What is Email Marketing Automation?

Email Marketing

Despite occasionally being perceived as outdated, email is still regarded as one of the most effective communication channels for reaching customers. What’s great about emails is they can be personalized based on the circumstances at hand with regard to content, time sent, and who you send to.

However, keeping track of the individual circumstances of your clientele can be difficult. Imagine trying to remember the characteristics/attributes of every recipient, especially if you have a large customer base. This is where email marketing automation is a highly beneficial communication strategy. Leveraging this technique will enable you to work out the who, what and when of email delivery.

What’s great about email marketing automation is you can achieve consistent quality. Your 10,000th subscriber will be privileged to the same fantastic experience as your first. Though email marketing automation can require some work upfront, it’ll all be worth it in the end.

Here are some top tips you can incorporate within your email marketing strategy:

Automated Welcome Emails

When someone subscribes to your email list, it’s your responsibility to make a great first impression. You can delight them with interesting content while promoting intriguing offers to entice them further. Crafting an engaging welcome email is critical, where you thank customers, highlight what they can expect from you and offer an attractive discount. Your emails will reach subscribers at the peak of their interest, a great way to nurture leads along the customer journey.

Birthday Emails

Who wouldn’t appreciate a pleasant birthday email on their special day? With email marketing automation you can easily treat your customers, configuring birthday emails to let them know they’re important. This is a handy tactic for keeping consumers engaged. To accomplish this all you’ll need is your clientele’s birthday information, which should be collected at the earliest opportunity. Thanking your customers for their continued support is a great way to re-engage customers as their interest wanes.

Emails

The Right Type of Self-Service

Self-service isn’t a bad thing, as the ATM shows. It is bad when it is done inadequately and it gets you a poor reputation.

One bad experience can be enough for the customer to say “I’m never using that product again”. The key is to understand who your customers are and who self-service is right for. Remember, it is not a one-size-fits-all approach. Knowing how and when to deliver it in a way that improves customer experience is everything.

Repurpose Blog Content

With an increasing focus on content marketing, the chances are you’re investing significant time and money into creating timeless content for your blog. Perhaps your blog isn’t getting the views it once did, in which case all is not lost.

A new initiative is repurposing content into automated email drip campaigns. This will predispose your business to new customers who are yet to visit your blog. When re-purposing your blog content into emails, you should consider the relevance of the material in question, checking whether it’s still up-to-date. There should be sufficient variety to ensure your recipients enjoy reading emails, in which case they’ll be more likely to take action.

Promote Events

Email marketing offers a great opportunity to promote events your target demographic will be interested in. With a succession of emails, you can get people excited about upcoming events, building a level of suspense to entice them further. For example, when someone signs up for an event, you can orchestrate a sequence of emails as the event approaches, encouraging customers to spread the word and reminding them of the big day.

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What is Email Marketing Automation?

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