Who doesn’t want to spend time on effective campaigns that drive revenue? However, there are countless tasks to be done every day, from creating email lists to drafting email copy and scheduling send times. Thankfully, with the help of email providers and AI content, email marketing automation has changed everything.
Let’s look at why some businesses have already invested in email marketing automation and what you can do to save time and increase revenue!
Why Have Some Businesses Already Invested In Email Marketing Automation?
- Save time: Email marketing automation allows marketers to streamline repetitive tasks, such as tagging subscribers, scheduling send times, and creating personalized content. By automating these tasks, you’ll have more time to focus on developing creative campaigns to drive more revenue.
- Increase revenue: Email marketing automation can increase revenue by giving marketers valuable insights into customer behavior. By tracking open rates, click-through rates, and conversions, you can identify which emails drive the most business and focus your campaigns accordingly.
- Improve targeting: With email marketing automation, you can segment your email lists based on demographics, behavior, and interests. You’ll improve open rates and conversions by sending targeted emails to specific segments, resulting in more revenue.
5 Ways to Save Time and Increase Revenue With Email Marketing Automation
1. Segment your audience
Of course, the key to a successful campaign is grabbing your audience’s attention with the right content at the right time. So, one way to achieve this is by segmenting your audience based on their behavior, preferences, and interests.
For example, you can segment your audience based on their purchase history, browsing behavior, or demographic information. This allows you to send targeted emails more likely to be opened and clicked on.
2. Use triggered emails
Triggered emails are automated emails that are sent based on a customer’s actions, such as signing up for your newsletter, abandoning their shopping cart, or making a purchase.
One thing you must note is that triggered emails are highly effective because they are timely and relevant, also they’re simple. No indirect hard-sell sentences, less distraction for the viewers, just prompts and actions to take. And from our experience at ROI Digitally, this approach receives a 16.7% higher open rate and 12.4% click-through rate than regular promotional emails.
3. Implement a drip campaign
A drip campaign is a series of automated emails sent to customers over time. In most email tools, you can see it’s usually called “automation”, “visual automation”, or just simply “campaign”. The emails are usually spaced out and contain different types of content, such as educational articles, product recommendations, or promotional offers.
This approach is not commonly used. However, it is a great way to nurture leads and keep your brand at the top of your mind (if you have memorable subject lines, supposedly). The best thing about these campaigns is they help you turn one-time customers into loyal customers by providing ongoing value and building a relationship, especially when you’re an eCommerce retailer selling to individual customers. Service providers doing B2B marketing like us at ROI Digitally, drip campaigns help to “humanize” the brand – you’re not emailing a brand or a business, you’re talking to a human via emails, and that’s what we aim for to create good impressions.
4. Test and optimize
Be aware that email marketing automation is not a one-and-done process. It requires ongoing testing and optimization to ensure your campaigns perform at their best.
For example, A/B Testing, split testing, or bucket testing, usually compares a control (A) version against a variant (B) version to analyze which strategies perform better based on the proven metrics. By evaluating the efficiency of your approach, A/B testing allows you to understand how users engage with your content, reducing bounce rates to optimize conversion rates and improving more relevant content.
One of the A/B Testing types we usually do is experiment with the subject lines because it decides 80% if the customer will open your email. The other test worth trying is the images because sometimes, you need one attractive image to replace a long call to action, which can even increase some clickthrough rates. Here is a guide from Hubspot about creating AB testing for other elements that I find super helpful for all types of businesses.
5. Use personalization
Do you enjoy the feeling of brands sending you a list of recommended products exactly what you are looking for on their website? ROI does, and that’s how we realize the power of personalization in email marketing automation. By using the customer’s name, location, or purchase history in your emails, you can create a more personalized and relevant experience.
Email marketing automation is a game-changer for businesses looking to save time and increase revenue. You can create a more effective and engaging email marketing strategy by segmenting your audience, using triggered emails, implementing a drip campaign, testing and optimizing, and using personalization.
Remember, email marketing automation is not a one-size-fits-all approach. It should always start with experimenting and observing your outcomes to find what works best for your business. With the right strategy, you can build stronger customer relationships and drive revenue growth.
Co-Founder & General Manager @ ROI Digitally
3 Common Customer Behaviors & 4 Key Customer Personas