Marketing automation uses software to automate marketing processes, and one of your marketing efforts that will benefit the most from automation is email. There is a lot of value in using your marketing automation software to speed up, track, and improve your email marketing campaign. Below, we’ll discuss the importance of email automation, the best ways to utilize it, and simple solutions to get your audience to open that email.
The Value of Automating Emails
According to a recent report released by The Lenskold Group and The Pedowitz Group, 60% of survey respondents who use marketing automation say it has increased the quality of the leads being passed to their sales team. The use of automations for email communications can also streamline a company’s workflow by:
- Reducing repetitive tasks
- Targeting specific markets or users
- Making it easier to set up marketing campaigns
- Better measuring and tracking campaign results
- Developing specific email and sales campaigns to drive revenue
- Saving you, your employees, and your clients time and money
Best Practices of Email Automation
Email automation is a great tool to use for lead follow-up, but unless properly developed and managed, it can become problematic. The following are best practices on how you can utilize automation software for your email follow-up communications:
Ways to Utilize Automated Email Communications
It’s not always possible to follow-up with each lead that comes in on a daily basis; therefore, email automation software was created to help you contact all of your leads in a timely manner.
Below are some ways you can utilize automated email communication:
- Send a series of follow-up emails to each user who fills out form on your website.
- Send follow-up emails to contacts who have been stagnate for x amount of time.
- Send follow-up emails to users with specific browsing patterns.
- Send a follow-up email to customers based on their purchasing behavior.
- Send follow-up emails to users based on events or actions taken.
- Send a follow-up email to those users or customers who have abandoned their shopping cart with something in it.
- Send email follow-up communication after interactions with clients or users (phone calls, trade shows, online inquiries, etc.).
- Send any email nurturing communications (for more or lead nurturing click here)
The options are endless – take a look at your current marketing process and determine how an automated email could improve a piece of it. To learn more about tracking those leads that come in, click here.
Getting Your Recipient to Open Your Email
Some say using automations takes the relationship-building and personalization out of the follow-up process. This can occur, but only if you don’t properly set up your automations and templates. Follow these five simple steps to get your recipients to open and engage with your email:
Final Thoughts
Email automation is another tool to add to your marketing process to make it more efficient. As more advanced technology becomes available, we need to decide which tools are worth using and which aren’t.Automation software is one that is a must and should be used for contact management, email marketing, lead nurturing and any other type of sales or marketing communications between your company and your prospects and customers.
“Good design is about effective communication, not decoration at the expense of legibility.” – Author Unknown
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