Email automation is one of the most pivotal marketing channels for online stores to attract prospects and maintain a loyal customer base. But what is email marketing automation and why should you, as a business owner, use this strategy? Let’s go through the definition first and foremost.

1. What is email marketing automation?

Automated email marketing is using triggers and schedules to automatically send emails to customers in the mailing list. You can send all kinds of emails to your customers and they are personalized based on buyer behaviors, habits and preferences. Once email automation is set up, you will not need to take any further actions as it will operate on itself. 

2. How can you improve your email automation?

• Create a drip-feed email system: Drip campaigns mean you will send out email following a time-frame, each time an email will deliver something new about your products, services, discounts, seasonal deals, back-to-stock products, etc. By using this strategy, you can increase interactions and interests from prospects, slowly pulling them in.
• Created automated emails for order confirmation, delivery status notification.
• Create automated emails for abandoned checkout recovery.
• Design an email template: Your brand identity will be strengthened if you keep sending emails with a signature design and using a template is also less time-consuming. Customers can also be more attracted to an aesthetic email.
• Use analytics tools to track customers’ responses: It is important to collect data from your email recipients because they may give you feedback on how effective your marketing strategy is. An analytics tool costs little time to set up and there are many free tools out there that offer insight into key customer information.

Apply customer segmentation onto your email automatic system: Usually emails are sent to customers who are all in one large subscriber group. We recommend dividing them into small groups according to preferences or habits to make it more personalized.

Now that you have got a firm grasp on email marketing automation, it is time to finally decide the right platform to practice. Here are some recommendations: Customer.io, Drip, Intercom, etc.
Consider all of the aspects of these platforms and start your new marketing strategy.