How Can I Put Email Marketing to Work for Me Through Automation?

As a company grows, maintaining a relationship with customers and leads without a scalable, automated system can quickly become an unmanageable task.


Email marketing automation lets you stay in touch with your customers, subscribers, and prospects, reaching them at just the right moments with the right messaging and helps build stronger relationships.


Being able to deliver content that’s triggered by the behavior of your recipients drives more traffic to your website, increases engagement, and ultimately brings you higher sales conversions.

With email automation you can:

  • Continually keep in touch with leads and customers
  • Develop deeper relationships through engaging content
  • Keep your business top of mind
  • Streamline your sales funnel

Email automation utilizes triggers and workflows.


A trigger is an action, such as opting in to a specific list, opening an email, clicking a link, or even an activity occurring directly on your site that can be linked back to a specific user such as abandoning a shopping cart during checkout.


A workflow allows you to manage the conditions and action of your email automation, such as how long after a trigger should an email be sent and which emails to send.


You can add triggers throughout a workflow to create a complex decision tree, depending on how complex your conversion path is and how personalized you want to make the user experience.


For example, you could be hosting a webinar.


By registering for the webinar, this triggers a series of emails including an immediate confirmation email, a reminder 3 days before the webinar, and a reminder the day of the webinar. Then, depending on whether they visit the webinar page of your site, this could trigger the workflow to split into new segments. Attending the webinar could result in them receiving a survey email the following day followed later by “bottom of funnel” content designed to convert the user to a customer. If they do not attend, they could take a different path, receiving more “middle of funnel” content and promoting the next webinar. In visual terms, it may look like this:

Creating a workflow structure and the various emails needed for optimized automated lead nurturing and customer relationship building takes some time initially.


You have to consider all of the different paths and steps a customer or prospect may take to reach your defined goals, and you may have created different goals based on different segments of your mailing list. Some of these goals might include:


  • Nurture new leads to progress through your sales funnel
  • Convert free trial customers into paying customers
  • Reduce churn with onboarding and instructional emails
  • Elevate the position of your brand and enhance the relationship with your audience through compelling, valuable content.
  • Up-sell a new product or service to existing customers
  • Foster brand evangelist activity such as writing reviews or posting on social mediaHowever, once you set up the structure, email marketing automation is highly scalable and continues dynamically working for you behind the scenes, gently nudging the recipient in an efficient, effective manor towards your goal.

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