Automated Email Marketing: Why And How to Use It?
Nowadays, businesses apply various strategies to increase their revenues.
11:17 05 November 2021
The marketers have TikTok, Facebook, and LinkedIn to promote their products and get new leads. Technology made these platforms very useful for business. Yet, apart from social media, the marketers have automated email marketing, an advanced solution when scaling up and optimization are necessary.
Read on to know why marketers use email marketing automation and how to apply automated email marketing techniques by yourself.
What is Email Marketing Automation?
First of all, email marketing automation, as the marketing means for optimizing work, contemplates sending emails to particular prospects at a certain time with a specific message. The recipients, time, and contents of the emails derive from the goal of the strategy.
Yet, each automated campaign begins from the previously planned templates, making it possible for a marketer to avoid the repetition of their actions. Today, email marketing software can be a part of a more extensive automated marketing system and be integrated with CRM and analytics tools. It adds even more to the marketer's operation due to consideration of customer behavior, needs, and preferences.
Why Use Email Marketing Automation?
Email marketing automation helps to replace repetitive tasks and include automated processes into the email marketing strategies. Yet, what is the utility of such an action? How can a marketer use email marketing for the benefit of the company?
Check the following example of an email marketing software application:
Scaling up campaigns. First of all, any marketing automation is about the optimization of the existing workflow. In this regard, a marketer can automate the management of emails of leads and related information. One may want to check the validity of the emails with the following tool:https://getprospect.com/email-verifier. Other solutions would extract emails and integrate them within databases. Notably, such comprehensive solutions as Mailchimp can set the time for the emails to be sent. Such email software decreases efforts spent due to the elimination of repetitive tasks.
Developing Personalized approach. At the same time, email marketing automation can be great for creating a unique approach to customers or prospects due to its ability to establish email sequences beforehand. It refers to using templates of the emails and adding information that would appeal to the recipients. You can add the customer's names, their company name or reflect the previous experience of many users within one campaign by email automation.
Improving conversions. If integrated with other marketing systems, email automation can foster conversions. As email marketing conveys a message, you can provoke a response of recipients if sending an email after a particular behavior or action. For instance, you can send a promotion or remind people of their previous searches, which will likely trigger the acquisition of the selected goods.
Building relationships. Notably, you can use email marketing automation for the development of relationships. How? It is all about accompanying the prospect within the sales journey. The automated sequence can welcome a prospect, offer new insights and convert in the end. Moreover, if you know the customer's needs, you can create segmented groups and send them different insights, decreasing the customers' attrition.
How to Use Automated Email Marketing?
As you can see, using automated emails can be beneficial for any business. It contemplates maximizing your efforts and advancing different aspects of your email marketing routing. How can a marketer use automated emails?
- Newsletter. Automated newsletters allow answering the needs of the customers at different stages of the customer journey. For instance, you can schedule emails with new insights and information depending on the segmentation. For some, the emails with promos would be what they just need. For others, the newsletter with a new article in your blog can become very useful. Just set the emails for different groups and adjust them depending on their behavior.
- Welcome letters. It is a great way to engage with the audience from the beginning. Besides, it is an excellent technique to verify emails and improve deliverability. If the customer would open emails or verify their emails, it is more likely that you can engage with the leads in the future.
- Requests' fulfillment. At the same time, if your customers look for answers, you can use chatbots and ask people to leave their questions and emails for subsequent responses. In particular, you can have an email template with the prepared answers and automatically send emails if the customer's question is a common one.
- Abandoned carts. Using email automation can push conversions. Imagine a prospect has picked some goods and added them to the shopping cart. Yet, they failed to buy a product due to some last-minute issues. If set to reflect such cases, the automated emails can be sent as a follow-up to remind people of their shopping attempts. They are likely to make a prospect proceed with the purchase.
Yet, remember that sometimes you should pick the unautomated approach. Why? The lower stages of the conversion funnel may need more attention to details and more personalized emails. That's why using automated email marketing is preferred in the early stages of the sales funnel, mainly being means of prospecting.