在本电子邮件自动化指南中，您将了解有关电子邮件自动化所需的所有信息：它是什么，其工作方式及其好处。我们还将引导您完成五个步骤，以开始使用电子邮件自动化，并为您提供三种方法来改善客户体验并提高收入。
在本电子邮件自动化指南中，我们有很多要介绍的内容，所以让我们开始吧！
Email Automation Guide: Get More Done In Less Time:
What Is Email Automation?
Email automation is the process of sending triggered emails to your subscribers automatically. Instead of broadcast电子邮件新闻通讯and one-off email marketing campaigns that require time to create, email automation lets you create an email or series of emails and set those emails up to send when a certain trigger is tripped.
One of the most common uses of email automation is the welcome email or welcome email series. Welcome emails are triggered by a signup to your marketing emails and are used to introduce yourself to your new subscribers, set expectations, and generally get the relationship started.
Creating a new welcome email for each new subscriber would quickly get tiresome and time-consuming. Setting up email automation to send those emails automatically will save you a ton of time and money.
电子邮件自动化如何工作？
电子邮件自动化实际上是非常简单的。你本身t up certain criteria that once met will trigger an email or email series to be sent. Email automation lets you create automated email marketing workflows that require no additional effort on your part once they’re created. Here are some examples of email automation at work:
- Welcome or confirmation email after email list signup
- 调查答案触发的特定电子邮件
- 电子邮件再次访问您的网站时给订户
- 废弃的购物车恢复电子邮件以推动购物者完成购买
电子邮件自动化的好处
根据Campaign Monitor，自动化电子邮件广告系列占电子邮件营销收入的21％。与标准电子邮件通讯相比，他们的开放率还高出70.5％，点击率高152％。而且，当您自动化您的电子邮件营销, you’re free to focus on other aspects of running and building your business instead of babysitting subscribers.
Not convinced? Check out our post on marketing automation statistics to learn more.
Email automation has quite a few benefits. Let’s take a closer look at a few of them.
Win Back Lost Customers
It’s likely you have several prior customers on your list who haven’t purchased from you in a while. Instead of continuing to send them your standard email newsletter and hoping they’ll come back, you can use email automation to create and send a win-back campaign. Here’s what a win-back campaign might look like:
Source:reallygoodemails.com
我们建议根据对您最重要的细分市场创建不同的胜利广告系列。这可能是过去的客户，他们与您或未在一定时间范围内进行购买的客户花费了超过一定的美元。
改善客户体验
订户喜欢个性化。根据Moosend的说法，通过个性化广告系列产生了75％的电子邮件收入。并且，个性化电子邮件提供了更高的交易率（Instapage）。但是，如果您要手动编写每封电子邮件，那么您就会浪费时间。
使用电子邮件自动化策略将帮助您创建个性化和独特的客户体验，而无需花费所有时间手动细分，写作和发送电子邮件。大多数电子邮件自动化工具都包含功能，使您可以标记，细分，使用动态内容等等。这是个个性化电子邮件的一个很好的例子：
Source:reallygoodemails.com
Notice that the email feels personal like the company knows you and knows what you want. This makes it much more likely that you’re going to listen when the company makes suggestions to you about what to purchase. Consumers want a personalized experience; email automation makes it a lot easier to give them one.
管理您的电子邮件更有效地回复
电子邮件自动化可以帮助您管理电子邮件回复，而无需手动回答每个电子邮件。您可以在电子邮件营销服务中设置自动回应器，以处理所产生的响应，以便您培养潜在客户，而没有任何裂缝。这是一个自动回复器的外观示例：
Source:reallygoodemails.com
You can also connect your email marketing service with your CRM software to keep your sales team in the loop. And, depending on the live chat software you use, you might be able to move the conversation from email to real-time chat.
