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Hey, email marketers – Remove the burden and adopt automation

As email marketers continue to feel busier than ever with increasing responsibilities and competing priorities, efficiency is becoming a lifeline for many of them.

Increasingly, automation is proving to be the knight of email marketing in sparkling armor. This is an effective and systematic way of sending promotional and transactional emails without having to press a "send" button. It's almost like setting up automatic payments for credit cards and your bills mountain.

The sending of automated emails ensures that you will not miss any temporary opportunities, will offer more relevant and personalized content to your users and, most importantly, will save you a lot of time.

Email automation, your name is efficiency

The automation of email has several names: feed, drain, trigger messages and so on. Whatever term you use to define marketing automation, one thing is clear: it's about doing more with less results and driving long-term strategies to improve the value for life client.

In the case of email, we view this as a series of emails launched on the basis of a set of discrete or unique circumstances that can be initiated by a customer or marketer on a segment specific with a set of features, making them ideal for this type of automated campaign.

Currently, most email automation operations are performed using artificial intelligence tools, but surprisingly, a survey by GetResponse revealed that only 5% marketers saw themselves as experts. From GetResponse:

Only 5% of respondents say they are experts, while the majority consider themselves as basic or intermediate. This is understandable because email marketing is complex and constantly changing.

This is at odds with Servion Global Solutions' prediction that the AI ​​will generate 95% of customer interactions by 2025.

E-mail automation has been at the heart of business-to-business (B2B) marketing for a decade. B2B marketers consider automating email as a form of lead promotion.

For B2C marketers, a welcome series could be a simple, basic and ubiquitous automation. Think of a new customer who agrees to receive emails from a retailer. The first message could be a welcome email inviting a recipient to give more information to the marketer in the form of a preference center or a small discount to entice a quick conversion. A follow-up email could be part of the series if no action occurs – or a different email if an action is taken – and so on. E-mail automation can be used to create sophisticated action trees, punctuated with unique messages and content, depending on the action or inaction that occurs.

Before you can really log out and start reaping the benefits of email automation, you must first determine what kind of data about your recipients would be useful for an e-mail automation program. -mails and how you are going to gather it.

Knowing where these data are will also be critical to setting up your automated messaging program. The most effective email automation programs rely largely on a well-segmented list. Once you have established this, you can begin to identify and gather the data that you deem useful from a business value point of view.

Leveraging preference centers to get more data to optimize automation programs can turn simple journeys into more sophisticated journeys with an overview of geographic preferences, frequency, type, sex and content. Combining this information with items such as past purchase history, clicks, email openings, and other conversion information can generate highly personalized experiences.

By increasing personalization through automation or other forms of awareness, brands can improve their rigidity: According to research, 82% of customers feel more positive about brands after receiving personalized content.

So, what can you accomplish through an automated messaging program? Generally, the most common goal of e-mail automation is to increase the recipients' commitment. However, commitment in itself is a general term. The engagement can be done with an older or inactive segment or with seasonal buyers that you wish to encourage to deal with more often.

Defining a goal and then developing a strategy for the desired outcome is the first step in establishing a good automation program through your email marketing. Here are some of the use cases that e-mail automation can provide to spark higher levels of engagement:

  • Feed campaigns with an eye on upsell.
  • Welcome email.
  • Birthday e-mails.
  • E-mail registration and integration.
  • Series of end-of-year celebrations.
  • Reengagement and delay policy.
  • Expiration of the subscription.
  • Product Updates / New Product Versions.
  • Notice giving rise to similar emails.
  • Net promoter surveys and other types of sentiment analysis.

The establishment of an automated email program that can support some of the above elements frees up a lot of time for you and your team. You will no longer have to worry about performing a stultifying manual job, such as combing mailing lists and scheduling communications.

Rather, you can focus your faculties on other priorities that require more attention and thought, such as creating high quality custom content that users will read and use – the real life of everything. good automation program. For an email marketer, automation is a creative release that allows you to build experimental and engaging experiences.

Good practice

When it comes to best practices in email automation, here are four things you should keep in mind before putting your feet on a pouf and letting the machines take over:

    1. Do not automate for automation. The automation is excellent, but it's a quality-on-quantity equation. The automation of each part of your email marketing program will not solve all your problems. You simply can not consider every single moment or unforeseen event. Instead, start by automating some of your program and sprinkle in more automated ingredients as you gain more ideas and experience.
    2. Create a strategy. All you do requires a strategy that describes how you will get a result and the types of measures needed to understand when that result is achieved. Once you have that, you can come back to the tactics and technology needed to bring that vision to fruition.
    3. Remember that content is king. The automation of e-mail can not compensate for poor quality content. While it may help to deploy content more quickly and efficiently, creating engaging content still requires the [] I do not know what . You should constantly tweak and improve your content feeds so that your emails come off the inbox.
    4. Track performance. It's a data-driven world, and we all live and die according to Key Performance Indicators (KPIs). Learning what works and what is not by monitoring performance metrics and tailoring your strategy to these ideas is the key to an email automation program that delivers consistent results to long term.

To close

E-mail automation is not just about streamlining e-mail. It is to enhance the effectiveness and success of your entire marketing strategy. A fully optimized messaging strategy is achieved through a close relationship between messaging data, metrics and automation.

The bottom line? Embrace automation; do not run and do not hide. Test the waters, start small and work with the data you have. You can always be more elaborate based on the results you are starting to see and the evolving business needs of your business.

It is only by accepting the saving gracefulness of automation that you can start organizing a personal brand e-mail experience that customers eagerly await and who reaches them when and where they want to be contacted.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Len Shneyder is a veteran of email and digital messaging for 15 years and the vice president of industry relations at SendGrid. Len is an evangelist and advocate of best practices, and he leads thought leadership and insights into industry trend data based on the sheer volume of emails SendGrid delivers on behalf of their clients. . Len represents SendGrid on the board of directors of M3AAWG (the Messaging, Malware and Mobile Abuse Working Group) as vice-president, and co-chairs the program committee. He is also a member of the MAC (Member Advisory Committee) of the EEC (Email Experience Council) where he is Vice President of the organization. ECE is a professional organization specializing in the promotion of best practices for email marketing. The EEC belongs to the DMA (Direct Marketing Association of America), an organization almost 100 years old, where he also sits on the Ethics Committee. In addition, Len has worked closely with the Email Sender & Provider Coalition (ESPC) on issues surrounding data privacy and email deliverability.

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