To understand the pillars that support Email Marketing automation, it is important to be clear about what we mean by automation:
“Automation: Application of automatic procedures to a device, process or system.” – WordReference
Automation applied to email services therefore consists of using computer software to perform certain specific tasks. In other words, it is the ability to automate processes that we would otherwise have to perform manually.
Automation tools are nothing more than a support for performing repetitive and everyday tasks.
However, this does not mean that the personalization of emails is lost. In fact, specific emails are created based on user actions, tastes or preferences and these are sent automatically when the subscriber meets certain criteria based on their behavior. Thus, Email Marketing Automation does not consist of replacing the most human and personal part of emails, but rather, on the contrary, it attempts to further humanize this channel.
What pillars support the automation of this channel?
Data Entry
Collection of data necessary to classify and define our users. Without a doubt the most important element. If we do not have information on how a user behaves (if they fill out forms, if they open emails...) it is very difficult to adjust to what they really need.
Ability to process information
Once we have received the data, we need to interpret and understand it in order to be able to give the correct response to the user. It is useless to have a large turkmenistan business email list volume of data if we are not able to understand it . Therefore, we must understand the information that has reached us and know how to use it appropriately.
Ability to create relevant content
Once we have understood the information, we can determine the most appropriate content for each of our users. Text, images, videos, audio, landing pages, html… These are some of the elements that will have to be adjusted to the tastes and interests of the users. Why? So that the user receives exactly what he needs or would like to receive.
Time interval
When is the most appropriate time to send emails? Depending on the data we have on our users, certain information will be sent at certain times to have a more significant impact on the user. For example, if we have data that a user in our database buys tickets to Mallorca every summer, when summer approaches we will send emails to that user with our offers to Mallorca. In this way we anticipate their needs and ensure that they continue to buy from our brand. Multi- channel
possibility
Automation speeds up the communication process and allows us to cover different channels. It is not necessary to only have our email automated, but if you want to be more effective you can combine it with other channels such as SMS or Social Networks.
EMAIL AUTOMATION PILLARS
In email marketing there are many processes that can be automated in order to improve the performance of our campaign: registration process, sales and post-sale, abandoned cart recovery, birthday greetings, among others.
To understand it better, we are going to present an example of automation in a sales and post-sale process:
Welcome email : To make purchases on any digital channel, the user must register. Therefore, the first email that the registered user should receive is a welcome email. This process is done automatically, the system recognizes and acquires the data of the registered user and automatically sends them a welcome email.
Confirmation email : once the purchase has been made, the products or services that the user has purchased will be taken into account and an email will automatically be sent containing the characteristics of the purchase made.
zara order confirmation
Email with order information : Many brands also send emails with the status of the order. In this way, they make the user aware of how the entire purchase and receipt process is going at all times. The user is aware of the day and time they will receive their order.