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E-mail advertising automation: Rationalization, methods, & instruments

Studying Time: 14 minutes

E-mail advertising automation helps you ship automated promotional messages to your subscribers.

As a result of the method is automated, entrepreneurs save time they’d usually take to create and ship new promotional emails each time.

Even higher, electronic mail advertising automation goes out on the proper time, which is quickly after a subscriber does one thing, like abandon a procuring cart, or signal as much as your publication.

On this submit we’ll take a look at:

Attain extra clients and save time with Omnisend’s pre-built automated emails. Trusted by 100,000+ manufacturers worldwide.

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What’s electronic mail advertising automation?

E-mail advertising automation is a technique to ship automated, personalised messages to subscribers based mostly on particular triggers to achieve them at simply the precise second. 

Automation helps entrepreneurs ship well timed, personalized messages based mostly on buyer information and behavior-triggered guidelines, changing guide one-off messages within the course of. 

One electronic mail advertising automation is to ship a welcome sequence when anyone indicators up. This sequence might need a number of emails introducing a subscriber to your model, offering invaluable content material, and inspiring additional interplay. 

How does electronic mail advertising automation work?

E-mail advertising automation makes use of specialised platforms to create and ship emails routinely. Entrepreneurs first combine their electronic mail checklist and buyer information into the software program. Subsequent, they design a sequence of emails and specify the triggers and circumstances that decide when each sends.

These automations permit entrepreneurs to create complicated branching situations to ship personalised, well timed messages with out repetitive guide sending. As soon as designed, electronic mail advertising automation workflows run on their very own in keeping with the configured triggers and circumstances. 

Right here’s a normal motion plan if you’re organising your individual electronic mail advertising automation: 

  1. Select a preset automation workflow (or create a customized one from scratch)
  2. Edit and arrange triggers based mostly on buyer habits
  3. Customise your workflow based mostly on viewers filters or exit circumstances
  4. Edit your electronic mail’s content material (e.g. the low cost supply, if any) and preheader
  5. Decide acceptable circulate actions, akin to a delay, cut up, or A/B testing
  6. Add another message channel (SMS or push notification), when you favor
  7. Now, wait on your clients to set off an occasion, e.g. abandoning a cart
  8. Your electronic mail app sends the preset message

The next step-by-step demonstration exhibits the way to arrange electronic mail advertising automations on Omnisend, together with a welcome sequence and deserted cart workflow. 

Superior electronic mail advertising automation methods

On this part, we’ll share some finest practices for efficient electronic mail advertising automation. These aren’t depending on the electronic mail advertising software program or options you employ, however on the technique behind them. At a look:

  • Have a preparation guidelines for each marketing campaign 
  • Section your subscribers
  • Use net monitoring and buyer profiles
  • Conduct A/B testing
  • Use focused signup types
  • Re-engage passive subscribers
  • Section subscribers with the lifecycle stage map

1. Have a preparation guidelines for each marketing campaign 

It’s best to make a listing of what you need to obtain from a selected automation in electronic mail advertising. The extra particular you might be with what you need out of your automation marketing campaign, the higher your possibilities of success are.

Earlier than making a marketing campaign, be sure you:

  • Set clear and measurable targets on your marketing campaign to precisely measure efficiency. Use opens, clicks, conversions, and so forth to trace outcomes.
  • Analysis your viewers and perform demographic segmentation when tailoring your messages. Understanding your viewers’s preferences ensures focused, well timed, and related content material.
  • Determine the distinctive worth proposition and craft content material that resonates with every subscriber section. Contemplate behavioral focusing on when aligning your content material to handle ache factors and wishes.

Get extra recommendations on planning electronic mail campaigns:

E-mail optimization: 12 methods to maximise marketing campaign effectiveness

2. Section your subscribers

You already know that your whole clients or subscribers aren’t the identical. So, just remember to can determine and separate your subscribers and present clients into completely different segments. Listed below are a few of the commonest buyer segmentation examples:

  • Web site exercise
  • New clients
  • Repeat clients
  • Passive subscribers
  • Loyal clients
  • Location
  • Gender 

For instance, let’s say you need to get in contact with inactive clients. You’ll be able to merely create a section of shoppers who haven’t purchased from you within the final 60 days.

So, utilizing Omnisend’s segmentation, here’s a section of anybody that made an preliminary buy throughout the final 90 days value no less than $20.

