{"id":49095,"date":"2023-10-31T13:14:54","date_gmt":"2023-10-31T13:14:54","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=49095"},"modified":"2026-04-07T14:56:07","modified_gmt":"2026-04-07T14:56:07","slug":"email-marketing-automation-best-practices","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-best-practices\/","title":{"rendered":"Make No Mistake: Email Marketing Automation Best Practices"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The effectiveness of email marketing is unparalleled. According to <\/span><a href=\"https:\/\/www.statista.com\/statistics\/report-content\/statistic\/812060\"><span style=\"font-weight: 400;\">Statista<\/span><\/a><span style=\"font-weight: 400;\">, the global email marketing industry is projected to reach $17.9 billion by 2027. <\/span><span style=\"font-weight: 400;\">With this email marketing industry&#8217;s upward trajectory, it makes sense to continually optimize your <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing<\/a> through automation so you do more in less time.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketing automation best practices go beyond personalizing emails and optimizing send time, as you\u2019ll soon find out. In this blog post, I&#8217;ll walk you through 11 email marketing automation best practices you can implement today for better email marketing ROI.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-best-practices\/#What_Is_Email_Marketing_Automation\" >What Is Email Marketing Automation?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-best-practices\/#Email_Marketing_Automation_Best_Practices_You_Can_Implement_Today\" >Email Marketing Automation Best Practices You Can Implement Today<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Email_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><b>What Is Email Marketing Automation?<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketing automation is streamlining your email workflows using automation so that the right message gets to the right audience at the right time.&nbsp;<\/span><span style=\"font-weight: 400;\">It works based on your subscribers meeting certain conditions or taking specific actions that trigger an automated email response.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, when mapping out your <a href=\"https:\/\/www.engagebay.com\/blog\/email-automation\/\">email automation<\/a> strategy and drawing up the email content for your email workflow, your marketing team can set conditions that allow subscribers to get into a workflow automatically.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The condition can be \u201cclicking on the verification link,\u201d \u201copening previous emails,\u201d or even \u201cmaking a previous purchase.\u201d&nbsp;<\/span><span style=\"font-weight: 400;\">So, when subscribers meet the preset condition, they automatically get added to a workflow for timed drip campaigns that further nurture them.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using the conditions listed above, for example, when a customer meets the condition of purchasing from your eCommerce store, they become eligible to receive post-purchase follow-up emails like a <a href=\"https:\/\/www.engagebay.com\/blog\/thank-you-email\/\">\u2018thank you\u2019 email<\/a>, product recommendations, cross-sell options, or tips to use the purchased product effectively.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the <a href=\"https:\/\/www.engagebay.com\/blog\/types-of-email-marketing\/\">type of email campaign<\/a> and your marketing goals, the conditions may be single or a combination of multiple conditions.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another example is automating <a href=\"https:\/\/www.engagebay.com\/blog\/welcome-email\/\">welcome emails<\/a> to anyone subscribing to your email newsletter after visiting your business website.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key point, however, is nurturing potential or existing clients through targeted, hyper-personalized, and prescheduled emails based on triggers and conditions.&nbsp;<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; 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Here are 11 email marketing automation best practices for better marketing ROI.&nbsp;<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have your email workflow strategy planned out<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Map out a clear buyer journey and create content for each stage<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Integrate your email marketing automation software with a <a href=\"https:\/\/www.engagebay.com\/products\/crm\">CRM tool<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Combine static and automatic triggers in your email automation workflow<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyze your email performance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Map out your workflow goals<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Segment your leads well<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Work on the spam rate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focus on building rapport<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Personalize your emails<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ask for feedback<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Let\u2019s get a detailed look at each of these email marketing automation best practices.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>1. Have your email workflow strategy planned out<\/b><\/span><\/h3>\n<p><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Workflow-strategy-map-min.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-49099\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Workflow-strategy-map-min.png\" alt=\"Email marketing automation best practices: Using a workflow strategy map\" width=\"550\" height=\"414\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Workflow-strategy-map-min.png 718w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/10\/Workflow-strategy-map-min-300x226.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Emails allow you to interact directly with your audience, but they still come with twists, turns, and interruptions depending on your subscribers&#8217; actions.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By planning your <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-workflows\/\">workflows<\/a> ahead of time, you are better prepared to manage the actions your subscribers take and lead them through a predefined path, as you can see in the image above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You engage and nurture individual leads through a well-defined journey by creating a series of responses triggered by their actions or meeting predefined conditions.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you send a welcome email to 1,000 subscribers, 400 may open the email, while others won\u2019t.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this instance, for those who open the emails (the most engaged subscribers), you can set up an <a href=\"https:\/\/www.engagebay.com\/marketing\/email-sequences\">email sequence<\/a> that gives additional info about your services and how they can make the best of them.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, for the least engaged subscribers who don\u2019t open emails, you branch them to a different path to receive a different set of emails, e.g., <a href=\"https:\/\/www.engagebay.com\/blog\/re-engagement-emails\/\">re-engagement emails<\/a>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Planning your workflow strategy is the key to achieving this sophisticated workflow that caters to each client&#8217;s needs and unique journeys.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three main steps to take when planning a workflow strategy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Define your goals and identify your audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Design the visual flowchart<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Plan email content&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There should be something you have in mind when you set out to create an email workflow. Clearly defining the objectives and goals will help guide the strategy.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, design the <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-flowchart\/\">automation flowchart<\/a>. A visual flowchart, as the name implies, is a visual representation that illustrates the steps of a workflow.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a visual workflow, you can map out the sequence of events, triggers, and decision points in your email workflow. This way, you predict your subscriber&#8217;s twists and turns and plan an automated response to each.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> provides a visual editor that allows you to design your automated workflow. You can add a trigger event that will initiate the workflow and connect it to decision points or subsequent steps in the workflow. With this in place, it becomes easier to create your email content.&nbsp;<\/span><\/p>\n<figure id=\"attachment_36548\" aria-describedby=\"caption-attachment-36548\" style=\"width: 801px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-36548\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation.png\" alt=\"EngageBay workflow automation software\" width=\"801\" height=\"511\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation.png 1350w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation-300x192.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation-1024x654.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation-768x490.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/02\/EngageBay-workflow-automation-595xh.png 595w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><\/a><figcaption id=\"caption-attachment-36548\" class=\"wp-caption-text\"><em>EngageBay visual workflow builder<\/em><\/figcaption><\/figure>\n<h3><span style=\"color: #993300;\"><b>2. Map out a clear buyer&#8217;s journey and create content for each stage<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In today&#8217;s world, where customers are hit with bricks of information and have many choices, customers don&#8217;t purchase on a whim.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hence, it would help if you led your buyers through a path where they choose to do business with you, which is why one critical email marketing automation best practice is to align your email workflows with a clear buyer journey and create content for each stage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mapping out a clear buyer&#8217;s journey requires four stages: awareness stage, consideration stage, conversion stage, and purchase stage, and creating content tailored for each stage to move potential clients closer to a purchase decision.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Awareness stage<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">For someone to be subscribed to your mailing list, it means they&#8217;re aware of your brand. But that\u2019s not enough. You want to keep your brand on their radar so you come first to mind when they think of a solution to their problem. Getting them to see how your product or service solves their problems would be best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, suppose you are a <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-marketing-software-for-real-estate\/\">real estate agent<\/a>; at this stage, establish yourself as an authority by including informative content like local real estate trends, market reports, or tips on renovating a home.&nbsp;<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Consideration stage<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The consideration stage is the next stage when designing your <a href=\"https:\/\/www.engagebay.com\/blog\/customer-journeys-marketing-automation\/\">customer journey map<\/a>. In this stage, clients have moved beyond the initial awareness of your services and are actively evaluating their options, and your major goal here is to build trust.