{"id":50428,"date":"2023-11-21T13:38:21","date_gmt":"2023-11-21T13:38:21","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=50428"},"modified":"2026-04-01T07:42:16","modified_gmt":"2026-04-01T07:42:16","slug":"email-marketing-automation-strategy","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/","title":{"rendered":"Master Email Marketing Automation Strategy: Tips &#038; Examples"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">Building an opt-in email list from scratch is hard work! Even if your copy\u2019s good, you don\u2019t know if people are reading your emails or if Gmail and gang are shunting them to spam. It might be that they are not displaying correctly, or you\u2019re sending too many at once. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">It\u2019s like shooting in the dark and hoping you\u2019ll hit the bulls-eye. <\/span><span data-preserver-spaces=\"true\">With the right email marketing automation strategy, you can hit all your goals and then some. After all, it helps you aim with precision.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In this article, you&#8217;ll learn how to build one with the help of examples and pick up some best practices you can use right away.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Let&#8217;s get started.<\/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-strategy\/#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-strategy\/#How_Does_Email_Marketing_Automation_Work\" >How Does Email Marketing Automation Work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/#5_Benefits_of_Email_Marketing_Automation\" >5 Benefits of Email Marketing Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/#Develop_an_Email_Marketing_Automation_Strategy_That_Works_for_You\" >Develop an Email Marketing Automation Strategy That Works for You<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/#Types_and_Examples_of_Email_Marketing_Automation\" >Types and Examples of Email Marketing Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/#Best_Practices_for_Implementing_Email_Marketing_Automation\" >Best Practices for Implementing Email Marketing Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/email-marketing-automation-strategy\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Email_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><strong>What Is Email Marketing Automation?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">In a nutshell, <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">email marketing automation<\/a> lets you send emails to your list(s) without actually pressing the send button a million times. You&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/trigger-email-marketing\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">set up triggers<\/span><\/a><span data-preserver-spaces=\"true\"> or criteria for sending automated emails based on customer activity or scheduled events (webinar, for example), and the software will do the rest. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The best part? Email marketing automation tools learn about customer preferences and optimize when, what kind, and how many emails to send. Now, you can ditch \u2018spray and pray\u2019 email campaigns for good.&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_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_Does_Email_Marketing_Automation_Work\"><\/span><span style=\"color: #339966;\"><strong>How Does Email Marketing Automation Work?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a style=\"font-size: 16px; font-weight: bold; text-align: center; background-color: #ffffff;\" href=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow.png\"><img decoding=\"async\" class=\"size-full wp-image-48009\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow.png\" alt=\"abandoned cart recovery marketing automation flowchart\" width=\"1355\" height=\"2053\" srcset=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow.png 1355w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow-198x300.png 198w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow-676x1024.png 676w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow-768x1164.png 768w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow-1014x1536.png 1014w, https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/09\/abandoned-cart-recovery-workflow-1352x2048.png 1352w\" sizes=\"(max-width: 1355px) 100vw, 1355px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>Abandoned cart recovery marketing automation flowchart<\/em><\/p>\n<p>Email marketing automation sends emails in response to specific customer actions or pre-defined workflows. There are three key elements in an email marketing workflow, as explained below.<\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Trigger<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">An event, date, or time when an email is to be sent. An event could be email newsletter sign-ups, downloads of <a href=\"https:\/\/www.engagebay.com\/blog\/lead-magnets-why-you-need-them\/\">lead magnet<\/a>, filling out a contact form, cart abandonment, etc. Similarly, if you know a customer\u2019s birthday is coming up based on CRM records, you can set up <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/automated-emails\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">automated birthday emails<\/span><\/a><span data-preserver-spaces=\"true\">. You can change the triggers at any time.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Email list<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">You&#8217;ll need a list of contacts to send emails to. These contacts could include existing customers or new accounts\/leads, based on the type of campaign you\u2019re doing. For example, referral emails, appointment reminders, etc.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Message<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">This is the \u2018what\u2019, \u2018why\u2019, and \u2018how to\u2019 of your offer. The subject line, copy, and CTA should be clear and concise. You can set up one email or an entire sequence based on your marketing goals. For example, a single welcome email versus a <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/onboarding-email-templates\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">complete onboarding sequence<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;introducing your product to customers.&nbsp;&nbsp;<\/span><\/p>\n<p>The key is to tie these elements together with a cohesive email marketing automation strategy.