A guide to automating your Online Marketing process »Compa Marketing

It's no secret: Your email inbox can quickly gain storage. When you start a conversation with someone via email, the number of emails that follow will grow so gradually that you feel like your day is getting tired of messages going back and forth. However, you still feel compelled to respond individually so that the answer is original and personalized, especially if it is a potential customer or customer worthy of that personal attention.

Don't forget you also have a business to run. You need a solution that maximizes your time, reduces your efforts on email, and keeps people engaged. Fortunately, automation software For email is available to help you regain your day while keeping the lines of communication open.

In this guide, we'll share our top tips for building marketing automation strategies, email personalization, automated hacks and more.

Benefits of automated email

Although initially related to the field of manufacturing, automation has become a hot topic in more diverse areas, like marketing and customer service. In fact, we now see automation playing an important role in many markets and industries, as companies seek to reduce operating and labor costs in an effort to optimize profitability. their profits.

For small businesses, here are three of the top benefits of automation:

1. More personalized

personalize your email

Personalization is key in any marketing effort, especially when it comes to email marketing.

But as any marketer knows, creating highly personalized and targeted campaigns can suck hours from your day.

That's where email marketing automation works. These systems can track customer participation in your content, build campaigns based on their observed interests, and provide them with the types of content they have shown interest in. mind, thus ensuring higher conversions and fewer subscriptions.

And best of all, it can do so with greater efficiency and precision than any other employee.

2. Save time

Another important benefit of email campaign automation is the gift of time. These systems can bear the burden of manual labor needed to create highly personalized campaigns, giving your marketers more time to come up with new and creative ways to reach your customer base.

Automated email marketing systems also allow you to integrate their functionality with software project management and CRM present . This aggregates data in real time on different systems into one location, which can then be used to automatically send emails based on trigger events.

Workflow management programs, for example, can be especially indispensable in keeping your team in touch and on track. And when you take advantage of the integration of different business systems with email automation, you can brainstorm, plan, execute and analyze an entire campaign from one system.

It is not much more efficient than that.

3. Development according to scale

Last but not least, automation ensures that businesses of all shapes and sizes can grow almost indefinitely without having to hire new marketers to help catch the slowness. .

The core benefit of automation is tremendous processing power. As the capacity of your business increases, an automated system can meet your growing needs much better than a new employee can, especially when performing easy tasks. automatic.

Email automation strategy

If there's one area where automation has a real impact, then it's email marketing. Last year alone, more 44% of email recipients made at least one purchase as a result of targeted electronic communications.

Here are three marketing automation strategies that can help you boost your profits:

1. Use campaigns to nurture potential customers to target customers

The first step in any successful marketing campaign is to create leads. Unfortunately, most organizations handle foster lead the same way, every time. The obvious problem with this is that the nurturing process can take longer if your potential customers aren't getting targeted content.

By using marketing automation, you have the ability to automatically segment leads based on their interaction with your website and content.

Most email marketing programs offer list segments along with link tracking to help identify what potential customers are responding to. From there, you can connect the dots between their unique customer journeys to deliver targeted content that turns potential customers into customers faster.

2. Create effective dripping campaigns to stay in touch

Most customers don't buy during their first interaction with you. Keeping in touch is very important to get that sale.

Fortunately, most email platforms support drip campaigns, essentially a series of emails that are automatically sent to recipients in a series of days or weeks. While it will take a considerable amount of work to create content for your email, creating a drip campaign can be an extremely effective way to nurture potential customers and always remind them of value. you provide.

3. Create customer loyalty with marketing automation

Once you have made a sale, marketing should not stop. However, many small businesses do not invest in attracting and retaining existing customers.

Why not? For most, the reason is simple: They don't know how to do it effectively. This dynamic marketing automation changes. For example, here are three ways to promote marketing automation to build customer loyalty:

  • Tracking loyalty: Measure loyalty by tracking the points of contact and ask customers how you feel about your product / service throughout their journey.
  • Build brand advocates: Use automation to identify who supports your brand and offer incentives to encourage referrals.
  • Personalize experience: Use data to segment customers and automate to deliver the right content to the right customers at the right time.

How to automate email: Five ideas

E-mail automation chart

Once you automate your email, you will certainly have more time. Even better is the fact that your customers will no longer have to wait to hear back from you with answers or confirmations. The longer they wait, those customers or potential customers will go elsewhere.

Automation keeps them with you and gives you time to provide a personal experience when they need that level of attention. The more you can automate, the more you can use your time to not end up with a bad behavior that hinders your success.