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuing with the real estate example, your leads are considering different properties and real estate agents at this stage. Content to include in your workflow includes virtual tours for home listings, guides that answer their questions, like &#8216;tips for first-time home buyers,&#8217; &#8216;what to look out for when purchasing a home,&#8217; and guides on financing options like mortgage rates (this is helpful for buyers who are considering their financial situation).<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Decision stage<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">During this stage, individuals have narrowed their options and are ready to choose. Your goal here is to guide them through the transaction and decision process. Email content to include at this stage includes client testimonials and success stories, clear explanations of the buying process and incentives such as <a href=\"https:\/\/www.engagebay.com\/blog\/discount-emails\/\">discounts or limited-time offers<\/a>, detailed property specifics, and physical confirmation.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Purchase stage<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your emails at this stage should focus on smoothly finalizing the transaction. Using the real estate scenario, email content to map out for this stage includes deal confirmation emails. The purchase stage also initiates post-purchase like thank you emails, feedback, or a testimonial request.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/customer-journeys-marketing-automation\/\">Read also: Understanding Customer Journeys in Marketing Automation<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>3. Integrate your email marketing automation software with a CRM tool<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Getting the best results from your email marketing automation efforts requires more than <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing software<\/a> alone. You need a combination of tools and software, and a CRM tool is one of them.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CRM software helps to streamline critical aspects of your email marketing automation efforts on a single platform: lead management, contact management, and <a href=\"https:\/\/www.engagebay.com\/blog\/customer-data-management\/\">data management<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To send highly personalized and relevant emails that resonate with your subscribers, you need data beyond what\u2019s obtainable on email marketing software alone.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Combining email marketing automation and a customer relationship management tool gives you a <a href=\"https:\/\/www.engagebay.com\/crm\/360-degree-customer-view\">360-degree view<\/a> of each lead and customer&#8217;s behavior (preferences, interaction across various teams, online behavior, previous purchases, and email engagement).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This helps you stay up-to-date with customer information and streamline your data management efforts.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this comprehensive insight into each lead, you can build more precise <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-segmentation\/\">email segments<\/a> and send hyper-personalized emails, resulting in Improved engagement and higher conversion rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, integrating email marketing and CRM tools enables you to manage leads better and follow up as they go through the <a href=\"https:\/\/www.engagebay.com\/blog\/sales-pipeline-vs-sales-funnel\/\">sales funnel<\/a>.<\/span><\/p>\n<figure id=\"attachment_35813\" aria-describedby=\"caption-attachment-35813\" style=\"width: 801px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/ezgif.com-gif-maker-16.gif\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-35813\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/ezgif.com-gif-maker-16.gif\" alt=\"EngageBay's web analytics software\" width=\"801\" height=\"398\"><\/a><figcaption id=\"caption-attachment-35813\" class=\"wp-caption-text\"><em>EngageBay&#8217;s web analytics<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">For example, through predictive lead scoring, you can see when a lead reaches a specific score set by your marketing team, and you can follow them up with an automated workflow. This way, you focus on high-value leads and guide them through the sales funnel.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">EngageBay <\/span><span style=\"font-weight: 400;\">email marketing software <\/span><span style=\"font-weight: 400;\">has an inbuilt CRM tool with extensive features such as <a href=\"https:\/\/www.engagebay.com\/crm\/predictive-lead-scoring\">predictive lead scoring<\/a>, contact management, web analytics, and milestone tracking that enable you to take your email marketing automation to another level at the price of one.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/\">Read also: Master Email Marketing Automation Strategy: Tips &amp; Examples<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>4. Combine static and automatic triggers in your email automation workflow<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Automatic triggers initiate a specific action or workflow within your campaign to respond directly to a user&#8217;s behavior in real-time. Static triggers provide consistency and predictability in email marketing campaigns by ensuring essential actions occur consistently based on predefined criteria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, when clients <a href=\"https:\/\/www.engagebay.com\/blog\/abandoned-cart-emails\/\">abandon a cart<\/a>, an automatic trigger reminds them to complete the transaction. Another example is when a contact registers for an event, an automatic trigger quickly sends them a confirmation email.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, static triggers automate actions that remain consistent unless manually adjusted, such as sending personalized messages to subscribers on special dates like birthdays or anniversaries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By combining the flexibility of automatic triggers and the predictability of static campaigns, you increase the versatility and effectiveness of your email marketing campaigns.