If you’re looking for a way to bring in and convert new leads, email marketing is still one of the best strategies out there. Email marketing allows you to connect with your customers and send them automated, personalized content.
Not only is this marketing strategy an efficient way to connect with your customers, it’s the most cost effective. One study found that every $1 spent on email marketing generated an average ROI of $38. And 78% of marketers have seen an increase in their email engagement over the past year.
Fortunately, email marketing automation is a lot easier to set up than you may think, even if you’re new to email marketing. Once you understand the basics, you’ll be well on your way to providing this benefit to your customers.
Email marketing involves sending targeted emails to groups of your subscribers. This could be a weekly newsletter, information about your products or services, or just general information about your company.
Editor’s note: Looking for the right email marketing solution for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.
With email marketing automation, these emails are sent without your constant involvement. You set up automatic workflows, and when a customer signs up for a free lead magnet or makes a purchase, they will receive an email or a series of emails.
Email marketing automation allows you to continue building a relationship with your subscribers over time. When you plan your campaign, you’ll decide who it targets and your campaign’s purpose.
From there, you’ll decide how many emails to include and how frequently your customers will receive these emails. Once you schedule your campaign, the emails will be delivered automatically.
These are some of the most significant email marketing benefits that going digital provides.
One of the biggest benefits of email marketing automation is that it saves you a lot of time. When you reach a certain point in your business, sending out emails manually is no longer possible.
Email marketing automation allows you to scale your marketing efforts. You can triple your reach without tripling the amount of effort you put into it.
Email marketing automation isn’t just more convenient for you – it also delivers a better experience to your customers. This is because your customers’ behavior determines the type of emails they receive.
For instance, a website visitor may want to learn more about your company, but they may not be ready to have a salesperson reach out to them. So they sign up for a free guide and receive a welcome email.
That subscriber receives valuable and relevant information, and you continue building the relationship until they’re ready to move to the next step. Thanks to email marketing automation, you’re able to send information that’s personalized to their specific needs.
Data repeatedly shows that email marketing results in more revenue for your business. By sending targeted, timely emails to your subscribers, you increase the likelihood of converting someone to a customer.
For instance, marketers who used segmented campaigns saw a 760% increase in revenue, and 59% of marketers claim that email is their largest source of ROI.
Another benefit is that email marketing helps you learn more about your subscribers. You’ll discover the types of emails they prefer, what subject lines prompt them to open it and the type of products in which they’re interested.
As you track your email marketing campaigns, you’ll gain more insight into your audience. This information will help you create successful future marketing campaigns.
Here are the five steps you’ll take to begin automating your emails:
Start by choosing the email marketing software you’ll use. Here are a few to consider:
Once you’ve chosen an email provider, you need to set up a welcome sequence for new subscribers. A welcome sequence is a series of emails that new subscribers will receive after they sign up. This ensures that you’re creating a good first impression with your recipients.
The content and number of emails you send will depend on your personal preferences. But the main objective of a welcome sequence is to thank your subscribers for signing up and invite them to connect with you on other platforms.
As you begin collecting more information about your audience, you’ll start segmenting potential customers into different lists. By segmenting your subscribers based on their industry, location, and how they found you, you’ll be able to deliver more personalized emails.
When you first start email marketing, it’ll take some time to figure out what resonates with your audience. One of the best email marketing campaign strategies is split-testing your emails.
In A/B testing, you send slightly different versions of the same email to different groups of subscribers. For instance, you may send the same email but test out two different subject lines, or you may try out a different call to action (CTA) to see which one is the most effective. Over time, you’ll begin to gather the information that will help you create better campaigns.
Anytime you start a new email marketing campaign, you want to track your results to see if your campaign was successful. You’ll want to check these key performance indicators (KPIs):
To get started with email marketing automation, select the right software, set up a welcome sequence, carefully segment your list, test out email versions, and track your campaign’s results.
Email marketing automation will save you time and money, but it will take some effort on your part to achieve success. Here are a few best practices to keep in mind as you move forward: