The most powerful email you send may not be controlled by sales and marketing and it may not be a campaign-focused type of email like a newsletter. According to Campaign Monitor¡¯s Email Marketing Benchmarkmetrics, marketing emails have an open rate, on average, of 21%. When slicing this data into various industries, there are differences, but most hover around the 21% rate. For example, the Advertising & Marketing industry open rate is 20.5% while the IT/Tech/Software industry open rate is 22.7%. But, when you look at the average open rates for automated emails, the rates look a little different. Statista reports that the average open rate is around 30% for these automated emails. While this might not tell the full story, it rings true that email automation is a crucial factor in marketing strategies and a key component of improving the customer experience.
Types of Automated Emails
Before diving into some of the best practices of email automation, it¡¯s important to establish what types of emails should be automated. Automated emails are most often the result of a customer action that takes place, in most cases, on your website. While there are a variety of actions a prospect or customer can take on your website, it is essential to have a targeted automated email for each one. Here are a few types of emails you could be sending in email automations based on customer actions:
Confirmation for a product purchase
Sign up notification for a company newsletter
Link to reset a password or username on an account
Email reminders curated by actions taken on the website.
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Now that we have established the different types of automated emails, we can go into how to use these email marketing best practices to improve your email automation tactics and take your customer experience to the next level.
Best Practices for Designing Automated Emails
Determine who on your team is responsible for writing and/or designing emails for email automations, and pay attention to if these emails get treated with the same level of attention and detail given to your other marketing emails? After all, they are likely the type of email that gets sent most often and subsequently opened the most as well. While some of the content and design elements are the same for emails in email automation streams, there are some differences to make note of:
Use a real email address in the ¡°from¡± section: ¡°Noreply@companyname.com¡± does not instill trust or a sense of care into the reader who took the time to open your email. Using the same ¡°from¡± email that you would for other email marketing campaigns is a best practice unless there is a difference as to who you want the email to come from.
Keep the design simple: Include a basic header, footer and other icon images (if necessary). Remember to always follow brand identity guidelines. You can always leverage components of other email marketing campaigns to streamline the process.
Add other marketing messages when appropriate:Marketing messages can be a powerful addition to automated emails if they¡¯re helpful, relevant and unobtrusive. MailChimp recommends including coupons, tips about helpful online services, links to download content, callouts to related items or notes about upcoming sales or events.
Email automation helps you simplify basic follow-up communications and allows you to incorporate marketing and messaging tactics. Effectively incorporating these best practices and tactics in your email automation strategy will help improve your customer experience and will help nurture and generate more customers throughout the sales pipeline.
Craft Automated Emails Based on Customer Actions
Automated emails are all based on customer actions, and it is best to craft emails based on the actions they take so that the emails they receive make sense to them. For example, from a customer experience standpoint, it would not be ideal for a prospect or even a current customer to get an automated email for an eBook download confirmation when instead they signed up for the company newsletter. It¡¯s important to align the automated email with the customer action. Here are a few examples of assigning automated emails based on the action someone took on your website:
Gated Asset Download
Include the link to the asset file they just downloaded
Include links to relevant content on your website. It could be a blog, article or another gated asset.
Include an overall call to action. It could be a link to schedule a demo, request a consultation or learn more.
Newsletter Sign Up or Other Subscription Type Actions
Confirm their subscription to the newsletter or other service.
Include links to additional content they might be interested in. It could be a blog, article or gated asset.
Add a disclaimer that they can unsubscribe at any time.
Requested a Consultation or to Learn More About Products/Services
Confirm that your team received their information.
Let them know that someone from your team will be in touch with them shortly.
Include links to additional content they might be interested in. It could be a blog, article or gated asset.
While this is not an extensive list of customer actions and automated emails, we hope this helps give you an idea of what to include in your email automations based on user actions.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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