Do you want to know how automated and personalized email marketing works? or do you want to know how successful automated and personalized email marketing is? I’ll provide you with the right info here and now. So, let’s ride on.
Once upon a time, using one-size-fits-all emails was great for email marketing. Over the years, this form of digital marketing has transformed and personalization is showing better results.
How do you feel when you receive an email that carries your name and presents solutions tailored to your needs? Exactly, that’s how your recipients feel, that you truly care about them and want to solve their problems personally.
When you add automation to personalization, your marketing campaigns will yield mind-blowing results. Studies show that you will enjoy higher open rates, conversion responses, and unique click rates. This post will explain automated email marketing, how automated emails work, and how to automate your email marketing campaigns.
What is Automated Email Marketing?
Automated email marketing is a type of marketing that sends emails based on certain actions taken by a subscriber. These actions are known as triggers and some of them include email list signups, clicking certain links, and making purchases.
An example is when a person subscribes to your email list. Subscribing to your list is a trigger that results in the subscriber receiving a welcome email.
In some cases, the trigger may result in a sequence of emails. In line with the example above, the subscriber will receive a welcome email, a confirmation email, and a promotional email.
Automated email marketing is very helpful as it saves time. You don’t have to monitor your website 24/7. Simply compose your emails, set the triggers, and leave the email service provider to handle the rest. Here are some of the benefits of automated email marketing to your business:
- Keeps your leads engaged.
- Converts leads to sales.
- Boosts sales.
- Makes customers feel more comfortable with your brand.
- Increases overall revenue.
- Establishes and builds brand-customer relationships.
How do Automated Emails Work
Are you wondering how automated emails work? The process isn’t as complicated as it seems. As explained above, it is based on triggers and actions. When your subscriber takes a certain action, it triggers a specific type of email.
Before we go ahead, we should tell you that the length of your automated email series is a function of the marketing actions you need to automate. This allows for more creativity on the part of the marketer.
To get the best results with automated emails, you need to create an email flow on an email marketing platform. Email flows are a series of automated messages that you send to subscribers based on specific behaviors and individual data. It helps you to send timely emails to your subscribers based on insights and triggers.
There is no hard-and-fast rule to how automated emails work. However, we have put together examples for B2B and B2C brands below:
B2B brands
If you fall under this category, you can set triggers for each of these actions:
- A visitor viewing a page on your business website.
- A person following your brand’s social media page.
- A prospect showing repeated interest in a product or service without making direct contact.
B2C brands
Businesses in this category can set emails for the following triggers:
- Potential buyers viewing certain products without adding them to their carts.
- Customers adding products to their carts without purchasing them for a while.
- When a new or existing buyer makes a purchase.
In a nutshell, here’s how automated emails work:
Step 1: Launch your email service platform (ESP).
Next: Choose the event.
Step 3: Create your automation flow.
Step 4: Monitor conversions.
From these steps, you will notice that the process is straightforward. You don’t have to be a professional to figure this out.
How to Automate Email Marketing
Automating email marketing is not rocket science. Email service platforms have made the process very easy. All you need to do, as explained above, is to create your campaign and set the necessary triggers to activate sending the emails.
Automating email marketing is dependent on what you want to achieve with the campaign. Let’s use automating a welcome email as our example.
The trigger for this campaign is having a person subscribe to your email list. This is how you will automate the email marketing for this action:
Step 1: Install your email marketing tool. Choose a tool that is easy to use and has an intuitive interface.
Step 2: Build your email list and split it into segments. For best results, we suggest that you build your list organically using lead magnets. After this, you can split your list into segments using information about each subscriber’s behaviors, needs, and preferences.
Step 3: Set up your automation triggers. In this case, it will be a new prospect signing up to your email list.
Step 4: Create your email campaign. This involves designing the automated email using templates, adding images, logos, text, and call-to-action buttons.
Step 5: Activate your automation. Choose when the email should be sent and switch it on.
Step 6: Track performance. Check how well your email campaign is doing and look at analytics to find out where you need improvements.
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Automated Email Tools
To round up this post, we will show you some automated email tools to help you run your personalized automated email marketing campaigns. Check them out below:
Hubspot email marketing – SaaS and large businesses
Hubspot is one of the best automation platforms in the world currently. It focuses on conversions and customer journey management.
This makes it one of the best options for automating repetitive marketing processes. Hubspot comes with an email marketing automation app designed to gather subscribers’ information from the CRM.
How much does Hubspot cost? It is a whole package so it presents you with a CRM along with loads of marketing features. As such, the automation plan begins at $850 per month.
ConvertKit – Content Creators
If you are into content creation such as course and blog content, then you should consider working with ConvertKit. This platform presents users with advanced targeting features that allow the sending of the right personalized content to each subscriber. The platform also has premade automation flows for email marketing for content creators.
You can access the email automation feature on the Creator plan and Creator Pro plan for $29 per month and $59 per month respectively. This price is for just a thousand subscribers. It increases when you have more subscribers on your email list.
Omnisend – Ecommerce
Omnisend is one of the easiest email automation apps to use for e-commerce businesses. This tool helps you to handle five key automation steps.
The platform is easy to use and it comes with a drag-and-drop editor. You can use this platform to send different kinds of emails including:
- Welcome emails.
- Shopping cart recovery emails.
- Product abandonment emails.
- Order confirmation emails.
- Upsell emails.
- Shipping information emails.
Asides from being easy to use, Omnisend is one of the most affordable platforms for automated email marketing. It gives users 500 emails for free each month with access to unlimited features. You can access more features on the Standard and Pro plans that cost $16 and $59 monthly respectively.
Constant Contact – Small businesses and Nonprofits
This platform is beginner-friendly and it presents complete email automation. You can use it to build your email list organically via website signup forms.
It also allows you to create email flows and manage your subscribers easily. The drag-and-drop editor makes creating and editing emails a stroll in the park. One of the most attractive features of this platform is its integration with Instagram and Facebook ads.
Constant Contact presents you with its email automation feature on the Plus plan. This plan costs $45 per month for 500 subscribers. As expected, the cost increases with more subscribers on your email list.
Automated and Personalized Email Marketing-Conclusion
That’s it for automated and personalized email marketing. This post has explained automated email marketing, and shown you its benefits, and it works. It has also shown you how to automate email marketing and some tools to use.