Everything is shifting to a digital platform, and being able to grow in this global market, you need to include digital marketing in your bucket. It doesn’t only save time but yields productive results with less investment. Email marketing is an important tool in digital marketing. Through Email Marketing Automation, you can directly and most effectively connect with your potential customers, nurture your connection, and can turn them into customers; what’s more, you can even turn your one-time buyers into loyal customers.
This article will guide you through the do’s and don’ts of automated email marketing, how it is used, and what its benefits are.
Table of Contents
What is Email Marketing Automation?
Just as the name suggests, Email Marketing Automation is a highly effective marketing strategy that sends out automatic as well as personalized emails on your behalf to your subscribers, according to the set schedule and customizations that you will make.
You can choose what emails to send, birthday emails, or the welcome mail that one would receive on signing up, or the mail when they purchase something from your domain. But this is different from the automatic system-generated emails, and it will contain personalized messages such as “Thank you for shopping with us” or “We are looking forward to serving you again.”
Email Marketing Automation is a great way to enhance your business, especially small businesses. Small businesses should try this method to yield maximum benefits. The Return on Investment is really high, without putting in the strenuous effort. But yeah, everything gets better with time; the more time you spend using it, the better you will be able to operate it, and the better the results.
How Does It Work?
While browsing the Internet, we sometimes come across certain random pages that catch our attention, and we just stop by and visit the link.
When we visit any website, we usually need to sign up in order to proceed. While doing so, we enter our email addresses.
Those emails then automatically are added to the email-marketing database by the system.
Then they are placed into various categories based on their area of interest.
Then you can create an email campaign and set the rules while scheduling the email.
The person will then start receiving emails from your end according to the set schedule and category they fall into.
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What Are The Benefits Of Automated Email Marketing?
Let’s look at some of the benefits of Email Marketing Automation
Helps To Form A Bond
Business is all about forming a great bond and nurturing relationships. Having an automated email will make sure that your client or your customer feels a sense of connection when they receive messages on their special days, such as birthdays and anniversaries.
Long Term Investment
Some customers may not like to be contacted immediately, and if they get regular updates via email, they may slowly start to like whatever you offer and may even decide to buy from you or try your products. Spontaneity doesn’t always help, sometimes being slow also helps.
Not Much Workload
Since Email Marketing Automation is automatic, there isn’t enough work for you; you just need to sort every person according to categories, and after that, whenever you need to send a new campaign, just simply broadcast it to the category, and you’re done. You don’t have to send everyone a separate message.
Helps In Analyzing The Sales
Certain Customer Relationship Management tools even have internal email notifications. These tools notify when someone takes action to your email, such as opening the mail and clicking on the link.
This will help the sales team to analyze the response and help them to understand the interest area of the customer.
Brand Awareness
We absorb what we see, even if they won’t open the mail; when they view your mail, they will look at the brand name and in a way that will get stored in their mind. Next time when they have to buy something similar or related to what you offer, your brand name will strike their mind. This is a slow process but nevertheless effective.
Less Error
Since the process is fully automatic, the chances of errors are less. If there was a person sending each email manually, the chances are that he might have mistakenly sent someone’s mail to someone else. Human errors are reduced in this process.
Time Saviour
Automated Emails save a lot of your company’s time which can then be channelized in doing some other productive words.
Cost Saviour
When you don’t have to invest in manpower typing out and to send individual emails to everyone, you are actually saving a lot of your money. Though you might need to pay your email service provider, that cost will be way less than what you would have to pay someone else working in the company for you.
You Can Easily Reach Out To More People
This is a digital generation, and on this platform, you will be able to reach out to more public than on any other platform. Almost every one of us has an email address. E-mails have become a necessary part of our life which we cannot avoid, and so the mails. So, in a way, not directly but indirectly, your company even becomes a part of their life.
Also, You must read THIS guide on how to reduce the bounce rate of emails in marketing.
How To Set Up Automated Email Marketing?
You need to choose which email service provider to choose based on what you require. There are various email providers available who will ease out your task of sending such automated emails. In spite of that you need to be thorough with your requirements and carefully thread along.
Plan It Accordingly
Generally, there are three types of email service providers: freemium, mid-tier, and enterprise. Freemium is available free of cost and does most of your basic works. But it should also be kept in mind that you won’t get robot customer support in this free package. But as an amateur, this should help you to learn the basics.
Once you know how to go about it, you can go for other plans as well. There are numerous such email service providers available on the Internet. For example, eSputnik, as soon as we sign up, triggers a welcome mail. This email is an introductory mail, which has a verification link to get started. And once we complete the sign-up process, we can start building our brand.
This type of tool does not help you to easily create and manage email campaigns. It also saves a lot of your funds and time. They provide two packages, one for small enterprises and the other for the enterprise. Along with email campaigns, there are various ways to reach out to your clients, such as through SMS notifications, Viber campaigns, web push notifications, and mobile push notifications.
Also, you could use SMS to increase your email open rate. People find text messages much more personal, and are much more likely to read them, thus you should use an email to SMS gateway to increase the chance of your emails being read.
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Conclusion
Everything is shifting to a digital platform. Being able to grow in this global market, you need to include digital marketing in your bucket. It doesn’t only save time but yields productive results with less investment. Email marketing is an important tool in digital marketing. Through Email Marketing Automation, you can directly and most effectively connect with your potential customers, nurture your connection, and can turn them into customers; what’s more, you can even turn your one-time buyers into loyal customers.
