September 28, 2023

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

With the correct instruments and techniques, e-mail advertising automation might help take your corporation to the subsequent stage. Based on Mailmodo’s 2023 State of E 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 ideas that can assist you create an efficient e-mail advertising automation technique that drives outcomes.

What’s e-mail advertising automation?

E mail advertising automation is utilizing software program to automate repetitive duties which might be important for participating subscribers. Some duties you may automate embrace responding to buyer questions, sending common newsletters, and following up with unengaged customers. 

With e-mail automation, you may:

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

Advantages of e-mail advertising automation

With an e-mail automation platform, you may streamline the advertising course of and enhance the standard of buyer interactions with related, focused communications. You’ll have the ability to present a smoother buyer journey and switch potential prospects 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 software for rising income. It’s really simpler than some other advertising channel, with a return on funding (ROI) of $38 for every dollar you spend, in line with a Barilliance examine. 

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

It helps you keep present prospects

Every buyer is exclusive and needs tailor-made options out of your firm. With advertising automation instruments, you may section subscribers and supply them the related and personalised options they search. 

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

It saves time and boosts your crew’s productiveness

Automated e-mail campaigns let your advertising crew full extra duties in much less time. For instance, you may automate 1 e-mail to ship to all prospects as a substitute of manually delivering 100 and even 1,000 particular person messages. 

This provides you extra time to concentrate on different elements of your advertising campaigns, similar to buyer relationship constructing.

E mail automation ideas

  • Select e-mail advertising automation software program with focused options.
  • Section your target market.
  • 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 E mail report additionally shares that 82% of marketers use automation for triggered emails, 67% for drip campaigns, and 56% for segmentation.

This implies the correct 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 yr utilizing automation.

OTUS used GetResponse’s automation, segmentation, and tagging options to create 29 distinctive automation workflows and group customers by areas of curiosity. Consequently, 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 take a look at when selecting an e-mail advertising platform embrace:

  • Superior automation instruments that can assist you have interaction subscribers with personalised affords and content material throughout all related channels.
  • Excessive e-mail deliverability to make sure your emails attain subscribers’ inboxes.
  • Information safety to maintain your prospects’ particulars secure.
  • Buyer help in actual time so you will get assist while you want it.

GetResponse MAX checks all these packing containers, making it among the finest advertising automation platforms accessible. 

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

  • E 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 every day operations of your account
  • AI E mail Generator with GPT know-how
  • AI product suggestions
  • Versatile phrases and cost choices

2. Section your target market

E mail segmentation is dividing your subscribers into distinct teams (aka segments) primarily based on particular traits, similar to buy habits, pursuits, or demographics.

For instance, Submission Expertise, a lead era company, segments its prospects and constantly will get excessive engagement charges from its emails. 

In one in all its e-mail advertising campaigns, the model grouped its prospects by gender and noticed distinctive opens of 27.58% for females and 23.49% for males. That’s 50% greater than the business commonplace for females and 28% greater than the usual for males. 

Right here’s what the emails appeared like:

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

  • Larger inbox placement charge: E 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 fame rating. Consequently, ISPs will ship extra of your messages to subscribers’ inboxes.
  • You should use the segmented knowledge in different advertising campaigns: You’ll be able to combine your e-mail automation platform with buyer relationship administration (CRM) software program. That method, you should use your segmented knowledge to ship personalised content material to subscribers on different advertising channels, similar to 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 for those who don’t ship.

To that finish, you may personalize your e-mail advertising campaigns by:

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

Add worth to your topic strains — not generic personalization techniques

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

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

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

Most recipients acknowledge generic personalization techniques like “[firstname] Declare your supply in the present day.” That’s why these techniques are failing.

As an alternative of simply recognizing their first names, give recipients a purpose to open the message. Spotlight the worth they’ll get within the e-mail, similar to a particular supply. You also needs to A/B check your topics to search out the perfect 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 charge (2.41% vs. 3.62%).

An excellent approach to personalize your emails is to match your subscribers’ must your options. For instance, you should use AI-driven product suggestions to personalize your affords primarily based 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 providers and merchandise they’re most probably 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 embrace writing topic strains, drafting copy, and enhancing e-mail deliverability.

As an example, GetResponse MAX’s AI E mail Generator helps you create wonderful copy and offers you concepts you may 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 can be prepared in seconds.

