Email automation and drips can help impact your business positively by saving time and effort for email outreach and engagements and making the email marketing channel smarter. In this blog, we will discuss all about email automation drip, and how you can leverage these using email journeys.
A prospect visits your website, fills out a form, and signs up to either receive your daily newsletters or try out your SaaS product. By doing this, they are automatically added to your database, and categorized into a lead segment on the basis of their preferences, and demographic information. This is where a marketer’s job becomes critical since the game is to convert these signups into closed deals.
So how does one do that?
One of the first rules of technology is to use automation to increase process efficiencies - and that’s what happens during an email journey. Marketers use this principle and create email journeys or campaigns using drips and email automation to send targeted emails to various lead segments, depending on their present qualification status, and actions taken. This automation saves time, effort and cost and is also highly efficient in sending emails at the right time to the right person.
Similarly, an email automation journey for leads in the sales or marketing funnel helps businesses target prospects and customers as they proceed along the funnel. It helps target subscribers and users during various stages such as the signup journey, onboarding journey, product education stage, the retention stage, sending periodic reports, etc., and makes the right content readily available to nurture lead segments towards making purchase decisions, upselling or retention.
Some examples of the uses of email automation are:
Curated content emails which contain high quality content that is relevant, adds value to customers, is interesting to read and provides a unique perspective.
Welcome emails to break the ice and peak a consumer’s interest by highlighting specific features with a direct CTA.
Email automation is one of the most interesting subsets of email marketing. Email automation journey charts the course of movement of a prospect along the sales funnel since the email itself is one of the most vital elements of facilitating customer move-along by offering customers advice, strategy, and insights. From the brand awareness stage to becoming a loyal customer, email automation can be used in interesting ways to interact with consumers and derive great results. For this, marketers create various kinds of email campaigns and drip automations such as:
Signup email journey
Onboarding journey emails
Service offering emails
Discount Incentive email journeys for upselling
Monthly product updates
Weekly or monthly usage reports
Product Education email journeys
Case Studies email campaigns
Thank you emails
Transactional email drips
Depending on the stage of the journey the lead is in and their behaviour, a specific kind of email journey is triggered and sent.
The foundation to understanding the difference between email automation and email drips is in the nature static or dynamic characterstics of these campaigns.
Email drip campaigns are typically scheduled and predetermined. For example, a welcome email sent to a customer once they register and log onto your app. The content in this email remains the same irrespective of whether a customer registers on the app today, or a year from now. Once the content on the email has been created and the ‘drip’ is scheduled, no further action is required from the marketer. For example -
Email automation is a way of using emails to nurture a lead or prospect, depending on their behaviour. It is more dynamic in nature since it depends entirely on the actions an individual takes. For example -
Engagement emails: Specific journey created to target a user that has not used a product for 7 days, to nudge them into using the product, or to understand their hesitancy to using the product.
Milestone emails: Special offers or emails sent to users that complete a special milestone in their association with the company such as a year, or on specific occasions like a user’s birthday or anniversary.
|Email Drips||Email Automation|
|Constant follow up with an objective to instill brand recall||Automated and triggered by specific actions with an objective to make a user complete a particular action|
|Scheduled routinely||Scheduled only as per user behaviour and action|
|Sequentially set||Triggered according to interaction|
Email automation is considered to be more responsive and interactive and are thus a preferred mode of communication along an email journey. They help reach out to prospects and customers that have shown interest in the brand, but fallen short of following up on activity.
To react to specific customer actions, email automation can be set up as an email journey using Mailmodo. In a series of extremely easy steps, Mailmodo allows users to personalize an email journey and trigger it via API endpoints or to an uploaded contact list. For example, for new users who have signed up on your business’ website, Mailmodo lets you design emails, create a journey by stitching the emails together in a sequence with specific triggers for automation, and send your campaign in a few easy steps.
Mailmodo helps users build email automation and email drips using email journeys to sequence email that can be shared either sequentially or upon a particular trigger being set off. Journey building with Mailmodo can be done with the below steps:
Create required email Templates: Users have the ability to create, or choose from pre-existing templates to create a personalized email drip.
Build email automation using the visual Journey builder : Mailmodo provides a WYSIWYG journey builder where users have visual control over stitching together a series of emails and campaigns and also trigger webhooks on the way. The journey builder comprises easy to use drag and drop functions, triggered or clicked conditions according to the recipient’s behaviour, and ability to insert time delays between emails.
Create required triggers using API or list uploads: Emails may be triggered or sent to a new contact list which may be uploaded manually in a CSV format. Alternatively, journeys may also be triggered through API endpoints.
Analyze your email automation performance: The dashboard allows you to go over your email journey, make changes to campaigns, as well as analyze information including open rates, bounce rates, click rates, number of users in the journey, number of journeys completed, etc., providing you direct insight into how well your email journey is doing.
We have covered the steps for designing an email journey in more detail in the follwing article: Designing a Journey
Mailmodo's email automation feature helps you to create innovative workflows and email journeys that can help in better targetign and engagement. Some of the most popular ways in which our customers are using this feature are as follows:
Helps nurture leads and makes them more receptive through email interaction.
Behaviour based triggers, ruling out the need for constant intervention and improving the targeting of emails.
API triggers can be connected to social plugins, website and blog forms and CTAs, CRMs, webhook connectors.
Increases overall business awareness.
Email content, subject line personalization.
Using email automation one can trigger emails as well as use webhooks to trigger certain actions using APIs
Email automation is key in shaping customer experiences while bringing new customers on board. Mailmodo provides a simplistic, and refreshingly user-friendly email journey creation tool. Now that you know how beneficial email automation is, it’s time to get down to business and give your digital marketing strategies a second look!
Learn more about how Mailmodo can help you boost success using email automation.