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/trigger-email-marketing\/\">Read also: Trigger Email Marketing For Beginners [Examples, Tools]<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>5. Analyze your email performance<\/b><\/span><\/h3>\n<figure id=\"attachment_24204\" aria-describedby=\"caption-attachment-24204\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2020\/08\/sales-dashboard-screens.gif\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-24204\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2020\/08\/sales-dashboard-screens.gif\" alt=\"EngageBay sales dashboard\" width=\"800\" height=\"509\"><\/a><figcaption id=\"caption-attachment-24204\" class=\"wp-caption-text\"><em>EngageBay performance dashboard<\/em><\/figcaption><\/figure>\n<p><b>&nbsp;<\/b><span style=\"font-weight: 400;\">Trying to improve your email marketing automation efforts without analyzing data is like trying to cross a road with your eyes closed. Chances are excellent it would be a disaster.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three ways you can analyze your email marketing campaign performance:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Checking email campaign performance metrics on your <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">email marketing automation software<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email funnel conversion analysis<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Heatmap analysis<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When analyzing email campaign performance beyond open rates, check for other statistics that contribute directly to your email marketing ROI, like your conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to a report, the eCommerce industry&#8217;s average conversion rate is <\/span><a href=\"https:\/\/www.shopify.com\/ng\/blog\/ecommerce-conversion-rate#:~:text=Average%20ecommerce%20conversion%20rates%20are,this%20with%20conversion%20rate%20tactics.\"><span style=\"font-weight: 400;\">2.5 to 3%<\/span><\/a><span style=\"font-weight: 400;\">. If your conversion rate falls significantly below average, it could be due to some reasons, such as an unclear CTA or a CTA that doesn\u2019t align with the email content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By <a href=\"https:\/\/www.engagebay.com\/blog\/email-ab-testing\/\">A\/B testing your email campaigns<\/a>, you can diagnose the actual cause, see what works better, and implement it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond the email content itself, a poor conversion rate may result from a long or complex checkout system, so it\u2019s important to go beyond A\/B testing your email content alone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, many email marketers forget to conduct an <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-conversion-funnel-analysis\/\"><span style=\"font-weight: 400;\">email funnel conversion analysis<\/span><\/a><span style=\"font-weight: 400;\">. Carrying out an email funnel conversion analysis enables you to see where clients drop in your email sales funnel and the possible bottlenecks causing the drop-off; that way, you can optimize it for better results.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suppose you discover a significant drop between leads who enter the sales funnel and those who get to the next stage. In that case, you need to focus more energy on your lead generation efforts, i.e., getting more qualified leads rather than random leads.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, if prospects drop significantly between the awareness and consideration stage, you may need to further optimize your email content for that stage.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, you can get insight into the performance of your email marketing campaigns through <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-heatmap-analysis\/\"><span style=\"font-weight: 400;\">heatmap analysis<\/span><\/a><span style=\"font-weight: 400;\">. This way, you see the hottest (most clicked areas) and optimize your email.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-automation-software\/\">Read also: Email Automation Software: Top 6 Picks For Small Businesses<\/a><\/p>\n<h3><strong><span style=\"color: #993300;\">6. Map out your workflow goals<\/span><\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">No one sets out to design email workflows without having a goal to achieve in mind. That would be like punching the air: no headway will be made after all the energy dissipation.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To maximize email marketing automation, you need to have an outcome or desired action you want your recipients to take as they go through your <a href=\"https:\/\/www.engagebay.com\/blog\/workflow-automation-explained\/\">automated workflow<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Premeditate and think about your workflow goals. Do you want to convert more leads to buying customers? Do you aim to drive your email list to a website or social media page like YouTube? Do you want to <a href=\"https:\/\/www.engagebay.com\/blog\/onboarding-email-templates\/\">onboard clients<\/a>?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A clear-cut goal on what you want to achieve will guide you in creating an email sequence that will resonate with your email segment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your goal, for instance, is <a href=\"https:\/\/www.engagebay.com\/blog\/lead-funnels\/\">lead conversion<\/a>, when a website visitor downloads your marketing automation software guide for financial advisors from your website. The email workflow can look like this:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Email 1:<\/strong> Welcome email immediately after the lead fills in and submits the form on your website containing the guide.&nbsp;<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Emails 2-4:<\/strong>&nbsp;Informational emails showing relevant tips and best practices to scale a finance advisory business.