Why is Email Marketing Automation Important?

Written by

Vikas Bhatt

email marketing automation - onlyb2b blog

Email marketing might be an old marketing method but it still continues to be one of the most effective channels for promoting your business today. Email marketing automation is simply an evolution of email marketing that has proven to make email campaigns a huge success in the past.

While stand-alone campaigns and newsletters will continue to have their place in your email marketing strategies, the smarter companies are beginning to set up automated email campaigns that trigger off based on a user’s actions.

The reason? Well, it’s simple. Automatic emails are personalized, relevant as well as hyper-relevant to your target readers. As a result, these emails are being clicked and opened more frequently thereby driving visits and revenue to your business.

Sounds great, doesn’t it? Well then keep reading. We are going to dive in deeper and explaining to you, in this article, the importance of email marketing automation and why you should use this in your own business for growing your revenue.

Email Marketing Automation

An automatic email campaign is set up just once, as opposed to one-off campaigns and newsletters that you create and send out to a list of people at once. This automatically sends emails to an individual when that particular person meets specific criteria.

Must Read: 5 Common Demand Generation Plan Problems to Avoid

For example, imagine that you work for Facebook and you need to send an email to someone who signs up for an account. This will be a welcome email from Facebook that will show them how to start adding friends, uploading pictures, updating status, etc. in order to get them to become a regular user.

If you decide to manually create and send each and every email campaign to every person signing up on Facebook, it will be a huge waste of time. To get rid of this, you can set up an automated welcome email that will be sent to the person who signs up for Facebook.

This is the beauty of email automation, you can set up an email just once and the email will be sent to the people who continue to meet the trigger that you have defined. You don’t even have to lift a finger to send these emails. It automates your marketing essentially for you.

Grows Your Business

Since automated emails are sent out on a basic action and trigger system, it limits the number of actions that you can do by your business and creativity needs. But if you plan out the campaign well, it can benefit you and can result in the growth of your business. You need to make slight alterations as and when required.

Welcome New Subscribers

As per a study, around 96% of the visitors on your website aren’t ready to buy, yet. But, these people have shown some interest in what you have to offer. They become perfect candidates for you to continuing conversing with them to try to get them to buy from you in the future.

One of the best ways to do this is to urge them to subscribe to your email list. Since subscription to your email list requires a small conversion action than handing out the actual money to purchase from you. Therefore, such people are much likely to subscribe.

Once they subscribe, you can use these automated email campaigns to welcome them to your email list and offer a special offer for all the subscribers which can compel them to make the purchase.

Such kind of automatic welcome emails are easy to set up and can be done just in a few minutes. All you need to do is add an email subscription box to your website that adds the people to a list in the email marketing tool that you have chosen and then set up an email to be sent whenever a new persons join that particular list.

Must Read: Quick Guide: Retain Customers with Demand Generation Strategies

Increase Usage of Product

A lot of online applications use some or the other kind of free trial period for getting on-board some potential customers to try your product and then ultimately become a customer that pays.

However, before people think of transiting into a paying customer they are required to know the value of your product during the free trial period else they will not be willing to pay for it.

Therefore to encourage people to progress through these conversion steps and realize the true value of your product, you need to use a series of automated emails that goes out to people who create an account.

Nurture Your Leads

According to a study, at least 50% of the leads that are generated by the companies are qualified (Marketing qualified or Sales qualified) but aren’t ready to make the purchase. The main challenge with this is the process of helping the leads to move ahead and purchase the product without wasting a lot of time on them.

The solution? Using automatic lead nurturing emails can be of great help.

If you are using a CRM software to manage your sales as well as leads, you can tag particular leads that require nurturing and then use tools like Zapier for integrating such quality leads with your email marketing automation system.

From here you can send across a series of email marketing automation messages over the time that will educate your audience regarding the benefits of your products and how they can benefit from them.

You are likely to have more and more things that are competing for your time and resources, which are already limited, as a marketer. However, of all the opportunities that are present with you for growing your business. Email marketing automation still remains as the most impactful strategy.

Setting up automated emails can help you drive results without wasting a major chunk of your valuable time and resources over and over again. We, therefore, recommend that you take some time out and implement email marketing automation in your business. There are numerous tools that make it very simple for you to set up an automated email campaign which can help you drive revenue for your business in the years to come.

Must Read: The do’s and don’ts of email marketing


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