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How you can use Email Automation to Understand Your Customers

19. March 2020

We recently spoke to an entrepreneur who runs a small website for his business. He told us that he spends up to 80% of his time writing and answering emails from potential customers and partners. That left too little time for actually running his business operations. Surely, he is not the only one facing this type of issue and there are plenty of website owners out there who get stuck in email management. This is why we thought to offer some advice on email automation, with the help of our guest author, Cynthia Young.

One of the fastest ways you can increase engagement with your products and services and convert that into sales is by talking to your customers. Since they are the end-users of your product, there is no better place to get information that can help you build your brand than from those who use the product. You learn so much from customers from all over the world regardless of what language they speak. You can get to know their perception of your product, why they pick your product over another similar brand, what they like or don’t like about your product, etc.

To get such information from your customers, you will need to use a digital marketing strategy such as Email Automation. With email automation, you can create emails that reach your target audience using the right message, sent out at the right time. You can also reach thousands of customers within a short time.

What Is Automated Email Marketing?

Email automation is a digital marketing strategy that allows you to send out targeted messages at a specific time or based on particular actions (triggers) to past, current, and future customers.

The beauty of email automation is that you can set up the email once. Then as more customers interact with your brand, the activated trigger allows an email to be automatically sent to them without you having to lift a finger.

Some brands may be hesitant when it comes to using automated marketing emails out of fear that messaging becomes less personalized and, therefore, less effective. The reality is that email automation allows you to gather more information about those who subscribe to your products. The data you collect helps to guide you on how to activate the right triggers to send out emails that are personalized and effective in the long run. 

How to use email automation to get to know your customers

When you have used the correct data to send out personalized emails, you also need to get a response from your subscribers to help you understand them better. Here is how you can achieve this:

1. Create a Customer Email List

The first thing you will need to do is set a customer emailing list. A customer email list can be made by integrating all email details of your customers from across multiple platforms. You can use apps such as Mail merge or Zapier to easily integrate all the platforms on which you have your business and customer details. As new subscribers connect with you on different platforms, their features can be automatically added to the mailing list.

2. Set Up An Automated Email to be Sent to Customers

The next step is to set up an automated email to send to your customers and then a request for their feedback. The emails should have a subject that stands out and well-curated content to encourage the consumer to open the mail and keep reading. 

3. Test and Track

Sending your email is just the first part of your email automation strategy. To nail it, you will need to monitor customer reception and collect data so you can improve future interactions. You will have to test every action from your design and layout, email automation copy, subject lines, right down to your calls to action. 

You can also monitor email analytics from your service provider, so you have an idea about clicks, unsubscribing, and forwards of the mails. This will enable you to figure out what works and what does not work. Additionally, you will need to monitor your sender reputation, to see any red flags that might hinder your emails from being delivered to your subscribers’ inboxes.

Once your email is well crafted you can set the emails to be sent out using any of the following triggers:

  • Send an email as soon as a subscriber signs up for your product or service

  • Send an email a few days or weeks after they become a customer

  • Send an email a few weeks or months before their subscription expires

4. Use Click-to-Call (CTA) to Start a Conversation

Email automation marketing is most often viewed as a one-way communication stream. A mail is sent out to old and prospective customers, who read the message or not, and then they either click on your CTA or not. Whatever the case may be, it is always essential to provide customers with a channel through which they can reach you. Because the recipient of the email is likely going to have questions about your product and will need answers before they make a purchase. 

When you provide your customers with a contact phone number in your email, you make it easy for them to reach you. That way, you don’t risk them going off to other pages on the internet, where they’ll likely click on the competitor’s website if they can’t find the information they need while looking for yours. You can also add a click-to-call button, so mobile users find it easy to call. By adding contact lines and a click-to-call button in your emails, not only is trust established, but your email engagement and conversion rates will increase.

There are many other ways for you to collect the feedback your customers give you. You can ask for a reply to your email, use a feedback form or a survey tool. Alternatively, you can send out emails requesting each customer to have a real-time chat with you via a phone call, a Skype, or a personal meeting, if they are within reach of your business location.

Once you have found the most suitable way to have a conversation with your customers, you can ask them questions that will generate feedback you can use to improve your product and grow your brand. 

Key benefits of email automation

  • Improves customer relationships by maintaining personalized, individual conversations

  • Enables you to maximize your chances of converting leads into customers.

  • Precise targeting of contacts, which enables better deliverability and higher conversion rates

  • Minimizes the risk of human error

  • Creates a well-segmented email list that is automatically updated in line with user data

  • It smoothly continues to engage with potential and existing customers

  • Provides a better user experience by automating the repetitive tasks associated with customer relationship management

Note: in the current context of internet privacy and GDPR, please remember that any person you contact through email automation should give prior consent to receive promotional messages.

Email automation is a great way to facilitate connections with your customers and to provide them with a product they are happy to buy. So rather than detract from it, email automation humanizes otherwise bland messaging, provides subscribers with the information they need, gives you feedback on products, and that breeds continuous improvement.  

Guest author:

Cynthia Young  loves taking every opportunity to share her knowledge with others. Along with digital marketing, Cynthia is also passionate about personal growth and wellness. When she isn’t writing, she can be found hiking with her dog, cooking Thai cuisine, and enjoying hi-tech thrillers. She also frequently writes articles on the company The Word Point translation service.

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