So you took the trouble to build an extensive mailing list; Now what? Are you using your email contact list to its full potential?
A lot of people spend months or even years on campaigns that build an email list, but end up with a huge list of contacts they don’t know what to do with. So he stays there, collecting dust, that is to say withdrawing.
When done right, email marketing is the most valuable content you can deliver. Yes, people tend to ignore a lot of emails, but if you can automate your emails properly, you are sure to get a great return on your investment.
What is Email Automation?
It’s a way to create sequences through workflows that produce meaningful content for your audience. In other words, it allows you to set up automatic emails aimed at a particular audience based on their specific circumstances. You can create lists, contact groups, categories, and criteria that must be met in order for your audience to receive emails that are relevant to their needs. It eliminates tedious and time-consuming tasks like compiling contact lists and scheduling emails. Your marketing team will be less distracted and more focused on valuable projects.
AND people much prefer personalized emails to spam emails with meaningless emails they receive day in and day out. With email automation, your customers will be more engaged than ever.
First, you need to make sure you choose the right place to set up your automations. Some of our favorite customer relationship management (CRM) software include Sharpspring, Mailchimp, Constant Contact, and Curve’s own “Cedar” CRM system.
Here are the five steps to toggle your email automations:
1. Set your goals
You must have your goals clearly defined. It’s the only way to approach your automation journey with confidence. If you don’t have clear goals, you will run into problems every step of the way, and it will waste a lot of your time.
2. Detect your triggers
Your contacts will have to meet certain criteria to be able to participate in a workflow. Depending on your goals, you need to determine a set of criteria for each workflow. Once done, your contacts will essentially trigger a separation into lists. This is where you start to see the personalization of your contacts.
3. Timing is EVERYTHING
Calculate how many hours, days, weeks, months should elapse between each email. The schedule will be different for each workflow, depending on the circumstances. If your workflow is for an offer that runs out within a certain amount of time, you will need your workflow to only last a few days or weeks. If you have a one-year campaign, maybe emailing your contacts once every few months will suffice.
Keep in mind that there are optimal days and times to send emails for a good open rate. You can find them on this HubSpot blog.
4. Determine Your Strengths – Emails
Where in the e-mail path are your contacts? Are they a regular customer? Are they new? Have they been sitting in your contact list for awhile, not opening anything?
It all counts for the content you provide to them. If they are new to the subscription, immediately sending a promotional email will reject them. First give them a warm welcome. It is extremely important that the content of the emails is adapted to the workflow in which it is found.
TEST, TEST, TEST!
Always remember to test your workflows because not everything will work the way you originally planned. Part of the workflow having a problem can cause the whole system to collapse. So, apply yourself to the workflow as many times as needed, until it is perfect.
6. Frequent reporting
You thought we were done once we set it up and tested it, but there’s a step left. Setting up reports is important for tracking the performance of your email marketing. Especially at the start of a new campaign, you’ll want to see your data to know what’s working and what isn’t. Plus, it will be a boost of confidence to see that your contact list engages more than ever with your content!
Pro tip: If you’re not sure where to start with email automation, take a second to think about all the time you’ve wasted sending emails manually. Take those emails and set up a workflow so that they can be automated. Once you have this set, you will have a clean slate to begin with. You can now set clear goals and follow them.
Having working email automation helps you maintain list hygiene, which means you have a clean contact list with fully engaged people. Email automation also makes your business more scalable. Once your business grows, your team won’t be overwhelmed with the amount of emails and contacts they need to sort through.
Follow these steps and you will be golden for your next automation!