MarketingNovember 23, 2017

5 ways to make automated email marketing a game changer

Suprotim Gupta

Since the turn of the century, promoters have found plenty of ways like advertisements, social media etc. to market their product. So, is anybody still using emails anymore? The popular answer will be a ‘no’. But, on the contrary, email marketing isn’t dead by any means. In fact, trillions of emails are emailed every year and the numbers just keep on growing. This isn’t a sign of a marketing idea being dead at all!

So, what is email marketing – or in this case, automated email marketing? It sends out automatic emails to your potential and current clients, based on a trigger or a fixed schedule. Emails can contain advertisements, promotions or even thanking their customers for being loyal to them. However, in the face of new technology, emails look old, despite being one of the best lead generators in the past 40 years.

In face of such odds, how can one trust email marketing to be a game changer? Here are 5 ways that will convince you to fall back on email marketing again.

1. Personalize your trigger emails

When an user signs up on any platform, what makes a first impression of the platform on that user? The automated welcome email. It is imperative that the welcome email gives a sense of being genuinely welcoming and interactive, rather than being a boring bot. Because let’s face it – no one likes to interact with someone named ‘no reply’.

This exact same concept applies for trigger emails too. What exactly are trigger emails? As the name sounds, these are automated emails that are triggered based on specific events, such as an action taken by a website visitor, or a meaningful change in a customer’s behavior or profile. If you haven’t logged into your Facebook account for days, you get an automated trigger email from them. This works like a charm as it shows a caring attitude towards the user and emphasizes a personal touch.

Trigger emails are a valuable communication tool, and if used correctly, can generate a lot of leads and traffic to your website.

2. Set up drip-feed Emails

Another automated way of email marketing, drip-feed emails delivers messages in a sequence, based on the time-frame you specify. While it is mainly used to email the reports to subscribers that they signed up for – like an autoresponder, it can act as a potential game changer to your email marketing campaign.

To create a successful drip-feed email, one should follow these 4 steps in the exact order

a. Understand the demographic of your audience. Drip campaigns are all about targeting the different type of subscribers to your product. So it is essential to know the age group and the people you are targeting for your drip-campaign strategy.

b. Draft a capturing copy. Upon deciding the audience to target, try writing down a copy that’s attractive and speaks to the point. Start your copy with an action verb. You may add benefits of your product to the user.

c. Plan and start your campaign. Set goals for your campaign. Make a time-frame for each email to be send out with a purpose. Users should always understand why they’re getting an email. Once it is all taken care off, start sending them out.

d. Analyze and improve. After sending out the emails, analyze the data of your activities like user engagement, click-through rate and your conversion rate. If the data is positive, well and good. If they don’t meet your expectations, try different means like rewriting your copy or redesigning your mailers. Analyze, improve and repeat.

3. Call-to-action is a must

Beautiful email design, great copy, user likes it. Alright. What after that? The main purpose of sending out emails is to make aware of you and your product’s presence. Thus, a call-to-action (CTA) for the landing page of your website is necessary. It is also advisable to limit the CTA to one as multiple CTA’s confuses the user and leads to checking out none of them.

4. Use Dynamic content.

In the world of marketing, the term ‘dynamic content’ has been loosely used but its importance is undermined. You would want to develop a long term relationship with your client, and thus personalizing the emails you send out helps you achieve exactly just that.

Different users have different needs. Thus, by studying the data collected of these users, their emails can be personalized and twerked accordingly.

In his recent article, Lee Frederiksen talked about two concepts – variable substitution and content insertion. The first concept allows you to personalize an email based on the interests of the recipient.

The second concept enables you to insert different content in different places within the text of your message by inserting phrases, paragraphs, and images, in response to the data you have collected for your audience. More front end work than the previous concept, but higher factor of personalization too.

5. Use strong verbs in your copy.

Have you noticed that most of the copies in an email start with an action verb? Why is that? It’s because action leads to conversion. People would things to happen rather than read about it being described superficially. It makes an impression of a false pitch.

If you google verbs and adjectives, you will find this beautiful quote which perfectly sums up this point

“Forget about adjectives — they’re as floppy as a gaggle of 98-lb weaklings. Verbs, on the other hand, are the muscle-men and women of the beach. After all, if your goal is to move readers doesn’t it make sense to focus on the ACTion words in your writing?”

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