An email with the right message, at the right time, can make the difference between winning a customer and making a new sale, or nothing at all. Effective email communication comes down to taking advantage of relevant opportunities and content.
Of course, this is easier said than done. How do you know when a person is ready to hear about you or your business? How can I organize my times and agenda to be able to do the correct segmentation, find out the best sending time to correctly hit the target?
Without a doubt, the answer to all these doubts is email marketing automation or email marketing automation. Stay here reading and you will learn about this powerful tool, and how you can use it to grow your business. We hope this note is another trigger for ideas to continue growing!
What is email marketing automation?
Email marketing automation is developed from a web software tool that allows marketers and business owners to automate the sending of news to their subscribers, including digital marketing campaigns through various channels, or the management of contacts in their email database.
Email marketing automation is the process of sending a series of automated emails in response to a given condition. The trigger may be related to the customer’s behavior, her preferences, or other personal information.
It is a world in which the personalization of treatment is increasingly valued, the automation of email marketing saves companies time and allows them to hit the target with a higher opening or success rate than sending a massive and poorly personalized email. . Let’s look at some examples of what can be done with email marketing automation:
- Send a welcome email to a new customer or subscriber.
- Send a birthday greeting with a special offer or discount on your day.
- Shoot emails depending on the sections visited on a certain website.
- Discounts to complete a purchase that was left in an abandoned cart.
What is the difference with traditional email marketing?
Email marketing is defined as sending an email campaign to a list of “N” subscribers. That is, the same message for all people. Email marketing campaigns are excellent for sending general announcements or promotions, but they are not the best for converting a contact into a sale.
Email marketing automation works something like one-to-one sending, allowing better monitoring of interactions with subscribers and being able to define a path until achieving the final objective of the campaign.
What are the benefits of opting for the automation of email marketing messages?
If you want to grow your business quickly, traditional, “unsmart” email marketing won’t be enough. On the other hand, email automation is completely scalable and will produce better empathy with your subscribers, faster. Let’s look at the main benefits of email marketing automation:
- Maximize the number of opens of your messages.
- Improve user experience.
- Causes a better conversion rate.
- Grease the relationship with your subscribers.
Some examples of when to use email marketing automation
Here we show you some examples of where to use sending an automated email to improve empathy with your users. Believe us, it is key to adapt the content to send at the right time.
Welcome email
Welcome emails are the first step in the relationship with your new client. This can be sent after you have made a purchase, when you create an account if you have a membership site, or after you have subscribed to your email newsletter.
An effective welcome message typically aims to:
- Share some words of welcome and how happy you are that they decided to buy your product.
- Guide the customer on the next steps to take to receive or use what they recently purchased.
- Invite the subscriber to want to learn more about your business.
- Use the surprise factor: add a value proposition, a special discount for their next purchase, or allow them to access certain content they were not expecting.
- Invite your client to follow you on social networks.