Electronic mail Automation 101: Utilizing Electronic mail Advertising and marketing Automation
From Kelly Forst 17th December 2020
Ready to get started with email automation? Read this post to learn what it is and how to use it.
You hear the sentence over and over again.
Email automation is powerful, but if you're new to the game of email marketing you probably have a few questions about it.
Finally, automation can increase leads, conversions, and revenue, and save you time. The statistics prove it:
According to the Epsilon Email Institute, automated email messages have an average of 70.5% higher open rates and 152% higher click-through rates than other marketing messages.
To give you a better understanding of what it is, why it's important, and how it can help you get the incredible results you want, here's a quick guide to email automation and how to use it in AWeber.
What is email automation?
Some marketers send the exact same message to each subscriber with one-time emails.
The thing is, this generic content isn't necessarily relevant or valuable to subscribers.
However, with the advent of email automation, messages send themselves. And, They can be segmented and properly timed, which also makes them more relevant.
But how does it all do?
Simply put, email automation means that you set up a series of emails that will be automatically sent to subscribers at a given time.
This allows you to connect with one person at every stage of their buyer journey (a.k.a. the marketing funnel) – from lead to customer to trademark attorney. You can develop a relationship with a person over the long term.
And the best part about it? It keeps going Autopilot, Make connections and increase sales while you work on other aspects of your business.
You can set up a single batch automation where someone subscribes to your list and automatically sends email 1, then email 2, then email 3, and so on.
In the following example, La Colombe Coffee Roasters uses email automation to welcome new subscribers after they have signed up:
However, the uses of automation are unlimited. It can be used to trigger emails or series of emails to be sent based on almost any action: a newsletter subscription, an eBook download, a purchase, etc.
Why email automation works
1. Email automation gives you direct contact with customers
There is 3.7 billion email users worldwide, and over 27% of them Check your email whenever you receive a new email notification.
And 66% of online consumers made a purchase based on an email marketing message, a higher conversion rate than messaging via direct mail or social media. This means that you will get better conversions and overall results from email.
Do you want more statistics? We thought you would never ask. According to VB Insight,
- 80% of marketers reported increased lead generation from email automation.
- For 77%, email automation increased conversion rates.
Put simply, email marketing automation works!
Learn more about AWeber's email automation platform, Campaigns.
2. Email automation helps you send the messages your subscribers want
Email marketing automation allows you to segment your subscriber list based on their interests, purchase history, and even the actions taken on your website (this is known as action-based automation. I'll go into this in more detail later in this article).
Would you like to email all of the vegans on your list? The September birthdays? The webinar registrants? The sweatshirt buyers?
Say you are a fitness trainer. You can then send an automated email based on the student's skill level: Beginner, Intermediate, or Expert.
That way, you can send each customer targeted information that suits their individual needs.
And you can do this with tags in AWeber.
When consumers receive emails with information relevant to them, they are more likely to click on your email. In addition, relevant content reduces the risk of your message being deleted or ending up in the dreaded spam folder.
3. Email marketing automation saves you time
When you run a small business, you don't have time to write and deliver emails to every single subscriber.
Fortunately, email automation can do all of that for you!
Email automation allows you to set a schedule for when and to whom your email will be sent. And your email marketing platform sends those emails at the right time for you. This gives you more time to create relevant and effective news. This is the key to increasing click rates, conversions, and overall customer engagement.
Email automation gives you a unique and convenient way to maintain the connection with your audience. And that's key to keeping engagement with your subscribers.
Do you need help figuring out exactly what to put in your email? We have created 45+ email master copies to solve this problem! Download it now.
Types of automated emails
Now that you understand why automation is so important, let's see how you can use it.
There are a ton of different types of automated email series that you can use for your business. Let's cover some of the most important ones so that you can get ideas for your next series.
Automated series of welcome e-mails
Your first point of contact after a subscriber has signed up for your list …
Your time to make an amazing first impression …
Your chance of getting more opens and clicks than any other type of promotional email …
Yes, your series of welcome emails is a big deal! But it's actually one of the easiest automated email campaigns you can send out.
Here are a few things to include in your greeting series:
- Thanks to the subscribers for signing up. Try to use more than words – say it with a gift! Offer free bonus content or a discount.
- Introduce yourself and your company. How will you solve the needs of your subscribers?
- Let readers know what types of emails they can expect from you in the future.
- Tell readers how often you will email them.
- Share where they can find you on the web (including social channels, website, blog, etc.).
- Give them helpful and relevant blog posts for them to review.
- Ask them to whitelist you. (This will add you to your email address book and improve the deliverability of emails.)
Below is an example of a welcome email Eddie from ReallyGoodCopy sends to new subscribers so they know what to expect and when.
Email course series
Do you have a lot of experience and wisdom to share on a specific topic?
Are there any questions your audience asks that you keep answering?
Consider an Email Course!
To set up an email course using automation:
- Write a welcome email with the first lesson.
- Allow a day or two to wait between each lesson.
- At the end of the course, encourage sharing on social networks to increase the number of course registrations and continue the cycle.
- Ask for feedback This allows you to deliver more relevant content, which leads to more valuable emails.
In our What to write in your email course We follow exactly this pattern. In one of the last emails in the series, we ask subscribers to share feedback in a survey:
Customer onboarding series
You can send this series of automated emails to new customers to keep them motivated and encourage them to become repeat buyers.
To keep subscribers informed and convert them into paying customers, add these resources to your series:
- How to get started
- Training videos and help-like articles
- Information about new products and how to solve problems
- Exclusive offers that only subscribers can receive
- Educational resources and how they solve problems
Remember, when trying to promote a new product, focus on the value to the buyer.
Advanced action-based email automation
Instead of automatically sending the same series to everyone on your list (Email 1, Email 2, Email 3, etc.), each individual subscriber can choose which emails they sent via different actions.
Action-based automation may be more advanced than a single series of automation, but it can skyrocket engagement and revenue. This is because you can target segments of our target audience with exactly the content they need. It's an amazing feeling when you can put a solution right in the hands of your subscribers.
See action-based automation in action: This podcast host uses automation and tagging to allow podcast listeners to create their own adventure.
Do you need a way to visualize your email automation? Try an automation card. They are a handy tool to help you map your first series of automated emails, especially if you want to use more advanced strategies.
Start automating email marketing today
With AWeber, you have all the tools you need to create automated email campaigns. We even created automated email campaigns for you. Check out these pre-written campaigns to save time and market your business 24/7.