Email marketing has long been confirm as one of the fundamental pillars of digital marketing as an activity that helps companies to retain their audience and increase sales.However, there are changes in consumer habits and desires that can no longer be ignor. One of all, the search for increasingly personalized purchasing experiences .
This explains the importance of email
If in the past email campaigns followed a one-shot logic, with manual sending to all contacts without distinction, now automation makes it possible to send emails in response to specific actions or user behaviors , thus ensuring that the right message reaches the right people at the right time, to increase the possibility of conversion and loyalty .
In short, email automation has opened up new horizons for companies . Instead of adopting a generic and dispersed approach, brands can now send relevant content at the best times to establish much more profitable relationships with customers and prospects, reduce spam and improve overall results . Here is an overview of email marketing automation, its benefits and some practical examples.
What is Email Marketing Automation?
Before we move on to consider what email marketing automation is, it is useful to take a step back and review the definition of email marketing.
Email marketing is the activity of sending emails to a large list of contacts, using a one-to-many approach . This means that content, necessarily generic, is sent to a large and diverse audience, often including promotions, new products or newsletter updates.
When it comes to email marketing automation , the main difference lies in the level of automation and personalization. While traditional email marketing is manual and direct, email marketing automation uses advanced technologies.
But what exactly is meant by automation?
As we will see, marketing automation software allows you to set predefined rules that allow the automatic sending of a communication at the very moment in which certain conditions occur . For example, a user’s subscription to the mailing list generates the sending of a welcome email, or even the abandonment of the cart leads to the sending of a reminder email.
Whatever the triggers set in the software, that is, the actions performed by users, one thing is certain: automation allows you to create highly personalized messages that reach the customer or potential customer at the most appropriate time , without the need to dedicate yourself to long manual sending operations. This is a solution that helps develop truly customer-oriented strategies designed to make them feel at the center of communication.
Because in fact, starting from the
Analytical data collected from the website , just to give an example, the email automation software is able to identify behaviors, preferences and recognize any previous purchases of users . Here then the segmentation of the lists (and consequently the communication) becomes extremely refined, with great advantages in customization thanks to the creation of real workflows or predefined scenarios, which are activated precisely on the basis of the actions and behaviors of the contacts.
The benefits of email automation
Email automation offers numerous benefits thanks to its ability to optimize and personalize email marketing campaigns.
Personalization
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As we have seen, email marketing automation software allows you to send personalized communications based on customer behavior, such as promotions based on products viewed or purchased previously , making emails more engaging and effective. It is список сотовых телефонов в европе no coincidence that it seems that 90 % of consumers find personalized content very attractive . And the interesting thing is that personalization can be based on targeted segmentation based on demographics, behaviors, past interactions and much more.
Time saving Another advantage that is
Certainly not secondary is the saving of time and energy for the marketing team. Instead of dedicating yourself to manually compiling mailing lists and scheduling messages, the team can focus its resources on more strategic activities , such as building deeper relationships with customers.
Loyalty
Email marketing automation also
Helps improve customer retention, which is no small bi lists feat considering that it is easier and more profitable to sell to an existing customer than to acquire a new one . To maximize the effectiveness of these lead nurturing campaigns, it is of course important to schedule relevant messages to keep customers informed and engaged over time.
Scalability of marketing strategy
It goes without saying: if emails have to be sent manually, the number of contacts reachable can only depend on the amount of resources dedicated to the activity. Thanks to automation, however, it is possible to scale email marketing activities without any limits whatsoever.
