We’ve reviewed dozens of email automation software that help to gain leads on autopilot, create landing pages and increase conversion rates. For B2B as well as B2C applications, we have listed 5 best email automation software that you can easily integrate with your web application.\
Find the right tool for your marketing automation campaign across a variety of categories including design and print, photography, product promotion, talent recruitment and more. We’ve reviewed dozens of services to bring you the best so you can learn from our experiences and make confident decisions when choosing the next software for your online marketing campaign.
What Is Email Automation?
Email automation is an integral part of your elaborate marketing automation system. Many confuse email automation to be the same as marketing automation. However, the fact is, email automation is a part of marketing automation. Email and marketing automation are complementary to each other but not the same.
With email automation, you can keep your email subscribers engaged by delivering custom email campaigns based on what you know about them.
But how does email automation differ from email autoresponders?
Well, automation is involved in an email autoresponder, but not all automated emails are autoresponders.
Confused? It’s actually really simple.
Email autoresponders are a series of email messages (or campaigns) you set up in advance to send to a group of subscribers on a schedule of your choosing. But email automation is more powerful. Email automation lets you trigger messages based on what links subscribers click in a message, what messages they open, web page visits, abandoned carts and so much more.
Basically, autoresponders are a subset of email automation.
How Does Email Marketing Automation Work?
In AWeber and other reputable email marketing apps, email automations are triggered by tags.
Tags are keywords or phrases that help you categorize your subscribers into groups. They are labels you can apply to individual subscribers or groups of subscribers, based on what you know about them. This helps you deliver the most relevant content to your subscribers.
You can apply a tag to a subscriber when they join your email list, sign up to receive a lead magnet, attend a webinar, purchase a product, or simply click a link in a message.
Why Should I Use Email Automation?
Here are 5 of the best reasons to use email automation in your marketing efforts.
- It saves time in the long run. While setting up automated email campaigns may require you to write a bit more upfront, you’ll be able to “set it and forget it” once you put in the effort up-front. Let the automation do the heavy lifting for you.
- It’s a scalable way to communicate with your audience. The more you grow, the more your audience will grow. And finding scalable ways to keep in touch with them becomes even more important.
- More deeply personalize your messages. According to Experian, personalized emails deliver 6x higher transaction rates than other emails. If increasing engagement and growing revenue are two of your business goals, then personalizing your email messages should be something to explore.
- Measure your results with ease. Analyze what content your audience loves and create email sequences based on the data.
- Nicely complements other marketing channels. Wouldn’t it be great to send out an automated email series in conjunction with a web push notification campaign, letting subscribers know about sales and limited-time offers? Because when your email marketing automation app is integrated with other apps, you save time in data sync, automate email sending, and set up automated workflows across the business.
Use an email planning template.
It’s imperative to make a plan before you start emailing your entire customer database. That’s why HubSpot created this free email planning template to help you iron out who you’re emailing, who you’re suppressing from your contact list, and what the email’s message is. Download the template now to get your email campaign planning organized.
Identify your goal for the campaign.
Figure out the outcome that you want:
- Is it to clean up your list?
- Promote a new product?
- Follow-up from an abandoned cart event?
- Stay top of mind with your audience?
Different email campaigns will have different outcomes, requiring different tactics to get there. Once you determine the purpose of your campaign, you can then create the targets you want to hit. Include specific metrics in your goal so that you can determine if your campaign was a success based on quantitative data.
Welcome a new subscriber
An email subscriber will never be more engaged with you than in the moments after they join your email list. So make sure you send a welcome email — they’ll be eagerly waiting for it.
A strong automated welcome email series should not only welcome new subscribers to your list and thank them for joining, but it should also give them an idea of what they can expect as a subscriber and introduce them to your brand.
Having an automated campaign set up lets you continue to capitalize on your new subscribers’ interest, too. Check out this 3-email welcome series that we suggest email marketers send to their new subscribers.
If you generate subscribers via a form on your website, connect your form builder app to your email marketing automation software with Automate.io. Once done, you can easily build an automated workflow to add these subscribers to a welcome email series.
