What is Email Marketing Automation?
Chapter 02: Benefits of Using Email Automation
75% of respondents to an Adestra survey agreed that saving time was the biggest benefit of marketing automation tools. Email marketing automation platforms in particular are a major contributor to those valuable time savings.
In fact, other automated email marketing software benefits include:
1. More personalization
Crafting personalized and highly-targeted email campaigns takes a lot of time and effort. That’s where email marketing automation comes in. These systems can track customer engagement across your content, build a campaign based on their observed preferences and provide content in which they would have already demonstrated interest, thus ensuring higher conversions and fewer unsubscribes.
2. Save time
Automated email marketing systems allow you to integrate their functionality with your current project management and CRM software, consolidating data in real time, which can then be used to send automated emails based on triggering events.
Email automation triggers include:
- Purchase is made
- Form is submitted
- Appointment is scheduled or cancelled
- Tag is added to a contact
- Invoice is sent or paid
- Quote is sent or accepted
Explore more email triggers with Keap’s Easy Automations.
3. Grow at scale
When your business’ capacity increases, an automated system can accommodate your growing needs without needing to hire new marketers to help pick up the slack.
4. Target customers
By using automated email follow up software, you have the ability to automatically segment your leads based on their interactions with your website and content at different times.
5. Stay in touch
Most email platforms support drip campaigns, another benefit of email automation which are essentially a series of emails that are automatically sent to recipients over a series of days or weeks. Creating a drip campaign can be an extremely efficient way to nurture leads and consistently remind them of the value you offer.
6. Create customer loyalty
Measure loyalty by tracking touchpoints and gaining feedback from customers on how they feel about your product/services throughout their journey. Use automation to determine who your brand advocates are and offer incentives to encourage referrals.
The best email marketing automation tools help you be consistent as you engage with your leads across many channels in real time. Sales email automation software can also help you stay top of mind for prospects, those who are most likely to purchase.
Chapter 04: 8 Automated Email Campaign Examples for Easier Marketing
With Keap’s Easy Automations and customizable advanced automations, setting up email campaigns takes just a few clicks.
Some examples of email marketing automation tool applications include:
1. Contact forms
Rather than making your customers wait for a response to their inquiry, you can leverage email marketing automation by generating responses to go out as soon as a customer completes a contact form.
How this automated email campaign works:
When: (Contact) form is submitted
Then: Send (Make an Appointment) email template
2. Repetitive requests
Sales email automation software handles emails that you find yourself typing over and over again. Instead, create a sequence of emails that automatically go out that cover specific information that may be important to customers.
How this automated email campaign works:
When: (Onboarding) tag is added
Then: Send (Getting Started Instructions) email template
3. Event workflows
You can use an automated email series to handle event registrations and attendee communication before, during and after an event. For example, you could set up emails to remind customers to attend the webinar and then send them the recording after the webinar.
How this automated email campaign works:
When: (Event Attendee) tag is added
Then: Send (Thank You for Registering) email template
...and: Send (Event Schedule) email template on DATE
...and: Send (Event Recap) email template on DATE
4. Abandoned shopping carts
When someone adds a product to their cart but doesn’t complete the purchase, you can trigger an email to remind them of their forgotten item. This email could even include a special coupon code to incentivize the customer to finish their transaction with free shipping, for example.
How this automated email campaign works:
When: (Abandoned Cart) tag is added
Then: Send (Forgot Something?) email template
5. Purchase reminders
For those businesses whose customers make purchases on a predictable cycle, like paying once a year on pet insurance, for example, enter past customers into an automated email series to remind them to renew their subscription on the anniversary of their initial purchase.
How this automated email campaign works:
Add a “subscription date” field to each contact.
When: One week before contact’s next (subscription date)
Then: Send (Subscription Renewal Reminder) email template
6. Promotional emails
Promotional emails get the word out about a new promotion, service, or product to your current customers, new leads, or email subscribers. They are great for sharing limited time offers and new product launches.
How this automated email campaign works:
Schedule a 3-part automated email series to send to a contact list segment.
When: On a specific date
Then: Send (Promo #1) email template (repeat for next two emails)
7. Transactional emails
These pragmatic emails confirm specific interactions with a brand, and the recipient expects to receive them. These include receipts of purchase, notice of shipment, welcome emails, password resets, account alerts, etc.
Because there are so many possible use cases for transactional emails, email marketing triggers for this example will vary.
8. Welcome emails
A welcome email, the message sent after someone signs up for your email list, reaches subscribers at the time they’re most interested in hearing from your company and can [capitalize on an opportunity ](https://keap.com/resources/email-marketing)when they're most interested in hearing from you. Automate email replies to any new contact easily by setting a form submission as the trigger.
How this automated email campaign works:
When: (Newsletter Sign Up) form is submitted
Then: Send (Welcome Aboard) email template
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