Email Automation Essentials from Business.com’s Email Operations Manager

In today’s fast-paced digital world, there are two things that are certain in email marketing: segmentation and personalization are the keys to success.

That being said, the more segments you’re sending to and the more personalized you get with your email marketing, it can become extremely time-consuming. So, how are you going to keep up without bringing on additional resources?

Three words: email marketing automation.

Related Article: The Full-Time Funnel: Improving B2B Lead Nurturing with Marketing Automation

What Is Email Automation? 

Email marketing automation allows you to build lasting relationships with your customers by creating a personalized digital experience that engages users right from the start. Using automation, you’re able to set up triggered emails depending on a user’s behavior onsite.

These triggered emails can be followed up with a generic timed nurture campaign, or can get extremely complex based on an if/then flow of automation rules setup. Having a more in-depth workflow helps create hyper-relevant experience for the reader and they will be more likely to convert. Your efforts should be integrated into your overall marketing automation strategy, as well as your email marketing strategy.

Why Is It Important?

Plainly put, email marketing automation helps you to nurture your sales leads. Depending on your strategy, it can help determine exactly which stage of the buying process your customers are in and move them down the buying funnel.

You can even use customer data and integrate other marketing channels into the flow to gain further brand trust and familiarity. 

How Do I Know if It’s Right for Me?

Today, B2B decision makers are 75% of the way through the purchase process before they ever engage with a sales representative, so it’s extremely important to supply users with informative, product-related content that differentiates you from the competition early in the buying process.

Let me be clear that this is easier said than done, and typically needs multiple marketing venues to really accomplish it. Email automation is huge, though, because it helps you deliver valuable content directly into the inboxes of your prospects.

Email automation is especially great for segmented lists, each of which should be nurtured and communicated to in different ways.

If your product has a complex buying process, you should definitely invest in email automation to keep your brand top of mind.  

Related Article: Give the People What They Want With Marketing Automation Software

What Are the Costs for Getting Started?

Many ESPs have built-in tools to help you create basic workflows to automate emails, so depending on what you’re already using, it may be fairly inexpensive to begin. There are also some amazing marketing automation platforms that could replace your current ESP and integrate all of your customer management platforms to really bring the entire user experience together.

Depending on how intricate the campaigns are and how many overall sends per day, the costs of email marketing automation can vary greatly. In general, companies should expect email marketing automation to be around 3-5% of the overall marketing budget. 

Who Are the Best Vendors?

Some marketing automation vendors out there are Mailchimp, Marketo, Emma, Campaign Monitor, Active Campaign and many more, so be sure to do some research on what’s best for you before moving forward with one.

What Next?

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