Email marketing automation is the new buzzword in modern digital marketing. Adopting an automated approach to email marketing can bring many benefits for companies, from helping increase conversion rates to increasing brand recognition.
But what is it exactly? In this article I’ll demystify email marketing automation, answer the most pressing question – why you should use it, and give you tips how to get started with automating your email campaigns.
Here is a really comprehensive list of statistics about email marketing that I have put together.
1. The total number of emails sent per day was 281 billion in 2016.
2. There are over 2.7 billion active email accounts worldwide and the number is growing with an average of 7 million new email accounts created every day.
3. The average business generates 240% more revenue when using email marketing as part of their marketing strategy.
4. 75% of marketers say that email has contributed to increased leads for their business, and 64% said that email increases the engagement of their current customers, according to the Direct Marketing Association (DMA).
5. The median open rate for marketing emails is 20%; the median click-through rate is 4%.
6. A staggering 92% percent of consumers prefer to receive promotional emails from brands they know and trust, compared to 8% who prefer promotions from brands they don’t know or trust.
7. 78% of consumers report having made a purchase as a result of an email marketing promotion after being targeted with personalized offers
After this, I think that you should really think about implementing email marketing automation into your strategy.
Making it easy for your customers to buy from you is key to building a successful ecommerce business. One way to do this is by making sure that you send automated emails so that customers can be guided through their purchase journey seamlessly.
The pillars of email automation
Automated emails help you save time and ensure that your recipients get the information they desire when they need it. Some examples of automated emails include order confirmations, shipping notices, receipts, feedback requests, and surveys.
Triggers are events that prompt your audience to take action, such as signing up for a newsletter or visiting your website. You can use triggers to create a sense of urgency and prompt a response from your audience. For example, if you’re promoting an upcoming sale, send customers a notification when the sale begins so they can shop right away!
Timeliness. Timing is everything! If you’re sending out emails at the wrong times of day or week, you might be missing out on key opportunities to engage with your audience. Consider sending out promotional emails on weekends or late at night when people are more likely to think about buying products or services. Or schedule important announcements like product launches for early in the week.
Another use of email automation is personalization. Personalized emails have higher open rates and deliver more revenue per email sent than non-personalized emails. The key to effective personalization is relevance—being relevant to the individual receiving the email—and not overdoing it so that you come across as spammy.
Segmentation allows you to send different messages to different people in your audience based on buying behavior, location, preferences, and other parameters. For example, you may want someone who has already bought from you in the last 30 days to receive a different message from someone who has bought from you previously but more than 30 days ago. Segmentation allows you to increase ROI by sending the right email to the right person.
AB Testing is a statistical method of performing controlled experiments on Web sites. The goal of AB testing is to determine which of two or more variants performed the best. A good example of the need to use AB testing would be if you had two different web pages that provided information on the same product, but in slightly different ways. You could then show each page to 50 different visitors and record which page they were directed to. Then, you could make changes to one of the pages, and run another test with 50 visitors until you are confident that you have determined which page is better for conversion purposes. In general, A/B testing can be a very useful tool for increasing revenue and guiding future marketing efforts.
However, there are some drawbacks to A/B testing that should be taken into consideration before using this technique. One drawback is the fact that it can be fairly costly in terms of time and money to set up tests and determine results.
Email Service Providers (ESP)
As you grow your business, it’s more important than ever to find an email service provider that can help you build a comprehensive email strategy. An ESP doesn’t just send out bulk emails from your company logo. They help you develop the ideal customer experience through segmentation, personalization, and engagement. With the right ESP by your side, you can reach new customers and cement your relationships with existing ones—all while saving time and money on overhead costs.
Before you begin your search for an ESP, consider some of these factors when evaluating each vendor:
OOB Integration – If you have a pre-existing customer database or set of contacts, make sure the ESP has an easy way to integrate with them so you don’t have to recreate that information from scratch.
Analytics – Don’t settle for an ESP that offers no insight into how your campaigns are performing. At a minimum, look for an ESP that provides open tracking URLs for all campaigns as well as campaign-specific reporting in Google Analytics or another third-party analytics platform.
So in order to automate your emails, you have to first find a reliable ESP. The ones we recommend are Mailchimp, Drip, or Convertkit.
Email marketing can be an effective way to gain new customers, generate revenue and communicate with existing clients. However, the process of getting your email marketing on track has traditionally been time-consuming and tedious for both marketers and business owners. Fortunately, the rise of email marketing automation has made it easier than ever to manage your digital marketing campaigns.