Email marketing has evolved from a simple text email used as a notification to nurturing email campaigns. Beginners and advanced marketers have immersed themselves to this platform for a long time now and have also accustomed themselves with all the changes. We see many benefits, and we tend to take advantage of its automation process.

However, do we know what EDM Marketing Automation is? The first answer would be – “Yes, I know, of course”. And with this said, some marketers, especially the beginners, go down describing the canned definition of it which is – “EDM Marketing Automation is generally set up a campaign to send emails or newsletters automatically”. Sounds good right?

Not to burst your bubble, but that isn’t just the end of its bigger purpose. How about we change the norms and try to digest what this term is NOT? Hmm, intriguing, isn’t it? If so, then read on…

They are NOT just for email reminders.

You could have used your task management tools to send you a notice. I mean, the use of these EDM Platforms are way beyond the mere email reminders. Yes, you can use it as notification emails after performing a specific task like placing an order or signing up for a workshop, but they can be more than that.

They are NOT emails sent to customers after placing an order.

In most campaigns, placing an order never ends there. When you immerse yourself with the process, and if you have a reliable CRM to use, why not maximise it? You can turn a simple enquiry into a final sale or recurring customer with all the help of igniting the process through email marketing.

They are used NOT to engage with clients or customers.

Proper engagement can be acquired through a lot more platforms and Emails aren’t your first choice. It can be a fire starter, but it can never be an ongoing process. 

Having this said, what does Automated EDM Marketing do for you and your business?

Triggered based Emails

As mentioned above, emails to your customers never end in placing an order alone. With the help of CRMs such as Ontraport, you can set up emails to be sent in specific actions that your customers do aside from finalising a sale. One example is Abandon Cart campaigns. These type of campaigns gets initiated by triggers. This is the most common automated emails. In some CRMs, there are also triggers initiated by the system through the contact’s profile, such as birthdays. This helps the marketer eliminate the most troublesome process of checking the contact actions one by one. This can be set up in an automated campaign, and all you need to do is sit back and relax. 

Sequence emails

For campaigns that need to have multiple emails to be set within an extended period, Sequence emails are your perfect choice. At times these are called nurturing emails. With this, you can produce multiple contents and not bother yourself to send them after making one by one. You can create them all and schedule them when to send the email. It can be after a few days from the time they were added on your contact list or after the previous emails were sent. Monthly Newsletters are the most common.

Filtering and segmenting contacts

There are times that you have different contacts for different purposes and categories. With the help of these CRMs, you can segment your contacts to the point that you will be able to send emails only on specific people and however you wish to. This helps you filter who are the people who can receive a particular promotion or any similar deals. Some use tags and categorisations to filter their contacts. The system will help you automatically segregate them to create the rules and import the list, and voila! 

In addition to this, some systems can identify if the email the customer uses is invalid or not. Even upon signing up, the contact can already be filtered by double opt-in processes. This way, spam contacts can be prevented.

Templates

If you feel that you do not have the creative mind but want your email to be slightly eye-catching, most EDM marketing applications provide templates that you can choose from. All you need is to edit the text, and the system will save the layout. Easy peasy isn’t it?

Campaign analytics

Of course, it would be great to know what is the result of your EDM campaign. You can’t have the time to check on the emails one by one, considering you have a lot more things to do for your business. Well, believe it as a problem solved! With the advanced technologies of email campaign platforms, analytics and reporting are easy to achieve. In this way, you could quickly identify who are the people who have not opened the emails, what links they clicked – if you added any – and what content interests them most. Behaviours like this will certainly help you compose the email content you need to make the next emails you will be sending.

The above-said items are just one of the basic but essential benefits of automated EDM marketing. There may be a lot more than your CRMs can provide. As I said, it is best for you to maximise its capabilities. If you feel stumped, and you feel that you are lost on all of these, feel free to consult an expert on this matter. Here at The Marketing Arrows, we assist our clients with the best quality of service that we provide when it comes to Ontraport marketing. 

EDM Marketing automation has a vast array of benefits that suits your every needs as a business. However, you need to make sure that you are always aware of what exactly you need. Different CRMs can be a perfect fit for your needs. You have to choose the best one for your business needs and budget. Learning the extent of what you can do will make you in the edge against your competitor.

If you are interested to know more about Ontraport and what we can do to help, talk to us today!