Sales Email Automation - The New-age Tool to Smoothen the Email Campaigns
February 2nd 2022
Sales Best Practices
sales email automation
Similar to the changes seen during the pandemic, emails are a permanent engagement channel. 89% of sales teams and marketers still use email as a primary channel for lead generation. It is also reported to be six times more effective than tweeting. Sales email automation continues to make your teams smarter and ensure your interactions and connections with prospects are informed by data.

Manual emails may not realize the full potential of your strategy, as it may be challenging to follow up when your prospects are most active. Sales email automation simplifies email distribution and sales outreach processes to ensure you never miss out on an opportunity. Let's understand this in detail.

Table of Contents

  1. What is email automation?
  2. Why email automation?
  3. Sales email automation
  4. Types of email automation campaigns
  5. How to make sales email automation more effective?
  6. Never miss an opportunity now!

What is Email Automation?

Email automation is the process of automatically sending emails to prospects, tracking engagement, and personalizing the content for each recipient. It ensures timely interactions with the right messages for prospects to ultimately get converted into customers or get a qualified meeting. You can automatically personalize the email messages based on data such as purchasing history. You can track opens, link clicks, and other engagement metrics to retarget such prospects. Email automation in sales provides a data-driven approach to your sales outreach. The benefits of email automation are many; let's understand them one by one.

Why Email Automation?

Sales emails can simplify capturing opportunities, and automation can ensure you never miss out on an opportunity. Email automation in sales provides benefits beyond manual emails. Here's why email automation is essential in sales:

  • Scale Sales Outreach

  • Create and schedule campaigns for individual prospects at once with email automation. You can create triggers for sales sequences at the pipeline level for different stages. Scheduling follow-ups can ensure your prospects don't go cold. You have complete control over the emails, automation, and sequences. You can scale the sales outreach to reach more prospects with minimum effort.

  • Personalize Experience

  • 91% of customers are reported to trust organizations that provide individualized recommendations and offers. Personalization can help you grow relationships with prospects by providing relevant information. It can help you provide individual attention to your prospects through emails. Automating personalized emails can help you create a positive experience for your prospects.

  • Improve Retention Rate

  • Email automation allows you to schedule messages in advance for different situations. It ensures your customers never go without hearing from you. Keeping existing customers is more cost-effective than converting new ones. Automated emails can help you provide timely reminders for renewals.

  • Identify Effective Touchpoints

  • Automated emails can help you measure the effectiveness of the touchpoints in your workflows. The response rates of your email sequences can help you identify the best-performing messages. You can understand what's working for your prospects and improve the email sequencing.

  • Increase Efficiency

  • Automating email sequences eliminates the tedious task of writing manual emails for sales outreach. You can hyper-target new prospects using existing templates, email sequences, and tracking responses. It helps your sales reps to concentrate on more valuable tasks like building relationships. Sales reps can eliminate regular emails from their list of tasks and activities.

  • Build a Sales Outreach Playbook

  • Email automation tools help you identify the most suitable time to reach prospects. You can even associate patterns among prospects who interact with you. It helps you review, revise, and refine your sales outreach playbook with optimized resources, communications, and the right target audience.

Sales Email Automation

B2B sales cycles are long and require nurturing and following up with prospects and customers. Sales email automation helps you scale the effectiveness of email sequences by eliminating routine manual tasks. Since email is among the most personalized way of communication, it is an essential part of B2B sales outreach. You can use different types of sales email automation while email sequencing. Let's understand them one by one.

Types of Email Automation Campaigns

There are various types of email campaigns within sales email automation. Based on the goal, target audience, and other such aspects, the different types of email automation campaigns include:

  • Cold Outreach Email Campaigns

  • Cold email campaigns are designed for targeted prospects who have never been contacted. Subject lines primarily attract such prospects to open the email. Among the crowded inbox of cold prospects standing out and getting noticed makes all the difference. Effective cold email campaigns focus on the target audience's challenges and provide a solution to overcome them. Email sequencing can help you scale your outreach based on the target audience. You can have separate email campaigns based on the different segments targeted.

  • Transactional Email Campaigns

  • Transactional emails reach out to prospects when they visit and take action on your website. They could sign up for a free trial, download a resource such as e-books, fill out forms, or interact with you through a social media channel. The emails sent to confirm and verify their actions to qualify such prospects. They work as a reminder of the actions and activities. You can improve engagement and satisfaction through such email campaigns.

  • Prospecting Email Campaigns

  • The primary focus of prospecting email campaigns is to get meetings booked. They are sent to prospects who are aware of your product or service or have interacted with you in the past. The targeted prospects are aware of your organization. Even though prospecting emails may sound similar to could email, they aren't. Such campaigns increase the scope of building connections with prospective customers. It increases brand recognition and builds credibility for your business.

  • Drip Campaigns

  • Drip campaigns are automated email sequences sent based on specific timelines or user activities. They ensure you continue staying in touch with your targeted prospects. Email sequencing queues and sends pre-written emails without any manual action. For example, you can automatically send a "welcome email" when a prospect signs up for your product or service. Two days later, you can share relevant content that can help understand the benefits and use cases of your product or service. A drip campaign uses triggers and defined user segments to send relevant information at the right time.

How to Make Sales Email Automation More Effective?

By now, you know that sales email automation streamlines, automates, and monitors routine tasks for sales teams. And effective sales email automation software will simplify how your sales reps close more deals. Here are some ways to make your email automation tools more effective:

  • Lead Scoring & Qualifying

  • Lead scoring is an automated strategy that analyzes interactions from prospects to optimize the qualification process. To qualify prospects, you can use different data types and compare them to your ideal customer profile. When prospects qualify for lead scoring points, they move into the "sales-ready" stage for the sales reps to start interacting.

  • Personalization

  • Personalization is an essential part of sales email automation. It helps in building your brand reputation. It works as an ice breaker while interacting with new prospects. It makes new prospects feel valuable as they get individual attention. The experience is enhanced for prospects, but sales reps can automate the communication instead of manually sending all emails.

  • Keep the Conversation Going

  • Sales reps can identify and create triggers to automatically send emails based on prospects' actions. It helps engage more prospects and convert them into customers with bare minimum efforts. Triggered emails are proven to drive 24X more revenue per send than other types of emails.

  • Multi-channel Engagement

  • Your prospects are active on different channels, including emails. Identifying their preferred mode of communication can keep them better engaged. You can track interactions across other channels and apply relevant improvements to your sales email automation tools. Multi-channel communication can guide you to attract prospects in their preferred manner.

Never miss an opportunity now!

The pandemic has fast-paced the adoption of multi-channel outreach and engagement. Keeping your prospects engaged is more important than ever with the switch from formal in-person meetings to remote sales. From fixing core technologies to adopting advanced tools, a sales email automation software helps stream outreach and keep your prospects engaged. It provides you a competitive advantage by ensuring you never miss an opportunity when your prospects reply to your email campaigns.

Richa Sharma
Content Marketer
Richa Sharma
Content Marketer
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