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Good Automation, Bad Automation…What’s the Difference?

Written by Anna Milward on November 10, 2015

Unless you’ve been hiding under a rock for the last five years you will have heard of email automation. Email automation is the process of setting up marketing emails to send on automatic triggers whenever a new subscriber signs up or an existing one performs a certain action.

If you look around you’ll find that opinions on email automation vary greatly. For some it’s the perfect set and forget marketing technique and the busy marketer’s best friend. Others equate email automation to stalking and complain about machines taking over even more of our communication and personal interaction.

The truth is, both sides of the argument are true, which means that email automation is something that needs to be approached carefully. Too much personalisation and too many automated emails and you may start to creep your subscribers out and irritate them.

This doesn’t mean that you shouldn’t use email automation. Used well, email automation can be a great way to nurture your subscribers down the path to becoming regular loyal customers, and unlike your employees, it works 24 hours a day, seven days a week. This make it particularly well suited to businesses that have an international market with subscribers in different time zones.

The main thing to remember about email automation is that it shouldn’t completely replace human contact. While it’s fine to use automated emails to engage your subscribers and communicate with them some of the time, you should still make the effort to balance it out with more humanised content so your audience know that there is a real person on the other end of the message.

What does good marketing automation look like?

Here are a few suggestions to keep in mind when you’re creating your next marketing automation campaign.

  • Segment your list. Avoid sending the same email to every single subscriber. The best email campaigns are tailored to different groups of subscribers and automated campaigns are no different.
  • Personalise your emails. Even though they are being sent by a machine, there’s no reason not to personalise your emails. Even something as simple as using your recipient’s name in the To field can create a connection and increase your open rate.
  • Include a call to action on every email. A call to action tells the reader what you want them to do next. You might want them to click on a link, visit your website to find out more about a product or service, or even make a purchase directly.
  • Use a conversational tone in your email content. Address your recipient as ‘you.’ This can help you build relationships with your subscribers.
  • Use a personal sender address. This helps create the impression that the email is from a real person and not a robot.

Used well, email automation can be a highly productive way to build relationships with your subscribers without having to spend all your time on marketing.

A reputable email service provider like Sendloop can help make your email automation a breeze and make sure you get the best possible results from your email marketing campaign.

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