As your business grows, your marketing needs and the ability to scale also increase. As a business owner, you should already know how important and powerful email marketing is to your marketing effort, but complementing it with email marketing automation can significantly increase the effectiveness of your existing email marketing strategy.
Newsletters and one-off campaigns are part of the email marketing strategy, but as a company that is looking to take things to the next level, you should consider automatic email campaigns, which trigger off of a user’s actions.
The reason for this is because email marketing automation is timely, personalized, and highly-relevant to the recipient. Therefore, they have high open and click-through rate and are capable of driving more revenue for your business.
You can create one-off campaigns and newsletters and send to a whole list of people at once. On the contrary, you can set up an automatic email campaign just once and then it can automatically send to a particular person when s/he meets a certain trigger.
As an example, imagine Facebook is your business and you want to send an email to every person who creates a new account. The first email will be a welcome message; welcoming them to Facebook and showing them how to get started with uploading a profile picture, updating their profile bio, and adding new friends. That is an attempt to get them acquainted with the platform and help them become frequent users.
Now, if you have to manually create and send an email campaign to every person who signed up, that would be a huge waste of your time. That is where email marketing automation comes in. Instead of that, you could set up an automated welcome email that automatically sends whenever a new person joins your “Signup” list. You’re basically automating the repetitive task of sending a welcome email to every person who joins the list.
That’s the interesting thing about email automation, you can set it up once, and as more people continue to meet the pre-defined trigger, the email will automatically be sent to them. You won’t ever have to do anything again as it essentially automates your marketing strategy.
Since email automation depends on the basic trigger and action system (that is, when a certain condition is met, a trigger happens, then a particular email or set of email is sent), this can limit what you can do in terms of creativity and business needs. Therefore, you need to get really creative and come up with automated emails you can start sending that will help you grow your business. The most interesting thing is that once you set it up, they run in the background so that you can spend your time on other important aspects of your business.
Conclusively, with email marketing automation, you can grow your business by automating repetitive tasks like sending relevant emails, using data to trigger messages that meet specific conditions, nurturing your leads and helping them all the way to becoming paying customers. This type of personalized email marketing outperforms broadcast emails and gives a greater return on investment.
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