You can keep your readers engaged by delivering targeted automated campaigns, like a welcome series, product launch series, customer onboarding sequence, or even an online email course. But how do you get started? Read on for five tips on building an effective and high converting automated email marketing strategy.
1. Keep the subject line short and sweet
Your subject line should be influenced by your email content and the segment of subscribers you’re sending to. The subject line is your chance to grab readers’ attention and get them to read on. It only takes subscribers a few seconds to scan their inbox and decide if your email is worth reading. So, keep the subject line short, sweet and persuasive. It’s also important to note that engagement rates typically decline over the course of an automated email campaign. As a result, you’ll want to spend extra time creating eye-catching subject lines to keep subscribers reading. Try adding a sense of urgency by using phrases like “Last Chance” or “Ends Now” to encourage subscribers to take advantage of your offers while they still can.
2. Send valuable content
In case you haven’t heard, the email blast is dead. Email marketing isn’t just a matter of blasting every email address on your list, in the hope that someone will click a link and purchase immediately. It’s about delivering value and helping people. The fastest way to get marked as spam is by sending emails based on whatever ideas pop into your head. Instead, you should strive to send emails your audience cares about. Emails that bring value to their lives in some way. The best way to do this is by focusing on your audience’s needs and challenges. How does your business help to solve them? Add it to your email.
3. Set up a welcome series
A welcome email is the first message subscribers receive when they sign up for an email list – if you have one set up. And you should! A welcome series is a simple campaign to create, and it’s one that everyone who sends email should have. Why? Because it sets the tone for your email list and brand. It’s also your opportunity to thank subscribers for joining your list and set expectations as to what they will receive from you in the future. Whether your automated email campaign has one email or six, it should be informative and helpful. To create a welcome series, focus on one email at a time. The most basic email should welcome subscribers, thank them and include other ways to stay connected. Including links to your social media profiles and contact information are just some of the ways you can encourage interaction outside of the inbox. Visit Infodataplace for more information.
4. Segment your list
Email segmentation allows you to sort subscribers into different groups, and serve them email content that’s most relevant to them. The goal of segmentation is getting a better idea of who your customers are and best serving them with content they want to see. And by sending the right messages to the right people, you can help drive higher open and click-through rates. So, how do you segment your subscribers? Subscribers can be grouped based on demographics like job position or location (by asking subscribers to select an option when they sign up to your list or linking out in your welcome email) or responsiveness, like opens or clicks in previous emails. There are no right or wrong segments, but there are a few that are more effective than others, depending on your business.
5. Measure and record the results
Check your open rates, your click-through rates, unsubscribes and any other key metrics that are relevant to your strategy. See a drop in engagement? Take a closer look at the email. Many factors affect how subscribers interact with your emails, so test out a few changes to see what’s wrong and what you need to do to fix it. Your email analytics can tell you different stories about subscriber engagement and the kind of content they like most. This can help you understand where you need to make improvements, deliver more value and increase the success of your emails.
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