Email marketing automation sounds fancy, doesn’t it? Maybe a bit too high-tech for some, but it’s not like this in reality. Email marketing has long been a staple in digital marketing, and when you add automation into the mix, you open a whole new world of possibilities.
Automation boosts your email marketing results for large customer bases, which are hard to manage manually. With it, you can convert way more leads into loyal customers than you would with handwritten emails to each.
So let’s dive into how you can automate email marketing and what to expect from this effort.
What Is Email Marketing Automation?
Before we get too deep, let’s clear the air about the basics. Automation of email marketing is the process of setting up a series of emails that go to subscribers automatically, based on their behavior or predefined triggers. It’s the email equivalent of having a personal assistant who sends the right message at the right time without pressing Send every time.
An easy example is when someone signs up for your newsletter, and you don’t have to manually send them a welcome email. Instead, an automated system takes care of it, sending them a nice little message thanking them for subscribing.
Then, depending on their actions (or inaction), your system might send follow-up emails with discounts, tips, or content that keeps them coming back.
This is the main benefit of email automation: it works for you around the clock, and you can create as many emails in a chain as you need.
Why You Should Care About Email Marketing Automation
When it comes to engagement and conversions, automation pursues your prospects better than the most ambitious sales rep would. According to Campaign Monitor, automated emails generate 320% more revenue than non-automated emails. This means automation is a proven strategy to increase engagement to the levels you’ll notice.
Such results are possible because automation tools nurture relationships with your leads, guiding them down the sales funnel without much manual effort on your part.
For example, an online store might set up an eCommerce email marketing automation that sends customers a Hey, we miss you! email when they abandon their shopping cart. It’s simple but effective—and way more efficient than chasing down every abandoned cart yourself.
The good news is you don’t have to be too tech-savvy to implement this. There are tons of email marketing automation platforms out there to manage everything.
Choosing the Right Email Marketing Automation Software
Now that you know why automation is important, let’s talk about how to set it all up. Choosing the right email automation software often defines success, so the platform you pick should meet your needs. These needs might be customer segmentation, advanced analytics, or integration with other marketing tools.
Popular email marketing automation tools like Mailchimp, HubSpot, and ActiveCampaign can do all of this and more. But how do you choose between them?
A good starting point is to ask yourself what you want your emails to do. If your goal is to send out regular newsletters, a basic tool like Mailchimp might suffice. But, if you’re looking to create complex workflows based on user actions, you may need something more robust like HubSpot or ConvertKit.
Each platform has many valuable features, including drag-and-drop builders for workflows, in-built analytics, and flexible segmentation options. And don’t forget about integrations! Your email marketing platform needs to play well with other tools in your tech stack, like your CRM system or eCommerce platform.
If you’ve made your choice about the perfect platform, next you’ll need to set up your workflows.
Building Effective Email Marketing Automation Workflows
The email automation workflow is essentially the sequence of events that triggers an email to be sent out. For instance, imagine you run an online fitness store. When a new subscriber signs up for your newsletter, your system automatically sends them a Thank you for signing up! email with a discount for their first purchase.
Then, you can set up an automated workflow that sends follow-up emails depending on their engagement. Another step will be sending emails based on their browsing behavior, like follow-ups with personalized product recommendations or tips. You can just tell them how to make the most out of their purchase.
If they abandon their cart, an email reminding them about their forgotten items could be sent, too. This type of strategy is proven to increase conversions. As Salesforce says, 80% of customers are more likely to make a purchase when brands offer personalized experiences. So, make sure your workflow is as personalized and timely as possible.
Email Marketing vs Marketing Automation: What’s the Difference?
You might be wondering: isn’t email automation just a part of marketing automation? Well, yes and no. Both email marketing and marketing automation share common goals, like driving engagement and conversions, but there’s a subtle difference.
Email marketing typically refers to the sending of emails to a group of people. It’s more about one-way communication where you deliver information to your audience. On the other hand, marketing automation is a broader concept that covers much more than email. It includes automating tasks across many channels, like socials, websites, search engines, marketplaces, and more.
Marketing automation platforms, like HubSpot and Marketo let you do more than automate emails. They automate lead nurturing, customer segmentation, and even social media campaigns.
So, yes, email marketing is often part of marketing automation; but the latter is a more comprehensive strategy to optimize your entire marketing process.
Do You Need an Email Marketing Automation Agency?
Implementing email marketing automation is a lot of work, especially if you’re new to it. That’s why an agency can make your life easier. Agencies specialize in setting up workflows, creating compelling email sequences, and optimizing campaigns for the best results. Their expertise will help you avoid common pitfalls and create a more effective automation strategy.
For example, an agency can assess your current email marketing strategy, identify gaps, and create personalized email flows. Plus, they’ll analyze the performance of your campaigns, making edits to boost your ROI.
Best Practices for Boosting Engagement and Conversions with Email Marketing Automation
Segment Your Audience
The days of sending blanket emails to your entire list are over. You can even get banned for this by email providers! It’s best to segment your audience based on factors like demographics, behavior, and purchase history. Thus, you’ll send targeted, relevant emails that resonate with your subscribers.
For instance, create a group for highly engaged customers who open and click almost every email, and another for less active subscribers who haven’t interacted with your emails in a while. To each, you can send content that feels like home and stops subscribers from getting tired of irrelevant emails.
What to send to such groups? You can push special offers or loyalty rewards to your most engaged users and re-engagement emails (like discounts or surveys) to users who haven’t interacted in a while.
Use Clear and Compelling Subject Lines
Personalize Your Emails
Personalize Again But Beyond Just Names
Good personalization goes beyond using someone’s name in the subject line. Use the data you have to offer a unique piece of content. For example, if a customer bought a jacket from your online store, send them an email suggesting matching accessories or other jackets in a similar style.
Or if you run an online pet store, you could create dynamic content that displays different products based on whether the subscriber owns a dog or a cat.
Time Your Emails Well
Keep Your Emails Value-Driven
Give Easy Unsubscribe Options
Test and Optimize
Don’t just set up an email and forget about it. Test different subject lines, CTAs, and email designs to see what works best. Use A/B testing to improve your email campaigns every month. For example, test different subject lines like Limited Time Offer vs. Just for You: 10% off Today to see which one gets a higher open rate.
Or test CTA buttons like Shop Now vs. Claim Your Discount” to discover which one leads to more clicks.
Set Up Triggered Emails
Review and Clean Your List
Not everyone on your email list will engage with your emails forever. Over time, some people will stop opening your emails or, worse, mark them as spam. So, clean your email list from time to time by removing inactive subscribers to improve your email deliverability.
The more engaged your list is, the better your open and click-through rates will be.
Optimize for Mobile
Did you know that over 50% of emails are opened on mobile devices? If your emails aren’t optimized for mobile, you’re missing out on a huge chunk of potential engagement. Make sure your emails look great on all screen sizes. Do this by using responsive designs, large fonts, and buttons that are easy to click on a phone. A poor mobile experience, on the other hand, will leave you with high bounce rates and lost sales.
Analyze Your Data
Let’s Make Your Email Automation Work Harder
Getting the hang of email marketing automation can pay off in engagement and conversions. By picking the right automation platform, setting up solid workflows, and fine-tuning your strategy, you’ll be able to run effective automated campaigns. Automated email marketing fits every business: big eCommerce, local fitness centers, online educational platforms, and more.
If it ever starts to feel like too much to handle, there is always a digital marketing agency that can’t wait to take the reins of your email strategy! So go ahead, set up your automated emails, and watch the results come in.
