Email Marketing Automation – How to Make Sales at Scale

Many successful businesses will cite automation as a key pillar of their success, as it enables the business to react instantly, and scale easily without the need to hire more staff. Email marketing automation in particular has a number of benefits that can help to drive your business forward.

Ultimately this type of automation allows you to offer regular, personalised touch points to individual customers, without the need for complex tracking systems, or having to rely on people to send them out.

Email Marketing Automation Use Cases

Depending on the complexity of the system you use, you can set up automated email communications for virtually any event, below are some of the most common:

  • Welcome new subscribers – A simple task that automation can be used for is sending welcome emails. When a customer signs up to your site, they will instantly and automatically receive a welcome email confirming their subscription.
  • Abandoned cart email – If a customer leaves your eCommerce site with unpurchased items in their shopping cart, rather than just losing this potential sale, you can send an automated email to ask them why they didn’t complete their purchase and remind them of the items they left behind. You could even offer them a voucher code to further encourage them to buy.
  • Custom reminders – Whether on your customers birthday, or at a set date after their previous purchase, you can schedule reminders to prompt them to return to your site and look at what has changed.
  • Share content – Rather than manually promoting new content on your site, you can set up automated campaigns so that customers are emailed each time you post a new article. This gives customers a reason to keep coming back to the site and hopefully increases the chances of them making a purchase.
  • Ask for feedback – A short period after people have completed a purchase, you can send an email asking them to leave a review. This is a useful way to encourage people to leave reviews, which can be excellent for building up social proof and helping win over new customers.
  • Educate – If you want to educate your customers on a topic over a period of time without overwhelming them, you can send a series of staggered emails. This could be a multi-part email campaign, where customers get an email once a week for example. Automation means that you don’t have to send the emails manually each week, or worry about customers joining at different stages.
  • A / B tests – Another feature of many email marketing platforms is the ability to automatically split test email campaigns. This could involve either sending different emails to customers to see which has the best response or conversion rate, or otherwise sending the same email to different cohorts to see which performs better.

In many areas, people now subconsciously take this type of automation for granted, for example getting an instant email on sign up. Without automation happening in the background it would simply not be possible to react to all these events in a timely way.

Email as Part of a Broader Strategy

At AsOne, we’ve worked with clients for many years to implement automated email marketing campaigns alongside more holistic digital business development strategies.

For more information about how email marketing automation can enable your business to grow in a sustainable way, or for help on how to get started, don’t hesitate to get in touch and speak to one of our expert team.

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