Your Virtual Manual to WordPress Email Automation

35% of the Internet works on WordPress in 2020. If only the CMS-built websites are considered, 60% of them work on WordPress. More than 400 million people visit WordPress websites every month.

All these statistics reflect the importance of WordPress in the present times. In case you are running a business on WordPress websites, you might have felt that it gets quite exhausting. There are multiple intricacies involved in running business operations smoothly. Whether it is generating new leads and acquiring customers or marketing and launching new products, everything is time-consuming. However, all is not doom and gloom as you can automate some of the mechanical actions with the help of email automation. For instance: whenever you get a new subscriber, you can send out an automated welcome email to introduce your products or services. If you are in the ecommerce sector, you can automate your cart recovery program so that your subscribers receive an abandoned cart email every time they leave the product in the cart without completing the purchase. 

Email Automation in a Nutshell

For the uninitiated, WordPress email automation is a feature that allows you to set a trigger and an email will be automatically sent whenever a subscriber completes that specific action or meets that trigger. Can you imagine the work it would take if you have to send out each email manually to your subscribers? Well, email automation spares you this horror. You just have to set up the correct automation workflows and your subscribers will receive the right triggered email at the right time. The best part is there is no need for any manual intervention once you have all the workflows in place. Just check them occasionally to make sure that they have not got redundant and they are in sync with the recent trends. 

Some triggers that you can use are:

  1. When someone signs up to your list
  2. If a customer downloads a content resource from your website
  3. When a prospect makes a purchase
  4. A subscriber’s birthday
  5. Any updates on your website or blog

Advantages of Using WordPress Email Automation

  1. Automation helps you to impart a personalized experience 

With email automation, you can send out relevant emails based on the subscriber’s actions. As it imparts a personalized experience, the subscriber is more likely to engage with the brand and take action. Also check out the latest Mailchimp alternative.

  1. You can nurture your customers or prospects with the help of automated drip campaigns

Once a subscriber signs up for your emails, you cannot start sending them sales pitches and price quotes immediately. You need to let them know why they must choose you. Inform them about your USPs and how you stand out from your competitors. You can send out a series of automated emails to nurture your relationship and persuade them to try your services. You can even send out a link to sign up for a free trial or a demo video to facilitate their decision making. 

  1. It will enhance brand recall while increasing the subscriber engagement

Sending automated emails at regular intervals will keep your brand at the top of your subscriber’s mind and keep reminding them about your services. Once they are ready to make the purchase, they will reach out to you with the help of these emails. 

Types of WordPress Emails to Automate

Of course, there are numerous email workflows to automate. You just need a functional WordPress website and you will be able to send emails to your subscribers through the ESP. In addition, you will need a plugin for automation. Once you have all these in place, you are all set to start sending automated emails. 

Here are the top automation emails that you must send. 

  1. Welcome emails

As discussed at the outset, welcome emails are the most coveted emails for any subscriber. They wait for this email as soon as they sign up to an email list or make their first purchase from an ecommerce store. You can share your brand story with the new subscribers along with the vision, mission, and values you stand by. 

A pro tip I would like to share here is that you must always send a series of welcome emails so that it keeps the subscribers engaged and makes them look forward to learning more about you. 

Here’s a welcome series example by Office to inspire you. 

In the first email, they have simply introduced the brand with an attractive hero image. They have included all the important navigation links right at the top of the email.  

In the next email, they have promoted their bestsellers and indirectly conveyed that they have a huge range of products available. 

In the last email of the series, they have subtly asked for the subscriber’s birthday so that they can send another “automated email” on their special day. 

  1. Lead nurturing emails

In lead nurturing emails, you can let your subscribers know how you work and what they will be able to achieve after making the purchase. You can even share the link to your FAQs page to address any concerns that the subscriber might be having. 

Make sure your lead nurturing emails are persuasive but they do not come off as pushy. 

Take a look at this email example by Zapier and see how they have promoted themselves. 

  1. Browse Abandonment Emails

While these emails are most commonly used in the ecommerce industry, you can use it for your SaaS business. 

Take a look at this email by Jeni’s with the subject line “We saw you checking us out”.

I was just browsing through their website and they immediately sent me this email because I left without buying. 

SaaS business marketers can use the same tactic to engage subscribers who have searched for a particular product or service but not purchased it. 

  1. Cart abandonment emails

Just like browse abandonment emails are sent out when a subscriber leaves the website after browsing, abandoned cart reminders work to bring back people who have abandoned the cart without making the purchase. They gently nudge the customers that they have something waiting in the cart.

All these automated emails give the best results when they are sent in a series. Like welcome emails, you must send out a series of cart abandonment emails over 72 hours. 

You can either send two or three emails in a series. 

ASICS has sent out two emails in their cart recovery program. 

  1. Re-engagement emails

More often than not, your subscribers will get dormant and stop engaging with your emails and other communications. To win back these customers, you must send out re-engagement emails to get them to take action. 

It is a good idea to send out a series of re-engagement emails. In the first email, you can give them an option to unsubscribe and in the second email, you can let them know that you will be removing them from the list. 

See how Animoto has tried to re-engage the inactive user by asking them to update their preferences.  

You can also use an emotional tone to prompt people to take action. Alternatively, you can add a pinch of humor to the recipe of your re-engagement emails. 

Tools for WordPress email automation 

There are several tools and plugins for WordPress email automation that allow you to send out automated emails with the help of an intuitive drag-and-drop editor. It will not only make email deployment easy for you but also let you track the email campaign performance. Based on these insights, you can then optimize your email campaigns for the best results. These plugins also ensure an optimum deliverability rate. If you are not sure which tool or plugin to use, you can try out the free versions offered by Mailpoet or SendinBlue.   

For ecommerce business owners, you can easily integrate these plugins to your WooCommerce store and send out triggered emails without any hassles. 

Wrapping Up
Before starting off with WordPress email automation, figure out the objective of sending every email, chalk out the emails that are most relevant for your target audience, and then choose your automation plugin to proceed. Irrespective of the purpose and kind of emails you want to send, you must always test your emails and see what resonates the most with your subscribers. If you want to hire resources or are looking for insights into strategies and pro-tips for CRM email marketing and automation, have a look at this roundup featuring industry experts in conversation with Kevin George from Email Uplers.