In this day and age, both small and growing businesses need to do everything they can to squeeze every drop of value out of the technology they use. Typically, they have limited resources. As such, they need to maximize their efficiency and productivity, generally with a small team of marketers or even a single one running the whole show. Thus, adhering to marketing automation best practices is the key to successfully growing the business, and it all starts with email automation.
Email automation has become a core part of any effective marketing strategy and campaign. With it, your company can build lasting, personalized relationships with your customers and sell more products by directly reaching out to them, thus growing your business faster than ever.
What is Email Automation:
Email automation means setting up automatic, time, or action triggered emails to your contacts. This is different from launching a one-off email campaign that’s manually sent out to your subscribers; instead, you set up a workflow once, and your contacts will receive an automatic email when they take a specific action.
In other words, with email automation, you can send emails out to your subscribers as a sequence, with specific time intervals in between. Automation lets you schedule emails and send them to your relevant users on a scale that would otherwise take a large team to handle.
How does Email Automation Work?
With Pelcro, your company can seamlessly integrate both email automation and marketing automation platforms, so you don’t need to worry about retraining your team to use a new system.
Your first step will be to specify a set of conditions and put them into a workflow. In essence, you will need to think of scenarios where the subscribers who meet said conditions (i.e., newsletter signup form) trigger the system to send out your email.
Once you’ve set up and published your workflow, you’re set. From that point on, any time a customer meets the needs you specified in your conditions, an automatic email will be generated and sent to them. When implemented correctly, email automation is a functional replacement that allows you to send personalized messages to your users without having to write every single one.
Email Automation Best Practices:
Let’s be honest; email marketing often flies under the radar compared to the newer marketing channels. However, that doesn’t change the fact that it’s an excellent way for companies to generate leads and convert more business prospects. As such, we wanted to put together a few email marketing automation best practices that you can start implementing to boost your business’s lead generation.
Have a clear map for your strategy:
Save yourself from trouble down the line by using a mind map to visualize your process and validate your automation flow’s logic.
2. Create proper marketing funnels:
It’s all but a guarantee that your business will have various types of subscribers on your contact list. As such, it’s essential to consider your customer’s signup journey before sending them follow-up emails. It would be best if you had separate templates for your users based on how they signed up; for example, you wouldn’t want to send the same welcoming message to a customer who signed up for a free subscription, like the one you would send to a paying one.
3. Warm your leads gradually:
While marketing automation might free up some time for you, your subscribers shouldn’t notice a difference. Make sure that you’re moving your prospects through your funnel over time rather than flooding them with messages.
4. Remember your branding:
Every company needs to have a clear brand identity and tone of voice. The more consistent and relevant your content, the more engagement you can generate with your emails.
Don’t take content for granted:
While automated email is a great way to deploy your content, it doesn’t take away from the time and resources you need to invest in creating that content. Email automation is designed to free up time for the tasks that require a human touch to stand out in the inbox. If your content doesn’t add value to your users, They’ll have no reason to act on it. Continuously tweaking and refining your existing content flows are essential for success.
2. Remember to personalize:
Automating your emails doesn’t mean that you should be sending out generic content. You should make sure to consistently provide interesting, personalized, and relevant content to your contacts.
3. Monitor your results & update your campaign:
As with any marketing campaign, it’s essential to continuously check your results and tweak your messages according to the content or offers they respond to. Designing a high-quality marketing automation campaign is an iterative process, one that needs to be updated often.
Don’t reinvent the wheel:
While it’s important to send out personalized content, you can continue using most of the content you already send when you automate your efforts with some tweaks.
Final Thoughts:
While it may feel overwhelming when you’re getting started, automated emails are a great way to streamline your email marketing efforts. Automating these efforts can provide large-scale, and long term benefits for your business by:
Reducing time by saving on manual work like combing through your email lists and scheduling.
Giving your marketing team more time to focus on creating high-quality content.
Allowing you to reach out to your contacts and sending them personalized content at the right time.
If you want to set up a successful email marketing campaign, you’ll need to consider how you will grow your contacts list, the type of content and offers you’ll provide for said contacts, and how you can influence and increase your conversions over time.
Pelcro strives to ensure that our clients get all the tools they need to manage their subscription, membership, and eCommerce needs. The key to a flexible and versatile platform is its ability to meet our clients’ needs, and no one knows that better than we do.
Pelcro is a one-stop-shop to help your company manage its eCommerce platform and drive its recurring revenue. Get started with a free trial, or schedule a demo call with one of our experts and find out what Pelcro’s platform can add to your business.
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