For any business having ongoing email communication with your customers is important. You have to update them with upcoming sales and promotions, send out order updates, or even send personalized emails on their birthday message by setting up email automation in your business.
Moreover, it is time-consuming when we design each email one by one, especially as your customer base grows. So, never wait for the last moment to start your email automation efforts for your email marketing campaigns.
Let’s look at the things which we will learn from this guide
- What is an email automation?
- Benefits in automating your emails
- How to setup an email automation?
We should know that email automation can help convert leads to customers, build trust among your customers, and encourage product adoption, up-sells, evangelism, and additional purchases.
What is email automation?
Email automation will help to send customers and subscribers emails based on predefined events of their campaigns. These can be the account setup welcome message, order confirmation, order shipped/delivered, sales events, suggested products, or requests for product reviews on the customer’s purchase.
What are the benefits of automating your emails?
Email automation will save your time in individually designing and sending each message. Still, the personalized emails give you other options to grab the subscriber’s attention, and the recipient metrics generated will help you maintain and grow the customer base.
1. Customer relationship management
Business spends a lot of time when they try to acquire new customers than retaining. Moreover, there is a high cost to attract a new customer than to keep an existing one.
Automated emails will keep you first by giving relevant information to your current subscribers and keeping them up-to-date.
2. List segmentation
When you try to send a single type of email to all your email list contacts, the days have gone by. Currently, we should know that one size does not fit all the customers. We have to make the changes as per the segments.
We can use automated email for our marketing campaigns and create a customer segmentation by using factors like gender, location, education level, buying patterns, or other demographic information. This can be used by online retail sales and business-to-business (B2B) email marketing.
3. Performance metrics
Marketing used to be a black box: When you decide to pay for newspaper ads or send out direct mail pieces, who knows how effective they were or weren’t? But after the coming of Email marketing, the whole thing has been changed. We can now look at the metrics, including how many emails were opened, forwarded and which links were clicked.
What are the steps of email automation for your small business?
If you want to build email automation, then planning is essential. Everything from selecting the best email marketing tool to choosing which metrics to focus on by developing a thoughtful upfront approach to setting up email automation. Always follow a step by step process to achieve something.
Step 1: Choose an automated email service provider
You will be amazed to see that dozens of companies will claim that they provide the “best” email marketing services. But unfortunately, their features are similar. So, you don’t have to get enterprise software with all the features and paying a huge amount of money. Rather you can look out for a provider and start will small and growing your business.
Step 2: Formulate your email strategy
You have to start with a simple email strategy. It’s unnecessary to get software or spend half a dozen or more in just sending your emails at one go. You have to find one or two types of triggers and resulting messages that will help you focus as you will know the ins and outs of the software you’re using. Always send out a welcome email as you get a customer when signing in to your account. Also, it is best to use any coupon/discount for the customers to begin generating follow-up sales from existing customers.
Step 3: Map out your workflow
Quality and consistency are basic to build up and keep up believability with your clients. That incorporates everything from how to begin an email, its format and plan, and cautious editing. Also, you’ll need to choose who will be responsible for completing each element. Use Gantt charts, which are made by project management software, to build a visual representation of the workflow for every type of email. It is necessary for finding who is responsible for each task and create a production timeline with milestones.
Step 4: Build segmented lists
Both client and market division are critical to expanding the get back from your overall email list. It is prevalent to know that people don’t focus on direct mail pieces that show up in your physical mailbox because they’re hardly ever that relevant.
List segmentation will permit you, in any case, to customize messages to groups of customers based on their early behaviours, preferences, and demographics. When it comes to segmented lists, which is opposite to a welcome list and sent out uniformly, focus on your customers who have made the most purchases. The research found that any purchase will make another purchase in future.
Step 5: Analyze the metrics
Email marketing automation permits you to gather a wide range of data about your emails’ recipients and how they collaborate with them. Metrics like open rates, bounce rates, clickthroughs, and forwards/sharing.
A/B testing permits you to test two emphases of something very similar to figure out which one performs better. For instance, you can utilize two distinctive email subject lines for the same email to find the highest open rate.
By email automation, any business can reduce their teams’ workload and check if your subscribers are getting full attention. Are you sure from where to start?
If not that take the guidance from our email experts at the Optimite website