Email marketing has been around since 1978. Even with social media, instant messaging, and text marketing, email marketing still holds its place, and most companies use email communication to connect with their audience.
However, with the digital technology we have at our disposal, it wouldn’t make sense spending hours writing individual emails for every single one of your customers. At the same time, you don’t want to send the same email to everyone. When recipients get irrelevant or generic messages, they’re more unlikely to mark your emails as spam or unsubscribe from your campaign.
Fortunately, you can avoid these problems and improve return on investment (ROI) using automated email marketing.
What Is Automated Email Marketing?
Automated email marketing is a digital marketing tactic in which targeted emails are sent to customers at specified times or in response to their actions with the help of software. The idea is to reach customers automatically with the right message at the right time. With email marketing automation, you can create personalized messages for your audience and send them personalized content.
Imagine how much time and resources you’re going to save with this and engage in more demanding activities at the workplace. Automated email marketing tools like MailChimp and Drip also allow you to segment your email list based on preferences, history, gender, age, and other relevant factors.
Uses of Automatic Email Marketing
There are various uses of automated email marketing today. These include:
- Sending welcome emails to new customers upon signup. You can inform them regarding instructions on using your service or immediately notify them regarding an active promotion.
- Promoting a new blog or page on your website to your subscribers.
- Promoting new products, services, or feature upgrades. Most application-based businesses use email marketing to inform customers about new features or changes in the app.
- Wishing customers on their birthdays to show them that they are important to your business.
- Sending feedback emails or surveys regarding new products or features and after a negative action like app uninstall.
- Re-engaging with inactive customers who have not logged in or purchased from your business in a long time.
There are many possible uses of email marketing across different industries. If you’re still not convinced how useful email marketing automation can be, read on to explain how intuitive and automated email marketing can benefit your business:
1. You Can Improve ROI by Segmenting Your Target Audiences
By dividing your target market into small groups based on demographics, psychographics, and purchase behavior, you can send more personalized and engaging emails. For example, if you’re targeting working professionals, you can create a group based on employment status and send emails during working hours during which employees actively check their emails.
In contrast, most college students are night owls or intermediates, so you can send emails after business hours.
2. Automated Email Marketing is Cost-Effective
Most people believe that social media is the cheapest digital marketing channel since they’re free to use. Marketing on Facebook, Twitter, or Instagram can cost significantly more than email marketing. All it requires is hiring a resource to create and manage email campaigns and an email marketing automation tool.
3. Sync Emails with Customer Purchase Cycle
You can send alerts, reminders, and notifications regarding recurring payments, product or service expiry, account access, or usage history. With automated email marketing, you don’t have to manually create and send emails to customers regarding updates.
4. Engage Mobile Customers
We live in the age of smartphones, and businesses understand the need and urgency for optimizing web content for mobile users to remain competitive in the online market. Over 70% of recipients check their emails using their mobile phones, so email marketing is a smart idea to engage mobile customers in real-time.
5. Boost Revenue with Transactional Emails
Apart from marketing emails, businesses send out transactional emails to customers with a specific call to action such as subscribing to a newsletter, making a purchase, or downloading software or document. These emails usually respond to customers’ actions and are useful in encouraging users to take an additional step before getting what they want.
For example, a payment confirmation email could include a “More products” section at the bottom or a coupon for the shopper to use in their next purchase. This strategy has helped some businesses generate up to six times more revenue from transactional emails than marketing ones.
6. Save Time
With automated email marketing tools, you don’t have to spend too much time and effort creating or recreating emails for new customers. This is incredibly useful for small businesses who are no stranger to multitasking. By automating email, they get more time to invest in the core of their business, like improving their products or services or improving production efficiency.
7. Measurable Efforts
Email marketing platforms are easy to use, and you can track, measure, and get insight into your email campaign. You can check how many people have opened your emails, clicked on hyperlinks, or responded to your call to action (CTA). Moreover, you can check and automatically remove a user who unsubscribes to your campaign, depending on the tool you use.
8. Keep Leads Engaged Using Drip Campaigns
A drip campaign is a series of automated emails businesses send to leads over a defined period, e.g., a month before Black Friday. Drip campaigns are great to keep people interested in your business, especially prospects that aren’t ready to make a purchase immediately. Amazingly, these campaigns have an 80% higher open rate than single email campaigns.
Considering Automated Email Marketing?
If you know that your business could benefit from automated email marketing but aren’t sure how to get started, we recommend you avail the services of Business Marketing Solutions Group and increase your email conversions.