It’s Easy to Take Email for Granted in 2019
It’s easy to take email for granted. It’s something that’s almost too available, you use it fairly often, you have it at work and at home… Wait. Let’s think about that.
How many times have you checked your email today? Once? Twice?
Email marketing connects you directly with your customers. People’s inboxes are often their “To Do” lists – and your email can be part of that list.
You can also get really targeted. It’s possible to send a different message and different call to action to every single contact you have.
It’s pretty easy to set up and get going quickly. A lot of businesses use it as one of their first marketing channels.
To set your email marketing up for success, think of any email you send as a nice bonus for your customers. That means every email you send needs to offer something valuable to the person reading it. This works best for me.
CTR tells you if your emails are useful, timely, or interesting enough.
Tracking it will show you if your message or offer can successfully get people to click your links and learn more.
You can also measure how your CTR changes over time to know when you should update or tweak your email content.
Conversion rate tells you if your email marketing is helping your business.
A potential customer becomes a “conversion” when they take the ultimate action you wanted them to take, like buying a last-minute Valentine’s Day gift or whatever from your online store.
Conversion rate, then, is one of the most important things to track if you want to know how much your email marketing is helping you reach your goals.
Open and unsubscribe rates are unreliable.
An email is only counted as opened if the person also gets the images embedded in the email. Unfortunately, a lot of people have automatic image blocking.
You also can’t tell how many people actually unsubscribed, as a lot of them don’t bother using your unsubscribe button. They’ll just stop opening or reading your emails, or send them to the spam folder.
Your marketing emails should be like a chat with that great conversationalist: flowing, engaging, and relevant to the people involved.
But instead of the guests at one party, you might have thousands of customers – each with different interests and needs.
On top of that, you probably want to talk to all these customers over an extended amount of time. How can you possibly handle it all? Email automation.
Email automation happens when you set up a series of programmed, timely emails that are triggered by certain customer actions. Sometimes it’s called drip marketing.
It can help you turn potential customers into actual ones, keep your current customers active, and get former customers to be all up in your business again.
Let’s check out how "XXX" did it. They’re an online retailer that sells supplies to people remodeling their homes.
XXX noticed a lot of customers abandoned their online shopping carts before hitting “purchase,” so they used email automation to turn these lapsed customers into active ones.
If customers abandoned their cart for over an hour, XXX emailed them and offered to help complete the order – along with a 5% discount expiring in 7 days.
If they didn’t act after the 1st email, they’d get another 7 days later that reminded them the coupon was expiring. XXX also asked if they had any questions, which put the customers first.
This email automation campaign ended up being a great success for XXX. Let's check out how customers responded to the initial email that had the 5% discount code and the follow-up email a week later.
Just as XXX focused on re-engaging lapsed customers, it’s important that you figure out what your goal is and how to reach it before you start email automation.
The first popular goal is onboarding, or teaching customers how to use your product or service.
The trigger for that goal is customers visiting your site, app, or store and signing up for your emails or making a purchase.
Here’s a possible onboarding email flow: The customer buys one of your products and an hour later they get your welcome email. Over the next few days, they’ll receive your “how my product works” email.
Another goal is engagement, or encouraging customers to interact with your products or business even more.
The trigger is when customers try some of your features or services on your app or site, but not others.
You can set up your email automation flow like this: Every few weeks, those customers will get an email encouraging them to engage with your business (by taking a specific action of your choice).
Every month, your newsletter will be emailed to them. And periodically, they’ll receive emails about your new features or products you’re launching, and/or tips and tricks.
Retention – or getting customers to stay loyal and keep coming back – is also a common goal.
For this goal, you can use different triggers and email flows. For example, let’s say the trigger is a customer making their first purchase. Two days later, they’ll receive an email asking for feedback.
If a customer makes more purchases, that’s also a trigger. A day later they can get an email with related products they might like.
You might also consider reengagement as a goal. It’s getting a user who’s stopped using your product to start using it again.
The trigger is when customers forget about you and have stopped participating completely. For example, let’s say they haven’t visited your site or used your app in a while.
For a set time period, you can have them receive emails every 7 days. The 1st can be a “we miss you” email. The 2nd, a “what you’re missing out on” message. Finally, they’ll be sent a discount or promotion.
Your email flows shouldn’t overwhelm or annoy people. Also, let people opt-in and out of your emails.