Marketing your business is a never-ending task that tends to get pushed to the backburner despite how important it is to growing your business. With so much for an entrepreneur to fit into a day, it’s hard to add blog writing, social media management, and email campaigns on top of it.
Luckily, there’s an answer to this conundrum: email automation. You can create messages when it works best for you and schedule them to send all on their own. It’s the digital marketing version of, “set it and forget it!”
Even with a schedule that’s bursting at the seams, email automation is worth your attention for many reasons, including the ones listed below.
More Qualified Leads
Half of all leads are qualified, but they’re not ready to buy. So instead of leaving them to get stagnant in your contacts folder (or worse, picked up by a competitor) sending a regular flow of emails with valuable content will get you 50 percent more sales-ready leads at 33 percent lower cost. If that doesn’t make it all worthwhile, nothing else will.
Bear in mind that those sales will also be bigger: nurtured leads make 47 percent larger purchases than non-nurtured leads.
All of that’s not even the best part, which is how little effort it takes to automate emails compared to almost any other marketing activities.
Minimal Time Investment
To start automating emails, you have a few options. You can create a basic flow of several emails that each address leads in every stage of the buying cycle, make a never-ending chain of emails that educate leads with valuable information, or simply create thank you emails that automatically send when a lead downloads one of your content offers.
Whatever you decide, your next steps are where you’ll spend the most time on this project, and they include:
- Writing your email content
- Inputting that content into an email template
- Scheduling them to send at regular intervals of your choosing
Setting up the initial campaign is what takes the most time. But after that, you only have to put together another email here and there to keep the flow going, making it very cost effective time-wise.
Minimal Money Investment
Email automation is also cost-effective marketing in the more traditional sense. For every dollar spent, $44.25 is the average return on an investment in email marketing. Considering how little you have to invest, that’s a healthy gain.
The only area where you might need to spend money is on an email service, like Constant Contact. But some providers like MailChimp offer a free version, which will let you send 12,000 emails to up to 2,000 subscribers. With these options, you won’t have to spend much-or any-money to get an impressive ROI.
This is another area where email really does beat out social media as a marketing tool. Email allows you to automatically include all kinds of information that will make an message more relevant to a reader, like first name, location, or company name.
But basic personalization is only one way you can tailor your emails. Segmenting your messages into different categories with different content allows recipients to receive highly customized content that’s even more likely to inspire conversions.
Marketing your business doesn’t have to be an all-consuming activity. With email automation, you can create content with a little time, almost no money, and speak directly to your leads with information that guides them down the sales funnel. By using this technique, you’ll see more leads eventually become sales and ultimately more growth in your company.
About the Author: Jeff Reinstein is the Chief Executive Office of Premier Business Centers. He has helped the company grow from 9 center locations to more than 70 since he first joined the team in 2002.