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Any experienced marketer will tell you that email marketing is a tried-and-true way to nurture and convert leads. But just because it’s a marketing method as dependable as Yellowstone’s Old Faithful doesn’t mean that it can’t also be a powerful tool to bring your marketing strategy into the future.
The benefits of email marketing are enhanced by automation, a potent way for marketers to use technology to become more efficient in their campaigns. The Think with Google blog shares some very useful tips on what automation can do for a marketing strategy—discover new data, optimize data points, scale up business, and give entrepreneurs more time to think big.
These tips all apply to marketers who utilize email marketing. The use of a superior email marketing platform can give companies the ability to use automation to run more efficient campaigns and better connect with their prospects.
Collect Data and Advanced Statistics
It’s no secret that exhaustive data collection is important for any marketer who wants to know how well their campaign is performing. Though getting all that information—and making sense of it—can take up so much time that you may wonder if the benefit is worth it.
Fortunately, with an email marketing platform, automation does the repetitious work of gathering and compiling data for you. The right email marketing platform can gather all matter of valuable information and, most importantly, present it to you via an intuitive interface with engaging charts and data reports. With campaign analytics, you’ll have an entirely new perspective on your latest email marketing campaign. You’ll be able to pour over detailed data sets or share them with your team to make strategic adjustments—putting your business ahead of the curve.
Create Advanced Communication Sequences
Staying in touch and on the minds of your consumers is a top priority for any email marketer. Using automation with an email marketing platform, you have the ability to build sophisticated email drip campaigns that are more likely to engage consumers. In fact, according to Epsilon, automated emails get 119% higher click rates than broadcast emails.
With automation you can build the perfect drip campaign to better connect with your email subscribers. Create a friendly and informative sequence of emails to welcome a new subscriber, or follow up with someone you’ve recently engaged with to maintain a warm relationship. Once you have activated your new campaigns, you can closely monitor the open and click rates to ensure that things are going smoothly. Automation allows you to forge stronger connections with your consumers while taking dramatically less time than sending emails all on your own.
Forge Consumer Relationships with Customization
An email marketing system allows you to take that consumer relationship a step farther with customization. Savvy marketers will take advantage of customizable email templates that you can design to best reflect your brand and make a lasting impression on your email recipients.
Automation becomes an especially useful resource when it comes to personalization—you can use advanced personalizing tools to include the name of each recipient in the subject line or introduction of your email. The thoughtful extra touch can have a major impact and help build loyalty to your brand among your customers.
Like the voice search function on your mobile phone or apps that aggregate traffic data to help people cut down commute times, automation in email marketing is a tremendous innovation that will let marketers save time and create a better experience for their consumers. It’s a tool available through a top-tier email marketing platform that give marketers a chance to utilize a time-honored marketing channel in a bold way that will help their business long into the future.