You can use email automation to send automated marketing emails to pre-designated recipients. Not only can this speed up everyday operations, but there are also specialized applications that enable you to send out email campaigns that’ll automatically send out emails when customers trigger them.
Here’s what you need to know about email automation.
What are the advantages of email automation?
The advantages of email automation are abundant and carry profound implications for email marketing as a whole. Email automation can be used to send out emails after they’re triggered by the customers, which differentiates it from newsletters and one-off campaigns.
An example of this would be the generation of welcome emails. When a customer signs up for your services or newsletters, it’s good practice to send out a welcome email. Sending these, however, shouldn’t be done manually, as that would take a great deal of time. Email automation is responsive, and you can rely on it to issue welcome emails and other routine communications based on triggers.
How to utilize email automation in marketing—best practices
Utilizing automation is one of the most critical aspects of email marketing. One of the keys to success is to organize the emails around a strategic series of clearly defined triggers. Re-engagement emails, for example, are another critical component of any email automation strategy. Keeping customers engaged is crucial to success. Customers who’ve been inactive should be sent automated re-engagement emails to spark fresh activity.
Re-engagement emails are only one of many email types you should have written and organized. Organization is key here, as you’ll need the emails ready for use when using automation. If you plan it carefully and have an email prepared for every common situation, you’ll be in an excellent position to benefit from email automation. Customers receiving trendy and personalized emails will be more engaged, and this can help you skirt spam folders and maximize the efficiency of your email marketing campaigns.
Only 30% of customer service emails in the United States are answered in less than an hour.
Another area in which you should use email automation through an email service provider is customer service. Of all departments, customer service receives one of the heaviest loads in emails. One of the best practices in email automation is to tailor it around responding to emails that are being sent to customer service departments. Empowering customer service with email automation tools is an advantage not to be ignored.
How to measure the success of email automation
Measuring the success of email automation is made easy by metrics like the number of emails opened. You can run these against the increases in sales and customer engagement.
The benefits of email automation are tempered by the extent of your use of email service providers, and using an email service provider can yield incredible benefits for your business.
Email service providers come with three general levels, which are outlined below.
- Freemium – accounts that support useful basic automation features.
- Mid-tier – provides exceptional service for growing businesses, powering robust campaigns and analytics.
- Enterprise – sports all-in-one solutions and is best suited for large firms with dedicated marketing teams.
The different levels of email service providers can cover the needs of businesses of any size, from the smallest to the largest of firms.
Does it really matter?
Email automation has a symbiotic relationship with marketing as a whole, as it’s one of the most powerful tools in the field. You should take advantage of email automation in as many campaigns as possible to achieve maximum efficiency in expanding your reach.
Knowing the best email automation practices is key to running successful marketing campaigns. Whichever level of service you choose from your email service provider, your business will grow with email automation.
Check out Campaign Monitor for more information and enjoy the best of email automation.