To understand the pillars that support Email Marketing automation, it is important to be clear about what we mean by automation:
“Automation: Application of automatic procedures to a device, process or system.” – WordReference
Automation applied to email services therefore consists of using computer software to perform certain specific tasks. In other words, it is the ability to automate processes that we would otherwise have to perform manually.
Automation tools are nothing more than a support for switzerland mobile phone number list performing repetitive and everyday tasks.
However, this does not mean that the personalization of emails is lost. In fact, specific emails are created based on user actions, tastes or preferences and these are sent automatically when the subscriber meets certain criteria based on their behavior. Thus, Email Marketing Automation does not consist of replacing the most human and personal part of emails, but rather, on the contrary, it attempts to further humanize this channel.
What pillars support the automation of this channel?
Data Entry
Collection of data necessary to classify and define our users. Without a doubt the most important element. If we do not have information on how a user behaves (if they fill out forms, if they open emails...) it is very difficult to adjust to what they really need.
Ability to process information
Once we have received the data, we need to interpret and understand it in order to be able to give the correct response to the user. It is useless to have a large volume of data if we are not able to understand it . Therefore, we must understand the information that has reached us and know how to use it appropriately.
Ability to create relevant content
Once we have understood the information, we can determine the most appropriate content for each of our users. Text, images, videos, audio, landing pages, html… These are some of the elements that will have to be adjusted to the tastes and interests of the users. Why? So that the user receives exactly what he needs or would like to receive.
Time interval
When is the most appropriate time to send emails? Depending on the data we have on our users, certain information will be sent at certain times to have a more significant impact on the user. For example, if we have data that a user in our database buys tickets to Mallorca every summer, when summer approaches we will send emails to that user with our offers to Mallorca. In this way we anticipate their needs and ensure that they continue to buy from our brand. Multi- channel
possibility
Automation speeds up the communication process and allows us to cover different channels. It is not necessary to only have our email automated, but if you want to be more effective you can combine it with other channels such as SMS or Social Networks.
EMAIL AUTOMATION PILLARS
In email marketing there are many processes that can be automated in order to improve the performance of our campaign: registration process, sales and post-sale, abandoned cart recovery, birthday greetings, among others.
