Email marketing automation is an essential part of building a profitable email list for any online business. The main terms you need to know before getting started Email marketing automation tools If you are unsure of everything email automation can do for you, then read on… How does email automation work? Below are some simple examples to understand what I am talking about: Email after someone signs up to your email list Email when a website visitor is a previous subscriber – When someone is an email subscriber and visits your website, some email marketing tools can track which pages they have visited on your website and then trigger an email based on this. Cart abandonment email – If you collect the email address of the person during the sales process – or if you already have the email address as the customer is an existing subscriber – you can follow up via email to encourage them to come back. Before you get started with email automation, you need to get familiar with some of the most used terms of email marketing: Opt-in/Subscribe – when someone opts in to receive emails from you Double opt-in – when someone opts in to receive emails from you and they need to confirm their opt-in Spam – when someone doesn’t opt-in and you send them emails, or when someone does optin and you overdo it Unsubscribe – when someone unsubscribes from your email list Trigger – describes an event that causes something to happen (an email is sent) Sequence – the sequence of emails that are sent after an event happens Email campaign/Autoresponder – a series of emails that are sent for a specific event Bounce rate – the rate at which emails are not delivered. CTR – stands for Click-Through-Rate and is the number of times people click on links within an email Email marketing automation tools The main difference between an email automation tool and a basic email marketing tool, is the functionality and the price. With a marketing automation tool you can build automation around those emails. Doing that will help you come up with an incentive for people to subscribe to your services/product. Create your emails When you’re creating the emails, think about the relationship you want to build with the subscriber. Create the sequence in the email automation tool You will need to create a sequence, add emails to that sequence and then specify when the emails will be sent.
Email marketing automation is an essential part of building a profitable email list for any online business.
In this article I’ll try to cover some important points:
- How does email automation work?
- What type of events trigger automation?
- The main terms you need to know before getting started
- Email marketing automation tools
If you are unsure of everything email automation can do for you, then read on…
How does email automation work?
With email automation, when an event happens, an email is triggered (automatically sent). The email is sent from your email marketing tool or from your marketing automation tool.
The relevance of the email, and its timing is important. With a bit of smart automation, you can send the right email at the right time and to the right person, with information that is relevant to them, based on the actions they take on your website.
Another important thing is cleaning your email list. By doing so, you know that the email addresses are real and still active. Read more about how to clean your email list here.
What type of events trigger an automation?
Below are some simple examples to understand what I am talking about:
- Email after someone signs up to your email list
- Email when a website visitor is a previous subscriber – When someone is an email subscriber and visits your website, some email marketing tools can track which pages they have visited on your website and then trigger an email based on this.
- Survey response – You sent an email to your subscribers and asked them if they were interested in a product. Based on their answer, a different email (or series of emails) is automatically sent.
- Cart abandonment email – If you collect the email address of the person during the sales process – or if you already have the email address as the customer is an existing subscriber – you can follow up via email to encourage them to come back.
Did you know that the average cart abandonment rate for e-commerce providers is over 60%. More than half of shoppers abandon their purchase after adding products to their cart.
What are the main terms you need to know before you start with email automation?
Before you get started with email automation, you need to get familiar with some of the most used terms of email marketing:
- Opt-in/Subscribe – when someone opts in to receive emails from you
- Double opt-in – when someone opts in to receive emails from you and they need to confirm their opt-in
- Spam – when someone doesn’t opt-in and you send them emails, or when someone does optin and you overdo it
- Unsubscribe – when someone unsubscribes from your email list
- Trigger – describes an event that causes something to happen (an email is sent)
- Sequence – the sequence of emails that are sent after an event happens
- Email campaign/Autoresponder – a series of emails that are sent for a specific event
- Bounce rate – the rate at which emails are not delivered. A soft bounce is temporary, but a hard bounce is permanent and means that your message can never be delivered to that email address.
- CTR – stands for Click-Through-Rate and is the number of times people click on links within an email
Email marketing automation tools
The main difference between an email automation tool and a basic email marketing tool, is the functionality and the price. An email marketing tool is used for sending regular emails such as newsletters. With a marketing automation…
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