Email automation is an essential part of any effective marketing campaign. These types of emails allow you to reach your audience at times when they are most likely to be receptive and lead to maximum conversions.
If you’re considering including email automation as a part of your marketing campaign, then you’re on the right track. This is the perfect beginner’s guide, full of hints and tips to help get you started.
What is Email Automation?
Email automation is just like your out-of-office replies or email marketing campaigns that don’t have to be sent manually. By using auto-responders and marketing automation workflows, it allows you to send emails in specific time intervals or in response to your customer’s interactions.
These automated emails can be sent individually as a message or as a part of a larger email drip campaign.
Let’s say you are introducing new customers to your business. Instead of sending separate emails to each customer individually, you can send a whole series to guide them one step at a time as a group. This saves you a lot of time and effort, and is still equally as beneficial for your customers.
Types of Automated E-mails
How you reach out to your audience or customers will depend on several factors. Whether it be your industry, your audience or your marketing campaign objectives, factors like these will affect the way you should be communicating with your leads and existing customers for optimum results.
To make your life as a digital marketer a lot easier, we’ve made a list of types of automated emails along with examples that you can use for your own marketing campaigns.
Thank You Email
You often ask your subscribers to do something for you. It can be to sign up for a newsletter, download a file, buy an ebook, or answer a questionnaire. Sound familiar?
In the offline world after we ask someone to do something for us, we say thanks right? Well, in the online world it’s not very difficult to do the same thing. You can send an automated email after they perform any action. You can make it better by including a discount code, store credit or a free delivery code to let them know it was all worth it!
“Thank you for sharing your photos” triggered email sent to Google Maps users
Now, let’s assume that you’re hosting a party. What are you going to do when your guests arrive? Greet them and show them around, right?
Your newsletter may not feel like a party, but you can still welcome your subscribers. Thank them for signing up or welcome them to their subscription. Better still, let them know how frequently they’ll be getting updates from you and what kind of information you’ll be discussing.
This is what Coursera did in their welcome email (automated). They let new subscribers know what they need to do next and provide them with any important information.
A welcome email from Coursera. It provides new users with important links and information.
Meet the Team
If you really want to connect with your audience, introducing your team is a great idea.
A “meet the team” email can be a cool way to start a conversation. You can use this approach when contacting people in your internal newsletter, or when trying to convince subscribers to support a campaign or a cause.
Emails like this have a personal touch and convey your genuine desire to deliver value to your subscribers.
Below you’ll see a good example of a meet the team email:
Andrew and Pete created this meet the team email to introduce themselves, greet their users and let them know what they’ll be talking about in their future emails
Tell Us What You Think
If you want to know something new about your target audience go straight to the source and ask your customers directly. You can either just sit down and have a chat with them, or if that isn’t possible you can send them email autoresponders with a short survey or simply ask for a rating.
This way you learn more about their needs, issues, preferences and desires enabling you to improve your products and services as well as your communication program.
As you can see from the example below, Adidas value their customers’ views:
Adidas asks their new subscribers to tell them something about themselves.
In this article you’ve just seen just a few automated email campaigns that you can use in your own email marketing campaign. Go through your own communication program, check what you’ve been doing well and analyze what you should do next. Take these automated email examples as inspiration for your future email marketing campaigns and make use of email automation to send timely and relevant emails that your target audience will appreciate.