Why Should You Care About Email Automation?
Email automation is a marketer’s dream. Email automation allows you to engage with your audience and increase repeat patronage, without having to do much at all. Let’s take a look at the benefits up email automation for your business and how to make it effective for your business.
What is email automation?
Email Automation is simply put, a very easy system of setting up emails to be sent off automatically when they are triggered by certain behaviour. Triggers include when a customer signs up to your email newsletter, when they purchase a product, their birthday and or when they haven’t been to your store in a few weeks. Email automation can also include a flow of emails that occur when they are triggered for example, after signing up to a newsletter.
What are the different types of email automation to increase customer engagement?
While the list does feel endless, if there’s a customer behaviour and you can track it, then there’s email automation for it. Here’s a list of our most popular examples:
- Welcome Emails
- Cart Abandonment
- Surveys
- Re-engagement emails after a period of non-activity
- Birthday emails
- Registering for an event
- Reminders
What are the benefits of email automation?
#1 Less time consuming
Once you have email automation set up you’ll notice how easy and also how much time it will save you. It’s less time consuming than manually creating and sending an email.
#2 You can personalise the emails
Personalisation is a current marketing buzzword and in this case, it’s about personally tailoring the email so that its relevant to the reader. Personalisation is easy as long as you have all the data there. Capture the information you need such as name, and even birthday when they sign up. Personalisation also helps to make it feel less like spam.
#3 The emails are timed
As we mentioned before. Email automation works when they are triggered by certain behaviour. Timed email is advantageous in the case for abandoned carts. For example, you might want to set up an email that reminds the customer of the abandoned products maybe 6 hours after they left your website.
#4 Nurture your customers through to sales
Email automation is an easy way to nurture your customers through sales and support cycles. While you don’t want to bombard anyone with spam, as long as your content is thoughtful, considered and relevant, then email nurturing could be a great way to upsell, introduce a new product or advise of a service or product they might not be aware of.
#5 Email automation drives sales for your business
Did you know that emails are opened more frequently from automated emails? It’s true! It’s most likely because of the high level of personalisation and hyper relevancy of emails that gets customers excited. A high open rate will drive more visits to your store and online business and will, in turn, generate revenue.
#6 It keeps your customers engaged
Have you heard of the old business saying of 80/20, where 20% of your customers produce 80% of sales? Mine your customers and have a look at your sales data. Email automation can help to engage with your top 20% and help you introduce new products or services to them. It can also help you to re-engage with customers that have been MIA.
#7 Create high levels of brand recognition
Let’s think about all the top brands in the world, Google, Apple, Facebook, while they all have amazing products, what they all do really well is, brand their products. If there is a branding opportunity, take it! Use email automation to create higher levels of brand recognition and to help customers understand the value of your product. Spent a week at a conference? Spent a couple of weeks researching linen fabric in Bali? Tell your audience about it, because it holds value.
