Five Email Marketing Automation Strategies for Marketers

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Automated emails offer vast marketing growth opportunities. Email automation allows marketers to send accurate messages at the right time tailored to the right customers with the help of automated workflows. It nurtures leads, drives sales, and enhances customer retention.

As per a recent report by Report Linker, “Marketing Automation Global Market Report 2023“, global marketing automation grew to USD 6.5 billion at a CAGR of 12.3% in 2023 and anticipates to grow to USD 9.5 billion in 2027 at a CAGR of 9.9%.

When integrated with email marketing, marketing automation makes the efforts potent and offers marketers an effective way to target customers and prospects with tailored content across channels.

Here are five email automation that marketers must utilize to drive growth and factors that hinder email marketing adoption.

Account Creation or Welcome Emails

Sending account creation or welcome emails allows marketers to engage with new subscribers. Marketers must tailor the experience and communication to align with the channel and content that will help draw new prospects and subscribers.

Marketers must utilize promotion-based messaging that establishes equity and brand connection. The marketing impact of the automation is more nurture-focused and upper-funnel, effectively contributing to the metrics, such as brand affinity, purchase frequency, and time to purchase.

Also Read: Top Seven Email Marketing Tools Marketers Must Know About

Utilize Autoresponders

Email autoresponders automatically send emails to the businesses created as per different situations. It allows them to send out relevant emails to relevant leads immediately. These Autoresponders send welcome emails who signed up or shared crucial information with multiple companies and confirm subscriptions or purchases from those companies.

Moreover, autoresponders make business operations easier since they can handle emails that can reuse the same template every time. Companies must keep the language conversational and incorporate all the primary elements like greeting lines and email signatures.

Simultaneously, businesses must create welcome and common static emails before the autoresponder sends them to the leads when required. With the help of these responders, companies do not have to develop new confirmation emails whenever they need to send one.

Re-engagement

The use cases segment comes down to philosophical differences. At the same time, enterprise-level businesses have difficulty detaching unengaged subscribers. It is because companies that the more people they send to, the more traction they will get, regardless of engagement.

The above fact might appear false in the long run without engagement strategy refinement. More importantly, continuing to treat the users as engaged might harm the sender’s reputation, overall engagement rate, and unsubscribe rate.

Marketers must understand the engagement levels- low, medium, and high- across the audience landscape. For users falling in the low category, businesses must shift them into a re-engagement workflow that lets them send less frequent and tailored content to win the users back. Marketers must aim to nurture users into the funnel with a medium or high-level subscriber.

If the leadership stations KPIs and goals on new subscribers or overall total subscriber volume without effective email practices, they must push forward the unengaged users on their path. The metric to focus on here is the transition of engaged users into high or medium-engagement segments.

Email Segmentation

Businesses may have multiple types of emails that they would want to send to the leads. However, some emails may be irrelevant for leads, and some might be relevant. Therefore, businesses must avoid sending similar emails to all the leads. It can cause companies to have a negative perception.

  • Prospects might feel like businesses are unaware of what they want
  • They can mark an inadequate email as spam
  • They might feel like the companies have nothing solid to provide

Efficient email segmenting allows businesses to maximize open and click-through rates.

Lead Nurturing

Regarding email marketing, businesses cannot send only a single mail and expect the leads to turn into customers. Therefore, companies must nurture their leads. Nurturing would require businesses to help other enterprises to become customers by regularly sending them appropriate information and invitations to work together.

Moreover, companies must nurture their leads by offering incentives for decision-making. Automated marketing software can do this as per their interactions with other businesses. The other business representative, for instance, explores multiple products on the website. The computerized software recognizes a pattern and sends them an email. Plus, the email states a specific discount on their next purchase. Businesses can set their automated marketing software to send these emails to other companies when they perform similar actions.

Factors Hindering the Idea of Email Automation Utilization

Even though automation offers significant advantages for marketers, some factors like data, technical incapability, and the lack of idea of a potential payoff are holding back automation efforts. A critical reason businesses underutilize email automation is a weak data set-up in their email service provider (ESP).

Moreover, businesses have multiple fields mapped to the same data type, so they might miss gathering accurate data, or the data mapping is discombobulated. These factors curtail the idea of automation utilization. Businesses must practice data hygiene processes for effective email operation. In cases where they cannot practice in-house, they can collaborate with partners.

Final Thoughts

It is a win-win situation for businesses when the users access their emails. Marketers must encourage a click-through by simplifying the course of action and providing users with a CTA or offers.

With multiple factors or CTAs, businesses must ensure transparency regarding the priority that resonates with the design hierarchy.

More importantly, businesses must optimize emails for mobile devices due to the increased utilization of smartphones. While most email service providers ensure this, testing the automation across devices is essential to maintain consistent customer engagement.

Apoorva Kasam
Apoorva Kasamhttps://talkmartech.com/
Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.

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