Email Automation Guide: In less time, get more done 2022

Email Automation Guide
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You’ll discover everything you need to know about email automation in this tutorial, including what it is, how it works, and the benefits it provides. We’ll also go over five stages to get started with email automation, as well as three methods to use it to improve customer experience and increase income.

Let’s get started with this email automation guide, which has a lot to cover.

Email Automation Guide: In less time, get more done

What Is Email Automation?

The technique of delivering triggered emails to your subscribers automatically is known as email automation. Instead of creating time-consuming broadcast email newsletters and one-off email marketing campaigns, email automation allows you to compose an email or series of emails and schedule them to send when a certain trigger is triggered.

The welcome email or welcome email series is one of the most prevalent uses of email automation. Welcome emails are meant to introduce yourself to prospective subscribers, set expectations, and generally get the connection started once they sign up for your marketing emails.

Creating a new welcome email for each new subscriber would become tedious and time-consuming very fast. You’ll save a lot of time and money if you set up email automation to send those emails automatically.

What is the Process of Email Automation?

Email automation is actually rather straightforward. You create a set of criteria that, if met, will send an email or a series of emails. Email automation allows you to develop automatic email marketing workflows that don’t require any extra effort when they’re set up. Here are some workplace email automation examples:

  • After joining an email list, you’ll receive a welcome or confirmation email.
  • Survey responses generate specific emails.
  • Emails to subscribers when they return to your site
  • To encourage customers to complete a transaction, send abandoned cart recovery emails.

Email Automation’s Advantages

Automated email campaigns account for 21% of email marketing income, according to Campaign Monitor. In addition, they have a 70.5 percent higher open rate and a 152 percent higher click-through rate than ordinary email newsletters. You may also focus on other areas of running and growing your business instead of babysitting subscribers when you automate your email marketing.

There are numerous advantages to email automation. Let’s look at a few of them more closely.

Recovering Lost Customers

It’s possible that you have a list of previous consumers who haven’t bought from you in a while. Instead of sending them your usual email newsletter and hoping they return, you may build and send a win-back campaign using email automation.

Different win-back campaigns should be created based on the segments that are most relevant to you. This could be prior customers who have spent more than a particular amount of money with you or consumers who haven’t made a purchase in a given length of time.

Enhance the Customer Experience

Subscribers adore customization. Personalized marketing earn 75 percent of email sales, according to Moosend. Furthermore, tailored emails result in a 6X increase in transaction rates (Instapage). However, individually composing each and every email is a waste of time.

You may build a tailored and unique consumer experience by using email automation strategies instead of manually segmenting, creating, and delivering emails. Most email automation platforms contain features such as tagging, segmenting, dynamic content, and much more.

The email has a personal feel to it, as if the corporation knows who you are and what you want. This increases the likelihood that you will pay attention when the company offers recommendations about what to buy. Consumers expect a tailored experience, and email automation makes that possible.

Manage Your Email Replies More Efficiently

Email automation allows you to manage your email responses without having to respond to each one individually. Within your email marketing provider, you may set up autoresponders to handle the answers that come in, ensuring that your leads are nurtured and nothing gets through the gaps.

To keep your sales staff informed, integrate your email marketing service with your CRM programme. You might be able to move the conversation from email to real-time chat depending on the live chat programme you use.

Boost Customer Satisfaction

Another advantage of email automation is how quickly you can respond to emails from customers and subscribers. You can keep your sales and support teams ready to jump in at a moment’s notice with the correct mix of email marketing services and CRM software, which is a sure-fire method to endear customers to your brand.

You can also automate recurring communications with your subscribers to show them that you care and appreciate them. This could incorporate things like scheduling promotions, sending birthday and anniversary emails, and sending event notifications, among other things. These emails keep you top of mind with your readers and help you create relationships that lead to increased consumer loyalty.

Keep an Updated Email List

Did you realize that your email list shrinks by around 22% per year? This can have an impact on open rates, click-through rates, conversions, and sales, among other things. That’s why we suggest using email automation to assist you get rid of email addresses that are out of date, bouncing, or haven’t participated with your email marketing campaigns in a long time.

Boost Your Revenue

Email automation makes it simple to design several campaigns that may be scheduled or triggered at various times to satisfy a variety of needs. You can use automation to reactivate lapsed consumers, promote your customer loyalty programme, recover abandoned carts, and share bespoke deals with certain groups, among other things.

Increase Customer Retention

One of the simplest methods to keep existing customers is to use email automation. You may create targeted, automated email marketing campaigns that deliver the content and promotions your subscribers want when you segment your email list. Subscribers and consumers are more inclined to stick around if their requirements are addressed.

5 Steps to Successful Email Automation

Email automation is simple to implement. While it does require some initial effort, automation more than pays for itself. However, if you’ve never used email automation before, you’re probably unsure where to begin. Continue reading… We’ll walk you through five steps to get started with email automation in this section.

1. Select the Appropriate Email Marketing Service

When it comes to email automation, picking the correct email marketing solution is crucial. With so many email marketing services available, it can be difficult to determine which one is best for your company. Because you want to automate your emails, make sure the email marketing solution you choose has the automation tools you require. While you may not require all of the features found in enterprise-level software, you should look for an email marketing platform that allows you to expand. Here are a couple of our favorite email marketing services with great automation capabilities:

  • Sendinblue. Includes beginner and advanced workflow examples.
  • Constant Contact. Offers tools that automate the process of collecting leads, staying connected with leads, and retaining customers.
  • GetResponse. Includes tools to build an automated customer journey.
  • ConvertKit. Visual email automation tools to create marketing funnels, send targeted content, and segment subscribers based on their customer journey.
  • Mailchimp. Create custom marketing workflows, send trigger-based transactional emails, and schedule your email marketing campaigns.

