Email is still one of the best tools at your disposal. It’s one of the few ways you can completely control your messaging, it has tremendous potential for personalization, and it has one of the highest Returns on Investment of any kind of marketing. That said, email marketing can become incredibly time-consuming, which is where automation comes in.
Email automation allows you to send emails to your subscribers automatically based on their behaviors, such as making a purchase, abandoning a shopping cart, or registering for a webinar. Automation can streamline your marketing efforts, boost engagement, and drive sales, but only if you use it strategically. Here are the best ways to make the most out of email automation:
- Have an amazing welcome email. You should almost always have an automated welcome message for new subscribers. Instead of sending a generic one, get the most out of it by writing a warm welcoming message that provides information about your brand, mission, and values. Include a couple of links: to popular content, an introductory offer, and/or a popular product. Don’t waste the opportunity to build brand loyalty and gently pull your audience a little further into your marketing funnel.
- Event Invitations and Reminders. Send out event invitations and then automate follow up emails based on the audience’s response. Make sure the invitation is clear and provides an easy way for people to register. For people who fail to register, send reminders as the registration deadline approaches. For those that do register (especially for online events), send a reminder the week before and the day before to ensure attendance.
- Post Purchase Follow Ups. Automated post purchase emails are extremely important (order confirmation, shipping information, etc.). Write a thank you message that is friendly and on brand. Use the opportunity to ask for reviews, encourage the buyer to engage with your content, suggest related products, or offer a discount for the future.
- Re-Engagement Campaigns. Automated emails are a great way to try to get back those who have stopped engaging with your brand. Maintain an audience segment or list for people who haven’t opened an email from you in a while. Send them an occasional “we’ve missed you” message or a special offer. Eventually, send a message with a subject line like “Last Message Before You Are Unsubscribed.” That subject line will likely motivate engagement. If not, you shouldn’t be afraid to actually unsubscribe them. Remember, sending messages to subscribers that never open emails can damage your reputation and make you more likely to be seen as spam.
- Abandoned Cart Reminders. If you’re going to send abandoned cart reminders, it’s best to send the first one within a couple of hours. Tout the benefits of the item(s) in the cart and provide an easy link to complete the sale. If they don’t make the purchase, try another email a few days later offering a discount.
Substance and Style 