email marketing automation tools min
Email campaigns play a very large part in a brand’s marketing efforts. Most of these email marketing tasks are repetitive in nature, which makes them suitable for automation. This is why email marketing automation is one of the important components of digital marketing today.
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Email marketing automation is the automatic sending of emails through a pre-built self-operating system that doesn’t need any manual intervention. It is the sending of automated emails, triggered by certain actions of the recipient like email opened or link clicked or a special event like birthdays and anniversaries. Automated email campaigns save a great deal of a company’s time and increase ROI drastically. Brands are increasingly realizing the immense benefits of marketing automation, which is why spending on such automation tools is expected to reach 25.1 billion USD annually by 2023.
Another point to note here is that there is a difference between marketing automation and email marketing automation. The former is a much wider term that encompasses the latter as well. Marketing automation refers to automating repetitive tasks related to marketing which can include email marketing, social media marketing, customer segmentation, etc.
For email marketing automation to work, you should know the right moment to send an email. Triggers can then be set at those right moments. Different types of audiences will have different triggers, and even the message you want to convey to them can differ.
The availability of accurate customer data is also crucial to reach out to them at the right time. The data required includes customers’ birthdays, anniversaries, past purchases, previous interactions and so on. All this information can help you nudge your customers in the right direction using behaviour-oriented actions. So, it is important to recognize these occasions and triggers and set up email marketing automation accordingly.
Some examples of occasions when sending automated emails will have maximum impact on the recipients are as follows:
Welcome emails can be sent as soon as anyone registers on your website or app, or in case anyone signs up for your newsletter or subscribes to your page or channel.
Follow-up emails can be sent on a number of occasions such as after a purchase has been made by a customer, if they leave products in the shopping cart or if any regular customer has not interacted with your brand for quite some time.
Such emails can be sent on the customer’s birthday to wish and offer them a good deal or a discount code.
Such emails can be sent to convey your wishes to a customer on their anniversary and offer them a discount or special deal as a gift.
Such emails can be sent as a reminder after 6 months of the customer’s last purchase or interaction.
To get the maximum returns out of email marketing automation, you need to get it right. Automating surely makes sending emails easier, but that does not mean that you bombard your customers with emails at every moment. Recognizing the right trigger is important if you want them to read and consider your emails.
Here are some of the best practices to follow:
This email is your first interaction with a user who receives multiple emails every day. It has to be warm, thoughtful and unique which leaves a lasting memory on users’ minds.
Your regular customers are the ones who are loyal to you and deserve special care. Based on their past purchases, you should offer them personalized recommendations and special deals.
To automate the right way, you need to segment the users first. Segmentation can be done on the basis of their past purchases. This way you will send a different automated email to users of different categories. This will keep your email relevant and interesting to the users which can increase open rates and influence buying decisions.
Email automation reduces your efforts and saves time. But, more importantly, it is an amazing way to reach out to your users and be there for them. Through automated emails, you can be constantly in touch with your customers. Such emails can be about asking them for feedback on their recent purchase, informing them about new product launches or generally sending content they signed up for. This will help you to build long-term and deeper connections with them.
Email marketing helps a brand to generate more leads, engage better with customers, build on those relationships and increase sales, thus, delivering a better ROI than any other marketing channel. This has led to increasing demand for email automation platforms. Today, the market has an abundance of such platforms, each offering something unique. To find the best fit for you, let’s have a look at some of the best email marketing platforms.
Moosend is the most cost-effective marketing automation tool which allows users to pay either according to the number of subscribers, or the number of emails sent. You can choose whichever the more affordable option is. It has a user-friendly interface with easily customizable email templates and over 40 free responsive templates. It allows you to segment your list of email recipients based on customer behaviours so that your emails are always relevant. Moosend can also help in growing your email list by offering custom sign-up forms. Its data analytics tool keeps track of clicks, opens, unsubscribes, shares, etc. It is an ideal solution for small businesses because of its lower cost and generous free plan.
Source: InfluencerMarketingHub
This email automation platform is considered to be the easiest to use because of its drag-and-drop interface. The software is simple with a clean and streamlined look. There is email support to resolve any issues experienced by users and provides all the basic email marketing features like popups, feedback forms and landing pages. It is, thus, the best choice for companies looking for a straightforward email marketing approach without any advanced choices.
AWeber is an email marketing platform popular among small businesses and entrepreneurs. It is an AI-powered email template designer which includes a drag-and-drop email editor. It even automates email content creation with the help of the latest posts on your blogs. Moreover, it has features like autoresponders, landing page builder, segmentation and multiple integrations. It can direct campaigns to the right audience through tagging and dynamic content.
SendX is a powerful rules-based email automation platform that can be used to design, schedule and track email marketing campaigns. It can create reports to measure clicks, opens, conversions and many other parameters. It even provides a heatmap for your marketing campaign to see where subscribers are based. Other than that, it has a landing page builder and a drag-and-drop editor to design emails with ease.
Drip is considered to be the best platform for e-commerce businesses as it offers excellent workflows along with sophisticated contact list segmentation. It seamlessly integrates with eCommerce platforms like Magento, Shopify, etc. This leads to subscribers receiving personalized emails based on their own shopping behaviours and timely follow-up emails based on their past interactions. Drip is, thus, a more advanced platform.
Drip also offers SMS automation to enhance engagement with customers in the form of promotional deals, abandoned cart reminders, etc. You should connect your eCommerce store to Drip to get data that can help you in making better marketing decisions.
EmailOctopus is a very popular email automation platform since it focuses on providing tools that are simpler to use, more intuitive, and offer better value than their competitors. It allows you to customize a pre-designed template or build your design from scratch in a drag-and-drop editor. It also provides an amazing landing page builder to grow your subscribers. Moreover, it integrates well with WordPress, Shopify and the likes which makes the platform even more appealing for brands.
Source: InfluencerMarketingHub
It is a widely used email marketing platform used across different types of industries. Its main features include email automation, customizable templates, customer segmentation and personalization. It sends welcome emails, follow-up emails and informational emails to nurture leads. It enables you to build landing pages, create paid ads for social media and the website visitor tracking tool lets you send relevant content on the basis of page visits. Moreover, GetResponse has a neat Auto Funnel feature that offers a ready-made marketing funnel for your campaigns.
These are just a few of the email marketing platforms. There are plenty of such platforms offering free email marketing automation tools. But, before you even start exploring, you should be aware of your own requirements and what features to look for in the automation platform. This way you will be able to get the most out of email marketing automation.
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