If you haven’t read by now, email marketing is one of the most effective ways to market your books, blogs, products, or services. Not only do your emails make it right into your customers inboxes, but they’re not filtered by any special algorithm like on social media. But what if you could take all the power of email marketing and automate it. What if you could automatically greet and market to your users and customers without hours of work. That’s called email marketing automation and is exactly what we’re going to discuss in this article.

Why Email Market Still Matters

If you don’t know by now, email marketing is still the king of engagement. While social media platforms play around with the algorithms they use to push and bury your posts, your email still makes it in front of your user’s eyes every time you send it.
According to Mailmunch, if you have an equal numbers of followers, say 2000, across Facebook, Twitter, and email, here’s what the breakdown of visibility would be for your content.

  • 435 people will open your email
  • 120 Facebook fans will see your message
  • 40 Twitter followers will see your message

This is a great example that shows you just how filtered your posts and message can be across various social media outlets. This is the prime reason you need to be growing an email list. Among many others, visibility matters when it comes to getting your message out.

Why Use Email Marketing Automation

Now that we know email is still king, let’s talk about why automation matters. Let’s say for example you want to welcome each new email subscriber you get. A conservative estimate would be if you receive 1 new subscriber each day, and it takes you 2 minutes to craft or copy and paste a meaningful welcome email to them, that’s 1 hour per month you spend sending simple welcome emails. Now extrapolate that out as your list grows and you start to receive hundreds of new subscribers each month. You can see how this gets out of hand quickly. There has to be a better way to welcome new subs efficiently.
This is where email marketing automation comes into play.
Email automation is a way to create a welcome series once, and have it go out each time someone new signs up; all without you having to do it manually. You create the email(s) you want the new user to see and the platform does the work of sending out that email or email sequence for you. You spend 1 hour creating an email sequence and hardly ever touch it again. Think of the time this will save you! With email marketing automation, you can put so many email sequences on auto-pilot. tThe time saving begins to compound. This is the power of automation!

How to Implement this Strategy

To start with email marketing automation, you need to choose the right platform. I’m not going into detail on what platform is best, because the reality is there are dozens of email marketing platforms out there that do the same thing in different ways for different prices. It will be up to you to research the platform that works best for you.
However, once you pick a platform, you’ll need to start thinking about the email sequences you can automate. You’ll need 3 things to put this all together.

  1. The topic and sequence
  2. The trigger
  3. The content

First you’ll need to pick out a topic and sequence. The most basic example of this would be the welcome sequence. This would be a series of emails you would send, 2-4 emails, that welcomes a new user. This is where you might introduce yourself and make things a little more personal. You could welcome them and tell them what to expect in the first email, let them know something personal about you in the second email. This would establish a connection and relationship, and followup with a call to action in the third email, like taking a quiz or downloading a freebie.
Once you’ve created and laid out the sequence, you’ll need to decide on the triggers. A trigger is simply the mechanism which triggers the emails to send. For example, a welcome sequence might send the first email immediately after a user signs up, the second email 24 hours later, and the third email 24 hours after the second one. You’ll need to decide what the triggers are, but the possibilities are boundless. You can setup date based triggers, time based triggers, event triggers (a user takes a certain action on your website), engagement triggers (a users hasn’t clicked on one of your emails for 30+ days), and so many more.
After establishing your triggers, then it’s on to the meat and potatoes. You’ll craft the email sequence, write out what you want them to say and look like, adding some images, buttons, or calls to action. You put your spin on how they will look and the branding.
Once you’re done with the content, test the sequence by sending it to yourself, a partner or friend, and make sure you’ve dotted all your i’s and crossed all your t’s. Now you’re ready to pull the trigger and let it work for you.

Don’t Wait to Implement Email Marketing Automation

I hope I’ve given you some ideas on how email marketing automation can be a powerful time saver in your marketing arsenal. We all want to connect with people who want to hear our voice and message. This gives you a way to get that message across to your most valuable and engaged readers and users without adding a lot of time and effort to your day to day duties. We all want to do what makes us happy, and a lot of times, marketing doesn’t add to that happiness. So for me, implementing this automation allows me to focus on what I really want to do, and outsource the tasks that I don’t love.