Email automation is designed for sending emails at the right time to the potential consumers so that they can take positive actions, resulting in business profits for that company. Due to the growth in e-commerce, now this automation feature is widely preferred for marketing purpose of all kinds of products.

Email automation aims in making marketing by sending smart emails, which are more personalized for every recipient and also contain relevant information about the products that will stir the interests of customers. Email marketing comprises of sending personalized newsletters, recommendations of new products, reminders for buying products left in carts, and email retargeting for increasing sales.

Prime reasons for using email marketing automation campaigns

• Right recipients – Automated emails are not supposed to be sent to everyone, but only to people who seem to be fit as potential customers. So, these recipients are likely to consider these commercial emails with more importance and do not simply ignore as spam emails. The automation system checks the interests of common visitors of the company’s website and selects only the ones who visit frequently and click there maximum times.
• Perfect timing – The email automation targets the best times when the customers seem to be most active in making online purchases. Sometimes, these emails are sent only for answering the queries of potential customers about the company products. Hence, the positive changes in email marketing rise to a higher extent.
• Accurate information – The email automation system makes sure of sending only the information of those products that will draw immediate attention of recipients. It never overloads the emails with information on all products, which may be boring for the viewers of those emails.
• Only relevant contents – There are a few parameters for judging the tastes and nature of potential customers visiting a commercial website. Thus, some people are informed about discount offers on certain products, as they may be looking for goods at lesser prices. The better quality and innovativeness may attract the customers, who have already once used those products previously.
• Required customization – The marketing emails are personalized by mentioning only the products that can be useful to specific recipients. The purchasing habits of those consumers are studied before sending promotional emails to them. Therefore, all these emails do not have the same contents and differ according to the tastes of customers receiving those emails.
• Better growth in e-commerce – When more people show their interests in the products of a company, the business profit level is sure to be boosted. Thus, success in e-commerce largely depends on effective email marketing. Apart from gaining new customers, the loyalty of existing customers is also strengthened through this trendy marketing technique.
• Fit for all companies – The email automation can be used for all types of companies, irrespective of their capital amount, business structure, and type of ownership. While the startup companies and small stores can use it for a stable establishment; the large business houses apply this marketing technique for their steady growth.

Few successful email marketing campaigns that are automated

1. The email campaign may be started after a customer buys any product from that company for the first time. The customer may be emailed after a few days, asking for his feedback on the purchased product. The series of automated emails may also contain some useful tips regarding that product, along with brief information about some related products that the customer may be interested to buy online.
2. The email marketing campaign can be started after the second purchase of a customer, to lure that customer for making more purchases from the same company. It is better to check the gap between the first and second orders of that buyer. After this time, he may be sent an automated email as a subtle reminder for buying more useful products of the same or related genre. The customers may also be sent newsletters from time to time with relevant product information.
3. Cross-selling technique is to send occasional emails to existing customers, with suggestions of products that are related to their pre-purchased products from that company. So the automation system studies the tastes and probable requirements of customers, from their previous orders. Thereafter, a series of emails are sent with suitable product recommendations, which will make customers again interested in buying those items from this company.
4. Up-selling is another automation marketing campaign, which is meant to sell the best-rated products to the existing customers. Once they place an order, an email may be automatically sent with suggestions of buying a few related products that will complement the previously purchased item. The customer may react positively or negatively to these emails’ but this marketing strategy is found to be as effective as cross-sell or other popular promotional ideas in e-commerce.
5. Recovery of an abandoned cart is a fruitful technique for increasing the revenue of a company. Many customers leave a commercial website after adding some products to the cart, but without completing the order placement. So, one or multiple emails may be sent for reminding of buying these products, with the links that can directly lead to the webpage containing product description of each item.
6. When a cart remains abandoned for a few days, the email automation system is set up for sending messages to that customer with discount offers. Normally, 2 – 6 emails are enough to get the order from that customer; else it is best to simply drop the hope for order from that customer.

Now, the use of software has made these marketing campaigns through emails quite easier and beneficial for corporate companies.