Email Automation Tricks Every Digital Marketer Should Know

by Chris Foerster ​, Guest Contributor

The Internet revolutionized the way people communicate and conduct business. However, one particular piece of technology stands out; E-mail. Since the Internet’s formative years, e-mail has been an important contestant. E-mail technology has revolutionized how people communicate, both personally and within the business world. E-mail is both a time and money saver, especially when you compare it to traditional stamp and envelope mail. However, to take full advantage of the many benefits e-mail can offer your business, there are a few important automation tricks you should know and utilize. By doing so, you can save time and money.

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​Funneling Workflows by Topics
There are many different automation tasks that are useful for just about any campaigns (no matter what niche).   One such e-mail automation trick that can help you stay organized and engage with your clients is topic workflows. Start by organizing your e-mail content into different groups, such as “Products” or “New Releases.” For each topic you make, create an accompanying email workflow. This allows you to send out e-mail content to recipients based on their interests. You can discover these interests through “triggering events,” such as a reader who views a blog post, then signs up for the free e-book on the same subject at the bottom of the post. Once a reader’s interests are identified, topic workflows can be used to funnel targeted content to that specific reader. This approach is far more effective than sending blanket e-mails on topics that have no interest for the reader.

Connecting with Your Audience
Blogs are another important mode of communication that you should be utilizing. Easy-to-use, blogs are a powerful communication and marketing tool that can be used as a stand-alone tool or in conjunction with e-mail automation tricks. By adding a “subscribe” or other type of button on your blog, readers can sign up for e-mail notifications when a new blog or a topic they are interested in is posted. You can also use email automation software to identify blog topics that generate the most interest from your readers, allowing you the opportunity to send these readers more content on that them.

Keeping Clients Happy
Your e-mail is your main line of communication with clients when engaging in e-commerce. It is important to take full advantage of automated e-mails when communicating with clients to ensure they feel cared for and engaged with. When a client purchases a product or service from your business, you should already have an automated e-mail set up that, at the very least, thanks the buyer for his or her purchase. You should also include customer support and contact information in this e-mail.

This automated e-mail can also include access to an “exclusive members club” that grants customers special offers. It is also a good idea to offer a link in the e-mail for your customers to write a review of their purchase and experience. Taking advantage of the many automation tricks available through your e-mail platform will certainly benefit your business, while requiring minimal time and energy from you. As with any tool, it is important to learn important basic concepts before deciding to run your own campaign.  When you utilize e-mail automation tricks, like those mentioned here, you will be pleased to find you save both time and money while engaging with your customers.

​Article provided by Fremont College School of Digital Marketing

About the Author
Chris Foerster is a digital marketer with nearly a decade of experience helping businesses improve their online visibility.  In his spare time he enjoys playing guitar or gawking over classic cars.​

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