Just as the name implies, automated email marketing is sending out emails to your customers and prospects automatically, based on a schedule you set or triggers that you define.
It sounds simple, right? And for the most part, it is. But just like with any other online marketing skill, the more time you spend learning and testing and improving your email marketing campaigns, the more you learn. And the more you learn, the better you can apply those skills to further improve and grow your campaigns. If the idea of consistent, impactful marketing growth makes you sit up – you’re going to love automated email marketing.
Just to make things clear from the start, automated email marketing does not refer to the emails your customers get when they place an order. These are mainly transactional emails that are sent out automatically, like “thank you for your order” and “your product has shipped”. And while these can be used to market your business further — as in, “now take 20% off on your next order”, their primary goal is to notify, not engage, subscribers.
You probably already know of email newsletters and one-off campaigns. These are what you already create and send to a whole list of people in one go, but an automated email campaign is set up once and then automatically sends to individuals when that person meets a certain trigger or fills in a form on your website or funnel.
For example, let’s say you’d like to send an email to somebody when they sign up for an account on your site or they've filled a form in to get the latest report you've written. This first email would welcome them and introduce them to your brand, allow them to download a file or show them how to get started. You might provide links to popular resources or offer discounts for a first purchase or to place an order.
It would be really time-consuming to manually create and send an email campaign to every person when they sign up; so instead, you set up an automated welcome email that gets sent whenever a new person joins your list.
That’s the beauty of email automation: You set up the email once, and as people meet the triggers you define, the email will send without any additional effort on your part. It essentially “automates” your email marketing for you. And it needn't be just one email either. You can set up emails to go out over a set period of time e.g. a follow-up email the day after, another the following month, or even move them into a new list when they open or interact with your first email. This way you can turn cold prospects into warm and the hot leads. We can even set your emails to resend if they don't read them or do nothing or don't click a link in the email. All you do is sit back and let it happen.
Plus you can have as many email sequences as you like, all targeting different markets, which can then be tagged and all added to a main database of customers.
Why Use Email Automation?
Believe it or not, this is a common question we receive when helping people set up their automated email marketing campaigns. Compared to newer technologies like mobile text alerts, Facebook ads, retargeting and native advertising, email just seems…well, old.
But despite the fact that email has been around for over 40 years (feeling old yet?), it’s still one of the best lead generation channels available:
If you’ve never used email automation, then get excited:
It’s an easy-to-use, fun-filled world of marketing joy. But no need to go it alone. We’ve put together a quick-start guide of best practices to help you achieve email automation awesomeness.
So with that in mind, how can you get started with a system like this that not only sends relevant, engaging emails to your customers but also does it automatically? First, it’s worth knowing what types of automated emails you can send. These emails generally fall into two camps:
1. Event-based trigger emails and
2. Drip-feed email content
They can be used independently or together depending on your end goals. For example, you could start with an event-based trigger email that then enrols the customer in a drip-feed – delivering content to them by email at set intervals you define.
What Are Trigger Emails
Trigger emails are just what they sound like — emails that are triggered based on your subscribers’ behaviour (or lack of it). These are the most common types of automated emails since they remove a lot of the tedious creation and sending of everyday messages. Trigger emails generally include:
• Welcome emails/onboarding/getting started with your product or service
• Abandoned cart emails
• Refer-a-friend (you bought something, now tell others for a coupon or other special offer)
• Milestone emails (birthdays, join dates, specific milestones)
You can also set up automated emails to be triggered based on actions that the customer takes. This is known as behavioural email marketing and can encompass all the points above and many more, including rewards emails, bonus emails (like free trial extensions) and much more.
What Are Drip-Feed Emails
Drip-feed emails — which deliver sequential messages based on a time-frame you specify, can also be a great source of extra revenue and leads if you do them right. Drip-feed emails are most commonly used to deliver things to subscribers that have signed up for a free report — to get them to take the next step in your funnel.
But that only scratches the surface of the potential that drip-feed emails have. Here’s an example from one of our clients which was sent to a somewhat cold lead prospect list, inviting them to book a meeting with the company:
What Is Automated Email Marketing?
Is Email Marketing Dead?
NOT A CHANCE
If you like the sound of sitting back and letting your emails go out automated, then contact us to find out more...
This unusual type of approach – especially the “Are we still on for tomorrow?” creates a heightened interest (or even panic!) – especially if the recipient doesn’t have anything marked on their calendar. And then, they click — so you’d better have something click-worthy waiting for them.
So What Else Can Automated Email Marketing Do For You?
As mentioned in the text above, once you start compiling emails, you can start to tag them. What is tagging you ask? Tags are keywords we add to a person's data in your lists which can be which campaign they come in from, their location, industry or product/service they are interested in.
By doing this, we are able to send out emails only to the relevant people and not everyone on your list which seems to be what most people are doing right now. Segmenting your subscribers based on actions they took or other identifying elements, you’ll greatly increase the odds that they’ll click through and take the action you want them to take.
Oh... I almost forgot...
Personalise your messages
It should go without saying, but blasting a message out to anyone and everyone with no real personalisation is a sure-fire way to end up in your subscriber’s circular file (or get tons of unsubscribe notifications).
Personalising your messages, even with simple things such as their name, location or the product(s) they were looking at or have bought, can go a long way toward establishing rapport and fostering a relationship.
So we don't give all our valuable information away to our competition who might be reading this, why not get in touch with us and we can show you more how this works and set up a demo for you. Or if you are eager to test this now, simply go to our downloads page and get yourself a free information book... after all we do practice what we preach!