For ecommerce electronic mail advertising automations, nevertheless, you may go a bit extra superior than that to present your clients actually distinctive experiences.

Based on Jordie van Rijn, there’s one other essential factor to recollect:

Strike when the advertising automation iron is sizzling.

Utilizing habits and preferences is a really sturdy advertising automation tactic and lets you strike when the iron is sizzling. However ensure you determine in what I name “curiosity lifespan”.

Take, say, DIY residence bettering for instance. Consider it or not, folks aren’t fascinated with rest room seats all 12 months ’spherical. They usually don’t accumulate them. A bit longer curiosity lifespan could be kitchen reworking; even longer is rented home or home proprietor or household composition.

For those who tag somebody for an curiosity, ensure you register the date. On the finish of the standard curiosity lifespan, you may return to your regular programming or re-calibrate/affirm that they’re nonetheless .

Jordie van Rijn, E-mail Advertising and Automation Marketing consultant

3. Use net monitoring and buyer profiles

Understanding your present clients and responding to them is a crucial a part of catering to them.

You are able to do some wonderful issues with Google Analytics to assist see your clients’ journeys—even earlier than they’ve purchased something from you.

You can even use options like our Stay View net monitoring, which helps you to see the actions your customers are taking in real-time. These embrace web page and product views, and merchandise additions or removals from the cart. 

Live view web tracking
Picture through Omnisend

So, what are you able to do with this data?

  • Spotlight top-performing pages and merchandise that resonate with related customer segments. Use popups, electronic mail campaigns, or different advertising methods to showcase your finest gives.
  • Determine guests who exhibit sturdy shopping for indicators. These embrace repeat interactions with particular product classes. Then, use focused messages or incentives to steer them to make a purchase order.
  • Construct richer buyer profiles. Seize habits earlier than and after buy to tell the segments you create. Leverage these insights to personalize messaging and gives by curiosity and exercise patterns.

4. Conduct A/B testing

A/B testing is essential on your electronic mail advertising automation technique. As an alternative of attempting out one concept at a time, you may arrange your communications in order that two variations of the identical message exit, every with completely different stuff you need to check.

Use A/B Testing to find the perfect results for your subscribers

Listed below are some nice concepts for A/B testing you can begin doing immediately:

  • Take a look at the topic strains with a unique low cost to see if % or $ indicators work higher on your subscribers.
  • Take a look at the effectiveness of emojis in electronic mail topic strains. Use the identical topic line with and with out emojis
  • Take a look at topic strains with the subscriber’s identify included and eliminated. See if utilizing their identify works higher.
  • Strive completely different variations of topic strains, ones indicating limited-time supply and ones with out it.
  • Take a look at completely different electronic mail content material, akin to completely different gives, completely different merchandise, and so forth., to see which one results in higher clicks and orders.
  • Take a look at types to search out out what your viewers values probably the most in them.

Watch this A/B testing video as a great place to begin for steering and to maximise type efficiency:  

Learn to do A/B cut up testing in automated campaigns in Omnisend’s electronic mail app:

A/B Take a look at Break up in Automations | Omnisend Assist Heart

5. Use focused signup types

An effective way to construct a robust electronic mail checklist is to have subscribers join by any of the signup types in your web site.

However if you wish to compete with the intense gamers, that you must play extra significantly. Meaning you’ll have to make use of superior signup ways in your ecommerce advertising automation technique.

#1 Don’t present popups to publication subscribers

Disable popups particularly for these customers which can be already signed as much as your campaigns, akin to your newsletters.

That is fairly straightforward to do. All you’ll must do is just remember to have the particular URL out of your UTM parameters.

All of the hyperlinks that result in your retailer may have related sorts of UTM parameters, which you should utilize to disable popups to guests coming in out of your newsletters.

To not present your popups to guests coming in out of your newsletters, goal them by URL.

Disable popups for visitors coming in from your newsletter

#2 Present your popups to particular guests

With the identical concept of creating certain your popups don’t present to particular folks, you can also make certain they do seem for particular folks.

For instance, in Omnisend we are able to do that in just a few methods:

popup targeting using Omnisend

Present your popups solely to individuals who go to particular pages, like your product web page or different informational pages.

That approach, you may present these customers with particular choices.

One other approach to make use of that is with the particular UTMs I discussed above.

For instance, you may add a UTM to your Fb adverts or different adverts. That approach, I can get a URL like this, with the UTM on the finish:

#3 Get extra data for higher segmentation and automation

In an effort to get higher information for segmentation, you’ll must ask the precise questions in your signup types.

