Email marketing is still the most effective marketing channel, outperforming all other strategies, including SEO and PPC. It is also the most affordable way to promote brands, products, and services to a niche audience, interact with clients, and achieve targets.
More than 59% of marketers say email is their biggest source of ROI.
However, what worked five years ago will not make sense in 2020. 280 billion marketing emails are sent each day, and the number is predicted to reach 333 billion by 2021. Email marketing automation is essential to reach the large numbers of potential customers with the right message and at the right moment.
Automated email messages produce 5% higher open rate and 150% more CTR than conventional messaging techniques. If you spend $1 on your email marketing strategies, you may expect upto $38 ROI.
Email marketing automation is not entirely a new world, but there are few strategies that prove to be more effective and efficient. Therefore, we are going to share the 7 most effective email marketing automation strategies that you should use for better and long-lasting results.
Personalize the Content of Your Emails
When we say personalized, we don’t mean individual messages for individual prospects. It rather means using customer data to create content as per their past purchases and interactions. For instance, Amazon’s emails are tailored. Amazon’s emails are not another marketing channel, but they are designed to provide overall customer experience.
For instance, instead of using ‘Dear Customers, you might like these products that are bestselling’ they use ‘Dear Samuel, based on your last month’s purchase, you might like these offers from the same brand’.
Segment Your Customers or Subscribers to Make Your Campaigns Targeted
Segmentation is seconding on the email marketing strategies list. It is because when you segment your database, your email campaigns become more target-oriented.
For example, you are hosting a postpartum workshop for new mothers. Using CRM software, you segment the new moms living within 20 miles of your event venue and send a personalized email. Compare this with sending one email to your entire mother forum database, with customers spread across the country.
By segmenting your email, you get better open rates, leads, transaction, revenue, and more customers all at once.
Your Landing Page Should Fulfill a Promise
Your landing page should continue the task that your email initiated. If your email made a promise, your landing page should fulfill it.
The copy on your landing page should look like a natural next step on your audience’s road to purchase. If your email and landing page are not in sync, you may have a silo problem.
It is one of the best ways to urge customers to buy who haven’t purchased for a long time. For instance, if you are offering 70 – 80% off on Tommy Hilfiger, then your landing page should take your customers on the same page and not on the new arrival men’s section, that has Tommy Hilfiger. It is a trick many brands commonly use but remember that customers have grown smarter now.
Understand Your Customers and Reply to Them
If you want to keep your leads engaged, you must understand their needs and respond to them carefully. If you wish to guide them to the right section of your site, you must know what they want. Google Analytics can help you see your customer’s journey, even if they haven’t brought anything from you. It is called Web Tracking. Live View web tracking lets you see the actions your customers are taking in real-time.
It will help you to accomplish the following:
- Put most popular pages or products on your email campaigns
- Learn your visitor’s intentions.
- Change/ modify your products and services.
Best email marketers test their campaigns regularly and consistently. That’s why A/B testing is an important email marketing automation strategy.
In here, instead of implementing one idea at a time, you set up the same campaign in two different versions, each highlighting different things you want to test, and send your emails. Some great ideas for testing include:
- Test subject lines with various promotions (BOGO or gift coupon), with or without emojis, and different versions (limited offer period or extended offer).
- Which one of the two generates more open rates: ‘Regards, Alfred Tony’ or ‘With Regards, ABC Technology’.
- Test between general business address (email@example.com) or personal address (firstname.lastname@example.org).
Use Advanced Sign-up Forms Tactic
A great way to get new customers started is by having them sign-up through signup-forms on your websites. The data collected through these forms can be used to send more personalized and targeted emails to them. Here are some advanced sign-up tactics:
- Disable pop-ups for customers who have already signed up for your newsletter by using a specific URL from your UTM parameters.
- Make sure your pop-ups show to specific users, such as your product page, blog, etc. by using the same UTM parameters.
- Segment your pop-ups and make them smart, with fields like name, surname, anniversary, birthday, city, etc. Birthday email is one of the highest performing automated email strategies, with 45% open rate and 5X conversion rate than regular emails.
Increase Opt-in Opportunities
Getting contact details from the target audience or opt-ins could be tricky, but it is interestingly an effective way to boost engagement. Here are some tips for increasing opt-in opportunities:
- Ask questions (start a quiz).
- Provide details (e.g., download the menu with an email address).
- Create urgency and provide a solution.
- Make it easy to undertake.
- Make it completely transparent.
- Use personal language.
When automating email marketing using tools, make sure you keep your customers’ intentions and purposes in the focal point. Remember your emails are not the only emails they are receiving every day. Pay attention to personalization, emotion, and human connection, and you will see some significant improvements in your branding and marketing.
To implement these Email Marketing Automation strategies, you first need the data of your customers who interact with your products. NeuroTags solutions help brands to collect consumer data and provide automation rules to send outbound emails, push notifications and SMS based on consumer segmentation and consumer life cycle events.