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- DONE BY OUR FOUNDER RUI NUNES
Email Marketing and Automation should be all about relevancy to your audience.
Respect your audience and give them what they want. Not what you want to say. It’s all about what they can benefit from what you’re communicating.
Ask their permission first. Once you have it, make sure you deliver on the promise.
Email Marketing and Automation Done Right
Email Marketing
Email Marketing represents approximately €44 for every €1 spent. That’s massive ROI if you think about it. It’s also the main reason for so many people keep doing it wrong.
With that massive return of investment, it works even when you grossly spam people or send annoying email messages.
But when you do excellent Email Marketing, the outcome is really amazing. Check some of the Do’s and Dont’s that were inspired by our friends at Campaign Monitor.
Grow Your List
Using Permission-Based subscription forms.
Opt-in all the way
Your audience needs to know what they're subscribing to. You must be clear about the content you're going to send them, the regularity of each newsletter and if you're sharing the data with someone else.
Buy Your List
Acquire your list through other procedures other than opt-in
There's no shortcut
If you buy or use email addresses from people that haven't subscribed directly to your brand, you're going to end up with spam complaints and with terrible sender reputation.
Greet Your Audience
Make your subscriber feel welcome by sending a welcome email
Welcome Your Subscriber
As soon as someone subscribes, send a welcome email with next steps, what they can expect from future newsletters. It's also an excellent opportunity to engage them into a second goal.
Ghost Your Subscriber
Now that they have subscribed, you disappear into the mist.
Ghost Them
They've done what you want and have subscribed. But now, they only hear from you again in a few weeks. Do you expect them to remember your brand? That they've subscribed to you?
Subject Line & Pre-Header
Catchy, attention-getting subject line and pre-header
Optimize for Mobile
If you have a smartphone, you might have noticed that the pre-header text plays a huge role in someone opening your email. If the subject line and pre-header work hand-in-hand, it will perform better.
Forget to Use Pre-Headers
So, you're one of those who send emails with a "if you can't see..."
Don't forget the Pre-Header
Don't forget to use everything that email technology allows you to take advantage of visual real-estate. The pre-header and first sentences of your email play a considerable role in the success of your campaign.
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Segment Your Audience
Make it relevant
Relevance through Segmentation
If you segment your audience, you'll be able to understand to which individuals you should send a specific content. They'll reward you with sales.
Send Email Blasts
Send the same email to everyone
Email Blasts are so 1998
If you send the exact same email to everyone, you're missing out. Not everyone is in the same stage of the buying cycle. You need to understand which of the subscribers need to receive each content.
Get Personal
Personalization can represent almost 26% more opens
Personal to the Core
If you can make use of personalization in your email subject lines or pre-header, it can represent more than 26% of higher open-rate.
Make it as a Poster
It's like having a poster in the lounge
As generic as it can be 🙁
If you're sending emails as if you're making statements and announces to everyone, you're doing it wrong. It's like having a poster in the hotel lounge. Nobody notices it unless they have to while waiting.
Use Marketing Automation
Create customer journeys and nurture your leads
Marketing Automation Done Right
Use Marketing Automation to send the most relevant email messages to each individual according to their customer journey or storytelling process. Nurture leads according to their status.
Keep Sending One-Off Emails
It won't create a coherent communication flow
Disconnected Messages
When you're not using the benefits of Marketing Automation, you're missing big time. The messages will seem disconnected, and your results will become weaker as time goes by.
Check the Email Marketing and Automation Solutions
If we can be of assistance to your Email Marketing and Automation needs, feel free to reach out.
Tailor Messages to Your Audience
Make use of dynamic content to deliver a tailored experience
Dynamic Content to the Rescue
Fortunately, you don't need to create a hundred different messages to make a tailored experience. Dynamic content will create personalized email marketing to each individual.
Use the Same Images and Copy to All
Again, it's like one size fits all
Everyone is the Same
Everyone will get the same images, copy and colors. Are your audience exactly the same? Then, why are you sending the same message to everyone?
Test Everything
A/B test everything before jump to conclusions
Easy A/B Testing
Even the most experienced email marketers in the world don't know how each individual or segment will receive some emails. That's why we need to test everything before sending out.
Just Trust Your Judgment
It seems that you have a crystal ball in your hands
Are You a Psychic?
You must be a pretty good one because you know how all the people will react to your email. That must be amazing. The problem is that it doesn't reflect in your results.
Improve Based on Data
Check your analytics and reports to know how to improve
Analysis is Everything
You can only improve if you know what happened before and where you can do something to get better. Data analysis and thorough reports are the base of constant improvement.
Ignore Your Data
Disregard the previous reports and results
No Room for Improvement
Again, you must be trusting a lot in your gut feeling. How can you know that you're doing better than in the previous emails if you don't analyse and report it?
Marketing Automation
Marketing Automation is THE trend in Digital Marketing. The reason for that is simple: huge benefits.
Did you know that when you use Marketing Automation, you have a 53% higher conversion rate from marketing response to a qualified marketing lead?
In B2B marketing, it has revealed a 10% increase in the sales pipeline contribution. Overall, 20% of the sales increase is attributed to automated lead nurturing.
Did we need to say more? Check some of the Dos and Don’ts of Marketing Automation bellow.
Where Your Team Can Save Time
Check where your team can benefit from repetitive tasks
Save Time and Money
Optimize your team's time and effort by automating repetitive tasks, recurring activities and procedures. If it can be automated, do it.
Automate When it Should be Personalized
Using Automation when people ask for a human approach
Don't over Automate
Sometimes, the prospect is in a particular customer journey that requires a personalized approach and not an automated one. If you automatize too much, it can backfire and let someone down, losing a sale.
Automate What Already Works
Use what your sales reps already tested and proven it works
Use What Works
Your sales reps already tested a lot of processes and know your customers better than anyone. They know what they need to receive in each sales process. Automate it accordingly.
Lose Perspective
Keep your focus in your target market
Target Market is Everything
Keep in mind your target market at all times. It would be best if you were as specific as possible with the rule criteria to make sure which contact, lead, prospect it will impact. Otherwise, it will do more harm than good.
Audit it Constantly
Make sure that everything runs smoothly at all times
Audit is Vital
Review all your workflows, rules and criteria at all times. Sometimes, there are times when you need to change almost everything because of social, political or economic influences.
Over Automate
Don't over do it and keep it simple
Over Automate is a Thing
Sometimes we can be carried away and create rules that can overflow over others. Make sure that messages and workflows are simple and don't compete between them.
Check our Email Marketing and Automation Solutions
If we can be of assistance to your Email Marketing and Automation needs, feel free to reach out.
Email Marketing and Automation is one of the most effective stacks of digital marketing you can find. Email is universal. Everyone has access to it in the digital world.
Marketing Automation is much more than sending emails. Is to coordinate different communication channels to automatically display relevant messages to each person according to specific criteria. It’s SMS, Dynamic insite content, Push notifications, Retargeting ads, emails and even letters or voice messages. All coordinated to keep your prospect engaged with your brand.