Email marketing is far from outdated, in fact, automated email marketing is getting to be pretty advanced.
Emails have a 4,400 percent return on investment (ROI) rate. Basically, for every $1 spent on email marketing, businesses see a $44 return.
Since email marketing is still relevant and likely will be for many years to come, now is the time to get your business up to speed. If individually corresponding to your customers is getting to be unmanageable, automating your emails to maintain a customer relationship is easy to integrate! You can implement automated email marketing for your business in 7 easy steps, no knowledge of HTML required.
1) Build a contact list
Before you can send out your emails, you need a client base to send them to. This can be done in several places on the sales funnel journey. For example, a pop up on the website offering a discount, asking at the register, offering a free ebook sent to their email address, opt-ins on the website, social media posts, subscription based newsletters, collect business cards, paid campaigns, or other creative options. One thing you should never do is buy an email list, as those lists are often outdated, will mark you as spam, or don’t target people interested in your services.
2) Establish what you want to achieve
You’ll need a goal in mind when writing, designing and choosing a provider for your emails. Are you looking to increase online or in-store sales? Get clients to download your ebook? Sell a class or service? Your goal will impact how long your emails should be, what content they should include, and especially the schedule they should be programmed to be sent. Many marketers have a new client email schedule as well as an existing client email plan to keep all parties engaged with the company.
3) Pick a service provider
Most email platforms have an automated email marketing section in addition to the one-off newsletters and updates only sent once. If you’re looking for automatic new client drip campaigns or response based emails, the top providers for automated email marketing are:
And many others! Every platform offers the basic services, so check to see if they have anything special that would better fit your business. Some advanced platforms might charge extra, and there’s no need to pay for more than what you need. Often, plans are broken down by how many emails you can send per month, which can be calculated by your email list and how often you plan to send out blasts.
4) Create email course or flow chart
Your automated email marketing campaign should be customized to send a specific follow up email depending on how the recipient interacts with your previous email. If you send a welcome discount code, following up with a reminder it is expiring can help create action. If a recipient opens the email but takes no further action, opens the email and clicks through to your website, or opens the email and reads educational articles linked at the bottom, you can tailor subsequent emails for each interaction with your business.
5) Create copy and design
This will be the hardest part. The images, layout and copy are what gets viewers to open the email and interact with it. Every step of the way you’re building a relationship with customers or potential customers through their emails, and their inbox is already plenty crowded. Your email copy needs to be customized for each course of response. If you’re willing to understand basic HTML, customizing names into subject lines and headers creates a more personalized feel and increases open rates. The first email is the hardest, once you establish a brand voice it gets easier!
6) AB test
AB testing, also known as split testing, is a way to test which copy and layouts have the best results. Perhaps a subject line looks like click bait or the call to action is too low or the image doesn’t draw attention. By testing which has a better response, you can continue with the higher performing emails and increase your ROI and CTR.
7) Analyze and adjust
There’s a possibility that your early emails will have poor results. There’s nothing wrong with a lesson learned. Wherever results are not as expected, say less than 30% open rates or CTRs, you should evaluate what’s not working and adjust accordingly. If automated email marketing is out of your realm, hiring someone to create campaigns for you can help drive results.