Electronic mail advertising is a extremely efficient technique to generate leads and nurture prospects into clients. Actually, Nielsen’s Annual Advertising 2023 Report states that 50% of marketers understand e-mail as a extremely efficient channel.

With the suitable instruments and methods, email marketing automation might help take your online business to the subsequent stage. Based on Mailmodo’s 2023 State of Electronic mail Report, 50.8% of brands noticed a 2X enchancment of their e-mail advertising ROI in 2022.

On this information, we’ll cowl 6 suggestions that will help you create an efficient e-mail advertising automation technique that drives outcomes.

What’s e-mail advertising automation?

Electronic mail advertising automation is utilizing software program to automate repetitive duties which are important for participating subscribers. Some duties you’ll be able to automate embody responding to buyer questions, sending common newsletters, and following up with unengaged customers. 

With email automation, you’ll be able to:

  • Qualify leads based mostly on their stage of engagement.
  • Nurture prospects into clients with useful content material.
  • Welcome new subscribers with onboarding emails.
  • Comply with up with viewers who attend your dwell webinar.
  • Reengage clients who cease opening your emails.
  • Comply with up with consumers who added merchandise to their procuring carts however didn’t full their buy.

Advantages of e-mail advertising automation

With an e-mail automation platform, you’ll be able to streamline the advertising course of and enhance the standard of buyer interactions with related, focused communications. You’ll be capable to present a smoother buyer journey and switch potential clients into model ambassadors.

With that in thoughts, let’s have a look at three key advantages of e-mail automation:

It boosts your ROI and income

An e-mail automation marketing campaign is a incredible device for rising income. It’s truly more practical than some other advertising channel, with a return on funding (ROI) of $38 for every dollar you spend, in keeping with a Barilliance examine. 

Electronic mail my cart campaigns have the very best ROI, incomes 168% greater than the common triggered e-mail marketing campaign.

It helps you keep current clients

Every buyer is exclusive and needs tailor-made options out of your firm. With advertising automation instruments, you’ll be able to section subscribers and provide them the related and personalised options they search. 

While you give clients what they need, they’re extra inclined to maintain doing enterprise with you.

It saves time and boosts your group’s productiveness

Automated e-mail campaigns let your advertising group full extra duties in much less time. For instance, you’ll be able to automate 1 e-mail to ship to all prospects as an alternative of manually delivering 100 and even 1,000 particular person messages. 

This provides you extra time to give attention to different features of your advertising campaigns, resembling buyer relationship constructing.

Electronic mail automation suggestions

  • Select e-mail advertising automation software program with focused options.
  • Section your audience.
  • Personalize your e-mail advertising campaigns.
  • Use AI to plan and develop your campaigns.
  • A/B check your e-mail campaigns.
  • Monitor and measure your e-mail advertising metrics.

1. Select e-mail advertising automation software program with focused options

Based on HubSpot’s 2023 State of Advertising report, efficient entrepreneurs are 46% more likely to make use of automation than these with ineffective methods.

The Litmus State of Electronic mail report additionally shares that 82% of marketers use automation for triggered emails, 67% for drip campaigns, and 56% for segmentation.

This implies the suitable advertising platform might help you construct e-mail campaigns that apply greatest practices to yield optimistic outcomes.

For instance, OTUS, an academic platform for IT specialists, elevated gross sales from emails by 200% in 1 12 months utilizing automation.

OTUS used GetResponse’s automation, segmentation, and tagging options to create 29 distinctive automation workflows and group customers by areas of curiosity. In consequence, it may ship emails with related content material and boosted its open charges from 17.6% to 30% in simply 6 months.

OTUS increased sales from emails by 200% in 1 year using email automation
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Some key components to have a look at when choosing an e-mail advertising platform embody:

  • Superior automation instruments that will help you interact subscribers with personalised affords and content material throughout all related channels.
  • Excessive e-mail deliverability to make sure your emails attain subscribers’ inboxes.
  • Knowledge safety to maintain your clients’ particulars protected.
  • Buyer help in actual time so you may get assist once you want it.

GetResponse MAX checks all these containers, making it among the best advertising automation platforms obtainable. 

