Email marketing automation is not rocket science. It’s not fancy. It’s not even something that’ll require you to invest thousands of dollars into.
The reason why you’d want to use marketing automation of some sort is because of the way things happen on the web, the way your ad campaigns run, and the fact that you (and your entire team) aren’t going to be around 24 x 7.
Meanwhile, you’ll have continuous visitors, your lead generation is on all the time, and transactions will happen on your website without any of your team members being there.
According to the DMA, email has a median ROI of 122%, which is over 4x higher than other marketing formats, including social media, direct mail and paid search.
Also, email list segmentation and personalized emailing were the most effective email strategies of 2017.
Your email marketing automation is incomplete without segmentation of your subscribers and customers. As such, marketers have witnessed an increase of 760% in email revenue from segmented campaigns, according to Campaign Monitor.
Now, let’s bring it all together.
- Email marketing is a channel you can’t afford to ignore.
- You’ll need marketing automation, even at its most basic level.
- Segmenting your subscribers and customers helps you boost your overall revenue from email marketing.
- Every single email you send out to your subscribers needs to be personalized (and not just for the sake of personalization)
Tip #1: Personalize. Every. Email
“Hi customer # 24356!”
The problem with these salutations is that they are completely non-personalized, and your subscribers are smart enough to know that you just compiled an email that’s being sent to thousands of others. They don’t feel the connection. They aren’t feeling special. There’s nothing in those emails that can get their attention without their name showing.
It’s not hard to add a modifier, merge tag, or some way to ensure that each email goes out with a name (every email service provider today has a feature to allow to you to personalize).
Go back to your email autoresponder sequences and double check to see if you included a way to have your subscribers’ names show up within emails. Building new ones? Ensure that you add names to personalize now.
Don’t send out a single email without this.
Tip #2: Use some spunk
Most emails are boring. They lack character, spunk and style.
Each of your subscribers is a human and we don’t connect that well with each other if we all followed templates or if we talked “down” to others.
You don’t have to get all fancy with your emails trying to show off how well you write or your vocabulary.
Keep your emails simple. Use powerful words that are still easy to understand. Focus on what’s in it for your subscribers or customers. Be sure to write with style and let there be some personality flowing through those emails.
In fact, write that email as if you were writing to family or friends. While you are at it, keep your emails short.
Tip #3: All emails count
There are various types of marketing automation emails that you are likely to use, depending on your business.
You could have a welcome series, an autoresponder series geared for customer onboarding, a pre-set RSS-to-email campaign, reminder emails, verification emails, order confirmation emails, shopping cart abandonment emails, lead delivery emails (straight off of your funnels), and many others.
Each of these email types count. Every email you send is a message from your business to your customers. Your customers will open these emails and create impressions about you, start thinking about your products and services, and make snap decisions about whether or not they should buy, based on how these emails are written.
Make each of those emails count.
Tip #4: Deploy integrations (service provider dependent)
Your email marketing automation isn’t “automation” if you have to manually manage any part of the entire email marketing automation workflow. While you’ll test and manage some parts of your automation manually (firefighting), you’ll essentially build up to a point where your marketing automation works on its own.
To ensure that your email marketing automation works well, deploy necessary integrations with your service provider and other apps that you use for your business.
For instance, MailChimp connects with almost every other app that you might be using, including your website platform and other apps.
Consider these scenarios:
Using WooCommerce as your main ecommerce store platform and Mailchimp for marketing automation? This is how it might look, and they all connect.
Are you using Shopify with Sumo, Wistia, and other apps (with Zapier) connected to Drip Email automation software & ESP?
Regardless of the marketing stack you use, chances are that you have various ways available to integrate your apps. Make good use of the amazing world of technology, SaaS apps, and the unique marketing stack you’ll develop for your campaigns, funnels, and your complete business.
If you are looking for help customizing sales funnels for your business or if you need help with your marketing strategy, please feel free to get on a strategy call with us.