How to Setup Email Automation Campaign: Step-by-Step

Without email automation, your team misses opportunities to engage your target audience. Automated emails let you connect with your audience on a deeper, yet different level to what they are issued to. They complement your email marketing strategies.

But what is email automation? Can you setup automated email on your own? How exactly does it work?

These are great questions that we will answer as you read on.

Whether you are a seasoned marketer or a newbie, this blog will walk you through email automation. GrowthJockey has compiled an email marketing automation how to guide to help you set up your first automated email.

What is Email Automation?

Automated email, also known as triggered email, is any message sent from your email service provider (ESP). It is in response to specific actions (or inactions) of a user on your website or web app.

Email automation uses predefined rules to send personalised messages. These messages are based on a customer's actions or inactions. For example, after completing a purchase, a customer may get an email suggesting other products they may like.

Email marketing remains a potent and popular means of marketing. According to research, 65% of marketers^[1] use email automation in their marketing. Experts project that the number of email users globally would reach a whopping 4.6 billion by 2025.^[2]

As a B2B brand, the next section offers insights into how to set up your automated email campaign.

5 Easy Steps to Setup Automated Email Campaign

As a newbie in digital marketing, email marketing is a surefire way to make your mark. However, there are industry standards when it comes to setting up an automated mailing campaign. GrowthJockey found five easy-to-follow steps as follows:

1. Choose the Right Platform

First, choose an excellent platform that supports your email marketing. It must build your campaign and use the best strategies to get results. It should also have the desires of your prospective customers at heart.

Many email automation tools exist today. The key is to choose the best option that suits your business needs. When choosing a platform, look for credibility, reliability, professionalism, and a proper support structure.

Anything else would send your emails to spam, thus hurting your conversion and open rates. Here are some common email automation tools:

• Hubspot Marketing Automation
• Moonsend
• Versium Reach
• Mailchimp

2. Define Your Goals

Your email marketing is only as good as your strategy — so ensure you know why you're reaching out. Do you want to inspire action, drive a purchase or share knowledge?

Once you answer this question, you will craft the messaging you need to take them to where you want them to go. You must also plan your next move when your mail succeeds.

For example, imagine a 5-email series to get prospects to request a consultation. Now, all it took to convert Prospect A was one email. If Prospect A continues to receive emails regarding the same subject, they'll get frustrated.

3. Segment Your Audience

A common error people make during email marketing automation is thinking they can compile all messages into one. Instead, segment your email lists. Categorise customers by their actions, including how they found your product and what they purchased.

Don't confuse this with the usual "thanks for signing up" email. Remember – we are talking about email marketing, so these must be segmented strategically. For instance, if you have a segment of clients that bought a particular product.

You can send a follow-up email to them, one example that stuck with us is Vimeo's “Your Guide to Getting started with Vimeo Record.” It is an onboarding email that offers new users a walk through the various products and offerings on Vimeo.

To improve your segments, build a targeted list. Many people subscribe but they never visit your site again. A targeted list gives you a more precise area of concentration.

4. Create Email Sequence

Creating effective email sequences is a crucial part of email automation. Set your email sequence goals. These could be to drive sales or nurture leads. Set KPIs to measure success (e.g., open rates, click-through rates, conversion rates).

Identify the key stages in the customer journey (awareness, consideration, decision, retention). Determine the touchpoints where email interactions will occur.

Decide on the type of content for each email (informational, promotional, transactional). Outline the sequence flow, including the number of emails, their content, and the intervals. Some of the most common email sequences include:

• Welcome Series: Introduces your brand to new subscribers and sets expectations.

• Abandoned Cart: Reminds customers of items left in their cart and encourages them to complete the purchase.

• Post-purchase follow-up: Thanks customers for their purchase and suggests related products.

• Re-engagement attempts: To win back inactive subscribers with special offers or fresh content.

5. Measure Your Performance and Success

Effective email automation requires continuous monitoring and maintenance to ensure optimal performance. Here's how to effectively track and maintain your email automation campaign:

• Regularly track key metrics like click-through rates and conversion rates.

