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The dynamic landscape of digital marketing has constantly evolved and so has email marketing. Email marketing has become a potent tool in every marketer’s arsenal. It is one of the most trusted ways for brands to connect with their audience but it can also be time consuming and tedious if not used efficiently. If used well, email marketing automation is a game-changer for brands and marketers aiming to save time, costs and boost the odds of campaign success.
The process of sending personalized and relevant emails to subscribers based on specific triggers or actions in email marketing automation. For eg: a welcome email landing in the inbox of a user who has just signed up or a cart abandonment email when a user abruptly leaves the app or website without completing purchase. This article will further discuss the best practices of email marketing and explore how email marketing automation can alleviate and revamp a brand’s email marketing efforts.
But how do brands get started with email marketing automation? Here are some time-saving tips and strategies to help you create and implement effective email campaigns:
Before setting up email automation workflows, have a clear idea about the end result and the target audience. Ensure that the goals are quantifiable, achievable and relevant for the band. For eg: a goal to boost sales by 10% in the next quarter could be achieved by sending personalized product recommendations to the subscriber base.
Segment the email database on criteria such as, demographic, past purchase history, preferences and interests. Segmentation aids the process of sending relevant and personalized emails to the customers increasing the odds of engagement and conversion. Segmenting users by the products bought or frequency of purchase could be helpful in crafting an email that engages with the user and provides value.
For the efficient creation and execution of an email automation campaign brands need to pick a powerful and user friendly email marketing platform that aligns with the needs and goals of the brands. A variety of email marketing and automation platforms are available in the market that offer distinct features and capabilities. CleverTap, a customer engagement and retention platform, helps marketers drive growth by creating personalized customer experiences and offers valuable features and capabilities that make email marketing automation easy and effective:
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Once the goals are defined and the segments are created and the platform is ready marketers can start creating email automation workflows. A workflow is a series of emails that are triggered by a particular event or condition that follow a predefined logic and sequence. An example of a workflow could be.
Creating email automation workflows is not a one-time task, it needs to be continuous monitoring, analyses and optimization to ensure they deliver the desired results and meet the set expectations.
To enhance the effectiveness of email automation campaigns incorporate the following tips and best practices:
Positioned at the forefront of the industry revolution. AMP is an innovative open framework that has revolutionized email marketing by introducing interactivity. Growth marketers are encouraged to adapt by incorporating AMP to redefine email marketing and boost rate of conversion. The impact of this approach reveals that email incorporating AMP for email have reported up to 3x higher rate of conversion and CTR when compared to traditional email marketing campaigns. With real-time interaction, dynamic content and personalization AMP for email can open new avenues for growth and retention. Harness the power of AMP for Email with CleverTap and stay ahead of the competition.
Embracing email marketing automation is not just a choice but a necessity. It is an effectual tool for brands to reach out and engage with the target audience and grow. These time-saving tips and strategies can help marketers create and implement impactful email automation campaigns that provide value to the user through personalized and relevant messaging and drive them to take action.
To learn more about email marketing automation and how CleverTap can transform customer engagement and retention for your brand, schedule a demo today.
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