
By James Westfield July 25, 2024
Creating an automatic e-mail marketing campaign can appear daunting. It’s a must to take into account a number of components that may make or break your conversions. On the similar time, you must do that whereas balancing your clients’ wants. Then there’s the necessity to guarantee your automated e-mail sequence addresses each stage of the customer’s journey.
To make the method simpler, we’ve put collectively this information. Observe these e-mail automation workflow greatest practices for optimum outcomes.:
6 e-mail automation greatest practices to comply with
Prepared to leap on the e-mail automation bandwagon? Observe these six e-mail automation greatest practices to succeed in your subscribers with the proper emails on the proper time:
1. Set objectives and map your automated workflow
Establishing an automatic e-mail workflow is pointless when you don’t know what you need to obtain. Give it some thought. How else will you gauge the effectiveness of your automated e-mail sequences with out advertising objectives?
Your objectives decide the kind of automation workflows you arrange. For instance, an e-mail sequence whose aim is to drive gross sales will look totally different when in comparison with one which exists to onboard new clients.
Listed below are different automated e-mail workflow objectives you may need:
- To tell or educate
- To cut back cart abandonment
- To advertise an occasion
- To win again subscribers
To make sure one of the best outcomes, your automated workflows and objectives ought to align with each stage of the shopper journey. That’s why making a buyer journey map helps. Consider the shopper journey map as a visible illustration of the phases your buyer goes by when interacting along with your model. Basically, it permits you to visualize your buyer’s particular factors of interplay along with your model at each stage.

The principle good thing about this e-mail automation technique is that it will probably increase your buyer retention charges. Once you mix objectives with a buyer journey map, you’ll be able to ship well timed messages that resonate along with your clients.
Moreover, while you analyze your automation workflows in opposition to objectives, you’ll be able to establish the components that impede fascinating person habits. This will help you finetune your e-mail workflows and assist clients progress by their journeys.
2. Set off emails on buyer habits
When making a sequence of emails, automate them to ship based mostly on particular buyer actions and inactions.
Behavioral triggers seek advice from e-mail sequences that activate in response to the recipient’s actions. Frequent behaviors that may fireplace off such e-mail workflows embrace:
Within the picture beneath, Sony sends a set off e-mail in response to an deserted cart from its Ps Retailer:

In the meantime, time-based triggers happen in response to inaction. For instance, you’ll be able to arrange an e-mail sequence that triggers after a person has been inactive for a specified interval. The content material, calls to motion, and intention of every of the person emails within the sequence can be to win again the shopper.
Triggered emails are important as a result of they allow you to converse to the shopper at particular factors of their journey. That helps improve the shopper expertise.
Moreover, set off emails goal particular buyer journey phases. So, they basically lead clients towards taking a desired motion.
3. Incorporate follow-ups within the automated campaigns
Sadly, emailing your target market as soon as received’t be sufficient to get them to take your required motion. It doesn’t even matter whether or not they’ve expressed a robust curiosity in your services or products. Life’s distractions may nonetheless steal their focus away and damage your probabilities of making a sale or nurturing a lead.
So, incorporate follow-ups into your automated campaigns.
This entails contacting a buyer who has stopped progressing by their buyer journey. As an illustration, the shopper could have deserted their buying cart at checkout or registered for a webinar however did not attend. Regardless of the case, your follow-up e-mail serves to offer them a delicate nudge in order that they re-engage along with your model.
Within the context of automated emails, your follow-up emails ought to set off in response to your e-mail recipient’s habits. Deserted carts, lead magnet downloads, e-newsletter subscriptions, free trial signups, and extra are all honest recreation for follow-up emails.
Concerning how typically you need to comply with up along with your clients, there’s no clear-cut reply. As a rule of thumb, intention to mechanically ship follow-up emails just a few days after your preliminary affirmation e-mail. For instance, if a buyer abandons their buying cart, you’ll be able to wait between three days and per week earlier than following up with them.
In the meantime, if a buyer’s habits reveals that they want time to mull over whether or not to do enterprise with you, play the lengthy recreation. Program an extended sequence of emails with informative content material like weblog posts and case research to nurture them till they arrive round. You should utilize ready-made AI templates just like the one above to hurry up the content material creation course of.
4. Implement hyper-personalization
Hyper-personalization refers to e-mail advertising that leverages insights from historic and real-time buyer information and use them to ship related and personalised content material. As an illustration, in hyper-personalization, you’d ship a male subscriber this e-mail on the left. A feminine subscriber would obtain the e-mail on the proper:

