Email marketing automation is a process by which marketers send timed promotional emails to customers who have subscribed to their mailing lists. All of this is automatic, and each is personalized with the customers’ names so that it feels personalized. But what exactly does it work, and what kind of rewards can you reap from email automation?
Creating Segmented Mailing Lists
It can be difficult work trying to keep all of your different kinds of customers and clients separated from each other, but email marketing automation does all of the work for you with email list segmentation. List segmentation is the process of breaking down your email marketing subscribers into smaller, more targeted groups. Depending on customers’ data, they can go into different categories. That way, they’re each getting an email tailored to their interests, which means you’re not flooding them with the information they don’t care about — or doesn’t even pertain to them. There is a plethora of categories from demographics to behavior, and each one allows you to have your customer enjoy a more personalized marketing experience. Keep reading for more details about the different categories and how you can benefit from each.
Conversion of Prospective Customers
Email automation makes it easy for companies to keep in contact with their customers without intruding on their time. In fact, 60% of customers prefer contact via email to other means. Because of this, customers tend to become more brand loyal since you’re maintaining engagement with them by keeping them updated on the latest products or services or informing them of any deals/sales that might be coming up in the future.
How Does Email Automation Work?
The simple answer is that you can use an app to take care of the entire process. You have to create a campaign and set up a predefined event, so the emails are automatically sent out at that time. But what exactly is involved in the process?
Purchase an email marketing system.
There are several out there on the Internet for you to choose from. For example, AWeber and Mailchimp allow you to set it and forget it! With their helpful automation tools, you can easily create campaigns with the drag-and-drop builder to make trigger-based emails. Advanced reporting lets you track your performance and make adjustments to those campaigns. You can connect to your PayPal, Facebook, WordPress, Shopify, and other tools you already use for your business.
Build and segment your email list.
You don’t want the information to get to the wrong people, so having segmented lists ensures that the right emails are going to the right customers and clients. How? Because with email segmentation, you can divide your email marketing subscribers into smaller sub-groups based on specific criteria. Break them up into categories, such as customer interests, for example.
Other major target segments include demographic, which uses the subscriber’s contact info. Geographic segmentations is based on location. Behavioral segmentations target the past interactions of each client with your business while psychographic segmentation deals with the contact’s personality. When you build and segment your email list, you will have better campaign results, improved deliverability, stronger relationships, and an increased knowledge of your audience.
Set up an automation trigger.
This is an event or condition that occurs that will activate the email campaigns being sent out. There are dozens of email automation triggers you can use. Some obvious may be triggers to welcome new subscribers, make event announcements, announce purchase confirmations, and inform of membership expirations or renewals. Follow-up email triggers for events, abandoned carts, and customer service feedback are essential automation triggers as well.
You can also use your segmentations to create triggers. For example, create demographic-based email alerts and location personalization. For e-commerce businesses, product review triggers are helpful after someone makes a purchase as well as best seller triggers. You can increase sales by sending targeted emails with upselling and cross-selling offers. Make sure you make expiring points and offers triggers and milestone emails for your loyal customers.
Create your campaigns and activate the automation.
Set it up with images, text, brand logos, and anything else you think may spark interest in your customers. Ensure that the message is formatted properly to be viewed on multiple devices.
It’s pretty simple to set up for beginners or those without experience with automation apps.
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Types Of Email Automation Systems
There are several kinds to email automation systems besides AWeber to suit your purposes, depending on your focus. Here are a few of the more popular types of email automation systems.
What makes these the best? These systems have more than standard email marketing services where a person subscribes, gets a gift, and the end. These email marketing systems use the best tools for advanced communication sequences. you can send different emails depending on the person’s activity — or lack of — with different communications going at the same time. Likewise, one customer may take multiple paths and these email marketing systems can handle specific segmentations.
You will receive advanced stats that track the clicks and conversions on individual emails as well as the entire sequence, indicating where customers lose interest and drop off. A subscriber panel allows you to check how each customer interacts with messages, engagements, and so on. You can also depend on top-rated integration with e-commerce with triggers for purchases, abandoned carts, upselling, and more.
Benefits of Email Automation Systems
There are several benefits to email automation, which are good reasons to start implementing them into your business. Not only is time saved, but it increases interaction between you and your customers. So what are the best benefits you can start noticing in no time?
- Keep customers engaged and increase conversion sales. Staying abreast with what you have to offer will always spark their interest for more. Even sending out a simple “thank you” automated email for their purchases or signing up for your newsletter will make them feel more appreciated for being your customer.
- Give your sales team a boost. At one time, marketing and sales were separate departments that didn’t work closely together, but this eliminated that separation. Marketing can create a campaign to attract customers, and sales can examine the results of these campaigns to see if they’re working to boost sales. If not, they can also discuss with the marketing department how you can alter campaigns for better results.
- Annoy your customers less. Instead of calling them regularly or sending them text messages, customers prefer receiving emails. Why? Because they can do it on their own time. Nobody wants to get bombarded with information they don’t care about if you did the job of creating segregated emailing lists.
- Increase your revenue. Transactional emails send automatically according to the consumer’s actions. That gives your business more time to focus on getting work done instead of drafting emails all day. And since email automation also increases customer loyalty, you can boost sales.
With all of these benefits at your disposal, there’s no reason not to at least give email automation a try to see how much it can improve how your business operates. There’s nothing to lose since most automation apps are affordable too.
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