GetResponse MAX’s key email marketing feature
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GetResponse MAX’s key options embody:

  • Electronic mail and SMS automation with visible workflow builders
  • 99% e-mail deliverability charges
  • Excessive stage of safety with firewalls and 24/7 monitoring
  • Devoted Buyer Expertise Supervisor to assist with the day by day operations of your account
  • AI Electronic mail Generator with GPT expertise
  • AI product suggestions
  • Versatile phrases and cost choices

2. Section your audience

Electronic mail segmentation is dividing your subscribers into distinct teams (aka segments) based mostly on particular traits, resembling buy habits, pursuits, or demographics.

For instance, Submission Technology, a lead technology company, segments its clients and persistently will get excessive engagement charges from its emails. 

In certainly one of its email marketing campaigns, the model grouped its clients by gender and noticed distinctive opens of 27.58% for females and 23.49% for males. That’s 50% greater than the business normal for females and 28% greater than the usual for males. 

Right here’s what the emails regarded like:

Submission Technology email segmentation by gender
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On high of excessive engagement, different advantages of e-mail segmentation embody:

  • Greater inbox placement fee: Electronic mail segmentation helps you ship related content material to subscribers, which ends up in elevated engagement. Because the metrics enhance, web service suppliers (ISPs) will enhance your e-mail popularity rating. In consequence, ISPs will ship extra of your messages to subscribers’ inboxes.
  • You should utilize the segmented knowledge in different advertising campaigns: You’ll be able to combine your e-mail automation platform with customer relationship management (CRM) software. That method, you should use your segmented knowledge to ship personalised content material to subscribers on different advertising channels, resembling social media and SMS.

3. Personalize your e-mail advertising campaigns

Based on a McKinsey report, 71% of customers count on you to present them personalised interactions. And greater than two-thirds will change into annoyed in the event you don’t ship.

To that finish, you’ll be able to personalize your e-mail advertising campaigns by:

  • Including worth to your topic traces.
  • Personalizing the e-mail physique.

Add worth to your topic traces — not generic personalization techniques

Mailmodo’s 2023 report reveals 47.4% of surveyed entrepreneurs used topic line personalization techniques in most e-mail campaigns. Nonetheless, our 2023 Email Marketing Benchmarks report reveals this technique not works.

For instance, personalised topics had an open fee of twenty-two.17%, whereas the speed for non-personalized topics was 28.89%. 

On high of that, the click-through fee (CTR) of emails with non-personalized topic traces was nearly 2X greater than these with personalised topics (2.49% vs. 1.29%).

Most recipients acknowledge generic personalization techniques like “[firstname] Declare your provide right now.” That’s why these techniques are failing.

As a substitute of simply recognizing their first names, give recipients a cause to open the message. Spotlight the worth they’ll get within the e-mail, resembling a particular provide. You also needs to A/B check your topics to seek out the most effective model and apply it to your campaigns for higher outcomes.

Personalize the e-mail physique

Based on our 2023 benchmarks report, personalised e-mail our bodies have greater open charges (30.26% vs. 26.55%) and CTRs (2.7% vs. 2.1%) than non-personalized our bodies. Additionally they have a decrease bounce fee (2.41% vs. 3.62%).

A super technique to personalize your emails is to match your subscribers’ must your options. For instance, you should use AI-driven product recommendations to personalize your affords based mostly on every buyer’s wants, preferences, and habits. 

 Benefits of AI product recommendation
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You’ll be able to then recommend the companies and merchandise they’re almost certainly to purchase and enhance engagement and gross sales. 

4. Use AI to plan and develop your campaigns

AI can carry out many e-mail marketing-related duties at scale due to its sturdy capabilities. These duties embody writing topic traces, drafting copy, and enhancing e-mail deliverability.

As an illustration, GetResponse MAX’s AI Email Generator helps you create glorious copy and provides you concepts you’ll be able to add to your e-mail advertising methods. 

You present key phrases and choose your tone, design, and business. After that, your AI-generated e-mail will likely be prepared in seconds.

