7 Ways Automated Email Generate High Conversions
Pressed for Time?
Emails lets you communicate quickly with anyone.
You can say it is a tedious but more organized form of text messaging.
In a minute, you could send a text-based email to a friend.
In less than 10 minutes, you can upload an image file and send your email.
You can even send the same email to multiple people in almost the same amount of time.
Given these circumstances, you can question the need for email automation.
In fact, you feel it might just be a waste of time and resources.
However, anyone who had done manual email campaigns know how much time you spend for it.
Email campaigns consist of the following steps: content collection, copywriting, design, HTML, database management, campaign management, testing, sending and reporting, overall project management, and account management.
It actually takes 1170 minutes or 19 hours and 30 minutes to create a single email marketing campaign.
Indeed, it is time that no business has on its hands especially when content is an email marketing campaign’s heart.
If you can automate it and use only 10% of a typical campaigns hours, then it would paint a better picture for your campaigns.
Available Software Online
Email marketing technologies allow businesses to hasten the creation, publication, and data collection process.
In fact, it has a higher open rate and better audience relevance compared to companies that send general-message emails.
Investing in any of these email marketing automation platforms is worth your resources because it saves you the most valuable resource of all: time.
BombBomb: Businesses with complex products or services as solutions fare better with videos than text-based instruction. BombBomb has a 14-day trial period that allows you to create template responses in the form of videos. Indeed, audio-visual emails can stand out against other canned email templates.
MailChimp: The popular “drip” email platform is efficient as it monitors all your email activity including “abandoned shopping carts (elaborated later)” that allow data collection on consumer behavior. MailChimp also conveniently works with existing email platforms as an established service in the last few years.
Knowtify: Transactional, digest, or drip emails feel like technical terms for email campaigns. However, Knowtify, partnered with data analysis service Kissmetrics, monitors consumer behavior from your website and opened email content to help you create the right email lists to reach out and interest audiences better.
Efficacy of Email Campaigns
A survey of 50,000 B2B marketers in 2014 revealed that email marketing campaigns can generate more and better quality leads.
By using this technology, businesses can reach out to consumers, deliver the right content, and with accurate targeting, push them further down the sales funnel and increase conversions.
Using email automation software, you can send content to lists quickly.
In fact, you can schedule them to make sure you nurture your leads at the proper time.
Without having to create the email templates and automatically send useful content once the audience acts in a specific manner, you save time and can leverage timing to push down users into your sales funnels, which also reduces lead generation time.
Email automation has improved lead nurturing.
By providing the right content at the right time, businesses have made 47% better purchases than businesses that use traditional marketing.
In addition, the data you collect from consumer behavior amplifies your future email campaigns and content that enhances lead nurturing in consequence.
Using automation software also reduces your upkeep costs.
With minimal staff and the platform doing its job, it immensely reduces marketing costs.
The Efficacy of Automated Email Campaigns
Categorizing Different Site Visitors Through Site Mapping
You have an idea about your audience based on your preliminary research before you began the business and created your website.
However, the people you target for outreach and sales are drastically different.
In fact, even if you get plenty of newsletter subscribers, you cannot send the same content types to your entire email list.
Categorizing the site’s different types of visitors is important.
Designing the customer’s journey through site mapping helps you do this.
For example, your site’s landing page is surely full of general content about your brand’s capabilities. If you have a “test” feature, you’ll find many visitors using it.
However, visitors that show interest in your brand will likely look for additional content, use the “test” feature numerous times, or in the best-case scenario, subscribe to your newsletter.
Site mapping allows you to know the entry and exit points of your site’s visitors.
It allows marketers to leverage certain content and functionalities to overcome the obstacles towards customers finally deciding to subscribe to the newsletter or ultimately make a purchase (which is the best-case scenario for all sites).
Understanding Audience Interests and its Subtopics
General but helpful content will garner numerous visitor’s interests.
As per the sales funnel, general content creates awareness.
Interest in general content and the brand’s specific problem-solving capabilities means the visitor is considering to buy or use the service but needs to make sure it can work for them.
Most of these audiences will subscribe to your newsletter, which means you have accomplished email automation’s first yet most vital step.
However, you will still need to categorize your subscribers at this point.
Using your knowledge profile regarding your target audience, you can create several content designed to solve specific cases using your brand.
You can paint a better picture of your subscriber’s different traits by measuring the open rates of the emails containing different types of content.
The email open rate per content helps you identify your audience’s different interests.
This allows you to focus on creating content that interests the subscriber majority.
You can also create subtopics regarding the topics that strongly interest your subscribers.
This allows your email content to increase your subscriber’s interest and generate leads.
Repeating the process of open rate analysis allows you to nurture your leads to push them further down the sales funnel.
