If you have ever dreamt of marketing your products and services while sleeping, email automation could make that dream a reality. But you have to be strategic about it, otherwise, you won’t get the expected result. So, in this article, you will learn some of the strategies to make your email automation more effective.
It’s funny that people think email automation is all about the auto-responder they get when making online purchases. Nah, it’s much more than that.
If you understand the science of email automation, you can easily develop a personal relationship with your customers and leads.
It’s also the perfect platform to tell your brand’s story and possibly increase your customer’s lifetime value.
Email automation can help your business to achieve great milestones. But it starts with understanding the perfect strategy to use.
Before we discuss some of the strategies to make your email automation more effective, let’s quickly review some statistics of email automation.
These statistics will give you an idea of how valuable this could be for your business.
Statistics about Email Automation Performance and Effectiveness
According to Kaviyo’s 2020 Benchmark report, automated email’s opens, clicks, and conversion rates are higher than one-off emails.
For instance, the average open and click rate for one-off emails is about 20% for opens and 2% for clicks.
However, the open flow for email automation is around 40%, with 6% clicks. The reason for this much difference in the statistics is because automation email is more strategic. It’s triggered by a particular behavior that users take on your website.
Now that you understand the type of behavior that triggers email automation. Here are 5 strategies to make your email automation more effective.
5 Strategies to Make Your Email Automation More Effective
Triggers are one of the strategies to make your email automation more effective. They are the first input that activates your automated emails. They are literally the first step in your email automation.
Your email automation trigger is designed to activate the entire automation process whenever there’s a web-based, email-based, manual, or application-based input.
When your customers take action on your website or during the sales funnel, it triggers the automation process.
You can structure your triggers in different ways. It could be in the form of someone filling out a form, a user starting the checkout process, or making a purchase.
The beauty of using triggers in your email automation is that they personalize every message based on your website visitor or user’s action.
And every email sent through automation is specific and tailored towards achieving a particular goal. This strategy makes every email subscriber feel relevant.
One of the best strategies to make your email automation more effective is timeliness. It doesn’t matter whether you program your system to send automated emails immediately or every week; it must be timely.
If your automated emails aren’t timely, your subscribers may not really take you seriously. For instance, your subscribers ought to have received a welcome email immediately when they sign up for your newsletter or email list.
However, if they receive that email after a few days, they will be a bit disappointed about it. Similarly, an email selling a complementary product or service won’t be effective if it comes after your subscriber has already made a purchase.
In a nutshell, when your automated email is timely, your audience tends to have more confidence in your brand. That is because consistency and timeliness make any brand seem reliable.
Every automated email needs to have a human presence behind it. And that is why personalization is one of the strategies to make your email automation more effective.
Personalizing your emails helps to improve your open rates, reply rates, and click-through rates. It connects to your audience and makes them want to take action after reading the email.
When you personalize your email automation, it reduces sales friction and shortens your sales cycle.
If you apply a personalization strategy to your email automation, you can easily nurture your leads. That is because you consistently provide them with content they find valuable and relevant to their situation.
According to statistics, email personalization can reduce your acquisition cost by about 50%. And it can generate about 760% more revenue for your email marketing campaign.
Further statistics revealed that email personalization is responsible for about 50% of email-related revenue online retailers generate.
Email personalization is all about showing your customers that you care about them. This will help you improve customer retention and brand loyalty and influence how people feel about your brand.
If you run a business in a highly competitive niche, personalizing your automated emails is one of the best ways to stay ahead of your competitors.
Segmentation is also among the strategies to make your email marketing automation more effective.
It refers to separating your audience based on their engagement, behavior, interests, location, etc.
With the segmentation strategy, you can send specifically tailored emails to people based on their buying behavior and interests.
For instance, if a particular subscriber indicates interest in a specific product or service, the automated email to that subscriber will be based on that product or service.
#5. A/B Testing
A/B testing is one of the best strategies to make your email marketing automation more effective.
It involves sending two or more different variables of your emails to your audience to determine the one that resonates best with them.
During the A/B testing, you may change your email subject line, email content, call to action, etc., depending on what resonates best with your audience.
These are 5 strategies to make your email marketing campaign more effective. If you have any questions regarding email automation or any other aspect of email marketing, don’t hesitate to ask in the comment below.