Even in today’s dynamic market, email marketing continues to be one of the highest-performing marketing channels. This is due to its incredible versatility and simplicity as a marketing tool. Plus, the inbox is often the closest you can get to your customers and/or leads.
Still, email campaigns can be difficult to manage without help from automation. This is especially true as your list grows and you start working with segments to appease each user’s individual needs.
But what exactly is email automation? And does it work for small and medium-sized businesses? The world of business automation is diverse and continues to grow, so almost anyone can find the right tools regardless of size and number of employees.
These tools help automate redundant tasks that are often done manually and take time and effort.
In the case of email automation, once the system is set up, it will work by itself when a specific trigger is activated by a customer’s behavior.
For instance, you can set a trigger for new subscribers, where the system will send out a welcoming message with an attached discount or free guide. This way, every new subscriber will receive a specific email, tailored to their situation, which adds to the overall user experience.
Now that you know a bit more about email automation, let’s have a look at how you can use this tool to improve your sales.
Depending on your industry and niche, it can cost your business anywhere from five to 25 times more to acquire a new customer than to retain an existing one. When you do the math, it checks out – a customer who already paid for one of your products or services is a fact. On the other hand, finding a new customer takes time and resources.
Following this logic, if you manage to keep your existing customers happy, it should be easier to boost sales. And marketing automation can help you do just that by establishing a long-term connection with each one of your clients and making email campaign planning easy.
It all starts with a welcome email when they first subscribe to your emailing list and moves on from there. To make them feel seen, it’s important to send out personalized emails and offers, without becoming an annoyance to their inbox.
According to HubSpot’s State of Marketing Report for 2021, 76% of companies report using automation in 2021. This means that some of your fiercest competitors are already using (and mastering) email marketing automation. And, in the case of those who aren’t, you get a competitive advantage.
Plus, if you plan on growing your business, automation needs to be part of your plan. An email sent at the right time can make the difference between a customer and a visitor. For instance, if your welcome email also includes a discount code, chances are the receiver will be more interested in making a purchase.
Also, automated tools can keep accurate track of the state of your customers and leads (active, interested, inactive, and so on).
Most entrepreneurs and small business owners don’t have the financial power to support a generous marketing budget. But if you optimize your use of resources, you can still achieve your greatest goals on a small budget.
This is where automation helps because it takes over manual tasks and performs them at a significantly lower cost and increased accuracy. Also, it eliminates human error, which can be a negative factor when it comes to customer experience.
Plus, an email automation system that’s well set up doesn’t need much human supervision. This means you can trust the system and work on other important tasks that require your full attention. The same is true for the staff you had doing manual emailing tasks before automation implementation.
To increase sales, you need customers or leads who might be interested in your current offer to be aware of it. This is usually done via a well-planned marketing campaign that often includes emailing as one of the main communication channels.
When using email automation, you also have access to a plethora of intrinsic data (social status, purchasing habits, demographic data, income bracket, and more) that give you insight into what customers and leads expect from a brand like yours.
As a result, your marketing strategies will be more accurate and better designed to respond to people’s real needs.
Email automation is a great tool that can help businesses increase customer retention and loyalty, gain a competitive advantage, and save resources. Plus, these tools are constantly gathering data that can provide a better picture of your audience’s profile.
But you shouldn’t stop at emails – business automation comes with a huge set of benefits that are hard to ignore, especially in a dynamic market where users don’t lack options.