What is Email Automation? Why Do You Need Mailchimp Automation?
The term "Automation” comes from “Automata" which was derived from the Greek word "αὐτόματα" which means "self-acting". Automation helps you set up workflows for most commonly used tasks for them to be automatically executed, when a specific trigger is activated. In case of email automation, the email campaigns are set up in a way that specific emails are automatically sent to the user when the user completes an action that is specified as a trigger. With the boolean operators such as AND, OR, and NOT, different combinations of the trigger conditions can be used for setting up complex email campaigns.
Email Automation is a boon for email marketers as repetitive email campaigns such as welcome emails, cart abandonment emails, anniversary emails can be automatically sent to the right person at the right time without any human intervention. Email automation is also great for sending email newsletters to your prospects during the lead nurturing stage.
Sending the right communication without human intervention is only one of the reasons that email marketers consider setting up automated email campaigns as an important part of their marketing strategy. Some of the other reasons why you should adopt email automation, especially Mailchimp automation as soon as possible are:
Relevance to Customers’ needs
As per the triggers mentioned in the automation workflow, a specific email is only sent when the user does (or doesn’t) perform a specific action. Assuming that your email copy is relevant to the trigger condition, your automation can be helpful in generating relevance to the communication you have with an individual subscriber.
In case of behavioral emails such as order placements, registrations, or cart abandonment, the emails demand certain actions from the subscribers. This way, your chances for subscriber engagement is quite high with mailchimp automation emails.
When your email newsletters provide the right information that helped them get a solution or provided timely assistance, your customers feel valued and begin anticipating your emails. Moreover, they are more likely to recommend you amongst their peers.
When someone receives an email in context to a specific action they took, it maintains the consistency of the communication. E.g. : When the subscriber abandons a cart and receives a cart abandonment email featuring the images of the products they left in the cart, they can make faster correlation and get back quicker.
Getting timely assistance can be the difference between a good and a bad user experience. As long as your mailchimp automated emails continue to provide value to the customers, they are bound to stick around.
When you have configured your emails to be the gentle push for your customers at certain crossroads, they will complete the specific tasks (such as updating customer profile) and this can contribute to the ROI as well as the lifetime value (LTV) of your customers.
The time needed to set up an email automation is the same in Mailchimp - whether you have a mailing list of 50 subscribers or 50,000 subscribers. So, using email automation, you can scale your email marketing campaigns on-the-fly without disturbing your running campaigns.
To make the most of your Mailchimp Automation,
In a joint study conducted by GetResponse and SmartInsights, they surveyed 585 marketers from a mix of B2B and B2C marketing models. As per their responses, the biggest marketing automation benefits can be divided into 6 sections:
- saving time (30%)
- lead generation (22%)
- higher revenue (17%)
- customer retention (11%)
- monitoring marketing campaigns (8%)
- shortening the sales cycle (2%)
Now that we are acquainted with the importance of email automation and have understood the benefits it brings to the marketing campaigns, it is time to put the knowledge into practice. Before we jump head first into setting up flawless Mailchimp Email Automations, it is important to have all the tools and prerequisites in place.