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Understanding email marketing automation for client businesses

So your marketing is finally paying off and you are starting to get leads that could potentially turn into customers. That’s great! But your strategy shouldn’t end there. Finding leads and turning them into conversions requires a well-executed strategy.

Email automation is part of a broader email marketing strategy. In this short article, we will explore the benefits of email marketing for new businesses with an emphasis on email automation. Let’s dive right in:

Email Marketing vs. Email Marketing Automation

Email marketing is not a new concept. The first blast of email marketing was sent out in 1978 by Gary Thuerk of Digital Equipment Corp. He sent it to 400 recipients as a promo for company computers and was considered the first spam in history.

Now that’s an essay or research paper worthy topic – the first email marketing campaign. If you find it too hard to work on as a college student, head straight to a website like Essay writing service uk. You will find all the help you need there.

Ordinary email marketing is not very effective. Aside from being too manual or looking uncreative, it very rarely drives traffic to your site or ends up in inquiries. Where email marketing falls short, email automation comes in.

Email automation

So what is email automation? It’s email marketing that ensures the right people receive highly specific emails at the right time. Let’s explore some of the key features of email automation:

  • Targeted – Automation works with customer profiles that are created based on the actions they take. For example, if they initiate a subscription, the user enters the next stage of the journey.
  • Lead Nurturing – With email automation, the goal is to increase awareness, attract leads and ultimately convert them. The client can then be engaged and increase retention and brand loyalty.
  • Highly Automated – Workflows are highly advanced and set up with triggers. You can have 10,000 subscribers and not have to worry about skipping.
  • Specific and Personalized Content – ​​Email marketing sends the same content to everyone. Automation makes content specific based on their profiles and uses conditional logic to send emails.
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A personalized buyer’s journey is one of the best ways to attract, convert and retain customers over the long term.

How to get started with email automation

You’ve probably come across automated emails before. For example, a favorite store you shop at sends you a Christmas offer in early December.

How do you use email automation to attract, convert, retain and secure customer loyalty?

Identify your marketing goals

Do you want to increase your sales, nurture your potential customers or promote a new product? Each campaign has its own specific goals.

Create a customer journey map

Your customer journey informs your website and should also inform all your other marketing workflows. A roadmap allows you to communicate with the most relevant customer touch points.

Perform segmentation

With segmentation, you divide your audience based on demographics, behavior, or preferences. This will help you run targeted email campaigns.

Choose the right automation tool

The simplest types of email automation tools are autoresponders that give “Out of Office” responses. More advanced automation tools like MailChimp and Zoho offer advanced features. Here’s an overview of what great automation tools should do:

  • Turn your visitors into customers or subscribers.
  • Create a smooth marketing pipeline.
  • Offer immediate or time-limited feedback and follow-up. For example, if you have an unfinished purchase, send your prospect an abandoned cart message.
  • Drive customers to your blogs or website.
  • Build brand awareness and motivate new or cold leads.

A comprehensive customer CRM full of contacts and all previous events or correspondence will get you to A-level marketing.

Setting up email sequences

The main goal of an email autoresponder is to automate email sequences. With most automation tools, you automate key parts of a sequence by setting triggers.

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Let’s explore some types of email sequences for your online business.

Let’s say a customer somehow landed on your site but didn’t proceed with any action. Here is an opportunity to introduce them to who you are and what you do.

Signing up can mean starting a trial, using a product, or booking an appointment. Unlike welcome emails, onboarding should be more personalized, highlighting your key benefits and outlining the customer journey. They should also be familiar with how to use your product.

Conversific and the Baymard Institute report that nearly 70% of all carts are abandoned. This means that 7 out of every 10 websites that host virtual shopping carts do not close the carts.

People abandon their carts for many different reasons. For example, the checkout may be too complicated or their cart may be too expensive. They might as well just be filling their cart for fun.

With email automation, you can renew your leads while they’re still fresh and hopefully make them even more compelling. You can even recommend some other products

Research shows that repeat customers spend almost 120% more than new customers. They also contribute 25-30% of your income. But if you ignore them, you might as well start saying goodbye.

Re-engagement sequences are sent after you stop interacting with your customers for a period of time. This could be a week or two, or even longer than a month.

Email automation

The email automation tool you choose will depend entirely on your business goals and budget. For example, if you run “pay for essay writing” you’ll need something simple that can send newsletters and offers, plus maintain a reliable mailing list. In contrast, a large e-commerce business may need something more powerful with a wide variety of themes and plugins.

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Let’s explore two of these options:

MailChimp

This is one of the most popular cloud-based email CRMs. As part of the free plan, MailChimp allows you to email a single group of up to 2,000 contacts, which is ideal for startups or mid-sized companies.

It also offers comprehensive reporting and access to forms that can be integrated with WordPress. You also get access to six starter email templates that cover features like list management, segmentation, and analytics.

Zoho Mail

Zoho is one of the most popular email CRM that provides an interactive email drag-and-drop tool. It also provides interactive elements such as polls and surveys, event trackingand even a friendly task scheduler.

You can also add your own domain names to your emails to make them look more professional.

Wrap up

We covered the basics of email automation and how it can help your business or startup get off the ground. Email automation not only makes your workflows easier and faster. It also offers the means to attract, retain and convert potential customers into loyal customers.

If you haven’t started using email automation for your business, now is the time. You need it to unlock the next level of marketing. Happy journey!

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