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23 Feb 2018 by Sadie Burgess
Email automations are a powerful and efficient way to get more out of your marketing, whilst saving you valuable time so you can concentrate on other value-added activities. Email automation is the most effective way to engage in email marketing because it enables you to send out messages to your customers at designated times. Unlike one-off campaigns, automations can be left running in the background, taking repetitive tasks off your plate. You can welcome your new subscribers, reach out to people who abandon their online shopping carts, and win back lapsed customers.
How automation works
Email automation is the ability to send time or action triggered emails to subscribers with relevant information. Automation is useful for a variety of different marketing purposes. Whether it’s a triggered workflow that helps nurture new leads, birthday greetings that add a personal touch, or automated blog updates that take the legwork out of staying in touch with your audience — email automation makes email marketing more efficient, personalized, and relevant.
N.B. Automation is designed to engage with the audience, so transactional emails like “thank you for your order” or “your order has been dispatched” whilst triggered and automatic do not fall under the umbrella of automations.
What can you do?
Connect with new contacts
Automation is a simple and effective way to make a
great first impression. So reach out to your newest subscribers to help keep
them engaged and improve retention rates where you cultivate a long-lasting
Introduce yourself with a single mail or a short series to help them get to know your company and offering in a bit more detail.
Say Happy Birthday or Anniversary with a simple date-driven campaign
Create an on-boarding series with helpful information and resources so they know all they need about your business.
Upsell and cross sell
Whether you are an e-commerce business or not, email can be a great way to expand your reach. You can nurture your customers to encourage purchase of add-on services or upgrades. You just need to put yourself in the mindset of your buyer with you recommendations – so your suggestions are both revenue generating and service orientated, helping your customer ensure they have everything they need. You could sweeten the deal with exclusive discounts or offers, again which make your customers feel valued. Whether your business is e-commerce enabled or not, you can achieve success with incremental sales by focusing on these on-going opportunities.
The customers that support your business are the lifeblood of your success and growth, so it is important that they know they are valued. It is 5 times more costly to attract a new customer, so it is a no-brainer that keeping your existing customers happy, loyal and repeat purchasing is critical to business success. So what so of automations make sense here;
Reward your best customers with an offer, discount or download so they know how much they are appreciated.
Respond to subscriber updates. Automatically send an email to subscribers who join (or leave) a group in your list. Provide a sample of the new content they’ll be receiving, suggest other groups that might be of interest, or collect feedback about their experience
Win customers back
Automation can be a powerful asset for businesses during all stages of the customer journey, but can be especially helpful for re-engaging people who haven’t interacted with your brand recently.
Promote your event
If your business invests time and money into running events, meetups, or webinars, then getting people to attend is critical to driving a positive return on investment. Unfortunately though, even if you get a large number of registrations only about 50% of those people will actually end up attending. A great way to increase this is to send people reminder emails in the lead up to the event, and then a series of follow-up emails after the event.
Once a person has registered for a webinar, they receive a series of reminder emails in the lead up to the webinar time encouraging them to attend live. Then, after the webinar has concluded, they automatically get sent the slides and access to the on-demand version of the webinar.
Don’t forget to test, optimise and repeat what works
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