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A Case for Email Automation

Updated: Dec 19, 2019

Email automation and the use of artificial intelligence in email marketing are probably the most significant advancements made in digital marketing over the last ten or so years.

Email automation and the use of artificial intelligence in email marketing are probably the most significant, consequential advancements made in digital marketing over the last ten or so years.

Most people do not realize this, but we, as consumers do a lot of our shopping online via apps, eCommerce sites, etc. Mostly on our mobile devices.

According to TechCrunch, 79% of Americans now shop online.

Digital Commerce reports that Millennials: folks between the ages of 22 to 37, make 60% of their purchases online.

Consumers in the same age group now make 36% of their total purchases using mobile devices.

I bring all this up to say this: Most online shopping experiences, especially among younger consumers begin with a promotional email. That's right! Not social media, not YouTube, or TV, but good email. As a matter of fact, there are over 3.7 billion active email users worldwide.

72% of people prefer email as the mode of business communication.

Millennials prefer their communications with their favorite brands to be over email, as opposed to chat, or via a telephone call.

67% of teens and 73% of those between the ages of 19 to 34 prefer the use of email over all other forms of communication when dealing with companies.

Email marketing spending in the U.S is set to hit $ 3 billion by the end of 2020, up from $2 billion only a few years ago.

Companies just like yours use email as their main means of communication when dealing with their customers. Companies send a vast array of emails every day. From general communications to transactional email messages.

So, with all these emails going out to folks, how does one manage it all? How do you ensure that the right email goes out to the right person at the right time? Well, that where email automation comes in.

Keep in mind that when we speak of email marketing automation, this is but a small part of an overall technology-based universe.

There are many elements to marketing automation. Tools like automated telephony services, and chatbots all play a vital role in the sector as a whole. Below are just a few examples of ways email automation can help improve your sales and marketing efforts as well as your customer service apparatus.

Increases brand awareness - Sending out automated relevant (branded) emails will build general awareness of your company and what you do. Over time, your audience will become comfortable doing business with your firm, making it easier to monetize any of the services you provide in a sales setting.

Reduces errors - If you currently have one person writing and sending emails to new leads, then there is a higher chance mistakes will happen. Writing a person's name incorrectly or making spelling mistakes will cause the email recipient to have less trust in your company. With email automation workflows, they can be proofed and checked over and over before being put live.

Streamline your marketing processes - One of the major benefits of email marketing automation is the ability to visualize and build panoramic customer journeys. You are able to create a series of emails that will help walk every single customer through a customized process designed to anticipate and remedy any issues they may have and educate them about your brand in the most thorough way possible.

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