The Importance of Email Marketing Automation

Email marketing automation

Successful marketing automation allows your business to use hyper-targeted and behaviour-triggered messages to reach the right audiences. Email marketing automation is beneficial for your email marketing strategy, by growing your email and SMS list and driving more repeat sales at higher cart values. In this blog, we will look into what exactly a marketing automation is and why it is so important for an email marketing process. Let’s dive straight in…

What is Marketing Automation?

Marketing automation refers to the notion of software executing, managing and scheduling marketing processes automatically. This includes SMS and email marketing flows which are triggered by an action from customer behaviour. Marketing automation leverages your customer’s historical and real-time data, in order to segment and provide the most relevant content, at the right time for them.

Email marketing blog section

Personalisation at Scale

Email marketing automation enables the creation of personalised and targeted emails based on customer behaviour, preferences, and demographics. This allows businesses to upkeep personalisation on a large scale across a wide variety of audiences. Automated marketing achieves customer value by giving each customer the feeling that they are the number one priority.

For example, a customer who has recently purchased a jumper from a business won’t be interested in seeing the same jumper again. However, they may be interested in matching bottoms or a jacket. Email marketing automation means you can tailor content to individual recipients and in turn significantly improve engagement and conversion rates.

Time and Efficiency 

Marketing automation allows businesses to support audiences in each area of their customer journey, without having to send email campaigns at all hours of the day. No longer will you have to search when is the best time to send email marketing and ensure you’re manually sending out emails at that time. Automated emails and SMS marketing eliminates the need for manual and repetitive tasks and allows marketers to focus on their email marketing strategy. Marketing automation platforms can test and track a variety of elements through A/B testing capabilities; this includes subject lines, content, and calls-to-action which can optimise performance as a result. Non-automated marketing would not be able to provide this with the same amount of ease and efficiency.

Don’t get us wrong, at MIRA we know non-automated email marketing such as campaigns are great for sending messages with valuable content such as relevant offers and product launches. However, if you haven’t already got marketing automation within your email strategy we’d recommend starting now! 

Not sure where to start? As a digital marketing agency Newcastle, we can help you deliver personalisation at scale to improve your customer relationships and significantly increase your revenue. Get in touch today to gain an efficient and effective automated marketing strategy.

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