You've probably heard of the word automations and your soul has shrunk thinking that it is something tremendously difficult and out of your reach. But, no, it's not like that.
It doesn't have so much to do with technology - almost all streaming platforms email marketing They include lines of work with automations by default - as well as the concept and meaning of what it entails.
If you have established a strategy email marketing in your business, you must know how to implement a series of automations when sending your emails. It is a very effective way to convert leads in potential clients.
Regardless of the platform email marketing Whatever you use, you must understand what it is based on, what it is, how it is done and what the basic automations are for any business.
What is automation?
An automation It is a sequence of emails which is sent, as its own word indicates, automatically, but as long as a series of conditions are met. For example, when you subscribe to a list (newsletter), when you download a ebook (downloadable) or when they add a tag.
What automation does is start a sequence of emails when the requirements you establish are met. The calls triggers or “triggers” in marketing jargon.
To make it clearer to you, consist of emails training that are sent according to the degree of interest, commitment and interaction of each subscriber with your project.
Why you should use automations
- You save time. You work once and then the automations do it for you. The idea is that you configure your automations based on the interests of your business and leave them on “autopilot”, so that when the conditions you have stipulated are met, the email sequence sends itself.
- Higher open and click rates. Since they are personalized messages and sent at the right times, emails sent in automated sequences have a higher opening and click rate. According to Epsilon Email Institute, click rate can improve by 14% and the conversion rate by up to 10%.
- Better segmentation of your audience and greater efficiency in your shipments. With automations you will be able to send relevant content to your contacts, thanks to better segmentation of their interests and, therefore, you will have more opportunities to convert your leads in clients.
Types of automation
How is automation done? Well, first of all, thinking about it, and it is not obvious. It is about define what type of automations you want to implement in your business and. Based on that, design the emails you are going to send.
These are some examples:
- Tag added- Sends an email when you add a specific tag to a contact. Tags are used to segment your audience. You can have tags to segment interests, purchase affinities, customers and non-customers, etc. If you are added to a tag, for example, “webinar boost your business”, they will include you in a sequencing that they have automated for this case.
- Subscriber activity: welcome new subscribers, respond when a contact has joined or left a group, when they have subscribed through forms to certain promotions, events, lists, etc.
- Product tracking– These automations are sent after a contact purchases specific items from your store online. It can be for a specific product, a certain category, any product, etc. Remember that the condition is defined by you.
- Recover inactive clients: This is for customers who have purchased at least once, but have not purchased for a while. If they make a new purchase, they will not receive the next email in the sequence you define.
There are more, many more, but it's about using the ones that interest you for your business.
Basic automations
El pack Basic depends on the type of business you have, but I will detail some that are common to all:
Welcome
Thank subscribers who have joined your community. It is a marketing technique that gives very good results, because that is when the subscriber has the most interest.
A formula that converts very well is the following: form + lead magnet (a eBook (only in Dutch at the moment) downloadable). It consists of the fact that once they subscribe to your form, they will receive a lead magnet with which you can start a sequence.
Recapture
It is about sending an automation to your inactive subscribers, that is, those who have not opened your latest campaigns for a long time or have not interacted with them, have not clicked, etc.
Send them an email telling them if they are still interested in belonging to this community and propose some benefits for staying, such as discounts, free resources, etc.
In addition, this automation is very useful to “clean” your audience and keep it with quality contacts, truly interested in the value you provide.
If you have a store online, you should automate sequences to:
- Abandoned carts: It is an automation that is launched when a user abandons the purchasing process. You will immediately receive a Email to convince you to continue processing your order.
- Product categories: if you have a store online and your visitors have visited the leather ankle boots section, you can automatically send an email to this entire group, with a discount to purchase it.
Rewarding the best customers or order notifications can be other typical sequences for the ecommerce.
If you haven't started using automations in your business yet, do it now. It is a very effective way to qualitatively segment your audience and send them the relevant message at the right time.
