Do you have a mailing list? Many businesses do. They’re a great way of keeping your customers up to date on new offers, products, the latest news, and updates from your company.
If you’re really on top of your marketing, you may have several mailing lists – compiled from different landing pages promoting various products and services. Nurturing leads, scheduling follow up emails and organising the data you collect is a lot of work. As well as ensuring your communication delivers a personal experience for each customer. It’s a full-time job, taking you away from business development and creative work.
How can you manage your brand’s emails, to make sure each lead, contact and customer is receiving the right information at the right time?
You can use email automation. A swift, effective tool that operates via triggers, workflows, and schedules. Email automation workflows are a sequence of pre-written, automated emails that are sent to a customer following a specific action trigger.
Automated email workflows can help you get more specific, more targeted, and more streamlined than ever before in your outbound communications with your audience.
If your email automation is successful, this can create many benefits for your business.
The MANY Benefits of Email Automation
- A Personal Experience
Who doesn’t love a bit of personalisation? With email automation you can create a series of automated emails – this will help grow your relationships with your customers, leading to improving email marketing efficiency as a serious marketing channel through your sales funnel.
Each email can be personalised and tailored to your individual customers based on various actions taken by them. For example, an email can be triggered when a user visits a certain page on your website.
- Streamline Your Marketing Team
Automation is changing the way that teams do business. For email marketing teams, it can mean less time spent on manually compiling email lists and scheduling messages. Instead, team members can use that time to focus on other important tasks, such as in-depth customer relationship building.
- Improve Your Customer Retention Rate
Anyone in business knows it’s easier and more cost effective to sell to an existing customer than to convert a new one. With automation, it’s simple to stay in touch with your loyal customers.
Use scheduling and effective copy to ensure your customers don’t go too long without hearing from you. Good copy will maximise your email’s impact.
How to Get the Most Out of Your Email Automation
Follow these handy steps to optimise your email automations.
Step 1: Build a contact base and record your target group’s data
Find out as much as you can about your customers.
Start with basic details (email address, name, phone number) through a simple form. Alongside the request for basic information, add another form field to find out their location or the service they’re most interested in.
The more information you have on your target audience the better you can tailor your services and make your communication relevant. Grow your customer base by personalising the user experience.
Step 2: Develop and run campaigns
Based on the data you have, decide what information you want to communicate, which target groups to send it to, and in what order.
Then determine your follow-up actions. How do you respond to a customer or prospect’s particular action? Doing this can help define the email workflow you plan on automating.
Step 3: Measure customer behaviour
What do people do in response to the information you send them? What messages in your newsletter do they read? Who is clicking the link to your website? What pages are they viewing?
Knowing this information allows you to continue building your customer profiles. It provides you with valuable insight into your customer’s interests, as well as the kind of communication they prefer. From this, you can make future communication even more relevant.
Step 4: Nurture and engage leads
By determining which content will be most suitable for which segment, you can easily refine your campaigns and tailor them to the desires of a specific customer or prospect. The easy part: the software will compile the communication accordingly.
Step 5: Analyse marketing and sales performance
Measure which target groups respond more positively to a certain type of promotion over others. Work out when people leave during the marketing and sales cycle – map the campaigns and promotions that perform best.
This research can help you refine follow-up campaigns and determine the necessary budget.
Powerful Marketing Technology
Yes, you have a lot on your task list. However, email marketing is one of the most impactful opportunities for growing your business. Setting up automated emails can help you drive results without working on them repeatedly.
Apply these ideas for automated emails to your own business. Tools like ActiveCampaign make it incredibly simple to set up automated email campaigns and they will drive revenue for your business for years to come.[/vc_column_text][/vc_column][/vc_row]
