According to Forrester Research, the number of marketing emails an individual receives per year will reach 9,000 by 2014 – roughly 25 commercial emails per day. In order for your email marketing campaign to stand out amongst the competition, you need to give your customers what they want, when they want it, in a way that speaks to them on a personal level.
Follow these five tips for automating your email campaign to craft relevant, personalized content and engage more customers without increasing your workload.
When a customer joins your email mailing list, they should receive an automated email that confirms their subscription and introduces them to your company’s products, staff, and services. Take advantage of your customer data to create personalization variables, and use a more casual voice to help connect with your new customer.
In order to keep your customers interested in your business, you need to grab their attention with active engagement. Consistency is key, but it can be difficult for you to constantly produce and promote new content on a regular basis.
- Use an auto-series to create, finalize, and set the frequency of email messages. You can produce a week’s or months’ worth of content in a single day, and set it to be automatically delivered over regular intervals. The key to the success of email newsletters is regularity, and automatic updates make it easy to stay consistent.
The Benefits of Repetition
95% of customers will not make a purchase the first time they encounter your business, according to popular research. The key to persuading customers to purchase your product is continuous and repetitive – but not duplicate – exposure to your company’s brand and message.
- Convince your customers to engage with your company through sharing content, clicking through pages, and subscribing. Offer incentives like sales, special discounts, or personalized products in exchange for engagement.
- You can increase the personal feel of your email automation by sending personalized messages to your customers for special occasions like holidays, birthdays, or the anniversary of their signing up for your mailing list.
In a survey last year by StrongMail, 68% of business leaders reportedly planned to integrate social media with their email marketing efforts. Integrating your email campaign with your social marketing can create a more cohesive brand image while also reaching out to your customers in a variety of ways.
- Integrating social can be easy as adding share buttons to each of your emails. Up your game by actively encouraging customers to share your emails, or putting a mailing list signup form on your social media profiles.
Assess Your Efforts
Using email automation, you can assess both your customers’ satisfaction with your products as well as the efficacy of your automated email campaigns.
- Use automatically triggered emailed surveys to monitor customer satisfaction after a purchase or other events.
- Monitor the click-through rates of your automated emails. Determine what kinds of messages have the best and worst follow-through, so that you can concentrate your efforts on the most effective tactics.
Email automation can make certain marketing strategies flow more smoothly for your business without taking over all your time. Traditional automated messages – purchase or sign-up confirmations – can be augmented with personalized content to keep your customers engaged with your company and more likely to make purchases.
This post is contributed by Megan Webb-Morgan, a web content writer for Resource Nation. She writes about small business, focusing on topics such as video marketing. Follow Resource Nation on Facebook and Twitter, too!