Think of your most tedious marketing tasks. Now imagine those tasks being handled automatically by technology. Not only would you be freed from the burden of those monotonous things, but they might even be done better without you involved.
Before you get defensive about that tech-promoting statement, let’s objectively review the facts. You’re undoubtedly a smart, talented, and dedicated person. But we humans occasionally need to take time off to attend a friend’s wedding. Sometimes we get the flu and just want to hibernate in bed for a few days. Other times, we go through periods of professional dissatisfaction that might lead to less-than-stellar effort.
In short, we’re imperfect.
Technology, on the other hand, has no friends. It never gets the flu. And it feels no emotions. You can count on the same level of excellence to continue for as long as you provide the system with power and data. This transfer of responsibility frees you up to focus on more complex business matters, spend a weekend in San Diego, or curl up on the couch to watch an entire season of The Office.
Here's one profound way to quantify the impact of automation: The average marketer spends six hours each day on manual tasks. Six hours! Think of all the better ways that precious time could be used.
76% of companies around the world use marketing automation
91% of marketers report that marketing automation helps them achieve their objectives
79% of customer journeys use automation
10% of customer journeys are completely automated
Marketers using automation are 46% more likely to say they have effective marketing strategies
One of the easiest ways to bring automation into your daily workflow is with an email autoresponder. Let’s dive deeper into this user-friendly technology.
An email autoresponder is one of those simple tools that is perfectly named based on its functions: it automatically responds to things. You simply determine in advance which customer actions will trigger which messages and then kick back and let the system take care of everything else.
A common example of a basic autoresponder is the out-of-office message you write before leaving on vacation. Each time someone sends you an email, they automatically receive a response explaining that you won’t be available until a certain date.
An example on a broader scale probably occurred the last time you made an online purchase. Moments after completing the transaction on the merchant’s website, a personalized confirmation email hit your inbox. Major businesses send out thousands of these emails a day, yet no humans are involved in the process.
Brands are continually finding new ways to gather and leverage consumer data, so it’s unsurprising that autoresponders are being used for much more than just out-of-office notices and order confirmations. Effective email autoresponders samples include:
Upselling or cross-selling to customers based on recent purchase
Alerting customers of upcoming subscription renewal
Following up on abandoned carts
Sharing happy birthday messages
Celebrating an anniversary
Confirming registration for an event
Welcoming new subscribers to a service
Asking customers to refer others to your business
Providing perks to customers who have been disengaged
Sharing next steps for those who took action on your website
Think about some of the recurring scenarios your team could use an autoresponder for. Each time you take a basic task off an employee’s plate, you’ll get better results and empower that person to put their skills to the best use.
When you remove the human element, there are no office hours to deal with. Autoresponders can send messages in the middle of the night, on holidays, and at other times when your team might struggle to deliver a prompt reply.
Builds customer trust
Following up on emails and actions with precision is a great way to gain your customers’ trust. For example, let’s say that someone submits a complaint to your customer service team. If they receive an immediate message that confirms how dedicated you are to resolving their concern and promises that they’ll receive a response within 24 hours, the person will feel validated. These positive interactions build loyalty.
Helps you strike while the iron’s hot
Timing is everything when responding to customers’ actions. If someone is motivated enough to purchase a product from your website, they’ll be more likely to follow through on an upsell or cross-sell if it reaches them immediately after that initial purchase. Reach out a few days later and there will likely be new things on their minds, and that momentum will be lost.
Keeps people in the loop
With timely and relevant messages ready to deploy at any moment, you’ll build stronger relationships with your customers. You can provide exclusive perks, share company updates, and address issues with precision. These connections help nurture your leads through the funnel and then convert them into long-term fans.
These are widely applicable benefits that all businesses can experience with an effective autoresponder. Better yet, there are distinct benefits that you’ll enjoy when you tailor an autoresponder to your unique processes.
While each system has its own quirks, there are universal steps to getting your email autoresponder. Let’s run down these nine basic steps:
Identify the goal of your email
Choose an existing template or create a new design
Write an email draft that will resonate with your audience
Complete the email design
Consider making your email a template for faster creation in the future
Determine the email’s workflow
Choose the list of recipients
Identify the timeframe for each send
Activate your autoresponder
Since convenience and reliability are hallmarks of email automation, be on the lookout for any opportunity to save time and make future campaigns even easier to create. For example, if you were to create an email from scratch, save it as a template for the next time you need it. You could also make the workflow into a template so that you’ve got those details locked in for the next time you encounter a similar need.
Nearly all email marketing tools have autoresponder capabilities. Some are basic, like the functionality already included in Microsoft Outlook, while others have more robust features that allow you to create tailored experiences for your recipients.
But how do you find the best options from all the various tools on the market? The answer to that question depends on dynamic elements such as the size of your business, your budget, your technical capabilities, and your unique goals. Here are some essential capabilities to think about:
Accessibility: Automation only saves you time if it’s user-friendly. When organizations get overzealous, they run the risk of implementing tools that their teams struggle to put into action. Pay close attention to the interface and make sure all relevant parties are confident that they can use it.
Cost: A marketing tool’s price isn’t always an accurate reflection of its value. There are mediocre options with hefty price tags, while some of the best tools have modest pricing. Choose an option that offers a free trial so that you have a chance to take it for a no-obligation test drive. After confirming that you’re getting everything you need, simply transition into a subscription. You’ll usually save money if you choose the annual plan rather than month-to-month.
Functions: Alignment with your unique goals is essential. It would actually be better to have a limited email tool that perfectly served your critical three functions than a more robust tool that only aligned with one of them. Ideally, you’ll find a resource that has everything you currently need and also offers additional functions that you aspire to use in the future.
Compatibility: No marketing tool is an island. Make sure that your email autoresponder is able to integrate with other tools such as CRM software and social media tools. When all your platforms play well together, your load will be lighter and your data will be more usable.
Customer Support: Even the best tools will sometimes present challenges. Confirm that your email autoresponder provides support to help you navigate issues and discover new ways to put it to use.
Twilio SendGrid offers a top-notch autoresponder and a full suite of other marketing resources, all of which are backed up by our industry-leading deliverability rate of 99%. We’re sending over 100 billion emails each month, earning the trust of clients like Spotify, Uber, Glassdoor, and AirBnB.
From creating eye-catching templates to building customized signup forms to tracking precise metrics, Twilio SendGrid gives you all the tools for success. Start creating your next email marketing masterpiece by opening a free account today.