Your establishment of subscriber profiles allows you to segregate your future subscribers into different lists.
Email automation platforms allow you to schedule emails with content that helps different types of audiences, reducing time spent on email campaigns.
Curating Helpful Content for Subscribers
Company-researched content is effective to show leads your brand’s capabilities.
However, self-promoting yet value-adding content sends a signal that your business only wants to make profits and not a genuine partnership with your leads.
Aside from generating original yet helpful content, curating content from other industry authorities sends a sign of genuine helpfulness.
It also gives audiences a break from the usual data or problem solving-heavy content from your emails.
However, when curating content, keep in mind the following:
- The third-party content must be relevant to your niche
- It can show your brand’s “personality” by being humorous, insightful, niche-critical (to a point), etc.
- It must help resolve your leads’ problems, even if it means the third party mentions about their offers
- It shows your brand as a “friend” that truly intends to help.
You can also include “evergreen” content in your emails.
These content have information and processes that are still relevant to your niche and is a tried-and-tested solution that is still helpful for your subscribers.
Improving the Customer’s Journey
Even if your customer’s sales funnel journey is already efficient, there is always room for improvement.
After smoothing the path, you can add customized funnels depending on the subscriber’s category.
The landing pages can talk about specific solutions and options for these solutions.
Another is you can present them with articles that discuss the topic and then introduce a call-to-action button to urge them to convert.
Automated email campaigns with efficient audience segregation enable managers to modify their landing pages and position content that urges consumers to take action by providing useful and actionable information.
With specific visitor profile lists, landing pages can introduce upsell and downsell customer journey branching points to improve the site’s profit efficiently.
Maximizing Your Sales Pipeline Data
By default, your email automation platform will usually place your newsletter subscribers in its address book.
When these contacts open their emails, the software quickly notes this activity.
Managers can take advantage of this precision monitoring by collecting information on the content the subscriber has opened.
Then, they can create custom email content to urge specific customers to make a purchase.
Having a birds-eye-view of your sales pipeline data allows you to create content or offers specifically intended to push customers further into your funnel.
Your platform automatically records all their interaction with your customer relationship managers, allowing you to help them find solutions to their problems using your products and services.
Email automation helps you find and maximize data to make your brand more appealing to customers.
Abandoned Shopping Cart Content and PPC Data
E-commerce sites usually take advantage of “abandoned shopping cart” features.
These are stored information about “window-shopping” consumers who suddenly closed their browsers after filling their cart with items from your website.
By requiring users to register on your website, you can inform them through emails about the products they previously looked at.
Therefore, you can create a new retargeting email list.
Researchers found retargeting to be an efficient conversion method raising the conversion rate to 53% in both email and advertisement campaigns.
One example is BustedTees, a custom shirt-selling online business.
The company used display advertisements and email marketing to encourage both new and converted customers to make a purchase.
The business found their average orders have risen to $40 per checkout with 195 conversions, which meant a 190% return of their investment.
Email campaigns actually work in two ways.
One, it helps push customers further into the sales funnel.
Second, it helps managers collect data about subscriber preferences and issues about brand offers.
Luckily, automation platforms store open rates and subscriber correspondences immediately.
It would also store the correspondences, which may sometimes contain questions or comments about the content.
For example, if a customer said that the product or service cannot achieve the email content’s how-to guide instruction step, then the customer relationship team can look into the situation and create a solution for it.
Now, the team has two choices.
They can send the response directly to this consumer or they can update their FAQ to reflect the additional solution they have created.
Manually collecting information to update FAQs, which play a vital role in sales funnels, can take time. However, email automation definitely made it convenient.
Improves Your Copy and Content Writing
When you write copy, you are encouraging consumers to know about your brand’s offers and their capabilities.
Content shows the brand’s offers in action, allowing data to prove its efficacy.
It is true that your first few emails to your lists will remain unopened, but there will be subscribers trying to know more about your product through content consumption.
Data collected by email automation platforms allow you to see the content types that are massively consumed.
Aside from understanding the content topics audiences like, you can also create the content in the same entertaining or serious language top-performing articles used.
Improving the content’s voice helps improve brand retention, create brand personality, and develop a memorable experience for audiences even only through text.
Have your writers read through the content and use the same voice for the other content.
You might find that your lead generation and nurture methods have increased your conversions with better, personal, and value-adding content.
Email automation saves you time and money.
In the process, it also helps you improve several areas of your website, such as the content you create and curate, the timing when to send particular content through your newsletter email lists, and providing solutions for audiences finding trouble in specific areas involving your brand.
By freeing up time through email campaign automation, a small team of individuals can address your email campaigns and even re-focus their efforts once they have finished scheduling content and nurturing leads.
Lastly, data you collect from these campaigns prove valuable in improving your brand’s identity and retention to target audiences.