Get Started with Email Automation in 6 Easy Steps
By Liz Willits
Email automation — everyone’s doing it! Or at least they should be. Ninety percent of marketers say email automation is key to success. And yet, according to Forbes, less than 10 percent of companies use marketing automation. If you’re not already familiar with the benefits of email automation, it’s time to get on board. Automated emails are great for building a relationship with your audience, driving engagement and increasing conversions. Ready to find out how to get started with email automation? Read this post to get 6 easy steps.
1. Start collecting subscribers.
Before you can get started with email automation, people need to sign up for your autoresponder series. A robust, permission-based list of subscribers is key to running a profitable automated email campaign. By placing sign up forms on your blog, website or social media channels, you can begin generating leads and building the right audience for your emails. On your forms, be sure to explain what subscribers can expect from your emails and how they’ll provide value. For example, this sign up form from theSkimm explains the value of subscribing by mentioning that it’ll be “easier to be smarter,” because you’ll be receiving the top news stories of the day. It then sets expectations by explaining that you’ll receive an email from them every morning.
After people subscribe, make sure your emails live up to their expectations. If you don’t, you’ll likely alienate subscribers, decrease engagement and hurt your email marketing efforts. Ultimately, your sign up form should make opting into an email list as easy as possible. I also recommend throwing in freebies — like ebooks or coupon codes — to create an extra incentive for signing up. Creating an effective sign up form may seem daunting at first. But with concise copy, an eye-catching design, a clear call-to-action and a dash of creativity, people won’t be able to resist signing up for your automated email series!
2. Send relevant automated emails with segmentation.
Think back to the last time you sent an email to an entire subscriber list. Maybe it yielded some results, but perhaps it would’ve performed even better if you’d targeted a specific niche within your contacts. Enter segmentation — one of our favorite ways to run successful automated email campaigns. With segmentation, you can divide subscribers into highly-specific subgroups based on criteria like age, geographic location, occupation and interests. You can then send them automation series designed for their unique needs. For example, for our free, 7-day email course “What to Write in Your Emails“, we use an automation series to automatically deliver the course emails. We wanted to segment the subscribers who received this course into two separate groups – our customers and non-customers – so we could send them different automated emails aligned with their specific needs. To accomplish this, we asked Go to the full article.