Posted by Marketing & PR on 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. Email Automation helps you communicate the right messages at the right time for better results than broadcast emails.
Email Automation is all about catching people at the right moment, when they are ready to act and when executed well the results are outstanding. According to Epsilon, automated emails get 119% higher click rates than broadcast emails.
One of the main benefits of Marketing Automation is the insights it provides into who is visiting your website, rather than telling you 500 people visited your website Marketing Automation platforms such as SharpSpring can identify your visitors and match their email address to their IP address to give 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 and 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 stay a customer and continue to buy your products or services.
Let’s take a look at some of the ways you can supercharge and perfect your Email Automation strategy to ensure you get the best results.
Segment your Email Lists
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 personalised and effective.
Having a complete picture of your audience, their interests and behaviours will ensure your Email Automation messaging is relevant and your open rates, conversions and customer experience will improve.
Personalise Automated Emails
Today’s consumers expect brands 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. Simply including your customer’s name in the email subject line is known to boost engagement by 22%. Also including 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 by taking the desired action. This action may be to download a piece of premium content or to get in touch, whatever the call to action it is important that it is optimised to not only help the recipient find it but to also 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 and make sense. Consider positioning the call to action at the bottom of your email as this is more likely to envoke action 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.
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