“Email automation.” You hear the phrase again and again. But if you’re new to the email marketing game, you probably have a few questions about it! So, to help you get a better grasp on what it is, why it’s important and how it can help you get the incredible results you want, here’s a quick guide to email automation and how to use it in AWeber.
The basics of email automation
Some marketers send every subscriber the same exact message with one-time emails. The thing is, this generic content isn’t necessarily relevant or valuable to subscribers. But, with the creation of smart automation, emails send themselves! And, they can be segmented and properly timed, which will make them more relevant too. But how does it do all of that? Email automation saves you time and makes email marketing easy. No more manually sending subscribers an email every time you want to communicate. Or stressing about sending an email to customers exactly a week after they bought a product or signed up for a trial. Automation does the work for you! In the example below, Blue Bottle Coffee uses email automation to welcome new subscribers after they sign up:
But there’s no limit to how you can use automation. It can be used to trigger emails or email series that send based on almost any action: a newsletter sign up, an eBook download, a purchase, etc.
Why you need email automation
1. Email automation gives you a direct line of contact to customers
There are 3.7 billion email users worldwide, and about 27 percent of them check their emails as soon as they receive a new email notification. And 66 percent of online consumers have made a purchase as a result of an email marketing message, a higher conversion rate than messaging through direct mailings or social media. This means that email gets you better conversions and overall results. Want some more statistics? We thought you’d never ask. According to VB Insight,
- 80 percent of marketers reported increased lead generation with email automation
- 77 percent saw conversion rates rise with email automation
Simply put, email automation works!
2. It helps you send emails your subscribers want
Automation allows you to segment your list of subscribers based on their interests, purchase history and even actions they take on your site. Want to send an email to all the vegans on your list? The September birthdays? The webinar registrants? The sweatshirt buyers? You can! For example, let’s say you’re a fitness trainer. You could then send an automated email based on the skill level of the trainee: beginner, intermediate or expert. This way, you can send each customer targeted information to fit their individual needs. And you can do this in AWeber with our new feature release, which allows you to segment by tags! When consumers get emails with information that’s relevant to them, they’re more likely to click through your email. Plus, relevant content reduces the risk of your message getting deleted or ending up in the dreaded spam folder.
3. It saves you time
When you’re running a small business, you don’t have time to write and deliver emails to each individual subscriber. Luckily, email automation can do all that work for you! With automation, you can set a schedule for when your emails go out and to whom. And your email marketing platform will send those emails for you at the right time. This gives you more time to craft relevant and effective messaging, which is the key to boosting click-through rates, conversions and overall consumer engagement. Email automation gives you a unique and convenient way to nurture the connection you have with your audience. And that is the key to maintaining engagement with your subscribers!
Types of automated emails
Now that you know why automation is so important, discover how you can use it. There are a ton of different types of automated emails series that you can use for your business. Let’s cover some of the most important ones so you can get ideas for your next series.
Your first point of contact after a subscriber signs up to your list … Your time to make an amazing first impression … Your chance to get more opens and clicks than any other type of promotional emails … Yes, your welcome email series is a big deal! But it’s actually one of the easiest campaigns you can send. Here are some things to include in your welcome series:
- Thank subscribers for signing up. Try using more than just words ― say it with a gift! Offer free bonus content or a discount.
- Introduce yourself and your company. How will you solve your subscribers’ needs?
- Let readers know what kinds of emails they can expect from you in the future.
- Tell readers how often you’ll be emailing them.
- Share where they can find you on the web (include social channels, website, blog, etc.)
- Give them helpful and relevant blog posts they can check out.
- Ask them to whitelist you. (This will add you to their email address book and can improve email deliverability.)
Below is an example of a welcome email that we send when subscribers sign up to receive our weekly blog newsletter:
We first deliver bonus content, then set expectations for future emails. Then, we let readers know a little bit more about AWeber! In following emails, we also share relevant blog posts and ask readers to whitelist us.
Educational email course series
Do you have a ton of experience and wisdom to share about a specific topic? Are there questions your audience asks that you find yourself answering time and time again? Consider an email course! Here’s how you can use automation to set up an email course:
- Write a welcome email that delivers the first lesson.
- Set a wait time of one or two days between each lesson.
- At the end of the course, encourage social sharing to increase course sign ups and continue the cycle.
- Ask for feedback so you can deliver more relevant content, resulting in more valuable emails.
In our What to Write in Your Emails course, we follow this exact pattern. In one of the last emails of the series, we ask subscribers to share feedback in a survey:
We make sure to highlight the value in taking the survey so subscribers are given a reason to complete it. We also tell readers exactly how long the survey is so they aren’t scared away by the time commitment.
Customer onboarding series
You can send this automated series to new customers to keep them engaged and encourage them to become repeat buyers. To inform and convert subscribers into paying customers, include these resources in your series:
- How to get started
- Training videos and help-based articles
- Information about new products and how they solve problems
- Exclusive deals that only subscribers can get
- Educational resources and how they solve problems
Remember, when trying to promote a new product, focus on the value to the buyer. Check out this email from Boords that promotes their recent developments, emphasizing how they are solving problems.
Writer Javacia Harris Bowser of See Jane Write advises, “Share valuable information with your email list often and promote your products or services to this list occasionally. A good rule to follow is give, give, give, ask.”
Start your automated email campaign
You’ve got all the tools you need! No go get ‘em. Want to learn more about AWeber’s automation? Join us for an online webinar where we’ll walk you through getting started with automation and AWeber.