Email automation is one of the cheapest ways to get more customers while maximizing profits. It is also one of the most effective ways to market. Today, email automation extends to provide a more personalized service to customers and potential customers. You should be using email automation because it can take your campaigns to a whole new level. Email automation is guided by the actions of your targets. This means that your targets only get the emails that are relevant to them, increasing your click and response rates dramatically. You will get more visits and better conversions.
Email Automation Basics
One of the best things about email automation is that you set it up once and it just works on its own after that. You can tweak them anytime you want, of course, but you don’t need to create them from scratch every time you want to send a communication out. All you need to do is create a set of emails that will be “triggered” and sent out to those in your email list who meet a certain criterion. The welcome emails that you receive when you sign up for an account are an example of email automation. Email automation can be used for a variety of purposes like tutorials, reminders, and thank-yous.
Instead of tracking your subscribers or your targets, you can set up email automation to reach out to them based on triggers that you identify and set. Have they not visited your website in a while? Set a trigger that sends them a note saying that you miss them. Have they left a few items in their cart? Set a trigger that asks them if they need help with their order. Almost any kind of communication can be set up through email automation so you can keep in touch without spending long hours sifting through status lists and crafting one-off emails.
Stellar Campaigns to Start with
The possibilities are endless with a little bit of inspiration and some imagination. When you’re just starting out, however, you might feel more comfortable sticking to the basics.
This is a standard email automation that is triggered when someone signs up through a certain link. With a simple “Subscribe” call to action (CTA) on your website, you can collect a bunch of emails that you can use for marketing. If you have several sign-up options, you can duplicate the campaign to track where each one is coming from. This is very useful for trimming down the losing campaigns and throwing more support behind the winners.
The welcome email makes new subscribers feel more at home and usually gives them a few tips on how to get started. Some basic information to include are the subscriber’s login details and a guide to navigating their account. This makes them feel more at ease with the new tool or community that they have joined. It will also help them go through the next steps, which guides them down the sales funnel. If you are trying to win these subscribers over, you can add a special offer to your welcome email that encourages them to make a purchase. Don’t forget to include a bright hello and a noticeable CTA.
Some websites will allow you to include a unique code that is generated for that subscriber. The code can be tracked as well so you know which subscribers have converted. You can then use email automation to send out a thank you and then after some time maybe another email about similar products or a follow-up on how they liked their purchase.
If some of your subscribers have taken no action, email automation can send them reminders or help emails to guide them. For those who have yet to set up their accounts, you can send them links to where they can learn how to use their Wishlist or where they can upload billing information. Remind them of the benefits of completing their account setup. Ask them to reach out if they need more information or help with a specific feature. Encourage them to take action.
Subscribers are likely to poke around your website quite a bit before making a purchase. Some take longer than others. You can use email automation to send gentle reminders of the products that they have viewed, and show them similar items as well. This gives you the opportunity to tell them more about the products that they were looking at. It also lets you show them more choices that may have additional benefits such as a lower price or added features. Something is blocking them from making the purchase, and this can help you learn what that is and present them with a solution.
As mentioned above, you want to thank your customers when they make a purchase. Email automation makes this process so easy. You can create a beautiful email automation that shows how much you appreciate their purchase. It makes the customer feel good and increases your chances of getting a good review. Don’t forget to ask them what their experience was like, an assure them that they should contact you at any time if they have any questions or concerns. It’s important to know what your customers like and don’t like, and what they find lacking on your website. If you can provide solutions to their pain points, you can become their go-to place. Use this valuable information to improve their experience and possibly even the products themselves.
When you get a good response from your customers, email automation can help you gather positive feedback. You can set your email automation to trigger a follow-up email that directs your happy customer to a page where they can leave feedback. You can use this to encourage others to buy as well.
Deals and Expiration
Use email automation to send out information on new deals and offers. This can encourage them to come back to your website and make a purchase before time runs out. One great idea that really has that personal touch is sending out birthday coupons. Birthdays are a common piece of data that is used for account verification. Why not take advantage of this information to gift your subscribers with a special deal on their special day?
If you have memberships or subscriptions to tools or services, you can also use email automation to remind your subscribers when their subscriptions are running out. This friendly reminder can help you retain your customers who probably have just forgotten that their renewal dates are coming up. You can increase retention by offering special deals to subscribers who renew early or who extend their subscriptions by a longer period. This type of email automation also works well for all kinds of other reminders.
There are numerous email automation tools out there that you can use to create your campaigns. Some of them are free to use up to a certain number of emails, which is great for starters. Others offer free trials and reasonably priced accounts for businesses that are just starting to build their lists. In our opinion, the easiest and best program to use is Active Campaign. You can visually see your email workflow, spot errors and create beautifully designed emails from their templates quickly.
The important thing is that you get started with email automation as soon as possible so you don’t miss out. The competition is probably already using it, and new competitors are popping up every day. When you start early, you have time to develop your campaigns and really get them optimized. Then you will be ready when the sales really start pouring in.