Email marketing remains one of the most effective digital marketing channels, with an impressive ROI of $42 for every $1 spent according to DMA statistics. But running successful email campaigns takes significant time and effort. That‘s where automating key parts of your email workflow can make a tremendous difference.
What is Email Marketing Automation and Why it Matters
Email marketing automation refers to using pre-defined rules and triggers to send personalized emails to subscribers automatically. This eliminates the need for manual work, allowing you to scale your outreach easily.
Some key benefits of automating email marketing include:
- Saves time: Automation handles repetitive tasks like sending welcome emails, reaching out to inactive subscribers etc. giving you more time to create content.
- Improves conversions: Automated emails sent at just the right time, like after a site visit, drive 31% more conversions as per lending tree.
- Enhances personalization: Dynamic content pulled from a CRM helps segment and engage users better. According to campaign monitor, personalized subject lines alone lift open rates by 26%.
- Works 24/7: Messages are sent round the clock, unlike manual efforts limited by work hours.
- Scales campaigns: You can reach thousands of users with automated workflows. Difficult otherwise. Automation platform SendinBlue states that users sending 100,000 emails monthly see 73% higher engagement compared to traditional methods.
"Marketers who leverage automation average a 739% increase in leads year-over-year" – Mailmunch
Whether you want to turn more leads into subscribers, re-engage dormant contacts, segment your audience or manage transactional emails, automation is key to email marketing success.
Lead Nurturing Success Rates Improve by Over 400% with Automation
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower costs according to Forrester research. Further, they enjoy 400%+ improvement in lead nurturing success rates by adopting marketing automation platforms.
Top Email Marketing Automation Use Cases
Here are some of the most popular scenarios where using automated email workflows pays rich dividends:
1. Convert Site Visitors into Subscribers
Placing email signup forms strategically across high-traffic site areas can help capture visitor data. But the job doesn‘t end there. An automation platform like Zapier lets you seamlessly connect form entries to your email service and immediately add these signups to subscriber lists.
![Visitor Signup Workflow Automation]
Welcome emails and initial nurturing sequences go a long way in converting contacts into loyal readers. This entire process can be automated based on time delays or visitor actions.
Visitor fills
signup form → Entry is automatically sent to MailChimp → Email series queued to go out over next few daysLitmus expert data indicates that welcome emails enjoy open rates over 80% greater than other broadcasts. Ensure you optimize this first interaction.
2. Segment Subscribers for Personalized Content
Not all subscribers have the same interests or preferences. Data from your CRM platform gives helpful cues to segment contacts appropriately. Automation can filter subscriber data to group users by parameters like:
- Purchase history
- Download activity
- Geography
- Content preferences and more
You can then send hyper-targeted content to each user group that‘s much more relevant. This leads to 3X higher CTR compared to generic blasts per Campaign Monitor.
New subscriber is mapped to appropriate segment in CRM → Segment tag gets updated automatically in email platform → Relevant emails are queued to send out to that subscriber over time Advanced marketers further enhance personalization by leveraging machine learning capabilities from automation tools to analyze past engagement data across millions of data points. These dynamic insights help categorize each user uniquely for a tailored experience over time.
3. Bring Back Inactive Subscribers
Over 60% of your email list can go cold/inactive per year. Running win-back campaigns to re-engage such users is key. But checking for inactivity and sending timely reminders manually is quite tedious.
This entire inactive subscriber outreach process can be automated based on set time intervals. From sending behavior-based surveys to win them back to scheduling final exit intent emails for non-responders – it‘s all possible without much effort.
User marked inactive in CRM after 3 months of no opens/clicks → Automated 30-60-90 day re-engagement sequence kicks off in email platform to get user to re-subscribe Integrating inactivity data from web analytics tools gives further insights to re-activate based on site visitor recency. This additional intelligence helps craft more compelling copy and offers.
4. Manage High Volume Transactional Emails
Confirmation emails, shipping notices, password reset emails are all critical transactional messages that rely less on marketing, but more on real-time sendouts. Generating these one-off emails manually can be very cumbersome.
That‘s where connecting your ecommerce platform to your ESP via automation eliminates friction. Any order confirmation can instantly trigger an email without you having to intervene every single time.
