Email automation has evolved into a critical component of any successful marketing campaign. With automated emails, you can form long-lasting, personalized relationships with your customers, sell your products more frequently, and grow your business more quickly than ever before.
The good news is that you don’t need a large marketing budget to leverage marketing automation software effectively and fully utilize email automation.
What is Email Automation?
Email automation is a technique for sending emails to your subscribers in a sequence with predefined time intervals in between. Automation enables you to schedule and send emails to relevant users on a large scale, which is necessary for effective email marketing.
Just as you can automate your out-of-office messages, you can automate your email marketing campaigns. This approach would be appropriate, for example, if you wanted to send an email course in which each message contained a separate lesson. Marketers frequently refer to these campaigns as drip campaigns or follow-up sequences.
How does Email Automation work?
You’ll need either an email automation platform or a marketing automation platform to send automated email campaigns. Regardless of the tool used, the logic remains the same.
Prior to anyone receiving your messages, you must first specify a set of conditions and incorporate them into a workflow. Consider it as a scenario — when a subscriber meets the conditions specified in the scenario (e.g., they complete the newsletter signup form), the system sends your email.
The good news is that once you’ve configured your workflow and clicked publish, you’re finished! From then on, whenever your customer meets a specified condition, they will receive an automatic email from you. In this way, email automation functions similarly to sending a personalized message to your customers without the need to write one each time.
Additionally, many automation tools include pre-built marketing automation templates that you can immediately begin using.
4 Tips for maximizing the effectiveness of email automation in growing your business
Here are four tips to help you improve the effectiveness of your email automation campaigns.
Begin with a strategy
Before you begin developing your workflows and individual emails, it’s a good idea to start by outlining the entire scenario. A blank sheet of paper is ideal for this. Begin by establishing a broad strategy — what is currently not working for your audience, what you wish to accomplish, what you wish to communicate, and to whom. Once you have that, setting up your automated email sequences becomes much easier.
Design your email templates at once
Once you’ve created your plan, it’s a good idea to prepare all of the content for your emails. If you intend to create a longer automation sequence, you may want to consider developing an email design system. You can learn more about this in detail by watching our webinar recording below, but the basic concept is to design all of the email building blocks at the same time. As a result, once you’ve carved out those emails and written your copy, you won’t have to spend hours designing your messages.
When creating email templates, take care to ensure that your messages look good across a variety of devices and that your content is accessible. This will assist you in avoiding the spam folder and increasing audience engagement.
Keep track of your campaigns
Marketers occasionally go insane and end up creating a plethora of disparate workflows and email sequences that are difficult to manage. If you want to be confident in your automated email campaigns, it’s worth storing critical data in a spreadsheet.
Things like the workflows you’ve created, their objectives, target audience, and the tags you’ve assigned to your recipients can all help you manage your automated campaigns more effectively.
In addition, documenting your campaigns will make it easier to communicate with your team members about them.
Measure the right metrics
While the primary benefit of email automation is the ability to quickly set up sequences and move on to other projects, it is critical to track your campaign’s key performance indicators (KPIs). Create a list of the objectives for your campaign and the metrics you’ll use to track progress. Are you looking for open rates, click-through rates, or conversion rates? Alternatively, how about store visits or webinar registrations?
Once you’ve determined this, double-check that the design of your emails reflects that KPI. Is your template’s call to action prominent? Are your recipients going to understand what you want them to do? These will assist you in avoiding distractions caused by shiny object syndrome.