Email Marketing Automation – The Ultimate Guide

Spending hours meticulously creating unique emails for each of your clients would be counterproductive, not to mention very time-consuming. You also don’t want to bombard your whole subscriber list with general emails that don’t really add any value. Recipients are more likely to move emails to spam or unsubscribe if they keep receiving email content that is unrelated to them. The good thing is, marketing automation, specifically email marketing automation, can help you overcome these issues and increase your ROI. 

What is Marketing Automation?

Marketing automation is a term that refers to software that provides information to specific consumers automatically. The majority of automation solutions do this through digital processes that are focused on a single channel.

Prospective customers will be assigned to particular processes based on their behaviors, allowing your sales and marketing teams to acquire a detailed understanding of how your audiences are interacting with your business.

A “trigger and action” model is used in marketing automation, where when a prospect engages with your business in some way, it prompts an automated response. For example, when a customer downloads an ebook from your website, it results in them getting an automated email or phone call.

Marketing automation also involves employing technology to simplify and improve marketing tasks. Marketing automation software takes care of the manual and repetitive marketing tasks by making these activities considerably easier by automating them, allowing the marketing team to have more free time and resources.

What is Email Marketing Automation?

Businesses use email marketing automation to deliver triggered or scheduled email messages to their email list subscribers. It allows internet marketing teams to send tailored communications to prospective customers and consumers on a regular basis or when certain criteria are fulfilled.

email marketing

Some examples of email triggers are when a potential customer expresses interest in a product, abandons a cart, schedules a demo but doesn’t follow through, and so on. With email marketing automation, marketers may save the effort of writing and sending out fresh emails. Aside from that, studies have also shown that utilizing marketing automation software increases lead generation by 80 percent and conversions by 77 percent. 

How Does Email Marketing Automation Work?

Triggers and actions are at the heart of email automation. When a specified event occurs, a specified email, or collection of emails, is sent. The number of marketing actions that a company wishes to automate determines the duration of an automated email campaign. A marketing team uses an email service to construct an email flow so as to facilitate email marketing automation.

A sequence of automated email messages delivered to a subscriber according to their behavior or data is known as an email flow. Companies may use an email workflow to send the appropriate emails to specified leads at the right time depending on how they behave or the data they have about them.  An email service provider can assist in setting up and customizing these events or triggers to meet your needs.

Benefits of Email Marketing Automation

Both B2B and B2C companies can make use of email automation. The advantages of using email marketing automation include:

Increases brand awareness

The outcomes are more consistent when automation handles the bulk work in email marketing. E-mail automation gives the impression that a company is more organized and responsive. When the email recipient gets useful and relevant emails from your business that always arrive at the correct time, it grabs their attention. They will be more aware of your company and will understand what you offer. When a salesman contacts them, they will recognize who you are and what your company does, and will ultimately be more engaged when interacting with you.

Saves time

Automation ends up saving a lot of time. You may simply transfer monotonous activities that would otherwise take a long time to accomplish to the email marketing software. Although the email workflows function autonomously, you and your marketing team may attend to other responsibilities. You may work on other things while nurturing leads and contacts, and then reach out to them when they are ready.

email campaign

Increases engagement

Email marketing automation gives click-through analytics to internet marketers, allowing them to determine which resources or links in their emails are getting the best responses from their target audience. They may then use this data to improve the efficacy of their emails in order to minimize unsubscribes, generate good impressions, and reduce bounce rates. 

You can send out more relevant emails

When you start working on your email workflows, you can ensure that they are entirely relevant to the recipient. It is very irritating to receive a series of emails that aren’t personalized for you. They’re pointless, ineffective, and cluttering for your email inbox. The vast majority of individuals will unsubscribe or move these kinds of emails to spam. If your email content is relevant to the individual receiving them, it will encourage more people to open and read them.

You can plan out your email marketing strategy

While some businesses like sending periodic emails to their list of contacts, email processes are meticulously designed and serve a single purpose. It improves your entire email marketing strategy since each workflow allows you to figure out how to organize your content. As a result, you can easily make sure that every email is relevant and offers value to the recipient.

Errors will be less probable

There’s a good possibility you’ll make a mistake if you only have one person or even different people composing and sending out emails to new prospects. Sending an email too early or misspelling someone’s name might make the receiver lose faith in your organization. It demonstrates a lack of interest and precision. Although email procedures may be proofed and verified several times before going live, there are times where something may be missed or a mistake made. Email marketing automation prevents this from happening because emails are sent out by software automatically. 

email marketing

Boosts revenue

Implementing an effective lead nurturing system with email automation processes may drastically boost conversion rates. Even a slight increase in the likelihood that a lead would convert through targeted marketing has a significant impact on total revenue figures. You can help accelerate the conversion process by finding the perfect strategy and scheduling your emails, in order to free up your salesmen to get more prospects.

Building an Email Marketing Strategy

Email marketing automation isn’t a stand-alone strategy; it’s part of a larger marketing strategy that spans several channels. There are a few important things to complete before you can start creating an automated email marketing campaign. Here is how to build an email marketing automation strategy:

Determine who you want to reach (your target audience)

The first step is to understand who you are attempting to reach, their perspective, and any problem they may be facing. You are in a better position to successfully design email content to suit that group of people and their requirements if you know who you’re attempting to reach and what issues they are seeking to solve. 

