One of the best benefits of mail marketing is the aptitude to automate marketing communications.You need an email marketing provider or really good programmer to help you with email automation. Few automation scenarios are simple and some are simple conceptually; but they’re very complicated technically.
The first type of email automation is called an auto responder. Auto responder is a single email sent automatically in response to a specific event or action; examples an email triggered by a precise date such as a birthday holiday or calendar date; an email triggered by a precise time such as mealtime or some hours before an event.
An email sent in response to filling out a form such as order or joining an email list or an email sent in response to a click; such as a click on a link to a website page or a video.
To setup up an auto-responder you need to create an email with content that is same for everybody who triggers the autoresponder email. What you created email, you can use your email marketing provider to assign it to one or more triggers were events.
Sometimes it’s appropriate to send multiple emails automatically in response to action or event. An automated series of multiple emails is called the sequence.
Sequences are perfect for targeting email content to individuals with different behaviors interests or contents; for example when a new prospect jointer email list you may want to set up a sequence that automatic response with the following four emails.
A welcome email thanking the person for joining the email list was sent immediately after joining. A follow-up email with links to a product catalog company information or other helpful resources, sent three days after the welcome email.
An email newsletter with articles and recommendation sent one week after the follow-up email and a promotional email offering a special discount as a thank you for joining the email list sent two weeks after the email newsletter.
Sequences create your emails more applicable as you can base them on a variety of relevant events and triggers; such as clicks date & period of time since a previous action when it comes to planning more sophisticated email sequences.
you’ll even have a email marketing provider that has the ability to automatically stop or change a sequence based on multiple trigger, for example to create a sequence for new prospects and what was new prospects becomes a customer in the middle of your new prospects sequence you may want to switch that person to a new customer sequence and stop the new prospects sequence.
To automate sequence changes, your email marketing provider needs to integrate with your database and link tracking to identify changes in a customer profile so switching someone from one sequence to another may be as simple as permitting to track clicks or purchase and adjust each sequence accordingly.
You can also manually add someone to a sequence more stop a sequence by changing the data in someone’s database record email automation takes a little extra time to set up.