7 min read

Email Automation: The Ultimate Guide

Written by Andriy Boychuk
7 min read

As an e-commerce marketer or business owner, staying connected with your customer is of utmost importance. 

Email automation is a very powerful tool when it comes to marketing automation.

What is Email Automation?

Email automation allows you to send the right information to the right people, quickly and at the right time, which is extremely useful in driving sales from both potential and existing customers. 

This is done using automated workflows. 

So essentially, email automation is a way of creating emails to reach the right people on a timely basis without doing hard work each time. These automated messages leverage a marketing automation tool.  

Why is Email Automation Important? 

Email automation is an important and very useful method for business communication because it is fast, convenient, and can be easily replicated.

An email also provides benefits such as:

  • Sends electronic data files like text documents, photos, and data sheets
  • Allows you to understand your potential customers better
  • Helps to discover what links they tend to click on, which pages they like to visit, and the content types they are interested in. 

Therefore email workflows are an excellent way of marketing to your target customers.

When Do You Need Email Automation?

If you have thousands of people in your sales pipeline, it would be virtually impossible to write individual emails for everyone who signs up.

That is when the usefulness of automated emails comes in. 

Email automation enables you to create an email series that is well-tailored to your target customers’ needs and sends them out at a specific time.

There are certain situations or circumstances when email automation helps in making a positive impression on your customer. These are listed below:

When there are abandoned carts 

Abandoned carts can be pretty frustrating. This is true especially in cases where the customer is not quite ready to make the purchase yet, an automated email could be a perfect way to keep them engaged. 

Whenever you come across a person abandoning their cart, you can schedule periodic emails to them, prompting them to return and complete their purchase.

An example of an email for automation.

Sending emailing newsletters 

When you send a newsletter to your potential customer, you are offering your content to grow the relationship, and as a result, keep bringing people back to your website. 

Sending promotional emails 

Adding value to the customer should be one of the main areas of focus.

To ensure proper marketing of the business, sending promotional emails to customers would be a key activity.

Promotions should be planned well so that you get maximum value from the sent automated email series.

Sending welcome emails

It’s always a great idea to send a welcome email to someone who signs up for email communication. Since you cannot monitor this all the time, it is best to set up automation. 

Once customers realize your value proposition, and they get a good idea of what they will receive from your emails, they will be open to interaction.

Automatic replies for customer complaints

When a customer sends a complaint, they want you to take it seriously.

The more you make them wait for a reply the more frustrated they will get.

Since you may not be able to reply to complaints right away, setting up automated emails and letting them know that you are working on their issue is a good initiative.

Advantages of Email Marketing Automation

Let’s take a look at some of the main benefits of email automation.

Helps your relationship to grow

Research shows that through personalization, you can have a longer relationship with your customers.

Even though email automation does not allow you to create unique emails for each customer, you can segment your customers and it can still have a personal touch.  

Around 90% of customers find personalized content, offers, and recommendations very appealing. 

Improves employee productivity

Surveys show that using automated emails for marketing increases employee productivity.

This is because it reduces extra time spent on repetitive tasks. Hence your marketing team will spend less time compiling lists or scheduling messages.

This leaves them with more time to spend on building customer relationships by crafting unique and personalized messages for each.

Allows your marketing strategy to be scalable

When you send a series of emails manually, the number of emails that can be sent to customers depends on the number of staff you have and how fast they can complete the job.

However, if there was a surge in your customer base, it would take a longer time for your staff to send emails manually. 

With automation, you don’t need to depend on your staff to manually send emails because there is no limit to how many messages or emails can be sent.

Customers are automatically integrated into your email marketing system when they sign up for your emails.

How to Set Up Email Automation?

When planning email automation, you need to keep in mind different factors like selecting a suitable email marketing software and choosing which metrics work for you. 

Select an automated email software

There are plenty of companies that claim to provide the best services in automated email marketing.

You will notice that many features are similar among different email automation software. Your needs will help you decide which one is the best for you. 

You need not spend hundreds or thousands of dollars a year in choosing the most expensive email marketing automation software.

Start by choosing a provider that allows you to start small and then increase your scale if needed.

Create an email strategy

It may take a while for you to get familiar with the email automation software that you are using.

Start with a simple strategy and choose just one or two triggers with resulting messages, instead of numerous emails to send out. Starting with a welcome email for a new customer is a good idea.

Set your workflow

To maintain and establish credibility with customers, you require quality and consistency in your emails.

This includes the layout and design of an email, as well as the content. Keep in mind that there are experts who are ready to design an email marketing campaign for you.

Build a segmented list 

To maximize the return from your email list, customer and market segmentation is important.

List segmentation within the email software will help you to personalize emails to groups based on your customers:

  • Preferences
  • Activities
  • Behavior
  • Demographics.

Analyze different metrics

Email marketing automation lets you collect various information about customers who receive your emails and it also shows you how they interact with them.

Most email automation software allows you to check:

  • Open rates
  • Bounce rates
  • Click-throughs
  • Forwards or sharing.

Email automation is a great tool to have for e-commerce marketing and helps you to save time and effort.

This allows your business to grow and focus on other important tasks that need your attention.

Comments

Talk email strategy with an expert