Many email marketing platforms come with sophisticated automation tools that can take the drudgery out of email marketing. What is automation, and how can it make my life easier as a marketer? Let’s find out.
More Personal
With automation, you can set specific email campaigns that will be triggered based on customer behaviour. You can set email campaigns along with automated emails to be sent out to your customers on a certain day or at a specific time.
For example, you can set up an email marketing campaign where, on a weekly basis, you are sending out a newsletter with tips and tricks on how to improve their productivity at work. You can set the campaign to go live every Monday morning at 9 a.m. Every week, you will receive an email from the platform with a list of 16 tips followed by a request to make a purchase or sign up for the newsletter.
The cool thing about this campaign is that you can personalise each email by adding a face to the email. When the customer receives the email, they will see a familiar face with a friendly message. This is a much more personal touch and could potentially inspire the recipient to read the email and follow the instructions.
Faster Deliveries
The beauty of automation is that it allows you to scale your email marketing efforts quickly and effectively. You can set up a series of automated emails that will be sent out to your customers based on an event, such as making a purchase or filling out a form.
You can set up the event along with the corresponding email campaign so that when the customer triggers the event, they will receive the email and be prompted to take action. For example, let’s say you sell shoes online. You can set up an email campaign where, when a customer purchases a pair of shoes, they will receive a follow-up email offering them free shipping and a discount code.
The customer receives the email and takes the required action, the campaign is triggered and another email is sent out.
This is a quick, effective and low-cost way to grow your email list and eventually drive revenue.
Better Analytics
When you have a lot of users, you need to know more about them. With automation, you can track all of the emails that are sent out from your platform and gain valuable insight into how your campaigns are performing. You can use this information to improve your strategy and get more out of your email marketing.
You can set up automated emails that will collect metrics such as open rates, click-through rates, and unsubscribe rates to give you an idea of how effective your campaign is and allow you to make future adjustments. For example, you can set up an email marketing campaign where, on a monthly basis, you are sending out a newsletter with tips and tricks on how to make their job easier. You will track all of the emails that are sent out and obtain statistics on how many people opened the email, whether or not they clicked on a particular link, and how many people unsubscribed.
The cool thing about this approach is that you can measure the success of your email marketing strategy and decide whether or not to continue with the campaign. Should you decide to continue the campaign, you can make adjustments as needed and track the results of these changes.
Reduced Fraud
The danger of not tracking the results of your email marketing strategy is that you can unknowingly run a campaign that is damaging your business. With automation, you can set up a series of emails that will be sent out to your customers on a regular basis, and you can track the results of these campaigns in one place. This makes it easier to identify the source of the problem and deal with it quickly.
When you run an email marketing campaign through automation, you can set up a filter to identify fraudulent activity. When the platform detects unusual activity, it will trigger an alert and you can investigate the issue. When you are sure that the source of the problem has been found and dealt with, you can set up a new campaign to continue providing value to your customers.
Creates Brand Awareness
When customers receive emails regularly and these emails are personal, they will begin to see your brand in their inbox more often. This will eventually lead to increased brand awareness and eventual sales via retargeting or email marketing.
The more you engage with your customers, the more they will know about you, your company and what you offer. Additionally, when customers receive personalized emails, they will have the feeling that you are just trying to help them and that you know what they are trying to achieve. The more you know about your customers, the more you can tailor your strategy to achieve a greater impact.
Email marketing and email marketing automation are two sides of the same coin. One way or the other, you will be using email to promote your business. The difference is that when you use automation, the process will be streamlined and less labor-intensive. For these reasons and the fact that they make your life easier as a marketer, I strongly suggest that you consider investing in email marketing automation.