Table of Contents
- Understanding Email Automation
- Why Email Automation is a Game-Changer
- Email Automation in Action: Proven Examples
- Implementing Email Automation Strategies for Increased Sales
- Segment Your Welcome Series
- Segment Cart Abandonment by Cart Total
- Segment Cart Abandonment by Purchase History
- Use SMS in Email Marketing Automation
- Filter Segmentation - Go Beyond Default Demographics
- Employ Gamification - Make the Email Fun
- Personalize Your Cross-selling Emails
- Focus on Mobile View
- Keep Them Engaged With Coming Soon Emails
Email marketing has been a game-changer in the world of business for many years. However, with advancements in technology, automated email marketing has taken center stage. In this guide, we will explore how email automation can be leveraged to bolster online sales and reinforce customer relationships.
Understanding Email Automation
Email automation is a method that streamlines email marketing tasks by delegating them to dedicated software. This automated process lets you schedule emails to be dispatched at specific times to specific audiences, reducing manual intervention.
When certain conditions are met or triggers are activated, the software automatically sets off the workflow to send a pre-set sequence of emails. This means customers don't have to surf through their inbox to find your emails, but rather receive them at the right time and in an orderly manner.
Why Email Automation is a Game-Changer
Automated email marketing offers a multitude of benefits, making it an indispensable tool for businesses. Let's delve into these advantages:
Heightened Brand Awareness
Email automation ensures your brand stays fresh in the minds of your target audience. Instead of bombarding them with loads of information about your brand all at once, you gradually introduce your newly acquired leads to your business and the products you offer. This ensures continuity of your communication and increases engagement.
Enhanced ROI and Performance
Automated emails have been found to have up to 70% higher open rates than typical emails, leading to improved overall email marketing performance. High levels of recipients' engagement positively affect your email sender's reputation and, therefore, increase your emails' deliverability.
Streamlined Marketing Activities
Automated email workflows bring structure to your marketing activities as you plan the sequence out a couple of steps ahead to fit perfectly into your strategy.
Automation spares your marketing department from having to compile mailing lists, track incoming messages, write repetitive emails over and over again, and schedule them to be sent precisely when needed every time. This leaves more time and effort to be put into other more challenging tasks that call for human creativity.
When you handle email outreach manually, the number of emails and email sequences you can send is limited by the number of employees in your email marketing team. However, automation makes your marketing strategy scalable.
With automated emails, you don't have to worry about making spelling mistakes or hitting the send button prematurely. It's enough to proofread and check your copy just once when you're setting up the workflow.
Automated email marketing allows you to segment email contacts into different groups or lists based on their attributes, behavior patterns, and other relevant conditions. This personalization enhances user experience, customer retention, and loyalty, which ultimately leads to an increase in sales.
Improved Customer Experience
Email marketing automation allows you to speed up your average response time and react to your audience's inquiries immediately, in real-time.
Increased Average Deal Value
You can increase your chances of upselling and cross-selling by providing your leads precisely with what they need when they need it.
Increased Lifetime Value (LTV) and Reduced Customer Churn
Automated emails help you build and maintain a robust relationship with your customers, converting them into repeat customers and increasing the LTV.
The combination of all the benefits mentioned earlier of email marketing automation helps your business drive more sales and, therefore, increase your revenue.
Email Automation in Action: Proven Examples
To help you understand how email automation can be harnessed effectively, let's examine a few examples of automated emails.
The first impression matters a lot, and a welcome email is your chance to make a great one. When a new subscriber completes the opt-in process, an automated welcome email can be sent to acknowledge their action and introduce them to your brand. It's a simple yet effective way to make the subscriber feel valued and appreciated.
Once a user has signed up for your product or service, it's vital to guide them through the process of using your product. An onboarding email is designed to assist new users in navigating your platform and getting the most out of your product.