To leverage hyper-personalization in your automated e-mail workflows, collect as a lot buyer information. Gather their demographic data, earlier purchases, pursuits, and shopping tendencies. For this, use instruments similar to surveys, desire facilities, warmth maps, and recording periods.
Your e-mail advertising efforts can profit from hyper-personalization in quite a few methods. For one, it helps you create e-mail content material and personalised messages that resonate along with your viewers segments. When used with e-mail segmentation, you’ll be able to create dynamic content material based mostly on components like your viewers’s habits and site.
Additionally, hyper-personalization is nice for buyer engagement. It may enable you tailor your communications in a way that’s optimum for larger conversion charges. Because of AI-powered automation, you’ll be able to converse on to your buyer’s wants and ache factors at scale.
Lastly, hyper-personalization offers you a deeper understanding of your clients. This profit is critical as a result of it improves your e-mail advertising probabilities in quite a few methods.
Not solely will you get higher at focusing on clients, however you’ll even have the info wanted to create a nice buyer expertise. Your clients will deem your emails as a supply of worthwhile content material.
5. Keep constant branding
When your e-mail subscribers open your automated emails, they need to immediately know that the e-mail got here from you. Model recognition is vital to enterprise success. Half of consumers say they’d purchase from a model they simply acknowledge.
To foster this familiarity, preserve constant branding throughout your e-mail and internet properties.
There are a number of methods to do it. The simplest methodology is to put your organization brand within the profile image part of your e-mail account and the e-mail’s header. Because the picture beneath reveals, SaaS firm ClickUp adheres to this greatest follow:

This e-mail design approach ensures that your brand would be the first visible aspect your e-mail contacts see once they open your emails. It’s additionally the lowest-cost methodology for constructing model recognition along with your e-mail campaigns.
One other efficient methodology for sustaining model consistency is to make use of the identical design parts in your e-mail as you do in your web site. Incorporate the identical fonts and shade scheme in your e-mail newsletters. It will stop your potential clients from being confused once they go to your e-mail and different internet properties.
6. Repeatedly monitor efficiency
It’s good follow to repeatedly monitor how your automated advertising emails are performing. Monitoring efficiency gives a treasure trove of information you’ll be able to depend on when planning future campaigns.
One technique to monitor efficiency is to run A/B exams on the assorted parts of your emails often. Ship two units of emails with totally different topic strains, structure designs, and call-to-action copy to 2 units of audiences. Then, notice down which model produces larger e-mail engagement charges.
Whereas doing A/B exams, retaining monitor of success metrics will enable you gauge your marketing campaign’s efficiency. The important thing metrics to trace embrace open charges, click-through charges, and conversions.
You possibly can analyze the ends in your chosen e-mail advertising automation software program. Use the metrics to make data-driven choices associated to your workflows as a part of your B2C or B2B strategies.
You may as well monitor marketing campaign efficiency utilizing e-mail funnel conversion evaluation.
mail funnel conversion evaluation tracks how clients transfer by your conversion funnel. With it, you’ll be able to establish bottlenecks that trigger subscribers to churn or impede their progress alongside their journeys. The information you get from this evaluation will enable you optimize your funnel for conversions.
FAQs
What’s an automatic e-mail workflow?
An automatic e-mail workflow is a sequence of emails which can be mechanically triggered and despatched based mostly on a subscriber’s particular motion. That motion might be every little thing from a hyperlink click on to a kind submission.
Automated workflows could be a highly effective software in your general e-mail advertising technique. Not solely do they prevent valuable time. In addition they enable you attain your corporation objectives with minimal intervention.
What are the advantages of e-mail automation?
Electronic mail automation workflows present a number of advantages. For one, they enable you reply to buyer habits appropriately. Additionally, e-mail automation saves you time. It automates mundane and repetitive workflows (for instance, welcoming new clients). Lastly, automated workflows drive conversions. They enable you personalize e-mail communications and ship them to audiences that discover them related.
What’s the greatest e-mail automation software?
There are a number of glorious choices available on the market, however we are able to confidently say that AWeber is among the many high choices. It gives all of the options wanted for automating e-mail workflows. These embrace an e-mail builder for design and behavioral automation options. Different nice automation instruments embrace HubSpot, ActiveCampaign, and GetResponse.
How do I automate my e-mail?
Automating e-mail campaigns is a five-step course of. The first step entails selecting e-mail automation software program. The second step has to do with figuring out the objectives in your automated campaigns. Your third step is to focus on and section your viewers. Step 4 entails deciding on e-mail triggers. The ultimate step entails creating e-mail campaigns and activating them.
In closing
The e-mail automation greatest practices mentioned ought to get your campaigns off to a flying begin. Your e-mail campaigns should incorporate follow-ups to convey disengaged clients again into the fold. With out objectives, creating automated workflows can be a pointless endeavor. For greatest outcomes, be certain to map them to the shopper journey through the goal-setting section.
In the meantime, hyper-personalization will help you achieve actionable insights into your viewers and drive buyer engagement. Keep constant branding throughout your e-mail, social media accounts, and web site. It will guarantee model recognition. Automate set off emails to make sure content material will get despatched on the proper time and based mostly on pre-specified person actions. Lastly, persistently monitor your marketing campaign efficiency. It’s going to enable you iron out any points in your future campaigns.
Good luck along with your e-mail automation journey!