While the automation procedure varies from one ESP to another, some universal steps to automate your email advertising.
Define Your Section
Effective email advertising campaigns begin with list segmentation. Make use of the information you have about your subscribers to group them. This will allow you to create personalized campaigns.
Design An Efficient Workflow
After you’ve segmented your email list, it’s time to design a workflow. This is a series of emails that fulfill the goal of the campaign.
Determine The Right Triggers
Once you have designed your workflow, determine the triggers that will trigger the following email in the sequence. Examples of triggers can be customers opening your email, clicking on a link, or not opening it at all within a specific time frame.
The Best Email Marketing Strategies
To be successful with email marketing, you need to be strategic with your projects. Here are some of the most effective email marketing strategies you can use.
Use Suitable list-Building Methods.
The success of your email advertising campaigns depends on the quality of your email list. To build such a list, you need to use list-building strategies designed to appeal to your target audience. For instance, a case study promoted on LinkedIn may help a B2B brand build a list of engaged subscribers but is a flop if used by a B2C brand.
Keep Your List Warm
Send regular emails to your list to engage (keep warm) your subscribers. However, sending emails sporadically can cause your subscribers to forget about you, and your conversion rate will drop.
If several subscribers go cold, you can run a re-engagement campaign.
Concentrate On One Goal
Style each campaign and email to focus on one goal. Attempting to kill two (or more) birds with one stone doesn’t work with email marketing. It only confuses your audience and lowers your conversion rates.
How To Compose Email Marketing Copy That Gets Results
Whatever your email advertising goal is, it all depends on your email marketing copy.
That’s why you need to write your copy well. To do that:
Know your target audience
The first step to writing compelling email marketing copy is to know your target audience. This will help you better segment your list and create targeted email copy.
Design a subject line that’s hard to ignore
The subject line is among the essential elements of email copy, as it helps readers decide whether to open your email. To create a hard-to-ignore subject line:
- Use keywords
- Use benefit-oriented wording
- Use active language
- Use as much personalization as possible
- The right preview text
The email preview text appears immediately below or next to the subject line. It is limited to a maximum of 140 characters (depending on the email client) and serves as an elevator pitch to encourage people to open your email. An optimized preview message extends your subject line and emphasizes your value proposition.
Make it easy to read.
People are engaged. That’s why you should write your email text in a way that makes it easy to read and understand. You can achieve this by:
- using short sentences and paragraphs
- Avoiding jargon and complicated words
- Using bullet points
If your readers can easily read your emails, they will likely engage with them more.
Stories are an effective way to grab attention and get your message across. For this reason, you should tell stories in your email copy.
Use psychology to your advantage
People are wired to react in particular ways. Use psychological triggers to direct your readers toward the goals of your campaign. Examples of such triggers include:
- Fear of missing out (FOMO).
- Psychology of color
- social proof
- Used well, these triggers can help you create compelling email copy.
What are the benefits of email marketing?
Email marketing can help businesses reach a broader audience, increase sales, bring back abandoned carts, and continue to build relationships with your audience.
How can I build an email list?
You can offer a downloadable product, host a giveaway, or offer a free email course.
What is email automation?
Email automation lets you develop complex email campaigns that send emails based upon actions, such as when a client adds an item to their cart or downloads an asset.
Email Marketing Conclusion
If you’ve been neglecting email marketing, it’s time to rethink your strategy.
Email marketing brings enormous profits for marketers ready to learn how to do it right. It doesn’t have to be too made complex.
First, keep in mind that you are a guest in your subscribers’ inboxes. Your emails are always just one click, far from losing their interest forever. Be polite, respectful, and offer value.
To start, you will need to ask permission. This is the right thing to do, of course. This is also a legal requirement in the age of new data protection, such as the EU’s General Data Protection Regulation (GDPR).
You should also deliver on your promises. Provide your clients with what they have asked for and send them regular emails to meet their assumptions.
There is no magic formula for enhancing email automation. It comes down to what works best for you and your business, and your style.
Once you have the fundamentals downwards, you can move to email segmentation and analytics. Start sending different types of emails to different groups of people so you can send more valuable emails
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