While you’re reading this, you could be making a profit - email marketing automation is the most intelligent way to get the engagement and revenue you’re looking for.Tell Me More
Email automation is, quite simply, automating your email marketing campaigns by setting behavioral triggers that send emails to your customers based on their actions. Requiring a significant amount of upfront work yet able to continuously bring in revenue for your brand - time and time again - is one reason why we highly recommend investing the time in building
email marketing automation as one of the best and simplest ways of improving your email marketing program.
Here’s an example of how email automation works: if a customer signs up for the first time, a welcome email will be sent to them right away. If they leave your site without completing their purchase, it will trigger an abandoned cart email. Not only do automated emails make running your business more streamlined, they have a super high success rate compared to manually sent emails. And if you already have an automated email program but you’re looking to improve it, you’ve come to the right place.
I bet you’re wondering why in the world your business needs help from an email marketing agency if these can be set up and run on auto-mode. Aside from the many benefits of working with an email marketing agency, you’d be surprised to learn that automations aren’t really as simple as they sound by any means. In all honesty, if we had a buck for every time we went into an audit only to find a bunch of workflows in shambles, we wouldn’t have to work one day in our lives. Truth be told, a lot of brands set these and totally forget about them. And they do work well for a few weeks. Then all of a sudden they get lost in the to-do list and at the same time something changes in your product offering, website set-up or ESP set-up and your customers either start receiving irrelevant emails, or none at all (still can’t decide which is worse). On top of that, like anything in life, good things aren’t easy to come by, and it takes work to keep them as good as you hoped they’d be. Just because you set something up it doesn’t mean it’s going to be successful. Yes, it’s better than having nothing, but A/B testing and constant tweaking after data analysis is what will really get you to that golden ratio you’re looking for. So besides the fact that it’s insanely profitable, why should you automate your email program? Well, the benefits are truly endless.
Around the world, abandoned cart emails currently recover over $2 trillion in lost revenue (yup, that’s right). What’s more, statistics show that email automation in general can increase leads by up to 80% and conversions by up to 77%. Plus, with the right marketing automation workflows in place (being carefully monitored by an expert team of course), you can watch the profits flow in while you’re doing more important things.
Crafting a good email automation strategy, setting up the right workflows with the right triggers and constantly analyzing your data can be a complex process. There’s a real art to creating automated email workflows and it takes bucket loads of skill and experience to get it right. How many is too many? How few is too few? Only data can tell us whether you’re destroying your list until everybody unsubscribes, or massively under-selling your products. So here’s how we’ll help you grow your business and get you the best ROI out there.Get Started
There are many good email service providers to choose from. It all just depends on your company’s specific needs. We’re agnostic, so having worked with all the major ones, we can advise you on what would be best, ensuring that you’re not spending unnecessary money on things you don’t need.
From strategy through to design and setup, we’ll conceptualize and implement all your email marketing workflows, ensuring that the content, design and triggers are all carefully considered (and tweaked when needed) to get you the results you’re looking for. But before we even get into that, we’ll tell you exactly which workflows would be best for your business, so you don’t waste your budget on unnecessary sends.
While a lot of ESPs have some preloaded A/B tests you can try, that’s really just the tip of the iceberg. The truth is, there’s not much you can’t test when it comes to email automation.
A large part of mastering marketing automation workflows is being able to interpret the data provided and understand how to adjust and improve for greater effectiveness. But you’re running a business and you don’t exactly have the time for all that. Which is why you should leave it to us – we’ll send you comprehensive performance reports every week, month and quarter so you know exactly how well your email marketing program is doing.
All great email marketing begins with a good list – but that takes work. An email list needs to be properly built out, segmented, monitored and regularly cleaned. This is something that we’re
As a business owner, email marketing automation comes with plenty of benefits, as it simplifies a ton of the planning and execution that comes along with campaigns, and ultimately builds great relationships with your subscribers in a much less hands-on manner. Check out the most common do’s and don’ts of email marketing automation.
Each of your subscriber’s customer journeys should be executed with automated emails. Email marketing campaigns like abandoned cart emails are triggered messages that occur when a user adds items to their cart but doesn’t complete the purchase. According to Shopify, 69.57% of online shopping carts are abandoned and, for every 100 potential customers visiting your website, 70 will leave without purchasing.
