How does email marketing automation work?

Working smarter, not harder, is the way to go. Email marketing automation is based on this notion. Email marketing has managed to brave the ravages of time and is here with a never-seen-before advancement. What is email marketing automation, and how does it work? Email marketing automation is a method for sending emails automatically depending on subscriber activity. This is to make them more personalised, timely, and compelling.

Types Of Email Marketing: 10 Emails You Should Be Sending

How does it work?

The following is how email marketing automation works:

Workflows:

Workflows are used to map out the many paths that your email marketing automation initiatives will take. Someone who receives a promotional email and clicks on a product link but does not make a purchase, for example, may be included in a process designed to nurture such readers.

Triggers:

Triggers are used to specify when an automated email should be sent. When someone subscribes to your newsletter, for example, you could send them a welcome email that expresses gratitude and explains what they can anticipate from it.

Subscriber data:

Subscriber data allows you to personalise emails by including subscriber information. In automated emails, you may, for example, address a subscriber by their first name. You may also leverage a user’s previous purchases to produce product recommendations automatically.
Your company may produce successful automated emails using these three elements.

Who is a good candidate for email marketing automation?

Email marketing automation can be used by anyone, including:

  • Companies that sell to other businesses (B2B)
  • Companies that sell to consumers (B2C)
  • Bloggers
  • Publishers

You can construct automated workflows and triggers to provide a tailored experience for your subscribers regardless of your sector. Whether you want to attract leads, improve foot traffic, increase engagement, or drive sales, automated emails can help you accomplish your objectives.

Applications of email marketing automation:

Email marketing automation can be used by businesses like yours for a variety of emails, including:

  • Emails of welcome
  • About shopping cart abandonment
  • Requesting review or feedback
  • Recommending products or services
  • Emails that promote products, events, or webinars
  • Emails of re-engagement
  • From RSS feeds
  • For birthdays and anniversaries
  • Email newsletters

The more information your company has about an email subscriber, the more you can personalise their experience. Increased personalization allows you to create a better, more persuasive experience, which can lead to meeting your engagement, lead, and sales goals.

Subscribe to various newsletters from B2C and B2B companies if you’re looking for more email marketing automation ideas. Examine how they use what they know about you, from how you browsed their website to what you bought, to create tailored email communications.

Then, apply what you’ve learned to your email.

Why should you use email marketing automation?

Email remains one of the most effective lead generation and sales channels. Marketers have reported a return on investment (ROI) of more than $44 for every $1 spent on email.

However, achieving this ROI is more complicated than simply sending out a monthly newsletter or announcing your latest sales.

To get the most out of your email campaigns, send content that is relevant to your subscribers’ interests on a regular basis. You can accomplish this by automating your campaigns.

Promotes personalisation and tailoring:

Automated campaigns allow you to send emails to your audience based on factors such as when they joined your list, whether they opened previous emails, and what they did on your site.

Increase email open rates:

As a result, automated emails outperform regular emails by 70.5 per cent.

If you’ve ever worked on an email campaign, you know how difficult it is to increase open rates. Simply increasing the number of people who open and read your email content may make it worthwhile to automate your campaigns.

Boost email conversion rates:

However, the benefits aren’t limited to email metrics; companies that use automation earn 53 per cent more conversions and see an average 34 per cent increase in revenue.

Conversions and revenue are the two most important goals of any marketing campaign, regardless of your business model. Given that email automation improves both, it’s easy to see why so many businesses use it.

What factors should you consider when selecting an email marketing automation platform?

The first step in launching automated email campaigns is deciding which platform to use.

If your current email provider offers this feature, sticking with them is the simplest option.

If not, you’ll need to look into your options and choose the platform that best fits your company’s needs and goals.

However, as you research your options, you should keep the following in mind:

Drip marketing campaigns:

Creating drip email campaigns for your subscribers is the simplest way to start with email marketing automation. These campaigns include a series of pre-written emails that are sent to subscribers based on their signup date.

So, if a site visitor provides you with their email address on a page about a service you provide, you could add them to a drip campaign about that service. This campaign could send them emails one day, one week, three weeks, and five weeks after they sign up. Each email could contain data.

The first emails in drip campaigns contain top-of-funnel content, such as general company information or links to other resources on your site. The subsequent emails provide more detailed information about specific products and services, as well as compelling calls to action that encourage conversions.

