Be smart with your email communications.

Email newsletters and one-off email campaigns will always have a place in any digital marketing strategy but setting up even one email automation journey for your business could drive a lift in your website visits and revenue.

If you’re new to automated email, keep reading to find out the best place to start and key benefits. Skip to the bottom if you just want to take note of how to step up your game with a couple more complex automations.

What does automated email really mean?

Simply, a business can set up an automatic email that is triggered by a user’s actions. This action can initiate one email or the first in a series that has been created. For example, one of the most popular and familiar to us is the welcome email; new subscribers sign up to an email list and this action prompts a welcome email to be sent to their inbox.

A welcome email is a great opportunity to show you care and introduce yourself properly. It’s also not just for B2C companies, see some messages below that could be the first step as a powerful customer retention tool.

“Thank you for signing up! You will be among the first to hear about our new services and upcoming events.”

“As a getting-to-know-us offer, download our services list and enjoy 10% off your first quote.”

Why invest in setting up automated customer journey emails?

1. Saves you time
Imagine how incredibly time consuming it is to manually create and send an email campaign to every new sign up!

2. Grows your business
If you’re a small business, automation can especially help you achieve more with less. Once you’re set up, automation will start to generate leads and continue to do so while you get on with business.

3. Nurtures leads
You can send a series of emails that educates your audience and builds in calls to action and tailored sales messaging.

Users have come to expect companies to reach out once they input email information. If you are not implementing what is seen as standard practice, your audience could be feeling a little unloved.

74% of people expect to receive a welcome email when they subscribe to a mailing list.

Get your business on a level playing field with these automated emails

First, set up clear objectives so you can measure how your emails are contributing towards your business goals. If you’re looking for some inspiration our Email Marketing Manager recommends the following emails; make the most of a captive audience and react to initial points of interest, nurture your data list and keep in touch with lapsed customers so they know they matter.

• Welcome new subscribers
• Promote blog posts
• Promote events
• Send event reminders
• Ask for feedback on services or downloads
• Re-engage lapsed customers

Let’s get a little complicated

You’ve got some of the basics down and want to drill down in order to optimise your emails for conversion. It’s time for some test and learn!

Segment your data list

If you want to begin segmenting your data for more tailored emails, you need to get more information about your audience in the sign-up process. This is where you have to strike a balance as to not put off people from signing up at all.

If you’re a B2B business some demographic metrics to consider are ‘Job Title’, ‘Industry’ and ‘Company Name’.

Test the small stuff

Push high performance by testing the nitty gritty. Testing audience behaviour in your automated journeys can create valuable learning to take forward in larger campaigns.

Test the following elements:
• Subject line copy
• Call to action buttons over text links
• Call to action placements
• Structure and layout

If you’re ready to automate, give us a shout let us help you develop smart email communications.