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  • Writer's pictureVivien Koh

Winning Over Your Customers with Email Marketing

Did you know that automated emails have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters?

We know the pains and complexities of understanding email automation and how it works, that’s why we’ve scoured the web and broken it down for you so you don’t have to.

In this article, we’ll explain what automated email marketing is all about, the benefits of implementing an email marketing automation strategy and how to automate your email marketing campaigns.

📌 What is Automated Email Marketing?

According to HubSpot, email marketing automation is the practice of executing personalised, contextual email campaigns in a way that's automatic rather than manual. The key to automated email marketing is to produce personalised content that will tug at the heartstrings of your target audience.

By utilising your website analytics, you can set your targeting based on behaviour, preferences and previous sales. This creates a bespoke customer experience, thereby increasing the relevance and effectiveness of your marketing campaigns.

📌 Why Automate Your Email Marketing Campaigns?

The 2020 State of Email Report released by Litmus found that 78% of marketers believe that emails are important to overall company success. It’s imperative for businesses to seek a way to improve the efficiency of their email marketing campaigns - this can be achieved through email automation. What are some of the benefits of automated email marketing?

1️⃣ Improve customer experience with personalisation

With 80% of consumers stating that they’re more likely to make a purchase when brands offer personalised experiences, it’s no surprise that message personalisation is the number 1 tactic used by email marketers to increase engagement rates.

While automation and personalisation may seem like a glaring juxtaposition, it’s certainly possible to make your emails feel personal even though they may not necessarily be unique. As email automation tools allow you to segment your audience based on their interests and behaviours, you can easily tailor your automated emails to the various segments.

2️⃣ Boosts employee productivity

In 2017, Nucleus Research reported that marketing automation improved business productivity by 20 percent. With an email marketing automation strategy in place, your marketing team will waste less time on performing manual, repetitive tasks and instead, divert more resources to more meaningful activities such as building valuable customer relationships.

3️⃣ Increase customer retention rate

According to Invesp Consulting, acquiring a new customer can cost five times more than retaining an existing customer. Thus, it’s important to ensure that you’re consistent in your communications with your existing customers. This is made possible with well-structured automated email campaigns.

4️⃣ Enables scalability of marketing strategy

If the above reasons aren’t enough to convince you of the wonders that automated email marketing can do for your business, you’ll definitely want to hear about the next benefit! With email automation, you’re no longer bound by the limitations of the availability of your manpower. The system will seamlessly send the right messages to your customers based on the actions that they take.

📌 How to Automate Email Marketing?

Now that you’re aware of the benefits of automated email marketing, you’d need to know the types of emails that you can and should automate.

✅ Abandoned carts

While we know that it can be very frustrating when customers abandon their carts, you can be rest assured that just because they’ve decided not to make the purchase today doesn’t mean they won’t convert sometime in the near future. You can always give this group of users a gentle nudge to complete their purchase by scheduling an email to remind them about the items that they have in their cart.

✅ Email newsletters

Email newsletters are a great way to keep your customers engaged with your business. By providing value to your customers through your automated email newsletters, you can continue to cultivate strong relationships with them and divert traffic to your website. Here at VK Transformation, we have helped one of our clients in the snack industry to build stronger and more meaningful connections with their customers by launching monthly email newsletters using Mailchimp automation.

✅ Welcome emails

In your welcome email to a customer who has just subscribed to your email mailing list, you should take the opportunity to highlight the value proposition of your email content. By doing so, you can expect to see an increase in the interactions with your content as they’re going to be more likely to click on your emails once they have an idea of what’s in there.

VK Transformation has successfully transformed B2B and B2C brands through our email automation services. If this resonates with you, please feel free to connect with us over a coffee chat via this link:

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