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Email Automation For Your Business Or How To Sell More

Email Automation For Your Business Or How To Sell More

By ConstantinePublished 3 years ago 5 min read
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Source: Soffront

Email marketing is known to be one of the most effective marketing tools. According to the survey conducted by WBR Digital, an impressive 81% and 80% of retail professionals indicate email marketing as the highest driver of customer retention and acquisition. However, not all email marketing strategies have the same desired impact on your business. While email campaigns and newsletters are the most used strategies, email automation should also be allocated a spot in your email marketing routine.

What is email automation?

Email automation is setting up certain types of emails to be sent automatically, without the need to engage a real person to send them. It is one of the most efficient ways to communicate with potential customers who subscribed to your newsletter.

Email automation often goes hand-in-hand with triggered emails — an automatic email sent to a subscriber’s particular action or behavioral pattern. Triggered emails are highly personalized as they are sent only after a certain trigger is activated. According to the Epsilon Email Institute, triggered emails have a 76.7% higher open rate and 151.9% higher click-through rate than generic email newsletters. So you can only imagine how much you may lose by not having email automation set up.

Best triggered email examples

Welcome Emails

A vivid example of email automation is when a new person subscribes to a newsletter, a Welcome email will be sent to them automatically, such as in the example below. A potential buyer subscribes to the cosmetics brand L’Occitane En Provence and receives a Welcome email.

Such emails are sent to welcome a new subscriber, provide them with the login instructions, and sometimes, offer a little incentive in the form of a humble discount to encourage the new subscriber to place an order.

Abandoned Cart Emails

Another example is an abandoned cart email. When a potential customer places an item in their cart and leaves without completing their purchase it triggers an email reminder — your customer is reminded of an incomplete purchase, such as in the example below:

Source: optinmonster

Around 75% of shoppers abandon their shopping carts. However, 60% of shoppers returned to make a purchase within 24 hours of receiving personalized emails after abandoning their shopping carts. Remember, that abandoned cart emails are a good chance to recover a decent chunk of your lost sales.

Transactional Emails

As you may have already guessed, these emails are sent after a customer made a purchase/reservation on your e-commerce store, and includes details such as the date a purchase/reservation was made, the total amount paid, and the order number.

Transactional emails are important as they act as proof for your customers that the money was paid, the order placed and will be processed. If your customer does not receive such email in their inbox it makes your customer doubt whether all necessary steps were followed while completing the order or if the information entered was correct.

Win-back or re-engagement emails

Such emails are sent to your inactive chunk of subscribers. The goal is to re-engage and hopefully convert your inactive subscribers. Your email could offer a discount, introduce a new product or simply tell your subscriber that you miss them.

These emails are especially effective when you have a number of dormant subscribers who have not visited your site or placed any orders.

Benefits of using email automation

Email automation should never be underestimated as it comes in extremely handy when your customer database reaches over 100K+ subscribers. Here are some arguments as to why you should consider email automation for your business:

Email automation is a way to better personalize your customer’s experience

There are several researches that proved that subscribers that received personalized emails were more likely to open and engage with an email. According to SmarterHQ, 72% of consumers in 2019 only engaged with marketing messages that were customized to their specific interests.

It allows you to focus on more important tasks

Anything that your team had to do manually can now be shifted on to the shoulders of email automation. This will allow your team to focus on higher-value work and boost their productivity.

It helps you to measure your marketing efforts

You can see who opened your emails, clicked on links or unsubscribed. All this will help you to analyze and further improve your digital strategy.

It provides for better lead engagement

To take your email automation to the next level I would recommend running your email database through a verification check. Validating your emails before launching another campaign is highly recommended in order to avoid bounced emails and keep your sender score at a good rate. There’s a myriad of services offering email validation, but I give my preference to Mailcheck — a validation service that validates emails through social networks. Apart from automatic search and validation, Mailcheck also provides manual moderation and offers an API integration feature so emails get verified on the go!

With email automation, you can engage with your leads better through drip campaigns — a pre-written set of emails sent to subscribers over a set period of time. A drip campaign can start right after a person subscribes to your newsletter. Drip campaigns are a good way to nurture the relationship with your prospect customers, especially if they are not ready to make a purchase yet.

To Wrap Up

If your subscriber database consists of 100K subscribers and up it is nearly impossible to effectively run a business with no email automation set up. Email automation helps you to segment your audience and better engage with your customers which further results in higher conversion rates and revenues. It may seem like email automation is a complex task to grasp. However, setting up automated emails makes up the technical part of the entire business automation process which can always be outsourced to professionals. The “what to send” and “when to send it” part of it is only limited by your creativity.

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About the Creator

Constantine

CTO Mailcheck.co

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