Email automation has completely changed the way companies connect with their audience. As opposed to one-off direct email blasts, email automation has become the best way to follow up a client based on their needs. Crazy thing is, approximately 85% of businesses aren’t using it.
The truth is, if your business exists in the virtual marketplace, email automation should be your bread and butter.
What is Email Automation?
The name speaks for itself. Email automation automatically sends out a series of timed, well-written emails catered to how the customer ‘opts in’, and softly nurtures them through to post-purchase.
For the best impact, you should set up five or more emails to send to a prospect within the first two weeks of contact. The initial message should contain a ‘gift’ for the customer. Coupons or downloadable links are the most popular items to send.
Subsequent emails work to nurture the relationship with this customer. Provide value by sending useful information, case studies, or relevant developments. Not only will this build credibility and keep your company’s name in the mind of the customer, but it will also show your investment in forging a relationship with them.
The concept is simple, the process requires little time, and the results are proven. The following are our five useful tips for getting the most out of email automation.
1. PROPER SUBJECT LINES TO NAVIGATE SPAM FILTERS
Spam filters can be the bane of internet marketing. Use correct capitalisation and punctuation, and craft a clever subject line that addresses the how, why, or outcome – not only the ‘what’ of the message.
Excessive use of all caps and overdone punctuation
are red flags for spam filters.
For example: “Pet Carriers are IMPORTANT!!!!!!!” will almost guarantee your message ends up in spam. Instead try something more original like, “Keeping Your Pet Safe on the Go.” Or “Why Pets Prefer Traveling in a Carrier.”
2. YOUR TONE
Unless you are in a particularly formal business, keep the tone of your emails light, pleasant, and conversational. Most of your customers struggle for free time. Make sure your e-mail gives them a moment of respite from a busy day, and they will likely choose to read your messages rather than someone else’s.
Write at the level of a high school student.
For example: Instead of saying, “holiday travel can be deadly to your pet.” Try something less ominous such as, “during your holiday travels, keep your pet safe and comfy in a carrier”, and readers will appreciate the positive feeling.
3. CONTENT IS KING
Remember you are building credibility and trust with your customers. Rather than mind-numbing facts or dry statistics, try sharing some history, your background, or relevant education or experiences. If statistics are crucial, try adding them in a short, catchy video. The video will give a better presentation and increase click-through rates by around 65% or more.
Another important part of the content is the length. Two sentences max is plenty for most paragraphs.
Even if you have a large amount of essential information,
find a way to break down your text into small, fast reads.
Whatever you do, avoid the big wall of text unless you want them closing your email within 3 seconds.
4. CALL TO ACTION
All of your emails need a call to action. Experts recommend three per message if possible. Be certain to make them relevant actions that will fit your message to your customers. Try unique phrases for the call to action rather than a traditional “click here,” such as ‘learn more’ for informative sites, or ‘I want one,’ for sites making sales. Make sure your directions are clear, simple and above all else, that your links work.
Adding a sense of urgency usually will ignite your call to action.
Phrases like, “for a limited time,” “don’t miss out seats are going fast,” or “today only” with a clock counting down, all make a good impact. Even a coupon with an expiration date will give people the idea to act quickly.
When closing your email, sign off with your signature, e-mail address, and links to social network pages. Remember to ask for a follow on your social media accounts and follow back if it is possible.
Adding a short call to action P.S. at the end of emails is a great idea. Especially considering the fact that the postscript is one of the most read parts of an email.
5. KNOW YOUR AUDIENCE
This is a significant point. If you get this right, you can build loyal and long-term customer relationships. The customer’s association with your company is a tip-off to their personality. For example, few people who dislike pets will agree to emails from someone in the pet products industry.
Ask questions where you already know the answer will be yes. In addition to being a trial close, they help by getting your customer in the frame of mind to say yes. Additionally, your customer will relax in the presence of common ground. So, a phrase like, “If you are like me, you want your pet as comfy as possible during a road trip. Right?” The reader does want comfort for their pet, and they feel a bit of kinship with you.
Personalise a bit with an applicable story, if possible.
Keep your subject on topic and relevant.
Just a few sentences about how your dear Aunt Ann’s schnauzer puppy hated to ride in the car until she bought him a travel crate will form a mental picture and a create a positive association with your company.
Getting into the swing of email automation will completely change your business. Keep in mind these simple, yet effective tips and soon you’ll be email marketing without even having to lift a finger. Amazing, isn’t it?