Many thought that emails weren’t going to survive the newer tech boom. But that’s not the case. Email marketing is alive and kicking and provides a great medium for marketing automation in the business world.
Creating an email campaign is a time-consuming effort. In business, we need to be effective and efficient. Crafting individual emails is neither rational nor necessary, and it is repetitive, time-consuming, and prone to human error.
Email marketing automation is the solution to all the problems faced by marketers when creating campaigns.
What is email automation?
It’s the creation of email campaigns at a large scale, reaching out to the right target audience at the right time and without needing to repeat the process repeatedly.
With email marketing automation, it’s possible to send out specific emails to your customers at a certain time and at particular intervals.
To get the best out of email marketing, you need a good email list. Such a list would help you keep in touch with your customers and prospects and easily contact them with your campaigns and new product information.
By now, you should know for your email marketing automation to work best; you need to create a good email marketing form. There are a number of online form builder tools you can use to make your email list.
Let’s take a look at some of the popular uses of email automation:
Personalized communication: with email marketing automation, you can customize and personalize your messages to your target customers. A customized email makes a customer feel seen by the business.
Drip campaigns: email marketing automation helps in laying down drip campaigns for complete customer engagement.
Reduce cart abandonment: email marketing automation helps reduce the rate of cart abandonment in the business.
Up-selling and cross-selling: You have increased up-selling and cross-selling with email marketing. You can create affiliate marketing partnerships to increase your sales.
Scheduling reminders: with email marketing automation, you do not have to worry about customers missing events. Email marketing automation sets reminders for specific events at specific times so your customers and potential customers never miss an event.
In case you are asking yourself how you can boost your email marketing ROI with email marketing automation, read on to learn more.
Ways to Boost Your ROI with Email Marketing Automation
Many marketers make the mistake of setting up a marketing email and forgetting about it. Although technology does the heavy lifting for you, you should remember that the customers decide the return on investment of your email marketing automation.
However, many companies overlook the customers’ perception of what they need to know before and after purchase.
In case you are asking yourself how you can boost your email marketing ROI with email marketing automation, read on to learn more.
1. Tie your objectives to the revenue
Measuring the CRTs and open rates will tell you about the delivery of your emails; nevertheless, they are not helpful beyond a certain point. To verify the ROI of your campaign, you need to measure how your customers interact with your emails.
How many leads do you manage to generate through your emails? You can check your lead generation rate.
How many emails were converted to a sale? Finding the conversion rate can help you identify your ROI.
Tying your objectives to revenues gives you a new perspective on your campaign, and it helps you know how best to optimize your campaigns.
Some of the considerations you need to make at this point to make your email marketing automation worthwhile are:
Email list segmentation: with list segmentation, you aim for the people who are most likely to purchase and generate income. You can get email hosting from several sites to help you create personalized emails for your target audience.
Optimization: with inventive optimization, you pezrform strategic testing to increase the return on investment.
Personalize the emails: with email marketing automation. It will help if you avoid getting marked as spam by personalizing all the emails sent to each recipient, and it reduces the chances of your email going into the spam folder and email fatigue.
2. Timing
Time is money. When dealing with marketing automation, timing is everything. An email sent at the wrong time will most likely be lost in the inbox.
On the other hand, a well-timed email can have a lot of engagement from your audience. It is, therefore, imperative to understand the audience and what time is best to send them emails to get the best attention from them.
What does this mean for you? With a high rate of engagement, the conversation rate is higher, and thus the ROI of your business increases.
One of the best times to set up campaigns is during holidays that matter to your audience. Set up email campaigns during holidays such as Christmas, mother’s day, Valentine’s Day, Black Friday, etc.
You can offer special presale and pre-launch deals for your paying customers. These offers will attract more customers to your business.
3. Personalization
Personalization is the best way to make your email marketing automation increase your return on investment.
Personalization involves crafting custom messaging for each prospect or customer. A personalized email helps you create a faster path to revenue. In email marketing automation, you need to get seen and cut through the noise. The right message sent at the right time helps you get noticed by the customer.
What’s more, when you personalize a customer’s email, they feel seen by your business, and they are likely to transact with you more, thus boosting your business ROI.
Personalized emails are more likely to be opened, and segmented campaigns significantly increase revenues compared to generic campaigns.
Bottom line
It becomes very easy to send relevant messages to your customers with email marketing automation.
If you think of ways to boost your business ROI with marketing automation, the above strategies are a great beginning.
A strong marketing automation system and premium content are a great combination to boost your ROI from email.
Reena is Director of Operations and Sales at Attrock, a result-driven digital marketing company. With 10+ years of sales and operations experience in the field of e-commerce and digital marketing, she is quite an industry expert. She is a people person and considers the human resources as the most valuable asset of a company. In her free time, you would find her spending quality time with her brilliant, almost teenage daughter and watching her grow in this digital, fast-paced era.