提高客户忠诚度
Another benefit of using email automation is the speed with which you can reply to emails from your customers and subscribers. With the right mix of电子邮件营销services和CRM软件，您可以保持销售和支持团队准备好一刻的通知，这是一种让客户喜欢您品牌的肯定方式。
You can also automate recurring communications with your subscribers to let them know that you’re thinking about them and value them. This might include scheduling promotions, sending birthday and anniversary emails, event notifications, and more. These emails keep you at the front of your subscribers’ minds and help you build relationships to increase customer loyalty. Here’s an example of a birthday email:
Source:reallygoodemails.com
保持您的电子邮件列表最新
Did you know that your email list declines at about 22% every year? This can impactopen rates, click-through rates, conversions, sales, and a whole lot more. That’s why we recommend using email automation to help you get rid of those email addresses that are out of date, bouncing, or just haven’t been engaged with your电子邮件营销活动等一下。这是列表清理电子邮件的样子的示例：
Source:reallygoodemails.com
To keep your list full of interested and engaged leads take a look at our tips togrow your email marketing list。
增加收入
电子邮件自动化使创建可以在不同时间安排或触发的多个广告系列可以轻松满足不同的需求。您可以自动化广告系列，以赢得失去的客户，促进您的客户忠诚度计划，恢复废弃的购物车，与某些细分市场共享自定义促销，等等。这是一封废弃的购物车电子邮件的示例：
Source:reallygoodemails.com
Retain More Customers
电子邮件自动化是保留现有客户的最简单方法之一。当您细分电子邮件列表时，您可以创建个性化的，自动化的电子邮件营销活动，以交付订户想要的内容和促销。当您的订户和客户满足他们的需求时，他们更有可能坚持下去。这是促销电子邮件的示例：
Source:reallygoodemails.com
电子邮件自动化指南：成功的5个步骤
电子邮件自动化不是很难做到。虽然它确实take some work upfront, automation more than pays for this investment. But if you’ve never done any email automation, you’re probably wondering how to get started. Keep reading… In this section, we’re going to share five steps you can take to get started with email automation.
1. Choose the Right Email Marketing Service
选择正确的电子邮件营销服务对于电子邮件自动化很重要。有这么多电子邮件营销services在市场上，很难弄清哪个是适合您的业务的合适的。由于您对电子邮件自动化感兴趣，因此需要确保您选择的电子邮件营销服务包括所需的自动化工具。虽然您可能不需要企业级软件带来的所有铃铛和哨声，但您需要考虑一个电子邮件营销工具that gives you room to grow. Here are a few of our favorite email marketing services that offer excellent automation features:
- sendinblue。包括初学者和高级工作流程示例。
- 恒定接触。提供可以自动化收集线索，与潜在客户保持联系并保留客户的工具。
- GetResponse.Includes tools to build an automated customer journey.
- convertkit。视觉电子邮件自动化工具create marketing funnels, send targeted content, and segment subscribers based on their customer journey.
- Mailchimp.Create custom marketing workflows, send trigger-based transactional emails, and schedule your email marketing campaigns.
2.细分
细分电子邮件列表使创建自动化工作流变得容易得多。您可以以多种方式分割电子邮件营销列表 - 行为，人口统计，心理学，位置，购买历史以及几乎所有您能想到的其他内容。与其拥有成千上万的细分市场，不如考虑谁是您想要的人。例如，如果您没有基于位置的促销活动，则根据位置进行细分是没有意义的。真正考虑到您的目标受众是谁，并创建代表您要吸引的每个受众的细分市场。
3.创建电子邮件策略
A plan is mandatory for电子邮件营销，总的来说，这对于电子邮件自动化尤为重要。首先分析您已经拥有的有关订户的数据，并基于此构建电子邮件自动化。这可能意味着使用电子邮件注册作为欢迎电子邮件系列的触发，或将重新参与广告系列发送给一段时间以来没有接触电子邮件的订户。
从简单的电子邮件自动化策略开始，然后从那里继续前进。您不必一次创建整个电子邮件自动化目录。我们建议您以5-7封电子邮件的欢迎电子邮件系列开始，旨在将您的品牌介绍给新订户，并为建立牢固的关系奠定基础，然后再将这些新订户转移到您的标准电子邮件通讯邮件中。
The second email automation we recommend for eCommerce businesses is an abandoned cart recovery email or email series. Globally, 75.6% of carts are abandoned (SaleCycle) costing eCommerce businesses more than $18 billion every year (Dynamic Yield).
That’s a lot of money to leave on the table.
废弃的购物车恢复电子邮件系列可以使购物者回到您的网站并完成购买所需的轻推。虽然确实有40％的购物者将产品放入购物车中而无意购买（附件云），但有60％的购物者打算完成购买但没有出于某种原因。废弃的购物车恢复电子邮件系列可能意味着进行销售或丢失销售之间的区别。
Looking for more ways to improve your eCommerce marketing? Here are 6电子商务电子邮件营销tipsyou can use to boost revenue.
