Email automation is more than simple automation. It is about getting closer to your audience and offering them something valuable, and something they can take advantage of.
With these 5 strategies for email marketing automation, you will not only get more sales, but you will also get a new business perspective where you can see what works well and what brings the most results.
Focus on these
strategies and see why some ecommerce businesses stand out from the
rest.
1. Meet your customers
All those page clicks that you see on Google Analytics tell you something about your visitors. If you manage to track their behavior, these visitors can quickly become your customers.
Their interests,
habits, usual clicks on the certain pages, and their overall
navigation can lead you to discovering their preferences. And the
more you know about them, the more likely you will get closer to
them.
Investigate what
they like and what they click, and create a strategy to know more
about them. Simple sign up forms can help you immensely. Include some
details they should fill in in these forms, like birthday details,
city they live in, gender and phone number.
This data will serve
you well in the future where you convert these visitors into buyers.
2. Segment customers into categories
Once you know your
audience better, it’s time to separate them into different
categories. Those people who signed up for your newsletters without
spending any money are not the same as the people who already bought
something from you. Therefore, you should communicate with them
differently.
Newsletters are just fine, but you should go one step further. Offer your customers something they will be interested in.
T-shirts in the summer will be perfect for Florida-based customers, but not equally effective in the winter in New York. If you make the previous step of knowing your audience better, you will know where to send certain offers in the specific periods of the year.
People just need to
see something that corresponds to their interests, and you should be
there to offer them exactly what they need.
This is perfectly
done by emails with birthday wishes and offers that are most likely
considered as relevant to them. Emails with cart recovery options and
certain discount offers will also do the trick.
3. Do some A/B testing
Not all the emails
are equally effective. If you want to know what works and what not,
you should do some A/B testing. Send emails with different details to
see how your subscribers react to them. If you want to improve your
strategy, experiment with the following details:
- See if $ signs or % signs work better for your subscribers
- Include your subscriber’s name in subject line or remove it to see the results
- Test how people react to emojis in your emails
-
Experiment
with your personal name or a business name in certain email
campaigns
When you get the
relevant results, you will be able to see how your audience reacts to
certain things.
4. Use automation workflow combinations
You should see a
long-lasting perspective in your email automation strategy. Workflow
combinations are series of emails that keep your customers engaged
and informed about the news. These emails include:
• Welcome emails
where you introduce your public with your goals, values and special
offers
• Birthday emails where you celebrate your customers’
special day by offering them some discounts
• Cart recovery
emails in which you remind the customers to continue shopping with a
special discount, free shipping, etc
5. Follow the customer journey
The most important thing is to follow your customers journey. They don’t only focus on your website; they search for information on several different channels. Facebook, Instagram and review pages are all those places where your customers go to learn more about you.
Reach them in a
relevant way and expand your strategy to SMS, Facebook, and other
channels. The more effectively you interact with them, the more
likely they are to buy from you. Cover all the places that your
customers visit and make sure that you build a strong foundation for
a long-term relationship with them.
Providing great experience is what your customers remember. By applying the right strategy, your customers will be willing to make more actions. If you want to grow your sales and expand the customer base, apply the right email marketing automation workflows and see how your business reaches another level of success.
