In 2019 and beyond, undergoing digital transformation and setting yourself up for streamlined success is critical.
This is especially true when it comes to engaging with your audience through emails and boosting conversions. Too easily, email and newsletter campaigns fall by the wayside since other projects might be happening that stifle consistency. Not to mention, assets you might need to promote new blog posts or discount deals also take up time that your team may lack.
The good news is that maintaining a solid email schedule is possible with the right planning and resources. If you’re looking to improve your output for the future, then here are 4 ways email automation can help:
1. Choose the right email automation platform
Before you can start sending out automated emails to your base, you have to choose the right email automation platform that fits your workflow.
For the most part, your team may already use dedicated software to create member lists and send emails, but not everyone has the right components to make the process easier for you with automated features.
For example, let’s say a member of your B2B sales team is working with a prospective client to close the deal, and the prospect has communicated concerns about specific functionality needs that your product solves. Sending personalized content explaining how your solution does exactly what they need is a great way to push the prospect over the edge and make the sale. Tools like Mixmax give sales teams the ability to create one
Once you have a platform you love, you’re ready to move onto implementing new tactics to keep customers in the loop.
2. Use email triggers
Aside from drafting an email and clicking “send” over and over again, what truly distinguishes a bad email campaign from a successful one are email triggers.
In any case, these responses encourage a user to click a button for more info or it could simply be an email to thank them for their time. Altogether, using triggers serves as an opportunity to follow up with a customer instantly and keep them regularly engaged with your site in hopes of them.
Here are a few examples of what email triggers you can establish:
- Welcome email to thank someone for subscribing
- Any kind of form submission response that takes them to another page
- Reminders for past purchases and invites to reorder goods and services
- Future Discounts or sales for an upcoming event
- Check-ins for users who haven’t visited your site for a certain period of time
- Recommendations after purchases are made in order to upsell clients
- Routine maintenance or checkups for certain purchases to inspire reoccurring business
3. Have your subscribers double-opt-in
Within the same area of email triggers, a major strategy that businesses are deploying in their email campaigns is having their subscribers double-opt-in after signing up for a newsletter or membership.
After a visitor types in their email address or fills out a profile, your CRM launches an immediate confirmation email that asks a user to click to finalize. However, rather than just hitting them with a simple “Thank you” response at the end, try adding a call-to-action (CTA) button that loops them back onto your main page or products page to inspire them to make a purchase.
This is a great way to keep people engaged and incentivize the process with a first-time buyer promo code, discount on certain products, or even a free download to an ebook or other forms of downloadable content to increase conversions. Not to mention, there are other benefits to double-opt-in subscriptions that promote stronger customer relationships, such as…
- Higher quality subscribers, rather than single-op-in sign ups
- Less chance of ending up in a visitor’s spam folder
- Better email open rates
- Special offers and personalized experiences with the opt-in message
Overall, double-opt-in procedures filter out the bad subscribers, while keeping in the good, so find creative ways to connect with new sing-ups and bring them back to your page right away.
4. Email customisation and personalisation
Lastly, your automated email campaigns have to communicate a high standard of design and personalization in order to make an impact on your audience.
This means that you shouldn’t just send generic mass emails to the same recipients with the same message. Instead, creating segmented email lists with certain types of buyers and personas, complete with personalized subject lines, a unique sender name, and valuable content is what drives conversions.
For example, if you have a community of buyers on your subscription list that takes advantage of beauty products, then keep them in a separate list and automatically notify them with specific emails related to beauty tips, upcoming discounts, or product launches that they’ll value. You can adopt this same approach for all of your members in different categories, but always make sure the information is relevant to the community you’re sending to. Otherwise, you’ll end up turning people away.
Get started with automation today
Unfortunately, you don’t have the time to make every single email personal and thoughtful for your clients, but you can hit them with valuable information quickly.
With email automation, the experience is more about what benefits you can offer to your customers and how you can make their buying decisions a no-brainer. Once you can implement these techniques into your email strategy, you’ll no doubt have conversions coming in hand over fist.