{"id":2106,"date":"2023-10-08T03:36:32","date_gmt":"2023-10-08T03:36:32","guid":{"rendered":"https:\/\/kartra.com\/?p=2106"},"modified":"2024-09-11T20:03:58","modified_gmt":"2024-09-11T20:03:58","slug":"how-to-use-email-marketing-automation","status":"publish","type":"post","link":"https:\/\/kartra.com\/blog\/how-to-use-email-marketing-automation\/","title":{"rendered":"How to Use Email Marketing Automation to Catapult Growth"},"content":{"rendered":"\n
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Automated emails include series of emails planned out in a timed sequence, as well as one-off, interruptive communications like new product announcements. Both types of email campaigns help to build your brand, keeping your audience engaged with your products and services without taking you away from daily responsibilities. To see results from automated email marketing, you will need to develop valuable content that matters to your audience and build trust by staying consistent.<\/p>\n\n\n\n

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Email Sequences & Your Sales Funnel<\/strong><\/h4>\n\n\n\n

Email sequences need to correspond with strategic points along your sales funnel to be effective. Determining what messages, offers, and content will resonate with your contact given their stage in the buyer journey \u2013 and having a clear purpose for each email \u2013 will help you develop a successful email campaign.<\/p>\n\n\n\n

For example, email sequences that intend to move someone from an acquired lead to an activated customer may focus on first-time buyer deals or educational content that builds trust. Automated emails geared toward client retention will feature more personalized messages, such as tips on how to use a previously purchased product or service.<\/p>\n\n\n\n

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Value Consistency and Frequency, Not Perfection<\/strong><\/h2>\n\n\n\n

One of the basic features of any email marketing software is scheduling \u2013 the ability to plan exactly when a contact receives an email, down to the minute. The precision of this feature is helpful, but it\u2019s easy to get lost in the weeds of finding the perfect moment. It\u2019s much more beneficial for your brand to focus on consistent, substantive communication with your audience \u2013 building customer relationships by valuing frequency over perfection. Sporadic email communications will likely have a net-zero impact, and can even be detrimental to list-building by driving up unsubscribe rates.<\/p>\n\n\n\n

Plan Blocks of Content<\/strong><\/h3>\n\n\n\n

A major way to improve email consistency is through planning out the year in blocks. Schedule email communications in advance to prevent overloading subscribers during certain times of the year and then scrambling to create content during quieter seasons. Having a bird\u2019s eye view of email communications will also give you a better picture of customers\u2019 experiences, allowing you to create a more holistic email marketing strategy.<\/p>\n\n\n\n

Start with Core Sequences<\/strong><\/h3>\n\n\n\n

Start by automating core sequences that ensure no contacts fall through the cracks. These standard communications could include emails such as:<\/p>\n\n\n\n