Why is it important to have email marketing automation?

An ideal strategy to close sales, build customer loyalty and improve brand image. Email marketing generates a direct communication channel with subscribers, leads and clients that is very profitable if implemented correctly.

And within email marketing, automation stands out, which is key to making your business more efficient. With tools like Mailrelay it is possible to design emails and automation sequences to send messages at key moments in the customer journey, increasing the chances of converting a lead.

Una automatización de email marketing es un recurso muy eficiente para empresas de todos los tamaños y sectores, ya que puede adaptarse a las necesidades y objetivos de cada negocio.

An automatic business

Before designing and implementing email automation, it is important to define business objectives, segment the contact list and map the customer journey. With these actions, we will be able to identify the best times to send emails and apply personalization to these communications depending on the segment.

An effective email marketing strategy is one that adapts to the customer journey, guiding the customer towards conversion. When we identify the customer journey and the opportunities that exist here for email marketing, it is time to design the automation.

Through email marketing automation, email sequences are sent automatically when certain conditions are met. Within these automations it is possible to customize the sending of emails depending on certain characteristics, which generates a better experience for users and increases the chances of conversion.

It is important to invest in powerful tools that allow each campaign to be designed in detail. Platforms like Mailrelay offer many features and their free account is perfect for companies that are just starting out in email marketing automation. With this free account it is possible to send up to 80,000 emails per month, to a list of up to 20,000 contacts, which allows you to test automations without large costs.

Among the most common automatic email marketing campaigns are: welcome emails, abandoned cart emails, emails with special discounts, birthday discounts, emails to request reviews, newsletters and lead reactivation. It is important to analyze which campaigns are most relevant to your business and your users, and adapt the communication to your branding.

It is estimated that 81% of Spanish SMEs opt for digitalization to be more efficient and email marketing is one of those key tools to achieve this. Thanks to automation, the effort to transform leads is reduced and conversion opportunities are not lost. A tool that offers greater control over your business, automatically and efficiently.

Remember to analyze and measure results

But the work of email marketing automation does not end with its implementation, another key to its success is its constant review and updating. Like other marketing strategies, it is important to measure the results of automations to detect problems and possibilities for improvement.

It is important to measure the success of the different campaigns and the ROI (Return on Investment) of this strategy. Some of the most important KPIs in email automation are: open rate, CTA clicks and number of users who unsubscribe. With these metrics, you can quickly see how effective your email marketing campaigns are.

Within the analysis of email marketing, it is also important to consider the investment in SEO and other capture channels, since these are the sources of emails to send emails and affect the ROI of your campaigns.

Another action that will help you improve the results of your email marketing automation is to perform A/B tests.  To do these tests you can vary the sending frequency, the time and day, the subjects, the email design and the CTA (Call To Action). This strategy will help you better understand how your database reacts to emails and which features achieve the best results.

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