The Benefits of Email Marketing Automation And Why You Should Be Utilizing It In 2023



Email marketing automation is the bedrock of many B2B marketing campaigns.

When it comes to scaling email as a marketing channel, automation is critical.

Building scalable campaigns is only achievable through automation.

With many email marketing automation platforms on the market, it's possible to quickly scale up your marketing efforts to reach more prospects and customers with little effort.

Straight off the bat, here are a few key benefits of email marketing automation:

  • Save time on repetitive tasks
  • Reach more people with your message
  • Increase engagement and conversions
  • Improve ROI from your email campaigns

Many assume that email marketing automation tools are only for large enterprises sending millions of emails a month.

However, that's not the case.

Bootstrapped startups and small businesses can benefit from email marketing automation just as much as large organizations.

This guide will explore how email marketing automation works, the benefits of using it, some key statistics, and strategies for getting started.

What are some key Email Marketing Automation stats? 

  • 55% of eCommerce marketers use email marketing or marketing automation software. (Spotler)
  • 75% of marketers state that they use at least one type of marketing automation tool. (Social Media Today)
  • 67% of marketing leaders currently use an automation platform, while 21% state that they plan to in the next two years. (Salesforce)

What are top Email Marketing Automation Tool Features?  

As you browse through the email marketing automation tools on the market, you should look for the following features:

  • A/B testing
  • Advanced segmentation
  • Drag-and-drop email designers
  • Dynamic reporting

A/B testing

The ability to A/B test is critical for any email marketing automation tool.

It allows you to test different subject lines, send times, content, and other factors to see what performs best with your audience.

Without A/B testing, it's impossible to know what works best and you'll be shooting in the dark.

Most campaign managers will test one variable at a time to see what's working and what isn't.

For example, if you are testing subject lines, you would use the same sender, send time, and content but change up the subject line.

This would allow you to accurately see which subject line performs better.

If you start changing multiple variables at once, it becomes difficult to distinguish between the things that are working and the things that aren't.


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Advanced segmentation

Sending the same email to everyone on your list is a surefire way to see low engagement rates.

That's why you need to segment your list and send more targeted emails.

For example, you might segment your list by location, job title, or interests.

Then, you would send emails that are relevant to those segments.

This is much more effective than sending the same email to everyone on your list.

The best email marketing automation tools will have advanced segmentation capabilities that make it easy to segment your list and send targeted emails.


Drag-and-drop email designers

Not everyone is a designer, but with the right email marketing automation tool, you don't have to be.

Many of the best tools on the market come with drag-and-drop email designers that make it easy to create beautiful emails without any design experience.

All you need to do is choose a template, add your content, and hit send.

It's that simple.

Those spending hours trawling through email templates or trying to design their own from scratch will be happy to know that there is an easier way.

Just use a drag-and-drop email designer inside an email automation platform and save yourself the headache.

Dynamic reporting

Most email marketing automation platforms will offer a treasure trove of data that you can use to improve your campaigns.

However, sifting through all of that data and making sense of it can be a daunting task.

That's why you need a platform with dynamic reporting capabilities.

The best platforms will make it easy to track key metrics, such as open rates, click-through rates, and unsubscribe rates.

They will also allow you to segment your data so that you can see how different groups of people are interacting with your emails.

This is valuable information that you can use to improve your campaigns and ensure that you are reaching your target audience.

What's the difference between Marketing Automation and Email Marketing  

Email marketing on its own isn't enough to develop a robust campaign.

Email marketing without automation suggests you manually intend to send emails one by one to your contact lists, which is not a scalable strategy.

With the support of marketing automation tools, you can streamline and scale your email marketing efforts, making your life easier in the process.

Marketing automation tools can ensure the sky's the limit for your campaigns.

There is no limit to the number of emails you can send, the number of contacts you can have, or the number of lists you can create.

Manual email marketing is far more challenging as there are only so many hours in the day.

Sure, some email marketers are recording custom Loom videos and embedding these into hyper-personalized emails for prospects - but this is impossible to do at scale.

If you are not hitting volume with email marketing, you are significantly limiting your potential.

When you only send a small number of personalized emails, you are essentially betting on a higher conversion rate per email.

The Best Strategies for an Email Marketing Automation System  

Once you have access to an email marketing platform, we recommend exploring the full range of features available to you as a marketer.

From split-testing your email sequences to segmenting your campaigns, there are many opportunities to improve your email marketing ROI.

You should swing for the fences and push these features to the limit.

Generally, we encourage email marketers to start by split-testing different email subject lines before looking at the email copy.

After all, if you cannot get anyone to click on your emails, the copy is largely irrelevant.

From there, we recommend segmenting your list and sending different emails to different groups of people.

This ensures that you are only sending relevant information to those who will actually find it valuable.

5 Best Practices for an Marketing Automation Email  

If you are using an email automation tool to power your campaigns, the following best practices should set you on the right track:

  1. Start by A/B testing single variables, such as email subject lines.
  2. Consider how you can logically segment your email list.
  3. Don't be afraid to take creative risks with your email copy.
  4. Make use of dynamic reporting to track key metrics.
  5. Take a data-backed approach to refining campaigns.

Wrapping up - Email Automation in 2023 

DirectIQ is well-equipped to meet the needs of modern email marketers.

With a drag-and-drop email designer, you can quickly build beautiful emails that are optimized for mobile devices.

The platform also offers a wide range of features, such as A/B testing, segmentation, and dynamic reporting.

This makes DirectIQ an excellent choice for those who want to take their email marketing to the next level.

Get started with DirectIQ for free today.

Don’t forget, before you send your automated email campaigns it is important to run your email list through an email verification and hygiene provider.

Get a free test with Webbula today.




Meet the Author


Baris Ergin is Founder/CEO of DirectIQ Email Marketing. He's a husband & father, a serial entrepreneur, avid traveler, and an email marketing veteran with 20+ years in the industry.


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