Improve your Email Marketing with Automation

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Why use email marketing?


Why should you use email marketing?• All about that ROI

• Email marketing can show a $38 return per $1 invested

• People are tuned in• 98.4% of Americans check their email at least once a day• 33.8% of people check their email constantly throughout the day

• Turn prospects into customers• Companies who excel at lead nurturing generate 50% more sales-

ready leads, at a 33% lower cost (Forrester Research)

• Nurtured leads make purchases that are 47% larger than those of non-nurtured leads (Annuitas Group)


The basics of email list creation• What do you want to accomplish?

• Engagement? Education? Conversion?

• How will you maintain your list?• Consider Can Spam, data hygiene and automation tools

• Who is your audience?• Your data tells a story

• What content will you offer?• Casting a wide net vs. personalization



Note: This textbox will not appear on your slide when projected.Building your email list


Identify your target audience

• Use your goals determine your ideal audience • What is the most likely group to drive the results you want

• Harness the interested• Capture people who seem likely to engage with you

• Don’t set yourself up for trouble• Buying lists is tempting but increases risk of complaints, bounced

addresses, unsubscribes, and accusations of spam


Offer email preferences

• Ask them to opt-in• Unsolicited emails are less likely to be opened and are not

Can Spam compliant

• Let them tell you how much is too much • Allow your subscribers to determine email frequency - daily,

weekly, monthly

• Take the guesswork out of personalization• People know what they’re interested in- why not ask them?


Use email to get emails

• Transactional And Personal Emails • Add an opt-in message to emails with info about orders,

payments, etc.• Include a link to your signup form in personal emails

• Forward To A Friend• Place forward-to-a-friend links in all emails you send,

making them easier to share

• Exclusive Offers• Promote exclusive discounts or content available only to

email subscribers


Build your list online• Website

• Place an email opt-in form front and center• Add email opt-in where you are otherwise capturing email

address

• Social Media• Add opt-in links to your social media profiles

• Sweepstakes where entrants provide email addresses

• Blog• Offer newsletter opt-in to anyone who has commented on

your blog

• Paid Ads• Reach out to potential subscribers with ad services


Think outside the digital box• In-Store

• Enter business cards for weekly prize drawing• Strategically placed signup sheets • Gather email addresses during in-store promotional events

• Snail Mail • Send postcards with incentives for subscribing• Promote your newsletter in fliers• Encourage opt-ins on packing slips

• Networking• Add an opt-in offer to your business cards• Bring signup forms to trade shows, events, and gatherings

in your local business community• Reach local customers through ads in local publications



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Improve your marketing with automation


What is email automation?Email automation refers to the practice of automatically sending a specific group of subscribers one email or a series of emails.

• Different from one-off campaigns or newsletters• Predicated on an action the subscriber takes or an interval of time that has passed

Send a welcome email that encourages them to take the next step.

• Recent data from Ciceron shows that 39% of brands send a welcome message within the first 24 hours of receiving a subscription.

• Having a welcome email in your program can encourage your subscriber to take the next step.


Examples of welcome emailsSummarize the perks of joining your program:

• Include a discount for new customers -exclusive for them.

• Use color and images that highlight some of your best products and services.

• A ‘call to action’ on taking the next steps, ie shopping, requesting a consultation.

• Include social media buttons to help increase engagement and reach out with targeted messaging.

• http://www.verticalresponse.com/blog/10-examples-of-highly-effective-welcome-emails/


Providing value: don’t disappoint with your content

-Inventory Announcements-Surveys-Education-Product Advice

Provide your subscribers with something they don’t have or don’t already know.

Make it interesting.Average person in the U.S. receives 121 emails each day.Inform subscribers

about:

Brand awarenessCompany news

Industry information related to the business


Types of Emails to Automate• Promotional

• Keep customers in the loop on upcoming events, sales, and promotions

• Educational• Train customers on how to use products or services, educate with tips and tricks

• Top-of-mind• Nurture repeat business, remind customers of your products and services

• Re-engagement• Keep in contact with older, inactive, or less frequent customers to win back business

• Onboarding• Share information relevant to new customers, upsell upgrades or additional products

• Product Launch• Update customers on new items or product enhancements


The advantages of email automation


The advantages of email automation

• Every new prospect is welcomed and nurtured using the same cycle of messages

• Nurture relationships, credibility, and trust

• Keep brand, product or goal top of mind

• With analytics tools, can gather customer insight for future campaigns


Ready to try automation? Ask these questions first:

• What is my goal?

• What info should I provide?

• How frequently should my emails be sent?

• How will I measure performance?


Getting setup

Many Email Marketing platforms offer a wizard to help you get started with automation


Email Automation Tips

• Write all emails for one series at the same time to keep track of the big picture

• Keep text brief, easy to understand and easy to scan

• Use headers, bolded keywords and bullet points to break up information and make it easier to read

• Ask what your prospects need to know at each stage to enable them to buy –answer those questions

• Offer something of value whenever possible: discounts, special offers, information


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