2. Segment

Creating automatic workflows is much easier when your email list is segmented. Behavior, demographics, psychographics, location, purchase history, and just about everything else you can think of may all be used to segment your email marketing list. Instead of having thousands of segments, think about who you want to target the most. It makes little sense to segment based on place if you don’t have location-based marketing, for example. Consider who your target audience is and develop segments to represent each of the groups you’re attempting to reach.

3. Develop an email marketing strategy

In general, email marketing needs a plan, but email automation requires it even more so. Begin by examining the information you already have about your subscribers and building your email automation around it. This may include sending re-engagement campaigns to subscribers who haven’t opened your emails in a while or using an email signup as a trigger for a welcome email series.

Begin with a basic email automation approach and work your way up. You don’t have to build a whole email automation collection at once. Before shifting those new subscribers over to your usual email newsletter mailings, we recommend starting with a welcome email series of 5–7 letters meant to introduce your business to new subscribers and establish the groundwork for a healthy relationship.

An abandoned cart recovery email or email series is the second email automation we recommend for eCommerce organizations. Every year, 75.6 percent of carts are abandoned globally (SaleCycle), losing eCommerce businesses over $18 billion (Dynamic Yield).

That’s a significant sum of money to throw away.

An abandoned cart recovery email series might encourage customers to return to your site and finish their transaction. While it’s true that 40% of customers put items in their carts with no intention of purchasing them (Annex Cloud), that still leaves 60% of shoppers who meant to complete their transaction but didn’t. A successful abandoned cart recovery email campaign might make the difference between a sale and a loss.

4. Make Workflow Plans

The next step is to map out your workflows now that you have your email strategy in place. Every email marketing provider has a different approach to creating workflows, so check the help or support parts of the website for more information. Here are some things to think about while you plan your workflows:

  • Who are you attempting to contact?
  • What are your expectations of them?
  • How will this audience be included into the process?
  • What steps should be taken?
  • What kind of artwork, copy, or other assets do you require?

You’re ready to set up your workflow in your email marketing service and test it when you’ve answered all of those questions.

5. Test and Improve

It’s time to test and enhance your workflows once you’ve established them. Your email marketing platform should provide detailed information on the email marketing metrics that are important to you (open rates, conversions, click-through rates, etc.). Before you start A/B or split testing your workflows and emails, use this data as a starting point. This will assist you in determining which email subject lines or offers get the most conversions.

How to Grow Your Business with Email Automation

We’ve already covered a lot in this email automation guide, but we wanted to make sure you have a few actual examples of how you might utilize email automation to improve your business.

Automate Your Welcome Emails

To introduce your new subscribers to your brand, generate brand affinity, and lead them deeper into your marketing funnel, create a welcome email series of 5–7 letters. To give you an idea of what to include in each email, here’s a sample welcome email series:

  • Welcome. Use this email to keep your word (if a user signed up for a lead magnet). You should also include details about your company, as well as links to some of your best content and social media profiles.
  • Learn More. Send a follow-up email a few days following your welcome email with extra information about your company and the products and services you provide.
  • Education. This email will be sent a few days following email #2 and should explain how your company is well positioned to address a specific pain point that your subscriber is experiencing.
  • A simple request. You’re asking subscribers to commit to something modest in this email, which is sent a few days following email #3, in order to prime them to say “yes” to bigger requests in the future. It might be as basic as requesting that they follow you on social media.
  • A larger request and a coupon. You should include information about your products and services, as well as a coupon or other appealing offer, in the final email of your welcome email series.

Automate the Recovery of Abandoned Carts

It’s not necessary for your abandoned cart email series to be as long as your welcome email series. In this series, we propose sending three emails. Timing is crucial in abandoned cart retrieval. Here’s an example series that you can tweak to fit your needs:

  • One Hour Mail. Send an email to shoppers an hour after they abandon their cart with a reminder of the things in their cart, photographs of the products they’ve forgotten, and a simple call to action like “Complete Your Purchase.”
  • One Day Mail. Send another email the next day if your one-hour email didn’t work. Consider including social evidence, benefits of the abandoned products, or a risk-reduction promise in this email.
  • Five Day Email. If your first two emails were unsuccessful, wait a few days before sending your third one. In this email, you’ll offer the shopper a discount to encourage them to complete their purchase. This isn’t something you should do all of the time (your customers will expect it), but it is a terrific strategy to recoup more of your abandoned cart money.

Lead Nurturing Sequences Can Be Automated

Lead nurturing sequences are required to move subscribers farther down your marketing funnel and towards conversion. You may use a similar procedure for welcome emails because they are a type of lead nurturing sequence. A lead nurturing sequence of five emails is fairly decent. A lead nurturing sequence is shown below.

#1.The first email is sent as soon as the trigger is triggered. A lead magnet download, a free trial signup, or even a purchase might be the trigger.

#2. In this email, you’ll want to address your subscribers’ concerns and offer solutions.

#3.  Provide social proof in your third email to back up your assertions that you can address your subscribers’ concerns.

#4. Use this email to reassure your subscribers that you understand their plight (empathy).

#5. Make a difficult request in the final email in your lead nurturing series. Your call to action is all about purchasing something, and you’re not bashful about it.

Conclusion

Although email automation has many moving components, it does not have to be time-consuming or difficult. In reality, the reverse should be true! This email automation guide’s advice and email marketing templates will help you get started on your way to reaching your email automation goals. Begin by focusing on the segments of your audience that are most useful to your organisation before extending out into other categories to boost your sales even more.

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