New order successful on Shopify store → Order details securely passed to Email Service platform → Confirmation email with order invoice sent out automatically to customerPost-purchase transactional messages often get high engagement. But delays or errors here also increase cart abandonment. Streamline purchase workflows with automation for delighting users.
5. Create Seamless Cross Channel Journeys
Marketing automation helps seamlessly connect email activities to other channels using custom events for tracking subscriber actions site-wide. This cross-channel intelligence combined with workflows across platforms like social media, mobile push messaging results in highly integrated experiences.
![cross-channel customer journey orchestration]
Users feel brand affinity rise when they are engaged by online/offline interactions tied together. Automation allows coordinating these complex omni-channel journeys flawlessly at scale.
Strategic Tips to Craft Effective Automated Emails
While automation handles the bulk of heavy lifting in email campaigns, the strategy behind it drives results. Here are some best practices to maximize success:
Pick the Right Automation Triggers
Triggers are the events that kick-off automated email sends. Some common starter triggers include:
- New contact added
- Contact hits milestone like 30 days of inactivity
- Key date in CRM like birthday or renewal date
- Specific subscriber action like link click or offer download
- New order, new support ticket etc.
Align triggers to business goals, send frequencies and subscriber expectations. Avoid random acts of automation that frustrate users. Evaluate using both activity and time bound triggers for ideal workflows.
Personalize Message Content
Email copy personalization using merge tags helps engage users better with relevant communication. Some easy ways to personalize include:
- Adding first names dynamically
- Referencing past purchases or interactions
- Sending location specific content natively
- Creating segments to send targeted content
Personalized subject lines alone lift open rates by 26% based on Campaign Monitor data. Combine dynamic copy with personalized send times for the win.
Write Compelling Email Copy
Even with automated sends, every email interaction with subscribers is precious. So create copy that inspires action. Some tips include:
- Focus on subscriber benefit in subject lines
- Establish relevance quickly in opening lines
- Use conversational language and storytelling
- Guide readers clearly with formatting and visuals
Well-timed, personalized emails that offer real value deliver 3X higher transaction rates as per Experian.
Track click through and conversion rates of your campaigns regularly. Iterate on copy and content based on what works best for your audience.
Optimize Automation Workflows
Once the basic triggers and emails are setup, constantly refine campaigns using A/B testing and performance data. Experiment with:
- Personalization levels
- Segment categories
- Trigger points
- Timing
- Content types
- Subject lines
- From names
Zero in on automation recipes optimized for your users leveraging analytics. Don‘t forget to monitor deliverability and spam rejection rates with every iteration.
Step-By-Step Guide to Building Effective Automation Workflows
While concepts like lifecycle emails and subscriber journeys are useful starting guides, actually setting up end-to-end automation requires clear execution. Follow these steps for streamlined workflow creation:
1. Define Campaign Goals and Metrics
Start with tangible objectives – do you want to improve subscriber conversions by 15% or recover 20% of inactive users etc? Outline key results you want to track too – opens, clicks, revenue, orders fulfilled etc. These guide automation plans.
2. Map the Subscriber Journey
Plot the typical milestones your audience moves through since signup – first visit, initial purchases, repeat buys, renewal phase, lifecycle tapering etc. Identify logical touchpoints to engage users meaningfully at each stage.
3. Design Tailored Email Interactions
Draft a set of hyper-relevant emails you want to reach users with at various phases. Personalize copy and offers based on subscriber personas and buying cycle stage.
4. Tag Subscribers & Create Segments
Organize users into segments using labels like new customers, power buyers, at-risk subscribers etc. so you can track different groups.
5. Pick Compatible Marketing Tools
Evaluate your tech stack fit for executing devised plans – ESP, CRM, analytics, integration platform etc. Identify any gaps for additional capabilities.
6. Set Up Triggers and Connect Flows
Link subscriber data sources using automation tools to build well-defined sequences based on triggers mapped to each step of the buyer‘s journey.
7. Test and Validate Workflows
Run A/B experiments with small test groups to identify any workflow hiccups before full scale launch. Encourage user feedback.
8. Go Live and Monitor Performance
Initiate workflow and start tracking KPIs to meet defined campaign goals. Fine-tune triggers, content frequency, personalization as needed.
Well designed automation backed by research gives the confidence to commit significant budgets for maximizing gains.