The usual popup usually solely asks for guests’ electronic mail addresses and that’s it. However you may go additional with sensible popups.

You will get all types of data, and even add no matter information you need to accumulate with Customized properties (in Omnisend):

example of a popup with a discount
Moreover the usual electronic mail, cellphone quantity and birthdate, I’ve additionally used a Customized property to incorporate a peak query

6. Re-engage passive subscribers

As you most likely know, it’s extra worthwhile to maintain your present clients than to maintain getting new ones.

That’s why re-engagement is one kind of electronic mail advertising automation technique you shouldn’t neglect. Strive triggering inactive subscribers with focused electronic mail advertising automations akin to:

  • A cross-sell or upsell marketing campaign showcasing your new or complementary choices that they may be fascinated with
  • A win-back marketing campaign for many who haven’t bought in over three months providing an unique incentive for his or her subsequent buy
  • A suggestions marketing campaign inviting them to share their opinions or solutions about your services or products
  • A limited-time coupon code incentivizing them to revisit your retailer
  • A buyer loyalty reward for reactivating their account

That is straightforward to do with Omnisend’s ready-made automation templates:

Omnisend's ready-made automation templates

Arrange particular promo time-limited gives you can ship to passive subscribers. You’ll be able to arrange completely different gives for passive subscribers (which have by no means purchased from you) and passive clients (that purchased from you up to now).

For a deep dive into making this automation:

Buyer Reactivation Automation | Omnisend Assist Heart

7. Section subscribers with the lifecycle stage map

With buyer lifecycle segmentation, it’s attainable to group subscribers in keeping with their stage of engagement, loyalty, and potential worth for your corporation.

Nevertheless, advertising automation software program is important to section subscribers with the lifecycle stage map, pictured beneath. 

an example of subscribers segmentation with the lifecycle stage map

This map can assist monitor and analyze their habits and interactions together with your model.

Listed below are some helpful methods the lifecycle stage map enhances advertising targets:

  • Focused messaging: Create particular messages for every stage. Optimize content material based mostly on subscriber wants and behaviors.
  • Customized gives: Implement focused promotions for various segments. Maximize the effectiveness of incentives based mostly on the place subscribers are of their journey.
  • Reactivation campaigns: Determine and automate campaigns for varied buyer lifecycle levels. These embrace “About to lose” or “In danger” levels, re-engaging them earlier than they disengage.
  • Nurturing sequences: Arrange automated nurturing sequences. These information subscribers within the “Want nurturing” class in the direction of conversion.
The lifecycle stage map is an unbelievable alternative for a small enterprise. That is the type of factor that, in any other case, takes a advertising staff to have the ability to do. It’s a easy option to see our clients’ procuring or buying habits in a single place, and it’s actually helped us to have the ability to goal completely different teams. We’re competing with bigger companies, and this permits us to have that attain on the proper time.”

Angèl Foster, Co-Proprietor of Island Olive Oil Firm

Learn case research

E-mail advertising automation examples

On this a part of our complete information to electronic mail advertising automation, we’ll present you probably the most worthwhile electronic mail advertising automation combos that you must be utilizing so as to see some nice outcomes.

These electronic mail advertising workflow combos are:

  • Welcome sequence
  • Birthday sequence
  • Cart restoration sequence
  • Re-engagement sequence
  • Deserted product sequence

You’ll discover that each one of those are a sequence of emails, not only a single electronic mail. That’s as a result of based mostly on our information, a sequence of emails can herald 69% extra gross sales.

And that’s why that you must be utilizing them in your workflows when you actually need to enhance your gross sales.

1. Welcome sequence

Set off: A customer subscribes to your checklist.

Welcome new emails generate excessive open and conversion charges, with our reviews seeing charges attain as much as 38.4% and a couple of.9%, respectively.

An automatic welcome sequence of three emails in a row helps to introduce your new clients to your model, and encourage them to purchase inside a focused time frame.

Right here’s a fast structure of the welcome electronic mail sequence, utilizing Omnisend’s automation workflow.

