Email marketing automation is a strategy that sees marketers send triggered or timed promotional emails to subscribers on their mailing list. It enables online marketers to send out personalized messages to both prospects and customers on a schedule or when specific conditions are met.
Email marketing automation is all about making promotional campaigns an automated process. How is it useful? Automating emails saves marketers the hassle of creating and sending new emails each time when a prospect shows interest in a brand, customer abandons a cart, business launches a sale, and so forth. Apart from that, studies have shown that using marketing automation software leads to an 80 percent increase in the number of leads and a 77 percent boost in conversions.
Why use email automation for marketing?
Here are five reasons why every marketer should implement email marketing automation. One can:
Create segmented mailing lists
Email marketing automation enables businesses to create highly segmented mailing lists. Marketers can segment their lists based on subscriber activities and Customer Relationship Management data (entire purchase history, last purchase, lead stage, etc.)
From effective segmenting, marketers can reap highly-targeted marketing automation workflows that maximize both sales and engagement.
Convert prospects into customers
Studies have concluded that over 60 percent of customers prefer an email as a method of contact, thus making it the ideal tool for lead nurturing. Email automation helps marketers to nurture the leads that they need to convert through their sales funnel effectively. It ensures that they avoid the labor-intensive task of sending marketing emails manually.
Maintain engagement with prospects and existing customers
Email marketing automation provides online marketers with click-through data that enables them to identify which assets or links within their emails get favorable responses. By taking this information into account, marketers can then optimize the effectiveness of the messages in their emails to avoid complaints, build positive brand impressions, and reduce the number of unsubscribes and bounces. In the end, marketers get to maintain healthy levels of engagement with both prospects and customers.
With email automation, online marketers can computerize repetitive CRM tasks and thus save a lot of time and effort. Some of the activities they could automate include storing and tracking customer data, determining the level of interest of their customers and their intention to buy using lead scoring, re-establishing contact with inactive leads, calculating return on investment (ROI).
Email automation enables marketers to provide appropriate, personalized, and timely messages to their subscribers. In turn, marketers boost the engagement subscribers have with their brand.
Benefits of email marketing automation
Email marketing automation has several advantages. These are:
Email automation allows marketers to provide personalized fields, for instance, name, location, company name, and so forth, in email messages. Customizing marketing messages in this way results in open rates increased by 26%. Also, worth noting is that emails with personalized messages lead to a transaction rate that is six times higher.
Email marketing automation helps marketers to send out relevant messages to their subscribers. It allows brands to segment (based on data) both leads and customers into different groups to ensure that they receive the offers they’re interested in. According to MailChimp study, segmented email campaigns have 100.9 percent higher click-through rates and 14.3 percent higher open rates.
Increased revenue with transactional emails
Transactional emails are messages sent to website visitors automatically after they perform a specific action, for example, downloading an eBook, purchasing, and so forth. Email marketing automation allows proactive marketers to use transactional emails to take other measures. For instance, an email for confirming an order could also include “Similar Products” at the bottom of the message. With transactional emails alone, businesses can earn up to six times more revenue.
Integrate with the customer buying cycle
Email automation allows marketers to sync their business activities with the purchase cycle of their customers. It enables them to send emails right about the time a customer needs another of their products. For instance, if a customer purchases bleach once a month, a marketer can schedule a promotional email that goes out to the customer after four weeks.
How does email marketing automation work
Email automation is basically all about triggers and actions. When a particular event is triggered, a specific email or sets of emails are sent. The length of an automated email series depends on the number of marketing actions the business wants to automate. The marketer can, therefore, be as creative as they want in the type of content they send to subscribers. To enable email marketing automation, a marketer creates an email flow using an email service.
An email flow is a series of automated messages sent to a subscriber based on their personal data or specific behavior.
Using workflow businesses can send the right emails to leads at the right time based on the information they have about them.
By tracking the activities of leads when they are engaging with the brand, marketers can gather insights and use them to set triggers that will send the most relevant messages. An email service such as SendPulse helps to set up and customize these triggers or events according to the marketer’s specifications.
Email marketing automation can be used for both B2B and B2C companies. Both types of businesses can use automation flows to send welcome emails, re-engagement emails or feedback request emails. B2B brand set triggers for the following actions:
- A visitor views a particular page on the business’ website.
- A prospect starts following the business on social media.
- A potential client shows repeated interest in specific products or services offered by the company but does not make direct contact.
B2C brands, on the other hand, end automated emails when:
- A potential buyer views a particular product but does not add them to their shopping cart.
- A customer had added products in their cart but didn't purchase them (abandoned cart).
- New or existing customer converts.
Businesses should take advantage of email marketing automation to not just reach prospective customers but also to enhance relationships with existing customers.
How to automate email marketing in SendPulse?
SendPulse allows businesses to set up and monitor workflows easily and conveniently. To get started, sign up in SendPulse.
Step 1 Go to Automation 360 tab
On the user dashboard, click on “Automations” then “Create new automation” and select Automation 360. This tool allows the marketer to set up automated emails, SMS and web push triggered by certain events or conditions and send to a subscriber on an existing mailing list.
Step 2 Choose an event
Select a start event or condition. It could be a special date such as a birthday, a contact webhook, or a custom event set by the user. When this start event is triggered, the automation flow immediately begins. For a successful campaign, set a trigger based on the behavior of recipients on the database.
Step 3 Create an automation flow
Begin creating the automated flow starting with the event set. There is a settings panel where one can change specifications about the automation flow. Use “conditions” to set the next step in the automation flow and “filter” to personalize emails based on gender, location and so forth. Automation 360 also allows marketers to manage their mailing lists. One can copy, move, update or delete contacts on a list.
Step 4 Monitor conversions
Conversion is the accomplishment of the goal as specified by the marketer. It can be email openings, clicks or purchases. In this case, the event is the goal, and if achieved it becomes a conversion. After the email is sent, add a condition and choose the intended goal, for example, purchase. When a customer buys, it will be counted as a conversion. Thus, one can track how many conversions are made against the emails sent.
Email marketing automation examples
Here are some examples of common automated marketing email:
An automated welcome email is the first interaction that a business has with a new subscriber. The purpose of this email is to welcome the new contact to the group and encourage them to engage with the company further. An example of a welcome email:
Abandoned cart email
Sometimes a customer may add items to a shopping cart but abandons them during checkout. An abandoned cart email is a follow-up message sent to such customers to remind them of the products that they left in the cart. It allows customers not to miss a sale.
Order confirmation email
An order confirmation email is sent immediately after a customer makes an order. It gives the customer essential details about the purchase to check.
Thank you email
A thank you email is sent after a visitor subscribes on a website or makes a purchase. It is a strategic way for a business to foster personal client relationships.
Sign up and automate email marketing with SendPulse!
Last Updated: 2019-08-23