Ultimate Guide To E-Mail Marketing Automation For Your Business:
E-mail marketing has become a powerful tool for businesses like yours looking to connect with your customers and nurture relationships. Expert studies state Email marketing boasts a 4200% ROI ($42 for every $1 spent).
For those of you who have yet to adopt the technique of e-mail marketing automation (EMA), the idea of sending personalized e-mails to your customers can seem daunting. But with the right strategy, it’s easier than you think.
Here’s your guide to EMA that will have you taking your e-mail marketing to the next level to assist you with the best results.
What is E-mail Marketing Automation [EMA]?:
EMA is the process of sending personalized e-mails to your customers or subscribers based on their activity and buying habits.
In other words, you set up a campaign to send e-mails to your most engaged customers on a regular basis.
This triggers a “reaction” in your customer’s inbox, which is documented in an e-mail marketing system like any other marketing automation tool.
When you set up an EMA campaign, you determine the “trigger” that will trigger your automated e-mails.
The most common triggers are:
Buying from you: The customer will receive an e-mail at the time of the purchase or after they’ve signed up for your newsletter or trial.
Subscribing to your list: The e-mail will be sent after the customer has subscribed to your list or newsletter, making it easy for you to stay in touch with your customers.
Clicking on your e-mails: The e-mail will be sent when a customer clicks on one of your emails from the “unsubscribe” link in the footer of your e-mails.
Clicking on your emails in the future: The e-mail will be sent after a specific amount of time has passed.
Other events: You can set up triggers based on other events that occur, like an increase in sales or the number of leads generated.
How does E-mail Marketing Automation Work?:
The heart of EMA lies in the technology that powers it. It’s important to note that, while EMA requires a bit of setup and maintenance, the technology is capable of handling a large volume of e-mails.
In fact, you can use this technology to send millions of personalized e-mails per day. And, as with any marketing automation system, the more data you have, the better your results.
That’s why you’ll find EMA integration with sales and marketing automation tools like Hubspot, Mailchimp, Systeme. io and Zoho.
In fact, this Systeme.io is what I suggest to be the best and most cost-effective e-mail marketing automation tool that I have observed in recent days.
The most common way to activate an EMA campaign is to “set up” your campaign in an e-mail marketing or CRM system. From there, you’ll create the triggers for your campaign.
For example, if a customer signs up for your e-mail newsletter, you’ll set up a trigger to automatically send them one e-mail.
Afterward, you’ll choose which e-mails you want to send. You can select specific content and segment it by key performance indicators like location, company size, and revenue.
Once you’ve selected your content, you’ll set up the “when” and “what” of your e-mails.
For example, if the customer signed up for your e-mail newsletter, you may want to set up a trigger that sends the e-mail out to the customer after a few days.
Once you’ve finished setting up your triggers and content, you’ll publish your e-mails to your campaign. You’ll know it’s working when you receive a positive response from one of your customers.
Here's related information that you may find helpful – Email Marketing Campaign Benchmark Metrics
Value of E-mail Marketing Automation:
So, what are the benefits of E-mail Marketing Automation? Why should you consider implementing this strategy in your business?
Top Reasons for E-Mail Marketing Automation:
Increased ROI: E-mail marketing can help you reach more customers when you’re looking to increase conversion rates.
For example, you may want to target a higher-end segment of your audience and send a pre-sale notice to them.
With an EMA campaign, you can boost your response rate and increase your chances of making a sale.
Increased engagement: When you send personalized e-mails to your customers, you’re apt to get a much higher response rate than if you sent a generic e-mail.
And the more responsive customers you have, the more likely they are to stay loyal to your brand.
More leads: Another benefit of EMA is that you can set up triggers to send e-mails after leads sign up for your list.
For example, if a customer signs up for your e-mail newsletter, you may want to set up a trigger to send them one of your e-mails as a thank-you. This is a great way to get more leads and nurture them into customers.
More sales: Another great benefit of EMA is the ability to send sales e-mails that drive customers straight to your website, where they can make a purchase.
You can also use this feature to create an “auto-responder” sequence that sends out e-mails as you complete certain milestones in the sales process.
For example, you can set up an automated series of emails that are sent after someone places an item in their shopping cart but doesn’t buy it right away.
These emails can help close the sale by offering special deals and incentives to get them to purchase something.
Better organized: By using EMA, you’re able to better organize your campaigns and keep track of your email marketing efforts.
Since many marketers have multiple lists going at once, it can be difficult to keep track of everything without a system in place.
EMA helps keep everything straight and organized by allowing you to create various lists, set up automated sequences, and send group e-mails.
More professional: Sending out well-designed e-mails is a great way to show your customers that you’re a professional business.
EMA makes it easy to design your own templates and make your e-mails stand out from the crowd.
You can also take advantage of the built-in tracking statistics, which will give you a better idea of what’s working and what’s not.
Downsides to E-Mail Marketing Automation?:
It’s important to note, however, that automation doesn’t always work as intended, especially when it comes to e-commerce.
For example, you may want to send an e-mail to all the customers who bought a certain product.
However, this could be problematic if some customers didn’t actually buy the product.
As you can imagine, you’d end up with a lot of frustrated customers if you didn’t take care to make sure the data was accurate before publishing your campaign.
Of course, this is an issue that any e-commerce business will face. Another issue you’ll want to think about is the frequency of your campaigns.
If you set up your campaigns to send e-mails on a daily basis, you may receive a lot of spam complaints from your customers.
So, you’ll want to think carefully about how often your campaigns send e-mails and how annoying it is to receive them.
Bottom Line:
EMA is a strategy that’s been around for a while, but it’s only now that businesses are fully embracing this power. The sky’s the limit on the amount of e-commerce and marketing automation you can do with EMA.
Today, you have a plethora of tools at your disposal to trigger and manage your automated e-mails.
The more data you have, the better your results will be. Now more than ever, you need to be in touch with your customers and nurture your relationships.
With EMA, you can keep your customers up-to-date and build brand loyalty by sending personalized e-mails on their behalf.
Whether you’re a small business or an e-commerce retailer, it’s clear that EMA is a powerful strategy for business success.
Here's related information that you may also find helpful – Email Marketing Statistics [Email is always a profitable channel].
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