Essentially, email marketing automation is based on the interaction of two levels: data management and campaign management . Both areas are interdependent. Simply put: without a well-maintained database with all relevant information about your contacts (especially name, email address) and specific information in the CRM of your automation software (e.g. opening rates, purchases, purchase frequency), your campaign may fizzle out on the World Wide Web.
The key mechanism of email marketing automation is to bahamas phone number datacreate clusters from the data obtained, which bundle your leads or customers into interest groups and create targeted campaigns. You can then send automated emails based on the respective touchpoints - that is, the individual points of contact between potential customers and your content.
Email automation for your buyer personas
How well do you know your buyer personas? | ©pixabay
The key to timing automation correctly is a predetermined event related to your website or communication channels. For example, potential customers may have subscribed to your newsletter or downloaded your free e-book. This shows that they are not only interested in your content, but also in further information and ultimately in your product or services.
With the help of personalization and alignment with predefined events, so-called trigger emails achieve a significantly higher response than regular newsletters. It therefore makes a lot of sense to "feed" leads during their customer journey with targeted content ( lead nurturing ) that provides them with added value, is tailored to their interests or offers a solution to their problem in order to ultimately convert them into customers. Email marketing automation takes care of this for you.