If you use email marketing, surely every day you spend a large part of your time on email campaigns, often performing repetitive tasks that do not add real value to your emails. There is a way to avoid these processes, without damaging the results of your emails, but improving their performance.
This is Email Marketing Automation . With the right tools, you can take advantage of Marketing Automation to automate your promotional (and other) email sends , freeing your marketers from the responsibility of performing the same tasks for every contact on your email list. mail.
Let’s see in detail what it is and how to choose an Email Marketing Automation tool.
What is Email Marketing Automation
Email Marketing Automation is a strategy that allows you to send targeted email campaigns to all the contacts in your database based on user characteristics, their online behavior and where they are in the conversion funnel .
Email Marketing Automation tools allow you to create workflows or automatic sequences that are activated based on strategic triggers (for example: a user subscribes to the newsletter, a customer abandons a cart before checkout, etc…) to send users emails hyper-targeted e-mails that encourage them to continue on their customer journey .
The great advantage that companies that use Email Marketing Automation platforms have is that they can segment all the contacts in the database into groups with similar characteristics or needs to customize their conversion and retention strategies.
The personalized approach to marketing is already widely recognized as the most effective , not only in the short term but also in the long term, as it builds customer loyalty .
Imagine being able to address each contact on your mailing list in a personalized way without having to perform individual actions, but defining only once the workflow that triggers your emails : the Email Marketing Automation tools do just this.
Advantages of Email Marketing Automation
Email Marketing Automation is an optimal solution because it allows marketers to send hundreds of emails with a single automated action , rather than working on each lead individually.
The benefits of this technology are obvious:
- A considerable saving of time for the email marketing specialists of your company, who will be able to dedicate themselves to more strategic activities;
- Timeliness and greater accuracy of emails , which will increase user satisfaction;
- Greater probability of conversion , thanks to a personalization strategy.
How to choose the right Email Marketing Automation tool?
Hundreds of perfect marketing automation solutions for Email Marketing are available in the market as well. But how to choose the right one for your company ?
Before reviewing all the available options and evaluating the trial versions of the various software, I advise you to take some time to define:
- The real needs of your company : do you want to set up simple or advanced communication sequences? For some companies, creating a workflow “a person subscribes to the newsletter → downloads a resource → end” is more than enough, for others it is not;
- Your marketing goals and the performance (open and click rates) you want to achieve through the automation of your email campaigns;
- Do you want to automate only Email Marketing or are you considering extending this approach to other channels as well?
- Do you need additional features such as: create landing pages , perform A/B tests, create dynamic content, etc…?
- Are you interested in integrating other platforms (for example, e-commerce , social networks or your CRM) to contribute valuable data to the Email Marketing Automation tool?
- What budget do you want (and can) invest ?
Once these fundamental points have been clarified, you will be in a position to make the first plans in terms of complexity, functionality, integrations and price of the tools.
But now let’s take a look at some of the best and most popular Email Marketing Automation tools to find out what they offer.
Email Marketing Automation: Tool Comparison
To save you some time, we’ve selected some of the most trusted Email Marketing Automation tools in the industry. It will help you get an idea of what the market offers in terms of functionality.
Learn more about the solutions that best suit your needs and request the trial versions of the platforms that interest you to test the tool with your team.
MailUp: a single platform, endless possibilities
If you are interested in being able to manage emails, SMS and notifications from a single platform in a simple and effective way , MailUp is the solution for you. Its interface is easy to use and its functionalities are really interesting:
- Filters allow you to segment the database precisely and strategically,
- You can create dynamic content,
- You have at your disposal automatic multichannel email and sms shipments,
- You can view advanced sending statistics (opens and clicks for each recipient, geographic and device reports).
Email Automation: do you really need it?
Marketing Automation allows you to automate your email campaigns by sending the right message to each contact in your database.
In addition to the extreme precision of the action, this technology allows you to optimize the execution times of each campaign , because it is the tool that takes care of everything, from the segmentation of contacts to the sending of emails.
Email Marketing Automation is also the perfect way to make the most of all the leads you have collected over time, nurturing and retaining them thanks to personalized communication , which will be perceived as of great value by users.
For all these reasons, hiring an Email Marketing Automation tool can help you improve the results of your email campaigns , but you must carefully evaluate the options available to you and choose the platform that best suits your possibilities and the real needs of your business.
If you have a small or medium business, you can start with a simple tool with low fees and basic integrations. Over time, you can expand your chosen solution or switch platforms to a tool that better suits your new needs.
In case you are venturing into Email Marketing Automation for the first time, I recommend you use a tool with a simple and intuitive interface , which allows you to create your campaigns in a few steps and check the results.
Consider the possibility of obtaining help from the platform’s team of experts an important plus .