We all strive to increase the open rate of emails and the click rate on the links contained in those emails. Email marketing with Email Automation is a great lever for increasing sales.
According to the Epsilon Email Institute, automated emails generate a 70.5% higher open rate and 152% higher click-through rate than standard marketing messages.
Wondering how to create automation sequences from these emails?
In this post, I’m going to share with you the 3 most popular Email Automation marketing scenarios, and how you can use them for your business.
What is email automation?
Email automation refers to software that would automate your repetitive marketing tasks such as email, social media, and others.
Email Automation Software:
- Saves you time
- Manages multiple channels (website, CRM, email, etc.)
- Create personalized communication scenarios
Your marketing automation is driven by sets of instructions called scenarios.
Why you should automate your emails
In the context of marketing automation, email automation consists of creating relevant and personalized emails for individual contacts, to be sent according to a deadline and user action defined in advance.
For example, when you subscribe to a blog newsletter, the act of subscribing triggers a welcome email to be sent to your inbox.
Why do you need email automation?
Email is an effective method of connecting with your prospects. Drip emails are a way to build long-term relationships with your subscribers by providing them with relevant content at the right time.
Email automation offers many possibilities for personalizing email content, but on a large scale.
Finally, your email automation system is a kind of mini CRM. This is the place where you manage your email list and keep things organized.
Without automation software, you would keep your contacts in Excel sheets (I’m hardly exaggerating). How do you want to handle things this way in 2019?
Enough with the introduction, let’s move on to the 3 most popular email automation examples.
1. Engage your new subscribers with a welcome email
Welcome new subscribers to your blog with a welcome campaign. This is an opportunity to take advantage of the enthusiasm and curiosity of new subscribers. It is a must.
A welcome email campaign is great because:
- You and your followers can learn from each other.
- It builds momentum and entices new readers to access your old content.
- This allows you to maintain the engagement and interest of your subscribers for longer.
In the first email of your welcome campaign, you should introduce yourself or your business. Talk about your brand’s story.
Most new subscribers to your newsletter are only familiar with new articles on your blog. This is what triggered the subscription. In the second email, you can share your old posts to showcase some of your older posts.
Over time, this recent interest in your site will start to wane, so you need to build on that initial momentum. A few days later, you send 3 rd email, which links will be based on previous interactions, even customizing a little more experience.
2. Maximize your leads with a conversion funnel
Say you are selling a product. One of the solutions, provide an ebook, free in exchange for an email address (or with a simple optional registration proposal, GDPR obliges…).
But if you collect email addresses and only send the download link in one email, you’re not getting the most out of your leads.
The first email in the sequence should contain the ebook download link of course, and I recommend adding a brief intro to your brand.
In the following emails, you should provide more content on the topic of your ebook. These could be blog posts, podcasts in the same topic as the content your subscriber uploaded. Write a few catchy phrases in the emails and put a call to action with a link to the content.
A few days later, you will send an email with a call-to-action to the product you are selling. Bingo!
3. Help the lost sheep find the fold
Email automation is not always encountered when signing up for a newsletter or after requesting an ebook. It is possible to send an email to a customer who, for one reason or another, abandoned his cart when checking out.
It is an email that, if done well, can be very effective!
And if it does not work on the first shipment, you can, a few days later, come back to the load with why not, a small reduction coupon …