Marketing automation can save you tons of time and effort. Email sequences that you set up and activate once can function automatically and independently. Without needing to send newsletters manually, you can ensure that all of your contacts receive the right message at the right time. What this means is that marketing automation is an essential tool for every single email marketing strategy.
We’ve collected the most important information about marketing automation, and some suggestions for your next fully automated email campaign:
When we talk about email marketing automation, we’re talking about the automation of contact with your customers. It’s a way to deepen your relationship with every single segment of your customer base: letting your long-term customers know that you care, and building better relationships with new customers, or even people who’ve just shown an interest in your product without purchasing anything.
Marketing Automation functions like this: email flows (e.g. sequences of pre-planned emails) are set up once, and are then automatically sent using a marketing automation tool. The emails can be sent either based on behaviour (so-called triggers) or at regular time intervals along the customer lifecycle. The different kinds of email flows are called trigger-mailings, and lifecycle-mailings.
Trigger Emails: Are activated and sent based on activity of your users, customers, or site visitors: registration for your newsletter; a purchase made in your E-commerce store, or booking a flight or a stay in your hotel.
Lifecycle Emails: These newsletters are sent in regular intervals based on your customer’s progress through his/her lifecycle: birthdays, periods of inactivity, anniversaries of newsletter subscription
The basic strategy when devising a marketing automation sequence is to put yourself in the place of your visitors, customers, and shoppers. Try to figure out what they need, want, and desire, and direct your marketing communications to meet these needs as fully as possible.
In this example, you can see how a potential email marketing automation flow can be programmed.
Marketing automation is a comprehensive and effective tool. Marketing software, by its very nature, sets you up for success: the emails that you send are always geared towards the current behaviour, interests, and actions of your customers. Your emails are relevant, and over a pattern of weeks and months, the automation software will allow you to build a level of trust with your subscribers. This trust leads to even more success down the road.
The best part about marketing automation is that it keeps working in perpetuity, and all you’ve got to do is set it up once. You can take advantage of a well thought out marketing automation tool to create awesome email campaigns. This means that your emails are opened more often, more links are clicked, and more sales are being made.
Email automation can lead to newsletters that are opened up to twice as often as normal newsletters. Why? Because newsletters that are sent based on behaviour activity are highly likely to be extremely relevant.
Setting up your automation tool requires a bit of planning, but most automation software will offer your wide flexibility. Triggers can be based on whatever behaviour you’d like: purchase history, gender, location, browsing history, or anything else that you can think of. This means that your marketing automation can be based on activities and behaviours specific to you, your website, and your company. This offers a maximum of flexibility, and will mean that your marketing efforts are relevant and cost effective.
Another advantage of marketing automation is the ability to personalize your emails. Although the emails are automatically sent, you can personalize the content down to the smallest detail.
In addition to a personalized greeting, you can also ensure that certain content is only displayed to certain groups. Men would see one paragraph of text, for example, whereas women would see a different one. Combining perfectly timed newsletters with personalized content means that your emails are timely and highly relevant. A single email can thus become a multi-pronged marketing automation superstar.
Marketing automation plans that are properly designed and effectively implemented are themselves highly relevant, and very useful for long-term customer relationship management. This means that everyone who sends marketing emails should be taking advantage of email automation.
The amount of different email sequences that you can set up for your next marketing campaign is essentially unlimited. Depending on the kind of data that you’re collecting from your users, you can create a different email for every situation, problem, or behaviour of your users.
To get started, we’d like to give you a quick idea of the basic kinds of email sequences. By automating your marketing, you’re already on your way towards strengthening your customer relationships and driving more sales.
A welcome email is sent to all of the contacts that subscribe for your newsletter. Normally, the email is sent immediately after the person has registered, as soon as the person has clicked on the confirmation link. With email marketing software, it’s easy to set up and run this kind of automated sequence.
The welcome email is the first (and maybe best) chance to explain to your new subscriber who you are, what they can expect from you, and how they can benefit from the news, products, or services that you have to offer. Thanks to very practical and easy to use automation tools, all you have to do is set up the welcome emails once. After that, they’ll be sent automatically.
The first welcome email that you send should have an effective, memorable, and personalized subject. You should also remind your new subscriber who you are, and why you’re writing him or her. You can even include video in these newsletters.
A personalized, friendly greeting is also required. You’ve already collected a bit of information from them as part of the registration process, and now it’s time to put that info in action. If possible, refer to your new subscriber by name, or mention something that they have viewed or read. Let them know that you’re really happy to welcome them to your newsletter “family.”
An important step that many email marketers don’t pay attention to is to include a clear call to action, for example asking new subscribers to subscribe to your twitter channel. It’s easy, it’s simple, and it solidifies the budding relationship that you’re developing.
But that’s not all! Consider developing a series of welcome emails – not just a single welcome message. Send a few, the first asking to subscribe, the second hinting about a cool new blog post you just wrote, the third with a couple of new products that you think he or she will like.
Using top- notch marketing automation software means that you’re free to be simple, comprehensive, or something in between. The choice is yours.
Birthday greetings are appreciated by both customers and marketers themselves. They offer a particularly nice occasion when brands can get in touch with their customers, and the customers themselves get access to personalized discounts, gift cards, or other special offers.
It’s easy and simple to set up birthday and trigger emails, because as an E-commerce provider you’ve probably already got that information as part of your customer profile.
If you want to personalize your birthday greetings even more, you can consider choosing a marketing software that generates customized discount codes automatically. You can use this feature to send all of your customers one-time, completely personalized discount codes. Trust me, they’ll love it.
Emails that track a customer or user along his or her customer lifecycle can be effective tools to increase customer lifetime value, to turn free users into paying customers, and to reactive inactive customers.
At the first stage of the customer lifecycle, you’re trying to turn interested shoppers into customers. Your marketing automation strategy here is to send out a series of interesting, informative, and convincing newsletters that tell your shopper three things.
First, who are you, exactly? What’s your story, and how have you gotten this far? Second, what you have to offer the shopper. Whether that’s expertise, awesome products, or top-end services, you should be clear about what you have to offer. And third, what the customer can expect from you: how often you’ll be emailing, what the emails will contain, and so on.
The next step in the customer lifecycle is post-purchase. Customers liked you and your company so much that they bought that awesome new product. Your marketing automation now turns towards converting one-time buyers into repeat, loyal customers. In a new series of automated emails, you send automated product recommendations based on what that person bought. Or you send a unique, automatically generated discount code as a “Thank You”.
And finally, you create a series of reactivation emails, whose goal is to reactive customers who haven’t bought anything recently. Someone bought a product 3 months ago, but hasn’t visited your store since then? They’ll receive an email designed just for them. Someone abandoned their cart two weeks ago? They receive an automated shopping cart reminder. Automating marketing procedures like in these examples has been proven to increase revenue.
Each of these different lifecycle emails will help draw people into your sales funnel, and ultimately drive conversions and revenue. What they all have in common is this: after you set them up, they run automatically. This saves you time, energy, and money. That’s the power of marketing automation.
What to watch out for when choosing the right automation software? The most important factor is that emails are easy to create, and the sending-triggers and sequences are easy and simple to build. Your marketing automation tool should have the following:
Professional email marketing doesn’t have to be expensive. Some of the other email marketing providers make you pay a premium price to use their automation features. At Newsletter2Go, all of the features are available to every user for free. Try it for free and let us convince you!