Here are five ways you can automate email:

  1. Contact form: Instead of making your customers wait for responses to their requests, you can have one Automatic email response go out as soon as the customer completes a contact form. The answer may also correspond to a category your client chooses to determine what their reason is for contacting you, such as a price or complaint question.
  2. Repeated request: Automation software also handles emails that you find yourself typing over and over again. Instead, create an automated series of outbound emails and include specific information that may be important to your customers. A good place to start? Look through your diary for popular customer support questions and answer them in a series of automated boarding emails.
  3. Workflow of the event: Do you host live events? What about online events, like webinars? You can use automated email to process event registration and communicate with attendees before, during and after the event. For example, you can set up email to remind customers to attend webinars and after webinars, send them audio recordings.
  4. Shopping cart abandoned: When someone adds an item to their cart but doesn't complete a purchase, you can activate an email to remind them of that item. This email may even include a special coupon code to encourage customers to complete their transaction.
  5. Purchase reminder: Do your customers often buy in predictive cycles? For example, if you sell tax software, you definitely have a strong sense of when customers will buy next. Enter past customers into an automated email series to remind them to complete the tax with your software each year in tax season.

How to automate rejoin campaigns

The average email marketing list loses 25% of contacts annually. For many businesses, the incidence of tooth decay is simply unacceptable. Fortunately, there is hope for businesses looking for a cost effective way to regain email marketing contacts.

Here are our tips for creating rejoin emails:

1. Identify all your inactive contacts

The first step in any successful re-engagement strategy is clear: you need to identify all your inactive contacts. This process follows the steps below:

  • Choose a starting metric that helps determine the age of each contact. This could be the day they become a contact or the day they first convert, become a customer, or even receive their first email. Your choice of data will determine which contacts you focus on at the later stages of the re-participation process.
  • Determine the average length of your company's purchasing cycle. This is usually the period of time between the first contact and the end.
  • Determine contact time must be inactive to be officially considered dormant or inactive.
  • Determine how you will track inactivity. Typically, this requires tracking specific actions like opening an email or clicking.

2. Build a comprehensive inactive contact list

Next, you need to build a comprehensive list of all eligible contacts that are inactive. Also, be sure to use the teen user age roll logic to capture each inactive contact beyond the established and officially inactive age cut. Your list, on the other hand, won't account for customers and potential customers become inactive after you create and run the workflow again.

3. Select the type of email redo for each inactive contact group

When your list is ready, it's time to choose an effective email re-engagement type. If your inactive contact list is broken down by buyer character or other criteria, you can definitely use many types of emails. After all, automatically personalized emails are a great way to attract potential customers.

The main types of rejoin emails are:

  • Update email options: These emails ask the contact if they want to receive emails less often, or customize their content preferences to ensure the content is more relevant.
  • Survey responses: These may be classic questions about how we conduct surveys or more nuanced questionnaires designed to reveal why contacts don't work.
  • Incentives to join: Free or discount offers based on each contact's past purchase history.
  • Emotional appeals: These are usually variations on the email style that we miss you. Although they may work for certain buyers, they may actually backfire with others.
  • Opt-in based on deadline: The resort's final approach requires a contact to opt in to contact by email by a specific deadline. Since many recipients may not opt ​​in, this is an effective tool to narrow your contact list and increase contact quality.

4. Choose an effective email template

The most effective re-engagement emails use predefined templates with proven aesthetics and sharp, clear, engaging contact to complete the desired action. Choose the template that best suits your needs. Remember that different interactive emails may require different types of templates, so there's no need to stick to one template for each scenario.

5. Create your email (s) and save for automation

The next step is to create your email. Follow some worn email marketing tactics for higher open and click-through rates:

  • Clearly and concisely outline your email's value proposition in the message body
  • Make sure the copy makes sense in the context of your rejoin type
  • Using clean, clear aesthetics supports your company's brand
  • Include a strong call to action in an easy-to-see location

Once you have compose the email, plug it into an automation platform.

6. Build and activate your workflow

Next, it's time to build and activate your workflow. Set up workflow (s) according to the type of email you are sending and what will naturally follow.

7. Set parameters for a successful rejoin campaign

Once your workflow is automated, put the finishing steps into your re-engagement by setting clear parameters for each campaign, such as email frequency, content type, subject, etc.

Personal email

To keep up with all the emails you receive, you may want to set up a canned email that you send to everyone. Keeping it generic means you can send it to anyone; It feels like you are regaining a part of your life.

Except for people who don't respond to general emails very much.

