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Email marketing is a game-changing business strategy. It is one of those marketing tools that can take your business to the next level. Whether you’re struggling to get new customers during the global pandemic or trying to lure customers back during normal times, email marketing will be your best friend. 

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But first, you need to wrap your head around email marketing jargon or how email marketing parts come together to produce the results that matter to your bottom line. Email marketing insights will further help you understand why email automation is a must-have strategy for a business. Let’s get started with defining email marketing automation and types of emails you can send to your audience. 

What is automation in email marketing? 

As the name suggests, email marketing automation refers to the use of a tool to automate email marketing processes. It is a strategy to send out emails to an audience automatically, based on triggers, events, or schedules. If you want to save yourself the hassle of crafting and sending emails each time a customer asks for something or a prospect shows interest in your products, start learning about email marketing automation. Let’s take a quick look at some of the types of emails you can send using an automation platform. 

1. Product update emails 

Product update emails often sound like promotional messages. People don’t show interest in such emails. Why? Because promotional content isn’t engaging or interesting. There are so many companies that send weekly or biweekly emails to keep their audience up-to-date with their new products or product features. To produce maximum results for your business, don’t send a slew of emails about product updates blindly. Instead, use an automated system to make a strategic use of product update emails. Be sure to add a clear, large headline, a brief description coupled with a high-quality image to showcase your product. 

2. Dedicated emails 

As a business, you have to send dedicated emails to a specific audience. For instance, if you’re hosting an event and a certain group in your audience might enjoy that event, you can send them dedicated emails. Another example of dedicated send would be monthly emails that are sent to welcome new customers. This means dedicated emails are designed and automated for specific people, and not everybody in your list 

3. Internal updates 

Email marketing doesn’t only involve your clients or customers. Your team or employees also need to be engaged and informed. Internal updates, therefore, is a good way to keep everybody informed of new company updates and news. Ideally, internal updates should be clear and simple emails. Whether you want to invite your team to an event or want to make a marketing offer, design internal newsletters in a way that makes things simple and helpful for your employees. 

4. Transactional emails 

Transactional emails are one-on-one emails that are sent to customers to inform them about completion of a transaction. For example, if someone buys your product or signs up for your services, you send a transactional email to confirm their order. We often see that in eCommerce when customers receive an automated message that says “thank you for your purchase”. 

5. Marketing emails 

A good marketing email is the one that doesn’t sound like a marketing email. Automating marketing emails in a way that delivers personalized messages to your prospects and customers will help you expand your customer base. Remember, well-written content is a key part of marketing emails. While your emails should be visually appealing, focus on copywriting best practices. Once a marketing email campaign is designed, let an email marketing automation tool take care of the rest of the processes. 

6. Behavioral emails 

Automated emails can be set up based on actions your customers and prospects take. It’s also called behavioural marketing when you use a marketing platform to send automated emails to people when they interact with your business through your website or social media. Behavioral emails drive quick results and help you understand consumers’ needs. 

Final Thoughts 

Now that we understand the significance of email automation, make sure to find the right tool to automate your campaigns. Every type of email can be automated with an automation tool. However, try to streamline your email marketing with a tool designed specifically for your industry. For example, PathwayPort is a perfect platform for insurance brokerages and companies to automate their email workflows. Choose a system that meets your unique business needs. 

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