Benefits of GetResponse MAX’s AI Email Generator
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You may as well 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 may personalize your affords to spice up gross sales and engagement.
  • Analyze buyer knowledge to remain forward of opponents: L’Oréal analyzes millions of images, videos, and online comments using AI to determine traits earlier than its opponents take discover. Consequently, the model can develop on-trend merchandise and incorporate the phrases at present participating customers into its on-line advertising technique. You may as well use AI to implement such techniques and keep forward of your opponents.
  • Preserve your e-mail checklist wholesome: AI can clear up your e-mail checklist robotically and replace e-mail addresses, contact numbers, and different data. This protects you the effort of manually going by way 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 target market 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 what your viewers desires so you may apply these outcomes to future emails.

Some components to check embrace:

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

For instance, Cell Enjoyable used GetResponse to automate its processes, section its subscriber lists, and run A/B checks to ship focused newsletters to its international viewers.

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

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

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

Recurrently A/B testing your emails helps you to focus your advertising price range 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 prospects have interaction 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 mentioned, privateness options, such because the Apple Mail Privateness Safety (MPP) coverage, have led to unreliable and generally inflated open charges. That’s why you must use metrics just like the conversion charge to measure your e-mail advertising success. 

Nonetheless, a rise in opens additionally may present improved engagement with subscribers, so you must nonetheless monitor this metric. 

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

  • Testing your topic strains’ size, tone, and content material.
  • Optimizing your preheader textual content.
  • Testing your sender identify and e-mail tackle (e.g., CEO’s identify vs. firm’s identify).
  • Testing the ship time and ship day (e.g., every day vs. weekly).

You may as well enhance your CTR by:

  • Having fewer CTAs. Select one or two major 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 distinct background colour behind the CTAs and place them prominently.
  • Spicing up your copy through the use of personalization and specializing in the worth your prospects will get out of your choices.
  • Creating stronger segments so you may supply recipients related content material.

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

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

E mail advertising automation examples

Normally, we ship various kinds of emails when operating advertising campaigns primarily based on the place prospects are within the gross sales funnel. 

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

1. Welcome e-mail

A welcome e-mail is the primary e-mail you ship to a subscriber. So it’s some of the necessary 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 prospects. And you should use them to share essential hyperlinks, inform your model’s story, or spotlight what makes your corporation distinctive. 

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

GetResponse’s welcome email
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The e-mail is transient and tells new subscribers precisely what they’ll get from the GetResponse crew — knowledgeable 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 Staff waving provides off a pleasant vibe, making recipients really feel far more at residence.

2. Deserted cart restoration e-mail

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

Deserted cart emails are an efficient buyer 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 client in. The e-mail is straightforward to learn, with a transparent CTA button that directs buyers again to the checkout course of. The model additionally provides a buyer testimonial to spice up credibility and present that its merchandise are price investing in.

3. Order affirmation e-mail

An order affirmation e-mail is a transactional message despatched to prospects 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 complete, and what they purchased.

Like most transactional messages, order affirmation emails maintain your prospects 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 easy and simple. It thanks the client for buying the merchandise and skips to the order affirmation particulars. 

The e-mail supplies all the mandatory data, together with the merchandise purchased, the estimated supply date, and the gathering tackle. Consequently, the recipient can instantly test 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 known as reactivation or win-back emails.

A reactivation e-mail has two objectives: Persuade inactive prospects 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 consumer to replace their e-mail preferences utilizing a outstanding CTA button that takes them to the choice heart.

5. Product evaluate e-mail

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

There are numerous the explanation why you must request opinions out of your prospects. 

First, a 2023 BrightLocal report shares {that a} huge 98% of buyers at the least sometimes learn opinions when on the lookout for native companies. The identical report additionally reveals 81% of shoppers are doubtless or extremely more likely to depart a optimistic evaluate in the event that they really feel you went above and past to ship an distinctive expertise.

Consequently, for those who concentrate on giving prospects what they need, optimistic opinions may be free advertising to your model

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

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

The model can be inventive with its incentive. As an alternative of the common low cost that almost all corporations supply, it tells prospects that their opinions may find yourself on J.Crew’s web site. The message ends with a pleasant, “You’re the perfect,” to additional inspire recipients to present suggestions.

6. Anniversary e-mail

Anniversary emails are automated messages despatched to prospects to have a good time the day they made their first buy. These emails intention to extend buyer retention and encourage subscribers to buy extra.

They usually have personalised affords, similar to 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 have a good time their prospects’ anniversaries after a yr, Busuu took it to a distinct 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 way of and make a purchase order.

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

E mail automation saves you time and boosts your crew’s productiveness and effectivity. Consequently, your crew can use that point to take care of prospects and different duties that want extra consideration. 

Automated campaigns additionally enhance your ROI and income and allow you to retain prospects by providing you with the advertising instruments it’s essential consistently have interaction them.

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