What is email automation?

In today’s economy, it all comes down to speed, precision, and the ability to deliver valuable and meaningful information to your customers. And automation allows you to tick all of these boxes effortlessly. Here’s how:

Personalize your customers’ experiences.

No one wants to be treated like just another name in the crowd. This is why providing your customers with an experience crafted to their unique individual needs and expectations plays an important role in winning them over.

Email automation allows you to personalize the message and content of each email and even create a series of automated messages to grow your relationships with your customers, and at the same time, your business.

Optimize your resources

Implementing automation means less time spent on preparing, sending, and optimizing your campaigns manually and fewer efforts required from your marketing and compliance teams. As a result, you will optimize your cost structure and gain valuable time your team can use to focus on other important tasks, such as developing in-depth relationships with your customers.

Improve customer retention rate

Selling to an existing customer is much easier and more cost-effective than converting a prospect, and automation can help you stay in touch better with those already familiar with your business. Schedule regular messages to make sure your customers don’t forget about your brand and maximize the impact of your campaigns with relevant, personalized content.

A vague email, such as “Hey, we haven't heard from you in a while. Here’s what’s new!” is likely to end up in the trash. But something like: "Dear Hannah, we haven't heard from you in a while, and we wanted to make sure that you are not missing our special sale. The brand you purchased last time has 20% off its entire spring collection. Check it out and enjoy the deals!”

Scale your strategy

Sending emails out manually means the number of customers you can reach is limited by the size of your staff. The more your customer base grows, the more people you need to handle your email marketing manually.

But with email automation, you can scale as much and as quickly as you want, with the same number of team members. If you’ve set up a welcome series and your platform automatically sends an email every time someone signs up using a form on your website, you don't need to have a staff member available 24/7 to do it. Users’ behavior will tell your system what messages to send them next without any additional demands on your limited resources.

Here is what you should keep in mind when putting your automated email strategy into practice:

Track responses and collect as much information as possible

With each automated email you send, you get the opportunity to collect key information from and about each customer - which campaigns are they opening and interacting with? When are they most likely to read and interact with your emails? What elements engage them? All these details can help you further refine your strategy in order to boost your results.

Offer discounts strategically

Sending out coupons or promo codes can help you entice reluctant spenders and boost your conversions. But make sure to not overuse this strategy. No shop can realistically afford to have all their items at a discount at all times. Customers may lose trust in your store. So choose wisely, and use promotions to either reward your loyal customers or re-engage almost lost customers at the right time.

Create drip campaigns

Users need to see or interact with your company and products several times before converting and becoming customers. Drip campaigns automatically and gradually send out messages with valuable content to the prospects who have demonstrated interest, thus maximizing their impact in the long term.