<\/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-vs-marketing-automation\/\">Read also: Email Marketing vs Marketing Automation: A Marketer\u2019s Guide<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Benefits_of_Email_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><strong>5 Benefits of Email Marketing Automation<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Email marketing automation can increase the reach of your email campaigns and the productivity of your marketing team in a few seconds.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Scale campaigns<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">For most marketing teams, there\u2019s never enough time &#8211; between segmenting lists, A\/B testing messages, and email seed testing &#8211; to pay attention to the actual message. It\u2019s not like you can skip any of these tasks. Email automation&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing-crm\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">takes away a huge chunk<\/span><\/a><span data-preserver-spaces=\"true\"> of the grunt work involved in building and scheduling email campaigns. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This means your team can better focus on optimizing copy, design, send times, and frequency for&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/email-deliverability\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">maximum deliverability<\/span><\/a><span data-preserver-spaces=\"true\">. With the right email marketing automation strategy, you can rapidly build and scale your campaigns.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Improve deliverability<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Blasting emails to your entire list in one go can cause an avalanche of spam reports. Email service providers cap the number of emails a domain can send each day. If you hit the limit, your email deliverability will be impacted. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Email marketing automation tools analyze the average open rates, CTR, reply rates, unsubscribe rates, and spam reports to identify the best send times and frequency. <\/span><span style=\"font-size: 16px;\" data-preserver-spaces=\"true\">They also come with built-in&nbsp;<\/span><a class=\"editor-rtfLink\" style=\"font-size: 16px; background-color: #ffffff;\" href=\"https:\/\/www.engagebay.com\/blog\/email-authentication\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">email authentication features<\/span><\/a><span style=\"font-size: 16px;\" data-preserver-spaces=\"true\">, helping you beat spam checkers.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Deliver personalized content<\/span><\/strong><\/h3>\n<p><a class=\"editor-rtfLink\" href=\"https:\/\/www.insiderintelligence.com\/insights\/email-marketing-personalization-trends\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">65% of marketers<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;say personalizing email marketing is a top priority. However, it\u2019s not just about using the reader\u2019s name. Emails that get the best engagement touch upon customer pain points and build on any previous interactions they may have had. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Email marketing automation personalizes messaging based on funnel stage, page views, purchase history, ICPs, and other data, driving engagement and sales. It syncs with CRM, Google Analytics, and other tools based on your email marketing automation strategies to do this.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Reduce costs<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">If you\u2019re a startup, you\u2019ll find email marketing automation much cheaper than hiring a full-time employee at about&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.glassdoor.com\/Salaries\/email-marketer-salary-SRCH_KO0,14.htm#:~:text=%2458K&amp;text=The%20estimated%20total%20pay%20for,salaries%20collected%20from%20our%20users.\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">$76,000<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;a year. EngageBay offers free emails along with landing pages, web forms, and <a href=\"https:\/\/www.engagebay.com\/email-templates\">templates<\/a>. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This means cost or team size is no longer a barrier when it comes to&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/types-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">running email campaigns for different<\/span><\/a><span data-preserver-spaces=\"true\"> target audiences or customer groups- provided you use the right email marketing automation strategy, which we will get to in the next section.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">5. Increase revenues<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Email marketing automation can be used to guide customers through their journey through targeted offers at key decision points. It can help overcome nagging problems like cart abandonment and <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/upselling-techniques\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">drive cross-sell and up-sell<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;opportunities. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The key is segmentation using engagement data and analytics.<\/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-welcome-emails\/\">Read also: eCommerce Welcome Emails: Dazzle, Delight, Convert [Examples &amp; Templates]<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Develop_an_Email_Marketing_Automation_Strategy_That_Works_for_You\"><\/span><span style=\"color: #339966;\"><strong>Develop an Email Marketing Automation Strategy That Works for You<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Before you buy an email marketing tool, you need a plan for where and how to use it. In this section, we&#8217;ll look at the basics of creating your very own email marketing automation strategy.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Identify goals and KPI<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Do you want to nurture high-value prospects, <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-abandoned-cart-email\/#:~:text=If%20a%20recipient%20doesn't,chance%20of%20recovering%20lost%20sales.