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An automated e-mail is automatically sent to a particular individual, only when a person meets a certain trigger. It’s the most efficient solution for increasing the order value, monetizing an abandoned cart, increasing customer value, and building a relationship with the people who interact with your company and website. It also plays a huge role in the success of email marketing strategy.

Automated e-mail marketing software helps businesses save their time by gathering valuable data from your visitors when they interact with your business, and performing the email tasks which would be monotonous to do by hand every time they’re needed.

That’s the beauty of automation.

You just need to set the email once. As more people continue to meet the email trigger, which you have defined, the email will continue to be sent to them without you ever having to lift a finger. For instance, if a user fills out a form and then downloads a PDF, they will then receive an automated email thanking them for completing the form.

According to Marketo & Ascend2Research, it was found that 91% of successful users agree that marketing automation is “very important” to the overall success of their marketing across channels.

But still, there are some marketers who found it difficult to use the automation email marketing list effectively, which resulted in limiting the use of the powerful tool. So, this article will give an idea how to use the automation email marketing list properly.

A/B Testing

You have created an amazing email. The body copy is strong and poignant, it has a great subject line designed to get the email opened, and you are also using automated email marketing software, but still you haven’t got the result you wanted. Why?

It might be because your approach to designing the email might be a bit off. It might be because you need to test alternative versions. It is because you haven’t done A/B testing. You haven’t done the due diligence of comparing options. Think that sounds like a difficult and confusing ordeal?

It’s not.

A/B testing is a method of market testing. You send two different versions of your email, with selective changes in each, to two different groups from your subscriber list. From there, you see which of those two emails had either the highest unique open rate or click-through rate.

What changes should you make to the emails? Trying a different subject line to see which of the two options has a better open rate is one option. You could use different body copy to see which email gets more of a response from your audience. Perhaps you use different Call-To-Actions in each to see what has a better click-through-rate. Each of these, and more, are options you can use to measure the success of an email.

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This way A/B testing helps you to find out the most effective email which can provide you with more leads for your business.

Here are the five steps; you should keep in mind for better A/B test results:

Find your best opportunities.

  • Understand Visitors needs
  • Use data and insight to inform testing.
  • Run your first test. Test one thing at a time.
  • Measure success.

So, I recommend you to start your email test now for better results and it doesn’t cost anything and doesn’t take up much more time.

Segmentation

If you want to get more results, then it’s important that you should narrow your focus and start sending messages to a targeted, specific, group of people. Luckily, marketers have realized the importance of segmentation in their email marketing.

In fact, according to the MarketingSherpa 2012 Email Marketing Benchmark Report, 32% of marketers say segmenting their email database is one of their organization’s top objectives in the next 12 months. Furthermore, 52% of marketers say they have a great need to improve email database segmentation.

Segmentation can be based on all type of data including

  • Geographic (Customer location region urban/ Rural)
  • Demographics and profile (age, location, gender)
  • Psychographics (What will they be prone to do and react to?)
  • Behavior (purchases, opens, clicks, website browsing, etc)

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Benefits of segmentation

  • Increase open rates.
  • Increase click through rates.
  • Decreases unsubscribe.
  • Avoid spam filter.

There are some email marketing softwares which allow the user to see the level of engagement of subscriber with their emails, such as open rates, CTR, and bounces.

For example, MailChimp rates each subscriber with a star rating, which gives us a sense of how responsive they are with our mailing and you can also break subscriber into two groups. When you group your subscribers together based on activity it allows you to market to each group separately, for example:

People that are more active, and open all of your emails, will respond better to more aggressive offers, while you can be less aggressive with the subscribers that are not fully engaged with your brand yet.

So, segmentation plays a very important role in email marketing because it helps us craft messages according to the user’s response and makeup. This ability to choose specific users allows us the ability to change our tactics depending on the chosen targets, increasing our email effectiveness.

It’s all about timing

Have you ever thought to yourself, “if I could have just done that thing at that specific time, I would’ve been set!” Timing really is everything, especially with email. The email copy, content, and subject line will not help you capture the leads you want if it is sent at the wrong time.

Timing plays a very important role in tweaking your email open and click-through rates.

The Best Time to Send Emails:

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Image courtesy: Web Marketing Group.

There is still no-one-size-fits-all solution. The best way to optimize sending time is still through A/B testing for various send times, for your various audiences. Trial and error are key to email success. Finding the correct timing is no different.

Drip campaign

As we’ve discussed above, timing is one of the crucial element in email marketing. No doubt about it.

But even with perfect timing, you need perfect content to back it up. That content then needs to be sent at regular intervals. This way you can build a trusting relationship with your visitors, a way of providing them value. Don’t worry if it sounds like a lot of work; drip campaigns will help you to accomplish this mission with ease.

A drip campaign is a series of automated, pre-written emails that are sent to people over time. The overall goal of these emails is to get someone to know, like, and trust you enough to do business with you.
You would be thinking do drip campaigns really work?

Our answer will be yes. Because according to the research by email-marketing suite Emma, it was found that emails with relevant topics produce 18-times more revenue than non-targeted ones.

Perhaps that’s not so surprising since they also found that people who read your drip emails are far more likely to click the links in them, with a 119% increase in click rate from drip emails. So it stands to reason that if they’re reading your drip emails, that they find the content to be pertinent to them.
But this can be only possible if you use drip campaign properly.

Here are the few steps which you should keep in mind before executing:

  • Identify your target audience.
  • Use multiple channels to connect.
  • Nurture leads to warm them up for sales.
  • Close the deal after the trial.
  • Re-engage inactive prospects and customers.

Email marketing automation is a very powerful tool that your business should use. It takes the heavy, monotonous, lifting out of the email process and allows you to focus your time and energy on other marketing needs your business has.





Inbound Marketing Lead Gen