How To Get Started With Email Marketing Automation
Do you want
Email marketing is one of the most effective internet marketing methods and it is currently being used by thousands of businesses (small, medium sized and even the large companies).
Why? Because marketing with emails is inexpensive, easy to track and share and you get a very fast reach while building your brand and your tribe.
besides segmenting the list and write better content,
how can you get the most out of it?
Simply said, combining some ‘best practices’ with the right tools, you can deliver deep personalized suggestions to the people just looking for them.
This nice thing is called email marketing automation.
The process is very simple and it's based upon the IF → THEN concept.
First off, you have to create your buyer persona and plan your strategic marketing from the very first visit to the end sale to have clear all the steps involved.
Create a sequence of emails based on specific actions you want your leads to do.
Give every action a "score" to "rate" their interest.
Sort out the hot leads.
Nurture your hot leads by providing the kind of information they need in order to become your customers.
You either send emails when leads:
do a specific action
(open an email, click a link, visit a page)
do not do
the specific action you want them to do (if they do not open an email, you can send another email with that in mind)
The possibilities are endless and you can go as deep as you want.
How to set up a basic automation
(You need an autoresponder service which allows you to send 'smart emails' to your list).
Just remember the IF → THEN concept.
This process of IF ... THEN is what allows you to create a sequence of emails based on your lead's behaviour (we call this sequence of emails
First, you create a broad list of subscribers (for example: Newsletter).
You may want to create deeper groups inside the Newsletter list (the 'Segments').
This deeper segmentation is what allows you to send specific emails only to specific 'segments' and exclude the others.
When you select your Segment, then you need to choose the Trigger, that is the specific action your leads need to do in order to start receiving emails from you.
There are several options you can use as 'triggers':
"When a subscriber joins a group"
"When a subscriber opens an email"
"When a subscriber clicks on a specific link"
"When a subscriber visit a specific page"
But not always subscribers do act as you wish...
For example, they do not open your email or click a specific link.
In this case, your next email will encourage them to open the email and/or to click a specific link.
Often time, you just need to select the feature 'activate this workflow everytime ... (a lead does/does not a specific action) ...' and click on Save.
You can fully and quickly customize your email follow up by chosing the exact email to send, the frequency, the condition to be presented in order to send the email and the action the lead need to do/not to do.
There are certainly some ‘best practices’ to keep in mind when you are coming up with your emails.
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© 2017 by Marisa Specogna