\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">recover abandoned carts<\/span><\/a><span data-preserver-spaces=\"true\">, or upsell to existing customers using email automation? Breaking down your goals for the campaign into specific outcomes helps you&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/marketing-metrics\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">identify what metrics and KPIs<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;to track. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example, if your goal is to increase sales, the metrics to focus on could be conversion rate or average order value. <\/span><span data-preserver-spaces=\"true\">The pertinent KPIs would be open rate to revenue, sales per click, etc. Benchmark your KPIs against the industry average to assess your actual performance.&nbsp;<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Identify the target audience<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\"> Next, it&#8217;s time to define who to target. Based on your funnel stages, you can include active and inactive contacts or leads. For example, first-time visitors versus cart abandons. You can segment them further based on demographics, purchase history, and email engagement metrics such as opens, CTR, etc. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This should help you <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/black-friday-marketing-emails\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">send specific offers<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;for different segments.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>3. Personalized offer and CTA<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Ensure that the message and CTA are closely aligned with the main offer of the campaign. It must be clear and concise so that readers know exactly what you want them to do. To do this, use the segmentation and analytics data you\u2019ve collected to&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/omnichannel-customer-journey\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">map your customer journeys<\/span><\/a><span data-preserver-spaces=\"true\">. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For example, differentiate discounts as \u2018first-timer\u2019 discounts (awareness stage), time-based discounts (consideration stage), and upgrade to VIP (post-purchase stage).<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Develop effective landing pages<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">OK, so your CTA and copy worked. The subscriber clicked on your email. What\u2019s next? The landing page you send them to must provide continuity and build on the offer with additional pricing and T&amp;C details. For this to happen, it should have the same design and branding as the email. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If you&#8217;re using an email sequence, you can have <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/resources\/landing-pages-best-practices\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">more than one landing page<\/span><\/a><span data-preserver-spaces=\"true\"> that talks about the unique selling points individually and, finally, puts out the offer. It&#8217;s not an easy task by any means. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This is where <a href=\"https:\/\/www.engagebay.com\/marketing\/landing-pages\">landing page builders<\/a> come in handy. EngageBay lets you not only create landing pages with multiple offers but also A\/B test them.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">5. A\/B test and tracking<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">The typical email has multiple elements &#8211; <a href=\"https:\/\/www.engagebay.com\/blog\/best-email-subject-lines\/\">subject line<\/a>, body copy, and CTA. Each element can impact the performance of your campaign. For example, a subject line with financial terms can get sent to spam. To avoid this, <\/span><span data-preserver-spaces=\"true\">test some variations<\/span><span data-preserver-spaces=\"true\">&nbsp;with and without those words or phrases. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Compare the results and optimize. Also, you need to ensure that people who don\u2019t fit your ICPs are not shown every offer. For this, <a href=\"https:\/\/www.engagebay.com\/utm-builder\">UTM codes<\/a> and web analytics can be used as a gatekeeper.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">6. Reports and analytics<\/span><\/strong><\/h3>\n<figure id=\"attachment_50430\" aria-describedby=\"caption-attachment-50430\" style=\"width: 1354px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-50430 size-full\" src=\"https:\/\/www.engagebay.com\/blog\/wp-content\/uploads\/2023\/11\/create_report_in_marketing.gif\" alt=\"EngageBay reports \" width=\"1354\" height=\"592\"><figcaption id=\"caption-attachment-50430\" class=\"wp-caption-text\"><em><a href=\"https:\/\/help.engagebay.com\/articles\/what-kind-of-reports-can-i-generate\">Source<\/a><\/em><\/figcaption><\/figure>\n<p><span data-preserver-spaces=\"true\">Email marketing campaigns can fluctuate over time in terms of performance. If you see low open rates or CTR, you can use reporting tools to trace the root cause back to your email elements, tracking rules, or authentication protocols. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Real-time reporting is critical as you try out new visual and copy elements to keep users engaged across the buyer journey.<\/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-best-practices\/\">Read also: Make No Mistake: Email Marketing Automation Best Practices<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Types_and_Examples_of_Email_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><strong>Types and Examples of Email Marketing Automation<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Now that you know what goes into an email marketing automation strategy, here are some key use cases for inspiration.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Welcome emails<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">As soon as a customer makes a purchase or signs up to your list, send them a triggered welcome email. Believe it or not,&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.omnisend.com\/blog\/best-welcome-emails\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">74% of customers<\/span><\/a><span data-preserver-spaces=\"true\"> expect to get one from you. The fact is that welcome emails are more likely to be opened than other emails, and their&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.invespcro.com\/blog\/welcome-emails\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">potential for revenue generation<\/span><\/a><span data-preserver-spaces=\"true\">&nbsp;is substantial. