Email automation: Productivity tip

Email automation: Productivity tip

Have you ever received a personalized email from a large corporation, there’s a good chance it was written using an email automation. This technology saves time and money while strengthening customer relationships, and contrary to popular belief, it's affordable.

What is email automation?

Usually included in customer relationship management (CRM) software, email automation centers around the idea of integrating your data into emails to customers and prospects. This allows you to draft templates with placeholders for names, addresses, and other variables that the platform will match with individuals from your email list.

What’s more, you can personalize how and when your emails go out to clients. Automatically inserting customer data into an email is great, but it still requires that you draft the content and hit Send. Email automation grants you the ability to create templates that automatically merge with client data when certain conditions are met.

Examples of email automation

To really get an idea of how valuable this solution is, it’s important to see what it looks like in action. Say you own an e-commerce site that sells complementary goods, such as golf clubs and golf balls. You could create a campaign wherein anytime someone buys a set of clubs, a pre-written emails automatically goes out a month later.

You’re not limited to two-step workflows either. Take a look at this example:

  • Step 1: Send a personalized email with a special offer on golf balls for existing customers.
  • Step 2: Send a follow-up based on how customers interacted with the offer email:
    • If a customer cashed in on the offer, send a thank you email.
      • Step 3: Follow it up with a similar offer three months later.
    • If a customer visited the promo page but didn’t convert, send a promotional email for another type of product.
      • Step 3: Follow it up with either a thank you email or another promo for golf clothes.
    • If a customer didn’t even open the email, send a survey email asking about their interests.
      • Step 3: Follow it up with email campaigns based on what they selected.

Email automation means there’s no need to micromanage your customer relationships. As long as you define the path to purchase, you can program workflows to nurture customers and prospects automatically.

For as little as a couple of hundred dollars per month, your customer outreach campaigns can compete on the same level as your corporate counterparts with little effort from your team. Throw an expert IT provider into the mix and you have the ability to blow the competition out of the water. To learn more, contact us today!

Published with permission from TechAdvisory.org. Source.