{"id":2514,"date":"2021-07-22T12:34:14","date_gmt":"2021-07-22T12:34:14","guid":{"rendered":"https:\/\/fictionpad.com\/blog\/?p=2514"},"modified":"2023-01-22T15:16:26","modified_gmt":"2023-01-22T15:16:26","slug":"email-automation-2021-best-practices-processes-and-tips","status":"publish","type":"post","link":"https:\/\/fictionpad.com\/blog\/email-automation-2021-best-practices-processes-and-tips\/","title":{"rendered":"Email Automation 2021: Best Practices, Processes, and Tips"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Of all a business\u2019s functions, marketing is probably the most to take advantage of artificial intelligence. In 2018, <\/span><span style=\"font-weight: 400;\">McKinsey<\/span><span style=\"font-weight: 400;\"> 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For email marketing teams, intelligent automation streamlines key processes and delivers a more hands-free experience. With a strong <\/span><span style=\"font-weight: 400;\">email marketing automation<\/span><span style=\"font-weight: 400;\"> system in place, you can focus more on nurturing leads and serving existing customers. If your email marketing isn\u2019t producing good results for your business, it\u2019s time to implement email automation best practices.\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69dfc727392d0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69dfc727392d0\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/fictionpad.com\/blog\/email-automation-2021-best-practices-processes-and-tips\/#Email_automation_best_practices\" >Email automation best practices\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/fictionpad.com\/blog\/email-automation-2021-best-practices-processes-and-tips\/#Tips\" >Tips\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/fictionpad.com\/blog\/email-automation-2021-best-practices-processes-and-tips\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Email_automation_best_practices\"><\/span><b>Email automation best practices\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Simply put, automated email is any transactional or marketing email that is sent based on triggers you define &#8211; you don\u2019t have to hit the \u2018send\u2019 button. The following are email automation best practices that will help you design better campaigns:\u00a0<\/span><b><\/b><\/p>\n<p><b>1. Create an email marketing funnel\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Converting a prospect into a loyal customer requires strategic effort. You can\u2019t 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The core objective is to understand your customers needs and create email content accordingly. For example, if someone has just discovered your brand, you\u2019ll be sending emails to drive brand awareness. If someone is about to purchase, you\u2019ll 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.\u00a0<\/span><b><\/b><\/p>\n<p><b>2. Pay attention to branding\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No matter how many marketing campaigns you run to boost your business, it\u2019s essential to stay consistent with your branding. Your website, <a href=\"https:\/\/fictionpad.com\/blog\/cutting-edge-social-media-marketing-strategies-from-eric-j-dalius\/\" target=\"_blank\" rel=\"noopener\">social media<\/a>, printing collaterals, emails, or anything else you use for marketing must accurately represent your brand. That\u2019s 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?\u00a0<\/span><\/p>\n<p><b>Pro Tip: <\/b><span style=\"font-weight: 400;\">Create an email template that aligns with your brand.\u00a0<\/span><b><\/b><\/p>\n<p><b>3. Send personalized content\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">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\u2019re 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.\u00a0<\/span><b><\/b><\/p>\n<p><b>4. Update your campaigns regularly\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Business goals and preferences change with time. So do the consumers\u2019 needs and expectations. To facilitate that change, update your campaigns from time to time. Let your customers and prospects know that you\u2019re adaptable.\u00a0<\/span><b><\/b><\/p>\n<p><b>5. Measure your efforts\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">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:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Open rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click-through rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Complaint rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unsubscribe rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rate\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you&#8217;re not happy with the results, feel free to make changes to your campaigns.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips\"><\/span><b>Tips\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here are some more tips for developing a result-oriented email marketing campaign:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make things easier for your customers by helping them achieve their goals.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t forget to leverage A\/B testing to find out what really works for your business.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Talk more about your customers, rather than your brand.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalize your message to make your customers feel valued.\u00a0<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><b>Final Thoughts<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Of all a business\u2019s functions, marketing is probably the most to take advantage of artificial intelligence. In 2018, McKinsey analysed more than 400 advanced use &hellip; <\/p>\n","protected":false},"author":7,"featured_media":2515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,189],"tags":[],"class_list":["post-2514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Automation 2021: Best Practices, Processes, and Tips - Fiction Pad<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fictionpad.com\/blog\/email-automation-2021-best-practices-processes-and-tips\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Automation 2021: Best Practices, Processes, and Tips - Fiction Pad\" \/>\n<meta property=\"og:description\" content=\"Of all a business\u2019s functions, marketing is probably the most to take advantage of artificial intelligence. 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