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Introduction

Email marketing has long been a major revenue driver that requires minimal investment, so it makes sense why small businesses would make email their go-to marketing channel. 

To maximize the revenue that email marketing can provide, you need to increase the effectivity of your emails. One of the best ways to do this is to leverage the power of email marketing automation.

If you aren’t using automation for your small business, this post will walk you through a few of the reasons why you should start implementing it today.

What are the 3 advantages of email automation?

1. Higher revenue

Taking advantage of email automation can result in significant returns for your business. In fact, data reveals that automated emails generate 320% more revenue than non-automated emails. Furthermore, automation can help you improve your conversion rates by as much as 50%.

You can start easily boosting revenue by implementing automation in the following email types: 

Welcome emails

Set up a welcome series so that new subscribers receive an automated and personalized welcome message within 24 hours of signing up for your list. It will make new subscribers feel valued from the start, which in turn increases the likelihood of making a purchase.

To further encourage new subscribers to make a purchase, include an exclusive offer in your welcome email such as a significant discount on their first transaction with you. 

Birthday emails

If you plan on automating your emails, birthday emails should definitely be on your list. A report from Experian states that birthday emails have a 481% higher transaction rate and 342% higher revenue rate compared to other promotional emails.

Send an automated email to subscribers on their birthday and include a personalized greeting as well as a special birthday offer. Not only is it a great way to celebrate your subscribers’ birthdays with them, but it’s also effective at generating revenue. 

For some inspiration on what you can do with birthday emails, take a look at this example from British jewelry brand Monica Vinader.

Email automation

Promotional emails (and promotional reminders)

Automate your promotions so your subscribers are notified as soon as you have brand-new products available for purchase. You can also attract more purchases by making time-sensitive offers to specific subscribers such as those who make regular purchases from you.

For example, you can offer these subscribers a 20% discount if they purchase the product within 48 hours of receiving your email.

You can also send automated promotional reminders to subscribers who failed to open your time-sensitive promotional email after a predetermined amount of time. 

Send an additional message to subscribers who didn’t open the email after 24 hours, reminding them that there’s an exciting offer waiting to be used. Reiterate the limited time they have left by using personalized subject lines like “Hurry, John! This limited-time offer expires in 24 hours.”

2. Reduced costs

Are you one of the countless entrepreneurs out there who manage every facet of their business by themselves? At one point or another, you might have thought about paying for one or two specialists to perform specific tasks, like email marketing. 

Email automation can help you eliminate obstacles and get your email marketing on a successful track. 

With automation, you no longer have to hire people to do your email marketing for you. All you have to do is use an email marketing service to set up the emails that you want to automate and define the triggers for the emails to be sent.

The great thing about this is that a lot of email marketing services (ESPs) have made it very simple to send and automate emails. From pre-made email templates to drag-and-drop design tools, ESPs allow you to reap the benefits of email marketing without requiring your expertise in the field. 

To top it off, ESPs today teach you how to use the platform once you sign up. If you choose the right ESP, you can learn the basics of email marketing in under an hour. 

3. Convenient personalization

As a small business owner, your subscriber list might not be as large as those of Fortune 500 companies and multinational organizations. However, you are still dealing with hundreds, if not thousands of subscribers.

It’s impossible for you to design and write personalized emails for each of these subscribers.

This is where email automation comes in. You can use automation to enhance your personalization tactics.

Stary by automating specific customer journeys and send automated emails to subscribers based on their engagement with your emails.

As previously mentioned, welcome emails are excellent revenue generators, so make sure you automate your welcome series and include personalized offers.

Apart from welcome emails, you should also automate your survey emails. You can send automated post-purchase surveys to subscribers who make a purchase on your website. 

email automation

Request feedback about your subscribers’ experience while making the purchase. Ask subscribers what they thought about your purchase process and how you can improve upon elements such as your checkout process (Was it fast? slow?), payment options, or the mobile-responsiveness of your website. 

The responses you get from customers will provide you with valuable insight as to how you can enhance customer experience and ensure that they keep coming back to you.

Personalize these types of surveys by including the time and date of the order, the item bought, the price of the item, the customer’s delivery location, and any other details unique to each subscriber. This way, they can better recall their experience, which enables them to give you more accurate and in-depth feedback.

You can take it a step further by including personalized incentives that subscribers will get after completing your survey. For example, include discount codes in your survey emails and give personalized product suggestions (based on purchase behavior) on how subscribers can use their discounts.

For easy automation and personalization of your survey emails, use an email service provider (ESP) that has an integration with a survey tool that has templates that you can use for a wide range of surveys. You can then customize these templates to fit your brand.

Wrap up

It’s true that email marketing generates much more revenue compared to all other digital marketing channels. That being said, if you want to realize this revenue, you should take advantage of email automation. 

In addition to offering higher revenue, automating your emails can also help you reduce staffing costs (or eliminate them altogether), and simplify your personalization efforts.


Ash Salleh

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.