How to Automate Your Email Marketing

In case you’re wondering, automation is nothing new. As early as the 1800s, people were using automated email marketing campaigns to send out newsletters, offer discounts, and more. But the advent of the digital age brought with it a new set of challenges, which led to a revamp of this old technique.

Here are the top email marketing automation tips for a business of any size.

Set Up The Correct Automation Plan

Automated email campaigns can work for a small business or a huge brand, but only if you plan out the right strategy first. The first step is to set up your automation plan. This entails thinking through the different email campaigns you’ll run, the triggers (such as the action that needs to happen when a customer makes a certain type of purchase), and the copy (the words and language you’ll use in your emails).

You can also use software like HubSpot to help you work out the correct automation plan. With HubSpot, you can build out a mastermind group, which involves getting together with subject matter experts (people who know a lot about your industry) to brainstorm ideas, set goals, and champion a common vision.

Measure The Success Of Your Campaign

One of the biggest challenges for anyone running an automated email campaign is figuring out how to measure its success. Unlike some other marketing channels, like social media, where you can monitor the activity of your fans and followers on a daily basis, email marketing is a bit more of a puzzle. Not to mention the fact that you have no idea how many people actually opened your emails or clicked on the link to take further action (like making a  purchase or signing up for a newsletter).

If you wonder too, why not try and measure the success of your campaign? There are many tools available to help you with this. For example, you can use Google Analytics to track the behavior and performance of your website’s traffic. Or you can look into the opening rates of your emails to see how well they’re performing.

Don’t Forget About Email Clutter

If you’re using email marketing as a means of connecting with customers and prospects, you have to keep in mind that they’re bombarded with unsolicited emails every day. Just like with social media, using email to promote your business can seem veritable spam to the average person.

To keep your email marketing legitimate, you need to follow the SPAM (Senders Policy Agreement Sender Policy Agreement) guidelines. First, you need to set up a spam trap (also known as a gulf check), which alerts you when you send an email that is likely to be considered spam. Then, you can review the list of recipients and remove any email addresses that are not worth sharing with your target audience.

Make Sure You Always Have A Reason For The Email

Not every email needs to be a hard sell. Simply because a business exists doesn’t mean it has to be pushy (and often times, the pushy ones are the ones that work). Sometimes, an email simply needs to be a quick update on a status of a project or an offer of a discount or a new product.

With the right approach, you can use email marketing to keep in touch with your audience, remind them that you exist, and generate business. And maybe, just maybe, they’ll even value your input enough that they’ll be more likely to click on a link or make a  purchase. 

Whether you’re using traditional email marketing or a tool like HubSpot, the key is to make sure that each email you send out has a business reason.

Scroll to Top