This is the welcome email automation workflow we'll be using in today's example

The welcome sequence goals to create a seamless onboarding expertise. It begins to construct a constructive model notion and encourages long-term buyer relationships. A attainable route you possibly can take together with your welcome sequence is:

  • E-mail 1: Introduce your model, merchandise/providers, and worth proposition. Deal with making a constructive and memorable first impression by reflecting your positioning.
  • E-mail 2: Present behind-the-scenes content material or different value-add data. This builds engagement and an emotional connection together with your model. Keep away from providing reductions that may undermine your worth proposition.
  • E-mail 3: Show social proof and opinions to showcase comfortable clients. Finish by providing a focused low cost or coupon to incentivize their first buy. However don’t make it the principle focus of the e-mail.

Right here’s a superb instance from Baking Metal, whose welcome sequence earns $10-$15 per electronic mail:

For extra suggestions and finest practices when crafting your welcome electronic mail sequence, watch this video:

2. Birthday sequence

Set off: It’s your subscriber’s birthday.

A birthday electronic mail is an routinely despatched notification to a subscriber/buyer on his/her birthday (or a number of days earlier than that).

Displaying private consideration, in addition to providing a reduction for any order (+ some additional days), yields nice outcomes.

Omnisend consumer information exhibits that these ecommerce companies which implement this birthday automation tactic can see wholesome outcomes. For instance, our information reveals birthday emails lead to a 31.24% open charge, 23.90% click on charge, and 10.58% conversion charge.

For our workflow immediately, you’ll additionally must seize their cellphone numbers. Instruments like Omnisend will let you add a cellphone quantity area when designing your popups.

A fantastic birthday sequence entails sending a textual content message on the subscriber’s birthday (within the morning) wishing them a contented birthday and letting them know {that a} present is ready of their inbox.

Then, set the e-mail to exit because the second merchandise, which is able to embrace the present—a reduction, free delivery, or no matter else you assume could be acceptable.

That is how Primary Piece will probably be doing it utilizing Omnisend’s automation workflow:

This is the birthday automation workflow consisting of SMS and email

Birthday electronic mail advertising automation workflow instance 1

We’ll set the SMS message to exit at 10 am on the recipient’s birthday. That approach, they’ll get the message early within the morning, however not too early in order to harass them. SMS advertising ought to be part of your automation workflows.

Use the new SMS marketing feature to send delightful birthday messages to your subscribers

Message 2

The second message will probably be an electronic mail.

Right here, we’ll go for coloration, visuals, and naturally the good present. There are 3 key parts you must take into accout in relation to birthday emails:

  • A reduction and/or free delivery. Don’t be too low cost with a small low cost. it’s a birthday, subsequently a present ought to be extra spectacular.
  • A transparent Name-to-action (CTA).
  • Additional time to redeem the low cost. Make it legitimate for no less than yet another week after the birthday.

Our birthday electronic mail then would look one thing like this:

Use Omnisend's SMS marketing messages in combination with regular emails in your birthday automation workflow

Utilizing this type of workflow will result in confirmed will increase in your gross sales.

Vital: keep in mind that so as to begin utilizing birthday electronic mail sequence, you’ll want the birthday electronic mail information. It’s best to collect birthdates in your signup types.

popup collecting birthday dates

For extra on the way to add a birthdate part to a signup type, learn our article on the type builder gadgets you may add.

To get free birthday publication templates and examples, head to:

3. Deserted cart sequence

Set off: Shopper provides gadgets to their on-line cart however doesn’t full the acquisition.

The cart restoration or deserted cart sequence is often an automatic electronic mail advertising sequence of three emails despatched to a buyer who just lately added gadgets to their cart however didn’t make a purchase order. Nevertheless, the variety of emails could range, with some companies successfully utilizing two and even one electronic mail within the sequence.

For example, Amundsen Sports activities achieved a 57% conversion charge with a two-email deserted cart sequence. On the time, their electronic mail didn’t even embrace a reduction! 

Right here’s how you possibly can create an deserted cart workflow: 

  • E-mail 1: Ship 1 hour after abandonment. Remind buyers of what’s of their cart. Present a fast, non-intrusive probability to finish checkout. Strive the topic line, “Nonetheless procuring?”
  • E-mail 2: Ship 12 hours after abandonment. Spotlight advantages of buying now to encourage motion. Focus messaging on rising happiness, worth, and so forth. Strive the topic line, “Hurry! Your cart is about to run out.”
  • E-mail 3: Ship 24 hours after abandonment. Create urgency with shortage messaging about cart expiration. Embrace a limited-time promo code as an added incentive to transform deserted carts. 

