There are many reasons why email marketing is still one of the most valuable marketing tools. From people preferring email as a communication channel with companies to people actually wanting to receive promotional content via email, it seems that one of the oldest forms of digital communication isn’t going anywhere.
But still, there’s the right way of using email as a marketing tool, and there’s the wrong way. The difference between the two is that the right way — the automated way — will generate three times the revenue of the wrong way. Simply put, email marketing automation is too big of an opportunity to be missed, so you should probably learn a couple of things about it.
What Is Automation and Why Is It Important?
Almost every segment of online marketing can be automated today. The basic premise is relatively simple — you delegate some of the tasks you would perform manually to specialized automation software. Automation tools can also offer extended functionality, with built-in tools that provide an analytical overview of your marketing efforts.
For email marketing, automation platforms and tools help you reduce the time and effort you have to invest into it. Instead of manually sending out emails, tools can be set up so that they send out different types of emails to different types of customers at specific times. So, besides saving you time, email marketing automation can also improve your customer targeting.
The Two Types of Automated Email
When you’re setting up your email marketing automation, one of the most important things you need to understand is that there are two different types of automated emails: drip (or drip-feed) emails and trigger emails.
Drip emails are emails you send periodically to people who have subscribed to your email list. With a drip campaign, you set up the frequency at which you’ll send a number of emails. For example, you can set up four emails to be released over roughly two weeks, at a three-day interval. Of course, you wouldn’t send the same email over and over again — each email should contain different copy that aims to move the recipients down your sales funnel.
Trigger emails work differently. These emails are sent when a specified trigger is activated. For example, when someone joins your email list, that’s a trigger that causes a welcome email to be sent to them automatically. Or, if some of your subscribers haven’t had any activity over a set period of time, an email can be automatically sent to them with a special offer in an attempt to bring them back. Trigger emails might seem like a fairly mundane thing, but if used well they can be very powerful— in one case, they increased online commerce of a wine business by over 50%.
Improved Targeting — Segmentation and Personalization
When you’re looking for an email automation platform, it’s important that you choose one that allows you to segment your customer base. The good platforms come with this option, and it can be invaluable to you because it will allow you to deliver more relevant messages to different groups of your customers. So, for example, you can set up one campaign for the people who spent a certain amount of money in your store, and a separate campaign for repeat customers, and the third campaign for those who tend to abandon the cart often.
Of course, an important part of delivering relevant messages is that you need to have different copy and a different approach for each segment of your audience. Personalized messages would have taken you a lot of time if it weren’t for automation platforms’ segmentation options.
And another thing you might consider is to take the personalization one step further and send different segments of your audience to different landing pages. Different pages can have different web design elements and different copy that together send the most effective message for each segment.
Test, Test, and Test Again
Testing is a vital part of marketing, and with email automation platforms you can A/B test your emails as well. Sending different types of emails to two parts of the same segment of your audience can help you determine which type of copy works better, and provide you insights you can use in the future.
Some of the things you should look for in your testing and analytics are the open and click through rates, as well as conversion rates and email delivery rates. And that’s where the best thing about email marketing automation kicks in — because it takes care of the boring manual work, it lets you set aside more time for analysis and improvement, the things that matter the most.
Your Business Needs These 13 Digital Security Solutions – Here’s How To Get The Most Out Of Each
How would you characterize your organization’s digital security posture? If you’re not sure how to answer this question, or perhaps would prefer not to answer it at all, you’re not alone. Countless decision-makers, from uber-competent CTOs and CISOs to CEOs and COOs who couldn’t code…
Louisiana And Oklahoma Introduce Digital Identification To Prevent Fake ID Use
Digital ID in Louisiana Utilizing digital IDs has been a commonly broached topic for a while now. Although most states are only either deliberating their helpfulness or in the utmost initial stages, Louisiana has moved forward. The primary introduction of this technology was done back…
ScanGuard Review – Here is What You Should Know
Doesn’t it sound good and satisfying to have a goop-performing antivirus that is reliable enough? Yes, it is. For that reason, you need to be extra careful when you are in search of a good antivirus. Put all the necessary factors into consideration so that…
The Emerging Need for Social Media Security
By the time you’ve finished reading this sentence, nearly 700 passwords have been stolen from social media accounts across the world. Social media security breaches have the potential to cause up to $6 trillion in cybercrime damages by 2021, up from $3 billion in costs…
Which New Lorex Security Camera Is Right for Your Home?
Keeping your family and your possessions safe requires a proactive approach, and one way to protect what you care about is with a security camera system. Lorex Technology is well known for their security camera solutions, and their two newest products will change the way…
- 3D Printing
- App Dev
- Artificial Intelligence
- Arts and Entertainment
- Big Data
- Blockchain Tech
- Business Technology
- Car Technology
- Cloud Computing
- Cloud Storage
- Computer and Technology
- Conference Calling
- Coupons and Deals
- Cyber Security
- Dark Left 1
- Data Center
- Data Recovery
- Digital Arena
- Digital Marketing
- Edu Tech
- Email Marketing
- Google Glass
- Guides and Tutorials
- Health and Fitness
- Home Improvement
- Home Security
- Internet and Businesses Online
- Internet Marketing
- IT Careers
- Mobile Apps
- Mobile Security
- New Tech
- Online Shopping
- Project Management
- Reference and Education
- Reputation Management
- Sales & Marketing
- Shopping and Product reviews
- Small Business
- Social Media
- Tech Trends
- Technical Support
- Technology in Education
- Tips & Tricks
- Tips And Tricks
- Video Conferencing
- Virtual Reality
- Wearable Technology
- Web Design
- Web Development
- Web Hosting
Give your SEO Campaign a Boost with Backlink Monitoring
Have you been trying to utilize backlinking for your SEO campaign? Would you like to assess the performance of your linking strategy? If your answer is yes, it is time to learn more about backlinks monitoring. In the traditional world of search engine optimization, website…
When To Start A Medical Malpractice Claim?
If you visit the doctor, you believe that the treatment you receive will improve your health. However, this is not always the case. Patients in Chicago can be injured by their physician or medical staff. What is Medical Malpractice? Medical malpractice is when a doctor,…
How to Immediately Improve Your Online Security
While the internet might seem paradisiacal, danger lurks in the obscurity of it. Apart from outsourcing your IT needs to specialists like IT support companies in London, there are immediate measures you can take to ensure your online world is as secure as the home…
Everything You Need To Know About Cybersecurity In 2019
With long workdays and jam-packed weekends, it’s a godsend that we can do most of our shopping, social interaction, and many other day-to-day tasks from the convenience of our computers and mobile devices. The internet has been making our lives so much easier for the…
4 Reasons Why You Should Upgrade Your Cybersecurity Right Now
Decades have passed since the phenomenon called the internet, cybersecurity is still very much a threat to businesses and individual users alike. Considering how much money cybersecurity companies invest to bolster their solutions, you would think that cybersecurity threats would be a thing of the…
Why Small Businesses Need A Web Application Firewall
Today, cyber security is one of the primary concerns of small businesses and large tech companies alike. The threat landscape is ever-evolving, with increasingly sophisticated hackers racing to thwart cyber security experts as they build stronger lines of defense. On top of that, the numbers…