Email is still one of the best choices to make a personal connection with customers to increase revenue. It has continued to be the effective driver of ROI. Unfortunately, it is tedious.
Automated email, on the other hand, enables marketers to provide their customers with personalized experiences according to the ways their customers interact with their company.
Targeting your customer with an appropriate message is more effective than messaging just anyone. However, it can take a lot of effort to start creating email automation that can save you time while increasing revenue. But it is all worth it.
Automation will help you send messages according to your customer’s behavior and boost the production of recurring emails while you target messages effectively in real time. Email automation is no doubt an effective way to deliver a high ROI.
The question is when should you use email automation?
Various companies could have various operations that they want to automate. Email automated campaigns could either be straightforward or complicated. Many platforms offer methods to establish a process that will provide messages based on elaborate actions by receivers.
One of the instances that email automation can be beneficial is when you make a follow-up after an acquisition. Thank your customers for their purchases. Then, suggest added items for them.
Another way to use it is to establish email marketing automation to customers according to the certain links they clicked on your website or a product downloaded from your brand’s site.
You may also use email automation for sending out surveys. It is another interaction strategy that enables you to acquire vital comments regarding the buying experience and aids clients to feel valued.
When customers register for your email list, send them a welcome message. In this way, they recognize that they have been included in your list, and provide them a suggestion of what they can expect for your future messages.
If you offer some online programs or tutorials, break those programs and send them in a series throughout a few weeks or months. For example, if you provide an online course about tips on how to find the best duplex for rent in Fort Worth, TX, you may send a tip per day or week. Your subscribers will look forward to your next email especially if the first one is intriguing.
You may also use email automation to send your subscribers an annual message for their birthdays or another kind of anniversary. To keep them engaged, you may send them coupons to celebrate the occasion.
How Does Email Automation Work?
Through email marketing automation, online marketers can develop an email process that immediately sends emails to customers when particular triggers are turned on.
The processes would take into consideration the habits that serve as a trigger together with information regarding the individual behind the email address. In this way, you can produce one of the most appropriate and personalized email messages.
For example, if your site visitor checks out a landing page but he did not send the form, then this could be a trigger. Another example is if your site visitors downloaded various pieces of material but did not get in touch with your business.
If a prospective customer began following your brand’s social media accounts, then you must start sending him/her an automated email.
If your brand is a B2C, triggers could be when a site visitor saw several products but does not add any items to his/her cart. Another trigger is when a customer puts products in his/her shopping cart but did not check the items out.
Another trigger is when a customer purchases a product. You should send him/her a thank you email or a suggestion.
Marketing automation operations are not only for potential consumers. Brands could utilize the process to improve existing client connections and motivate the acquisition of extra products and services. There are a couple of operations that work well, not just for B2B, but also for B2C companies.
These would include “invite” emails. For instance, after a person joins your customer list or after purchasing or signing up for an account on your site, it is the time when that person is most responsive to speaking with you.
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Thus, it is a terrific chance of making a favorable first impression with a customized welcome email. If you have a B2B company, you may add appropriate material to the email. Now, if it is B2C, then send the customer a special deal or promotion code.
Another workflow that works well with email automation is the feedback request email. Feedback emails are two different kinds. One is set off by something unfavorable. For example, a customer uninstalls or unsubscribes to your newsletter. Then, another feedback email is time-based. It is sent out after a specific quantity of time passes following a certain action, like an acquisition.
While your messaging will be different relying on which habits set off the feedback demand, these kinds of emails are incredibly important as customers will think that you respect their viewpoint and provide them the possibility to see where you could improve.
Re-engagement email is also an email automation workflow that must be utilized to reconnect with customers who have not communicated with your emails in a while. You could arrange emails to be sent out after a certain period of inactivity, like 90 days.
Send them an email that will incentivize them to start re-engaging with your company by providing them with a unique discount or accessibility to your most current digital book.
What are the Best Ways to Utilize Email Automation?
Behavioral Data from Your Website
When customers go to your site, it does not always mean that they want to purchase something or to get in touch with your business. Often, they just wish to see what’s new to your site or collect details about a certain product.
Or they also wish to examine a certain price for a particular item. The lead nurturing process of turning interest into a sale could only last a couple of days or numerous months. Details acquired by using data from Google Analytics and tracking codes enable you to craft tailored messages that match the interest and page view history of specific clients.
It makes cross-selling and up-selling a lot more reliable. As an example, a particular customer goes to your page now and then to check out TVs, although they did not purchase anything yet. You could send him a unique campaign that particularly talks about and promotes TVs at a reduced cost, bigger television at the same cost, or a top seller from this group.
You could utilize the same technique in your regular newsletter by having a part of it to dynamic material that includes discount rates or refunds on TVs. But be careful in checking your outcomes and quitting it after conversion.
Automated Follow-Ups
Among the best and easiest instances of email, automation is the production of inviting emails. It is a series of messages being sent at various time periods to new customers to your newsletter. The objective here is to motivate receivers to finish their initial acquisition with specialized deals. This process is gradual but it results in conversions. It will also enable you to acquire an understanding of the choices of your consumers.
Conclusion
Email Automation is beneficial whether your company is a B2C or a B2B. However, you need to consider the factors below when using this method to contact and communicate with your customers or clients.
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