The primary goal of drip campaigns is to stay in touch with your new leads and provide them with information that will encourage them to become customers.

Triggered emails:

Triggered emails should be sent in response to specific actions on your site, unlike drip campaigns, where the content is pre-determined before a user even signs up for your list. Shopping cart abandonment emails are a prime example of this. Send these emails when a user visits an e-commerce site, adds something to their shopping cart, and then leaves the site without completing the purchase, as the name implies. These emails remind users of a specific product they want and make it simple for them to buy it.

Triggered emails like these are beneficial to businesses of all sizes. In fact, they can boost conversions by up to 50%.

Of course, for businesses other than e-commerce, the shopping cart abandonment strategy will not work, but the same basic principle is easy to apply to many on-site actions.

Email triggers for B2B companies could include visiting a specific service page, downloading a free guide, watching a video, or using an interactive tool such as a quote calculator. All of these actions indicate that a visitor is engaging with your site, which allows you to follow up with additional information that will entice them to convert.

Campaigns for lead nurturing:

Lead nurture campaigns are the most advanced type of email marketing automation available today.

While drip campaigns have the advantage of keeping in touch with a subscriber on a regular basis, lead nurture campaigns combine the two. No two leads follow the same path to becoming a customer or client and leading nurturing campaigns account for this. They enable you to send emails based on a strategic distribution schedule that takes into account both time and user behaviour.

So, if a subscriber consistently opens all of your emails but only clicks links related to a specific service, you could tailor your future communication with them by only sending emails about that service.

However, if one of your subscribers rarely opens your emails and never clicks the links in them, you could send them an email asking them to update their subscription preferences. This allows you to provide relevant information to each of your subscribers on a consistent basis and tailor your content to their specific needs.

You can be confident that your company is getting the best possible results from your campaign if you provide the best possible email experience for each of them.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

What is the importance of personalised marketing?

Personalisation has transformed marketing from the ground up, improving the consumer experience and, as a result, increasing corporate profitability. Personalised marketing is the implementation of a plan in which businesses send personalised information to recipients using data collecting, analysis, and automation technologies.

Personalised marketing aims to fully engage customers or prospective customers by connecting with them as individuals. However, many businesses continue to struggle with the implementation of personalised marketing. Overzealous people appear creepy. Lazy people make do with adding the first name to email subject lines. Some don’t even try.

This approach varies from traditional marketing, which mostly depended on casting a wide net in order to gain a small number of customers. Traditional marketing prioritised quantity above relevance. Now, analytics have become more advanced, and data on individual prospects rose in volume. Resultantly, marketers now use both to provide prospects with the most relevant message at the right moment.

Benefits of Personalised Marketing

According to an Epsilon survey of 1,000 consumers aged 18 to 64, 90% find personalization appealing. When methods are successfully implemented, it boasts an improvement in customer experiences, boosts revenue and increases brand loyalty.

How to create a personalised marketing strategy?

Understand your customers’ demands and collect data

Every customer expects you to understand their wants. Surveys and user testing are simple methods for acquiring important consumer information. You can also embed a code on your webpage that can assist in collecting data such as clicks, time on site, abandoned shopping carts, transaction history, and much more.

Analyse the data and act on it

Capturing data, developing analytical capabilities, and creating adaptive websites are all important to a business, but they are most valuable when they are completely linked with one another. Thus, after only a few weeks, your customization solution should be ready to give clients relevant content recommendations.

Applications of Personalised Marketing

Personalisation is now fully expected by the average consumer in every campaign your brand performs. Here are some examples of tailored campaigns that can result in a lot of success.

Email Marketing

Personalisation is being used extensively in email marketing scenarios. Marketers can use personalisation to build and send personalised emails to a specific population with specific demands. Moreover, improving your understanding of your target audience is critical to boosting the relevance of your email content.

6 Tips for Successful Email Marketing - Calla Digital

Messages sent through this channel are non-intrusive, easy to consume, and extremely customisable. Email subscribers can receive offers that are specifically suited to their demographics, psychographics, and behaviour by using dynamic content.

Social Media Marketing

Interacting with customers and potential customers on social media platforms can help boost customer satisfaction and brand loyalty. Social media has swiftly become the backbone of multichannel initiatives, assisting in the continuation of online interactions that keep businesses in the thoughts of prospective customers.

