3 Types of Email Automation Campaigns to Transform Your Marketing

October 27, 2017

Email campaigns and automation are fantastic, low-cost tactics you can use to easily make the most of your marketing. In fact, companies that use automation strategies have reported an increase in revenue within the first 6 months of use.

By creating carefully targeted and relevant content with drip email campaigns, you can achieve various business goals such as engaging or re-engaging consumers, nurturing your customer relationships or build credibility and trust around your brand.

There are several ways to do this but we’ve taken out the guesswork and found 3 types of automation campaigns you can implement to boost your brand and bottom line today.

Learn more about our Email Marketing services.

Essentially, drip email marketing is about sending out the right information at the right time and keeping your audience engaged and informed about what you can offer them. While this marketing process is a great way to stimulate sales, it’s also an easy way to keep track of your business goals since email campaigns are highly measurable.

In the list below, you’ll find 3 ways to make email automation work for your brand. Find out what they are and their best practices:

1. White paper drip campaign

Use this type of automation campaign to send out targeted and relevant content to end prospects. It’s reported that drip campaigns generate an 80% higher open rate than single send emails, so if you were ever looking for a reason to implement automation, this is it.

Best Practices:

  • Segment your email lists. This will help you determine and discover different buyer persona’s.
  • Send out sharable, relevant and valuable information based on the above user preferences.
  • Craft visually stimulating content to keep your audience engaged and informed.

Try out different email designs with calls-to-action that will prompt your users to convert. Also remember to strategically schedule these emails to grab your consumer’s attention at just the right time.

2. Abandoned cart drip campaign for e-commerce sites

Sometimes customers need a little push for you to close the sale. Use this type of campaign to advance your audience to the final stage of the sales funnel. They’ve already shown interest in your product; this gentle reminder can help you nudge your consumers into making the purchase. Research shows drip campaigns have a great chance of closing sales with abandoned cart emails averaging a 46% open rate and a 13% click rate.

Best Practices:

  • Offer discounts in the reminder message. Your customers won’t be able to resist a great deal.
  • Pique their interest with an enticing subject line to re-engage them or create a sense of urgency by letting them know the product won’t be available for much longer.
  • Include authentic and positive reviews of the products they were looking to purchase.

It’s important to re-engage your consumers soon after they’ve abandoned their cart, so don’t wait longer than 30 minutes to send out the email. You can include more information about the product they searched for or an email with a discount or promotion if they return to make the purchase soon.

3. Service-based drip campaign for B2C and B2B companies.

Email automation is a great way for service-based businesses to engage their audiences and get more from their marketing efforts. Since most B2C and B2B companies face different sales cycles, drip campaigns can come in handy for lead generation.

Best Practices:

  • Use A/B testing and subject lines that will hook your customers at a glance.
  • Segment your client lists and offer information or seasonal tips to keep them interested in your brand.
  • Create urgency or build excitement towards an event, promotion or major upgrade happening at your business.

More than 80% of professionals prefer to communicate via email for business purposes. Take advantage of this as a B2C or B2B company by keeping your brand front of their minds through carefully scheduled, personalised content that appeals to their business needs.

Relevant emails drive 18x more revenue than generic broadcasted emails. If you take the time to pay attention to your subscriber’s habits, you’re likely to see a big return for your email automation efforts. Don’t delay, transform your marketing with automation today.

<a href='https://dragonflydigital.co.za/email-marketing' alt='email marketing companies, Johannesburg South Africa'>email</a> campaigns infographic