How Can You Perfect Your Email Automation?
25 Oct 2018
A well-designed Email Automation campaign can deliver great results for your business. Whether you are looking to nurture and retain existing customers or attract new ones this is the tool for you. Email Automation helps you communicate the right messages at the right time for better results than broadcast emails.
Email Automation is about catching people at the right moment when they are ready to act. According to Epsilon, automated emails get 119% higher click rates than broadcast emails.
Businesses who connect with customers through automated emails see conversion rates as high as 50% according to eMarketer.
One of the main benefits of Marketing Automation is the insights it provides into who is visiting your website. So rather than just telling you 500 people visited your website. Marketing Automation platforms such as SharpSpring can identify your visitors. It matches their email address to their IP address giving you their name and the ability to track how they engage with you.
Turning website visitors into actual individuals provides you with better insights into how potential customers are engaging with you. It also helps identify how likely they are to become a customer by assigning a lead score.
Once you are armed with this information, you can use Email Automation to gently nudge these leads further along your sales funnel until they convert and become a customer. Beyond conversion, you can also use Email Automation to delight and retain your customers to ensure they continue to buy your products or services.
Let’s take a look at some of the ways you can perfect your Email Automation strategy to get the best results.
Segment your Email Lists with Email Automation
Segmentation is perhaps the first and most critical step to ensuring a successful Email Automation strategy. Segmenting your email lists helps you create emails based on behavioural factors and demographics to ensure your emails are effective.
Research shows that email segmentation results in 54% more click-throughs and 14% more opens than generic email blasts.
Having a complete picture of your audience’s interests and behaviours will ensure your Email Automation messaging is relevant. This increases open rates, conversions and customer experience will improve.
Personalise Automated Emails
Today’s consumers expect you to treat them as unique individuals and generic blast emails should be left in the past. If you are not treating each recipient as an individual then you are not doing email marketing properly.
According to Experian, personalised email receives 29% higher open rates and 41% higher click-through rates. Even by simply including your customer’s name in the email subject line you can boost engagement by 22%. You can also include specific information like company name or purchase history can build trust and familiarity.
Optimise your Call to Action
The whole purpose of your Email Automation campaign is to encourage your leads further along the sales funnel. This could be by downloading a piece of premium content or to get in touch. Whatever the call to action is it’s important that its optimised to help the recipient find it and take it.
Your audience will not scour your email copy for a call to action in order to take the next step. It’s up to you to make it easy for them to convert by placing them where they’re easily seen. Consider positioning the call to action at the bottom of your email. By doing this you are more likely to get a response as they will have just read how you can help them add value to their business.
If you would like to find out more about developing an effective Email Automation strategy and how it can help you grow your business, request your free SharpSpring Demo.
Request your free SharpSpring Email Automation Demo
Learn how SharpSpring works, what it can do, why businesses need it, how the different features and functions work, what it costs, and much more. This won’t cost anything, just 20 minutes of your time, in return, you’ll be truly amazed by what Marketing Automation will do for your business.
Perfect is a SharpSpring Platinum Partner and Leading Customer Acquisition Agency specialising in Sales Lead Generation, through Marketing Automation.