• Look for trends over time to identify what works and what doesn't.

• Compare your email campaign performance against industry benchmarks to gauge your success.

• Regularly perform A/B tests on subject lines, content, CTAs, and send times. Use the results to refine your ongoing campaigns.

• Encourage subscribers to leave feedback and reviews on your emails.

• Analyse subscriber behaviour data to gain insights into your most engaging offers.

• Review and adjust your automation rules and triggers to ensure they remain relevant.

Top 3 Email Automation Tips to Drive Conversion and Engagement

With your email automation workflows set, you will transform your client interactions. But before you hit 'send,' you must fine-tune your strategy. Your goal is to ensure your automated campaigns resonate, not alienate. Here are some essentials of email marketing for optimising your automated email campaigns:

1. Perfect Your Timing

Timing is more than when your emails arrive. It's about aligning your messages with your consumers' wants and actions. Design a schedule for sending messages with the customer's journey and needs in mind. This will help you find the best time to send each message without overwhelming your audience.

2. Mind Your Volume

When it comes to automated emails, less is more. Overloading your clients with too many emails might cause tiredness and unsubscribes. Prioritise quality and relevance above quantity. Instead of simply flooding their inboxes, send content and messaging that are of use and value to them.

3. Maintain a Consistent Brand Voice

Whether a casual reminder or a professional update, your automated emails must reflect your brand's voice and values. This way, your readers never skip a read because they trust your brand. This also almost guarantees conversion at the end of the reading.

Wrapping Up

Email automation lets you target your audience and engage with them. Unlike manual marketing campaigns, automated emails run in the background. This gives you the chance to focus on other essential tasks, like content creation, and product design.

Automation lets you send personalised emails to everyone. This includes new visitors and repeat buyers. Email automation and customer analytics can boost your targeting. You can fine-tune your messages with each send. This will grow your business while keeping a personal touch.

Check out GrowthJockey's email marketing guide to refine your strategy for results. Do you think it’s time to revamp your email marketing automation? Get started here.

Frequently Asked Questions

1. What is email deliverability, and how can I enhance it?

Email deliverability is how well your email reaches the intended audience without ending up in the spam folder. Improving email deliverability involves:

• Regularly removing inactive or invalid email addresses.
• Double opt-in is used so subscribers can confirm their email addresses.
• Personalising emails Using subscribers' names and relevant content
• Ensuring your emails comply with spam regulations
• Test and optimise different elements of your emails and make improvements based on the results.

2. How do I increase my click-through rate?

Your content must be very relevant to boost your click-through rate. Subscribers will likely click on links and CTAs in informative and relevant emails. When creating emails, tailor the content. Hire experienced writers familiar with your sector. They can craft captivating language that draws in readers.

3. How can I improve my call-to-action (CTA)?

Your Call-to-Action sits at the heart of your email. It's basically the whole reason you're sending it! It is vital to make your CTA helpful to increase clicks and engagement. Copy, placement, and design are the three fundamental components of any CTA.

To improve your CTA, try these tips:

• Place it at the top of your email for maximum attention
• Use assertive language to motivate action
• Use colour to make the CTA button stand out
• Think about the actions you want the reader to take after reading, then tailor your CTA accordingly.

4. How often should I send out automated emails?

The type of email and the subscriber's interaction determine the frequency of automated emails.

• Welcome Series: Typically, 3-5 emails are distributed over the first few weeks.
• Nurturing Campaigns: Send weekly or biweekly emails to keep leads engaged.
• Abandoned Cart Emails: Send the first email within an hour, then 1-2 more reminders over the next few days.
• Re-Engagement Campaigns: Begin with a polite reminder after a few months of inactivity and a routine follow-up.
• Regular Updates: Send out monthly or biweekly newsletters to deliver continuous value.

1. 65% of marketers - Link ↑
2. 4.6 billion by 2025. - Link ↑