When it comes to marketing your company, a channel that should not be ignored is email marketing. This marketing channel is a powerful one. According to reports, email is considered one of the most effective channels for marketing, with 79 percent of marketers placing it in the top three. 

Although it is a powerful tool, some companies don’t have the time to manage this channel. Luckily, there are email automation tools and services provided by digital marketing automation Denver companies that can help you automate these emails. Here is a breakdown of what marketing automation is and how it can help your company succeed. 

What is email automation?

Email marketing automation is a software that enables individuals to optimize and personalize their email marketing campaigns. This type of software ensures that the correct message reaches the right person at the right time, while also significantly reducing manual effort.

How to use email marketing automation to drive conversions

Start using drip campaigns

Drip campaigns are a simple but effective way to continuously send emails to your subscribers. These campaigns are designed to send out emails based on user actions or pre-set schedules. They can be triggered by someone signing up for a service or making a purchase. Drip campaigns enable businesses to engage with potential leads progressively, providing relevant content and nurturing them from initial interest to conversion.

For instance, when a user subscribes to your newsletter, a drip campaign can be set up that begins with a welcome email, followed by educational content, product recommendations and eventually, a promotional offer. This gradual approach keeps leads engaged and increases the likelihood of conversion.

Make content personalized

It's important to remember that not all customers are the same. Therefore, it's important to personalize the content you send them based on their behaviors and where they are on their customer journey. Fortunately, email marketing automation can help businesses send out highly personalized emails. These emails are based on user behavior, preferences and demographics. 

Personalized emails are effective because they grab the recipient's attention and make them feel valued. This, in turn, increases the chances of conversion. For example, an e-commerce business can send product recommendations based on a customer's browsing and purchase history. Doing so makes their shopping experience more relevant and enticing.

Identify potential leads

Identifying promising leads for generating sales can be a challenging task, but email marketing automation can make it easier. This software features a lead scoring system that assigns a score to each subscriber based on their interactions and behaviors with your email and website. For example, opening an email or clicking a link may add points to a lead's score, while unsubscribing or ignoring emails may subtract points.

Lead scoring helps pinpoint hot prospects who are most likely to convert. When a lead reaches a certain score, your sales team or marketing automation Denver team can prioritize them for personalized follow-ups, streamlining your sales process and boosting conversion rates.

Figure out the best times to send out an email

When it comes to email campaigns, the timing of sending your emails is crucial. If you send them at the wrong time, people may not bother clicking on them. Fortunately, email marketing automation can help you determine the best time to send your emails. 

Additionally, behavioral triggers allow you to send emails based on specific actions taken by users. For instance, if a lead abandons their shopping cart, automation can trigger an email reminding them of the items left behind and offering an incentive to complete the purchase. This can boost your conversion rates and ultimately increase your revenue.

Automate your email marketing with a digital marketing automation Denver company!

Email marketing automation is a game-changer for lead nurturing and conversions. Let our services automate all your marketing channels to stay relevant. Contact us today to get started!