There’s no doubt that email marketing is an effective way to reach a targeted audience and generate sales while keeping the marketing costs low. What you may not realize is that by establishing an email marketing workflow that’s automated, you can make a good thing even better. Here are some of the ways that creating an automated email marketing strategy will serve your business well now and in the years to come.
Managing the Process of Personalizing Emails
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Automation makes the process of personalizing emails all the simpler. That’s important, since no one is all that excited about receiving and reading what’s obviously a form message. Things change a bit when the text reads more like it was written with the recipient in mind. When your process allows each email to include the name and possibly another detail about the receiver within that text, it seems like less of a mass email.
It’s been said that few things are sweeter to a potential client’s ears than the sound of his or her own name. As that relates to email campaigns, seeing the name and maybe something else like the company or a mention of the city where the recipient lives can be the element that leads to reading the entire email. That in turn increases the odds of following through with a visit to your site and possibly making a purchase.
Easier Management of the Results
You’ve likely heard a lot about making sure your email campaigns are scalable. In other words, you want to measure the outcome of each campaign. What percentage of recipients ended up making purchases? How many of those are repeat customers and how many are new ones? How many recipients chose to opt out of receiving future emails? All those stats can be used to enhance future campaigns.
This also makes it all the easier to weigh the returns versus the costs. Even through campaigns like this one are less expensive than the alternatives, you do still need to generate income in order to cover the costs. Thanks to the automation process, it won’t take hours of manual efforts to come up with the statistics needed to gauge the campaign’s effectiveness.
Cleaner Lists For Future Campaigns
Automation makes it easier to keep your email lists up to date and ideal for use in the future. Thanks to the processes in place, it’s easy enough to automatically eliminate email addresses that bounce back without deliveries. You will also find it easy to remove emails after receiving opt-out requests. No one has to tackle these tasks manually. In fact, the right software ensures this type of cleanup is done in real time.
Why does this matter? Continuing to send emails when people indicate they don’t want them harms your reputation. An old adage in the business world states that people who are disgruntled with a company are likely to share their discontent with at least three more consumers. By honoring that request, you decrease the odds of negative comments about your company making the rounds.
Continued Engagement With Drip Campaigns
For those who respond in a way that indicates continued engagement is welcome, an automated email marketing approach can ensure they receive a limited number of followup emails. They still have to do with your business and the products offered, but they may take a slightly different tack. Doing so has the benefit of keeping your company name on the mind of recipients and providing additional opportunities to make more sales.
Who is included in the drip campaign? Anyone who buys a product is on the list. Those who follow links and sign up for a newsletter or other correspondence on your website also make the list. Even those who click on links that take them to your site pages and keep them there for a period of time may end up on the list.
These are only some of the ways that automating your email campaign strategy can pay off. Talk with an expert today and learn more about how the automation works. You may find that it’s an ideal fit for your business marketing strategy.