Pillars of Automated Email Marketing

We have already spoken on numerous occasions about the the growing importance of automation in the email marketing sector.. In this post we will dig a little deeper into this concept and show what its main pillars are.
To understand which pillars underpin email marketing automation, it is important to be clear about what we mean by automation:

"Automation: The application of automatic procedures to an apparatus, process or system." - WordReference

Therefore, automation applied to email services is the use of computer software to perform certain specific tasks. In other words, it is the ability to automate processes that we would otherwise have to perform manually.
Automation tools are nothing more than a support to perform repetitive, everyday tasks.
However, this does not mean that the personalisation of emails is lost. In fact, specific emails are created according to users' actions, tastes or preferences and these are sent automatically when the subscriber meets certain criteria based on their behaviour. Thus, the Email Marketing Automation is not to replace the more human and personal part of emails, but rather to try to humanise this channel even more.
What are the pillars underpinning the automation of this channel?
Data Entry 
Collection of data necessary to classify and define our users. Undoubtedly the most important element. If we do not have information on how a user behaves (if they fill in the forms, if they open the emails...) it is very difficult to adjust to what they really need.
Capacity to process information
Once the data is received, it needs to be interpreted and understood in order to provide the correct response to the user. There is no point in having a large volume of data if we are not able to understand it.. Therefore, we must understand the information that has come to us and know how to use it appropriately.
Ability to create relevant content
Once the information is understood, we can determine the most appropriate content for each of our users. Text, images, videos, audio, landings, htlm... These are some of the elements that will have to be adjusted to the tastes and interests of the users. Why? So that the user receives exactly what they need or would like to receive.
Time interval
When is the best time to send emails? Depending on the data we have from our users, certain information will be sent at certain times to have a more significant impact on the user. For example, if we have data that a user from our database buys tickets to Mallorca every summer, when the summer approaches we will send emails to that user with our offers to Mallorca. In this way we anticipate their needs and ensure that they continue to buy from our brand.
Possibility multicanal
Automation speeds up the communication process and allows us to cover different channels. It is not only necessary to have our email automated, but if you want to be more effective you can combine it with other channels such as SMS or Social Media.

In email marketing there are many processes that can be automated in order to improve the performance of our campaign: registration process, sales and post-sales, recovery of abandoned carts, birthday greetings, among others.
To understand this better, let's consider a example of automation in a sales and after-sales process:

1. Welcome emailThe first email that the user should receive when registering is a welcome email. Therefore, the first email that the user who registers should receive is a welcome email. This process is done automatically, the system recognises and acquires the data of the user who registers and automatically sends a welcome email.
2. Confirmation emailOnce the purchase has been made, the products or services purchased by the user will be taken into account and an email will automatically be sent to the user containing the characteristics of the purchase that has been made.
   
3. Email with order informationThere are many brands that also send emails with the status of the order. In this way, they keep the user involved at all times in the entire purchasing and reception process. The user is aware of what day and time they will receive their order.
   
4. After-sales emailOnce the user has received the order, it is very important to know their opinion. For this reason, you can generate automatic mailings that launch user satisfaction surveys after a purchase.

Combining the different processes automatically will ensure that our user has a satisfactory shopping experience. As it is an email that refers to a specific event, the email will not be seen as unwelcome. In fact, the likelihood of it being opened and read is significantly higher than in other situations. Without a doubt, the use of automated mailings is a high-performance element. Once you create and set up the campaign, it pretty much runs itself, so the time you spend on it is optimised and can be used to cover other aspects.