Social Buzz: why isn't social media marketing as much fun as it used to be? | The Drum

For instance, Twitter accounts dedicated to customised customer care are examples of increased customisation. Additionally, as is Instagram’s recent vast range of data collection features for stories, such as the emoji slider and the poll.

Marketers can collect answers and customer data from social media channels by sending highly targeted and relevant social media messages using automation, which helps improve communication and boost conversions.

Video Messages

Using videos with unique messaging to keep clients interested can be a very effective strategy. This includes social media videos that display your name and any personalised information you may have put in your profile.

Although this form of personalisation is memorable for your audience, it can be time-consuming if you do not have the proper automated technology in place. Hence, ensure that you have the necessary tools and resources to make this as scalable as feasible.

Product Recommendations

This type of campaign collects data to assess what type of product, service, or offer a user is likely to be interested in and tailors recommendations appropriately. Because it works, this is a rather popular strategy.

Customers can score these campaigns and provide comments depending on whether or not they enjoyed them. This makes it much easier for clients to sort through what they like and don’t like without having to go through the hassle of watching everything.

Personalised Marketing Tools

You can’t create an email for each consumer by hand. You can’t create an ad for each prospect by hand. However, you must maintain that appearance, which necessitates the use of the proper tools. What you’ll need is as follows:

Data Analytics Platform

The analytics platform assists advertisers in collecting behavioural data such as page views, email sign-ups, and other metrics. Marketers use behavioural data to build targeted marketing. In this category, popular platforms include Google Analytics, Heap Analytics, and Crazy Egg.

Google Analytics

Data Management Platform

Data management platforms collect information from numerous sources and then share it with digital ad buyers and publishers. This tool is useful for marketers who want to create personalised advertising campaigns using user data.

Customer relationship management software (CRM)

CRM software serves as a reservoir for customer data. This implies that whatever information you acquire about potential consumers, such as their name, email address, or order history, can be saved at this hub. You may use CRM software to see who interacts with your organisation and how they connect with your marketing initiatives.

Post-click landing page Platform

It all comes apart without a post-click solution. This is your best option for gathering prospect information right now. Therefore, it’s also the most effective technique for moving customers to the next level of the funnel.

Challenges of Personalised Marketing

When it comes to personalised marketing, there are hurdles, just as there are with every marketing strategy. Let’s look at some of them:

Choosing the Best Technology: With data and automation driving the wagon, it is important to choose the technology very carefully.

Creating a Single Customer View: According to research, marketers have difficulty linking data to individual customer profiles.

Smart Segmentation Implementation: Smart channel segmentation isn’t just for show; it actually improves performance. However, many marketers are still unable to move beyond simple segmentation tactics.

Time and Resources: It is critical to devote time and resources to developing an effective personalised marketing strategy.

Final thoughts

Why using the wrong kind of personalisation is costing B2B brands sales – Marketing Week

Consumers increasingly demand greater personalisation throughout the purchasing journey than ever before. However, if you don’t tailor your personalised marketing plan appropriately to each individual, they won’t feel involved. Consequently, they will be less inclined to buy from you. Thus, a well-customised marketing plan can be the most valuable thing your company has to offer.

Get in touch with us at Shaktiki to learn about how you can implement effective marketing strategies: https://shaktiki.org/contact-us/ 

How to grow your Email list?

Emails have become one of the best ways of communication in the 21st century. They are the official communication channel. Its twin benefits of massive reach and high return on investment make it such an immensely popular medium. This is why email marketing is not dead. But what about your email list?

What is an email list?

An email list refers to a collection of email addresses with a business. This list is generated as customers submit their emails to receive updates or some content from your company.

These are also known as ‘subscriber lists’. The thing to note about such lists is that they get smaller as people unsubscribe. Additionally, they grow as you continue to collect more addresses through the process of lead generation. 

However, it’s important to remember that your contact database for email marketing keeps shrinking. How?

This can be due to multiple reasons beyond people choosing to opt out of your email subscription. They might abandon an address they used only to fill out your forms. Otherwise, their address might change as they move from one company to another.

In this case, it becomes a marketer’s responsibility to add new contacts and ensure the growth of the list.

What are the ways to grow your email list?

