A good email marketing strategy can help you build relationships with new customers, keep your current customers engaged, and expand your business. It creates a dialog with your customers. Crafting individual, personal emails is time-consuming and challenging. Thankfully, there are now services available to do the work for you, without losing the personal touch.
What Is Email Marketing Automation?
Simply defined, email marketing automation is a system, an autoresponder, that automatically sends emails to your customers. It is not spam. The emails are personalized and sent based on a user’s interactions with your website.
The autoresponder sends the right message to the right customer at the right time based on the triggers you define. The best part, all you need to do is set it up and let it work. While you are busy handling more important business matters, the autoresponder is at work for you. It is sending high-quality emails to engage your customers and increase sales.
Kinds of Automated Email Marketing
What does it mean when someone puts a product in the cart to purchase and then abandons it? Maybe they changed their mind. Maybe they are still trying to decide. Or maybe they were interrupted and forgot to complete the purchase. While there may be many different answers, one thing is certain, a cart reminder helps convert them.
An abandoned cart is an example of a trigger that will prompt the autoresponder. Sending a cart reminder increases sales by an average of 20%. Sending three reminders is even more effective, as much as three times more effective.
Cart reminders are an effective and popular form of automated email marketing, another is welcome emails. They are a wonderful way to add a positive touchpoint with your customers. When you thank the customer for signing up, you generate a positive first impression about your quality of service. In addition, the customer is confident their registration was received.
What is automated email marketing? There are many kinds of automated marketing emails.
Some triggers and types of automated email marketing are:
- Cart reminders
- Welcome emails
- Review requests
- Receipt after purchase
- New product announcements
- Inventory updates
- Service reminders
- Re-engagement emails
- Milestone and birthdays
- Website visits
How Email Automation Assists in Scaling a Business
Email marketing automation software can help scale your business by automating the complex processes involved in sending email campaigns. By programming the software to complete specific actions in response to specified triggers, you increase the frequency and size of your marketing footprint while reducing the need for human intervention.
Automated email marketing provides opportunities for your customers to stay engaged in your brand. Inventory updates let them know when their favorite products are back in stock. Service reminders make it easy for them to set their next appointment with you. The more customers are engaged with your brand, the less they are engaged with your competitors.
Automated email marketing helps you reconnect with inactive customers. If they haven’t opened the newsletter in six months, for example, the autoresponder invites them back. Email automation helps you scale your business by helping you build a customer base.
What is automation in email marketing? One answer is that it is a tool to drive revenue for your business. Some estimates claim email automation drives as much as 320% more revenue compared to non-automated email campaigns.
How can you make email marketing automation work for you? Think of areas in your business model where you can add a touchpoint with your customers. Look at your website analytics to see where customers tend to drop off before completing a purchase or scheduling an appointment. Then talk with a website design agency to see how they can help you automate these tasks, so you can continue to focus on growing your business.