What is an email automation strategy?
An email automation strategy is a marketing technique built around emails that are programmed to automatically send when a customer takes a specific action, such as making a purchase, abandoning a cart, or signing up for a mailing list.
This type of automated system can be enhanced with a personalization engine that allows marketers to personalize emails and tailor content to customer interests, while also reducing the time required to send out campaigns manually. A well-executed email automation strategy can lead to increased engagement, conversions, and revenue.
How do you automate emails?
Automating emails is relatively easy to do using email marketing software.
The process typically involves creating a series of automated messages based on certain triggers or customer actions, such as signing up for an email list or completing a purchase.
Once the automation is set up, each time a customer action triggers one of the prepared messages, it will be sent out automatically without any additional effort from the sender.
Additionally, many email marketing tools provide features that make it easy to customize automated messages and tailor content to specific customers and their interests.
Benefits of email automation
Email marketing automation provides several key benefits, including:
Increased customer engagement
: Automated emails are tailored to customers’ interests and behaviors, leading to higher open and click-through rates.Time savings
: Automated campaigns save time by eliminating repetitive manual tasks like personalizing messages one at a time or segmenting your contact list.Increased ROI
: Automated email campaigns can help you generate more revenue with less effort, and significantly lower costs compared to channels like paid ads.Improved segmentation and personalization
: Automation allows you to better segment and personalize emails, resulting in an improved customer experience and making it easier to reach the right people with the right message.
Five tips to fuel your email automation strategy
Follow these tips to get started on your email automation journey:
Work out your goals
: What are you trying to achieve with your email automation strategy? Whether it’s recovering lost revenue, driving repeat sales, or any other goal that aligns with your business objectives, knowing the outcomes you want to achieve from your email automations will help to inform your strategy.Identify key customer touchpoints
: Start by mapping out the customer journey and identifying key moments in the journey where automated messages can be helpful.Create your automations
: Use email automation software to create engaging and personalized messages that are triggered when customers hit certain points in their journey with your brand.Use segmentation and personalization
: The more personalized your emails are, the more relevant the content will be to each subscriber — and the more results you’ll see. Investing time in defining your customer segments at the start of your email automation journey will save significant manual input in the future and set you up for success.Test and review results
: From content and subject lines to send times and offers, test your emails regularly, adjust your strategy as necessary, and review analytics to measure the success of your automated campaigns.
Email automation with Emarsys
Emarsys helps leading brands like PUMA, Pizza Hut, and Nike to convert subscribers and drive repeat purchases with an AI-powered platform that sends the right content to the right people, at the right time.
