Email Automation 2021: Best Practices, Processes, and Tips

Of all a business’s functions, marketing is probably the most to take advantage of artificial intelligence. In 2018, McKinsey analysed more than 400 advanced use cases that showed that marketing was the domain where AI would contribute the greatest value. When it comes to marketing, eail is one of the most effective ways for brands to get their message across. 

For email marketing teams, intelligent automation streamlines key processes and delivers a more hands-free experience. With a strong email marketing automation system in place, you can focus more on nurturing leads and serving existing customers. If your email marketing isn’t producing good results for your business, it’s time to implement email automation best practices. 

Email automation best practices 

Simply put, automated email is any transactional or marketing email that is sent based on triggers you define – you don’t have to hit the ‘send’ button. The following are email automation best practices that will help you design better campaigns: 

1. Create an email marketing funnel 

Converting a prospect into a loyal customer requires strategic effort. You can’t just go out and showcase your products and then wait for potential customers to come buy your products. Creating an email marketing funnel is a systematic process that represents the customer journey. It represents how your subscribers move from being a prospect to a brand advocate. 

The core objective is to understand your customers needs and create email content accordingly. For example, if someone has just discovered your brand, you’ll be sending emails to drive brand awareness. If someone is about to purchase, you’ll talk more about your products or services. Therefore, create an email marketing funnel and clearly define all the stages your customers go through before becoming your advocates. 

2. Pay attention to branding 

No matter how many marketing campaigns you run to boost your business, it’s essential to stay consistent with your branding. Your website, social media, printing collaterals, emails, or anything else you use for marketing must accurately represent your brand. That’s how you build a successful brand. When automating your email marketing processes, integrate your branding elements into your design. Ask yourself the basic branding questions when setting up an email marketing campaign. Is your logo represented accurately in the design? Are you using the same font as the one on your other marketing materials? Are your emails easily recognizable? 

Pro Tip: Create an email template that aligns with your brand. 

3. Send personalized content 

Email automation efforts fail when businesses make them generic or sound robotic. Your emails, whether sent manually or via an automation tool, must not lack the human element touch. Your subscribers and customers should be able to realize that you’re talking directly to them and not sending bulk messages. Email automation enables brands to send personalized emails. Resultantly, they generate better response rate and conversions. Therefore, make personalization an inseparable part of your email marketing efforts. 

4. Update your campaigns regularly 

Business goals and preferences change with time. So do the consumers’ needs and expectations. To facilitate that change, update your campaigns from time to time. Let your customers and prospects know that you’re adaptable. 

5. Measure your efforts 

You can always measure the effectiveness of your email marketing campaigns. Measure the right email marketing metrics to inform your future strategies. The following are 5 important email marketing metrics you should be measuring: 

  • Open rate 
  • Click-through rate 
  • Complaint rate 
  • Unsubscribe rate 
  • Conversion rate 

If you’re not happy with the results, feel free to make changes to your campaigns. 

Tips 

Here are some more tips for developing a result-oriented email marketing campaign: 

  • Make things easier for your customers by helping them achieve their goals. 
  • Don’t forget to leverage A/B testing to find out what really works for your business. 
  • Talk more about your customers, rather than your brand. 
  • Personalize your message to make your customers feel valued. 

Final Thoughts

Email marketing is here to help brands connect with their customers. All you have to do is get it right. Use email automation best practices and processes to supercharge your marketing and meet your business goals. 

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