Most people understand what email marketing is a commonly used digital marketing strategy to connect with potential and existing customers. It can be used for promotions, like sending discount offers, or for building relationships, like sharing informative newsletters. When sending emails to people who have signed up to receive them, it allows for targeted communication and a more personal touch.

What is email marketing automation? 

Email marketing is often sent generically to a large mail list. Or it can be a manual process to sent to individual customers or customer groups. Email marketing automation takes this process is a step further, enabling you to:

  • Utilise software to manage and simplify your email marketing campaigns  
  • Automating repetitive tasks so you can focus on what’s important  
  • Segment your audience and keeping track of user actions  

What are the benefits of email automation? 

Automating emails can not only improve personalisation and open rates. It can also improve customer satisfaction, and save your business time and money. 

  1. Personalisation   
    • Personalising emails for your specific customers name and details. 
    • Emails specific to client’s personal interests. 
    • Email customers relevant to past actions of previous emails.
  2. Time Saving  
    • No more need for excel and spreadsheets to manually check customer statuses.
    • Automate customer signups, responses and form completion. 
    • Send emails quickly and efficiently, to prompt or confirm actions.
  3. Customer Satisfaction 
    • Customers get relevant communication at the right time. 
    • Improve open and click through with targeted communication
    • Follow up with specific and relevant feedback and future offers

How can you use email automation for Events? 

Corporate events are ideal for email automation. Events are generally structured, with set activities and times. Once the automation workflows are defined, the number of visitors is scalable.

You can break your event process down into stages. Then define the actions and messages needed for each stage. For example: 

  1. Pre-event 
    • Registration  
    • Dietary needs 
    • Accommodation preferences 
  2. During event 
    • Event, accommodation and travel information 
    • Ticket & QR code access  
    • Event specific news or updates 
  3. Post-event  
    • Feedback & Satisfaction Surveys 
    • Recordings or seminar notes
    • Future events or points of interest

Ways email automation can enhance the user experience for Events 

You should segment your audience into interest or activity groups. Then use specific, relevant and timely emails. This will help to engage and prompt desired actions from user groups. 

  • Specific – Use dynamic content in emails including personalised greetings to maximise open rates. 
  • Relevant – Users are more likely to click on links within emails if relevant to their needs and interests. For example, event session recommendations boosts interaction.
  • Timely – Contacting your clients at the right time is key to maximising clicks and actions. For example, automated email reminders can boost event registration rates.  
  • Track & Optimise – Split test emails by monitoring open and click rates, helping to optimise and improve your content.

What tools can you use for email automation? 

There is a good selection of email marketing software platforms available which include automation: 

  • Mailchimp: A popular all-in-one platform with a free plan for up to 2,000 contacts. Offers basic automation features like welcome emails and abandoned cart sequences. 
  • ActiveCampaign: Powerful tool with advanced automation features, CRM integration, and landing page builder. Good for businesses with complex needs. 
  • HubSpot: All-in-one marketing platform with email automation, CRM, social media management, and more. 

How email automation can link with your event platforms 

Manual data entry, is undesirable because it is time consuming, prone to errors, and costly. We recommend it is best to choose complimentary and integrated email and event technology apps or websites. 

Using an API (Application Programming Interface), the systems will talk to each other. Data will be automatically transferred between platforms. Ensuring your systems are always up-to-date.

Are You Interested in Email Marketing Automation for Your Corporate Events?

Contact us to discuss our event apps and websites, and how email marketing automation could benefit your events.