While email marketing is one of the most powerful tools to achieve more direct communication with our customers and potential customers, this strategy must follow certain steps to achieve its maximum potential. Knowing how to automate the email you will send will give you the opportunity to create specific campaigns in addition to achieving optimal personalization in your communications.
What does it mean to automate email?
As its name implies, automating your company's email will allow you to send emails to your current and potential clients automatically according to a program or triggers that you define previously.
Although it sounds extremely simple (and in part it is), in the same way that it works with any other online marketing campaign, it is necessary to know in depth the functions of these tools to increase the achievement in your campaigns.
As SendPulse, the email marketing campaign automation tool, mentions, there are several aspects in which it is possible to automate your company's email, and they are generally divided into two:
Event-based activation emails
Feed email content
Both types of communications can be used independently or together, according to the objectives you have set for yourself.
An example of this is that you can start by sending an activation email based on events (for example, registering a client to your newsletter) by sending this type of communications at the intervals you have established.
What are activation emails
The most common way to automate email is through activation emails, that is, those that are "activated" based on the behavior of subscribers, their actions or lack of them.
With them you can forget about the tedious creation and sending of everyday messages, since they include:
Emails of welcome / incorporation or initiation and presentation of your product or service
Abandoned emails
Recommendation of our products and services to a friend (sending discount coupons)
Milestone emails (birthdays, special dates)
In addition, you can configure automated emails to be activated based on the actions carried out by the client (behavioral email marketing) that will cover many more points than those mentioned above, including reward or bonus emails among others.
What the feed emails refer to
These types of emails are sent according to the period of time that you have specified above, which is a great source of additional income, as well as to obtain more potential customers, but you have to do them in the right way.
With feed emails you can send information to your subscribers who have signed up for a free newsletter, and thereby take them to the next step in the funnel.
Learn more about automated email marketing
Once you have decided on the actions you want automated emails to take, you can follow these tips to optimize your campaign:
Segment your subscribers
Segmentation allows you to divide your subscribers based on specific criteria that will make it more likely that they will follow your call to action.
Customize your messages
If you don't personalize,the chances of your emails ending up in the spam folder are more than high.
By personalizing your messages with elements as simple as their name, or the products they were seeing or have bought, they will allow you to create a more personal and direct relationship with your customers and potential customers.
Connect your emails to custom landing pages
Make sure you have a landing page tailored according to your email campaign, so your subscribers will feel more comfortable clicking and relating your brand and products.
Choose the right email marketing platform
Having a reliable platform that can provide you with all the benefits of automating email is of the utmost importance.
SendPulse, for example, offers you a multi-channel platform from where you can combine various tools, and automate your email but also SMS, notifications and transactional emails.
