Why Email Marketing Automation is Essential for Your Business Success

Sponsored article by Allsopp Media
Email marketing

Necessity of Email Automation for Businesses

Email marketing automation is a powerful tool for businesses to stay in touch with their customers. It's also an effective and sustainable way of managing customer engagement. Email automation makes common marketing tasks like list segmentation, email personalisation, subscription forms, lead nurturing campaigns, and more much easier. With the help of email automation tools, marketers can easily create personalised interactions with different sets of customers according to their preferences and activity. Businesses can capture leads, onboard new customers, and invite people back to a website. It is the perfect way to quickly build relationships with people without spending hours writing individual emails.

What are the benefits of email automation?

#1 Establish trust from the very first interaction

With email marketing automation, you can create a series of emails that starts when someone takes a specific action such as signing up for your newsletter or other services. Every time someone opts-in, they are sent a sequence of emails that introduce them to your business and its services. Through these emails, you have the opportunity to tell them about any promotions or sales that you may have, as well as offer help if needed. You can also set triggers throughout the instance so that each recipient receives fractional parts of the message tailored specifically for them at different stages of their customer journey. This helps establish trust from the very first interaction in order to boost conversions and retention rates over the long term.

#2 Save time and get valuable customer insights

The best email marketing automation software will not only save you time, but they'll also provide valuable insight into how users interact with your emails. When you use marketing automation software tools you can get  deep insight into user behaviour, allowing you to customise messages that meet individual customer needs. In addition, these tools also enable you to segment your contacts into targeted lists and track open rates for each list. Furthermore, a good automation solution will provide sophisticated analytics so you can get actionable data insights and find out which strategies are working best for your particular product or service. Whether it's setting up an email marketing automation workflow or optimising personalisation tags in email messages, today's most successful businesses rely on email automation tools more than ever before.

#3 Streamline email operations and increase subscriber engagement

With the right email marketing automation software, businesses can streamline their email operations while also increasing subscriber engagement, improving lead generation and overall ROI. Many CRM platforms have automated features alongside workflow customisation capabilities that give you ultimate control of your campaign design and desired results. Each platform provides a diverse set of functions so users can choose what works best for their businesses - whether it's a particular budget or specific needs they have to work with.

Automating your email workflow can save you a ton of time, energy, and resources. It allows you to focus on what really matters by streamlining communication processes with automated email marketing campaigns. The first step in creating email automation campaigns is to select the right email marketing software solution that best aligns with your organisational goals. 

Check Out These Must-Have Email Marketing Tools to Supercharge Your Clicks:

  1. Mailchimp: A popular email marketing platform that offers automation features, including email sequencing and audience segmentation.
  2. Constant Contact: A user-friendly email marketing tool that offers automation features such as email scheduling, triggered campaigns, and personalised welcome emails.
  3. Drip: An email marketing automation tool that offers advanced segmentation and tagging features, along with automated workflows for sending targeted emails.
  4. HubSpot: A comprehensive marketing automation platform that includes email marketing automation features such as lead nurturing, A/B testing, and personalisation.
  5. ConvertKit: An email marketing tool designed for bloggers and creators, with automation features such as subscriber tagging, email sequences, and custom opt-in forms.
  6. ActiveCampaign: An all-in-one marketing automation tool that includes email marketing automation features such as triggered emails, dynamic content, and split testing.
  7. GetResponse: An email marketing platform that offers automation features such as autoresponders, triggered campaigns, and advanced analytics.

Remember to choose an email automation software that suits your specific needs and budget, and to take advantage of its automation features to improve your email campaigns and increase customer engagement.

Once you’ve selected a platform, it’s time to identify who will receive your emails and set relevant goals and enrolment criteria for those recipients.

#4 Utilise custom audiences and implement segmentation

It’s essential to determine who you are targeting and how you will reach them. Identifying the right recipients for your campaigns helps ensure that your messages will be seen by the people most likely to take action on it. To start, consider using lifecycle stages when selecting your email list. This way, you can target people based on their relationship with your business. For instance, a great tactic is sending upsell emails to existing customers who have yet to purchase a particular product or service from you.

Reaching the right customers is critical to success in business. Companies must use precise targeting strategies to connect with the right prospects and establish trust with their target audience. By leveraging data-driven insights, businesses can hone in on the best channels, messaging and content needed to reach these targeted potential customers and bridge that gap between awareness and brand recognition.

Having a well-defined digital marketing strategy for reaching potential customers is one of the most crucial factors in creating successful outreach campaigns. 

You can use data from your CRM system here — look for factors like location and buyer activity — to help narrow down your audience in order to guarantee the most relevant content reaches each individual customer’s inbox. Utilising custom audience creation based on exact criteria, such as demographics, interests, or past behaviours, allows companies to build smarter campaigns and gain invaluable user insight from those campaigns.

With this information at your fingertips, you can quickly identify opportunities for growth and optimise targeting efforts. Additionally, you can employ refined marketing tactics to nurture prospects through re-marketing techniques. This way you'll maximise engagement and optimised conversions across every stage of the customer journey. 

5# Buiild a customer journey map

Finally, you need to decide which processes you want automated through your workflow such as triggering emails when someone makes a purchase or reaches certain milestones in their customer journey.

Map out how you want the process to progress from start to finish for each email flow—this includes when email nurture series will be sent as well as placing all of the pieces together into one complete workflow documentation plan!

Establishing all these elements in advance and building a customer journey map will lead to better results through optimised use of automation tools in your email workflows.

After identifying target segments, create assets such as subject lines and email content to build out the content of the campaign properly.

6# Use A/B testing in your automated campaigns

A/B testing is an incredibly valuable tool that can be used to optimise the success of your email marketing automation strategy. By creating two versions of the same message, each with different elements, you can compare and contrast their impact on user engagement and response rates. A few ideas to start A/B testing are testing the subject lines with a different discount (percentage or dollar amounts) to see which works better for your subscribers; or test the same email subject line but with or without emojis.

In addition, split testing messages by varying the level of personalisation, including different call to action phrases, sending one set of emails at an earlier time than another set, exploring a mix of short versus long content or experimenting with various template layouts can all help determine what works best for your email recipients. With accurate data from A/B tests, you can uncover details about how your audience interacts with specific elements which can lead to higher conversion rates and more successful marketing strategies over time.

7# Drive more SEO traffic for your business using email automation

Given the right set up, automated emails can also help drive more SEO traffic for businesses. By leveraging keywords in emails and creating appropriate links to web content, automated emails can be leveraged as part of a larger search engine optimisation (SEO) strategy within an organisation’s overall digital marketing initiative. Automated email campaigns that use SEO effectively can reach existing and potential customers who are looking for a specific product or service online through organic search results on major search engines such as Google, Yahoo!, Bing, etc. Ultimately, this helps maximise sales potential from leads generated from SEO results.

Email marketing automation is a great tool for businesses of all sizes that want to provide an amazing customer experience to everyone who interacts with them. It saves you time, creates a better customer experience which is the biggest benefit of automation. You can choose the order, frequency, and targeted content of the message yourself, and once the sequence is set up, the emails send automatically. This makes email marketing automation perfect for businesses that need a steady stream of messages but don’t have time to write them all themselves. If your business falls into one of those categories, email marketing automation could be the perfect solution for you. If you are unsure where to start, contact Allsopp Media and we will be happy to assist you with your email marketing automation.