Benefits of email automation

Benefits of email automation -

1. It's automatic and doesn’t require intervention-

One of the biggest benefits of an email workflow is that it works its magic all on its own. After they're set up, you can choose a specific criteria to trigger the workflows and off they go. 

You don't need someone to click send. You can rely on the email automation to work 24/7.

2. Nurtures leads to make them more receptive-

Some businesses get their sales team to contact new leads immediately before they go cold. However, it might be that these leads aren’t quite ready to be contacted by a salesperson yet.  

Just because a contact has downloaded a free how-to guide from your website, it doesn't mean they want to talk to your sales team. Email workflows nurture your leads by following up their interest with helpful information and resources. If these emails are relevant and engaging, the contact will learn more about your business and be more receptive when they’re approached by your sales team further down the line.

3. Benefit your sales team-

As email workflows are designed to nurture potential customers, this is a huge win for your sales team too. They can see what emails and content the lead has engaged with so there's a higher chance they'll be interested in what your business has to offer. 

Some email workflow tools, like HubSpot, will send internal emails to employees if and when an email recipient makes a specific action. For example, if a person has completed a free demo form, it would suggest they’re ready to be approached by a member of your sales team. Then your workflow can automatically send an email so they know it's time to pick up the phone.

4. Relevant to the email recipient-

When you start planning your email workflows, you can make sure they’re completely relevant to the recipient.  There’s nothing more annoying than several emails from a company that aren’t tailored to you. They’re irrelevant, unhelpful and clogging up your inbox. 

Most people will unsubscribe or send your emails straight to their spam folder. Your email workflows will entice more people if they’re relevant to the person reading them. 

5. Increases brand awareness-

When automation does the heavy-lifting the results are more consistent and professional-looking. In short, email automation makes businesses appear better organised and more responsive. When the email contact receives helpful and relevant emails from your workflow at the right time, they’ll naturally have a greater awareness and understanding of your business.  So when it's time for a salesperson to contact them, they’ll know exactly who and what your business is and they is automatically sent in personalised email workflows, it’ll have personalisation tokens that are filled with the contact's information. 

Instead of saying, 'Hi, there,' the email will instead say, 'Hi, Bill.'  Some email workflow tools can also add other personal information like location, the company they work for and much more. Getting personal in email automation adds a further layer of relationship strengthening between a prospect and your business. Personalisation is being used more and more to engage with contacts and it's incredibly beneficial in relation to inbound marketing. Adding a personal touch can also increase the open rates and click-throughs of your emails.

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