Any marketer knows the importance of maintaining communication with customers. This should be an ongoing process for both potential and existing customers. Handling the task manually can be very time-consuming.
However, automation has changed the landscape for marketers. It has brought efficiency to processes that used to take a long time.
Once the team uploads their sms promotional campaign email list, they can schedule how often they need to be out of the office. No more having to set reminders to complete such tasks.
And, automation can better target and streamline email marketing campaigns. But the secret to enjoying the benefits of automation is knowing how to do it well. We’ll share tips and tricks every marketer should know.
Email Marketing Automation: What It Is
The basic premise of email marketing is to send targeted messages to your subscribers. You can use a variety of communication methods. These include newsletters, product or service offerings, or information about your company. In addition, you can use a business phone service or a cloud phone system.
Before automation, the team had to sit down and create a checklist. They had to take an active role in making sure everyone was communicated. But with automation, software can take over these tasks.
Let’s say you manage an association. It’s important to keep members up to date with everything that’s going on. Using association management software will make the process faster and smoother. There are many benefits to using this type of innovation.
- The software allows for centralized membership data. Anyone on the marketing team can quickly access it when needed.
- Membership management software works on mobile sites, tablets or the web. It allows teams to remotely access members anytime they need to.
- Provide tools that increase engagement and connection between members and administrators
- Teams have access to a comprehensive set of task management tools
- Members can use a dedicated portal to better engage
- Sending mass emails or newsletters is easy with the built-in broadcast system.
Automation can also help teams personalize their communications. Take for example when a new member joins. It’s important to send them a welcome message.
However, with the pressure of work, it’s easy to overlook this important step. With the right software , teams can schedule automated welcome emails.
Choosing the right automation is crucial to the success of your email marketing campaign. Decide what your needs are before making a final decision.
Tips and tricks for automated email marketing
Take note of the following tips and tricks for automated email marketing.
1. Understand where email marketing is most effective
Email 6 data-driven tips to increase email open rates marketing is all about continuous engagement. The direct result is a better relationship with your customers, which improves your chances of conversions.
It works best in different scenarios. These include:-
- Welcome emails are great for new subscribers. It provides a great opportunity to talk more about your products, services, and brand. The messaging should provide all the necessary information to the customers. This will make their interaction with your company that much better. Don’t forget to mention why you are a better choice than your competitors.
- Abandoned cart emails Remind customers to complete their purchase. Include subtle prompts for customers to take the right action. This can be done by providing more information. You can also engage them by asking leading questions about the failed purchase.
- Win-Back Emails Rekindle the interest of customers who seem to be slipping away. Now is a good time to run some incentives.
- Sunsetting actually encourages customers to unsubscribe. At this point you might be wondering, why would marketers do this? So what’s the point of keeping cold leads on your email list? It’s like cleaning out clothes in your closet that you no longer wear to make room for other clothes. Also, email providers will notice when emails you send to inactive members start going into spam or junk folders. Penalties include blacklisting, which you can’t afford.
- Milestone Emails Remember your customers’ special occasions.
2. Email List Segmentation is Crucial
Your email list is made up of different individuals with different needs and interests. You can’t lump them all into one package and treat them all the same.
Imagine sending parenting information to Generation Z. They have zero interest in such information. When you tick the box for email communications you send, are you achieving anything?
That’s why one of the first marketing 101 rules is to know your audience. It allows you to segment them into different groups based on specific criteria.
Targeted messages have high open rates because you provide relevant information.
3. Personalize your automated emails
Take a moment to think about the content of your automated emails . It can have a big impact on the experience people have with you.
A customer is more likely to read an email you send specifically to him or her. This means the Dear Sir/Madam way of doing things is outdated.
With automation, you don’t have to type in each person’s name and address. The software takes the details from your list and customizes each email.
Isn’t it a warm feeling when you receive bw lists a welcome message after signing up for the platform? How about a birthday or special anniversary message? This type of communication is very standard and allows for the development of templates.
The same applies to things like promotions or special events. All the team needs to do is adjust the message based on what’s happening.
4. Cross-platform and device accessibility is a must
When choosing automations, only select those that allow cross-platform and cross-device access. This means you can use it on different browsers, operating systems, and devices.
The experience should be the same everywhere, without any adjustments to the configuration. Imagine that customers can only open your emails on desktop devices. This means you are losing more than 55% of Internet traffic comes from mobile devices.
5. Give Subscribers Some Control
Marketing teams collect leads as a standard practice. However, not everyone on that list is interested in what you have to offer. Bombarding this audience with emails can backfire.
As we have already said, they can send emails to spam or junk mail. You don’t want to be bothered either. Who knows, on a bad day, they might leave a bad review for being so aggressive. So, give the customer a little control including:-
- Provide an easy exit option. It’s good to know why they want to leave. However, don’t blame their departure on answering a lengthy questionnaire.
- Let customers choose their preferences. For example, they may only be interested in specific information.
- Send a sunset stream to prompt them to take some action, including leaving
- Get feedback on the type of information they want to receive. It provides excellent details that help in proper segmentation. Also, such insights will help in customizing or personalizing communications.
6. Consider the medium of communication
Many people love video content because it’s easy to consume. Marketers gravitate toward it because it increases engagement and interaction. However, in this case , you might want to go back to written content.
Be precise and strive to communicate with as few words as possible. Make sure the content is easy to scan and the main points are clear at a glance. Yes, this means including some subheadings and bullet points.
No one wants to watch a five-minute video when they can scan the email in a minute. Should you do away with videos altogether? The answer is no. However, consider placing a link instead of embedding the video. The recipient can choose whether to watch it or not.
