Email automation is a form of marketing automation, a strategy designed to turn leads into customers and increase customer conversions. It’s used to create and manage automated campaigns that allow customers to interact with a brand in a personalized way. Automating the emails that are sent out can save a tremendous amount of time and energy, allowing a business to focus its efforts on developing relationships with leads and customers.
Email automation can involve the use of various tools, including email service providers, marketing automation software platforms, and CRM systems. It can help to automate the sending of emails based on triggers, such as website visits, clicks, submits, purchases, or any other action taken by the customer while interacting with your business.
What are the Benefits of Email Automation?
Using an email automation platform, you can have your emails sent out automatically in response to customer behavior, instead of having to manually send each one. This can save time and help to ensure that no emails are overlooked. Additionally, automated emails help to provide a consistent customer experience across channels, as they are sent out exactly the same with each customer.
With automated emails, you can also track the success of a campaign. This allows you to quickly identify which emails are generating the most response, so you can adjust your strategy accordingly. Furthermore, automated emails can also help to increase your brand’s reach as they are typically sent out in bulk.
How Does Email Automation Work?
The first step of using an email automation platform is to set up tracking codes. This involves assigning a custom code to each customer who interacts with your website so that you can see their individual behaviours and activities within your system. This is often done through a combination of cookies and other tracking methods.
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Once the tracking codes have been set up, then you can begin to create automated campaigns. This typically involves outlining rules such as who you are sending to, what action triggers the email, and even the content of the email itself. This can be incredibly detailed, allowing you to create highly customized emails that are sent out automatically.
Finally, the emails should be monitored and tweaked on an ongoing basis. This can be done through testing, which involves sending different versions of the email to different users and tracking which one performs the best.
General Guidelines and Best Practices
When creating an automated email campaign, you should always keep some best practices and guidelines in mind.
First, all emails should provide real, valuable content to the recipient. This could include special offers, discounts, or updates on new products or services. That way, recipients feel a tangible benefit from engaging with your brand.
Second, all emails should be tested and monitored. For any type of email, you should always send test emails first to ensure that they are displaying correctly across all email clients and devices. You should also track and measure the success of the emails so you can make changes and adjustments as needed.
Finally, automated emails should be sent out on a regular and consistent schedule. That way, customers are more likely to open the emails and engage with your brand. Additionally, if the emails are too frequently sent out, customers may become desensitised to them and potentially unsubscribe.