A birthday email is a beautiful way to add a personal touch to your relationship with your customers. Sending a birthday email with a special offer or discount can make your customers feel appreciated and strengthen their loyalty towards your brand.
Upsell and Cross-sell Emails
After a customer has made a purchase, an automated email can be sent offering related products or premium versions of the product they bought. This is a great way to increase your average deal value.
Cart Abandonment Email
Nearly 70% of online shopping carts are abandoned before the customer completes a purchase. An automated cart abandonment email can remind customers of the items they left in their cart and encourage them to complete their purchase.
Low Activity Email
If a subscriber or user hasn't been active for a while, an automated email can be sent to re-engage them. This can help to bring inactive users back to your platform and potentially convert them into customers.
Account Renewal Email
When a subscription is about to end, an automated email can be sent to remind the customer to renew their subscription. This can help to retain customers and ensure a steady stream of revenue.
Feedback Request Email
After a user has been using your product for a certain period, you can send an automated email asking for feedback. This can provide you with invaluable insights into your product's strengths and weaknesses and help you improve your product and customer service.
Digest or Summary Email
These emails can be sent to users to provide a summary of their activity or to update them on new features or products. This can help to keep users engaged and inform them about the latest developments in your product or service.
Event Promotion Email
If you are hosting an event or a webinar, you can use automated emails to invite your subscribers. These emails can provide all the necessary details about the event and encourage subscribers to attend.
Implementing Email Automation Strategies for Increased Sales
Now, let's delve into some effective strategies you can employ to maximize the sales potential of your email marketing automation.
Segment Your Welcome Series
A generic welcome series might seem practical, but it doesn't cater to the individual intent and interests of the customer. By monitoring subscriber click activity within the initial welcome email, brands can send category or product-specific messages based on that data, creating a more relevant and personal welcome series.
Segment Cart Abandonment by Cart Total
A straightforward yet effective strategy is to split your abandoned cart messages based on the cart total. For example, if your website offers free shipping over a certain amount, you can send one message to those under the threshold promoting your free shipping offer and different messages for those already above the threshold.
Segment Cart Abandonment by Purchase History
Knowing whether the abandoner has never bought from you, is returning after making one purchase, or is a loyal customer allows you to customize your message in multiple ways. For example, you could entice new customers by focusing on your company's value-adds, such as flexible return policies or speedy and low-cost (or free) shipping.
Use SMS in Email Marketing Automation
Adding SMS gives brands another way to engage shoppers via their chosen channel, whether they're on the go or in front of their computer. For example, you could send a welcome SMS with an incentive to give new subscribers easy access to their welcome discount.
Filter Segmentation - Go Beyond Default Demographics
Most eCommerce brands send specifically targeted email campaigns based on segmented characteristics, like profile data, behavior, location, etc. Going beyond these default demographics and considering factors like personality, lifestyle, occupation, habits, beliefs, behaviors, and interests can significantly enhance personalization.
Employ Gamification - Make the Email Fun
Quizzes, surveys, and tests are excellent ways to improve your email open rates and boost sales. Instead of sharing direct offers, create gamified rewards for shoppers to keep them engaged and encourage them to participate for a reward.
Personalize Your Cross-selling Emails
Once a customer has made a purchase, you can create cross-selling emails to prompt shoppers to return to the store and make another purchase. These personalized emails can be a great way to increase your average deal value.
Focus on Mobile View
With an increasing number of customers using mobile devices to check their emails, it's crucial to ensure that your emails are mobile-friendly. This can help to increase the open and click-through rates of your emails.
Keep Them Engaged With Coming Soon Emails
An effective product launch email can establish your brand more firmly in your audience's minds, create curiosity, and help you augment the way you plan to continue communicating with your audience.
Email automation is not just a buzzword. It's an effective strategy that businesses can leverage to boost their sales and improve customer relationships. By implementing the strategies discussed in this guide, you can harness the power of email automation to drive your business growth. So, get started today and watch your sales soar!