What are your email marketing objectives?
If you want to reach those objectives and get a return on your investment, you’ll almost certainly need to use some form of automated email marketing.
What Is Automated Email Marketing?
Automated email marketing is when you send a series of emails to your prospects or customers regularly. You can send emails based on your audience’s engagement with your company using an autoresponder.
When someone subscribes to your newsletter, for example, you can send them an automated welcome email.
But don’t be fooled by the automatic portion.
To be productive with automated email, be sure what you’re sending isn’t spam. Instead, your audience has joined up for high-quality, tailored content.
This may appear to be a bit hard, but the beautiful thing about modern automated email marketing software is that it is easy to use and provides you with a lot of power.
Why Should Your Emails Be Automated?
The scale is crucial in this case. It’s impossible to write individual emails for each person who signs up if you have thousands of people in your sales pipeline.
Instead, with automated email marketing, you can construct email series that are exactly targeted to the needs of your audience and send them out at a specified time. Rather than focusing all of your time on writing and sending individual emails, you may concentrate on crafting the exact language that motivates your audience to act.
That’s fantastic, but don’t you lose the personal element in the process?
Switching to automated email marketing limits your amount of customization if you’re writing everyone individual emails. Although each email will not be unique, it can still be personalized.
You may segment your audience with email responders based on their interests and activities.
If someone subscribes to my email newsletter through a page labelled “Link Building 101,” I may place them in a link-building segment and provide them helpful recommendations on how to increase their backlink profile. Signing up through a page named “50 Content Ideas for Niche Websites” will place you in a different group and send you different emails.
Because segmentation allows you to personalize your automated emails in an infinite number of ways, you get the best of both worlds: convenience and personalization.
Because email automation is the most popular form of marketing automation, with 64 per cent of businesses using it, this combination clearly works. With an average return on investment of $42 for every $1 spent on email marketing, there are plenty of reasons to automate your emails.
When Should You Use Automated Email Marketing
Although automated email marketing can yield significant benefits, it is not always the ideal solution. Here are a few examples of when automated emails might assist you in making a positive impression on your target audience.
Abandoned carts are highly frustrating.
The person has gone so close to making a purchase, yet you’ve lost them at the final second. People abandon carts for a variety of reasons, but one of the most common is because they aren’t ready to buy yet.
Just because someone isn’t ready to buy right now doesn’t mean they won’t be short, and an automated email is a great method to keep them interested.
You can send an email to someone who has abandoned their cart, encouraging them to return and complete their purchase.
Because the average cart abandonment rate is 77.13 per cent, using well-timed emails to entice consumers back to your checkout page can be extremely beneficial.
Sending Automated Email Newsletters to Subscribers
You may never see someone who has left your website again.
You have an opportunity to keep the connection alive and create a relationship if you have their email address (hopefully until they become a repeat customer). However, simply knowing someone’s email address isn’t enough; you must also be able to provide something useful.
In the case of a newsletter, you’re promoting your fantastic content to strengthen the relationship and keep visitors coming back to your website.
Providing value to the customer is one of the most important aspects of email marketing. It’s pointless to constantly flood them with links to your product because they’ll just disregard it as spam.
That said, we’re here to promote our companies, which sometimes entails sending promotional emails.
To get the most out of this, make sure your promotions are part of a well-thought-out email series, which is nearly impossible to execute without automated mailings.
Also read: How to start a Digital Marketing Agency
Sending a welcome email to someone who signs up for your email communication is a fantastic idea.
Of course, you can’t stay at your computer all day waiting for people to sign up for emails, so this is something you should automate.
It allows you to set expectations and explain why getting your emails is beneficial. Someone is more likely to open and interact with your content if they have a clear idea of what they’ll get from your emails.
Automatic Replies to Customer Complaints
When someone makes a complaint, they want to know that you’re paying attention to it. The more they wait for a reply, the more frustrated they become.
You can’t keep an eye on your inbox 24 hours a day, so responding to every complaint straight immediately is impossible. Set up an automated email that explains your complaint process and confirms you’re working to resolve the problem.
This assures consumers that you’re paying attention to their problems and that they’ll get a response soon.
When to Not Use Automated Emails
Personalization is something we talk about a lot in marketing, and it’s especially crucial when it comes to automated emails.
You can personalize automated emails, but only to a certain extent. To tailor your interactions with automated email marketing, you rely on segments. While placing someone in a section indicates that they are not just another person, it does not imply that they are an individual.
Segmenting email subscribers works in many circumstances since providing them with customised material is a good approach. However, there are occasions when you need to treat people as individuals, and automated emails won’t suffice.
Consider the example of responding to customer complaints from earlier. Although the initial answer may be an automated email, follow-ups should be personalized.
This is something to bear in mind while creating an automated email marketing campaign. When is it OK to address them as a group, and when is it necessary to address them individually?
The further along a customer’s journey they are, the more likely they are to require tailored contact.
Also Read: Step by Step Guide to Email Marketing
Best Automated Email Marketing Tools
What’s the best way to get started with automated emails? The goal is to choose email marketing products that are right for you.
There is a lot of competition in this market, which is excellent for consumers because it means we have access to very powerful tools.
Some of the greatest automatic email marketing solutions are listed below.
Drip provides you with all of the tools you’ll need to create successful email marketing campaigns. It all comes down to expediting the process, which is why individuals use automated emails in the first place.
This is a simple tool to use, but it has a lot of power. With high-converting forms and easy-to-schedule creative emails, you can attract more customers.
Sendinblue blends email marketing and SMS messaging to provide a comprehensive marketing solution.
It enables you to simply segment your audience, allowing you to personalize your emails for them. When creating your content, the drag-and-drop tool makes creating high-performing emails a breeze.
Especially if you’re doing cold outreach, Mailshake’s automated email solutions are amazing. It allows you to build out your mailing list, clean it to ensure you have active emails, and arrange the appropriate email sequence using a variety of plugins. It also has fantastic social integration!
Because the A/B testing and scheduling capabilities are so simple to use, you can keep experimenting with your emails until you find the correct formula.
Mailchimp is perhaps the most well-known name in email marketing, and for good reason: it has some excellent capabilities.
This is an all-in-one marketing platform that lets you send drip emails, segment your audience, run A/B tests, and more.
Emma is an excellent tool for huge companies with large marketing departments. Its capabilities make it simple for team members to collaborate and make the process of generating emails much more effortless.
It’s a professional email marketing platform with a lot of useful integrations and fantastic personalisation possibilities that can bring in big results.