Example: Add all new Typeform entries to an automation series in AWeber.
Understand who you’re emailing.
Have you ever heard the saying from Meredith Hill, “When you speak to everyone, you speak to no one”? What Hill is getting at here is that if you’re watering down your message to apply to your entire audience, you’re leaving opportunity on the table — opportunity for creating high-value, specific, relevant content that speaks directly to the recipient.
With this in mind, the key to a great email marketing campaign is identifying your audience and using email segmentation to ensure you’re delivering to the right people at the right time. If you can accomplish this and build it into your strategy, you can get more creative and specific with your messaging.
Put yourself in the shoes of the buyer persona.
After you’ve identified the outcome and the goals you want to hit, you now need to strategize how to provide value to your buyer persona so that they convert, engage, or take the action you want them to take. Some things to ask yourself might include:
- How did they subscribe in the first place?
- What matters to them?
- What can I provide that will engage and delight them?
Deliver a lead magnet with targeted content
Automated email systems also make for the best delivery mechanism for lead magnets.
Lead magnets can be anything your audience finds valuable enough to exchange their contact details for. But the most important thing is that the lead magnet is delivered to the subscriber when they submit their contact information.
This is where email automation comes in.
Create an automated email campaign that delivers the lead magnet and provides continuous value on the topic of the lead magnet.
For instance, AWeber created a guide to help podcasters with their email marketing. The first email delivers the guide, and the rest of the series provides other resources and tips just for podcasters. This highly targeted email campaign works well when you know what your audience is most interested in.
Increase engagement with your product or service
There’s a couple of ways to create an automated email campaign to increase engagement with your products or services.
First, if a customer has already purchased a product or service, you may be able to infer that they are interested in related products. Tag them according to what they purchased and set up an automated email to trigger that particular segment.
Second, tag subscribers based on links they click in an email or based on pages they visit on your website. Then, send targeted emails with limited-time offers and exclusive deals related to the products they checked out. It may make it easier for them to purchase!
Example: If you’ve set up your business on Shopify, connect your Shopify store to AWeber to keep all your customers and their details in sync.
Build a targeted list and define enrollment criteria.
You know who you’re targeting and what you want them to do. From there, you must build the segment. Thinking about your buyer persona, what properties do they all have in common? How does your CRM describe those properties?
Your software is smart, but it’s not smart enough to automatically know which recipients you’re sending to. Will the recipients receive the emails at the same time, or is there certain criteria they have to meet before they are enrolled in the sequence or campaign?
Determine the timeline you want the campaign to run.
You may be running a seasonal campaign that only requires one or two emails, or you might be building a long-term top-of-mind nurturing campaign. Tailor the length of your email sequence to the length of the buying cycle and stage the persona is at in the buyer’s journey. In other words, deliver the right message at the right time.
Plan your emails and follow-ups.
Once you know who you’re emailing and why, it’s time to strategize how to move them from A (where they are) to B (where you want them to be, the goal of the campaign).
Over the course of the campaign’s timeline, you may want multiple touchpoints. You may also even consider follow-ups based on the actions that each recipient takes. Plan these emails out, outlining the core message and take-away for each email.
Keep in mind that you can’t expect a single email to do everything. Your email campaign can be made up of multiple emails, so consider taking your email recipients on a journey with each email serving a single purpose. This will increase the odds of each email being successful in its role toward reaching your goal.
For example, if you’re doing a lead nurturing campaign, you might have a few educational emails to take them from the awareness stage to the consideration stage before providing more conversion-focused content.
The longer the buying process and sales cycle, the more emails you’ll need.
Re-engage sleepy subscribers
Want to increase your open rates and click-through rates? Create a segment of subscribers who haven’t opened a message from you recently, and send them a targeted email campaign in an attempt to re-engage them.
Check out this re-engagement email from nutrition company Macrostax. By offering a steep discount to subscribers who haven’t opened an email from them recently, they make it more appealing for subscribers to rejoin their system.
Automation is important for any business.Using automated processes can save your time,increase efficiency and help you reach more customers. It also helps you build a relationship with your prospective customers and make your business brand name more recognizable.