Email Marketing Automation: How It Benefits eCommerce Brands
Just like any other facet of marketing, we're continuing to see advancements when it comes to email. Crafting an effective email campaign can be a time consuming process, but with email marketing automation it no longer needs to be.
What Is Email Marketing Automation?
Email marketing automation is the use of software and technology to perform sales and marketing functions more effectively by using multiple channels and automating simple tasks. With one convenient set up, automated email campaigns send certain messages to subscribers who meet a certain trigger, such as completing a sign up form on a landing page. Automation encompasses a broad set of tools based on a contact's behavior. It monitors every interaction and gathers insights that allow businesses to engage with their audiences at the perfect time in the customer journey.
The Benefits of Email Marketing Automation
Email marketing automation is extremely beneficial for eCommerce businesses when implemented successfully. In fact, 57 percent of marketers stated that their company saw success with automated email marketing campaigns that generated a return on their investment within the first year.
Enhance client relationships, reach potential new customers and convert more leads into sales with this marketing approach. Connect with customers on a personal level by not only moving the conversation to their inbox but also by reaching out based on their specific interested or concerns.
Send customers follow-up emails to ask about their experience with your brand or to inform them of upcoming events that they may be interested in. Trigger reminder emails in an attempt to re-engage the contacts in your database who have been unengaged with your emails, or send an abandoned cart reminder to those who leave an item behind in their shopping cart. This extra push may be all they need to return to your site and checkout.
Using automation to personalize each interaction with your audience not only saves your team time to focus on more important tasks, but it also maintains consistency throughout campaigns and makes the customer feel valued.
Automation is a great accessory to amplify a mundane email marketing strategy, but it can be overwhelming at times to evaluate all the email marketing automation platforms out there. If you need help determining the right tool for your eCommerce needs, we're here to help.
We often recommend either Klaviyo or HubSpot to our clients due to their abilities to integrate data and drive revenue for eCommerce businesses. We encourage you to take a look at both of these platforms, and reach out to our team with any questions or concerns.