How Automation in Email Marketing Works & What Kind of Emails should You be Automating for Your Business

Do you want to do more with less?

Do you want to increase sales and productivity with lesser resources?

Well, you are in luck because leveraging Marketing Automation can help you do so.

With the advancement in technology, more and more businesses have been incorporating different technologies under their Marketing Stack to stay on top of their marketing game.

Some of the technologies include Social Media Platforms like LinkedIn, Facebook, Instagram, etc, Online Chat Systems, Forums, etc, that businesses use to spread their message out and market their products and services...

...but one of the most important and relevant technologies that you might be missing out is Email.

Though email is out there for a long time, it is still one the most trusted and secure modes of communication preferred by both businesses and customers, even today.

When it comes to decreasing the communication gap between a brand and a customer, Email is still the best way to: 

? Educate your audience...

? Build trust and relationships...

? Establish your expertise as a brand...

? Convince customers about how your products and services can help solve their problems...

...The best part?

The whole process can be Set Up on Automation and can run without you having to lift a finger.

Imagine that after a new lead signs up for a free pdf report on your website, your lead receives an email series from your brand...

...On the first day, your lead receives an email that welcomes him to your community and delivers the pdf report he signed up for...

...On the second day, he receives an email educating him about what your company does, how many people you’ve helped, where you’ve been featured, etc, and...

...On the third day, he receives an email asking him to join your company’s Facebook Group, connect with your LinkedIn Profile, follow your brand on Instagram, etc, to help him stay connected with your brand on various platforms.

This one email series will work as a Marketing Executive for every lead that comes into your email list: 

?? Welcoming the Lead in your community...

?? Providing Value to the Lead by Educating him...

?? Establishing Trust with Testimonials and Social Proof...

?? Building Your Brand’s Credibility...

And all this happens automatically, without fail, every time a new lead signs up.

Imagine how, otherwise, it would have been a huge waste of your time and money to manually create and send 3 emails to every person when they sign up, after each day, at a specific time... 

...but by setting up an automated email series that gets sent whenever a new person joins your email list, you are saving on a lot of work, time and money, while still accomplishing one of the most important parts of a business: Building Relationships and Trust ??

Want to know How does this Automation Really Work? ??

The answer is…

Triggers

Every email marketer wants to send the right email at the right time. ??

As your customer moves through the sales funnel, their behavior will guide the type of emails you should be sending them...

...and when you pay attention to this behavior, you’ll be in a great place to send them emails that are relevant, are of value, and help them to convert.

Triggers allow you to record this behavior and using these triggers, you can activate the automated campaigns that you have already set in place for your leads residing at different stages of your sales funnel.

Check out this article on What is a Sales Funnel and How it Can help you Make More Money from the Same Customers

A good Marketing Automation platform will provide you with a variety of triggers like:

• Subscribes to a list
• Unsubscribes from a list
• Fills up a form
• Tag is added
• Tag is removed
• Opens/Reads an email
• Clicks link in an email, etc.

For example, ActiveCampaign provides the following triggers to its users inside their platform:

These triggers can be used to allow people to enter into an automated email sequence based on their behaviors.

Imagine how powerful this can be for your business.

Having to just setting up these automated sequences once, and not having to worry about them again.

Taking advantage of triggered emails can help your business have higher conversion rates. 

It’s more than just sending your subscriber the right email at the right time.

It’s about making the customer feel like you’re paying attention. A customer will always return to where they feel valued. ????

Now that you understand how automation within email marketing really works, check out the scenarios for which you should be creating automated sequences in your business...

Types of Communications That Should Be Automated

There are primarily two kinds of communications that a business should send to communicate information to its prospects, leads, or customers:

1. Transactional Communications

These emails are sent after customers complete (or don’t complete) actions.

For example, transactional emails are usually sent after completing a purchase, resetting a password, abandoning an online shopping cart, etc.

The reason why you should be sending out these emails is that the recipients expect these emails.

When they hit the “Subscribe“, “Buy“, or “Download the E-book” buttons, the users assume that you will be sending an email to reassure them about the process.

Not sending a welcome email could imply that the subscription process wasn’t successful.

Another scenario could be of customers who just placed an order on your eCommerce website. If they didn’t receive the order confirmation email in the next couple of minutes, they would be concerned.

They would start to wonder what actually happened and might get in touch with you to see if their order went through, so...

...setting up transactional emails based on user behavior is a must for every business to ensure excellent user experience.

2. Promotional Communications

Promotional emails are those that are sent to inform people about your offers. You can set them up on automation or send them as a manual broadcast.

For example, you can set up automated sequences of promotional emails to first educate your leads on the problems you solve for them, how you solve them, how it would benefit them, and then promote your offer.

This strategy will help you get more conversions in the long run because you are building trust by providing value first and then asking for their money in return, much later.

Depending on your business, some examples of automated communications that you can set up for your business are:

1. A Welcome Email
2. Successful Action Completion Emails
3. Thank You Emails
4. A “Start Here” Emails containing links to your best resources, to be consumed in your specified order
5. An Email Course
6. Event Promotional Emails
7. Cart Abandonment Emails for items that have been long forgotten
8. Re-engagement email for subscribers who haven’t opened your emails in a while
9. Subscription renewal reminders for soon-to-end subscriptions, etc.

The types of emails that you need to set up in advance for your business totally depends on your marketing strategy…

...but if you are not setting up automations in place, then you are missing out on a lot of amazing things that email marketing can do for your business.

So are you ready to incorporate Email Marketing in your business today?

If you still have any doubts and want a FREE consultation, go ahead and Message me on LinkedIn Now