- Email marketing automation helps get the right message to the right customer at the right time to encourage a sale
- Using easily available data on the behaviour of your website’s visitors, you can gain sales after cart abandonment, site visits and sign-ups.
- Setting up an automated email marketing strategy is simple with the right tools.
The simple truth that most email marketers know is that your most effective email marketing strategy rely on two things - accurate and timely customer data.
Once you know which product your potential customers are viewing and which part of your website they gravitate towards, you're halfway there towards a sale. You can also use this data to target your messaging to your customers. By personalizing your messages, it becomes more relevant to a customer and increases your chance of a sale.
But what if you could do all this on autopilot?
This is where email marketing automation comes in.
With email automation, you can send customized messages to your subscribers automatically, saving you critical time through an automated process and earning you passive income with tailored messages. You’ll be communicating with your customer or potential customer at the right time with the right message to nudge them towards a purchase.
Here are four critical data-driven email marketing automation strategies designed to increase your sales.
1. Tracking your web visitors
Web tracking is a tool to determine how customers use your site. It shows you where they begin and which parts of your site they click on the most. The best email marketing automation uses this data to target customers more efficiently. While Google Analytics can help, live web tracking gives you an even closer look into a customer’s web behaviours.
Tracking allows you to intelligently segment your customer base according to habits and preferences. For the big picture, you'll also find out which pages are most appealing to users and which products are most often viewed.
Furthermore, having data on when your site receives the most traffic allows your automated marketing program to send information and special offers to the greatest number of website users.
2. Putting data to use
Once a potential customer has viewed an item several times, it makes sense to put it in front of them again. Email marketing automation can send targeted emails to a website user that feature the items they've visited the most.
Whether your data is specific to particular customer or applies to the whole customer base, the information gathered makes it easy for your automated marketing system to create:
- Targeted Emails
- SMS Texts
- Social Media Content
- Website Pop-ups
By integrating several channels all working from the same data, you can create a seamless omnichannel customer experience that will keep your customers engaged with your brand.
3. Making metrics work for you
Recording data about customer behaviours isn't going to help much if the information isn't put to work. Email marketing automation uses the metrics from your site to seamlessly integrate the gathered data with marketing materials.
You can determine if a customer is a known visitor from your email list or a new viewer, and send targeted marketing messages accordingly. Here are some of the website visitor metrics that are automatically collected:
- Page views
- Time on site
- Product views
- Shopping cart behaviour
For new visitors, you can set your automated marketing system to send them a pop-up after they've been on the site for a certain amount of time. With smart metrics programming, existing customers won't be bothered with invitations to sign up for an email list that they're already on.
4. Using cart abandonment to increase sales
There are several streams of information that email automation uses to compile data from abandoned carts. Once a previous customer logs in, it's recorded each time a product is added to or removed from their shopping cart.
Cart recovery works for first-time buyers as well because each customer is asked to input an email address at checkout. The automation is triggered if the customer abandons the purchase before completion.
Automated cart recovery emails can be sent in a series of three messages. The first is a brief query after an hour, reminding a customer that they have items in the cart.
At the 12-hour mark, they'll receive an email that shows their cart items and encourages them to treat themselves to a purchase.
The third and final email attempts to cinch the deal by informing the prospect that their cart is about to expire while offering a discount coupon code for the purchase.
Email marketing automation works particularly well in the case of cart abandonment, as these customers are already interested and just need a small incentive to buy.
It's all about the data
In this digital economy, access to data is the key to successful marketing. Once you've set your goals and entered your preferences into the system, all you have to do is monitor your company's progress.
Email marketing automation replaces countless hours of strategizing and design with a system that does it all for you. Not only does it save you so much time, it allows you to send hyper targeted messages to earn you more revenue on autopilot.
What could you achieve with so much extra time and money?