Email is considered the Holy Grail when it comes to marketing communication. In fact, did you know that it has the highest ROI among other digital marketing techniques? It can go as high as 4400% or $44 for every dollar spent on your email marketing campaign. Cha-Ching! And email automation makes everything a lot easier.
It’s important to ensure that your email marketing is cutting edge. It takes multiple touchpoints for people to buy into your business. Everyone’s a little resistant to ads and promotions, which is why email automation tricks are so vital. They help you stay in front of your audience without sounding like a bot.
With any email outreach program, the key is personalization. The following automation tricks will help you connect with your audience personally and reach as many potential customers as possible.
Anyone who engages with your business in any way should receive a welcome email. It makes your customers feel welcome. When customers interact with your website or signed up for your newsletter, they expect some kind of confirmation. It doesn’t have to be on the level of Joey’s “How you doin’?” But a simple email that acknowledges their presence should be enough.
Even if the confirmation or welcome email is automated, it helps people feel like they made a good choice in connecting with you.
Welcome emails are very easy to set up. Any email system that integrates with your website is capable of sending out an automatic email to your new contacts.
One of the best email automation tricks is to set up reminder emails in your system.
- If you’re sending out an email campaign, have follow-up emails sent out if the initial email(s) are unopened. You’ll be surprised at how many people miss your email because it was buried in your customer’s inbox. A huge percentage of your sent emails might have also ended up in the spam folder. Sending a follow-up email gives them a nudge to notice you.
- Whenever your company has special offers or promotions, have an automatic email sent out to your list. Spreading the promo via email is effective in increasing your sales.
- An easy form of reminder emails that are often overlooked is to email people on their birthdays, anniversaries, or any day that’s important to your customers. People feel like your business is human when you celebrate with them the important moments in their lives.
- Remind people about the events you have coming up. If you’re going to be at a conference, a networking event, doing some giveback for the community, running a webinar or live video, let your customers know. This way, people will know how to reach you or what you’ve been up to recently.
Thinking of email campaigns in terms of in-person sales can be helpful. When selling to someone in person, you need to personalize your sales approach based on the customer’s interests, communication preferences, or previous purchases.
Behavior-triggered emails are an effective way to segment your email lists. Just as life is a box of chocolates, people’s behavior can also be so unpredictable. You don’t know what type of response you’ll get so it is better to cover all bases.
When someone behaves in a certain way, they get added to a new email list segment. Otherwise, they’re immediately sent a follow-up email that correlates with their behavior. For example, you can segment those who opened your email vs those who ignored it. You can then send a follow-up email to the “Ignore” list.
Here are some tips:
- Pay careful attention to how your customers act.
- Set up behavior flow charts with corresponding automated emails based on their interactions with your company’s outreach.
Email automation makes it easier to set up behavior-triggered emails, but you need to consider what actions your audience takes and send out an email based on that action.
Email Drip Campaigns
Whenever a customer is added to any of your email marketing tags, segments, or campaigns, it’s important to include follow-ups for that outreach. An email drip campaign is a series of pre-planned emails that take prospects through your sales funnel.
Here are the elements that set email drip campaigns apart from other email marketing techniques:
- The message timing has a defined course and schedule
- The automated messages are sent out to specific subscribers depending on their status and behaviors.
But the real magic of drip campaigns is that they allow you to build trust with your audience. Instead of blasting everyone with the same email, you can assign your subscribers into different funnels and run separate campaigns for each funnel.
Engaging Inactive Customers
Using a CRM, you can segment and send email campaigns to any inactive customers in your database. Set up your automated emails to send out if someone hasn’t purchased within a month, 3 months, 6 months, or whatever fits your timeframe.
You can also combine this technique with any of the other techniques listed above. Have past customers get reminder emails about promotions you have coming up. Create a multi-email drip campaign. Experiment with your techniques and test which one works the best.
Just remember that it takes a lot of work to get someone’s business in the first place. The best thing you can do is to keep working on that list over time. People who have already bought from you are more likely to purchase from you again in the future, even if it’s been a while. You’ll be surprised at how many people become repeat customers given a little time and regular email marketing follow-ups.
When you are sending a cold email outreach sequence, which usually consists of 4-6 emails to a person, often times a well-crafted goodbye email (or “breakup email”) can convert cold prospects into a sales call. The last email in the sequence is your breakup email. Letting your prospect know that this will be the last time you are reaching out is a compelling message and you can use that moment to your advantage.
You know that when deals go away, that moment creates a Fear of Missing Out (FOMO) for the prospective client. Scarcity is a powerful selling tool.
By letting your prospect know that you have something special and personalized for them that can help them and coupling that message with “this will be the last time I reach out” can create a trigger for your prospect to react.
For example, consider this email:
I’ve tried reaching out 5 times to let you know about the ways I can help your business grow. Are you interested in talking about how I can help you increase your top line revenue by 20% with a few easy tactics to put in place?
This will be the last time that I reach out – I don’t want to bug you.
If you’re up for jumping on a 15 minute call, I’d love to tell you about our program and how it can help you have a great year.
Please let me know if you’d like to discuss it.
By crafting the right goodbye email, you can create triggers to convert your prospects into new sales calls and grow your business.
Map out the different touchpoints where your customer engagement happens. Whether it’s cold email outreach to acquire customers, or setting up an email lead nurturing campaign or setting up a mailing list, identifying the context for when your prospective customers engage with you will help you create breadcrumbs for their user experience with you and your business. Creating email automation around the customer journey will help you convert more visitors into new sales leads.
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