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The welcome email should introduce your team or the values and vision behind the things you do on a day-to-day basis. Better still, you can create a 3-part welcome email sequence to do this in bite-sized bits.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Here\u2019s a sample <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-welcome-emails\/\">welcome email<\/a> flow you can try out.<\/span><\/p>\n<h4><span style=\"color: #666699;\"><strong>Email 1<\/strong><\/span><\/h4>\n<p><span data-preserver-spaces=\"true\">Start with a quick hello, introduce the brand, share links to FAQs, blog articles, etc. Don\u2019t forget to add a \u2018Contact Us\u2019 button for them to reply.<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Email 2<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\"> Give them a \u2018behind-the-scenes\u2019 peek at your production process and tell them what makes it different. Don&#8217;t segue into an offer yet.<\/span><\/p>\n<h4><strong><span style=\"color: #666699;\" data-preserver-spaces=\"true\">Email 3<\/span><\/strong><\/h4>\n<p><span data-preserver-spaces=\"true\">Close the <a href=\"https:\/\/www.engagebay.com\/marketing\/email-sequences\">email sequence<\/a> with a quick recap of your products, and unique selling points and slip in an introductory 10% off discount.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>2. Abandoned cart emails<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Customers may have second thoughts about buying a product online if they aren&#8217;t sure about shipping costs or if the checkout page is too complicated. Thankfully, you can set up an automated email flow to recover abandoned sales. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Abandoned cart emails remind customers about the items in their cart, and inform them when you&#8217;ve introduced a new product in the same or related category. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Use UTM codes and tools like Google Analytics to track user activity and retarget only users with abandoned carts. EngageBay offers advanced <a href=\"https:\/\/www.engagebay.com\/cold-email-template\/cart-abandoment-templates\">cart recovery workflows<\/a> you can deploy in minutes.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Onboarding emails<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Automated <a href=\"https:\/\/www.engagebay.com\/blog\/onboarding-email-templates\/\">onboarding email<\/a> flows continue engaging where your welcome email left off. You can use them to walk customers through product categories, features, and user guides. This is especially critical for <a href=\"https:\/\/www.engagebay.com\/blog\/b2b-marketing-automation\/\">B2B marketing automation<\/a>, subscription-based businesses, and loyalty programs, where members need to track their orders, points (rewards), upgrades, etc.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Upsell emails<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Want to convert free trials into paid memberships? Automated \u2018drip\u2019 campaigns can be the perfect way to show users how they can get more value out of it. An upgrade offer at the end of an onboarding flow isn\u2019t half as salesy as a year-end discount. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">However, you may need to try a few different offers to see what works. EngageBay\u2019s A\/B testing lets you churn out compelling upsell offers consistently.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">5. Birthday emails<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Who doesn\u2019t like birthday specials? A promo code or coupon and a personalized greeting can make you a customer for life. You must keep their time zone in mind when setting up the automation though. You don\u2019t want the email to arrive too late in the day or the next morning! <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">EngageBay&#8217;s email broadcast tool makes sure your<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/marketing\/email-broadcast\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">&nbsp;messages arrive on time<\/span><\/a>&nbsp;<span data-preserver-spaces=\"true\">&#8211; always.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">6. Re-engagement emails<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\"> If existing customers go cold on you after a while, you can use automated &#8216;come back&#8217; flows. All you need to do is <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-email-segmentation\/\"><span data-preserver-spaces=\"true\">segment inactive subscribers<\/span><\/a><span data-preserver-spaces=\"true\"> who haven&#8217;t opened or clicked in the last 60 days, and the email tool will do the rest. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You can send two different offers based on whether or not they have purchased in the past. No engagement is a clear sign that they&#8217;ve moved on, and it&#8217;s best you do, too. In other words, <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/sunsetting-policy-email-deliverability\/#:~:text=Email%20sunsetting%20lets%20disengaged%20subscribers,'%2C%20you%20stop%20emailing%20them.\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">sunset them<\/span><\/a><span data-preserver-spaces=\"true\">.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">7. Renewal reminders<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">With automated renewal reminders, you avoid losing out on revenue while customers can get on with their lives. Set the <a href=\"https:\/\/www.engagebay.com\/blog\/trigger-email-marketing\/\">email trigger<\/a> for at least 14 days before the renewal date. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Better yet, to be on the safe side, set up a three-email sequence to run every few days leading up to D-day.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">8. Order confirmation and shipping updates<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">If you\u2019re strategic with these emails, you can use them to generate sales. For example, show dynamic product recommendations with an \u2018order now\u2019 button &#8211; placed prominently just above the footer. