An email list can be one of the most important assets for a business – when used correctly.
Whether you’re sending promotional pieces or weekly newsletters, an email list gives you the opportunity to connect directly with customers and clients who have already expressed an interest in your brand. The more you nurture those leads, the stronger their trust in your brand will be.
But properly nurturing leads through email marketing isn’t as easy as sending a few blasts every now and then. If you want to make genuine connections, you need to focus on the relationships you’re able to build.
Our customers and clients are bombarded with email messages each and every day. And as more and more emails pile up, the likelihood that they’ll read our weekly mass email grows slimmer and slimmer. In order to stand out, we can’t simply send the same email to each individual on our list.
Enter: automated email marketing.
While mass emails still hold a purpose in your email marketing strategy, it’s time to also start segmenting and targeting leads with automated emails. So, let’s take a deeper look at how automated emails can be used to nurture leads more efficiently and increase your email open rate.
What Are Mass Emails?
Mass emails are broadcasts that are manually sent to a large group of recipients. They may or may not be segmented by demographic, and they aren’t triggered by a user’s actions or part of an automated campaign.
Put simply, it’s a single message that’s been created for a large group of people. They’re often used for newsletters, announcements, sales campaigns, or other company details that aren’t unique to individual customers.
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What Are Automated Emails?
Automated emails are specific campaigns sent only to particular individuals on your email list. Certain behaviors, qualifications, and demographics may trigger the beginning of an automated email campaign, such as customers signing up for a specific webinar or purchasing a particular product.
Compared to mass emails, automated emails are much more relevant to the recipient. Subscribers are given different email marketing tags, indicating their interests, behaviors, or purchases. This allows you to share unique information that can relate to the individual’s needs, preferences, or problems – making your emails more likely to stand out in a cluttered inbox.
Mass Emails vs. Automated Emails: Which One is Best for My Business?
Mass emails make up the majority of all email volume. In fact, 95% of emails are considered mass messages. However, mass emails typically generate less than half of a company’s revenue.
On the other hand, automated emails make up the last 5% but are able to generate the majority of a company’s revenue. This is because automated emails focus on the individual’s unique needs and interests to deliver tailor-made content that encourages them to act.
How to Use More Email Automation in Your Marketing
Implementing email automation into your marketing strategy can help you see better results. Here are a few easy ways you can add automated emails to your strategy.
- Tag your leads depending on how they opt into your email list. Apply different tags based on the content they engage with or the products they shop for, which allows you to send more relevant content.
- Send self-segmenting surveys asking subscribers what they’d like to see more of or what they are interested in knowing more about.
- Reach out to inactive users, seeing what content they might be more interested in.
- Go beyond sales emails to send updates, reminders, and overviews of meetings, webinars, and events.
- Send reminders encouraging subscribers to finish a registration form.
- Provide subscribers with the opportunity to provide feedback or ask questions, then use this information to further focus on what they’re looking for.
- Monitor email behavior to personalize sales messages.
When using email automation, you want to pay close attention to what your subscribers are looking for. The more you get to know their unique needs or preferences, the better you can segment your email lists. And with proper attention and nurturing, you’ll be able to convert more leads into high-quality customers.
Using Automation Agency to Automate Emails
Automating your email messages allows your campaigns to run as soon as a subscriber engages or behaves in a specific way. Once they’re set up, they’re ready to go and you can forget about them.
However, in order for those automated messages to run correctly, you need to set up the right campaigns. And building an automated email plan can take some time.
That’s where we come in. Once you’ve decided what the emails should say and mapped out what happens when, Automation Agency can help you build automated emails that will get your messages noticed (as long as you’re using one of our supported platforms!) If you’re ready to start putting together your first automated email campaign but you need a little help, follow this guide on how to send in an automated email series task.
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