Email is your business’s best friend whether you love or hate it. It’s an effective way to communicate with customers and prospects, build relationships, and keep them up to date. However, just like a best friend can sometimes be annoying, smothering your free time with endless questions and constant updates on every little thing; so too can email become overwhelming at times.
On top of that, the sheer amount of spam we receive daily has made our inboxes even less trusting than they once were. As a result, many businesses have found themselves increasingly frustrated by how much time they spend trying to overcome these problems as well as the negative impact it has on their work-life balance.
In this blog post, we’ll explain why email automation is the best thing that ever happened to your business and should be implemented immediately if you want to see results instead of struggling for years like most businesses before you have.
Why Start Automating Your Email Automation?
It’s a well-documented fact that email is the most effective channel for reaching customers. Email is still a primary source of information for over 70% of consumers. It also does a good job of keeping customers engaged, as 75% of users said they don’t get distracted by other activities when reading emails.
With the high ROI and effectiveness of email marketing, it makes absolute sense that businesses would try to drive more leads and sales through it. Unfortunately, email automation is often overlooked as an important tool for growing your business. A survey found that 89% of marketers said they’re struggling to find time to automate their emails.
What’s even more surprising is that 89% of marketers said they’re struggling to find time to automate their emails. This is because email marketing is one of the most effective and inexpensive ways to drive leads and achieve sales goals.
Email Automation Statistics
- 74% of consumers like receiving emails from a brand.
- 59% of people prefer to receive email marketing content over other types of marketing content, such as press releases, social posts, and blog posts.
- The average email opens in 9 seconds.
- 33% of marketers say that their current lead generation rate is lower than what they expect it to be, which means that there’s room for improvement.
- Only 9% of B2B marketers use email automation.
- 47% of B2B marketers say that email automation would improve their business.
- 80% of email marketers say that they would do at least one thing differently if they could go back and start their business over again. Email is at the top of that list.
The Benefits of Email Automation
Better Email Content
One of the first things to improve when it comes to email marketing is your email content. Sure, you might be able to send a ton of emails, but if they’re not relevant or useful, then what’s the point? Instead, you need to start focusing on writing personalized emails with useful and compelling content.
Rather than sending out a generic email, you can use automation to send different emails to different groups of customers depending on their preferences, interests, and needs. For example, you can use email automation to send out different content based on the customer’s gender, job role, location, and more.
This personalization can go even further by letting you know what stage the customer is at in their buying process and what they’re interested in. This can be used to provide even more relevant and helpful content to boost your conversion rate even further.
Lower Customer Churns
Another huge benefit of email automation is that it can help you reduce the number of customer churns. If you’ve ever had to deal with customer churn, then you know just how difficult it can be.
You try to build great relationships with your customers, provide them with quality service, and create useful content, only for some of them to decide that they don’t want to be part of your business anymore. Email automation can help you lower the number of churns by allowing you to automatically send personalized content based on the customer’s preferences, interests, and needs.
For example, you can create an auto-responder that provides a welcome message, a welcome offer, and then ongoing communication as the customer moves further along the buying cycle. By doing this, you can keep customers engaged and make them feel valued, reducing the risk of them looking elsewhere for their services.
Establish Brand Awareness and Trust
When it comes to brand awareness and trust, email automation is on another level compared to any other marketing channel. This is because it offers the ability to personalize content and target your audience with precision.
This can be used to send only relevant content that appeals to your customers, increasing their trust in your brand. It can also be used to offer them exclusive deals, tips, and insights that are valuable for their business, increasing their brand awareness.
With email automation, you can personalize your content with their interests, personalities, and needs in mind, allowing you to create content that resonates with your audience. This content can be used to help build brand trust as you can use it to provide valuable information and tips that your customers would otherwise have to search for themselves.
Potential Drawbacks of Email Automation
There’s no denying that spam is a real problem for many businesses. This can make it difficult to stand out from the crowd, especially when competing with massive brands.
Lower response rates
Companies that respond to all their emails receive an average response rate of only 12%.
Which Type of Email Automation is Best?
The type of email automation you choose depends on your specific marketing goals and the methods that are most likely to drive conversions. Here are some of the most common types of email automation.
Email autoresponders are often confused with email drip campaigns. This is understandable, given that they’re both types of email automation that are designed to build relationships and provide value to your customers. However, while drip campaigns are often set to deliver content at regular intervals, autoresponders allow you to create ongoing communication that responds to new customers.
If customers sign up for your email list or purchase something from your website, you can use email autoresponders to respond to them and provide them with the information they need. This can be used to provide customers with valuable resources and insights that are helpful for their business, build relationships, and provide value.
Moreover, email autoresponders can be used to send customers reminders and follow-up communications as they move further along the buying cycle.
Email Marketing Campaigns
Email marketing campaigns are similar to email drip campaigns when it comes to automating your email communications. However, unlike drip campaigns, which are often triggered by events, email campaigns are triggered by specific actions. Specifically, you can use email marketing campaigns to collect email addresses and what each recipient reads by using email automation.
Email marketing campaigns can be used to boost your email deliverability, boost your open rates, and boost your click-through rates. This is because these three things are often affected by automation when used in marketing campaigns.
Email marketing campaigns can also be used to send email messages according to different criteria, with one example being email retargeting. This can be used to target emails and content to your customers based on their interests, personalities, and more.
Email Drip Campaigns
Email drip campaigns are similar to email retargeting, except instead of targeting them based on their interest and personality, you’re targeting them based on the actions they take. With email drip campaigns, you can use email automation to send a series of emails to your list according to the action each recipient takes.
For example, you can use email automation to send an email to each recipient that opens an email. You can also use email automation to target the emails sent to each recipient based on the action each recipient takes.
Email drip campaigns can be used to boost your email deliverability, boost your open rates, and boost your click-through rates. This is because these three things are often affected by automation when used in marketing campaigns.
Email marketing is the best channel for both acquiring and retaining customers, and a lot of businesses are realizing the benefits of implementing it. However, many of these businesses are struggling to find time to automate their emails and thus, are missing out on the huge potential for growth it has to offer.
It’s important to remember that email is a channel for building relationships, not just sending transactional emails. This is why it should be used for generating leads for long-term revenue growth, as well as for building brand awareness and driving engagement.
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