4 Fantastic Email Automation Strategies to Try Today

By on February 27, 2019

Successful eCommerce rests on powerful automation strategies. Many automation tools exist to boost your activities from gathering leads to smart retargeting.

Email marketing allows you to use a great share of tools for exactly this purpose. But none of the tools will help you if there’s zero strategy behind it.

In this article, we’ll take a closer look at four email automation strategies that increase your market share, boost sales, and offer innovative CRM approaches.

#1 Web tracking

Sales funnels contain multiple steps. Unfortunately, some eCommerce owners don’t even know their site’s steps.

The knowledge behind the navigation map ideally stems from web tracking instead of the marketer’s guesswork. Google Analytics allows you to gather a substantial amount of valuable information even before any of your leads have converted into buyers.

When you have enough data, you start to see patterns. Even a few weeks of analytics uncovers potential leaks in your sales funnel. What does analytics have to do with email marketing?

For example, having an overview of your most sought-after products lets you highlight these favorites in your newsletters.

Recognizing best-selling products in email campaigns is just the tip of the iceberg. You can automate emails that communicate with visitors that show clear signs of buying intent. You won’t have to ask them directly; their behavior on your eCommerce site sends signals clear enough to start further engagement.

One of the most obvious signs is visiting a product or a wider category page several times. Imagine running a brick-and-mortar store. A customer repeatedly visiting your store would raise an active interest in even the timidest salesmen. You would go and talk to them.

When you are running an eCommerce, sending an email to the prospective customer is the digital equivalent of asking: “I see you are interested in this jacket!”.

#2 A/B testing

A/B testing is an important digital marketing strategy that can be used in many contexts, including landing pages and email marketing. Testing one piece of copy or visuals at a time is far from automation. A/B testing means you send out two versions of the same email.

The differences reflect the thirst for practical knowledge about what works better. For example, different subject lines, the inclusion of subscriber’s name, use of personal or business name, and making use of emojis are all aspects of a sales email you can test. Results show you which details make or break the open rate, click-through, and other variables that are easily measured.

#3 Segmentation

In the digital age, marketing to everyone in the exact same way age is a flawed strategy. Segmentation isn’t flawless, but it’s a great way of moving your email marketing strategies towards efficient automation. This approach means you identify and separate your email subscribers into various divisions.

Once you have made the segments, you can send your customers on separate user journeys while targeting their attributes and needs.

 How does that work out in real life?

Let’s say you have a growing base of subscribers who haven’t made any purchases for more than 90 days. You can send them attractive offers tailored to their segmented shopping histories.

#4 Smart data collection

Many popups asking to sign up for a newsletter include only the email address. One step further is assembling additional information like birth date, country, or gender.

Wise companies aren’t doing this for mindless data pooling. Using this information sets you up for creating clever automated email campaigns.

It has been noted that birthday emails are one of the best-performing automated email concepts out there. On average, you might expect a 45% open rate and a five-fold conversion compared to standard emails.

Collecting useful data about your customers kickstarts your email marketing automation. Even common sense tells you that people love personalized letters more than anonymous messages.

Mixing strategies

Successfully implementing the strategies demands focus on every single strategy, one at a time. In the long run, though, you’ll gain the most value by layering the marketing automation strategies on top of each other.

While you’ll apply collected data points to the campaign emails, it’s valuable to enforce further segmentation and do A/B testing at the same time. Synergy is the keyword here.

About Whitney Blankenship

Content Marketing Manager for Omnisend. When not writing awesome content, Whitney is reading up on the latest in digital marketing, eCommerce, and social media trends. She is obsessed with pop culture, art, and metal. Powered by coffee. Fastest Googler in the West.

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