You need to think about the different personas who could be interested in what you have to offer, as well as the factors that might influence their decision in the future. Look into what distinguishes their needs and how your products or services can meet their needs. 

email marketing

Create useful content

Give your recipients a good reason to open your emails and read them. In most cases, pressing for a sale right away might make you appear aggressive, which can lead to prospective customers unsubscribing from your email list or even worse, putting your emails into a spam filter. When planning content, make sure to include a range of formats that cater to diverse consumer demands at different phases of the customer journey.

Use email marketing as an extension of your total content marketing plan. You can do this by using it to send out videos, blog posts, publications, and newsletters that you’ve previously produced. When you use material you generate for your blog or website in your automated emails, it becomes very effective in generating leads and increasing traffic.

Determine the point of entry for your email campaign

For an automatic drip campaign to start, it needs a trigger and therefore, you need to think about how your prospective customers will draw that trigger. Will it be by requesting a discount coupon by filling out a contact form on your website, downloading a white paper or ebook, or by clicking on a “subscribe” button? Identifying the campaign’s primary trigger can assist you to make sure you’re providing material or content that’s appropriate for that consumer at their buying stage.

Get a Call to Action (CTA) that works

Think about what you would like customers to do after getting to the end of the drip campaign while planning your email marketing. Your overall goal is to increase sales and conversions, but what you need to figure out is how you will go about it. When building your email drip campaign, you should build anticipation in your audience and let them know what to expect. 

They have probably been reading your material and are finding out more about your product or services as well as how you can assist them in resolving their problems. At the end of the drip campaign, offer a CTA on the next step to take, such as making a purchase, booking a consultation, or scheduling a product demo. 

Call to Action

Map out your workflows

After you’ve done the groundwork by figuring out who your target audience is, what kind of content you can offer them, and what action you’d want them to take. you can now map your email marketing strategy to suit your customer journey. The term “customer journey” relates to the decision-making process a prospective buyer runs through when evaluating your product, as well as the actions you take to assist them in reaching that decision. 

You may include a variety of approachable and sophisticated degrees of complexity into your workflows. You can start by mapping out content and determining where each piece of information will be most beneficial in the buyer choice process. You can also create touchpoints to guide them from your original trigger to your ultimate call to action (CTA).

mapping out workflows

Key Performance Indicators (KPIs) for Email Marketing Automation

After you’ve created and launched your email marketing campaign, you’ll need to track results to see if your efforts are paying off. You will also need a clear understanding of how people are interacting with your material. There are a few key measures that might assist you to understand how well your emails are doing. These include:

Open Rate

The proportion of subscribers that open a given email out of your total subscriber base is known as the email open rate. In simple terms, it’s the number of times your email is opened. This is an important place to start when evaluating the effectiveness of your email automation initiatives. If your emails are not being opened, they won’t have much of an influence on your marketing initiatives or conversions. 

Think about changing your pre-header text, also known as preview text, as well as your subject line if your open rate is poor. These are the first items a recipient sees while browsing their email inbox. They also have the most influence on the open rate, which is why you should take them seriously. To figure out where the majority of your email recipients are reading your emails, check both mobile and desktop open rates separately.

email marketing

Click-Through Rate (CTR)

The ratio of individuals who click on a single link to the overall number of users that visit a website, or receive an email is known as the click-through rate. For example, the header of your email may have a link, a Call-to-action button, and a clickable logo that directs consumers to a home page or your landing pages. It’s critical to know not just how often your users click, but also where they’re clicking so you can manage the user experience.

Make sure you’re not only looking at the Click Through Rate as a statistic, but also at the clicks that are distinctive. The term “unique clicks” refers to the number of people who have clicked on a link, whereas the overall CTR comprises those who have clicked through. Both unique clicks and click-through rates are useful metrics, as demonstrated by recurrent clicks. If a person has returned to your email and clicked on it several times, it means they are actually interested in what you have to say.

Bounce Rate

Bounce rate refers to the percentage of emails that are deemed undeliverable due to a deactivated or invalid email address. Understanding the quality of your lead database is important so that you can maintain a low bounce rate. A bounce rate that is high might damage your sender’s reputation with email providers, causing many of your emails to be filtered as spam. Some email marketing automation software needs you to pay for contact storage depending on the volume. If you don’t keep track of your bounce rate, you might be incurring an unnecessary expense. 

Conversion Rate

The percentage of users who accomplish the desired activity is recorded as a conversion rate. Knowing how many people read your emails or clicked on your CTAs is not enough. You also need to see actual sales from your efforts. The most essential measure for proving ROI is conversion rate. 

Spam Flags and Unsubscribe Rates

If your emails are getting a lot of unsubscribes or getting tagged as spam, then this is a problem. A significant unsubscribe rate might suggest that either your content needs to be changed or that you’re sending out too many emails. Make sure you look at unsubscribe rates throughout your email campaign while evaluating its success. When you realize that your emails are having high unsubscribe rates, then stop and recreate your campaign to get better results.

If you’d like to learn more about how automation can make your email campaigns more effective in 2021, give Munro Marketing a call and ask for a free trial. We are recognized as a SharpSpring Platinum Agency. SharpSpring is a marketing automation platform with a lot of capabilities, including email marketing automation features, and Munro Agency can help you make the most out of them.