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Email marketing tools like <a href=\"https:\/\/www.engagebay.com\/marketing\/email-marketing\">EngageBay<\/a> allow you to add custom email elements.<\/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<h2><span class=\"ez-toc-section\" id=\"Best_Practices_for_Implementing_Email_Marketing_Automation\"><\/span><span style=\"color: #339966;\"><strong>Best Practices for Implementing Email Marketing Automation<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Email marketing automation can deliver scale and accuracy. However, don\u2019t overlook the following factors.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>1. Use a simple opt-in form<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Make sure you include no more than 3-4 fields on your <a href=\"https:\/\/www.engagebay.com\/marketing\/web-forms\">opt-in form<\/a>. These fields should only ask for information you can use for personalization. If you ask for too many details, you might annoy users, and they might back out.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">2. Set performance benchmarks<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Use the historical performance data to benchmark performance. It will help you identify patterns and understand the reasons for improvements or declines. Based on these insights, you can predict if a campaign will meet <a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-kpis\/\">KPIs<\/a> and make changes accordingly. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">EngageBay offers custom reports and analytics where you can compare historical data with current performance and optimize your sales strategy.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">3. Set up a performance monitoring workflow<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Most <a href=\"https:\/\/www.engagebay.com\/marketing\/marketing-automation\">email marketing automation tools<\/a> can track multiple campaigns and compile reports automatically. However, you need to define the right reporting cadence &#8211; be it weekly, monthly, or campaign-to-campaign. Secondly, <\/span><span data-preserver-spaces=\"true\">select the right KPIs<\/span><span data-preserver-spaces=\"true\">&nbsp;so that the data is not overwhelming. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The KPIs you choose must directly impact business performance. This helps you provide timely strategic input to management and get their buy-in on process improvement. However, if you use multiple <a href=\"https:\/\/www.engagebay.com\/blog\/10-free-marketing-tools\/\">marketing tools<\/a>, consider integrating them into a seamless workflow.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">4. Strategic discounts through segmentation<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">Don\u2019t give discounts freely to everybody on your list- the returns won\u2019t be worth it. Instead, segment the list based on engagement and purchase history into three categories \u2013 let\u2019s call them engaged, somewhat engaged, and disengaged. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Engaged people who have bought from you before or at least opened your emails should get the biggest discounts. The other two categories need more nurturing before you can offer them any <a href=\"https:\/\/www.engagebay.com\/blog\/discount-emails\/\">discounts<\/a>.<\/span><\/p>\n<h3><strong><span style=\"color: #993300;\" data-preserver-spaces=\"true\">5. Automate one campaign at a time<\/span><\/strong><\/h3>\n<p><span data-preserver-spaces=\"true\">It can be tempting to go all-in on automation. After all, you want to get the most out of your investment. However, start slow and scale up gradually. This can help identify potential bottlenecks and shorten the learning curve for your team. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Imagine having to recall emails or apologizing to customers for freak errors after the emails have gone out. This also has implications for email deliverability and sender reputation. In any case, use&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.engagebay.com\/blog\/email-seed-testing\/#:~:text=Email%20seed%20listing%20is%20a,for%20your%20email%20campaigns%20today.\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">email seed testing<\/span><\/a><span data-preserver-spaces=\"true\"> to iron out any display, copy, or authentication kinks before sending emails.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>6. Don\u2019t set too many automation triggers<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">If you use too many triggers, you risk sending multiple emails daily. The result: a glut of unsubscribes and bad reviews. Make sure you double-check the send frequency when setting up automation flows. This is especially critical if you run multiple email campaigns each day. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The key is to stick to 5 or 6 touch points, from first contact to post-purchase. Add automation triggers only after you\u2019ve mapped the customer journey.<\/span><\/p>\n<h3><span style=\"color: #993300;\"><strong>7. Keep customer preferences front and center<\/strong><\/span><\/h3>\n<p><span data-preserver-spaces=\"true\">Remember to allow customers to opt-out or control the number of emails they receive. That means the update preferences center should be visible across devices or email clients and let subscribers choose what emails they want to receive. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Analyze the data so you can identify and adjust email send frequency and content accordingly.<\/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-101\/\">Read also: Marketing Automation 101 For The Beginner [With Examples]<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><strong>Conclusion<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-preserver-spaces=\"true\">Most brands can do a lot more with email marketing automation than they currently are. The truth is that every business is different, and a cookie-cutter approach doesn\u2019t work. Now that you\u2019ve learned how to build automation into your email workflow, why not check out <a href=\"https:\/\/www.engagebay.com\/email-templates\">EngageBay\u2019s email templates<\/a> and A\/B testing features? <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Many of our customers have been using it to crush their marketing goals, and so can you.<\/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>Building an opt-in email list from scratch is hard work! 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