The Essentials of Email Marketing Automation

email marketing automation graphic205 billion. That’s the number of emails sent every day around the world.

Some days it seems like I receive a billion or so myself. If you’re actively using email for work and to receive information from companies that interest you, your inbox is probably pretty full, too.

Two of the largest complaints consumers have about email are that they receive too many emails (44%) and the emails aren’t relevant to them (37%). Even when an email has relevance for a consumer, it’s easy for it to get lost in a crowded inbox.

To market your business effectively, your emails have to offer timely information that resonates with the recipient. They must be compelling enough to be opened over the dozens of other emails in an inbox. So, how can you make email marketing work for you, connecting with clients on a more personal level?

There’s a lot of talk about marketing automation these days, and for good reason…because it works. At its most basic, email marketing automation allows you to create and schedule emails to be sent out when they are relevant. This saves you time, makes your communication strategy more efficient, and generates more leads or sales for your business.

How Does Automation Work?

Effective automation requires tracking and analyzing data so that your communications reach customers at the right time with the right message. Marketing automation can track prospective customers from their initial visit to your website all the way to post-purchase and beyond. When you track the behavior of leads and customers, it makes it easier to see which of your marketing strategies is most effective, what the typical path from search to sale looks like, and what triggers customers to convert.

You can set up your automation to contact potential customers throughout the sales process. For example, if they’ve spent time searching for a product or service but haven’t yet purchased, automation software could trigger an email that will remind them of their interest and highlight the benefits of what you’re offering. Once they’ve made a purchase, you could send information about how to make the best use of the product. Down the road, your automation could suggest similar products that may interest your customer or upgrades to their current memberships or subscriptions. One name for this kind of triggered marketing campaign is a drip campaign.  Personalized emails generate 6 times more revenue than non-personalized emails, and this can have real benefits for your business.

The core of the effectiveness lies in the trigger. You can craft emails that are specific to what the lead is doing and what you hope them to do in the future. It’s kind of like a “choose your own adventure” book. Each action a lead takes brings them further down their own path, and that path may be slightly different than everyone else’s.

Segment for Success

In addition to sending emails on a trigger system, you can segment your email lists based on demographic factors like location, age, or sales history. This will help to increase sales and generate leads, as your audience will be receiving more relevant content. You can also use automation to ask your contact list what their content preferences are, to further target them with the right content.

A key point to remember is that automation is aimed at engagement. With automation, you are contacting prospects and customers when it is most relevant to them, with the goal of them completing an action so they will further engage with your company.

Types of Automated Emails

If you want to send automated emails but aren’t sure where to begin, here are some examples:

Welcome

A welcome email is one of the most basic forms of email automation. You may even have come to expect such an email once you’ve subscribed to an e-newsletter or opened an account. It’s a great first touch, and you can use it to express gratitude or include a special offer. Craft the email to encourage the recipient to take some further, immediate action. Include a “Shop Now” button, or a link to a compelling piece of content on your site.

Enhance the Purchase

While a simple “thanks for your purchase” on its own doesn’t hold much engagement value, you can make this type of email into something more. A key purpose of content marketing is to offer customers information and value. In a thank you email, you can include links to tutorials, guides, blog posts etc., which will help customers to get the most out of their purchase, drive traffic to your site, and position you as an authority in your field.

Feedback

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Another effective way to step up a thank you email is to ask customers for feedback. Encourage recipients to answer one simple question about purchase experience, satisfaction, or what they hope to get from the purchase. An email like this will get recipients to engage and provide you with valuable info.

Complete a Sale

The internet is a prolific resource for shopping, but there is also a lot to distract us. I can think of many times I’ve shopped around or filled a web cart, but not completed a purchase. You probably have, too. Whatever your business, there will be visitors who come to your website and consider a purchase, but don’t follow through. These are very qualified leads, who may need just a little push to commit to a sale. Automation software can easily track these visitors and abandoned carts, and send emails to the individuals to bring them back to your site and continue on.

Renewals & Expirations

Retaining current customers is much easier than searching for new ones, and automation will make this process easier. Automation software keeps track of when renewal payments are required and subscriptions are due to expire. It will then send your customers an automatic reminder to make a payment.

Birthdays

People love special attention on their birthdays, and you can use this occasion to offer something extra to your customers. The software will track birthdays and send communications accordingly, giving a fun and personal touch to your emails.

Appointment Reminders

If your business schedules recurring appointments on a regular basis, email automation can remind customers when they are due for their next appointment. You won’t have to call each patient or customer individually, and you’ll be encouraging your current customer base to return to your business.

Events

Automation works great for event reminders. Once someone signs up to attend an event you’re hosting, you can periodically send them emails with date reminders, additional info they’ll want to know, and other events they may be interested in based on the one they’ve registered for.

Tips for Email Marketing Automation

Write Enticing Subject Lines

It’s as simple as this: if you don’t have a compelling subject line, your email will not be opened. Take the time to hit just the right note.

Have a Clear Call to Action

Automated emails are specific to the customer, and you need to be specific in what you’re asking them to do. Have one clear goal for each automated email. And make sure it is obvious what response you are looking for from the recipient.

Write Compelling & Concise Copy

Connect with your readers using persuasive and engaging copy, and keep it short. Most readers will scan for relevant info, so make use of bullets and bold text to get your message across.

Measure, Measure, Measure

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Like any marketing strategy, automation can and should be tested. You can split test your email message content to see what is more effective. And it’s essential to analyze your data (like open and response rates). Marketing automation is meant to operate on its own. But it still requires adjustments on your end to ensure that your content is performing the way you want it to and is aligned with the marketing goals you have for your business.

Let Subscribers Manage Preferences

The worst thing you can do is offend or annoy your audience. Give them the opportunity to tell you what they want to see from you and how often they want to see it. Having them engage less is better than an unsubscribe. But, make sure every email includes a visible opt-out link.

Start Simple

There are many different ways to implement marketing automation, and many opportunities you can make use of. But if you’re just starting out, don’t try to do it all at once; rather, focus on only one or two automation campaigns in a comprehensive fashion.

Don’t Forget Your Purpose

Always remember you are looking to engage and nurture relationships, and ensure your emails are consistently doing so.

According to The Direct Marketing Association, segmented and targeted emails generate 58% of all revenue, which is huge! While this is a great reason to use marketing automation, we recognize that it can be hard to get things started. Paw Print & Mail is fully equipped to help you develop an automated and multi-channel marketing strategy. Contact us to get started on your marketing campaign.

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