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The Basics of Email Marketing Automation

Published on 12 October 17
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The Basics of Email Marketing Automation - Image 1

Marketing automation or drip campaigns are no easy subjects to tackle. Even though the surface of it may seem simple, the more you dig, the harder it seems to get. Even workers who use complex marketing automation every day have a hard time trying to describe it.

However, when you manage to skillfully use it, marketing automation can help marketing teams improve sales drive and do their jobs more effectively. To help you get a better understanding of this modern technology, follow our guide below on the basic principles of marketing automation.

Marketing Automation
Marketing automation is software that’s used to send out personalized messages to your consumers and potential leads. However, the message that is received is determined by a number of factors, such as spending habits, online interactions, etc. But, sending out detailed, personal messages to your consumers based on their needs can help build up your revenue and conversions to your product or service.
How to Create an Email Marketing Automation Strategy

1. Understand Your Goals

The first part of creating your marketing automation strategy is fully understanding your goal. This is important because, without a centralized goal in mind, you can’t strategize your marketing effectively. For example, are you trying to get more leads or boosting your sales from the previous season? Since each new goal depends on a different marketing strategy, you should first find out what your driving marketing objectives are.


2. Deciding Your Target

It’s vital to your marketing technique that you meet all the needs of your target customers for optimal conversion rates. Depending on what type of goals you set before, one of the best things to spend your time on is identifying who you plan on targeting with your marketing approach.


3. Map User Flows

The main reason to use marketing automation is to try and get your consumers and leads to take a form of action. Mapping user flow is one of the most efficient ways to identify what steps people need to do to take the desired action. For example, depending on how a person visits your company’s site, your leads may need more information than most before taking action. The last thing you want is for people to take more steps than needed to purchase your product or service.


4. Rate Your Leads

Not every lead is equal to another. Your list of leads is going to be filled with people who are set on buying and people who may or may not convert. Knowing this, it’s important that you set an appeal to every type of person you market to. Rating your leads is just one simple strategy to identify who needs more information or who is all set to be contacted by your sales team.


The type of interactions a person has with your content and your site, in general, show their readiness to convert to your product or service. For example, someone who is viewing your pricing is much closer to buying than someone who has only read a blog post on your site. Even more so, a person who has visited your site a number of times a week is more interested in your company than someone who has only visited it three to four times in a year. Nevertheless, marketing automation can help you rate your leads so you can better decide what action to take.


Even though marketing automation may seem tricky to master, with the help of this guide, you should be able to use it to help market your company without a hitch. With the ability to generate leads, promote your product, and increase your audience, there’s no reason you can’t integrate email marketing automation into your company.

The Basics of Email Marketing Automation - Image 1

Marketing automation or drip campaigns are no easy subjects to tackle. Even though the surface of it may seem simple, the more you dig, the harder it seems to get. Even workers who use complex marketing automation every day have a hard time trying to describe it.

However, when you manage to skillfully use it, marketing automation can help marketing teams improve sales drive and do their jobs more effectively. To help you get a better understanding of this modern technology, follow our guide below on the basic principles of marketing automation.

Marketing Automation

Marketing automation is software that’s used to send out personalized messages to your consumers and potential leads. However, the message that is received is determined by a number of factors, such as spending habits, online interactions, etc. But, sending out detailed, personal messages to your consumers based on their needs can help build up your revenue and conversions to your product or service.

How to Create an Email Marketing Automation Strategy

1. Understand Your Goals

The first part of creating your marketing automation strategy is fully understanding your goal. This is important because, without a centralized goal in mind, you can’t strategize your marketing effectively. For example, are you trying to get more leads or boosting your sales from the previous season? Since each new goal depends on a different marketing strategy, you should first find out what your driving marketing objectives are.

2. Deciding Your Target

It’s vital to your marketing technique that you meet all the needs of your target customers for optimal conversion rates. Depending on what type of goals you set before, one of the best things to spend your time on is identifying who you plan on targeting with your marketing approach.

3. Map User Flows

The main reason to use marketing automation is to try and get your consumers and leads to take a form of action. Mapping user flow is one of the most efficient ways to identify what steps people need to do to take the desired action. For example, depending on how a person visits your company’s site, your leads may need more information than most before taking action. The last thing you want is for people to take more steps than needed to purchase your product or service.

4. Rate Your Leads

Not every lead is equal to another. Your list of leads is going to be filled with people who are set on buying and people who may or may not convert. Knowing this, it’s important that you set an appeal to every type of person you market to. Rating your leads is just one simple strategy to identify who needs more information or who is all set to be contacted by your sales team.

The type of interactions a person has with your content and your site, in general, show their readiness to convert to your product or service. For example, someone who is viewing your pricing is much closer to buying than someone who has only read a blog post on your site. Even more so, a person who has visited your site a number of times a week is more interested in your company than someone who has only visited it three to four times in a year. Nevertheless, marketing automation can help you rate your leads so you can better decide what action to take.

Even though marketing automation may seem tricky to master, with the help of this guide, you should be able to use it to help market your company without a hitch. With the ability to generate leads, promote your product, and increase your audience, there’s no reason you can’t integrate email marketing automation into your company.

This blog is listed under Development & Implementations and E-Commerce Community

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