How to Automate Your Email Marketing
What Is Automated Email Marketing?
Just as the name implies, automated email marketing can be simply explained as sending out emails to your customers and prospects automatically, based on a schedule, or triggers, you define.
It is sounding simple, right? And for most part of it, it is simply. But just like making use of any other online marketing skill, the number of times that you spend in learning and improving and testing your email marketing campaigns, the more you are gaining more knowledge. And the more you learn, the better for you to know how you can apply those skills to further improve and to grow your campaigns. If the idea of consistent, impactful marketing growth have your heart set aflutter you’re going to be in love with automated email marketing.
Automated email marketing does not refer to the emails that your customers get when they place an order. These transactions are mainly transactional emails that are automatically sent out, like “your product has shipped” and “thank you for your order”. And while these can be used to help market your business further as in, “now take a 20% off on your next order”, their primary goal is to give a notification, not to engage, subscribers.
Why Bother with Email At All?
Either you believe it or not, this is a common question that people ask when helping them to set up their automated email marketing campaigns. Compared to technologies that are newest like Facebook ads, mobile text alerts, retargeting and native advertising, email just seem somehow old.
But despite the fact that email has been for a long while over 40 years (feeling old yet?), it is still one of the best leading channels of this generation available.
Email Marketing Channel
So having the knowledge that email maybe old, but still leading, how can you now get started with a system like this that is not only sending relevant, engaging emails to your customers but it also does it automatically? First, it’s worth you knowing the types of automated emails you can send. These emails generally fall into two different camps:
Drip-feed email content and Event-based trigger emails
They can be used together or independently depending on your end goals. For instance, you could begin with an event-based trigger email and then the customer enrolls in a drip feed delivering content to them by email at a programmed interval that you have defined.
Setting Up Drip-Feed Emails
Drip-feed Emails — which deliver messages sequentially based on a specified timeframe you have programmed, can also be a great source that can give you extra revenue and leads if you can be able to do them right. Drip-feed emails are commonly used most of the times to deliver things to subscribers that have already signed up for a free report, to make them take the next step and stay tuned in your funnel.
But that scratches the surface area only of the potential that drip-feed emails has got to offer.
Setting Up Trigger Emails
Trigger Emails are just the way that they sound like. They are emails that are triggered based on your subscribers’ behavior (or lack of it). These automated emails are the most common types, since they help remove a lot of the tedious creation and sending of everyday messages. Trigger emails generally include:
Welcome emails / onboarding / getting started with your service or product
Abandoned cart emails
Refer a friend (you bought something, and then you tell others for a coupon or other special)
Milestone emails (join dates, specific milestones, birthdays)
You can also have your automated emails set up to be triggered based on the actions that are taken by the customer. This is known to be a behavioral email marketing and can encompass all the points above and even many more, including bonus emails, rewards emails, (like free trial extensions) and much more.