Best Practices for Email Marketing Automation that Convert
31 May 2024

Email marketing automation is one of the most efficient tools to reach your target audience and grow your business. If done right, it is the best-performing strategy that decreases your marketing costs, increases leads and conversions, and saves you time. But how to do it the right way? This article will first discuss email marketing automation, why it is important, and then some best practices to increase conversions.

Concept and importance of email marketing automation

Email marketing automation is the process of sending the right, personalized, and automated messages to the right people at the right time. It helps you send messages to your target audience based on their preference and interests. Through this automation process, you can make personalized campaigns that directly highlight their needs and wants.

Email automation provides value to businesses by keeping their audience engaged, encouraging desired action, and developing a long-term relationship. Additionally, it cuts down manual, repetitive emails saving them a lot of time. It also saves a huge cost compared to other marketing efforts including Google Ads and social media marketing.

email marketing automation

The Best Practices

While email marketing automation helps you in many ways, it is important to incorporate the best practices to make it successful for your business in Christchurch. Following are some tips to make it work the way you want.

1- Plan in advance

Planning the whole process of email automation marketing helps you ensure that your efforts align with the overall goal. Without prior planning, everyone involved in the process will be clueless and it will create a mess only. So, it is important to sit together, brainstorm and finalize the whole process including:

  • The goal
  • The tools to be used
  • The workflow
  • The target audience and their segmentation
  • The right time
  • The content
  • The templates
  • The target

2- Personalize content

The next step is to work on the personalization of emails to increase the open rate and bring the audience to the conversation mode. You can write and send thousands of emails quickly without highlighting how your products/services fulfill the audience’s needs. But all of this is useless if your open rate is close to zero.

Email automation makes it faster and easier to personalize emails since the sender does not have to address each email separately. Personalization of the subject lines and main body of all emails helps you highlight the distinct needs of the customers while allowing you to send hundreds and thousands of emails at a time, and bringing them to you.

3- Categorize customized and generic/standard emails

You can plan and write standard and/or customized emails depending on the leads you have and the target audience you focus on. You can not send any of these emails to all your leads if you want results. Customized emails are suitable for your existing customers, follow-ups, and invitations. On the other hand, it is better to send generic emails for offers and promotions, newsletters, and holiday messages.

4- Personalize the Sender

Now that you have drafted emails, it is important to be careful while choosing the name of the sender’s email. Choosing emails like info@, or hello@ for sending personalized emails for brand awareness will not be a smart move. Such emails represent promotional emails and could be sent to junk or spam emails. Instead, choose the name of the representative before @ who is sending the emails to make your content look organic and reach their inbox.

5- Be careful about the way you ask

One of the biggest mistakes email marketers make is asking the audience to take the desired action even before providing them valuable content. They use emails to ask something or make a request in case of inquiry, application, subscription, or download a catalog/brochure that sounds off. You cannot expect favorable results by jumping to such requests even before providing value.

Here, the key is to focus primarily on providing valuable information about how your products/services solve the target audience’s pain point. You can send two or three emails ahead with content they find helpful before offering them a call to action. Another way is to simply start your email with the problems they are facing and how your offerings will be solving those problems. You can end your email with a call to action but that will not be a primary focus.

6- Ensure that the target is met

Now that everything is in place, make sure that you meet the planned target in each email marketing automation campaign you run. It will make your process more efficient, reaching all your target audience in a specific time duration and ultimately increasing the chances of conversion. If you feel lazy and take delays lightly to fulfill your target, forget about getting the results you expect.

7- Monitor analytics and enhance content accordingly

All email automation tools have features to help you track key metrics including open rates, CTRs, and conversion rates. It gives you an idea about how your target audience is interacting with you and what areas of improvement are. Based on these analytics and responses you get, you can enhance content and enjoy better results in the future.


In conclusion, email marketing automation strategy provides potential to email marketers for creating conversion-focused and more effective email automation campaigns. Not only that, they offer marketers to enhance their existing campaigns to bring better results. Through careful planning, understanding the importance of personalization and monitoring campaign performance, they can get the desired results.

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