See why email marketing automation is the right choice for your company

All companies that are starting to grow need to find ways and mechanisms that prevent the volume of work from exceeding the productive capacity of their human resources, and that help free up time for other valuable tasks.

In this sense, automation of e-mail marketing campaigns appears as an indispensable aid to optimize time, save resources and connect more with potential and existing customers, increasing productivity and sales.

This tool presents itself as the main tool for nurturing and advancing leads on the journey to the moment of purchase.

Want to know more about email marketing automation? In this article we show you what it is, how it works, its main benefits, how to implement it and the main trends in email marketing automation.

Check it out below!

What is email marketing automation?

Email automation is an advanced tool that allows you to create emails that reach the right people with the right message, at the ideal time, without repeating work, sending very effective automated messages to boost leads and, consequently, in boosting sales.

In other words, this mechanism consists of using technology with the aim of automating your email sending process, which will reduce manual work and improve communication with your leads.

How does it work?

This is a simple process that includes using a specialized platform, creating segmentations and sending emails.

Some examples of automation include welcome emails, sent when a customer signs up to an email list, or similar product recommendations after a user has purchased on your website, for example.

When you link your website analytics to your email marketing platform, you can target people based on behavior, preferences, past sales, etc. So, you can schedule emails to be sent at any time and send personalized messages based on the knowledge you gain about individuals.

This way, every time the visitor meets a specific condition, they will receive their automatic email, as the automation technology will analyze each person's email habits and determine the ideal time to send messages to each of them. .

Therefore, email automation consists of sending a personalized message to your customers or leads, without having to write them one by one.

3 benefits of email automation

Now that you know what email marketing automation is and how it works, we'll show you some of the benefits that this tool can bring to your business.

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Personalize customer experiences

Using email automation makes your communication more personalized and interactive, which makes your content much more attractive to the consumer. This is why automated emails get higher engagement rates than standard campaigns.

Segmenting messages through user actions on the website makes it more timely and increases its relevance. With automation, leads interested in product X receive information related to product X, and so on.

Time optimization

With email automation, instead of spending hours writing and sending emails to each lead, you just need to monitor them.

This mechanism means that it is no longer necessary to analyze lead by lead to see each person's profile and then decide which email list they fit into, for example.

Thus, activities that would otherwise be manual are now carried out automatically by the tool.

This creates an opportunity to focus your time on other activities and areas that need your attention within the company.

Greater control over email performance

In addition to saving time, automation allows access to shooting performance indicators automatically. This will enable decision-making based on facts and allow for greater adaptation of strategies to each situation.

Some of this data consists of bounce rate, reading rate, error rate and even the number of submissions that ended up in the spam folder.

Therefore, you will be able to measure the results of your email marketing sends, and then identify areas for improvement and those that should be avoided in your company.

How to implement email automation in your business?

Do a planning

Planning is fundamental in every strategy and through it you will be able to avoid several communication and offer errors.

To ensure efficiency in this process, you must interview your customers to understand what they are looking for, speak to your sales team to check whether the information collected from leads is making sense, ask the support and customer service team for useful information.

With all this information, you will be able to plan a good email marketing strategy, as you will have at hand the data you need to define exactly the user's problem and then help them solve it.

Invest in good practices

For your strategy to produce good results, it is necessary to invest in good practices, that is, adopt actions that are in line with the way you should position yourself for your user.

You can start by identifying the best type of email to nurture leads. It is also important to use the appropriate number of words per email and know the ideal number of emails to be sent to each user. The next step is to analyze when and how many materials or products should be offered by email. And don't forget to study how these emails should be written.

Top 3 email marketing automation trends

1. Customer experience

In this marketing approach, professionals need to create engaging experiences that add value to their audiences through email. It is necessary to focus on the customer and personalize the experience.

In this way, email becomes a very powerful channel, capable of building a more authentic relationship with the public.

2. Clean design and concise emails

The objective of the email is to attract the audience and then redirect them to the landing pages, providing additional content. Therefore, the design and conciseness of the text are another trend when we talk about email marketing.

It is necessary to maintain a clean email, aligned with the brand and with a responsive design that adapts to both desktop and cell phones, adapting to your entire audience.

3. Use of great toolss

Choosing the right email marketing tool has the power to significantly impact the performance of your email campaigns, as it has the ability to optimize time and deliver relevant and personalized content, creating an experience every time. more satisfactory.

Most tools are paid, but there are also great tool options with free plans. However, most have a free trial period. So, you can find out how it works first and then sign it if you identify that it will help your business.

It is worth remembering that, even with automation tools that will certainly help your business, it is essential to observe and analyze the data.

Invest in email marketing automation!

Therefore, using an email marketing automation tool in your company can help increase sales and bring better results for your business. After all, email marketing can be used throughout the customer journey, from welcome to thanking you for contacting us.

Furthermore, having this tool will help you save time and money, which allows you to invest in other areas of interest in your business.

But don't forget that, for the experience to be positive and bring good results, the key to success is to maintain a balance between automation and email strategy.

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