What does the email marketing automation platforms do?

Email campaigns are one of the proven methods of communication with potential and loyal customers, and the automated email marketing increases the effectiveness of the activities carried out through this channel. Such an approach to promoting a business has many advantages. However, to benefit from implementing the automation, you first need to understand how it works.

What is email marketing automation?

Creating and sending individual marketing emails is time-consuming. Moreover, such activities are usually much less effective than implementing a well-thought-out, complex email marketing strategy. Email marketing automation is a marketing strategy aimed at increasing the effectiveness of email marketing activities through automated actions. This type of marketing can be carried out using special software.

Automated email marketing comes in handy in many ways. It allows sending the customer the most important information about your company, but also for showing your respect for the consumer. In addition, you also save time that you’d have to spend on manual sending of messages without the right tool. Automated email messages can be personalized to look like they were written specifically for that particular customer.

How to get started with email automation? 

The process of getting started with email automation is quite similar for whichever industry your company belongs to. So, let’s hop in and find out how you can start with your automated email marketing campaign.

1. Find out who you want to attract  

You need to first identify which target audience you want to connect with. You can analyze the customers who have bought from you in the past or subscribed to the mailing list, segregate them based on their interests and behaviors, and then tailor your approach towards them.  

2. Do research about the issues of your existing customers

Keep your existing customers happy. And to do that, you can start digging into the challenges your existing customers are facing. Based on their challenges, you can improve your product/features and create more happy customers.

Working on the existing issues can help you retain more customers and provide an enhanced experience to the new customers.

3. Tagging

To ensure that you’re sending relevant information, you can use tags based on the user’s actions. For example, if a customer is registering for an event, you can them under the tag “webinar registration.”

These tags can help you segment your audience so you can have individual data for each sales or marketing campaign you run.

4. Direct people towards the action you want them to make  

Tell people what to do. Create a map before you start any sales or marketing campaign as to how a customer will reach the CTA.

A welcome email, then some follow-up emails followed by the guide you created in the step above- what’s next then? 

You either move the customers to a sign-up list or if they’re not ready to purchase your product/service, then you can encourage them to subscribe to your newsletters.  

5. Carefully draft your email 

Now your emails can either seal or break the deal and decide the fate of your campaign. A compelling, well-crafted email can get the customers to convert, or at least subscribe. 

With every email you write, make sure you deliver quality content worthy of your customers’ time.