Email Marketing

What is Email Marketing Automation and Why is It Important for Your Business

Eman e-Zahra
June 10, 2021

As the name suggests, email marketing automation lets you send personalized emails promptly without any manual work. However, as a marketer, you need to set certain triggers to get started with the email automation process. Once activated, the email is then sent to the prospect automatically.

These triggers could be anything from a new visitor to someone who made a purchase. Therefore, you’ve different email templates to complement these triggers. This is why more than 80% of companies use email marketing software to run their email marketing.  

The few common marketing email types you can automate are:

  1. Welcome Emails: they’re the first interaction with your prospects as almost 25% of your audience is sales-ready and expecting a personalized interaction with the brand.
  2. New Announcements: it’s related to new sales, free trials, any other single service/product, or any company-related news.
  3. Product Updates: regular updates on new editions and upgrades.
  4. Lead Nurturing flows: convincing prospects into making a purchase. This is used to bring prospects further down the sales funnel.
  5. Sponsorships: These are back-to-back emails for collaborations. Automated emails are sent to ask for collaborations without manually doing so.

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7 Key benefits of email marketing automation

1. Segments your audience

Segmenting an audience allows you to send more relevant content to your audience and improve engagement rates. Segmented email campaigns lead to more than 58% of all email returns on investment.

2. Automates the entire process

One of the most significant benefits of email marketing automation is that it works on its own. Once you have set it up, you can choose certain criteria to trigger the workflows that run automatically. You don’t have to manually work to send out the emails. All you have to do is make a list of recipients and email marketing automation will take care of the emails, even the follow-ups.

3. Increases brand awareness

Email automation makes businesses look more responsive and organized. When your audience receives relevant emails at the right time, they have a greater understanding of your business. So when a salesperson from your team contacts them, they will know all about your business and will be more interested in it.

4. Reduces the possibility for errors

If you have one person writing and sending emails to new leads, there is a chance that they can make a mistake like getting someone’s name wrong. This can lead to your new leads having less trust in your business as it shows a lack of attention to detail. With email marketing automation, you can automate fields like names, addresses, websites, and companies, thus reducing unwanted personal errors.

5. Saves time

When using automation, you can save a lot of time as you let the software handle tasks that would be too time-consuming for you. Automation will work on email creation, follow-ups, and auto-replies without you investing time in each task. You can do other tasks while email marketing automation is working independently.

6. Reduces cost

Instead of paying a large team for making cold calls every day and ensuring that emails are sent out regularly, you can depend on marketing automation tools. The tools are a one-time investment and work on their own. No manual labor is required for moving prospects in the customer journey hence saving the cost. When people are ready to be contacted, your team can approach them.

7. Leads to deeper customer insight

Email automation helps you understand your customers better. You learn about the links they click on, which pages they visit more and what type of content they are interested in.

Top 5 tools for email automation/choosing the right platform for email automation

When choosing a platform for email automation, there are a few factors, other than its automated features, you should consider. Firstly, you should check whether the platform’s user interface is easy to use or not. The platform should have good customer support and learning resources as well.

1. Marketo

Marketo is an American software company owned by Adobe that develops and sells marketing automation software. It is built to help businesses run and calculate marketing engagement and workflows automatically.

Marketo provides three pricing tiers, at $895, $1,795, and $3,175 per month, and each tier unlocks new features. Some prominent features of Marketo are email marketing, lead nurturing, website personalization, and web activity tracking. Marketo is time-saving and a more effective spend.  

2. Mailmunch

Mailmunch is a lead generation and email marketing tool. It helps you capture leads and send email campaigns using one system. The price can vary according to your requirements. It is $13.30 per month for up to five websites along with advanced features. However, if you want to run it for unlimited websites, the price is $34.30 per month with free installation and priority support.

Mailmunch gives you the tools to turn visitors into customers and grow your email list. Users can generate and design sign-up forms without coding knowledge. With the help of Mailmunch, you can get to know your audience with segmentation. You can increase conversations with your customers using personalized emails and automate your funnel. Lastly, Mailmunch helps you connect with all your desired platforms to make your workflow quicker and easier.

3. Hubspot

Popular for its blogging and social media features, Hubspot is also a great email marketing tool. It lets you segment the audience for marketing, like sending emails, grouping leads for sales, and much more.

Moreover, it integrates with third-party apps for auto-analysis and research on consumer behavior. Hubspot is an all-in-one platform and offers everything a marketer needs to stay focused on his task.

 It also offers great support and is very easy to use. Hubspot prices can be divided into three categories. Basic is for $200 with 100 contacts, pro is for $800 with 1000 contacts and enterprise is for $2,400 with 10,000 contacts.

4. Contactually

Contactually is a customer relationship management platform that helps users develop a strong relationship with their audience. It is very easy to use and your client data will remain safe.

After a 14 day free trial, the price for a professional is $69 per month and for the accelerator, it is $119 per month. It has many benefits like you can have unlimited contacts and connections to email accounts. It reminds you of your pending activities and campaigns as a virtual assistant.

5. OptinMonster

OptinMonster lets you collect and automatically segment email addresses using information about them like geographical location, cookies, whether they are active or not, and more. It lets you build lead generation forms that have proven to grow email lists.

It offers flawless integration with any email service provider that you desire. OptinMonster has prepaid discounts and pricing starts at $9 per month when billed annually so it is great for small businesses.

Best practices in email marketing automation

  • Create custom templates

It is crucial to make a plan before you start emailing everyone. You should understand who you are emailing and should always have a template prepared to send out campaigns. These templates are a base for many future campaigns and can be reused on your site.

Email templates with common content, layout, and hierarchy can manage emails efficiently.

  • Nurture leads

Users should use lead scoring to qualify, make data-driven decisions, and hit multiple channels. There should be immaculate alignment between marketing and sales as well. Lead data should be used to customize your messages and users should monitor the customer journey.

  • Personalized milestone emails

A way to show your leads and customers that you care about them is by reaching them on special events such as their birthdays. Moreover, you can share your milestones, especially when you’ve opened up a new store, launched new products, or achieved accolades. It helps them in making a part of your success journey.

  • Maximize targeted leads with lead magnets

Lead magnets play a very important role in the high-converting lead generation funnel. You should create email automation for all of your lead magnets, where you share more resources on all the topics you are covering.

The first email must contain the download link to the lead magnet, and you should introduce your brand. In the following emails, you should give more material around the topic of your lead magnet. You should also write some teaser sentences and put a call-to-action with a link to the content in the email.

  • Upsell and cross-sell via Emails

Up-selling is a technique used to convince a customer to buy a more expensive product while cross-selling is used to convince a customer to buy an additional product. You should look at your contacts and check what product or service they have purchased.

Then according to that, you should trigger different automation recommendations on other products and services that complement the ones your customers have already purchased.

  • Improve customer experience

You should send your customers a satisfaction email where you ask them if they liked your quality of service. This will show your customers that you care about them and value their opinions.

Conclusion

Every business needs email marketing campaigns to boost sales and increase customer engagement. To really take advantage of email marketing, investment in automation tools is necessary. When purchasing a platform for your business, ensure that the selected tool helps you grow your customer base and loyal clients, and offers core automation features.

Secondly, it should boast a user-friendly interface and excellent customer support to help you with the tool operations. Primarily, it should assist you in making sales and increase web traffic by building a strong persona for your brand.

It is because the right email marketing tool will help you create effective marketing campaigns that make $44 on every dollar spent, amounting to a 4400% ROI.