Grow your business with email marketing automation
by August 1, 2023
Please note: This blog was originally published in 2019. It’s since been updated for accuracy and comprehensiveness.
Investing in email marketing automation is a no-brainer. The channel is the preferred choice for businesses and consumers alike, with email marketing driving nearly one in five online purchases. And with 92% of companies now invested in the technology, you don’t want yours to get left behind.
While none of us have the time or resources to hand-deliver customized content to our contacts, prioritized investment in email marketing automation allows your business to send email campaigns on a massive scale, giving you time back to work on your marketing approach.
Getting your brand’s story out to every customer at relevant stages in the sales cycle is crucial for growth. And the more you’re able to match the messaging and timing to individual customers, the stronger the results will be. Let’s take a look at what email marketing automation can do for your business:
- Personalization
Send the right content at the right times to the right people. The days of one-size-fits-all email marketing are well and truly over. From dynamic email content to personalized landing pages, drive people towards the content that gets reactions and results.
- Lifecycle nurture
From the welcome email to re-engagement campaigns, build an entire set of automated email programs that engage customers throughout their journey with your brand.
- Data monetization
Use the data you have on your customers to better target their specifications, behaviors, and preferences. Put this info to work for you, creating messages that really hit home.
The top ten automated email programs for e-commerce businesses
Let’s look at the top ten automated email programs for e-commerce:
- Welcome program
– a simple “Thank you” for joining your list. Communicate the benefits your recipient is now privy to and collect valuable data on your prospects, like click-through, browse behavior and preference surveys.
- Transactional programs
Use payment and delivery confirmations to send on-brand communications. 98% of consumers agree that email is the best channel to communicate order updates.
- Post-purchase program
Ask customers for feedback on their shopping experience. Gain valuable insight on everything from your website usability to the checkout process.
- Abandoned cart programs
Only 32% of customers who begin the purchase process actually complete the sale, so an abandoned cart campaign is a crucial technique to gather that extra ROI. Remind your visitor that the items in their cart have been saved and give them reason to continue their purchase.
- Abandoned browsing program
An abandoned browsing program, in conjunction with web tracking, can automatically send customers an email containing relevant content to tempt them back.
- Product replenishment programs
Drive repeat sales and recurring revenue by segmenting customers based on their purchasing habits and timing sends with product lifecycles.
- Customer retention programs
Use value-added content to strengthen customer relationships; like videos, events, competitions, and new product previews. Segment your most valuable customers and build custom programs that rewards their loyalty.
- Recommendation and upsell programs
Sync your marketing automation platform with your customer data and use online behavior and preferences to make intelligent purchase recommendations.
- Lost customer programs
Sync the last purchase date and last login date from your e-commerce platform into your automation platforms to trigger a lost customer email program.
- Date driven programs
Emails triggered by dates important to the customer, like birthdays or anniversaries, are simple quick-wins that provide that essential feel-good factor.
