Email Marketing Automation Guide

Beginners Guide to Email Marketing Automation

Timothy Solomon Marketing

Stories about the rise of the robots are everywhere. And it seems that artificial intelligence is reaching into all aspects of our lives. But is your email marketing automation making the most of this? Read on to find out how you can put the robots to work.

What exactly is email marketing automation?

Definitions vary, depending on the source. Online platforms tend to focus on how software can automate marketing processes. Others will focus on the strategy or framework that guides the marketing approach. Thus, whatever view you favor, introducing this can automate the processes. Also, link data from different touch points, and manage personalized emails at scale.

What are the benefits?

We know that successful marketing is getting your messages to the right people at the right time. Marketing automation can help you manage this process. following rules that you set for every stage of the conversion journey. Uniquely, this makes the process more seamless. Also it means that your team has more time to spend testing messaging and getting leads. Building positive relationships that last will have a positive impact on retention. And boosting retention by just 5% has been estimated to increase profits by between 25% and 95%.

What role does email play?

Of all the pieces of contact information, email is the most consistent. People keep their email addresses for years and use them to create accounts all over the web. Email marketing can penetrate every aspect of the customer journey. In addition, you build awareness to conversion and retention. Email automation enables tailored communication at each of these stages. Last, marketing messages can be sent automatically for each event. Such as sign ups, abandoned carts, order notifications, and more.

What should you look for in automation software?

There are three key features for effective email automation:

1. Targeting

Tailoring your emails is an essential part of any marketing toolkit, and email automation will enable you to do this at scale. Look for a system that lets you target particular segments of your audience, and then create a message for that profile. Cognism’s Prospector, for example, will let you segment B2B prospects at 10 million companies worldwide. You can filter by job role, country, size of company, and even those that have just received funding. Our data is updated in real time, putting us ahead of competitors.


2. Sequencing

Sometimes one email might be enough. But it's more than likely that you’ll find a sequence of emails more effective. Your email automation software should enable you to set up a sequence in one go, based on your user profiles or segments. Prospector lets you do just that. It limits the number of emails per day, so you don’t get a high SPAM score. And you can pause the process whenever. As with all the best technology, you set the rules, and can step in at any time.


3. Analytics

Most importantly, a good marketing automation tool will let you analyze the results, so that you can see what’s working and what’s not. These analytics tools don’t need to be complicated. Look for an overview of your campaigns, and interactions at both campaign and prospect level. This analytics functionality is built into Prospector, giving you the data you need to make decisions.

Get in touch today to find out more about Prospector, and how you can take the next steps towards email marketing automation.

About the Author

Timothy Solomon

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Timothy Solomon is the Head of Marketing for Cognism. He has a wealth of experience in all aspects of web marketing and new business growth. Recognized for delivering high-quality results and creating breakthrough initiatives that positively impact business and generate revenue. Skilled in Business Development, SEO, email marketing, content writing, web and graphic design. He stands out as a collaborative leader, experienced in building and motivating high-performance teams to the best of their abilities.