When starting an online business or optimising what you have already put in place, finding tools to help automate your tasks to save you time and money in the long term is hard to come by. However, with email marketing platforms, this is a common occurrence across each tool.
Backend marketing is something you shouldn’t have to take on by yourself, and email marketing automation can take these repetitive tasks away from you while encouraging personalised customer journeys along the way.
Due to the high number of platforms you can use, is it possible that you can find the perfect email marketing automation software, or are there flaws in all of the alternatives? Let’s take a closer look at the pros and cons of email marketing automation so you can gauge whether this is something you want to implement into your marketing strategy moving forward.
What is Email Marketing Automation?
Regarding what is meant by email marketing automation, this is the process of letting your email marketing tools generate emails that reach your target audience at the correct time without you completing much of the overall work. Instead of writing the same email frequently, you can set up these automated workflows that will help you send out a series of emails when you want.
As you complete your research within your target market, current customer behaviour, website visitors and analytics, you will soon notice similar patterns in age, demographics, preferences, and overall behaviour. From here, you as a team can decide how to structure your email marketing campaigns to reach a relevant audience and convert them into repeat customers.
As you begin to release your automated email campaigns, you can adapt as time goes by and test different strategies in order to attract and convert your target audience. Automation is not a linear process; there will be bumps in the road (especially if you have no prior experience), but once used precisely, it could be the tool you need to unlock your full potential.
Who Uses Email Automation?
Solo entrepreneurs, small businesses, mid-sized companies, and large enterprises all use email automation to increase their backend revenue potential. Regardless of the industry of any company—whether you’re a product or service-based company—there is always an opportunity to grow with automated marketing emails.
As you look closer into the effectiveness of email marketing automation tools, the success rate does not differ depending on the size or niche of the company in most regards; it typically depends on the quality and targeted potency of each email marketing campaign.
Often, when not performed properly—even if you’re a huge company with lots of authority—you will end up in the spam folder wondering why you’re seeing no results from each automated email. Always ensuring that quality is a top priority when pushing out automated campaigns is vital.
Advantages and Disadvantages of Email Marketing Automation
Now that you understand exactly what email marketing automation is and who can use it as an effective marketing strategy, we believe it is important that you understand both the advantages and disadvantages of it so that you can make informed decisions when it comes to choosing how you’re going to implement email marketing within your business. Let’s take a look!
DON'T MISS: 4 Most Important Reasons Your Business Needs Email Automations
Advantages
- Save time within your business: Team members now have a tool that they can use to compile email lists, send out scheduled email marketing campaigns, and target the correct audience while doing all the manual, laborious tasks—allowing them to focus on vastly important tasks in the front-end of the company.
- Personalised customer experience: Once you have all of your potential and existing customers' email addresses, email automation can help you send personalised emails that will help with lead nurturing and building long-lasting relationships with repeat customers.
- Scalability opportunity: Not only will you be able to focus more on other marketing channels and developing excellent products or services, but email automation will give you the freedom to send messages to an unlimited audience—compared to when your staff had to manually send out individual emails.
- The retention rate will skyrocket: We’ve all had customers or clients in the past who we initially converted, but due to a lack of communication and keeping them in the loop, you will lose them along the way. Yet, with automation, you will have the ability to stay on top of scheduling emails to send out to your loyal customer base.
Disadvantages
- Sending the wrong message to the wrong person: This is a common mistake that users will make when first starting with automated emails. Although it is not necessarily a disadvantage, you do have to be mindful that your email campaigns need to be sent to the correct audience; otherwise, you’ll lose customers extremely quickly.
- Spam Folder Potential: Depending on the quality of your email marketing sequences, this will often decide whether your automated emails end up in the spam folder. Therefore, taking extra care and ensuring that your automated emails are personalised and relevant is extremely important before release.
- Over-generalising: This ties in with the previous two disadvantages; especially if you’re sending out largely automated email campaigns, you must be wary of your audience not resonating with your message due to it looking like it has been sent to thousands of other people.
DON'T MISS: Creating the Perfect Email Automation Strategy with Data
Finding the Right Email Marketing Automation Partner
Especially if you’re new to email marketing, even setting up your automated email flows, campaigns, and sequences can be a challenging task—never mind making an effective strategy that is going to convert your audience into customers.
Although having clear goals, finding your target market, and creating an engaging message is completely possible for your business, outsourcing this work to specialists will not only maximise the effectiveness and efficiency of your automated email marketing, but you will also find that successful results will come your way in double quick time.
Magnet Monster are your online experts, and although we feel confident in our abilities that we can skyrocket your backend revenue and profits, we let our case studies in multiple niches do the talking. If you’re interested in speaking to our team today about how we can work together to implement the perfect automated game plan, book a discovery call here!
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