Email Marketing Automation (or automation of emailing campaigns) designates the use of software to send targeted, personalized and programmed emails to a contact base depending on their behavior or profile. It is a technique that has become essential in any efficient digital marketing strategy.
According to a Campaign Monitor study, email marketing automation generates 320 % more income than conventional emails. Thanks to automation, companies can:
Maintain constant communication with their prospects and customers;
Reduce time spent on repetitive tasks;
Create fluid and coherent user routes (onboarding, basket recovery, birthday, etc.);
Better qualify the leads by sending the right message at the right time.
Take the example of the French company Magileads, specializing in multichannel prospecting. Thanks to automated email sequences triggered by specific behaviors (opening, click, inactivity, etc.), it allowed its users to triple the average response rate on B2B campaigns. Automation allows you to act quickly, without waiting for a salesperson to intervene.
To remain credible and compliant, email marketing automation solutions must align with data protection standards (GDPR) . This implies collecting explicit consent, proposing a visible unsubscription link, and to secure personal data.
Email Marketing Automation is much more than a simple dissemination tool: it is a strategic pillar for companies that want to make their communication , while respecting good ethical and legal practices. By combining relevance, timing and personalization, it transforms a simple message into a real conversion lever.
Interacting with its prospects or customers at the right time is essential to succeed in your Email Marketing Automation strategy
The idea for you is who consulted what content and what is the right time to call a prospect, if he does not do it himself.
Magileads offers predefined scenarios models to create and automate prospecting campaigns when your prospects interact with your message.
You can set up fine segmentation to better target the recipients of your prospects and create automatic reminders to manage your qualified prospects in the PRM .
To take full advantage of automation, it is essential to respect certain good practices:
Segment your database : According to Mailchimp, segmented campaigns obtain an average of 14.3 % more openings and 100 % additional clicks compared to non -segmented shipments.
Personalizing messages : adding the first name in the object or content of the email can increase the opening rate by 26 % , according to Experian.
Measure your performance : Follow KPIS such as the opening rate, the click rate, the unsubscribe rate or the income generated by Email to adjust your scenarios.
Intelligently automated : do not saturate your audience. Create progressive scenarios, with deadlines and conditions that take into account user behavior (click, purchase, inactivity, etc.).
Email Marketing Automation should not be cold or impersonal. Used well, it can establish a lasting relationship of trust with your contacts, and increase their long -term commitment.
Greentech Énergie , specialized in solar panels, has implemented an automated email email strategy to support its leads throughout the customer route. By segmenting your contacts by level of interest (request for information, quotes received, inactive customer) and by creating scenarios adapted to each profile, the company obtained measurable results:
+42 % opening rate on post-defeat emails
X2 on the conversion rate of prospects to customers after 3 months
30 % reduction in commercial processing time thanks to the automation of reminders
According to their marketing manager:
“Automation allowed us to react faster, with personalized messages. Our sales teams can now focus on the hottest leads. »»
This experience shows that even a medium -sized company can obtain a significant return on investment with well -configured automation email tools.
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