While newsletters and one-off campaigns will always have their place in your email marketing strategy, the smartest companies are starting to setup automated email campaigns that trigger off of a user’s actions. Better still consumer actions that trigger an email.
Why? Because these automated emails are timely, personalized and hyper-relevant to the reader. As a result, they are opened and clicked more frequently and drive visits and revenue for your business.
Sound good? Then keep reading. In this guide, we’ll go deeper into exactly what automation is and show you an email facility you can use in your ecommerce business to grow your revenue.
What is email automation?
Grow your business
Increase product usage
Most online applications utilize some sort of free trial period to get potential customers to try the product and ultimately become a paying customer. We do likewise at SwiftERM, but we also appreciate often fledgling companies need help, and we’d rather look after these people offering them free use of the system to help them get established, than run the risk of charging before it becomes viable for them to adopt. This has the added benefit of not only developing an appreciation with new clients, who then deliver the most glowing references, but as and when their business grows, you have the most solid loyalty base.
This helps them grow their business in other ways too. They can prioritize features better because they know what people are using the product for, and they can attract new customers more easily because they know why people dislike competitor’s tools and what the key messages to be putting out there are.
The good news is, this kind of email is super easy to set up and you can start getting quality feedback right away. You simply add new customers or trial signups to your database and SwiftERM automatically know from their IP address their previous buying patterns and that nirvana of information, their browsing selections too. Then they automatically receive emails on a regular basis.
Inform your customers of upcoming expirations
Losing existing customers can cost your business lots of money. In fact, According to Bain & Co, a 5% increase in customer retention can increase a company’s profitability by 75%.
Repeat business is a critical driver of growth for many organizations. In fact, according to research it costs 5 times more to acquire new customers than it does to keep your existing ones.
One of the best ways to get repeat business from your existing customers is to send them regular reminder emails. An Experian study illustrated that SwiftERM delivered a 6 fold increase in transaction rate and 51% increase in CTR. This works particularly well for people that buy consumables on a recurring basis.
Nurture your leads
According to research, 50% of leads generated by organizations are qualified but not yet ready to purchase.
The challenge with this is, how do you help move those leads along to purchase without spending too much time on them? And how do you make sure your business is top of mind when they are ready to purchase?
Using automation to set up a series of lead nurturing emails can be a great way to do this. As swiftERM only ever sends details of products the recipient has demonstrated an interest in, they come as reminders and invitations to treat.
They are a series of automated email messages over time that educate your audience on the benefits of your product and why they should use it. It also perpetuates their appreciation of you and your company, never selling, but rather reminding.
Only once they have been sufficiently educated on the problems of their existing approach and the benefits of replacing it with a product like yours do you introduce your product and make an offer, at which point they are much more likely to sign up or purchase.
This kind of automated email series, when sent to the leads your business generates through your website and other marketing channels, can be a very effective way to nurture potential customers through to purchase, and help grow your business.
To do this for your own business, you simply set up an automated email that monitors your blog’s RSS feed for new posts and then automatically pulls the content in and sends the email to your list of subscribers.
If you want to get more advanced, you can set the send frequency based on your recipient’s preferred contact frequency. You simply set up the email to send either monthly, weekly or daily and it will automatically pull in any content that was published since the last time the email was sent.
This kind of campaign helps to grow your business by attracting subscribers back to your website to consume and share your content, keeping your business top of mind for when they are ready to purchase.