Email marketing is one of the most reliable marketing strategies in the world today. According to a recent study, in 2021, email was the most automated digital marketing channel globally.
Email marketing automation has significantly impacted businesses and helped them engage with their customers, nurture leads, and even increase conversions. As your list of customers grows, however, it becomes increasingly difficult to make use of the available data.
Email marketing automation gives you insights into who your customers are, what they prefer, and where they’re located, while also helping you personalise your emails for each customer.
Taking the correct steps to execute your marketing plan can help create a powerful email marketing automation strategy.
Segment your customer base
One of the most common mistakes people make when they work on email marketing automation is thinking that they can send multiple emails daily to their entire customer base and assume they will get more responses. Unfortunately, this never works.
You should create segments or categories for your customers based on their past actions, buying habits, how they discovered your product/service, the location they live in, and so on.
Marketing emails should not be confused with general emails—for instance ‘thank you’ emails—and should be strategically segmented. To improve your segments, you must create targeted lists.
Many customers may purchase a product or subscribe and never visit your website again but with a targeted list you have a much clear area of concentration (AOC) and can send emails that will create a desire for them to repurchase.
Personalise your email messages
In 2021, the total number of consumer and business emails sent and received was over 319 billion. This means that you need to have a message that stands out from the rest.
To send out genuinely unique messages, you should also have your customer segmentation completed. The segments will give you information about what your customers have purchased, and more. This information will help you modify your email marketing strategy and create a message that builds an instant connection with the customer.
Grabbing the attention of your customers is paramount to forming a lasting bond with them. You also have the opportunity to improve the quality of your customer service and show them they’re not a needle in a haystack.
Direct your customers to personalised landing pages
A powerful landing page can help your email marketing campaign thrive. Rather than directing every customer to the same landing page, use the information you have to personalise it based on their interests and their location.
Display their time zone and currency, or even feature the items that they are most likely to purchase based on their purchasing history.
Nail a mobile-friendly design
One of the main reasons why your email marketing strategy falls by the wayside is that your email isn’t mobile-friendly. Even though almost everyone in the world has a smartphone or even a laptop, the configurations of your email must support any smart device.
Make the necessary changes to ensure that your email is constructed in a way that’s appropriate for any device. With the mobile open rate for emails rising, creating a mobile-friendly email design is vital and the following should be considered:
- Making the emails as concise as possible
- Adding captivating subject lines
- Including sufficient space for links
The right email service provider also plays a crucial part in your email marketing automation strategy if you want to have high-quality design templates that are both user-friendly and practical.
Analyse your results
There’s always the chance that your first attempt at implementing an email marketing automation strategy won’t be a success, but that doesn’t mean you should abandon it.
Use A/B testing to divide your contact list and send them different templates. This will give you a clear idea about what works and what doesn’t, based on lead generation metrics such as:
- Open rate
- View rate
- Click-through rate
- Conversion rate
Extract this information, compare the results for each template, and identify which one achieved your desired outcome. If you feel that you need better results, go back to the drawing board and try again.
Create a foolproof email marketing automation strategy
Email marketing automation saves time and helps businesses create long-term relationships with their customers.
It also gives you detailed information about your customers which you can leverage across your marketing strategy and increase conversions and retain more customers.
Consistently monitoring your campaigns and the results you achieve can help you modify your messages as needed to drive more website traffic, engagement, and sales.
To discover more about email marketing automation strategies, schedule a free consultation with one of Launchy’s specialists today!