&nbsp;<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Email 5:<\/strong> Introduce your product or tool that helps manage clients better.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Email 6:<\/strong> Special offer to incentive purchase.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When the goal of lead conversion is met, the client can be transitioned to a new workflow or email series that is more relevant to their new status as paying customers, like client onboarding or <a href=\"https:\/\/www.engagebay.com\/blog\/confirmation-email-examples\/\">order confirmation email<\/a>.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-workflows\/\">Read also: 20 Marketing Automation Workflows for Amazing Results<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>7. Segment your leads well<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Properly <a href=\"https:\/\/www.engagebay.com\/blog\/what-is-audience-segmentation\/\">segmenting<\/a> your email marketing list can significantly improve conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can segment customers based on several factors, like demographics, <a href=\"https:\/\/www.engagebay.com\/blog\/lead-scoring-guide\/\">lead score<\/a>, and stage in the sales funnel.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Demographics<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This includes age, gender, and company position. You can get this information from the data collected on your sign-up form. But be sure to avoid scaring leads off with too many questions. Ask the most important questions that help you to segment effectively.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you are a <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-for-financial-advisors\/\">financial advisor<\/a>, asking a lead for their company position will be more valuable than asking for their gender. In contrast, if you are a fashion retailer, gender will be more valuable.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Lead scoring<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Some <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing-crm\">email marketing automation software<\/a><\/span><span style=\"font-weight: 400;\"> enables you to segment your email list based on lead scores for more effective targeting. Your marketing team will identify lead scoring criteria relevant to your business and assign values to them based on their relevance.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, 5 points can be assigned to downloading a case study and 10 for attending a webinar. Leads are then segmented into groups (cold, warm, or hot) based on their scores and established score ranges. In this scenario, you can create re-engagement emails to cold leads and promo emails to hot leads.&nbsp;<\/span><\/p>\n<h4><span style=\"color: #666699;\"><b>Based on the stage in the sales funnel<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Leads at the top of your sales funnel should receive different emails from those at the bottom. Likewise, new subscribers and repeat customers should be in different email segments.<\/span><\/p>\n<figure id=\"attachment_48963\" aria-describedby=\"caption-attachment-48963\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-48963\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4.png\" alt=\"Sales funnel EngageBay\" width=\"800\" height=\"342\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4.png 1775w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4-300x128.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4-1024x438.png 1024w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4-768x328.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-4-1536x657.png 1536w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><figcaption id=\"caption-attachment-48963\" class=\"wp-caption-text\"><em>Sales funnel in EngageBay<\/em><\/figcaption><\/figure>\n<h3><span style=\"color: #993300;\"><b>8. Work on the spam rate<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An average person <a href=\"https:\/\/www.templafy.com\/blog\/how-many-emails-are-sent-every-day-top-email-statistics-your-business-needs-to-know\/#:~:text=How%20many%20emails%20does%20the,amount%20of%20emails%20organization%2Dwide.\">receives <\/a><\/span><span style=\"font-weight: 400;\">121<\/span><span style=\"font-weight: 400;\"> emails daily. The last thing you want is to email people who aren&#8217;t subscribed to your <a href=\"https:\/\/www.engagebay.com\/blog\/email-list-quality-email-deliverability\/\">email list<\/a> with unwanted emails that could land in the spam box, harming your email senders&#8217; reputation.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, when you place a call to someone multiple times, and the person doesn\u2019t pick up, do you keep calling or take a cue and stop calling?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, when you notice email subscribers who don&#8217;t open emails consistently and are not responsive to your email, stop sending emails to them.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The truth is that it is okay for people to lose interest in your brand. You&#8217;ve probably also lost interest in some brands that were your one-time favorite; maybe your needs changed, you found another alternative, or you no longer need that service.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remove such customers from your list after sending follow-up messages to no avail.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other practices that can lead to your mail being dropped in the spam box are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sending misleading <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-subject-lines\/\">subject lines<\/a> with a different message body deceives your recipients. This is against the law, according to the CAN-SPAM ACT.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Absence of the unsubscribe button on your email content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Non-mobile-friendly emails with too many attachments.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Also, optimize your send time. You want to send emails at a manageable pace and use responsive <a href=\"https:\/\/www.engagebay.com\/cold-email-templates\">email template designs<\/a> to optimize your emails for all screen sizes.