General marketing emails, although they are sent with good intentions, may still appear as spam to the recipient. The way to combat this is to personalize your email. Seventy-four percent Marketers say that personalized targeting increases customer engagement. Personalization creates experiences that are directly relevant to them, using data you know about them:

  • Their name
  • Their position
  • Other relevant demographic data
  • Psychological data
  • Purchase history
  • Interact before with your web pages

This data can be added to the subject line or body of the email, giving the email the feeling that it was written for the recipient only. The difference between reading a shared email, a robot as opposed to a personalized email, is pretty intuitive. People respond when messages feel good.

20 ways to personalize email

It's no secret that a personalized email will always beat a generic email. Here are 20 easy ways to improve your email with personalization, from adding small, personal contacts to experimenting with the best cases:

Add a personal touch

  • Send plain, unbranded emails from you, not your company
  • Write as if you were talking to a customer
  • Use the subject line you send to your friends
  • Include a headshot in your signature
  • Change click, unsubscribe, switch to the network let me know if you don't want to hear from me anymore
  • Mix marketing messages with funny videos, personal photos and holiday greetings

Create magic with the best case

  • Call the contact by name, i.e. Hi Hi, (Name))
  • Name other contacts, such as the client's spouse or children (if appropriate for your product or service)
  • If you know who you are, for example, Know Who You Are (Job Title), I think you might be the best person to talk to at (Company Name)
  • Refer to the current day, ie there is a great (Day of the Week)
  • Make old content new, ie (Month) (Year) Newsletters
  • Talk to the town of a contact person, what is the weather like in (City) today? "
  • Think back to the first time you met by referring to an event or venue

Write at the right time

  • Answer quickly, but not too quickly, by automatically answering the timer late
  • Win at phone cards by using automated email to track missed calls
  • Check downloaded resources by personal message
  • Happy birthday to all customers

Send them what they want

  • Use segments to personalize by tagging customers based on interests and behaviors
  • Personalize the next proposal with automation
  • Ask what they want via a web form

Marketing automation hacks

The term Japanese growth hackers have become more popular. What does it mean? The goal of growth hacks is to build a self-executing marketing engine, reaching millions of people with little or no marketing budget. Growth hackers are a hybrid of engineers and marketers prioritizing product tuning for better marketing performance than traditional marketing methods.

And - you guessed it - growth hacks can also apply to marketing automation.

Here are four marketing automation hacks:

1. Force violated with incentives

If you want to attract a large number of new and consistent customers for your business, without having to pay them, you may want to consider forcing violations with incentives. Toxicism is encouraged to range from mandatory (for example, preventing customers from continuing to use your service until they invite their friends), to provide a mild incentive (for example, providing reports or eBooks in exchange for tweets).

In some Zynga games, you are required to invite friends to reach the next level - this is mandatory. Dropbox, on the other hand, takes a more moderate approach. When you run out of space on Dropbox, you have the option to invite friends or pay to get more storage.

The great thing about this strategy is that it can be fully automated and personalized to provide customized offers and messages to different users based on their activity.

2. Make yourself obsolete

A side-by-side approach to hacking the growth of your business is to eliminate human error and improve the level of potential customers by automating your sales process.

For example, augment your sales process by converting manual leads to automated sequences. Result? Meet Joe, the vending machine. Vending chains like this allow you to standardize your messages and reduce response time.

This last point is particularly profound. In 2011, a word study Harvard Business Review for see that you are seven times more likely to convert leads if you answer them within an hour compared to after an hour and 60 times more than when you answer after 24 hours

While the fully automated sales team may not be feasible or appropriate for your business, you may be able to automate aspects of your lead quality testing process, solving your free time for more creative and more valuable work.

3. Create super targeted content chain

Suppose you are in a sales meeting with a potential customer. Unexpectedly, customers mention that they are not sure they can pay for your service. What is your occupation? Perhaps you offer a payment plan or assure them that discounts will not matter. This ability to create a messaging framework for real-time customer actions is a major advantage of live chat and the major drawback of traditional online marketing.

Enter super targeted content string. While it can be difficult to pronounce, we're referring to chains that learn more about customers over time and use that information to change the angle of your offer to that particular customer, like You do in a live chat.

Wishpond Do this especially well with blog content their . For example, if you fill out a form on their website that shows your interest in real estate, you will notice that their blog starts showing content about online marketing to real estate. Even banners and their offers promote real estate marketing guides.

Conclusion

With automation, you can establish a solid foundation with fast and reliable group communication. Next, improve generating leads by using automation to help create targeted content. Once customers have joined in, stay in touch with an email drip campaign. Finally, after sales, use the latest marketing automation technologies to improve customer retention.

Finally, marketing automation is designed to save you time and help your organization generate sales as quickly as possible.