Email marketing remains one of the highest returning investments for companies. But managing campaigns manually is tedious and inefficient. This is where email automation platforms come in.
This article will discuss the key benefits of automation for email marketing. We'll explore features that can simplify your campaigns like workflows, segmentation, and A/B testing. And compare some of the top email automation tools on the market today.
Why Email Marketing Automation Matters
Automating repetitive tasks improves efficiency. Workflows triggered by customer behaviors provide timely, relevant messaging. Segmenting your audience enables targeted content. A/B testing optimizes performance. Integrations enable dynamic personalization.
Work Smarter Not Harder
Manual email marketing takes significant effort. Building lists, segmenting contacts, crafting campaigns, sending follow-ups—it all adds up. Email automation platforms handle the busywork so you can focus on strategy.
For example, an automated welcome email series delivers valuable onboarding info to new subscribers without any extra work each time. Cart abandonment workflows can re-engage customers who left items in their cart. Subscriber birthday offers build loyalty through timely personalized outreach.
Trigger Emails Based on User Actions
Behavior-based workflows allow you to automate emails in response to user activity. When a prospect downloads a gated resource, they enter a lead nurture workflow. Purchasing a specific product triggers a personalized follow-up campaign.
Platforms like SensorPro make it easy to set up workflows tailored to your audience's interests and behaviors. For example, if a repeat customer hasn't ordered lately, you can re-engage them with a VIP promotion.
Divide and Conquer with Segmentation
Subscriber segmentation enables targeted content specific to each group's needs and interests. For instance, send promotional emails only to engaged subscribers. Or nurture new contacts with educational resources.
Segmenting by interests allows tailored product recommendations. Separating loyal customers into a VIP group gives them special perks. Grouping contacts by lifecycle stage enables stage-appropriate nurture campaigns.
Optimization Through Testing
A/B testing reveals the optimal email content and delivery. Try different subject lines, designs, send times and more.
For example, test if question or urgency based subject lines perform better. See if Tuesday afternoons have higher open rates. Identify which content resonates most with each audience segment.
Ongoing testing provides data to maximize campaign performance. Automation makes it easy to set up and analyze split tests.
Personalized Content Drives Engagement
Integrations with your CRM, ecommerce platform, etc. enable dynamic content using real-time data. Personalize subject lines with subscriber names. Recommend products based on purchase history.
For instance, trigger a workflow to recommend complementary products after a purchase. Pull recent site activity into the email body to make it more relevant.
Personalized, contextual messaging tuned to each subscriber boosts engagement. Automation platforms make this level of customization achievable.
Compare Top Email Automation Solutions
Here we'll compare some popular email automation platforms based on key features, deliverability, ease of use, and more.
SensorPro
- Intuitive drag-and-drop workflow builder
- Advanced segmentation and personalization
- Excellent deliverability with proprietary infrastructure
- Abandoned cart recovery and browse abandonment automations
- SMS, surveys, popups, and other engagement features
SensorPro offers robust workflow automation and segmentation capabilities. Their specialized delivery infrastructure ensures reliable inbox placement. The platform provides ecommerce-focused tools like abandoned cart recovery workflows. Extras like SMS messaging and surveys complement email automations.
Mailchimp
- Beginner-friendly dashboard and campaign builder
- Pre-built automation templates for common scenarios
- Decent deliverability through third-party sending partners
- Integrations with major ecommerce platforms
- Fairly basic segmentation and split testing features
Mailchimp is easy for email marketing beginners to pick up. Their pre-built workflow templates handle common use cases like welcoming new subscribers. Mailchimp uses third-party partners for sending, with decent but not exceptional deliverability. They integrate with leading ecommerce platforms. Segmentation and testing capabilities are more limited than advanced tools.
GetResponse
- Email automation integrated with landing pages and webinars
- Strong deliverability through their own sending infrastructure
- Tools tailored to lead nurturing and sales funnels
- Interactive content features like quizzes and surveys
- More focused on lead conversion than complex segmentation
GetResponse combines automation with landing pages and webinars for complete digital campaigns. Their proprietary delivery infrastructure provides reliable inboxing. The platform is tailored for nurturing and converting leads through the sales funnel. GetResponse prioritizes lead generation over advanced segmentation capabilities.
Omnisend
- Specialized in ecommerce automation like abandoned cart recovery
- Workflows based on product views, purchases, and other events
- Deep integration with Shopify, WooCommerce, and other platforms
- Dynamic product recommendations via email
- Decent basic segmentation but less robust for advanced users
Omnisend focuses on ecommerce-centric automation triggered by customer behaviors like product views and purchases. Their platform seamlessly integrates with leading ecommerce solutions. Omnisend shines at data-driven content like customized product recommendations. Their segmentation features cover the basics but may not meet advanced needs.
Klaviyo
- Cutting-edge personalization fueled by real-time data integration
- Powerful segmentation capabilities driven by machine learning
- Customized 1:1 messaging for each individual subscriber
- Metrics-focused but workflow builder less intuitive than some platforms
- Leading personalization and segmentation but more complex to use
Klaviyo offers unmatched personalization through AI-powered subscriber segmentation. Their platform integrates real-time data to customize each email. Klaviyo trades off slightly lower ease of use for extremely robust segmentation and customization driven by machine learning.
Choose the Right Platform for Your Needs
Consider your budget, feature must-haves, integration needs, and desired ease of use. Factor in available support resources. Test automation flows before full deployment. Monitor deliverability.
The ideal platform aligns with your use case, integrates with your tech stack, fits your budget, and provides sufficient support. Thoroughly pilot automations and track performance indicators like inbox placement before launching. Continue optimizing based on data.
Start Automating for Email Marketing Success
Email automation platforms like SensorPro make marketing more efficient, targeted, and optimized. Simplify repetitive tasks with workflows triggered by customer behaviors. Craft relevant messaging with segmentation. Continuously improve through testing.
In summary, email automation delivers timely, personalized content that converts. The right platform will streamline your efforts and maximize engagement. Compare solutions like SensorPro, Mailchimp, GetResponse, Omnisend, and Klaviyo. Choose the best option for your needs and integrate it thoughtfully. Then let automation work its magic!
