Email is a technology that has revolutionized the way people communicate both personally and professionally  Exceptional email marketers now utilize a variety of different email marketing platformsto personalize messages for their audiences, such as Mailchimp and Constant Contact.

Why Email Automation is the Future of Email Marketing

For those not yet using email marketing, you could be missing out on huge potential to grow your business.  According to Statista, the number of email users is projected to increase to 244.5 million by the end of 2017.  And that number isn’t expected to slow anytime soon.  By 2010 that number is forecasted to grow to 254.7 million.

Email Automation Strategies

While email is certainly a time and money saver, especially when compared with traditional “snail mail,” there are some important must-know automation tricks that can save you even more time and, as a result, more money.

Create Workflows by Topic

When planning out workflows within your email marketing software of choice, you can find yourself listing what seems like endless numbers of automations.  Of the many different types of email workflows you should be using, topic workflows are on the top of my list.  

Topic workflows are a simple but highly effective way to engage the recipients of your emails. Organize your email content into different groups, such as “Product Reviews” or “Equipment.” For each topic you designate, create an email workflow to accompany it. By utilizing this feature, you can send out email content to recipients based on “triggering events,” such as a reader who views a blog post on one of your “equipment” options, then signs up for your free e-book on the same subject at the bottom of the post.

This recipient can be targeted by specific content within your organized topic workflows. This is more effective and preferable than sending emails on topics that have no interest for the reader. By utilizing email marketing automation tools, you can create marketing automation workflows that identify subscriber interests, then automatically sends them more personalized content.

Your Blog Could Be a Powerful Asset

Blogs are an easy-to-use, yet powerful marketing tool. While blogs are a standalone technology, they can take full advantage of email technology in a powerful way. Blogs can allow readers to sign up for email notifications, such as any time you post a new blog or on a particular topic of interest to the reader.

Within the context of your blogging platform, you can use your email automation software to identify which blog topics generate the most interest from your subscribers. Armed with this knowledge, you can send these subscribers more content on that subject. You could also send new blog subscribers a welcome email which gives them the opportunity to inform you of their preferred topics of interest, which can then trigger an email funnel focusing on them.

Pay Attention to Your Audience

When engaging in e-commerce, your email is the main line of communication between you and your clients. When a client purchases a product or service, you should have an automated email that, at the very least, conveys your gratitude for their purchase. The message should use an effective call to actionand offer them a way to re-engage with your website.  It is a good idea to include customer support and contact information as part of this process. You want your customers to feel like they are getting the best customer service and treatment, and that their purchase from your business was a good decision.

An automated email to your customers can also include access to an “exclusive members club” with special offers or offer a place for your customers to write a review of their purchase and/or experience.

As you take advantage of the many automation tricks available through your email platform, you will find that your business benefits from it with minimal time and energy put in on your end. Utilizing automation tricks, like the ones above, will save you time, money, and help drive engagement for your business.

Article provided by Fremont CollegeSchool of Digital Marketing

About the Author

Chris Foerster is a digital marketer with nearly a decade of experience helping businesses improve their online visibility.  In his spare time, he enjoys playing guitar or gawking over classic cars.

Click Here to Book a Marketing Strategy Session