9 Best Email Automation Hacks
Email Automation is the technology by which a process of email delivery is performed with minimal human intervention.
With improved efficiency, reliability, and speed, these emails are triggered automatically and sent to the individual subscribers based on their specific actions on your website or as per your pre-defined time gap schedule.
During 2020, four billion people used email and it will grow to 4.6 billion in 2025. As per global research, 35% of marketers send their customers 3-5 emails per week, and 78% of marketers have seen an increase in email engagement over the last 12 months.
With growing online traffic & a rapidly increasing number of online shoppers, you need email automation. To manage your growing customer data and effortlessly process scheduled email distribution to reach your target audience at the right time.
Now, let's unleash the powerful traits & hacks of email automation.
What is Email Automation?
Personalized emails are sent to your customer or prospect automatically as he meets a certain already programmed trigger. Welcome email or thank you email is automatically sent whenever a new prospect joins the “Signups” list.
An automated email is triggered in direct response to an individual subscriber’s specific actions and helps you establish connections with that new subscriber with ease.
Likewise, action-triggered emails, time-triggered emails can also be automated like milestone emails or festival wishes emails that will automatically be delivered to the uploaded email list.
9 Best Email Automation Hacks
Email List Segmentation
When email subscribers are divided into smaller segments based on a variety of set criteria or characteristics such as age, gender, location is called segmentation. By doing the segmentation more targeted unique messages can be sent to each group with the same traits.
The marketing process to create personalized emails for better targeting and more relevant engagement is called email personalization. Rather than sending a generic message to the entire email list, emails are individually personalized with the subscriber’s names mentioned in the content.
Emails sent should not sound robotic, use language that is human. The audience feels motivated when he is targeted with empathy and a polite tone through emails. Don’t always push for sales, the use of persuasive language compels the audience to stay connected.
To establish the highest open or engagement rate through your email create a copy that engages the audience gives value to them and convinces them to move further in the sales funnel. Check that data and information you are sharing in your email are factual and accurate.
Feed the informative content to your subscribers that fulfill their needs, answer their queries and provide a better solution than your competition. Text, visuals, videos all are part of high-quality content.
Give value to your audience by making your offers direct, compelling, and actionable to motivate your audience to take actual steps toward becoming your customer. Your offers shall always prompt an immediate response from your audience and also encourage them for an immediate buy.
A call to action (CTA) is an essential part of any email content, with the primary goal to attract customers call to action should be created with care. Give your audience a genuine reason why they should take the desired action as required by you.
Clear and prominent CTA tells the user what exactly they have to do by providing a clear value proposition or a clear benefit.
Process of comparing two versions of the same email at the same time. Comparing two versions of an email against each other to determine which one performs better, the difference in performance gives an idea to the marketer with which email campaign he has to continue or leave.
Experiment with two or more variants of a page to gain valuable insights and to make decisions for your future advertising campaigns.
When the content responds or adapts based on the size of the screen automatically and changes to fit the device is called responsiveness. In mobile responsiveness, the email campaign changes the layout to offer an experience based on the mobile device.
74% of smartphone owners use their devices to check their email, so the mobile-first approach is very important while creating your email campaigns.
Make Sure You Measure
Tracking and evaluating email marketing performance brings understanding and insights that are vital for measuring the effectiveness of your email campaigns. Make sure that your email is optimized for conversions by following all the points mentioned above.
Now, let’s take a look at the top email marketing metrics you’ll want to consider while measuring the campaign outcome.
Conversion rate is defined as the number of visitors to a website that complete a desired goal (a conversion) out of the total number of visitors divide the number of people who completed your desired action (signups, purchases, etc.) by the total number of successful deliveries.
The total number of unique opens is divided by the total number of emails sent.
The total number of clicks is divided by the total number of emails sent.
Of those who opened the email, what percent clicked on it.
The bounce rate is easily calculated by taking the total number of bounced emails and dividing that by the total number of emails sent.
A hard bounce is an e-mail message that has been returned to the sender because the recipient’s address is invalid. A hard bounce occurs because of permanent reasons like email domain name doesn’t exist or might the recipient email’s a fake address.
A soft bounce is an email that couldn’t be delivered because of temporary delivery issues. In the soft bounce, an email could have reached the recipient’s mail server but bounced back undelivered before it made it to the recipient’s inbox. Reasons for bouncing back can be any like full inbox, poor internet connection, slow servers, and can be resolved by resending the email.
Total number of people who unsubscribed divided by the total number of emails sent.
Total number of spam complaints divided by the total number of emails sent.
Return on investment (ROI)
ROI is a financial ratio used to calculate the amount of return on a particular investment, relative to the investment’s cost.