Email Marketing Automation Metrics to Track
While it‘s tempting to jump right into creating complex workflows, getting the reporting dashboard right is key. Based on business objectives, focus tracking on relevant:
Qualitative Metrics
- Deliverability rates
- Spam test scores
- Subscriber satisfaction
Quantitative Metrics
- Emails sent
- Unique opens
- Click through rates
- Bounce rates
- Unsubscribe rate
- Sales revenue
![Email Metrics Dashboard]
Advanced marketers go beyond basics to monitor metrics like:
- Net promoter score
- Email influence on site traffic
- Relative open rate
- Sales attributed to emails
- Email campaign ROI
Sync your email platform data to marketing analytics tools for flexible reporting. Systematically analyze metrics to sharpen automation continuously.
Emerging Email Marketing Automation Capabilities
Basic workflow functionality apart, artificial intelligence and expanded partnerships allow automation tools to offer several advanced capabilities:
AI Optimization
- Machine learning to identify high-risk unsubscribes
- Natural language processing based dynamic content
- Predictive time-of-open analysis
Salesforce CRM Integration
- Lead scoring dynamics added
- Event tracking for subscriber actions
- Campaign ROI measured
Google Analytics Integration
- Catch re-targeting insights
- Track subscriber site engagement
- Email sourced conversions
Evaluate solutions that allow leveraging these cutting-edge features for an automation edge.
Top Email Marketing Automation Tools Compared
While choosing tools, assess your current vs required use case support along parameters like:
| Tool | Zapier | Klaviyo | MailChimp | GetResponse | SendinBlue |
|---|---|---|---|---|---|
| Workflow creation | Zaps to connect 100+ apps | Preset + custom flows | Preset workflows | Preset workflows | Preset workflows, multi-channel |
| Lead capture | 100+ form and data sources | Decent forms | Good forms | Basic forms | Great forms |
| Segmentation | 100+ data sources for segmentation triggers | Advanced, AI powered | Decent segmented campaigns | Basic | Advanced behavioral segmentation |
| Automation depth | Complex multi-part zaps | Very detailed journeys | Basic multi-step flows | Simple sequences | Detailed subscriber journeys |
| Deliverability | Depends on connected ESP | Excellent | Great | Good | Great |
| Analytics | 100+ integrations with BI tools | Powerful native + Google/FB analytics integration | Good analytics and reports | Decent analytics and reports | Great real-time analytics |
Evaluate key elements like segmentation flexibility, workflow depth, analytics quality along with factors like ease of use, support availability etc. while zeroing in on platforms fitting automations needs.
Expert Take on Email Marketing Automation Best Practices
Here is aneys from industry experts on blueprinting high-impact email workflows:
😀 "Take an outside-in approach starting with customer journeys before technology" – Scott Brinker, Martech thought leader
😀 "Align subscriber lifecycle, email strategy with clear metrics tracking from day one" – Chad White, Research Director
😀 "Map detailed subscriber actions meticulously across channels to orchestrate journeys" – Ashley Zeckman, Email expert
😀 "Perfect the art of relevant email copywriting amidst personalization noise" – Sonia Simone, Chief Content Officer
😀 "Test email rigorously across devices and inboxes before sending at scale" – Lauren Lockwood, Email Deliverability Guru
😀 "Go beyond opens and clicks to tie higher funnel actions back to email. – Paroma Sen, Sr Director of Growth Marketing
With insights from above experts, leading with the customer viewpoint, diligent workflow design, copy finesse and performance tracking are key pillars of email marketing automation success.
Final Thoughts
Done right, marketing automation supercharges email campaigns by scaling personalized communication without breaking budgets or burning out internal teams.
Approach workflow automation systematically – start by determining campaign objectives, picking metrics to track and planning effective triggers before execution.
As next steps you could consider:
- Auditing your subscriber list health via analytics
- Identifying automation use cases that provide quick wins
- Reviewing your martech stack and assessing connectivity gaps
- Drafting an automation roadmap aligned to revenue goals
Leveraging the latest automation capabilities across core platforms gives your small business an enterprise-grade edge when it comes to email marketing. Actively adopt these innovations and see your subscriber engagement, revenue and loyalty surge dramatically over time through the power of automated workflows.
