Digital Marketing Strategy
DigitalMarketing
Accelerate Your Business With Automated Email System With 5 Key Steps
It
would be meaningless and unproductive to painstakingly keep spending
hours writing exclusive emails for each one of your customers. At one
and the same time, you wouldn’t want to send recurrent blasts of general
emails to your subscriber list in its entirety.
In
fact, it has been found that your subscribers are more prone
to unsubscribe or put your emails on the spam list when you keep sending
messages which they have very little relevance with. Thankfully, you’ll
possibly in a position to circumvent these problems and perk up your
ROI by putting an email marketing automation system into place.
Email
marketing automation system involves the effective use of
softwarewith the intent of sending highly targeted emails at particular
instances of time or while responding back to a few specific actions
your customers undertake. The automated email system has everything to
do with reaching your customers to communicate the appropriate message
at the most opportune time.
Read on to gain an understanding of 5 key reasons as to why it’s imperative that your business uses email marketing automation.
1. Boost transactions by adding a personal touch to your emails
Let’
say for instance you’re passing through a busy street. What’s your
likelihood to turn back when you get to hear someone calling “Hey you!”
alternatively and more explicitly by uttering your name. If truth be
told you’ll be more likely to pay heed and respond if you’re addressed
personally by someone. The same normremains true or valid in case of
email marketing as well.
When
you use a robust email marketing automation system you can take to
including personalized fields such as your first name, company name
which will normally be filledwith the details your distinctive email
list contains. Through emails custom-tailored for a specific recipient,
you can bring about a considerable impact.
Research shows that marketing emails generated by automated email system and individualized on the subject line hold 26 percent more click-through and open rates vis-Ã -vis
emails that don’t. Also, it has been observed that emails that are
made up of personalized content maintaina transaction rate six times
more than those which include generic messages.
2. Make a more pronounced impact with email segmentation
Once
a survey asked different companies why do they avail themselves of
email marketing automation? Nearly 83 percent said in response that the
greatest benefit remains inthe abilityin sending more appropriate messages.
With the email marketing automation system in tow, it’s feasible to
carry out the segmentation of your database of customers and leads into
several groups. Furthermore, it’s conceivable to customize different
messages intended for different groups depending on their:
- Demographics
- Interest
- Buying behavior
For
instance, if you’ve got a business that deals with selling gears for
hang gliding, paragliding, and parachuting, you may well create
customer-oriented dissimilar messages for those expressing their
interest in hang gliding, paragliding, or parachuting. In
this manner, you can make sure that the recipients of your emails are in
receipt of content that has perfect alignment with all things which
draw their attention.
As
far as personalized fields are concerned, segmenting your subscribers’
email list with the help of an automated email system may lead to more
customer engagement. Widely predominant email platforms
like MailChimp discovered that with segmented email campaigns marketers
experienced 100.95 percent higher click-through rates and 14.3 percent greater email open rates.
3. Amplify your revenue earnings by means of transactional emails
These
are idiosyncratic messages sent automatically to your website visitors
once they carry out certain actions. These particular actions
might comprise the following:
- Creating an account on the website
- Getting on with a purchase
- Downloading an eBook
- Subscribing to newsletters
Transactional
communications generated by an automated email system usually
incorporates a few fundamental information which the recipient expects
to receive, for instance, the link for a download free of cost or an
estimated delivery date of the purchase made.
It may
be noted that email recipients engage in more interaction with
transactional emails in contrast to promotional emails. Sharp-witted,
business-savvy marketers take advantage of this fact and find a use for
these messages, every so often, to prod customers in taking
another subsequent step to the eventual purchase.
Let’s
say when customers receive an email that an order has been confirmed,
it may contain a unique “Recommended Products” part at the tail-end of
the email. Also, a typical “Thank You” mail which a customer receives
after the subscription to a newsletter is done may include a gift
voucher or discount coupon which can be redeemed when the customer makes
the first purchase.
In
fact, this strategy put into practice by instituting an email marketing
automation system has been proven to extremely successful and
remunerative. Businesses are believed to amass up to 6 times greater revenue by leveraging transactional emails in comparison with other types of emails.
4. Bring the customer’s purchase cycle into line
Another
remarkable benefit of an email marketing automation system is its
ability to plan sending emails to shoppers precisely at the most
appropriate time. For example, if you’re the owner of a company that
specializes in selling environmentally friendly, recyclable cleaning
products, having the awareness that an average customer uses up one
bottle of dish-washing soap a month makes sense. Being informed about
this customer behavior you may perhaps slate an email that reaches your
customers around 3 weeks after they made the purchase of the
dish-washing soap with an aim to jog their memory to restock.
Note
that automated email system strategy may not solely be used
to effectuate the sale of products purchased in repetition. Messages can
also be sent to promote certain products which the customer has already
bought. Moreover, messages can be scheduled to match up to the varying
trends of seasonal shopping. For instance, a winter wear manufacturing
company can arrange a special “Winter Wear” campaign by offering
discounts on every sweater pattern as soon as the weather begins to get
colder.
5. Engage leads with the help of drip campaigns
A
typical email drip campaign essentially involves a succession
of automatically generated emails dispatched to leads at a regular
periodicity and for a pre-defined timeframe. The most outstanding
benefit of email drip campaigns lies in it offering an excellent means
of making people not forget your business.
Usually,
these are prospects that show keenness to purchase your products or
services yet aren’t all set to initiate a purchase. These emails so
generated by an automated email system can serve the following purposes.
- Providing answers to FAQs
- Focusing on the pain points of the customers
- Demonstrating the efficacy of your products or services to solve customer problems
- Keeping the leads enthusiastic about your products or services until the time they make a purchase
Drip
campaigns and their effectiveness guarantee the fact that persistence
and patience bear fruit. Drip campaigns designed and launched by
an email marketing automation system is found to have 80 more open rates
and 300 percent more click-through rates in contrast to single send
campaigns.
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