Email Marketing Automation

How does email marketing automation work?

To have a successful online presence, consistent communication with your prospects and customers is paramount. Attracting traffic to your website can evidently increase the likelihood of making sales. To successfully implement email marketing automation, you should create a pre-selected trigger list. The benefit of determining visitor activity on your website is so you can make relevant automated email content that is going to be released based on the triggers that your subscribers perform. Email marketing automation doesn’t have to be a boring blast email that you send once a week, now more than ever you are able to create captivating and personable emails that are designed for your different target audiences. Using your email list is a guaranteed way to make sure that you are able to communicate campaigns, important messages, sales and so much more.

5 reasons to reconsider email automation :

1) It designs the customer’s experience

In a conversation with Mailchimp, leading marketing consultant, Tim Watson, stated that engagement starts from the moment a customer lands on the homepage of your business’ website to their email inboxes when they sign up for your email list. The type of engagement you receive all depends on the kind of business you operate but there are many ways of getting creative to captivate your customers’ attention. After a visitor subscribes for your emails, a welcome email should automatically send from your business’ automated email repertoire. Following this action, it is also useful to begin tracking your new subscriber’s account activity so you can establish groups within your target audience – this is called email segmentation.

2) Segments your email list to curate your content for the right subscribers

When you notice certain subscribers are performing similar actions on your website (for example, viewing or adding the same products to their carts or clicking through the same posts), begin segmenting the accounts. This will let you target your email list as much as possible which is useful when figuring out what kind of content you want in your automated emails. In addition, you are able to add this activity to the pre-selected triggers list that you created in the beginning of your automated marketing journey. Email segmentation can take a while to determine because you have to observe your customers account history and understand their purchasing/browsing behaviours. For example, if a customer purchases a product for the first time it is probably not wise to include them in the same list of customers who have bought the same product more than once.

3) Creates a call-to-action (or CTA) for your subscribers

There are a number of reasons why you may want to email your subscribers. Newsletters, product launches, promotions and limited offers are the most common automated emails that many businesses use. However, there is another reason that can actually be a huge missed sales opportunity: abandoned carts. Automated email marketing is seeing more and more of these types of emails nowadays and rightfully so. If you are running an eCommerce business, advertising can also come straight from the activity in your store’s cart feature. Another pre-selected trigger to add to the list! When the prospective buyer receives this notification in their inbox after a few hours away from their cart, you are increasing the probability of turning this abandoned cart into a sale by 75%!. A call-to-action can also include a reminder that an offer or promotion is ending soon.

4) Create automated campaigns

Email automation can also be used as a form of storytelling between you and the customer. It doesn’t always have to be an announcement that will most likely be left on read without any follow through from the receiver. But a good email campaign can change a passive reader into an active participant. These can be sent weekly, monthly or yearly depending on their goal. For example, automated birthday messages are more likely to receive traction because it is a personable message that usually involves an exclusive promotional offer. There are also seasonal campaigns that are useful to keep your business up-to-date with the current trends and they don’t all have to be for your segmented email list, but for everyone who’s signed up to be part of the email community.

5) Increase efficiency and engagement

Having to send emails manually every week or month can be time consuming and near impossible, especially if you’re segmenting your email list yourself. Automated emailing is a productive tool that can act as a free source of advertising for your website or business. Without even thinking, your business is communicating with customers and even increasing website traffic. Website engagement and activity are both beneficial to the success of your business. Automated emails do both of these things at the same time. When a subscriber receives and opens an email from your website or business, they are engaging with the content and when they click on the hidden links included within the email, they are now increasing activity on your website.

Conclusion

Email marketing automation is widely used nowadays and there are so many reasons why. Organizing account activities across all of your prospective customer accounts is an integral part in creating personalized content that you may want to share with your email list. There are easy marketing services available for small to large-scale businesses looking to utilize email marketing as part of their advertising efforts. It may take a few tries to get a strategy going depending on your business but once you’re able to figure out what works for you, automated emails can increase website engagement and productivity.

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