If you’ve ever felt like your inbox is overflowing, there’s good reason for it. Research shows that we send 124.5 billion business emails (in addition to 111.1 billion consumer emails) every single day. That means the average office worker is getting 121 emails per day!
Most people toss a fair amount of those emails into their junk folder—which can be an unnerving idea if you’re in the marketing business. After all, how do you send customers the right email without overwhelming them? How do you offer relevant info without ending up with the spam messages?
That’s where email automation can make all the difference. With this simple tool, it’s easy to send the right email at the right time, ensuring that you’re offering content your audience actually wants to see. If you haven’t already set up your automation, here are a few key reasons your brand needs it.
1. It’s Automatic
It’s impossible to post about this topic without mentioning the time-saving benefits of an automated system. With this type of email workflow, you’ll need to set up your campaign on the front end with your choice of email marketing platform, like Mailchimp or Campaign Monitor. However, once you’ve done this, all you need to do is choose a specific trigger and then forget about it. No one on your team needs to monitor user behavior or click send, saving your organization a lot of valuable time.
2. It’s Personal
If you want an easy and effective method of lead nurturing, email marketing is hard to beat. All of the major platforms have options for personalization using your customer’s name, company name, and more. This may seem like a small detail, but it’s a surprisingly important one: research shows that personalized subject lines alone make readers 26% more likely to open an email. In other words, your new email workflow can save you time and nurture leads more effectively than you could with a generic email blast.
3. It’s Relevant
On the topic of generic content, it’s safe to say that there are few things more annoying than getting ads and messages that clearly aren’t helpful or tailored to you. Unless you want to be known as that brand that sends irrelevant, off-topic emails that clog your customers’ inboxes, you’ll want to make sure you’re sending the right message at the right time. With automated campaigns, you can choose specific triggers and create detailed workflows that ensure that each email is relevant to your customer and their position in the marketing funnel.
4. It’s Good for Your Bottom Line
Email marketing already has one of the best ROIs of any tool you’d care to try. You assume that spending a little extra money on automation would negate that, but you’d be wrong.
Automation helps save money on several fronts. It saves your marketing team the time of creating (and resending) email campaigns. It also saves your sales team time by giving them warmer leads to work with.
On the other end of the spectrum, the relevant emails we discussed earlier can help you make more money as well. Just as a Google ad targets customers by showing them the right ad at the right time, your emails can follow specific triggers to send customers the right message at the right time. This means relevant offers and content that can increase your overall sales.
5. It’s Easy to Track
These days, all major email automation platforms offer detailed reporting functions. This means that you and your team can track every aspect of your campaign, tweaking the specifics to get better long-term results as you go. From your click-through and conversion rates to your unsubscribes and ROI, the analytics can tell you exactly where you stand at a glance.
We get it: it’s hard for any small business to decide where to put their marketing dollars. But we’re here to tell you that email marketing is a safe bet! With its ability to save you time, effort, and money while keeping your brand top-of-mind, it’s an easy solution for reaching your audience at the right moment.
If you’re looking for more marketing insights to decide how to get the most out of your marketing budget, check out our blog to learn more about the strategies that work.