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Email Automation: Use this Method to Better Understand Your Customers

Editorial Staff March 19, 2020

7-minute read Minute Read

At TWIPLA, we're real fans of email automation, and it's not hard to see why.

We recently spoke to an entrepreneur who runs a small website for his business. He told us that he spends up to 80% of his time writing and answering emails from potential customers and partners. That left too little time for actually running his business operations. Surely, he is not the only one facing this type of issue and there are still plenty of website owners out there who get stuck in email management. This is why we thought to offer some advice on email automation, with the help of our guest author, Cynthia Young.

One of the fastest ways you can increase engagement with your products and services and convert that into sales is by talking to your customers. Since they are the end-users of your product, there is no better place to get information that can help you build your brand than from those who use the product. You learn so much from customers from all over the world regardless of what language they speak. Additionally, you can get to know their perception of your product, why they pick your product over another similar brand, what they like or don’t like about your product, etc.

To get such information from your customers, you will need to use a digital marketing strategy such as Email Automation. With email automation, you can create emails that reach your target audience using the right message, and then sent out at the right time. You can also reach thousands of customers within a short time.


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What Is Email Automation in Marketing?

Email automation, a digital marketing strategy, allows you to send targeted messages at specific times or based on particular actions (triggers) to past, current, and future customers.

The beauty of email automation is that you can set up the email once.

And then, as more customers interact with your brand, the activated trigger automatically sends them an email, without requiring any action on your part.

Some brands may be hesitant when it comes to using automated marketing emails out of fear that messaging becomes less personalized and, therefore, less effective. But in realily, email automation allows you to gather more information about those who subscribe to your products.

The data you collect guides you in activating the right triggers to send personalized and effective emails in the long run.

How to Use Email Automation to Get to Know Your Customers

When you have used the correct data to send out personalized emails, receiving a response from your subscribers is also necessary to understand them better. Here is how you can achieve this:

1. Create a Customer Email List

Firstly, you need to create a customer email list. You can form a customer email list by integrating email details of your customers from various platforms. There are applications such as Mail Merge or Zapier facilitate the integration of all platforms where you store your business and customer details. As new subscribers connect with you on different platforms, their details can then be automatically added to the mailing list.

2. Set Up An Automated Email to be Sent to Customers

After this, the subsequent step involves setting up an automated email to be sent to your customers, followed by a request for their feedback. The emails should feature a subject line that captures attention and also content that is well-curated to motivate the recipient to open the email and continue reading.

3. Test and Track

Dispatching your email marks merely the initial phase of your email automation strategy. To truly excel, it's still essential to observe customer responses and gather data, thereby refining future interactions. Every element - from design and layout, email automation copy, subject lines, to also calls to action - requires meticulous testing.

Furthermore, scrutinizing email analytics provided by your service platform is pivotal. This grants insights into metrics such as click rates, unsubscribe rates, and also email forwards, enabling a discerning evaluation of what strategies are effective and what aren’t. In addition, monitoring your sender reputation is crucial to identify any potential red flags that may impede your emails from actually reaching subscribers' inboxes.

Once your emails are adeptly crafted, they can be scheduled for dispatch based on a variety of triggers:

  • Firstly, send an email as soon as a subscriber signs up for your product or service

  • Secondly, Send an email a few days or weeks after they become a customer

  • Thirdly, send an email a few weeks or months before their subscription expires

4. Use Click-to-Call (CTA) to Start a Conversation

Email automation marketing is often perceived as a one-directional communication channel. An email is dispatched to both existing and potential customers; they may or may not read the message and subsequently may or may not engage with your CTA. Regardless of the scenario, it is always imperative to offer customers a means to communicate with you. This is because the recipient of the email will likely have queries about your product and will seek answers before making a purchase.

By incorporating a contact phone number in your email, you facilitate ease of communication for your customers, preventing them from navigating away to seek information. This reduces the risk of potential customers stumbling upon competitors’ websites while searching for information. Additionally, integrating a click-to-call button optimizes the experience for mobile users. Incorporating such features not only establishes trust but also enhances email engagement and conversion rates.

There are various strategies to collect customer feedback. You could encourage replies to your emails, employ feedback forms, or utilize survey tools. Alternatively, you might invite customers for a real-time conversation through phone calls, Skype, or in-person meetings, depending on their proximity to your business location.

Once you have identified the most effective method for engaging with your customers, you can pose questions designed to elicit valuable feedback. This information can be instrumental in refining your products and fostering brand growth.

Key Benefits of Email Automation

Email automation serves as a pivotal tool in enhancing customer relations by fostering personalized, individual conversations. It amplifies the likelihood of transforming leads into customers through tailored communication strategies. By targeting contacts with precision, it also ensures better deliverability and consequently, higher conversion rates.

Moreover, the incorporation of automation minimizes the risk of human error, thereby enhancing the overall efficiency of communication. It aids in constructing a well-segmented email list, which is continually updated to align with the evolving user data. This enables the maintenance of relevant and accurate communication with your audience as a result.

Furthermore, email automation perpetuates engagement with both potential and existing customers, facilitating a continuous dialogue that can lead to better retention and conversion. It automates the repetitive tasks associated with customer relationship management, thereby providing a more streamlined and user-friendly experience.

By optimizing communication and managing relationships effectively, email automation stands as a cornerstone for achieving successful customer interactions and also fostering brand loyalty.

Note: in the current context of internet privacy and GDPR, please remember that any person you contact through email automation should give prior consent to receive promotional messages.

Email automation is a great way to facilitate connections with your customers and to provide them with a product they are happy to buy. So rather than detract from it, email automation humanizes otherwise bland messaging, provides subscribers with the information they need, gives you feedback on products, and that breeds continuous improvement.  


Unlock Your Website’s Full Potential

Our advanced website intelligence solution will enable anyone to grow their website quickly - all while also staying data privacy compliant!

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That's Email Automation Explained!

As any marketer knows, truely exceling now means leveraging all the different technologies at your disposal.

Email automation is one of them. Once set up, it enables you to send information to people when they want it - freeing you up to focus on other things!

So take advantage of email automation and watch your email outreach really blosson!

About the Guest Author

Cynthia Young is passionate about imparting her extensive knowledge at every available opportunity. Her areas of expertise span across digital marketing to personal growth and also wellness, demonstrating a diversified skill set. Outside the realm of writing, Cynthia indulges in activities that cater to her varied interests—whether it be hiking with her canine companion, crafting delectable Thai dishes, or immersing herself in hi-tech thrillers, she engages in each with equal enthusiasm.

Furthermore, Cynthia is a frequent contributor to The Word Point translation service, showcasing her commitment to expanding linguistic boundaries and fostering global communication. Her multifaceted interests and dedication to sharing knowledge make her a valuable voice in the realms of digital marketing and personal development.

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