Purchasing emails is not the way to generate effective results for your company. Instead employing some strategies can be a better way to organically grow your audience. We have listed many such methods below:

Make sure you offer unique and fresh content

The one guaranteed way that will help you grow and retain subscribers is good content. Make your emails informative, engaging, entertaining, and valuable. Consequently, recipients will enjoy it and always look forward to it. Chances are they might forward it to others which can give you more exposure and a longer list.

Promote your subscribers to share your emails

The best way to promote your subscribers to share your email is to include social sharing buttons. For marketing emails, it can have an  “Email to a Friend” button. This will make it easier for them to share. On the other hand, it can give you more recipients.

Additionally, include a “Subscribe” Call-to-Action (CTA) as a simple link at the bottom of your page to let people opt-in.

Add links across your site for sign-ups

Adding more subscribers to your mail list can be possible if you create Call-to-Action (CTAs) linked to offers on your website to capture email sign-ups. You can add this link at the homepage, ‘Contact Us’ page, or the ‘About Us’ page.

Ask visitors for some feedback

Everyone enjoys giving feedback as it puts the focus on them. Using this to your advantage, ask visitors on your website to fill a form. It can include what questions they have about your business. Most importantly, this form will help you collect addresses easily for the reason of following up with them.

Keep your forms short

Forms are a simple and direct way to gain valuable information from your customers, as mentioned in the method above. However, it’s important to not try to gain too much information at once.

Adding too many fields to your landing pages and lead-capturing forms can also drive people away. So, just keep a few fields for the beginning. More information can be collected at later stages. Keep your first goal – the need to retain them.

Offer attractive resources

Everybody loves free resources. This resource can be a free ebook hosted on a landing page that can ask visitors to provide their email for downloading the same. It can also be many online tools that provide solutions to customers. For this, you can ask to sign-up first.

How to grow your Email list?
Image Source: WP Beginner

Besides this, you can offer bonus content or free content. You can provide blog posts that can offer advice, tips, or provide solutions. Consequently, it can lure customers to submit their email addresses.

Add customer reviews on the sign-up landing page

Customer reviews serve as social proof for everyone. They speak volumes about the company and its services or products. Adding these reviews on the sign-up landing page can be an excellent strategy to leverage benefits from your past work. Reviews can add immense value and push people to sign-up and submit their contact details.

Use blogging to get subscribers

Having a blog provides a vast range of benefits. Besides increasing your ranking on search engines, one can generate blog subscribers to start email campaigns later.

Another way to use blogging to get subscribers is through guest posting. Websites that cater to similar but larger audiences should be approached. Make sure that you add a Call-to-Action (CTA) that allows readers to subscribe to your site’s blog or email newsletter. In this way, guest blogging can provide you with more email addresses through exposure.

Host online webinars

Webinars have become a trend lately. They are incredibly beneficial because they provide an opportunity to talk about your industry and access a large audience. Additionally, webinars are registered via email. So, you have their emails to add to your list.

Insert a Call-to-Action (CTA) button at the top of your Facebook Page or your Instagram bio

Building your email list can be easy once you know the destination. In Facebook’s case, a CTA button on your Facebook page can take your users to resources that require signing up or just the sign-up landing page.

How to grow your Email list?
Image Source: WP Beginner

For Instagram, your bio can be a good place to share information. Add a CTA button for the same purpose. Moreover, this also saves your customers time. Rather than searching your website,  this will directly take them to your site.

Post snippets of your email newsletter

You can add snippets of your email newsletter on LinkedIn. Then let users know that can access the entire edition after signing up.

Summing Up

Email Marketing has a great record of helping businesses to grow and prosper. To keep this growth, grow your list with the methods mentioned above.

There are methods to grow beyond this too. Contact Shaktiki for marketing solutions today.

 

Why is Email Marketing not dead?

What is that one thing that we check every day? Some people do that multiple times a day or maybe just after waking up. The answer is checking our email inbox. This activity gives us the basic reason why Email Marketing is not dead.

The advent of new technology and methods like virtual reality, chatbots, social media marketing, etc. has made us question the importance of email. However, according to statistics and research, Email Marketing should still be a priority in your marketing strategy.

  • As per Statista, 102.6 trillion emails are sent every year.
  • Additionally, Email is the first thing that 58% of people check in the morning.
  • According to McKinsey & Company, Email is 40x more effective at gaining customers than both Twitter and Facebook combined.
  • The return on investment for Email Marketing is noteworthy. Almost 18% of organisations attain ROI greater than $70 for every $1 invested.

