Email Automation Is at The Heart of Email Marketing

Email Automation Is at The Heart of Email Marketing - Photograph by Estee Janssens | Kathy Ennis | LittlePiggy

Would you be surprised if I told you that automated email messages can be personal?

A lot of people are put off from automating their business emails, because they prefer to communicate on an individual basis.

However, when you’re managing and growing a company, where on Earth will you find the time to write a tailored message to each and every contact?

Taking just a little time to set up and manage a good email automation process can be very personal.  You’ll be building a relationship with potential customers, helping them to learn more about, and become familiar with, you and your business.

Not only that, you’ll be able to track and review the results of each message you send, as well as testing your subscribers’ interest in upcoming offers, or new products and services.

Email Automation Saves You Time

With 91% of us checking our emails every single day, email marketing really is a no-brainer for any business looking for new customers (in a previous blog post I explain more about that – why not take a look?)

Automating your messages means you can tell people all the things you wish you had the time to say, without having to pick up the phone and make pesky cold calls!

You can also use email automation to communicate standard messages in a consistent way, such as welcoming new subscribers, showcasing particular services, or sending exclusive offers.

Remember to create ‘evergreen’ content, i.e. information and offers that won’t date and will remain relevant. This will definitely help you save even more time, as you won’t have to keep updating it.

Email Automation Should Be at the Heart of Your Marketing Funnel

In a previous series of blog posts, I explained the importance of a building a marketing funnel.

In summary, you ‘pour’ people into the top of your funnel, usually with a relevant lead magnet, and you then build trust and communication with them as they make their way through the funnel.  People who make it to the bottom are then usually ready to buy from you.

Your automated email communications are at the heart of your marketing funnel, helping people get to know and understand your business better, building trust, and answering any questions they might have before they buy.

How to Structure Your Automated Email Messages

My last blog post covered the importance of a ‘Welcome’ series, which is a good example of email automation.

Your Welcome series will typically be triggered by somebody signing up to your contact list, in order to receive your lead magnet.  So your first message will welcome your new subscriber, and thank them for requesting your lead magnet – which you could also include within the message.

You will then ,typically, send a short series of emails, say three or four, over the course of a week or two, in which you might include an exclusive offer, ask people to connect with you on social media, or answer some common questions.

(If you read last week’s post, then you might remember the golden rules of an email series – always let people know when they can expect your next message, and what they will get when they do).

Your ideal aim is to make people look forward to your next message, which they might if they know they are going to receive a free gift or a discount!

Taking Email Automation to the Next Level

If possible, try to encourage choice and interaction, which will help you gauge your subscribers’ interest, as well as effectively segmenting your contact list.

For example, some companies will ask people to click to confirm if they’d like to receive the next message in a series, or offer multiple choice options – would they prefer a free gift or a discount?  What are they most interested in hearing about in future?

In addition to an email automation series, think about additional, one-off messages that will help you stay in touch with your subscribers.  These could include a Happy Birthday greeting (along with an exclusive birthday offer), or an anniversary email to celebrate the date on which your subscriber originally signed up.

Of course, all of your messages should be designed in an eye-catching manner.  That’s why you need an email marketing platform like Constant Contact, as they have hundreds of beautiful, customisable templates that will look stunning in any Inbox.

Finally – Rejection Can Be a Good Thing!

You may remember that I described a marketing funnel as more of a leaky colander, because you will inevitably lose people as they make their way through!

Not only is this completely expected and normal, it’s a good thing.  It’s far better to lose the people who aren’t interested in your services than to have them clog up your contact list.  So make it easy for people to unsubscribe if they want to, while you concentrate on engaging the rest.

To complete our email marketing series, I’ll be looking at list segmentation and email tags next week.  In the meantime, if you want to know how to get the most out of email marketing in your business book a Discovery Session.

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