The sequence gently and progressively applies extra strain over time. It does this whereas framing the supply round worth for the client. The ultimate electronic mail features a personalised promo code and pressing call-to-action. Right here’s an instance from Primary Piece.

The third email in our cart recovery series

4. Re-engagement automated electronic mail

Set off: A subscriber has been inactive (hasn’t opened emails or purchased) for a chronic interval.

The re-engagement automated electronic mail, or buyer reactivation electronic mail, is essential for getting older clients to purchase once more.

That is nice, as a result of it’s cheaper to maintain clients than to accumulate new ones.

On this workflow, you’re primarily attempting to win again your clients. For this, we’ll set the set off for purchasers that haven’t purchased in 30 days. We’ll use one SMS and three emails.

re-engagement automated email workflow

Right here’s the way you would possibly method this electronic mail advertising automation circulate: 

  • Message 1: Ship SMS to your inactive contacts. Instantly specific that you just miss them and have an electronic mail shock. 
  • Message 2: Ship an electronic mail concurrently together with your SMS. Embrace a personalised low cost or coupon with this primary “We miss you” electronic mail to incentivize a purchase order. 
  • Message 3: Comply with up 7 days later with a second electronic mail. Shoot straight with a message urging your subscriber to make the most of your promotional supply. Be sure that if the recipient opens any of those emails, they gained’t obtain subsequent ones. 
  • Message 4: Ship the final electronic mail, round 7 extra days later. Make a heartfelt plea with the topic line “Please, come again.” Use your finest incentive to encourage re-engagement. Put on your coronary heart in your sleeve.

This multi-channel sequence begins politely then applies extra direct strain over time. Leverage FOMO and shortage to re-engage inactive or churned contacts. Right here’s how Redbubble do it:

example of re-engagement email

Wish to discover out extra methods to create compelling re-engagement automated emails? Learn make win-back emails

5. Deserted product sequence

Set off: A client views a product web page however doesn’t add the merchandise to their on-line cart.

Typically buyers browse particular merchandise they intend to purchase however by no means add them to their cart. Retarget these high-intent guests with an automated deserted product sequence.

This workflow sends a sequence of emails highlighting merchandise a contact beforehand considered however hasn’t purchased:

  • E-mail 1: Ship 24 hours after a product web page view. Function the merchandise in an electronic mail with a headline like “Nonetheless on this?” Supply a small incentive to nudge in the direction of conversion.  
  • E-mail 2: Ship 1 week after the preliminary view if no buy. Highlight product once more with deeper low cost. Use scarcer messaging like “Final probability for XX% off!”
  • E-mail 3: Last ship 2 weeks after view. Urgency wording about flash sale ending or product promoting out works effectively right here.

Try Columbia’s glorious browse abandonment electronic mail:

Picture through Mayple

E-mail advertising automation instruments

In an effort to get probably the most out of your electronic mail advertising automation technique, you’re going to want an important electronic mail advertising automation device.

The very best of the most effective will will let you simply create several types of electronic mail advertising automation. They’ll even present ready-built templates so that you just gained’t have to start out from scratch. Right here’s a useful comparability desk to start out you off.

Free plan Starter plan worth Finest for Shopify Retailer score
Omnisend $16/mo Small and mid-sized on-line shops 4.8
ConvertKit $15/mo On-line creators like bloggers & freelancers N/A
Mailchimp $13/mo Solopreneurs, startups, bloggers, non-profit organizations 3.4
Marketing campaign Monitor $11/mo Solopreneurs, bloggers, non-profit organizations 4.6
SendX $9.99/mo Small and medium-sized companies, & startups N/A
HubSpot $20/mo Ecommerce companies 2.2

100,000+ manufacturers use Omnisend to scale buyer engagement by focusing on and personalization. Discover our electronic mail advertising automations now!



E-mail advertising automation is a strong option to join together with your viewers. It lets you ship personalised and related messages to your subscribers. These are based mostly on their habits, preferences, and desires.

We’ve mentioned how electronic mail advertising automation works, in addition to some superior methods to optimize your campaigns.

We’ve additionally shared some examples of several types of electronic mail advertising automation. These vary from welcome and birthday sequence to deserted cart and product sequence. Use our examples for inspiration when creating your individual electronic mail advertising automation workflows.

Additionally, leverage instruments like Omnisend to amplify your efforts and obtain your targets.

Get began with Omnisend immediately & drive gross sales on autopilot with pre-built automation workflows

Begin Free At the moment

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