3 tips to increase conversions from your email marketing automation

A multi-channel automation platform will help you get more out of your marketing and with the right email automation strategy, you can gain insight into your customers, personalize your customer experience, and increase purchases.

First, let’s differentiate between automated emails and manually scheduled email campaigns.

With automated emails, your subscribers’ behavior triggers an email, like a welcome message after someone signs up.

On the other hand, scheduled email campaigns go to a set list of subscribers based on a pre-planned send time.

Impressively, automated messages convert 1.8% of recipients and inspire 18x more purchases than non-automated emails. Email automation saves you time and money—set it up once, and it’s always on, effortlessly delivering personalized messages to your subscribers.

Email automation increases conversions by:

  • Efficiently educating and nurturing customers at scale
  • Showing customers you’re paying attention to their interests and actions
  • Inspiring customers to make a purchase

3 proven strategies to increase conversions from your email marketing automation

1 | Personalize by creating segments based on Customer-First Data™

Tip: Use Customer-First Data —information that comes directly from a subscriber, like their onsite behavior—to build segments to send more personalized automated journeys.

Email segments are a group of subscribers defined by a set of conditions, like location or how recently they’ve clicked on an email. And with Customer-First Data, you can create a more personalized experience for your subscribers—which often translates to a higher conversion rate, too.

For example, in Cheeky Wipes’s email to people who left the site without purchasing, they segment based on how many products the person viewed.

Automated email tips from Cheeky Wipes' browse abandonment flow.

If someone viewed multiple products, they receive an email with a customer review about making multiple purchases (pictured on the left below).

On the other hand, if the website visitor just viewed one or two products, the customer review is about the top product quality (pictured on the right below).

This Customer-First segmentation works—5% of recipients go on to make a purchase, which is 5X the average for ecommerce brands.

Two side-by-side automated email examples from Cheeky Wipes.

2 | Use clear CTAs to drive your audience through the buyer journey

Tip:

Make it easy for your customers to know what to do next after getting your emails. Use conversational language, followed by a button that takes your subscriber directly to your website.

In Moroccanoil’s welcome email, the primary CTA (call to action) is SHOP NOW, making it clear to customers that the first and most intuitive next step is to browse the website. Prioritize links to shop your website above others to make it clear to your audience where they should go next.

As a secondary CTA, they also educate subscribers about their loyalty program. Follow Moroccanoil’s lead with additional links: Keep them separate from your higher priority CTA to avoid distracting your audience.

Moroccanoil's automated welcome email is a good example of a well-placed CTA.

3 | A/B test your automated emails to optimize your flows

Tip: Use A/B tests to identify the most successful version of your automated emails.

Determining which version of your email messaging best resonates with your audience will lead to more people clicking through to your website and ultimately making a purchase.

The benefits of A/B testing:

  • Easy and inexpensive
  • Increases engagement and conversions
  • Improves your emails and customer experience

Some common A/B testing methods include split testing for subject lines, body content, and the number of messages sent within an automated workflow. You can then identify the winning version based on click and open rates.

In Tenzo Tea’s A/B test on their welcome email, they learned that using the subject line as a welcome message rather than focusing on the discount drives 16% more revenue. 

Tip: Automate your email marketing automations with A/B tests.

"For automated campaigns, running an A/B test helps us make our always-on emails drive as many conversions as possible. Just in the last month, the B version of this test drove 16% more revenue, all from a simple subject line test."

Steve O'Dell, CEO and Co-founder, Tenzo

Let automation take over your promotions

When done well, email automations can drive more sales than all other promotions, like social media, digital advertising, and even manually sent email campaigns. Here’s a quick checklist to help you get there:

  • Make sure you’ve set up all six of the most important automated flows
  • Use the tips you learned in this article to optimize your automations
  • Update your flows at regular intervals, like every six months

See the power of automation in action—learn how Brava Fabrics have made their automated emails their most profitable marketing channel.

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