Every business needs to develop both customer acquisition and retention in order to last and thrive. This process involves attracting and retaining new customers and engaging with your customer base, effective email marketing campaigns have been proven to help you do just that.
Many studies have shown that over 90% of consumers like receiving promotional emails and that nearly 80% of small and medium-sized retailers rate email as their leading channel for both customer acquisition and retention.
You must maximize your email campaigns and don’t overlook what could be your most profitable channel. The best way to improve your email marketing is by leveraging email automation.
In this post, we’re going to review three types of automated emails you could use immediately to boost your sales.
But before we get to those, let’s first explain what email automation is and how it works.
What is Email Marketing Automation?
Email Marketing Automation is a strategy that makes email marketing more efficient, personal, and relevant. It helps you nurture new leads and stay in contact with your audience by sending timely, relevant, and customized emails on a schedule or when the potential customer takes a specific action.
With email marketing automation, you can:
- Deliver the same incredible experience to your first email subscriber and your 10,000th
- Gain valuable insight into the wants and needs of your target audience.
- Save time since you only have to do the work to plan out your email once, and the automation keeps it going.
Why Do You Need Email Marketing Automation?
Email marketing automation can help you increase your website traffic and can make a huge impact on your conversion rates. With email automation it’s easy to track Key Performance Indicators (KPIs) and run A/B tests at every stage of every one of your email marketing campaigns.
It also simplifies time management by enabling you to schedule your campaign days, even weeks ahead,
Finally, it clears more resources to be spent on creative and strategic activities rather spending time on the technical mundanities of your email campaigns
How Does Email Automation Work?
In short, marketing automation campaigns send specific content to potential customers based on behaviour and information.
Here’s an example of how email automation works:
- A new subscriber is added to your newsletter and receives an automated welcome email
- A customer makes a purchase on your website and receives an automated special offer email
- A potential customer doesn’t complete their order details and receives an automated email to complete their payment details
Automation guarantees that your emails are launched when they’re more likely to reach your potential customer and have the greatest impact.
Email Marketing Automation has an extraordinary effect on sales, some studies have pointed to an over 75% increase in conversions for ecommerce brands.
With such remarkable returns being possible, you’ll want to understand how you can use email automation to your advantage, and that’s why below we have put some email automation examples that maximize profits.
Email is a powerful way to help your brand build a one on one relationship with your customers. They’re launched when potential customers first subscribe to your email list or make their first purchase.
It’s important to note, Welcome Emails are different from Transactional Emails.
When online shoppers make a purchase they expect an emails with their order details. These are called Transactional Emails and are essential to any online brands making direct sales online. If you’re not sending transactional emails, buyers might feel something went wrong. They could cancel the payment or be less inclined to buy in the future.
Moreover, Welcome Emails can boost future sales from email campaigns, email open rates, and improving your brands level of trust with your customers. A an effective Welcome Email will strike a conversation by encourage readers to respond to the email.
Tips for effective Welcome Emails:
- Ensure they’re sent immediately after sign up or after their purchase, buyers are most likely to open your email if they’re certain it’s relevant to their purchase.
- Don’t focus on selling the purpose is to develop open communication with your customers.
- Create Cross-channel Engagement to encourage your customers to keep on touch on your social media channels.
- Get subscribers to reply to your email by asking them questions, when someone replies to your email you get added to their contacts. This will improve future deliverability.
Selling more to existing customers is a truly productive way of increasing revenue.
Research shows that an existing customer is on average 60% more likely to buy from you as opposed to a brand new client.
Automated Upsell Emails can produce excellent results. You can promote a variety of similar products to those a client has bought or based on the customer purchase history and behaviours.
You could also give out offers, such as free shipping for buyers whose next order exceeds a certain amount.
Tips for effective Upsell Emails:
- Present a selection of related products and suggest the opportunity of buying as a bundle or set.
- Offer more of the same at a discount. If you’re selling a commodity or consumable you can take the Costco approach and sell more of it with savings.
- Don’t add too many products in one email or you may confuse the customer making it harder for them to make a choice.
Abandoned Cart Emails
Anyone that’s seen data from a shopping cart abandonment knows that a significant amount of online shoppers leave their shopping cart before buying. They change their mind, get turned off by shipping costs, or simply get distracted.
Abandoned Cart Emails can help you recover some of that lost business, they engage with potential customers who abandoned their carts and attract them back to you.
Tips for Abandoned Cart Emails:
- Present a one-click link to continue their checkout process.
- Providing special offers or discount.
- Warn them that stocks are running low or offer is expiring.
- Share positive reviews of products.
- Ask for feedback to learn why the shopper abandoned their cart.
Email Marketing Automation Best Practices
Make your communication more relevant by sending emails that are more valuable to your readers with email marketing automation.
These emails are tailored to customers that are at a specific stage of the marketing funnel and need to take a specific action in order to get to the next stage of the funnel.
In other words, each email that you launch is tailored to meet exactly the needs that the customers’ actions suggest they might have.
Pay attention to your “from” name and email
The first thing potential customers see in their inboxes is the “from” field of the email, use something that’s familiar to your subscribers. If you’re the owner of a brand that has a powerful personal element, use your actual name.
Be approachable, avoid the standard email address. You want people to reply to your emails. whether to ask a question, give feedback, or something else, they should be able engage with your brand via email. Never use [email protected], [email protected] or [email protected], these are all too common, impersonal and don’t encourage people to reply to your emails.
Choose a powerful subject line
Subject lines are essential because that’s what impacts the reader first, and ultimately determines whether your emails are opened or not.
The goal of the subject line is to get the reader to open the email. Curiosity, questions, and personalization are some of the best ways to increase your open rates.
- Don’t overuse dollar amounts: They might activate spam filters and your subscribers won’t see them.
- Personalize emails with name tags: Use “name tags” in the subject line or first word of the email.
- Variety is key: Don’t use the same subject lines or even similar subject lines every time.
- Keep your subject line short: The best subject lines are typically 1 to 3 words.
- Don’t overdo promotions: Market the benefits, but be straightforward about it.
- Don’t trick your audience: Don’t add “Re:” at the start of your subject line to pretend you are responding to a previous email. We’ve tried it and it received a lot of negative feedback.
- Include some sense of urgency: If your offer is about to expire you can use subject lines such as “Last Chance” or “4-hour warning”.
- Use emojis: Recent studies have shown that using emojis in email subject lines increases open rates.
- Test your subject lines: You can test multiple subject lines per email and experiment with two to three subject lines for every email. After a while, you’ll know what elements are effective and what others don’t.
Keep emails focused on one CTA
Once a potential customer opens your email, you are halfway there. Now, all you need to do is get them to click-through, make sure to provide potential customers with one main offer or CTA. Typically you want to hyperlink your CTA link 2 to 3 times per email.
Now that we’ve looked at a few automated email campaigns, as well as some email automation best practices, you should have enough information to start optimizing your email automation sequences.
We’ve gone through:
- What’s email marketing automation? and Why do you need it?
- How email automation works and showed a few examples
- Some of the best practices to implement on your email automation campaign.
Once you have launched your campaigns, gather the data, and examine it to see how you can further refine your campaigns for ongoing results.
Keep in mind that the sooner you start, the better. Every day without these campaigns is a day you could be producing more sales effortlessly.
For more information, check out the following guides: