Automating the sending of emails is a way to save staff time and that’s just one of the benefits of implementing this process.
More and more companies invest in automation with the use of marketing automation software that also performs various other tasks.
A survey by the VentureBeat website showed that companies that choose to automate the sending of emails are able to increase their leads by 80% and conversions by 77%.
With the uptime freed up by email marketing automation, the team can work on new strategies to improve steps in the sales funnel.
Want to automate the sending of emails in your company? We’ve put together a guide below with the seven essential steps of this process and we even have the tips of an inbound marketing expert to help you. Keep reading!
Steps to Automate Email Sending at Businesses
1. Organization of email contacts
The first step to automating email sending is to organize all the email contacts you have in your current database.
This selection phase is more laborious, but essential to have a qualified list and no emails with errors.
Comb the lists, gather them into a single file and then import them into marketing automation software to segment them, following the business criteria.
2. Analysis of the characteristics of your website visitors
Once you’ve organized your existing lead contacts, you should also better understand the profile of the audience that has come to your site to automate the sending of emails.
To do this, use tools like Quantcast and Google Analytics that provide important metrics about a website’s performance and hits.
Don’t have Analytics installed yet? Learn how to put Google Analytics on your website with the tips in this post.
With these programs installed on your company’s website, you can get information about:
- demographic characteristics such as age and gender of visitors;
- from which cities, states and countries the most accesses come;
- through which devices users access your website: desktop, mobile or tablet;
- what are the most accessed pages;
- which pages are first accessed, etc.
This information will guide the tone of the company’s communication, the language, the types of images used, updates to the responsiveness of the website/landing pages, among other points.
3. Structuring lead capture forms
In this step to automate the sending of emails, you will organize the structure of the forms that will be used on landing pages, company blog pages and marketing emails.
Marketing automation platforms offer the ability to create landing pages, for example, and save new leads directly into the system’s database.
Analyze which fields of information are most relevant and which your target audience would be comfortable responding to.
Avoid asking for personal data and prioritize name and email, for example, for first contacts.
4. Planning the types of emails to send
For your campaigns to have results, you need to automate the sending of emails in a way that makes sense.
For example a user has just signed up to receive your weekly newsletters, so they can automatically receive a welcome email.
Every email you send needs to have well-planned content and an attractive design so that your email marketing open rate is positive.
To do this, plan with the team what will be the default emails and for each campaign think about whether there is a need to create extra sends. When sending, don’t forget to create an impactful email subject line.
5. Planning and creating relevant content
So far we have talked about the analytical and technical part of automating the sending of emails, but the content sent in them deserves equal attention.
In fact, it is the relevant, unique and attractive content that will make this “machine” work throughout the stages of the sales funnel.
Offer e-books, video classes, webinars, infographics with content that your audience is interested in learning and for which they won’t mind giving their email.
6. Structuring the path to conversion
From the beginning when the customer offers the e-mail for some material until the moment he makes the purchase decision, he goes through a path where he is nourished with information.
Therefore, to successfully automate the sending of emails, it is important to understand this path to conversion.
For example, your company has a SaaS product and the high point of the conversion journey is when the user signs up for the 15-day free trial. What led you to this decision? The flow of emails needs to be constantly improved to result in this action.
7. Campaign performance analysis
All of the previous work to automate email delivery won’t be effective if the team doesn’t analyze the results. Metrics will guide new actions and generate valuable insights for the work. Don’t skip this step!
Some basic information to monitor is:
- Contact bank growth: the company can have lead capture goals for each period of the year or per action;
- Email open rate: Analyze the types of email that favor the most interaction and the messages that impact and generate the most clicks;
- Unsubscribe rate: it is important to track this metric and create options for the user to point out the reason;
- Conversion rate: Analyzes the efficiency of nutrition campaigns and whether they are leading to the intended goals.
You have a step-by-step in your hands, but how about learning a little more about how to automate the sending of emails with experts on the subject?
How to Automate Email Sending: Tips from an Expert
Below, you can check an exclusive testimonial from Bruno de Oliveira, CEO of Servmarket, an agency specialized in marketing and sales processes.
“Before thinking about automation flows that generate great revenue for the company, that have extraordinary open rates and clicks, the first step is to map your lead’s buying journey and your sales process. Every company has its peculiarities when making a sale. For example, an industry often needs to finance the equipment it wants to sell and this also prolongs the sales cycle.
With this in mind, we note that there are margins for a decline in the sale, as the financing approval may go away and the customer withdraws for some particular reason. You can even give up because of the seller’s insistence that he didn’t know how to make a good approach.
Therefore, the first step is to think about the automation structure, creating an input flow of learning and discovery to entertain the prospect, always with triggers that direct him to the next flows, such as:
- Going to the recognition of the problem that will take the lead to identify the possible problems they may have;
- Consideration of the solution where it seeks to discover the possible solutions to solve that problem that you have;
- Buying decision, which is when you are interested in your product and are served by the seller.
As a sale does not always result, we need to think about the objection stream that aims to identify the reason why the lead was marked as lost by the salesperson. And follow a path focused on that problem until you are ready to purchase.
If a new attempt still did not result, think about a disposal flow to keep the base sanitized.
And when the lead decides to buy, there’s nothing better than putting it in a retention and crossing flow.
And after having the structure ready, then yes, we analyze metrics such as open rates, lead experience in the flow, how much return each step had, the number of leads that went through the automation and resulted in sales, to carry out possible optimizations. ”
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