Mastering Automated Email Marketing: A Comprehensive Guide

Posted by Prospero Team | December 16, 2024 | email marketing,
Mastering Automated Email Marketing A Comprehensive Guide

Email marketing automation may sound super technical, but it can make a world of difference if you want to connect with your audience without spending all day glued to your computer. 

Maybe you’re running a small business, or perhaps you’re handling marketing for a larger company. Either way, setting up an automated email marketing workflow can save you time and even help boost sales. Read on to find out how you can set up a workflow that works for you.

Recommended Read: How to Write an Email Marketing Proposal + Template

What is email marketing automation? 

To put it simply, email marketing automation means you can send emails automatically to the right people at the right time. This is based on actions they’ve taken or certain criteria you’ve set up. 

Imagine someone signs up for your newsletter. A classic sales strategy for small business is to email them right away. But instead of manually sending a welcome email, your automation tool handles that for you. Essentially, think of it as an email system that runs in the background while you work on other things.

benefits of email automation automated email marketing

Image sourced from moosend.com

Benefits of email workflow automation

Now you understand what email marketing automation is, you might be wondering about the benefits. So let’s dive in. 

Saves time and resources for marketing initiatives

Most of us wish we had a few extra hours in the day. If you’re spending too much time on emails, marketing automation can free some up. Once you’ve created a workflow, it runs on autopilot. 

That means you don’t have to worry about manually sending emails or constantly checking in to make sure everything is running smoothly. Your marketing team can focus on bigger-picture ideas and leave the day-to-day emailing to your automation software.

That also means your email marketing has a better return on investment (ROI), as less time and resources are being wasted on tasks that could be automated. 

Personalizes audience communication

We all like feeling special, right? Well, so do your customers. Automation lets you send personalized messages based on things like their behavior and interests. 

Marketing automation platforms also help you segment your email list so you can set up and send targeted messages on the fly. These feel much more personal than a generic “Hey, customer!” email.

Increases customer engagement and loyalty

The more relevant and timely your emails are, the more likely people are to read them and take action. This might include reminding someone about an abandoned cart or sending them a special birthday offer. 

Essentially, automated workflows help you stay connected in a way that feels natural, not forced. This keeps customers coming back and can even build a sense of loyalty, as customers are getting relevant emails rather than mass marketing messages.

marketing email open rates statistics

Image sourced from tidio.com

Improves conversion and sign-up rates 

When you’re sending the right emails at the right time, those click-through and conversion rates are likely to go up. Automated emails can guide potential customers through their journey. They’ll start as a curious website visitor, but well-timed emails can turn them into a loyal buyer. 

This could mean nudging them with a product recommendation or providing that final push to complete a purchase. You don’t have to do any of this manually—automation can send these alerts at the expected points in the customer journey.

Gathers valuable data insights for further marketing

Your automation tools will also give you information on how people interact with your emails. These insights typically cover whether they’re opening your emails and clicking on your links. 

Insights like these are marketing gold. You can use this data to improve future campaigns and adjust your messaging.

How to create an automated email marketing workflow

Now you understand why automated email marketing is so useful, you’re probably itching to get it set up. This step-by-step guide has you covered. 

Choose the right email marketing platform

First, you need a solid email marketing platform to run your automated workflows. The good news? There are plenty of platforms out there, like Mailchimp and Hubspot. 

In fact, there are so many that you might get overwhelmed. The key is finding the one that fits your business.

Start by thinking about what you want your platform to do. Does it need to handle complex automation sequences? Should it integrate seamlessly with your CRM or eCommerce platform? Look for features like advanced segmentation and in-depth analytics. You also want a platform that’s scalable. 

Cost is another important factor. Some platforms offer free or low-cost plans for smaller businesses, but advanced options usually come at a premium. Take the time to demo a few platforms and make sure you’re comfortable navigating them before making a final decision.

Image sourced from mailmunch.com

Establish email marketing goals and objectives 

Now that you’ve picked a platform, it’s time to nail down what you want to achieve with your email marketing campaign. Are you looking to increase sales, boost engagement, generate leads, or simply keep your audience informed? 

Your goals should be as specific as possible. For example, instead of saying, “I want more sales,” you might aim to “increase sales by 10% in Q4 via a targeted email campaign.” If you want more engagement, your goal could be “increase email open rates by 15% within six months.” These specific goals give you something to measure success against. 

Keep in mind that your goals will also shape your email content and frequency. For example, a sales-driven goal might mean more product-focused emails, while an engagement goal could inspire educational content or personalized recommendations.

Build and segment your email list based on relevant criteria

Your email list is one of your most valuable assets. That said, it’s not just about the number of subscribers you have—it’s also about who they are and what they need. 

List segmentation is a must if you want to send emails that actually click with different groups in your audience. Try to think about how you can break down your list into segments. This could be based on demographics like age and location, behavior like purchase history or website activity, or engagement level (e.g., how often they open or click on your emails). 

If you run an eCommerce store, you might have a segment for new subscribers, and another for repeat customers, plus a third for those who haven’t purchased in a while. On the other hand, if you’re in the B2B space, you might segment based on industry or the stage customers are at in the sales funnel. 

Image sourced from namogoo.com

Design and write emails tailored to each segment

Now you’ve got your segments, it’s time to get creative and craft emails that speak to each group. 

Start by thinking about what each segment cares about. What problem are they trying to solve? What would grab their attention? 

For example, a new subscriber might appreciate a welcome series that introduces them to your brand and offers a first-time discount. Whereas a repeat customer might respond well to an exclusive sale or a personalized product recommendation based on their past purchases. 

You must include strong subject lines if you want to entice recipients to open your email. You should also keep your email design clean and mobile-friendly, as many of us check our email on our phones. 

And finally, don’t forget to include a clear call-to-action (CTA) that directs your readers to what to do next. That could be making a purchase or clicking through to a blog post on how to record a phone conversation or a webinar on expanding their business. 

Create a workflow map for a clear execution plan

A good email marketing workflow isn’t just a collection of random emails. It’s a specific, well-thought-out sequence made to guide your audience toward a specific action, like making a purchase. It’s like a road map that shows your customer’s journey and how your emails will move them along that path. 

Start by outlining the trigger events that will kick off your workflow. Subscribing to your email list might trigger a welcome series, while making a purchase could trigger an order confirmation followed by a thank-you email and a follow-up for product reviews or related items. 

Each workflow should have a clear goal, too, like nurturing leads or re-engaging inactive customers. You could also create a visual representation of your workflow so you can see how each email connects to the next. This will help you stay organized and make sure that every email serves a purpose.

Test and optimize your workflow for improved results

You’ve set up your workflow, but your job doesn’t stop there. Now, it’s time to test and tweak your emails to make sure they’re performing their best. 

A/B testing (also called split testing) is a great way to find out what works and what doesn’t. You can test different subject lines, email designs, copy, or even the timing of your sends. 

For example, does a subject line with an emoji get more opens than one without? Does a clear, direct CTA get more clicks than a softer, subtler one? Testing gives you the data you need to improve your emails for better results. 

Keep an eye on key metrics like open rates and click-through rates, as well as those all-important conversions. You should look at unsubscribes, too—if a particular email causes a lot of people to leave your list, it’s worth investigating why. 

Conclusion

Email marketing automation is all about working smarter, not harder. 

Setting up a well-thought-out workflow will help keep your audience engaged and save you tons of time. Just remember to keep refining and optimizing as you go—your email marketing tactics can always get better.

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