Mailing automation

Mailing automation is the implementation of workflows that automatically send emailsbased on certain conditions or triggers.

These conditions can be user actions, such as subscribing to a list, clicking on a link, downloading a resource or even abandoning the shopping cart in an online store.

When the set requirements are met, the email automation system sends the right content at the right time, without the need for constant manual intervention.

The difference compared to sending generic mass mailings is abysmal: while a simple mailing can be impersonal and irrelevant, the automation of mailing campaigns seeks to offer a more segmented, timely and personalized content.

In fact, it is this ability to personalize that brings real value to this strategy.

Today, automation has become an essential pillar for digital marketers who want to consolidate long-lasting relationships with their subscribers.

Advantages of mailing automation

Now, why should you consider mailing automation as part of your email marketing strategy?

There are several compelling reasons that make it extremely useful:

· Save time and resources

This is probably one of the most obvious advantages.

By automating emails, you don’t have to manually compose and schedule every single mailing.

Once you set up the flow or sequence, the system will handle everything automatically.

This frees up hours of work that you can devote to other strategic or creative tasks.

· Mass customization

Although the word “automatic” suggests a mechanized approach, mailing automation allows you to personalize messages on a large scale.

You can segment your lists according to your subscribers’ preferences, behaviors or interests, sending emails that truly connect with each type of audience.

The ability to deliver relevant content improves the user experience and, therefore, conversion results.

· Higher open and click-through rates

When your message is timely and aligned with what the person needs, the likelihood that they will open the email and take the desired action increases significantly.

As a result, you will see your campaign metrics, such as click-through rate (CTR), rise steadily over time.

· Reduced human error

With mailing automation, possible oversights that can occur when you send a newsletter manually are minimized.

No more duplicate emails, incorrect recipients or segmentation problems.

You set up the rules at the beginning and the system, as long as it is well configured, takes care of executing them accurately.

· Scalability

This methodology allows your business to grow sustainably, even if your database grows tenfold.

No matter how many contacts you have, a good newsletter automation service adapts to your volume and helps you maintain the quality of your mailings.

Common examples of email automation

To better understand this concept, let’s look at some of the situations where email campaign automation can be especially useful.

Perhaps you have already received this kind of emails in your inbox without being aware that it was an automated process:

· Welcoming new subscribers.

One of the classics of email marketing is the welcome email, a welcome message for the new contact who has just subscribed to your list.

When you work with mailing automation, you can send this email immediately after the person confirms their subscription, including useful information, trial offers, links to featured content or a thank you message for joining the community.

· Abandoned cart recovery

If you manage an e-commerce business, you know how frustrating it is to see full carts that never make it to checkout.

With an email automation system, you can automatically send a reminder to the user who added products to their cart but didn’t complete the purchase.

In addition, you can accompany this reminder with an incentive, such as discounts or free shipping, to motivate them to complete the order.

· Re-engaging inactive subscribers

Have you noticed that a certain segment of your list hasn’t opened your emails for weeks or months?

Newsletter automation also helps you create reactivation strategies.

For example, you can schedule a sequence of emails with special content or an exclusive discount to motivate inactive users to come back.

· Track events, actions or downloads

Each time a user completes a certain action on your website (downloading an e-book, registering for a webinar or requesting a demo), you can trigger an email flow that guides them to the next logical step.

This is very useful for nurturing leads in B2B and B2C sectors, and maintaining the potential customer’s interest.

Mailing automation tools

Even if you are clear on how mailing automation works, you may be wondering what platforms you could use to accomplish this task.

Nowadays, there are numerous providers specialized in email marketing that offer automation functions included.

A good example is Mailrelay, which provides complete solutions tailored to both SMEs and larger companies.

These services, in general, usually have an email editor, an integrated database and an advanced segmentation system.

They facilitate the creation of customized campaigns and include detailed reports to measure results in real time.

The most important thing is that you choose the platform that fits your needs, taking into account aspects such as the size of your list, the number of monthly messages and the complexity of the sequences you want to implement.

How to start working with a mailing automation

Once you’ve selected the right tool, it’s time to design your mailing automation flows.

It may sound intimidating at first, but with good planning, everything flows naturally.

Here are the essential steps to put this type of strategy into action:

· Define your objectives.

Before you write a single email, make sure you’re very clear about what you want to achieve:

• Increase sales in your online store?
• Reactivate inactive subscribers?
• Nurture leads for a B2B service?

