Email Marketing Automation

Email marketing is one of the most profitable channels for marketing your business today.

According to a recent article published by HubSpot on email marketing stats: “[…] email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.”

While newsletters and special campaigns will always have their place in the company’s marketing strategy, the best way to increase your email ROI is to set up automatic email campaigns that trigger a subscriber’s actions.

Why?

Because these automatic emails are convenient, personalized, and relevant to the user. That’s why they are opened and clicked more and drive visits and revenue to your business.

Let’s go and find out what automation is and look at different automated email campaign examples you can use in your own business.

What Is Email Marketing Automation?

As opposed to newsletters that you create weekly or monthly and send to a whole list in one go, an automated email is set up once and then automatically sent to a particular individual when they meet a specific trigger. For instance, imagine that you want to send an email to somebody when they signup for an account.

This email will welcome them to a website and show them how to get started to get them to become a frequent user.

It would be a massive waste of your time to manually craft and send an email campaign to every subscriber when they sign up. Instead, you could set up an automated welcome email.

That’s the idea of email automation; you can set up the email, and then as more people continue to meet specific triggers you defined, the email will continue to be sent to them without your efforts. To have an easy setup, you need an easy to use software like Sender.net that allows you email automation, and you’re good to go.

Email Marketing Workflow Template

1. Welcome new subscribers

Website users have clearly shown interest in what you have to offer and are great candidates to become future clients. A great way to make the change is to get them to subscribe to your email list. Subscribing is a smaller conversion action than making a purchase, and more people are ready to do that.

When they subscribe, you can use an automated email campaign to welcome them and offer a special offer that triggers them to buy. 

2. Increase product/service usage

Most online apps use free trials to get potential customers to try the product and eventually become paying customers.

Before people convert into customers, they need to realize your product’s value during the trial period.

To inspire people to progress through those steps, and realize the value of our product, craft a series of automatic emails that go out to people when they create an account.

3. Increase actions

If a person has signed up but has not yet made any actions, you can send them an email encouraging them to do so. The email should focus on how easy it is to use a product or service. You could send tutorial videos, How to’s articles, or documentation to give them an extra notch.

4. Notify your clients of upcoming expirations

Losing existing customers can cost your company lots of money. One of the best ways to ensure you don’t lose a customer is to send them email campaigns informing them that their subscription, account, or policy with you is about to run out.

These automated emails are amazingly effective at getting people to renew their accounts and help you grow your company by generating more sales from your existing customer base.

5. Offer a birthday surprise

Birthday automated emails are one of the most popular types, and they can be extremely useful when done right.

This kind of email is super easy to set up if you have your client’s birth date. You set up a recurring email based on a date, and the email will be sent each time that date rolls around.

If you are offering something the subscriber might be likely to use on their birthday, best to send it a few days earlier so they can plan.

6. Send appointment reminders

According to research, it costs five times more to obtain new clients than to keep your existing ones.

One of the best ways to get repeated sales from your existing customers is to send them an automatic reminder. It works particularly well for companies that provide a service people repeatedly use, like dentists who do routine check-ups.

7. Nurture your leads

If you use a CRM system to manage your leads and sales, you can tag specific leads that require nurturing and then use a tool to integrate those leads with your email marketing system.

Now you can send a series of automated email campaigns over time that educate your target audience on your product’s benefits and why they should use it.

8. Promote your blog posts

If you run a blog as part of your marketing strategy, then email is one of the most influential channels for growing your target audience.

So when you publish a new post on your blog, ensure you send your readers an email informing them of the original post and enticing them to read it.

The email includes an engaging graphic and some compelling preview text that describes what the blog post is about. It also has a prominent call to action to read the full post. This type of campaign helps grow your company by attracting subscribers to your website to read and share your content, keeping your company top of mind when they are ready to buy.

9. Create an email course

Offering an email course can be a highly productive way to capture subscribers and educate them on a chosen subject.

When done correctly, it helps build your email list while showcasing authority and expertise that encourages people to purchase from you eventually.

10. Promote your event

If your business invests time, energy, and money into organizing events, or webinars, getting people to attend is crucial to driving a positive investment return.

Once a person has registered for an event, they receive a series of reminder emails leading up to the event time, encouraging them to attend live. After the event has concluded, they automatically get sent the slides and access to the webinar’s on-demand version.

You simply pass the person’s email address along with the event’s date into a list in the email marketing tool, then create a series of automated reminder emails.

Automated Email Flow For New Customers

Here’s an example of how to nurture your leads into paying customers:

  • The problem email: show possibilities of solving customers’ problems with your product or service. This email should educate readers on the issues associated with their current method rather than promoting your product.
  • The benefit email looks at the benefits of using a product like yours to achieve their aims. This email should focus on the benefits of using your product and describe how doing so can improve their lives.
  • The transition email: This email should concentrate on outlining a simple process for making the switch from their current solution to using your product to solve their problem.
  • The tools email: This is the first time you introduce your product and tell why it’s superior to your competition. Add a call to action to purchase or sign up for your product for the first time in this email.
  • The case study email: Make sure to outline the problems it solves and what benefits it brings them. Include a customer’s testimonial and a call to action to sign up for your free trial/free plan in this email.
  • The resources email: Suggest some other content, eBooks, blogs, templates, etc. for learning more about whatever it is your product does. You can also try adding a discount code or special offer in this email as if you haven’t converted them from the previous.

In this example, you can see that the center is on educating prospects rather than making a direct sale.

Only once they have been properly educated on the problems of their existing approach and the advantages of replacing it with a product like yours and make an offer, at which point they are much more likely to make a purchase.

This kind of automated email series generates through your website and other marketing channels can be a very powerful way to nurture potential clients through to purchase and help grow your company.

Tips For Efficient Automated Email

Like email campaigns, automated emails need to be optimized for conversion to be effective. Here are a few recommendations to help you create notably high-converting automated email campaigns:

  • Write engaging subject lines. Even though automated email campaigns are triggered by the subscribers’ actions, they still need to have great subject lines to grab subscribers’ attention and make sure they get opened. 
  • Structure your email for scanning. Studies show people don’t read email campaigns word for word like they do a printed text. Instead, they scan the email, looking for elements that provoke their interest. To get your message across, you need to make sure your automated email campaign is structured for scanners. 
  • Use a call-to-action. When creating your automated email campaign, include a call to action button to improve your chances of clicking through and taking your desired conversion action. 
  • Measure your results. Proper email marketing tools will give you full data on email metrics like open rate, click-through rate, etc. 

Wrap Up

As a marketing professional, you likely have more and more things competing for your restricted time and resources.

Nonetheless, of all the opportunities available to you to grow your company, email marketing remains one of the most impactful. Setting up automated email campaigns can help you attract results without spending time working on them daily. Take some of the ideas for automated emails presented in this article and apply them to your company. 

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About the author

Skirmantas Venckus is a writer by day and reader by night. He is also the growth hacker at Sender.net – the email marketing provider that is focused on user-friendliness, affordability, and utility.

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