4. Plan Your Workflows
Now that you have youremail strategy，下一步是计划您的工作流程。每种电子邮件营销服务都有不同的构建工作流程的方式，因此请查看所选服务网站的帮助或支持部分以获取完整的详细信息。以下是计划工作流程时需要考虑的一些事情：
- Who are you reaching out to?
- What do you want them to do?
- How will this audience be added to the workflow?
- What actions need to be taken?
- 您需要哪些创意，复制或其他资产？
After you’ve answered all of those questions, you’re ready to set up your workflow in your email marketing service and test it.
5.测试和完善
完成工作流程后，是时候进行测试和完善了。您的电子邮件营销工具应提供有关该工具的全面报告电子邮件营销基准you care about (open rates, conversions, click-through rates, etc.). Use this data as a starting point before you start A/B or split testing your workflows and emails. This will help you find the email subject lines that get the best open rates or the offer that gets conversions.
使用电子邮件自动化来发展业务的3种方法
我们已经在本电子邮件自动化指南中介绍了很多东西，但想确保我们以一些具体的方式给您使用电子邮件自动化来对您的业务产生真正的影响。
1. Automate Your Welcome Emails
创建一个可欢迎的电子邮件系列，其中包括5-7封电子邮件，以向您的品牌介绍您的新订户，建立品牌亲和力并将这些订户更深入地进入您的营销渠道。这是一个示例欢迎电子邮件系列，因此您可以感觉到每封电子邮件中包含的内容：
- Welcome.Use this email to fulfill your promise (if a user signed up for a lead magnet). You should also share information about your business, links to some of your best content, and links to your social media profiles.
- 了解更多。A couple of days after your welcome email, send another email that talks more about your business and the products and services you offer.
- 教育。这封电子邮件将在电子邮件2后几天发行，并应包括有关您的业务如何唯一准备解决订户拥有的特定疼痛点的信息。
- 小问。In this email that’s sent out a couple of days after email #3, you’re asking subscribers to commit to something small to get them primed to say “yes” to bigger asks in the future. This could be something as simple as asking them to follow you on social media.
- Bigger ask and a coupon.在欢迎电子邮件系列的最后一封电子邮件中，您应该分享有关您的产品和服务以及优惠券或某种诱人优惠的信息。
2. Automate Your Abandoned Cart Recovery
Your abandoned cart email series doesn’t need to be as long as your welcome email series. We recommend using 3 emails in this series. For abandoned cart recovery, timing is critical. Here’s a sample series you can adapt to your needs:
- One hour email.在购物者放弃购物车后约一个小时Complete Your Purchase。
- One day email.If your one hour email didn’t work, send another email the next day. In this email consider including社会证明，废弃产品的好处，或保证降低风险。
- 五天的电子邮件。如果您的前两封电子邮件不起作用，请暂停几天，然后发送最终电子邮件。在此电子邮件中，您将为购物者提供折扣，以使他们完成结帐。这不是您每次都应该做的事情（您的购物者会期待它），但这是夺回更多您废弃的购物车收入的好方法。
3. Automate Your Lead Nurturing Sequences
铅培养序列对于将订户更深入地转移到您的marketing funnel并带领他们进行转换。欢迎的电子邮件是铅培养序列的一种形式，因此您可以使用类似的工作流程。五封电子邮件非常适合铅培养序列。这是铅培养序列的一个例子。
- Email #1.此电子邮件将在触发后立即发送。扳机可能是铅磁铁下载，免费试用注册甚至购买。
- Email #2.In this email, you’ll want to address your subscriber’s pain points and how you can solve them.
- 电子邮件3。Provide social proof to support your claims that you can solve your subscribers’ problems.
- 电子邮件＃4。使用此电子邮件作为机会，让订阅者知道您了解他们的痛苦（同理心）。
- Email #5.在您的铅培育系列的最后一封电子邮件中，您想遇到一个艰难的询问。您的呼吁是进行购买，而您对此并不害羞。
Conclusion
Email automation has a lot of moving parts but it doesn’t have to be time-consuming or complicated. In fact, it should be the opposite of that! Using the tips and电子邮件营销templates在本电子邮件中，自动化指南将使您获得实现电子邮件自动化目标的绝佳开始。小规模开始，专注于受众的细分市场，这些细分市场对您的业务最有价值，然后再分支到其他细分市场中，以增加销售量。
