Work smarter, not harder, is the mantra to success. It is what automation in email marketing services are all about: to make communications easier, simpler, and more effective for your business. Robust email marketing services are the best way to acquire and nurture consumers.
Why email marketing automation?
For any kind of business, right communication is the key. Email marketing gives the highest ROI as compared to other media channels (almost to the ratio of 1:30). With more than 4 billion email users, when it comes to fostering connections, improving valuable customer relationships, and sparking engagement with relevant audiences, there is no other marketer toolkit that wields as much influence as email marketing.
Email might appear old fashioned, but the fact is that most of the smartphone users prefer to hear from the brand over emails and 37% of the brands have increased their email marketing budget. Email marketing service providers use automation to streamline the email marketing campaigns. Email marketing automation can take over tasks such as sending regular emails, evaluating campaign metrics, segmenting audiences, etc., effortlessly and ensure that the crafted campaign reaches the right people and ultimately driver conversions.
One of the crucial benefits of integration of automation by email marketing service providers is saving time and boosting engagement. Here is how it works
Automation used by email marketing service providers streamlines the email campaigns effectively. You can set up the campaign the way you want, and the trigger can be user behaviour based or specific action based. Some of the common emails that don’t need frequent manual interventions include
- Welcome emails
- Abandoned card emails
- Follow ups
- Reminders and so much more.
Automation takes over repetitive tasks so that your marketing and sales team can focus on other activities, such as lead conversions, without having to worry about emails and other communications with customers. For example, welcome sequences and drip campaigns to the leads are sent automatically without intervention. The valuable time saved can be better utilized elsewhere.
Here are some more ways in which automation by email marketing service providers boosts your business:
Personalization at scale
The success of a marketing campaign is largely dependent on how well the target audience resonates with it. For this, the content that goes out, needs to be highly personalized. Done manually, it can be a difficult task to work out consumer segment preferences. And if the consumer number is large, it can be more daunting. Email marketing service providers use automation for personalization of emails at scape without manual inputs. Based on the collected data and predefined segmentation, such as name, preferences, purchase history, or browsing behaviour. Automation uses dynamic content to ensure each subscriber gets only relevant content.
Benefit: This practice generates higher open and click-through rates because the user feels valued and connected, saving time, and increasing engagement.
Enhanced Lead Nurturing
When a new user or an existing one signs up or makes a purchase, you must send them a follow up email. Manually, this can be a tedious and an unorganized task. It can also lead to missed connections with hot leads, negatively impacting your brand. On the other hand, automation tools used by top email marketing service providers can send automated email sequences, such as drip campaigns, to send the right content at right time. For example, when a customer downloads an eBook, or visits a specific website page, or clicks a particular product, the corresponding email is sent based on the unique trigger.
Benefit: Automation in email marketing streamlines the lead nurturing programme without manual efforts. You end up building long term and fruitful relationships with the lead, which eventually moves it closer to conversion. The lead will remember your brand, thus increasing engagement.
Easy customization of behaviour-based triggers
These emails are sent through automation based on how the consumer has behaved on the website or responded to or clicked the last sent emails. For example, automation triggers can be set up to send an email based on behaviours such as completed purchases, repeat orders, enquiries, etc. These triggers ensure that emails are sent timely and are relevant.
Benefit: Saves time and boosts engagement through the email marketing service provider as the content aligns with recipient’s intent.
Refined A/B testing
Reports have shown that testing emails leads to a higher ROI. Automation used by email marketing service providers includes A/B testing features for subject lines, content, call to action buttons, etc., automatically. This enables the ESP to select the best performing version and send it to the prospects.
Benefit: This process saves time by routinely testing the messages. You get the most engagements as the audience is getting the most successful variation of the messages.
Efficient, reliable, and consistent communications
Out of sight and out of mind applies to emails too. If your brand is not communicating regularly with the customer, chances are that they will forget about you. So, to stay above the noise, automation is the simple way to implement constant communication with the prospect. It can be about offers, newsletters, blogs, special promotions, or reviews. Automation by email service providers lets you schedule all this in advance and automate delivery to different segments of your audience.
Benefit: Consistent communications are the only way to engage your audience and build a relationship of trust. Automation reduces this workload from your marketing and sales team. This saved time can be better utilized in improving the human touch with the audience.
Bring back dormant subscribers
With its advanced segmentation and targeting capacities, automation by email service providers can easily identify and track inactive audiences. This also includes sending targeted emails to customers who have not opened the emails in a while, or visited the site, etc. This content can include incentives such as discounts and reminders of the benefits of your product or service.
Benefit: Reengagement improves retention and maximizes the value of your campaign without spending so much time in data analysis.
Email service providers get real time and data driven insights of the email campaign through automation. This makes it easier to optimize and improve the email marketing campaign for maximum engagement and ROI.
Read Also: What are the advantages of using marketing automation services for small businesses
Written by Amit Bhateja
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
