How email automation and drip marketing help to grow your business
Drip campaigns, as mentioned above, are automated sets of emails that go out based on specific timelines or user actions. They enable you to stay in touch with groups of people based on events like when a user signs up for an account or how often that user visits your site. Each time a drip email is sent out, it comes from a queue of already-written emails—there’s no need to write and send each one manually. They can even be personalized with your contacts’ name, company info, and more.
Setting Up Drip-Feed Emails
Drip-feed emails — which deliver sequential messages based on a timeframe you specify, can also be a great source of extra revenue and leads if you do them right. Drip-feed emails are most commonly used to deliver things to subscribers that have signed up for a free report — to get them to take the next step in your funnel.
Segment Your Subscribers
Frequently, marketers start their email marketing campaigns by blasting every subscriber on their list with the same message. But just because you can do this, doesn’t mean you should. Fortunately, every serious email marketing platform offers segmentation options that let you divide your subscribers based on specific criteria which make them more likely to act on your personalized emails.
Personalize Your Messages
It should go without saying, but blasting a message out to anyone and everyone with no real personalization is a sure-fire way to end up in your subscriber’s circular file.
Personalizing your messages, even with simple things such as their name, location or the product(s) they were looking at or have bought, can go a long way toward establishing rapport and fostering a relationship.
Connect Your Emails to Customized Landing Pages
Many marketers concentrate on getting the perfect email ready, only to send readers to a lacklustre landing page. Make sure to tailor your landing page to your email campaign and create as much of a seamless transition between them as possible (so your email looks like it would match your landing page in terms of design, content, and call-to-action). This helps your readers feel much more comfortable about clicking and helps create greater familiarity between your brand and products.
Split Test Your Emails
Through ADOHM you have the ability to A/B test your emails to determine which one generates the highest number of clicks and conversions from your target audience.
Analyze Your Results
When split testing your email messages, you’ll want to take the time to properly analyze and look for specific KPIs (key performance indicators) that let you know if the email was successful, or what you can do better next time. These include:
- Email delivery rate – A low delivery rate means that your server could be blacklisted and you’ll need to contact your web host or ISP to determine why.
- View rate – Most email programs have a “preview pane” that allows their users to filter out and delete unwanted messages. Did yours pass the “view” test?
- Open rate – This is one of the more important indicators, where your subject line typically does all the heavy lifting.
- Click-through rate – A high click-through rate means that your users found your email enticing and exciting enough to click. This is where the email part of your marketing steps back and puts your landing page squarely in the spotlight.
- Conversion rate – This can be a sale, but it doesn’t have to be. It could be signing up for a webinar, requesting a free estimate, or any other measurable action that you want your subscribers to take.
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