A great customer experience starts with great communication. You want to welcome new subscribers or thank them for their purchases, but creating these emails manually can become time consuming. Email automation is a great solution for businesses of any size, and makes the process significantly easier.
What Is Email Automation?
With automation, you only need to set up email templates once. When a customer performs specific actions, an email response is triggered. For instance, if someone signs up for your mailing list, a welcome email automatically goes to the address provided. If a customer places items in their cart on your site, but does not make a purchase, a different email would be triggered. According to the statistics provided by Oberlo, the average open rate for a welcome email is 82%. Sending three emails regarding an abandoned cart results in 69% more orders than just sending one.
The Benefits of Email Automation
Possibly one of the most significant benefits of using email automation is that it saves time. Other benefits include:
- Delivering the right message to the right audience at the right time
- Responding quickly to the needs of existing and potential customers
- Developing stronger relationships with your customer base
- Nurturing prospects through the sales cycle
Make Email Automation Work for You
Automated emails can be highly effective for small businesses and large businesses alike. To be successful, however, you should approach the strategy with a plan.
Decide What You Want to Automate
Automated emails are messages that are sent based on actions (or triggers) that users take (or don’t take). Common message types include:
- Welcome emails
- Post-purchase emails
- Birthday emails
- Abandoned cart emails
- Re-engagement emails
Find the Right Resources
Your next step is to find the right resources to create automated emails, which usually requires a third-party company to manage. There is a variety of platforms to choose from, and each one generally offers various tiers at different price points. Factors such as business size and unique needs will help you determine the best option for you.
Create Your Workflow
Once you’ve selected a provider, it’s time to automate your emails. For most platforms, you can select events or set up funnels that trigger emails based on specific actions. Then simply draft your emails for each trigger and load the content into the system.
Tracking Your Results
Most email marketing tools provide the data you need to track results, such as open rates and link clicks, to help you figure out what’s working and what’s not. By seeing these results, you can fine-tune your strategy for optimal success.
With email automation, you can effectively engage with customers and potential leads on your email list, and still have the time to devote to other essential aspects of your unique business.