Email marketing is very effective but requires time and patience. Email marketing automation helps streamline email campaigns, send relevant content, and save time. It also helps create automated workflows that trigger whenever an event occurs, such as a new purchase, birthday month, etc.
In this blog, we’ll learn about the benefits of email marketing, the types of email automation workflow, and best practices.
Benefits of automating email marketing
Email automation marketing has many benefits, such as improving efficiency, saving time, and enhancing scalability. It also improves accuracy and eliminates the scope for human error.
It also helps send personalized messages and enhances targeting. Overall, it improves user experiences by providing relevant information. It helps provide important customer insights and increases the conversion rate. According to a report, Automated email generates 320% more revenue than nonautomated email.
Types of Email Marketing Automation Workflows
There are many types of email marketing automation such as
- Welcome Workflows: Send welcome email to new subscribers or visitors. Highlight your strengths and introduce your brand to them. Tell users more about your brand.
- Triggered Workflows: Send these whenever an action is achieved, such as a purchase confirmation. In such a case, send the details, shipping address, and mode of payment. You can also send these whenever the password has been changed or any major event has occurred.
- Cart Abandoned Workflow: Send this to users whenever they leave an item in the cart for too long. You can also send automated emails to users who browse items in a specific category or recommendations based on their preferences.
- Retargeting or Reengagement: Motivate users to fulfill the sales funnel cycle. Or send it to those users who are inactive or have not made a purchase and motivate them to make a purchase.
- Subscription-based Workflow: Send automated emails to users who have not opted in for subscription. Send payment or subscription renewal reminders to subscribers. Create a workflow to monitor and manage the cancellation of subscriptions. Send payment confirmation emails, discount or special offer emails.
- Celebration Workflow: Automate birthday wishes, and anniversary wishes along with a special discount.
- Survey Workflow: Send it to buyers after they have purchased to understand their buying experience and review. Send a Net Promoter Score survey to understand customer satisfaction and loyalty. Or you can send it to users to remind them to leave a review.
Best practice
Here are some of the best practices for email marketing automation workflow:
- Goals: Set realistic goals to achieve the success of your email campaign. Decide what you want to achieve and objectives.
- Personalization: One general message will not suit anyone. You need to personalize your message to increase its engagement. Use the user data for creating a personalized message.
- Content: To keep your users engaged, use a variety of content and personalize it. Don’t rely on only written messages, use infographics, newsletters, graphics, etc. Be consistent with your workflow’s font, style, color, etc to maintain consistency.
- Set Triggers: Set triggers such as events for which you want to create a workflow. The events or actions can be signing up for a newsletter, making a purchase, website visit, etc. By setting triggers you can target users at the correct time and provide relevant information.
- Email Service Provider: The Email Service Provider (ESP) provides pre-made templates, or creates new ones for your email. Use an ESP that aligns with your goals and business needs. Use an ESP that provides an easy-to-use workflow builder.
- A/B Testing: Frequently test the performance of your email. Conduct A/B testing for the subject line, email layout, content, etc to achieve the best results.
- Easy Opt-out: Respect your subscriber’s freedom and choice. Provide them with an easy opt-out option. Allow them to unsubscribe from you. It helps in maintaining a list of subscribers who are genuinely interested in your content and brand.
- Mobile Friendly: The use of mobile phones has increased over the years. Hence it is important to optimize your emails for mobile. Make sure your email is responsive and fits all screen sizes. Creating a mobile responsive email can increase the unique mobile clicks by 15%.
- Segment Audience: Divide your users on the basis of location, interests, behavior, etc so that you can create relevant content and achieve a high conversion rate. It also leads to a good open rate and engagement.
Automated email workflow can help businesses enhance their sales and engagement. You can send frequent, relevant, and personalized emails to your users. You can connect with your users just at the right time which might encourage them to move to the next stage of the customer journey.
At Lumia 360 we provide digital marketing solutions that will boost your business. To know more about our services, Contact Us Now!
Read Also: The Rise of Dark Mode: Designing Website for User Experience and SEO
Read Also: Creating a review management strategy for multi-location business
