Due to the fact search engine optimization is increasingly challenging and falling social media reach, it’s no surprise that marketers in B2C and B2B companies are turning to email marketing for branding purposes. What’s fascinating is that the majority of them are giving serious consideration to automation. According to some new data published in Email Industry Census, 83% of organizations consider marketing automation as a strategy to send relevant communication.
But how do you bypass the conventional faux pas of manually personalizing and sending a large number of emails? What is the best way to schedule a sequence of specific emails based on purchase behavior? While there are many ways to automate email marketing, the following tips will ensure you are efficient with automation and don’t lose your way in the labyrinths of predictive analysis, retargeting and metric reading.
Prerequisite
Before implementing any tips, you should take steps to increase the security of your email marketing data. Since cyber criminals are increasingly targeting email accounts of companies, you want to ensure your email campaign doesn’t include any malware when it reaches the recipient, and that you’re able to recover important data (credit card details, social security numbers, etc.) if a breach occurs.
Options like cyber security firms throughout the US and data recovery company in Ontario and other states in North America are available to companies to protect the confidentiality of email marketing data and safely restore any damaged email files. Solutions like these can go a long way in limiting your budget following a disaster by providing a quick way to restore email documents, archives and other files. As a result, you can have a peace of mind with email marketing automation.
Actionable Measures to Automate Email Marketing
1. Segmentation & Personalization Are Critical: Recipients expect you to know and value them. To ensure you’re sending them content that is specific to their interests, segment them by interests, source of lead, location, age, industry, contest participation, etc. You can also deepen your relationship with them by personalizing emails. This can be done through an email marketing software as it allows you to write a rule that sends emails with the first name and last name of the recipient included. Also, you can include images, headers and lists to make the email body skimmable.
2. Set up Triggered Emails: To increase sales, focus on nurturing email leads. With automation, you can send triggered emails to nurture the leads that come from subscriptions/sign ups on landing pages. Triggered emails will ensure you’re following up immediately with an automated email that includes a personalized message. By automating the response to those who engaged in your defined triggered behaviors, you’ll attract a lot more interest in your brand.
3. Send Transactional Emails: Transactional emails are sent after consumers purchase a product/service. They allow you to get feedback on their purchase experience and help you keep in touch with buyers for a long period of time. You can use transactional emails to send them similar kind of offers, showcase new products or just add humanize your email campaign by sending birthday cards. Transactional emails are a great way to engage customers and build loyalty.
These email marketing automation tips will give you a competitive edge against companies that are still stuck with traditional email marketing methods, boosting your brand’s bottom line in the process.