These statistics will make you reconsider your thoughts on Email Marketing. Consequently, to be sure about it, we provide you with the most helpful facts below.

Reasons why Email Marketing is Alive and Thriving

  • Email Marketing offers massive reach

In 2020, Facebook had almost 2.7 billion users. While Twitter had more than 185 million. However, the number of global email users surpassed these figures as they reached a mark of 4 billion.

Anyone who is online definitely has an email address. Every application requires an email address while signing up. Be it Facebook, Instagram, or online stores, an email address is a prerequisite to use almost every platform.  Many statistics support this fact.

Your email reaches 85% of the people you send it to. Additionally, it has an open rate of 22.86%.  Hence, Email Marketing is often considered one of the most effective marketing techniques.

  • Email is the most preferred official communication channel

There lies a significant difference between email and social media. The former is considered the “official” medium. Social media serves the purpose of entertainment. Consequently, people don’t consider a message sent on social media to be an ‘official’ communication, unlike email.

This presents a clear demarcation. People use social media to see updates and photos which they eventually forget. Whereas email is for official purposes which includes information about products and services.

People subscribe to emails from companies for such details and they expect commercial messages. But this does not apply to social media. Statistics also reveal that 91% of US adults like receiving such promotional emails from the companies they have subscribed to.

  • Email Marketing produce Highest Return on Investment

A very popular fact in the marketing industry is that for every $1 spent, Email Marketing consequently generates $44. This high return on investment is a result of the nature of email-based communication.

Common mediums of advertising like print, TV, or other media do not have a specifically targeted audience. The advertisement reaches consumers who may or may not have any interest in the product or service.

Whereas email marketing allows marketers to send targeted messages to the subscribers. Additionally, Emails can be personalized in order to increase relevance. Following this, the engagement and conversion are also increased.

Comparing Emails with social media brings out a similar conclusion. Social Networking sites deliver status updates irrespective of a follower’s location, hobbies, and habits.

Moreover, your email has a better chance of reaching your target audience than a post on Facebook.  The social media platform is encouraging companies to use paid advertising by making their posts appearing only for a limited time on the newsfeed. Hence, personalized and persuasive emails can work better than simple posts.

  • Maintaining and Regaining Customer Loyalty

Maintaining customer loyalty is one of the most difficult tasks for a business. This is important to have people who regularly purchase your products or services and spread the word about the same.

For this, an effective email marketing campaign can be developed that increases customer engagement. An email list can be used to send exclusive deals. This will serve as a reminder of the new products and services.

Another major problem that businesses face is regaining customers. It is very difficult to regain a lost customer. However, different types of emails like inactivity emails, VIP offers, renewal emails, onboarding emails; etc can help retain them.

Outdated Strategy

Despite the fact that emails are an integral part of our modern life, we still choose not to check some emails. These are often from shopping websites, online stores, or other commercial sites. This doesn’t mean that Email Marketing is not effective. However, this situation calls for a fresh strategy.

Here are some suggestions to benefit from Email Marketing:

  • Use Mobile-friendly templates

People love to access everything from the comfort of their mobile phones. Most people use their phones to check their email in the morning.  A mobile-friendly template will lower your bounce rate ensuring a good user experience.

  • Strategic utilisation of metrics

Tracking metrics can aid marketing efforts by explaining the behaviour of email subscribers.  They reveal data on how and when people are interacting with the emails, for how long; etc.  Hence, they report the success and failure of the marketing strategy.

  • Personalised subject lines

Generic content simply does not work in this competitive marketing world. For Email Marketing, the effort to personalize content starts with creating the subject line. This single line determines the open rate of the email.

  • Adopting GDPR standards

Compliance with General Data Protection Regulations (GDPR) means that readers give clear permission to receive marketing emails. GDPR is created to protect the data of consumers from brands and allowing access to it provided they trust the brand. However, this benefits marketers as they can send emails only to those who are genuinely interested in their brands.

Summing up

Email Marketing is not an outdated marketing technique. But some of its practices are. The need is to remove and replace them with interactive elements. This holds true for almost every marketing technique. It’s not the technique but the way they are implemented that needs a change.

We at Shaktiki can help you make such changes in your marketing strategy. Get in touch today and book a free consultation.