Email marketing is a powerful tool for businesses to reach out to their customers and build relationships with them. However, creating and sending out individual emails to every subscriber on your list can be time-consuming and inefficient. This is where email automation comes in.
Why Email Automation
Email automation is the process of sending out pre-written, targeted emails to subscribers on your list based on their actions or behavior. It can save businesses time and resources, while also improving the effectiveness of their email campaigns.
With email automation, you can set up triggers that automatically send out emails based on subscriber activity, such as signing up for a newsletter, making a purchase, or abandoning a shopping cart. These targeted emails can increase engagement, improve conversion rates, and ultimately drive more sales.
In addition to saving time and improving results, email automation also allows businesses to personalize their communication with subscribers. By tailoring emails to specific actions or interests, businesses can create a more meaningful and relevant experience for their subscribers, leading to stronger relationships and increased loyalty.
Overall, email automation is a valuable tool for businesses of all sizes, and it can have a significant impact on their email marketing success. In the following sections, we will explore the steps involved in setting up email automation, the different types of email automation, and best practices for optimizing email automation campaigns.
Setting Up Your Email Automation
1. Identifying Your Goals
The first step in setting up email automation is identifying your goals. What do you hope to achieve through your email campaigns? Are you looking to drive sales, increase engagement, or simply keep subscribers informed about your products and services? Your goals will inform the type of email automation workflows you create and the types of emails you send out.
2. Segmenting Your Email List
Segmenting your email list involves dividing your subscribers into different groups based on shared characteristics or behaviors. By doing so, you can create targeted email campaigns that speak directly to the interests and needs of each group. Some common ways to segment your list include demographics, behavior, purchase history, and engagement level.
3. Creating an Email Automation Workflow
The process of creating an email automation workflow involves mapping out the various emails you want to send out, and the triggers that will prompt them. For example, a typical workflow might involve sending a welcome email to new subscribers, followed by a series of nurturing emails that educate subscribers about your products or services, and finally, a promotional email that encourages them to make a purchase.
4. Best Email Automation Tools
There are many email automation tools on the market, each with its own set of features and benefits. Some popular options include Mailchimp, Hubspot, ActiveCampaign, and Constant Contact. When choosing an email automation tool, consider factors such as ease of use, customization options, and pricing.
Types of Email Automation
1. Welcome Emails
Welcome emails are automated messages that are sent to new subscribers who have just signed up for your email list. These emails are a great opportunity to introduce your brand, set expectations for future emails, and encourage subscribers to engage with your content.
Welcome emails can help improve email marketing results by increasing open rates and click-through rates, and by setting a positive tone for the subscriber’s relationship with your brand.
A welcome email from a clothing retailer could include a discount code for first-time customers, along with information about their brand and products.
EXAMPLE:
Subject: Welcome to [Brand Name]
Hi [Subscriber Name],
We’re thrilled to have you join our community! As a thank you for signing up, we’re offering you 10% off your first purchase. Simply use the code WELCOME10 at checkout.
At [Brand Name], we’re passionate about [your mission or products]. We’ll be sending you regular updates, exclusive offers, and helpful tips to help you get the most out of your experience with us. If you have any questions or feedback, feel free to reach out to us anytime.
Thanks again for joining us!
Best,
[Brand Name]
2. Abandoned Cart Emails
Abandoned cart emails are automated messages that are triggered when a customer adds items to their online shopping cart but does not complete the purchase.
These emails are designed to remind customers of the items they left behind, and to encourage them to complete their purchase. Abandoned cart emails can help improve email marketing results by recovering lost sales and increasing revenue.
An abandoned cart email from an e-commerce store could include a reminder of the items left in the cart, along with a special offer or discount code to encourage the customer to complete their purchase.
EXAMPLE:
Subject: Don’t forget your items at [Brand Name]
Hi [Customer Name],
We noticed that you left some items in your shopping cart at [Brand Name]. We wanted to remind you about them in case you were still interested.
We’re offering you a special discount of 15% off your entire purchase if you complete your order within the next 24 hours. Simply click the link below to return to your cart and checkout.
[Button: Return to Cart]
Thank you for considering [Brand Name]! We hope to see you soon.
Best,
[Brand Name]
3. Re-engagement Emails
Re-engagement emails are automated messages that are sent to subscribers who have not engaged with your emails for a certain period of time. These emails are designed to win back inactive subscribers and encourage them to engage with your content again. Re-engagement emails can help improve email marketing results by keeping your list engaged and reducing the number of inactive subscribers.
A re-engagement email from a travel company could include a personalized offer based on the subscriber’s previous travel history, along with a call to action to book their next trip.
EXAMPLE:
Subject: Are we still on?
Hi [Subscriber Name],
We haven’t heard from you in a while, and we wanted to make sure everything is okay. We value your relationship with us and want to continue providing you with helpful content and offers.
To help us better serve you, we’d love to hear your feedback. What type of content are you interested in? What can we do to improve your experience with us?
As a thank you for taking the time to share your thoughts, we’re offering you a special discount of 20% off your next purchase. Simply use the code WEHEARTYOU at checkout.
Thank you for being a part of our community. We look forward to hearing from you soon.
Best,
[Brand Name]
By utilizing these different types of email automation, businesses can create effective email campaigns that target specific behaviors and interests, and that ultimately leads to increased engagement and sales. In the next section, we’ll explore best practices for setting up and running email automation campaigns.
Conclusion
Email automation is a powerful tool that can save time and improve email marketing results for businesses of all sizes. By following the best practices outlined in this blog, businesses can create effective automation campaigns that deliver personalized, timely messages to their subscribers.
So, whether you’re a small business owner or a marketing professional, it’s time to start using email automation today to grow your business and drive better results.