By sending out automated cart abandon flows, all hope isn’t lost. Based on a Barilliance study, cart abandonment email open rates are very high. Since 2016, open rates were roughly 43%. But in 2022, open rates spiked at 49%! As you can see, with so many people opening abandoned cart emails, opportunities to generate revenue all due to email automation are a great thing to focus on.
Every subscriber is unique from each other and it’s easy to get over-ambitious when you’re starting to implement a new email automation. But one of the main risks of email automation is that your subscribers will get an increased frequency of automated flows all at once. Even though this might be unintentional on your part, you should start your email automation with only a few email flows. From there, it’s helpful to map out or whiteboard your automated flows so you visually see where there might be some overlap. In this case, less really can be more, and you should avoid sending all your flows to all of your subscribers at the same time and focus more.
If you want to grow your business with email marketing automation, you need to track your results to measure how effective your flows are. You need to address your KPIs and these are the most common metrics you should track:
Click-through Rate (CTR) – This is the percentage of users who clicked the links in your emails.
Conversion Rate – The percentage of subscribers who performed a desired action by clicking on your email.
List Growth Rate – The growth rate of your subscriber list during a specific time.
Open Rate – The percentage of subscribers that opened the emails you sent.
ROI – This states the return on your email marketing investment.
Unsubscribe Rate – The percentage of your subscribers who unsubscribed from your email list.
By regularly keeping track of these six metrics, you can tweak and improve your email marketing automation and generate more income in the future.
It’s essential to test and then adjust your email automation flows - continuously. If you skip out on testing, you’ll never find out what works for your audience, and that’s a lost opportunity to drive incremental revenue to your business. One of the main goals of marketing automation is to create customer journeys that nurture and provide your subscribers with valuable content and to keep them engaged for more. Once subscribers see value in your content, they’re more likely to purchase and become repeat customers.
It’s important to test the time or day to learn when your subscribers open your emails and engage with your CTAs. When it comes to your brand’s voice, you should check your email content to track the reaction you get from your subscribers. Focus on the topic, brand tone, length and layout of the email, and even hour CTA placement to see which types of content perform the best.
Target your goals and audience – What is the main objective you want to achieve in your email marketing? Who are you targeting and why? From these answers, we’ll work on addressing the pain points that your subscribers might experience and improving the biggest growth opportunities.
We use the most suitable email marketing platform – From drag-and-drop email builders to A/B testing and analytics, our experienced team of email marketers has the capabilities to create, send, and manage automated email campaigns for your business.
Create your email marketing funnel and workflow – From abandoned carts to order confirmations, we’ll create each type of flow as automated email marketing consists of automating parts of your business you would normally send emails to your subscribers.
Test and improve results – We’ll monitor and analyze the performance of your email campaigns, such as the bounce rate, click-through rate, conversion rate, open rate, and unsubscribe rate.
Email automation in marketing is a specific tool that lets businesses automatically send new automated email marketing campaigns and personalized messages to their subscribers at a scheduled time based on specific triggers or pre-set criteria. Examples of specific criteria are situations when subscribers abandon their carts, leave your website without purchasing, sign up for email marketing, and more.
The main goal of email marketing automation is to save time and money and allow the automation software to fulfill marketing tasks without the need for an actual human being to do it manually. Read this case study on how 99 Counties company increased their order revenue by 50% (compared to Wallace Farms’ top 20 best campaigns before CodeCrew took over) with email marketing automation.
The main difference is that email campaigns are planned out on a monthly basis allowing you to advertise product launches, create content around specific holidays and highlight specific events. While email marketing automation involves using marketing automation software that will help with creating automated email marketing campaigns by sending ongoing automated promotional messages to your subscribers. In other words, email marketing automation is used to address customers' behaviors such as customer retention, specific order notifications, and churn prevention.
The secret to growing your business with email marketing automation is sending relevant automations that help move your subscribers through your funnel and continually test and tweak the flows for optimal performance. So, the first automation you should build should address the major KPIs of your business such as:
Welcome emails – Having a welcome flow is an impactful way to unpack your brand for new subscribers and encourage purchases.
Abandoned cart emails – Having automated email marketing messages sent to customers reminding them to come back and check out is a very effective way to boost sales.
Re-ordering emails – if you have customers who haven’t ordered in a while, sending out automated emails with a small discount for their next purchase is a great incentive to get them to re-order.