9 min read

The Benefits of Email Automation

Written by Andriy Boychuk
9 min read

As more and more people turn to online shopping, the benefits of email automation are becoming increasingly relevant.

By using predefined events to trigger personalized messages based on actions that customers take (or don’t take), you can:

  • Maximize client engagement
  • Encourage them to return for additional purchases
  • Remind them to finish incomplete transactions.

Email automation can take a lot of the repetitive work out of your marketing strategy, and free up time for you to concentrate on things like product development and customer service.

What is Email Automation?

In the constantly evolving world of digital marketing, email is still one of the most effective channels for promoting your business, and for encouraging customers to complete their transactions and purchase journeys.

But the process of collecting and analyzing each customer’s data, and responding to them in a personalized way, can be extremely time-consuming and unwieldy.

An efficient, automated email workflow system can mean that you don’t have to spend all your time reaching out to potential customers.

For example, when a customer signs up for your online newsletter, you could automatically send them a welcome email.

However, the word “automated” can be a little bit deceiving. Just because you have a workflow system set up to send emails automatically, the content of the emails themselves must be highly evolved and tailored to meet the specific desires of each customer.

The Economy of Scale

It’s all about scale. If you’ve got thousands of people in your database (lucky you!), it’s going to be nigh on impossible to write out individual emails for everyone that signs up.

Instead, automated email marketing allows you to create email series that are perfectly tailored to your audience’s needs, and send them out at a specific time.

Rather than spending all their time writing and sending out individual emails, your marketing team can focus on creating advertising copy and marketing strategies that will inspire your customers to take the actions you want them to.

The Benefits of Email Automation

Your marketing team are a busy bunch of people. There is content to plan, deadlines to meet, and strategies to execute. Oh, and coffee to drink, and lunches to eat, because, after all, work should be fun, right?

So one of the key benefits of email automation is to free up time for handling those more important tasks. But that’s just the start. Email automation is a literal treasure chest of tools to help:

  • Keep your existing customers engaged
  • Attract new customers
  • Promote new products and services
  • Make your business more profitable.

Here are just a few examples of how your business can take advantage of the benefits of email automation.

Personalization

Customers love to feel special. So by setting up email automation that speaks to them directly, you’ll make them feel special enough to buy your product, return to buy further items, or perhaps simply encourage them to complete a transaction.

A great way to start out a long-term relationship with a customer is to automatically send a welcome email when they sign up for your online newsletter.

It’s a pretty basic idea, really. You’d welcome a friend who comes to your house for dinner. So do the same for a client visiting your online business for the first time.

Marketing team efficiency

Email automation is a great way to streamline your marketing strategy and maximize the efforts of your marketing team.

Email automation will not only make sending out personalized messages to customers much easier.

It will also generate a bunch of metrics that your marketing team can then analyze, and use to work out which campaigns are successful and which campaigns need to be tweaked a bit.

Convert leads into sales

Whenever a customer looks at your online shop or signs up for an email newsletter, you can use the information that you collect from them to convert these leads into actual sales.

Even if a customer is only browsing in your online store, and perhaps putting items into a shopping cart which they then abandon, your email automation workflow can follow this behavior up by sending messages created specifically for that customer, in order to encourage them to complete their purchase journey.

An abandoned cart template for Shopify stores.

Retain existing customers

One of the main benefits of email automation is the ability to encourage your existing customers to continue buying from your online business.

You can schedule messages so that your customers don’t go too long without hearing from you, and tailor the content to fulfil one or more of their needs.

To spam or not to spam

No one likes to be spammed by emails that are obviously generated en masses by a shoddy computer buried deep in the bowels of some faceless corporate headquarters.

And these days, customers are getting increasingly savvy when it comes to sorting out the spam from the good stuff.

An automated email workflow will allow you to craft messages to individual customers so that they feel you are speaking directly to them.

For example, instead of an email that just says “hey we haven’t heard from you for a while, pay us a visit”, your email workflow could send out a message based on a customer’s previous buying patterns such as: “Hi Jennifer. You know that coffee that you really like? Well, we’ve got a new shipment that’s just arrived, and we are offering a 20% discount to our favorite clients, so jump online and check it out. You won’t regret it!”

The personal touch

Email automation software is perfect for making sure that your customers are treated as if they are the only people that matter in the world.

Customers are far more likely to trust an online retailer who knows their name, remembers it, and uses it in real-life conversations.

It doesn’t matter how big or small your customer database is. If you can tailor your emails to speak personally to each of your customers through personalized subject lines, and text that appeals to their needs and desires, they are far more likely to take the action that you want them to.

Scale up your marketing strategy

If you are sending email series out manually, the number of customers that you can reach will be limited. So if your business is really taking off, then the number of emails that you have to send out will also be growing exponentially.

With email automation, you can automatically integrate each customer into your system, so that as soon as they perform any of the actions you have specified, it will trigger one or more emails to be sent to them.

This takes the heavy lifting work away from your marketing team and puts it in the electronic hands of your email workflow system, thus freeing up time for your staff to pursue more efficient work goals.

Reap the Benefits of Email Automation Today.

There’s no time like the present to get on board with email automation. By utilizing this versatile method of creating strategic marketing programs for your e-commerce business, whatever it may be, you are guaranteed a significant return on your investment in these indispensable marketing tools.

So why not make time today to take your marketing team out for coffee (or lunch if you are feeling really generous), and discuss the benefits of email automation with them. They’ll be so glad to have some of their work time freed up that they might even pick up the tab!

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