Beginner’s Guide to Getting Started with Email Automation

Email marketing is still very much alive, especially in the B2B sphere. In fact, recent studies have even revealed that email marketing is up to 40 times more effective at converting leads than social media marketing. However, it’s also true that email marketing can be rather time consuming—especially if you’re handling your campaign manually. This is where email automation can make all the difference, saving you time while yielding better results.

Not sure where to start with email automation? We’ve got you covered.

Choose a Platform

You’ll want to begin by choosing an email automation platform. When shopping around, of course you’ll want to take the price into consideration, but this doesn’t mean you should automatically choose the most affordable automation option you can find. You’ll also want to find a platform that’s reputable and easy-to-use. Alternatively, you could also hire a marketing company to assist you with your email automation needs.

Decide on Triggers

The idea behind email automation is that when a user on your site takes a certain action (known as a “trigger”), a specific email is sent to his or her email address on file. For example, when a new client subscribes to your email list, your automation program may send out a “welcome” email with a discount on the subscriber’s first purchase. Take the time to consider which triggers will be most important to automate an email response for. Some common triggers in B2B sales include:

  • reminder to re-purchase (for existing clients)
  • engagement email (for subscribers who haven’t yet made a purchase)
  • welcome emails (for new subscribers)
  • feedback request (for current clients/customers)

Write Great Content

One of the most time consuming aspects of automating your email marketing campaign is that of writing all the content to be sent out for each of the triggers you decide to use. There are some specific tips you’ll want to keep in mind as you craft this content, starting with that of creating an eye-catching subject line. Your subject line is what will make users either ignore the email or open it up to read it, so make sure it’s compelling.

Furthermore, keep in mind that many people skim their emails today rather than reading them word-for-word. Therefore, you’ll want to make sure that your content is broken up with subheadings, lists, bullet points, or all of the above and that you have a call-to-action button at the end of each message.

Track Your Results

Finally, don’t forget to track the results of your email automation efforts. This means getting a statistical understanding not only of how many of your emails are being opened, but how many are actually being clicked through to the “call-to-action” point. This will help you get a better idea of what’s working in your automation campaign versus what may still need some work.

Overall, automating your email marketing campaign can be a great decision, but only if you do it correctly. By keeping these tips in mind while going through the process of setting up your email automation campaign, you’ll be well on your way to more leads, responses, and closed deals.

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander