Email Marketing and Automation

What Email Marketing and Automation Should Be

Email Marketing and Automation should be all about relevancy to your audience.

HAVE MORE RELEVANCE. FOR LESS.

Respect your audience and give them what they want. Not what you want to say. It’s all about what they can benefit from what you’re communicating.

Ask their permission first. Once you have it, make sure you deliver on the promise.

Email Marketing

Email Marketing represents approximately 45,48€* for every 1€ spent. That’s massive ROI if you think about it. It’s also the main reason so many people keep doing it wrong.

With that massive investment return, it works even when you grossly spam people or send annoying email messages.

But when you do excellent Email Marketing, the outcome is really amazing.

Check out some of the Dos and Donts inspired by our friends at Campaign Monitor.

*currency converted from British pounds to euros on June 8th 2021.

GROW YOUR LIST

By using permission-first subscription forms.

OPT-IN ALL THE WAY

Your audience needs to know to what they're subscribing to. You must be clear about the content you're going to send them, the regularity of each newsletter and if you're sharing the data with someone else.

BUY YOUR LIST

Acquire your list through other ways than opt-in.

THERE IS NO SHORTCUT

If you buy or use email addresses from people who haven't subscribed directly to your brand, you will end up with spam complaints and a terrible sender reputation. Oh, and it's illegal in some regions.

GREET YOUR AUDIENCE

Make your subscriber feel welcome.

WELCOME YOUR SUBSCRIBER

As soon as someone subscribes, send a welcome email with the following steps, and what they can expect from future newsletters. It's also an excellent opportunity to engage them in a second goal.

GHOST THEM

You disappear after the subscription.

YOU GHOST THEM

They've done what you want and have subscribed. But now, they only hear from you again in a few weeks or months. Do you expect them to remember your brand? That they've subscribed to you?

SUBJECT LINE & PRE-HEADER

The catchy, attention-getting subject line and pre-header.

OPTIMISE IT

If you have a smartphone, you might have noticed that the pre-header text plays a huge role in someone opening your email. If the subject line and pre-header work hand-in-hand, it will perform better.

FORGET PRE-HEADERS

You're one of those who send "if you don't see this..."

DON'T FORGET THE PRE-HEADER

Don't forget to use everything that email technology allows you to take advantage of visual real-estate. The pre-header and first sentences of your email play a considerable role in the success of your campaign.

USE SEGMENTS

Turn your messages relevant to your audience.

RELEVANCE THROUGH SEGMENTATION

If you segment your audience, you'll be able to understand to which individuals you should send specific content. They'll reward you with engagement.

SEND EMAIL BLASTS

Send the same email to everyone.

EMAIL BLASTS ARE SO '90s

If you send the exact same email to everyone, you're missing out. Not everyone is in the same stage of the buying cycle. You need to understand which of the subscribers need to receive each content.

GET PERSONAL

Personalisation can represent almost 26% more opens.

PERSONAL TO THE CORE

If you can use personalisation in your email subject lines or pre-header, it can represent more than 26% of higher open-rate. In the content itself, placing personalised content sky-rockets your conversion rates.

MAKE IT A POSTER

It's like having a poster in the lounge.

AS GENERIC AS IT CAN BE 😩

If you're sending emails as if you're making statements and announcing to everyone, you're doing it wrong. It's like having a poster in the hotel lounge. Nobody notices it unless they have to while waiting.

USE MARKETING AUTOMATION

Create customer journeys and nurture your leads.

MARKETING AUTOMATION DONE RIGHT

Use Marketing Automation to send the most relevant email messages to each individual according to their customer journey or storytelling process. Nurture leads according to their status.

KEEP SENDING ONE-OFF EMAILS

It won't create a coherent communication flow.

DISCONNECTED MESSAGES

When you're not using the benefits of Marketing Automation, you're missing out. The messages will seem disconnected, and your results will weaken as time goes by.

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TAILOR MESSAGES TO YOUR AUDIENCE

Use dynamic content to deliver a tailored experience.

DYNAMIC CONTENT TO THE RESCUE

Fortunately, you don't need to create a hundred different messages to make a tailored experience. Dynamic content will develop personalized email marketing for each individual.

USE THE SAME CONTENT TO ALL

Again, it's like a one-size-fits-all.

EVERYONE IS THE SAME

Everyone will get the same images, copy and colours. Is your audience exactly the same? Then, why are you sending the same message to everyone?

TEST EVERYTHING

A/B testing everything before jumping to conclusions.

A/B TESTING

Even the most experienced email marketers don't know how each individual or segment will receive some emails. That's why we need to test everything before sending it out.

PLACING YOUR CHANCES ON LUCK

It seems you have a crystal ball in your hands.

RE YOU A PSYCHIC?

You must be a pretty good one because you know how all the people will react to your email. That must be amazing. The problem is that it doesn't reflect in your results.

IMPROVE BASED ON DATA

Check your Analytics and Reports to know how to improve.

ANALYSIS IS EVERYTHING

You can only improve if you know what happened before and where you can do something to get better. Data analysis and thorough reports are the base of constant improvement.

IGNORE YOUR DATA

Disregard for any insights, reports and previous results.

WHAT SHOULD YOU IMPROVE?

Again, you must be trusting a lot in your gut feeling. How can you know that you're doing better than in the previous emails if you don't analyse and report it?

Marketing Automation

Marketing Automation is THE trend in Digital Marketing. The reason for that is simple: huge benefits.

Did you know that you have a 53% higher conversion rate from marketing response to a qualified marketing lead when you use Marketing Automation?

In B2B marketing, it has revealed a 10% increase in the sales pipeline contribution. Overall, 20% of the sales increase is attributed to automated lead nurturing.

Did we need to say more? Check some of the Dos and Donts of Marketing Automation below.

SAVE YOUR TEAM'S TIME

Check where your team can benefit from repetitive tasks.

SAVE TIME AND MONEY

Optimize your team's time and effort by automating repetitive tasks, recurring activities and procedures. If it can be automated, do it.

AUTOMATING THE WRONG THINGS

Use automation when people ask for a human approach.

DON'T OVER AUTOMATE

Sometimes, the prospect is in a particular customer journey that requires a personalised approach and not an automated one. If you automatise too much, it can backfire and let someone down, losing a sale.

AUTOMATE WHAT ALREADY WORKS

Use what your team has already tested and proven it works.

USE WHAT WORKS

Your sales reps have already tested a lot of processes and know your customers better than anyone. They know what they need to receive in each sales process. Automate it accordingly.

LOSE PERSPECTIVE

You are losing your focus on your ideal audience.

IDEAL AUDIENCE IS EVERYTHING

Keep in mind your ideal audience at all times. It would be best if you were as specific as possible with the rule criteria to determine which contact, lead, prospect it will impact. Otherwise, it will do more harm than good.

AUDIT IT CONSTANTLY

Make sure everything is running smoothly at all times.

AUDIT IS VITAL

Review all your workflows, rules and criteria at all times. Sometimes, there are times when you need to change almost everything because of social, political or economic influences.

OVER AUTOMATE

You keep overdoing it and overcomplicating it.

OVER AUTOMATING IS A THING

Sometimes we can be carried away and create rules that can overflow over others. Ensure that messages and workflows are simple and don't compete between them.

Email Marketing and Automation is one of the most effective stacks of digital marketing.

Email is universal. Everyone has access to it in the digital world.

Marketing Automation is much more than sending emails. It is to coordinate different communication channels to automatically display relevant messages to each person according to specific criteria. It’s SMS, Dynamic insite content, Push notifications, Retargeting ads, emails and even letters or voice messages. All coordinated to keep your prospect engaged with your brand.

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