Setting a measurable goal is essential for the whole automation process to work properly.

· Create your audience segments

If you have a diverse audience, you don’t want to send the same message to everyone.

The success of email automation is based on segmentation.

Group your contacts according to their interests, purchase history, web activity or any other variable relevant to your business.

· Choose triggers and actions

These two components are the heart of automation.

A trigger can be, for example, the date on which someone subscribes, the download of a lead magnet or the click on a specific link.

The action, on the other hand, describes what the system should do in response to that trigger: send an email, assign a tag to the subscriber, update a field in the database, etc.

· Design the email sequence

This is where you put your creative skills to work.

Define the messages to be sent at each step, taking care of the tone, content and call to action.

Make sure the sequence flows logically and respects the rhythm of your audience.

· Test and optimize

Before your mailing automation starts sending out uncontrolled mailings, test different scenarios.

Check if the links work, if the segmentation is correct and if the triggers are activated at the right time.

Once up and running, analyze the results and make the appropriate adjustments.

Best practices for effective email automation

You’re probably wondering how to create really effective newsletter automation sequences.

Here are a few tips:

· Respect the sending frequency

Don’t saturate your subscribers’ inbox.

If you send too many emails, you probably would annoy your subscribers; this could increase the number of spam complaints.

Use data and statistics to adjust the frequency according to the type of content and the level of audience interaction.

· Personalize content

Use personalized variables to address your contacts by name and, if possible, mention specific details based on their history or behavior.

This reinforces the feeling that the message is tailored, which increases the open rate and engagement.

· Design attractive and functional emails

Content is important, but so is presentation.

Use templates that adapt to all devices (responsive design), include eye-catching images and make sure calls to action (CTAs) are clear and well-placed.

· Constantly monitor metrics

Don’t forget to measure metrics such as open rate, click-through rate and conversion.

This data will allow you to identify which parts of your sequence require adjustments and which tactics are working best.

Mailing automation as part of a comprehensive marketing strategy

We must not forget that mailing automation is just one piece of a much larger whole.

Combining this technique with other digital marketing actions will allow you to generate more impact and, of course, obtain better results.

For example, if your email marketing campaigns are accompanied by a good social media content strategy and solid SEO, your prospects will find a common thread that will reinforce their trust in your brand.

In addition, if you have a CRM or a customer management system, it is advisable to integrate it so that all the information flows smoothly.

This way, you will be able to extract valuable data and further optimize your mailing automation based on the actual behavior of each contact.

Challenges and solutions in mailing campaign automation

Although the benefits of email automation are undeniable, it is also true that you will face some challenges.

Among the most frequent difficulties, we can mention:

· Lack of previous strategy

If you don’t have clear goals and don’t know your target audience, automation won’t work miracles.

The solution is to create a specific plan that contemplates objectives and buyer personas before setting up any sequence.

· Lack of quality content

Automation requires useful content that keeps the subscriber interested.

If you don’t have valuable material, your campaigns will become repetitive and unattractive.

Investing in the creation of articles, videos, infographics or downloadable guides is key.

· Technical issues

The learning curve may be steep at first, especially if you have never used this type of tool before.

However, most platforms offer tutorials, webinars and step-by-step guides so you can get familiar quickly.

In addition, it is highly recommended to look for providers with good technical support.

· Deliverability problems

If your emails end up in spam, it doesn’t matter how well designed your sequences are.

To avoid this, work with reputable providers that have a good reputation and perform proper list hygiene practices (remove inactive contacts, use SPF authentication, DKIM, etc.).

Conclusion

Mailing automation has transformed the way brands talk to their audiences.

Thanks to it, it is possible to offer timely, personalized and segmented messages, taking your email marketing to the next level.

Far from being a cold or impersonal strategy, automation puts the focus on the user, so that each email arrive at the right time and with the right content.

To embark on this journey, choose a good tool, such as Mailrelay, define clear objectives, segment your list, design logical flows and constantly measure the results.

In this way, you will not only save time and resources, but you will also build stronger relationships with your subscribers and boost your conversions.

In short, investing in email automation is a smart decision for any business that wants to grow and consolidate in the digital environment.

Don’t hesitate to explore this strategy if you want to stand out in an increasingly competitive market, retain your audience and convert more leads into satisfied customers.

The time to make a qualitative leap in your email marketing strategy is now!