic initiatives. It cuts the operational cost of your business. It also enhances the user experience by sending customized emails based on user behaviour and adding personalized elements like name, company information, etc. It better segments your audience as well. It helps in lead nurturing and quality control. Automated systems help in reducing mistakes and enhancing the reputation of the business. Detailed reporting helps in tracking responses, analyzing engagement patterns, and improving email strategies.
How to make Email Marketing Automation more Effective
Email automation works best when it is used with a mix of tracking, incentives, and well-structured campaigns. Here are some of the ways to improve email marketing automation
- Track Response: Up-to-the-minute tracking is an important part of optimizing email campaigns. By analyzing the response, the team can make necessary adjustments to improve the campaign’s success. Implement campaign-specific triggers, watch responses on mobile and other platforms. Implement alerts for engagement metrics.
- Automated Drip Campaign: A Drip campaign depends on timing and content. You must leave 2 days between emails, stop sending after three unopened emails, and match timing with typical sales patterns. Use one call-to-action that solves customers’ problems. For better results, use personalized subject lines. A/B test various versions of automated emails to find which one will work best.
- Discounts: Adding discount coupons leads to a 14% higher open rate and 34% more unique clicks. 70% of people check their emails to find discounts. Give new subscribers special discounts. Make the coupon redemption easy on mobile devices.
- Consistency: Consistency helps in building trust. Your emails should have the same design, tone, and messaging. Use the same logo, colors, and fonts in every email. Make sure your email reflects your brand values. Maintain a friendly tone.
- Customer Journey: Every customer interacts with your brand differently. Mapping their journey helps in sending the right message at the right time. At the awareness stage, you must send welcome emails, at the consideration stage, send value-driven messages, and in the decision stage, send follow-ups with personalized offers.
Examples of Email Marketing Automation
Email automation is of various types. Let us discuss some type of email automation
- Welcome Email: Welcome emails introduce your business to new subscribers. They generally create good engagement. It introduces our brand, shares team insights, and highlights customer experience.
- Product Update: These emails inform users about everything related to the product, such as pricing, new features, pre-release teasers, etc.
- Newsletter: It helps in staying connected with customers. It helps in driving traffic and nurturing leads.
- Re-engagement: It helps in sparking interest in subscribers who have not engaged with you in a while. It also reminds users about the product they didn’t purchase but showed interest in.
- Cart Abandonment: The Online shopping cart abandonment rate is around 70%. They are a major part of revenue recovery.
- Win-back: It helps in recovering customers who have stopped engaging with your brand. Send these automated messages in a sequence that starts when customers reach 120 days without purchase activity.
Email automation helps in enhancing user experience. It lets you focus on important tasks and use your resources optimally. It cuts the operational cost and helps in personalizing the user experience. Lumia 360 also provides personalized, unique digital marketing solutions to small and medium businesses. To know more about services, email info@lumia360.com or call at 514-668-5599.
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