Automation Demystified: 5 Steps to Streamline Your Process

Launching an email automation solution takes some work. But it doesn't need to be complicated—and you probably already understand the process and its benefits better than you know. After all, most of us are already automating in our personal lives even if we don't realize it. Do you schedule your credit card bills for monthly auto pay, or sign up for regular prescription refills? Email automation applies that same principle to your marketing, at scale. Need a few examples? Here are five steps to streamline automation onboarding. 1. Say HelloShow your new subscribers they're valued with a targeted welcome series. Why make this extra outreach? New subscribers are key to the success of any marketing program. They're more engaged, and since they haven't seen your content before, they're statistically more likely to click and open your messages. In fact, in one Experian study, results revealed welcome emails have four times the open rate and five times the click rate of traditional newsletters. You can make a good first impression on these new subscribers with an automated welcome series. It's a good way to put you in control of how your subscribers are introduced to your brand—and it builds rapport with your customer. 2. Use Lead Magnets to Attract Subscribers (Pun Absolutely Intended)Want to draw in countless new contact opportunities? Create an irresistible lead magnet. Tie your signup form to a great piece of content (the lead magnet) and automatically collect email addresses from potential leads. Use your understanding of your unique audience to select a lead magnet that is desirable and appropriate to your target subscriber, whether that is an ebook, a coupon or even access to an invitation-only webinar. 3. Bring on That (Relevant) Content! Jupiter Research says relevant emails drive 18 times more revenue than general e-blasts—so, tailor your emails according to the lead magnet they used to find you in the first place. Here's an example: If a new subscriber met you at a conference, your emails should not only remind of them of who you are, but also connect back to that shared event experience. Include a reference to that inspiring keynote speaker, or the equally inspiring chocolate explosion cupcakes served during the coffee break. 4. Don't Forget: Timing is EverythingIn marketing automation, you earn points for personalization. Birthdays, anniversaries and recent purchases are all perfect triggers for a well-timed automated message from your brand. Simply schedule a date-based automated email paired with a special offer, and send annually on your subscribers' special day. This is a simple way to stay top of mind and build loyal customer relationships. 5. Use Automation-Gleaned Results to Build Support for Your Automation Efforts. Want results you can be proud of in your next meeting with the boss? Automation can help. Triggered email messages average 70.5 percent higher open rates and 152 percent higher click-through rates than traditional bulk messages, according to Epsilon. Christopher Lester is the vice president of sales at Nashville, Tenn.-based email marketing tool provider Emma. Tweet him at @ChristophLester. And, for a deeper dive into the ways automation can streamline your marketing efforts, download "Automation Demystified: A Modern Marketer's Guide to Email Automation" for free here.

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Automation Demystified: 5 Steps to Streamline Your Process

Christopher Lester

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Christopher Lester