Email marketing automations: a beginner’s guide

Would you like to target your audience with relevant offers and information, even while you sleep? Email automation makes it possible! Triggered by certain patterns of action by your users, predefined newsletter campaigns can be sent to the right audience, exactly when they are most likely to convert.

Benefits of email automation

It doesn’t matter whether it’s the insurance industry, e-commerce, sports club, or online magazine – your subscribers often follow behavioral patterns, which you can utilize to send your information in a targeted manner with e-mail automation. Once created, the same newsletter campaign can be sent to new contacts over and over again, which ultimately saves you a lot of time and effort in your everyday work.

With the use of email automation you have the opportunity to reach your customers on time, with an automatically driven predefined campaign as well as with individualized content.

More complex processes are also possible; For example, you can individually define what happens when the recipient opens the e-mail, clicks on a link in it, or leaves the message unopened in the mailbox.

Triggers for simple email automation

E-mail automation is particularly suitable for events that occur frequently regularly. Your information can be conveniently and automatically sent to customers at regular intervals – e.g. for new store arrivals once a month.

Typical applications for simple automations are:

– Customer registrations: Welcome new recipients who have registered for your service or online shop via a form, for example with a welcome discount or further information about your offer.

– Calendar entries: Send an email automatically if for example a customer’s birthday, a regular appointment, or special holidays are pending.

– Orders: Automatically send a confirmation email as soon as a customer buys something in your online shop.

– Common Traits: Group your recipients based on their interests and traits, and only trigger your automation chain to specific groups.

Triggers for complex email automations

Complex automations arise as soon as your recipients deal differently with an incoming e-mail. This means that whether your recipients open your email or not has an impact on the rest of the automation chain. Individualized content is also part of more complex workflows:

– If/then function: Set up rules in your automation for processes that are triggered by the user behavior of the recipients. Did your subscriber open the mail? If yes, they then receive a follow-up email. If they do not open the email, however, they will receive another newsletter possibly with a different title, urging them to open the newsletter.

– Tagging: If you use the if/then function, you can then use tagging to assign properties to your subscribers. With the help of tagging, you can e.g. send further information about shoes to all those recipients who clicked on an offer for shoes in the last mail.

– A/B Test: Which subject line performed better? Test different wording and content of your newsletters against each other to find out what your readers are most into.

>>Regardless of whether you just want to set up simple newsletter routes or you want to implement multi-level chains, automation can save you a ton of effort in direct communication with your customers and can strengthen customer loyalty through pre-planned newsletters.

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