What does email marketing automation mean for your brand?
Email marketing automation, the basis of lead nurturing
How much have you automated your newsletters? Have you already seen benefits from implementing marketing automation in your email campaigns?
What does email marketing automation mean for your brand?
Even so, today there are many companies and organizations that continue to manage everything manually, which results in a constant loss of time and resources.
Email marketing automation gives us the opportunity to launch wholesale email list campaigns whenever the user takes some action (such as subscribing to the newsletter), or when their registration includes a series of characteristics that order the delivery system to send the newsletter.
This reduces human effort to newsletter design , analysis, optimization and management. One might think that this devalues human involvement, but it is quite the opposite – it allows human creativity and intelligence to focus on analysis and creativity tasks, and channels repetitive tasks towards the technological component.
Thanks to email marketing automation, you can focus your efforts on analyzing the behavior of subscribers to determine where they are in your conversion funnel.
Email marketing automation, the basis of lead nurturing
The above is known as the customer cultivation process, better known as lead nurturing ; it is nothing other than the process of "maturing" the subscriber towards the final stage of purchase or acquisition.
Lead nurturing itself is supported by feeding or sharing useful content (didactic and educational) to the user, so that they can eventually make a decision.
3 reasons to bet on automated marketing tools
Of course, sending these newsletters must follow good email practices, which range from personalization to delivery of the email on a convenient day and time.
All of the above requires you to be very clear about your subscriber's sales cycle (i.e. your buyer persona), thus respecting the average decision-making times.
In fact, and as a closing to this article, we can share with you that to identify your sales cycle and reflect it in your email marketing automation efforts, you should focus on knowing that:
It is important that you know what your subscriber's needs are that you need to solve.
You must provide a clear route to solve their problem or need.
Evaluate the messages and image of your services or products, integrated into the newsletters, to decide which content and variants look best.