Benefits of GetResponse MAX’s AI Email Generator
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You can even use AI to do the next:

  • Personalize your emails with AI-driven product suggestions: As talked about earlier, you should use AI to find every buyer’s preferences, wants, and habits. Then, you’ll be able to personalize your affords to spice up gross sales and engagement.
  • Analyze buyer knowledge to remain forward of rivals: L’Oréal analyzes millions of images, videos, and online comments using AI to establish traits earlier than its rivals take discover. In consequence, the model can develop on-trend merchandise and incorporate the phrases at the moment participating customers into its on-line advertising technique. You can even use AI to implement such techniques and keep forward of your rivals.
  • Maintain your e-mail checklist wholesome: AI can clear up your e-mail checklist mechanically and replace e-mail addresses, contact numbers, and different info. This protects you the effort of manually going by means of the checklist to take away inactive contacts.

5. A/B check your e-mail campaigns

A/B testing means sending one e-mail model to a bunch of your audience and one other model to a second group of the identical viewers. 

The variant that receives essentially the most opens, clicks, or conversions will assist you recognize what your viewers needs so you’ll be able to apply these outcomes to future emails.

Some parts to check embody:

  • From identify
  • Topic
  • Preheader
  • Electronic mail design
  • Electronic mail copy
  • Name to motion (CTA)
  • Electronic mail frequency

For instance, Mobile Fun used GetResponse to automate its processes, section its subscriber lists, and run A/B checks to ship focused newsletters to its world viewers.

The model split-tested two campaigns and bought the next outcomes:

  • Variant A’s open fee: 11.69% 
  • Variant B’s open fee: 12.37%

After adjusting its e-mail campaigns, the successful marketing campaign’s opens shot to 49.17%. 

Recurrently A/B testing your emails permits you to focus your advertising finances on campaigns that hit the goal as Cell Enjoyable did.

6. Monitor and measure your e-mail advertising metrics

Monitoring your e-mail advertising metrics — like opens, clicks, and unsubscribes — helps you higher perceive how clients interact together with your content material. 

With out monitoring these metrics, you gained’t know in case your advertising efforts are paying off. You additionally gained’t clearly perceive how your e-mail content material resonates with recipients. 

That stated, privateness options, such because the Apple Mail Privacy Protection (MPP) coverage, have led to unreliable and typically inflated open charges. That’s why it’s best to use metrics just like the conversion fee to measure your e-mail advertising success. 

Nonetheless, a rise in opens additionally may present improved engagement with subscribers, so it’s best to nonetheless monitor this metric. 

You’ll be able to enhance your e-mail opens by:

  • Testing your topic traces’ size, tone, and content material.
  • Optimizing your preheader text.
  • Testing your sender identify and e-mail handle (e.g., CEO’s identify vs. firm’s identify).
  • Testing the ship time and ship day (e.g., day by day vs. weekly).

You can even enhance your CTR by:

  • Having fewer CTAs. Select one or two main actions you need recipients to take after opening your e-mail.
  • Not burying your CTAs. Make them seen and accessible in order that they stand out. Use textual content decorations or a special background coloration behind the CTAs and place them prominently.
  • Spicing up your copy through the use of personalization and specializing in the worth your clients will get out of your choices.
  • Creating stronger segments so you’ll be able to provide recipients related content material.

You’ll be able to lower your unsubscribe fee by:

  • Bettering your signup course of.
  • Nurturing new contacts together with your greatest content material.
  • Determining when and why individuals unsubscribe.
  • Letting your subscribers select when to listen to from you.

Electronic mail advertising automation examples

Often, we ship various kinds of emails when working advertising campaigns based mostly on the place clients are within the gross sales funnel. 

Listed below are 6 of the commonest automated e-mail sequence:

1. Welcome e-mail

A welcome email is the primary e-mail you ship to a subscriber. So it’s probably the most vital messages you’ll ship in your advertising campaigns. Our 2023 benchmarks report reveals these emails have 3X extra opens and click-throughs than common newsletters.

Welcome emails set the expectations to your relationship with new customers. And you should use them to share essential hyperlinks, inform your model’s story, or spotlight what makes your online business distinctive. 

Right here’s an instance from our personal Content material Workforce:

GetResponse’s welcome email
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The e-mail is temporary and tells new subscribers precisely what they’ll get from the GetResponse group — skilled insights from our high authors. It additionally provides related hyperlinks to important guides that may assist the recipient get began with e-mail advertising campaigns. 

The picture of the Content material Workforce waving provides off a pleasant vibe, making recipients really feel way more at residence.

