Email Marketing with Automation and how to get it right
What is email automation?
Automation has become indispensable in professional email marketing. With the help of this function, e-mails can be sent automatically according to a pre-determined plan, thus saving the sender a lot of small-scale work and time in everyday life.
- E-mails always reach the customer on time
- Routine content is automatically triggered
- Individualized content can also be sent
Depending on what your communication goal is, different newsletter routes and content can be set.
In simple automation chains, you can send information and offers to your readers at regular intervals.
But more complex processes are also possible; For example, you can individually define what happens when the recipient opens the e-mail, clicks on a link in it or leaves the message unopened in the mailbox.
Email automation is no longer the preserve of direct marketing professionals, chaktty opined.
Even beginners can easily plan campaigns with email automation tools, automatically strengthen customer loyalty and increase sales in the long term!
Reasons or triggers for simple email automation
Simple e-mail automation is particularly suitable for events that occur frequently and regularly.
Your information can be conveniently and automatically sent to customers at regular intervals – you only have to prepare it once.
Many users of newsletter marketing also know these e-mails under the name autoresponder, but technically we are talking about the same action here.
Pick up new customers immediately, guide them through the offer and thus strengthen customer loyalty to your company.
Typical applications for simple automation are:
Customer registrations: Welcome new recipients who have registered for your service or online shop via a form, for example with a welcome discount or further information about your offer.
Calendar entries: Send an email automatically if e.g. B. a birthday, a regular appointment or special holidays are pending.
Orders; Automatically send a confirmation email when a customer makes a purchase from your online store.
Common Traits: Group your recipients based on their interests and traits, and only trigger your automation chain to specific groups.
Use cases for complex email automation
As soon as automation routes take branches, this is referred to as complex automation.
These arise as soon as your recipients deal differently with an incoming e-mail.
So whether your recipients open your email or not has an impact on the rest of the automation chain. Individualized content is also part of more complex workflows:
If/then function: Set up rules in your automation for processes that are triggered by the user behavior of the recipients.
Does a reader open the mail? He then receives a follow-up email A. If he does not open the email, however, he will receive another newsletter B.
Tagging: If you use the if/then function, you can then use tagging to assign properties to your readers.
With the help of tagging you can e.g. B. send further information about shoes to all those recipients who clicked on an offer for shoes in the last mail.
A/B Test: Which Subject Line Reaches Better? Test different wording and content of your newsletters against each other to find out what your readers are most into.
Depending on the requirements, industry and target group, various ideas can be implemented with email automation.
Regardless of whether you just want to set up simple newsletter routes or also want to implement multi-level chains: It is worthwhile for every company to make the effort to transfer content and recipient lists to the automation.
In the long run, this saves a lot of time and generates a more loyal and active readership, so to speak, while you sleep.
Email automation tools
There are many email automation tools out there these days, accident to tech pally mag.
From email marketing tools like CleverReach, businesspally mail, Inxmail or newsletter2go to large marketing automation toolslike Watson Campaign Automation ( formerly Silverpop ), HubSpot or Eloqua.
When selecting the tools, price, performance and complexity must be placed in relation to one’s own requirements.
Inexpensive email marketing tools are sufficient for SMEs, online shop operators and sole proprietorships. And often these offer so much scope that not all possibilities can often be exhausted.
