Email marketing is a powerful tool for e-tailers to communicate effectively with their customers and prospects. However, manually managing the sending of emails can quickly become a never-ending spiral. That's where email automation comes in. In this article, we'll show you the best practices for automating your email marketing and help you optimize your campaigns for better results.
What is email automation?
Email automation is a technique that lets you send targeted, personalized emails to your contacts automatically, based on certain predefined triggers or scenarios. Instead of sending each e-mail manually, you can set up an automation system to send the right e-mails at the right time.
The benefits of email automation
Email automation has many advantages for your online store. Here are some of the main ones:
- Time saving: automation saves you valuable time by sending emails automatically, allowing you to concentrate on other important tasks.
- Increased personalization: thanks to automation, you can personalize your emails according to the specific actions and interests of your contacts. This allows you to offer a more relevant and engaging experience.
- Sales boost: By using marketing automation scenarios, you can send targeted emails at strategic moments in your prospects' buying journey, which can increase the chances of conversion and boost your sales.
- Improvedengagement: Email automation lets you send regular, relevant messages to your contacts, boosting engagement and strengthening relationships with your customers.
Common email automation scenarios
Automated emailing offers many possibilities for targeted interaction with your contacts. Here are a few commonly used scenarios:
- Welcome scenario: When a new user subscribes to your email list, automatically send them a welcome email to thank them for signing up and give them an idea of what they can expect from your future emails.
- Cart abandonment scenario If a user adds products to their shopping cart but doesn't complete their purchase, send them an automatic e-mail to remind them of the items they've left behind and encourage them to return to your site to complete their order.
- Post-purchase follow-up scenario: order, provide delivery tracking information and offer complementary products or special offers.
- Birthday scenario: To keep your customers coming back for more, automatically send them a special email to celebrate their birthday. You can include a promotional offer or an exclusive gift to entice them to return to your site and make a new purchase.
- Reactivation scenario: If a user hasn't opened or clicked on your emails in a while, send them a reactivation email to remind them of your existence and encourage them to engage with your brand again. You can propose a special offer or ask for their feedback on their preferences to better personalize your future emails.
- Product recommendation scenario: Based on a user's previous purchases, automatically send them e-mails with recommendations for similar or complementary products to encourage them to discover new items that might interest them. Use a no-purchase visit as a trigger for this scenario.
These scenarios are just a few examples. Automated mailings let you create personalized, relevant customer journeys to maximize engagement and conversions.
Steps to automate emailing
Step 1: Define your goals
Before you start automating your email campaigns, it's essential to clearly define your objectives. Do you want to promote new products, recover abandoned shopping baskets or retain an existing customer? With clear objectives in mind, you'll be able to create more effective campaigns.
Step 2: Segment your contact list
Segmenting your contact list is an essential step towards successful automation. Divide your contacts into groups based on criteria such as purchase history, preferences or online behavior. This will enable you to send personalized, relevant messages to each segment.
Step 3: Create automation scenarios
Once you've defined your objectives and segmented your contact list, you can create automation scenarios. For example, for new subscribers, you can send a welcome e-mail with a discount code. For abandoned shopping baskets, you can send a reminder with an incentive to complete the purchase. You need to identify the different moments when it's relevant to communicate with your contacts to create eye-catching scenarios.
Step 4: Write powerful emails
When you write your automated e-mails, make sure they're punchy and engaging. Use clear, persuasive language, add attractive visual elements and personalize the content according to the information you have on your contacts. Don't forget to include clear calls to action to encourage recipients to take action.
Step 5: Test and analyze results
Before launching your automated campaigns, carry out tests to make sure everything is working properly. Once your campaigns are up and running, analyze the results regularly to identify opportunities for improvement and adjust your strategies.
Using marketing automation software
Marketing automation software lets you automate your email campaigns without having to worry about scenario parameters manually. This is the case with Kiliba, which connects to your CMS in less than 10 minutes to boost the profitability of your campaigns as quickly as possible.
How do I set up marketing automation with Kiliba?
Now that you're familiar with the advantages and scenarios of email automation, you should know that it's all possible with just one platform: Kiliba. Here are the steps you need to follow to set up marketing automation with this software:
- Registration and configuration: Register on the Kiliba platform and configure your account settings by adding your company information. Then connect your CMS to the tool.
- Choice of scenarios: Kiliba offers you a multitude of predefined scenarios to activate. These scenarios are powered by Kiliba's machine learning algorithms. You'll find several types of calendar scenarios, web animation scenarios or customer event scenarios.
- Kiliba takes care of it: After activating the scenarios, the AI developed in-house by Kiliba will collect and process your customers' data to send them the best e-mail at the best time.
Each e-mail is personalized with the recipient's name and the online store's colors, using an existing template.
Kiliba's algorithms take care of managing the time between mailings.
- Analyze results : Use the Kiliba dashboard to track the performance of your automatic e-mail campaigns and the sales generated by them.
Conclusion
With Kiliba, you can transform your email marketing into an automated, personalized and high-performance process. By using Kiliba's advanced features, you can automate the sending of emails and improve customer engagement, which can lead to increased sales and loyalty. Don't wait any longer, get in touch with Kiliba and discover the benefits of marketing automation today!
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