One of the biggest boons that marketers have derived from technology is automation.
Companies have changed the way they used to compete with one another and put up their best in front of the customer- all through adapting automation for their businesses.
These influential and profit securing trends have upgraded the tools and tactics of email marketing. The old school email marketing trends are evolving with encouragement in everyday technology.
Since most of the successful businesses rely on emails for their marketing solutions, automation is something that can make their email marketing experience even more reliable and enhance their customer satisfaction levels.
Tom Preston Werner said about the importance of automation, “You’re either the one that creates automation or you’re getting automated.”
So, in this world where businesses can’t afford to miss a single opportunity to stand out in the market and leave their competitors behind, automation in their marketing strategy or specifically email is something that they will not want to miss out on.
Thanks to the advent of email marketing, businesses now have immense ways to reach the audience with their powerful content that has the power to drive conversions and lead growth for them. Email and automation both come together to deliver the kind of results that affect your bottom line.
Now that automatic email campaigns have taken up the marketing world by the storm, Scott Hanselman says, “The most powerful tool we have as developers is automation.”
So, automated email marketing is basically sending out emails or specifically your marketing campaigns to your leads and prospects based on triggers and as per scheduling.
Not only does automation help you by getting conversions, but also by testing your campaigns to find out what suits your company’s requirement in the best way. And most of all the more you learn, the better you are able to apply the available tools and tactics for the sustainable growth of your business.
Ken Ruehrdanz has correctly said,
“Companies are realizing that their supply chain can be a competitive advantage. Automation is one strategy that can help a company improve its service quality and provide faster order fulfilment times.”
The purpose of automated emails is the same as conventional emails- they engage the customers. But evolving with each step, we have to thank email for its customer engaging and influencing nature and move the game up with automation.
In this article, you’ll find how automation can be a game changer for your business.
Trigger based emails
Automation is taking up the world of email marketing by studying the responses of the users. Trigger based emails are a feature of automation where emails are sent based on the subscriber’s behaviour or the lack of it.
They are one of the best time saving tools that any marketer would love to have. The customer’s behaviour can be such as signing up or getting started with your product or service etc.
As a result trigger based emails can be welcome emails, abandoned cart emails or emails that request for a referral. These triggers based emails not only keep the customer engaged with your brand, but also ease out your task of sending appreciation or milestone emails to your customers.
Birthdays, join dates or other milestones in the relationship between the customer and the business are best taken care by automation. This is also better known as behavioural marketing and automation can take up and upgrade whatever your email marketing traditionally did.
Personalizing your emails
Automation can be a great strategic tool in personalizing your emails and any campaign must be designed with perpetual planning and strategy.
As Bill Gates said,
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the intensity, the second is that automation applied to an inefficient operation will magnify the inefficiency.”
So, while automation saves a considerable amount of time of marketers, this time can be utilized best to enhance the customer satisfaction level by adding carefully planned elements such as personalization.
If you are in a habit of addressing the masses, your emails might not have any impact on the customer at all. Even the slightest touch of personalization such as location, name or their preferences distinguish you apart and help in fostering your relationship with the customer.
Kristin Hambelton, VP of Marketing Neolane Inc. wonderfully illustrates the point,
“By increasing efficiencies through better qualifying leads and increasing effectiveness by ensuring sales efforts are more personalised and relevant, marketing automation enables sales teams to do what they do best – SELL.”
Analyze your performance
Automation has one of the biggest advantages when it comes to the analysis of email campaigns.
David Raab, Raab Guide writes,
“Marketing Automation replaces separate systems for email, web visitor tracking, lead scoring, nurture campaigns, campaign management and reporting with one solution that streamlines marketing processes and shares data with sales.”
Automation doesn't just let you A/B split test your campaigns, but also identify where your Key Performance Indicators (KPIs) are going. This way you can realize which areas of your campaign you need to work on the most that can help you do better next time.
Gentle and powerful reminders
As a sales rep many times you need to keep your eyes open to important meeting dates, or important sessions to notify your customers.
According to a market research, webinars average a mere 25 percent attendance rate. With automation, you can send gentle reminders to your customers in order to push this rate above 25 percent.
This can also help you maximize your lead generation efforts. Fixing up schedules such as meetings can also be best tackled by automation. It identifies yours as well as your client’s schedule and arranges for a meeting as per requirement when it’s a good time for both of you. Apart from that it can also accommodate any changes and remind both of you regarding the meeting.
Automation takes the efforts of email marketing a level up and helps businesses nurture their audience. It creates a well-synched lead nurtures sequences and reduces your time to create repetitive campaigns.
Since the email is the very basis of marketing campaigns, we have a lot to thank it for. So, thanks email for your propitious support in the marketing world, now automation can take it from here.