Return on investment (ROI) – Net income (Profit) / Cost of investment.
7 Most common types of automated emails
Welcome emails are messages that confirm an opt-in and greet your new subscribers. A personalized welcome message to the new subscribers creates trust and develops a first impression, offer something valuable as a reward for his sign-up.
Onboarding or New account sign-up emails are great for explaining product features to new customers and sharing hidden benefits about the product or service. Helps better engagement of the subscribers and also nurtures them to establish a better connection with the brand.
Thank You Emails
Automated emails were sent to the customers saying, 'thank you for your order' or 'your product has shipped'. These emails can further be scored to generate more sales by offering more to the customers like 'Thank you for the order, you can enjoy 30% off on your next purchase'.
Cart Abandonment Emails
Cart abandonment trigger that is already programmed will be activated and an automated email will be sent whenever the customer abandons the cart leaving items in the cart.
Send this email to encourage your existing customers to get benefitted, customers will usually receive some kind of referral bonus or benefit when they refer a friend or family member.
Referral Emails are a successful promotion strategy that retailers use to promote their referral program and then reward the advocates for successful referrals.
Special Occasion Emails
Use the special occasion’s automated email to entice your audience that reminds the special day and by offering some value to him you can take the place in heart or mind.
Sending messages on special occasions, such as birthdays and anniversaries is also a great way to build stronger relationships with your subscribers. Special event emails help subscribers know you care, and can also encourage them to make a purchase.
For example, Birthday emails are automatically sent on your subscriber’s special day!.
A confirmation email is a type of automated transactional email that is sent to a customer after a certain condition is triggered.
For example, a booking confirmation email automatically delivers in the customer’s inbox confirming his holiday resort is booked for a particular duration.
The Benefits of Email Automation
With the help of automation, you can simplify your email sending and can automate the whole process of lead nurturing to benefit a business overall.
Create pre-written triggers that will automatically activate following a specific action of the customer without any intervention or manual interference, you just need to feed data in the automatic system for once.
Emails can be Personalized
Increase Transactions and conversions by getting personal with the subscribers. Accomplishing email personalization by using a subscriber’s name in the subject line or content modification based on a subscriber’s gender, language, location, etc.
High Reliability and Deliverability
Automation leads to Error Reduction that can be possible by humans if done manually and increase your accuracy by successfully delivering emails to your contact’s inbox.
Saves Precious Time, Cost and Effort
With the quick and easy process, email automation serves multiple purposes. Operating costs and efforts will dramatically come down, so marketers can monitor or manage other tasks while saving time using automation.
Improved Customer Retention
Retain the customers you are having and acquire new customers to grow your business, but the process can be long and tiresome without automation. Seamless communication without hiccups is very much necessary to provide a better customer experience and enjoy long-run business growth.
Email list – The Most Critical Factor In Email Automation
One of the most valuable weapons in your marketing arsenal while doing automation is your email list.
What is an Email List?
An electronic mailing list or simply email addresses of the people you have collected while doing business through various offline or online mediums is called an email list.
With an authentic email list of customers in hand marketers can widespread awareness of new products, discounts, launches easily right into the inboxes rather than get spammed. Creating an email list for your business is like creating a community of like-minded people who pursue the same interests and appreciate the information that is shared with them.
But I can buy an email list, it’s easy!
It may seem tempting and super easy, but buying an email list is never a good idea. It’s unethical to send emails to people who are not agreed to get emails from your business. People spam unknown emails and you never make it to the inboxes.
Why Building an Email List for Your Business is So Important?
Emails that are not targeted land into spam folders, segmenting your email subscribers into specific groups is highly effective as you can send targeted emails to the targeted groups and stay in the inboxes.
Customer Data that you have collected through various means need to be sorted into well-defined groups, so that specific customers can be targeted with the specific marketing campaign.
Ownership of Legitimate Email List
Buying an email list from the internet can be an easy way out but the problem is email addresses that you will get will not always be genuine and can also create deep trouble in terms of legal too.
Create an authentic email list by asking for Email Addresses through a traditional offline approach or Online through Blog Subscription, Contact Form, running Contest, Refer a Friend, social media, etc. Owning a credible email list can bring great business and it’s easy to target potential customers.
Email marketing remains one of the most impactful, and setting up automated emails can help you drive results without having to spend time working on them over and over again.
Save your time, effort, and money by making the decision to start sending your email campaigns through automation, there are good automation email service providers who will greatly emphasize supporting your growth by fulfilling your vision.
Consider choosing the best email automation solution that will let you easily implement the above stated Email Automation Hacks. Keep experimenting with multiple email campaign variations targeting segmented recipient groups. Measure the success pattern by analyzing detailed delivery, performance, engagement, and success reports.