Forming meaningful connections with customers can be difficult in a fast-paced world where people are constantly on the move and making decisions. One solution to communicating has been through email because it is quick, efficient, and widely used. But with 306 billion emails sent each day, it has become time-consuming and nearly impossible for companies to send emails manually. Luckily, there are now platforms that utilize email automation to save time, money, and efficiency.
How does email automation work?
With email automation, you can segment your customers based on demographics and where they are in the customer journey. Marketers who used segmented campaigns saw a 760% increase in revenue. Once you have grouped your customers, next, create engaging emails with relevant content to fit each customer stage. Finally, map out your customer’s journey and establish triggers for your emails to send under specified conditions. With your first email automation complete, you can now focus your attention on other tasks while simultaneously nurturing each lead.
Email Automation Example
Benefits of Automation
Email automation allows you to expand your reach, generate meaningful connections, and grow customer relationships. It provides a way to understand your audience better and adapt to meeting their needs. Here are a few more benefits of automation.
- Personalized experience: Because automation uses customer demographics such as age, interests, and behavior, you can send personalized and relevant emails to customers at every stage of their journey.
- Save time and energy: Email automation has increased company productivity by 20% because it eliminates tedious tasks like updating email lists and scheduling individual emails. This time saved can be used to improve your services, assist customers with problems, and further improve your marketing strategy.
- Grow your audience: You no longer have to schedule each email and monitor every lead, but you’re still able to communicate with each customer and help them through the marketing funnel. You can now focus on quality leads while still nurturing those earlier in the marketing journey.
- Increase ROI: Triggered campaigns make up 75% of email revenue, and 77% of companies increase conversions using automation. Not only are companies reaching more people, but they are also establishing qualified leads and conversions at a more productive and cost-efficient rate.
Automated vs. Generic
We recognize the benefits of email automation, but how do these emails compare to other types? Take a look at the data below comparing automated emails to newsletters and RSS feeds.
| Open Rate | Click-through Rate | Click-to-open Rate | Unsubscribe Rate | |
| Triggered Email | 38.03% | 6.76% | 17.77% | 0.43% |
| Autoresponder Email | 26.47% | 3.60% | 13.59% | 0.21% |
| Newsletter | 18.76% | 2.14% | 11.40% | 0.11% |
| RSS | 23.09% | 3.55% | 15.39% | 0.05% |
*Full data found here
Triggered and autoresponse emails have the highest open and click-through rates demonstrating these emails are getting sent at the right time and to the right audience. This is not to say that newsletters and RSS emails are not valuable. Every email serves a purpose, and determining which email types to use will be important in creating a successful marketing strategy.
Now that you have seen the benefits and data behind email automation, it is time to get started reaching your email marketing goals. Using email automation to our advantage, we can grow our audience, nurture leads, and increase productivity. Improve your email campaigns with email automation, and watch out for more ways to optimize your marketing strategy.
