You want to make your email campaigns more effective. What's the best way to automate them?

1 What is email automation?

Email automation is the process of sending personalized and relevant emails to your subscribers based on their actions, preferences, or behaviors. Instead of manually creating and sending each email, you can use software or platforms that allow you to design, schedule, and trigger emails based on predefined rules or workflows. For example, you can send a welcome email to new subscribers, a follow-up email to those who downloaded your lead magnet, or a reminder email to those who abandoned their cart.

2 Why is email automation important?

Email automation can help you improve your lead generation in several ways. First, it can save you time and resources by streamlining and simplifying your email marketing tasks. You can create and optimize your emails once and let them run automatically without constant intervention. Second, it can increase your engagement and conversions by delivering personalized and timely emails to your subscribers. You can segment your audience based on their interests, needs, or stage in the buyer's journey and send them emails that match their expectations and goals. Third, it can enhance your performance and insights by tracking and measuring your email campaigns. You can analyze your open rates, click-through rates, bounce rates, and other metrics to see what works and what doesn't and adjust your strategy accordingly.

3 How to automate your email campaigns?

To automate your email campaigns, you need to have three main components: an email marketing platform, a lead generation strategy, and an email automation workflow. To set them up, start by choosing an email marketing platform that offers email automation features. Consider options such as Mailchimp, HubSpot, ActiveCampaign, or ConvertKit and compare their pricing, functionality, and integrations. Then create a lead generation strategy that defines your target audience, your value proposition, your lead magnets, and your landing pages. Lastly, build an email automation workflow that outlines the sequence and logic of your emails. Decide what triggers each email, what content and design each email has, and what action each email expects from your subscribers. You can use templates, drag-and-drop editors, or visual builders to create your workflow.

4 Tips for effective email automation

To make your email automation more effective, there are several tips to follow. Before launching your emails, use tools like Litmus or Email on Acid to check how they look on different devices and browsers, and use A/B testing to compare different versions. Additionally, personalize your emails with dynamic content and variables such as subscribers' names or preferences. Furthermore, monitor and analyze your email automation results with dashboards, reports, or analytics tools. Additionally, get feedback from subscribers with surveys or polls.

5 Examples of email automation workflows

To inspire you, here are some examples of email automation workflows that you can use or adapt for your own lead generation: a welcome series to thank new subscribers, introduce your brand, and offer them value; a lead nurturing series to provide potential customers with valuable information and address their objections; and a cart abandonment series to remind customers of what they left behind and offer them discounts or free shipping. These workflows can help you create a sense of urgency, overcome doubts, and persuade customers to take the next step in the buyer's journey.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?