2. Deserted cart restoration e-mail

You usually ship deserted cart emails to clients who’ve added objects to their procuring carts however haven’t checked out. The e-mail acts as a pleasant reminder to consumers who could have change into distracted and forgot to finish their buy.

Abandoned cart emails are an efficient customer retention tactic ecommerce companies use to spice up income. Based on Barilliance, these emails have a excessive conversion rate of 18.54%.

With that in thoughts, let’s have a look at an instance from Casper

Casper’s cart abandonment recovery email
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The catchy, playful headline “COME BACK TO BED” attracts the shopper in. The e-mail is simple to learn, with a transparent CTA button that directs consumers again to the checkout course of. The model additionally provides a buyer testimonial to spice up credibility and present that its merchandise are value investing in.

3. Order affirmation e-mail

An order affirmation e-mail is a transactional message despatched to clients after they buy a product out of your on-line retailer. The e-mail accommodates the patron’s affirmation particulars, together with the estimated supply date, the acquisition whole, and what they purchased.

Like most transactional messages, order affirmation emails preserve your clients within the loop, and each shopper will count on to obtain one after making a purchase order.

Right here’s an instance from Asos:

Asos’ order confirmation email
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This e-mail is straightforward and simple. It thanks the shopper for buying the merchandise and skips to the order affirmation particulars. 

The e-mail supplies all the required info, together with the merchandise purchased, the estimated supply date, and the gathering handle. In consequence, the recipient can instantly verify and proper any particulars if their order doesn’t look proper.

4. Re-engagement e-mail

Re-engagement emails are messages despatched to subscribers who’ve stopped participating together with your model. They’re additionally referred to as reactivation or win-back emails.

A reactivation e-mail has two objectives: Persuade inactive clients to proceed opening your emails or take away them out of your e-mail checklist to maintain it wholesome.

Right here’s an instance from Animoto, a cloud-based video creation service:

Animoto’s re-engagement email
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Animoto asks its subscribers a easy query: Do you continue to wish to hear from us? 

The e-mail focuses on permitting the unengaged person to replace their e-mail preferences utilizing a outstanding CTA button that takes them to the choice middle.

5. Product assessment e-mail

Overview request emails are despatched to shoppers to ask for suggestions on a model’s services or products. 

There are various the explanation why it’s best to request evaluations out of your clients. 

First, a 2023 BrightLocal report shares {that a} large 98% of consumers a minimum of often learn evaluations when in search of native companies. The identical report additionally reveals 81% of shoppers are doubtless or extremely prone to go away a optimistic assessment in the event that they really feel you went above and past to ship an distinctive expertise.

In consequence, in the event you give attention to giving clients what they need, optimistic evaluations will be free advertising to your model

Right here’s a superb assessment request instance from J.Crew:

J.Crew’s product review request email
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J.Crew’s e-mail is simple. Its headline — “So… Did You Love It?” — conveys a heat and welcoming persona and a lighthearted tone.

The model can be inventive with its incentive. As a substitute of the common low cost that the majority corporations provide, it tells clients that their evaluations may find yourself on J.Crew’s web site. The message ends with a pleasant, “You’re the most effective,” to additional encourage recipients to present suggestions.

6. Anniversary e-mail

Anniversary emails are automated messages despatched to clients to rejoice the day they made their first buy. These emails goal to extend buyer retention and encourage subscribers to buy extra.

They usually have personalised affords, resembling coupons or reductions, to spice up open and click-through charges.

Right here’s an instance from Busuu:

Busuu’s anniversary email
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Whereas most manufacturers rejoice their clients’ anniversaries after a 12 months, Busuu took it to a special stage by sending an anniversary e-mail after solely three months. 

The model additionally affords a excessive low cost (60%) on its premium plan, including extra incentive to click on by means of and make a purchase order.

Ultimate ideas: 6 tricks to construct an e-mail advertising automation technique

Electronic mail automation saves you time and boosts your group’s productiveness and effectivity. In consequence, your group can use that point to take care of clients and different duties that want extra consideration. 

Automated campaigns additionally enhance your ROI and income and assist you retain clients by supplying you with the advertising instruments you must consistently interact them.

To get essentially the most out of your campaigns, you want an e-mail advertising automation software program like GetResponse MAX that may assist you automate your processes and develop your model. 

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