Email Marketing Automation is one of the best ways to save time and ensure you target your email list with the most relevant, impactful content. This helps your email marketing strategy generate better engagement and results.
The process involves setting up automated workflows that send emails to subscribers based on specific actions. Doing so means the right people get sent the right messages at the right time. The best part of this is that it all works in the background. You just set up your automation workflows and leave them to work.
While there’s a lot that can go into an automated email marketing strategy, here are the basic steps involved in automating your campaigns.
Get Email Marketing Automation Software
The first step to automating your email marketing campaigns is to set your business up with the right software. Choose an email marketing platform that lets you create automation workflows.
This will need to involve some kind of leads database, where you can store all of your email subscribers and segment them into different lists. Make sure the software allows you to add various conditions that you can create automation workflows around.
Set an Automation Goal
When automating your email marketing campaigns, always start with the end in mind. What do you want your emails to achieve? Understanding this will help you create email sequences, or drips, that help you achieve the end goal.
There are many different things your business can do with email automation. For example, you could simply automate transactional emails to customers. You could trigger a welcome email for new subscribers, set up a drip campaign for email subscribers, or send abandoned cart emails.
Whatever the case, make sure you understand what you want to achieve with each email before setting up your automation.
Create the Emails and Triggers
Email automation involves setting up the different emails you plan to automate, and establishing what triggers will cause these emails to end. Triggers could be a customer making their first purchase, someone entering a special promotion, or someone converting to a certain page on your website.
It’s important that you always create relevant, personalized email content based on these triggers. The more relevant your emails are to the user, the more engaged people will be with your email campaigns.
Segment Your Email Lists
An important part of running automated email campaigns is establishing your email lists.
When a user takes a certain action or engages with your emails in a certain way, you’ll want to segment them into different lists. Doing this will help you send more relevant, personalized content to each list.
These are the basic steps in setting up and running an automated email marketing campaign. You can also automate your business’s SMS messaging with a similar approach.
A final step to mention is to always monitor your email marketing metrics and analytics to ensure your automated campaigns are working properly. This will help you optimize your marketing automation strategy for success.
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