As the name implies, email marketing automation is the act of sending automatic emails to subscribers or leads. For example, when you request to reset your password for an online account, the website will send you an email with a recovery link within seconds – this is done via email automation. In short, the company has set up transactional emails to be sent when someone clicks ‘reset password’.
But email marketing automation goes far beyond transactional emails. You can set up full email sequences to go out after a certain period or when a particular trigger condition is met. Welcoming new subscribers with a free ebook or reminding customers they left products in their online shopping cart are just a few examples of what you can do with email automation.
Benefits of Email Marketing Automation
Email marketing allows for a personalized customer experience, which increases retention and loyalty. For instance, you can easily set up a trigger on your email marketing platform to send a special discount when it’s someone’s birthday.
It also nurtures leads. Imagine that someone downloads free material from your website – that doesn’t mean they want to get a call from your sales team right away. However, you can use that download as a trigger to start an email workflow that sends further information and resources that your new email subscriber finds useful. This way, the lead will stay warm for longer and be more receptive to a sales agent call down the road.
Like in any other industry, automation saves time and money. Your marketing team only needs to set up the email workflow once. From there, they just need to check on the analytics to see if any adjustments are required. This takes less time than contacting each customer manually, freeing your marketing team to focus on what’s important: the company’s marketing strategy. Moreover, since employees don’t have to do the same task over and over again, there’s a lower chance of human error.
How To Take Advantage of Email Marketing Automation
All companies can take advantage of email marketing automation. But which email sequences work best depends on your business type and marketing strategy. While transactional emails are required for any website that requires an account, ecommerce stores are the ones that need this kind of email automation the most. Customers expect to receive an order confirmation after purchasing something, as well as a message when their item is shipped and a reminder on the day their package is arriving.
You can also take advantage of email marketing automation to send discounts at the right moment, bring back customers by sending a coupon a few weeks after they stopped using your service, send special discounts on birthdays, and more.
Setting up email sequences to keep leads warm increases conversion. You can send several free resources when a prospect signs up for something on your website, such as a newsletter, and ask them if they want to be contacted for a quote at the end.
These are just a few examples; there’s a lot more you can do and how far you go depends on your creativity – with marketing automation, the sky’s your limit.
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