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/complaint-rates-email-deliverability\/\">Read also: The Impact of Spam Complaint Rates on Email Deliverability<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>9. Focus on building rapport<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">After getting customers to subscribe to your emails, you don\u2019t want to lose them by being too salesy. It is more organic to <a href=\"https:\/\/www.engagebay.com\/blog\/lead-nurturing-campaigns\/\">nurture leads<\/a> over time and be on the giving end before asking for anything.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That way, the rapport and energy you have built over time can be more easily reciprocated.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your first sets of emails shouldn&#8217;t be to ask but to give and establish a relationship. Offer industry-relevant insight that answers their questions or solves your subscriber&#8217;s problems.&nbsp;<\/span><\/p>\n<h3><span style=\"color: #993300;\"><b>10. Personalize your emails<\/b><\/span><\/h3>\n<figure id=\"attachment_48962\" aria-describedby=\"caption-attachment-48962\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-48962\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png\" alt=\"Email marketing best practices: Personalization\" width=\"700\" height=\"609\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5.png 916w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5-300x261.png 300w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/01\/new-custom-dashboard-images-Google-Slides-5-768x668.png 768w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><figcaption id=\"caption-attachment-48962\" class=\"wp-caption-text\"><em>Email personalization in EngageBay<\/em><\/figcaption><\/figure>\n<p><span style=\"font-size: 16px; font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/blog\/email-sequence-personalization\/\">Personalized email campaigns<\/a> have better engagements than their non-personalized counterparts. Personalize subject lines.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, instead of saying: <\/span><span style=\"font-weight: 400;\">\u201cDear customer, healthy organic tips inside,&#8221; which seems distant, you can use: \u201cDear John, feel decades younger with these healthy organic tips.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second message feels more like home, and John will start to feel like this message was solely written for him, not a large audience. This should be the goal of your emails: hitting your customers&#8217; pain points in a personalized format.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond email subject lines, personalize senders and email content through dynamic content. Your readers are more predisposed to open a letter from &#8220;@Alex Cattoni via LinkedIn&#8221; than &#8220;@anynomous via LinkedIn.&#8221; The second sender gives a jarring and off vibe, so use brand names that are well-known to your customers.<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-personalization\/\">Read also: 5 eCommerce Email Personalization Strategies [+ Examples]<\/a><\/p>\n<h3><span style=\"color: #993300;\"><b>11. Ask for feedback<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">No one knows it all, so you can ask for feedback to sharpen your messages. In a bid to sound funny or build a connection, your message may come off as unprofessional. When you ask for feedback, they&#8217;ll see what you do not see, and it will help you put out better content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A trick to get customers to respond is by incentivizing such requests. You can offer a discount on their next order, free shipping, or anything else that works for you and excites your email subscribers to oblige your feedback request.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember that it works best to ask subscribers whom you have established a form of rapport with for feedback and not new subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aside from the fact that too many requests too soon can be a big turn-off for your leads, subscribers who have interacted longer with your brand will have more insights into your email communication and give more detailed feedback that can help you.&nbsp;<\/span><\/p>\n<p><a class=\"fasc-button fasc-size-medium fasc-type-flat fasc-rounded-medium ico-fa fasc-ico-before fa-arrow-circle-right\" style=\"background-color: #33809e; color: #ffffff;\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/www.engagebay.com\/blog\/email-automation\/\">Read also: Email Automation Basics, Tips, and Examples<\/a><\/p>\n<h3><span style=\"color: #339966;\"><b>Conclusion<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We have shared practical email marketing automation best practices you can readily implement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trying to implement all these at once may be overwhelming. Start with a few and try out the rest as you go on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To get the most from the tips in this blog post, you need an email marketing platform that combines email marketing automation and customer engagement. <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.engagebay.com\/\">EngageBay<\/a> offers an all-in-one CRM and <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">marketing automation platform<\/a>, so you don\u2019t do email marketing in a silo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All you have to do is <\/span><a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing-crm\"><span style=\"font-weight: 400;\">sign up here<\/span><\/a><span style=\"font-weight: 400;\">, and our team will guide you through the rest.&nbsp;<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The effectiveness of email marketing is unparalleled. According to Statista, the global email marketing industry is projected to reach $17.9 [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":49485,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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