You’ve segmented your audience and defined your target market, and now you’re ready to get the word out about your fantastic product.
But it can be difficult to manage all of the moving parts of your online store. Anywhere you can automate your processes is going to free up time for you to focus on your core business.
This is where email marketing automation comes in. By being able to automate your email, you can send the critical messages that will help convert your customers, earning you passive revenue.
So I’ve compiled a list of the 6 best strategies for email marketing automation that will help you boost your revenue without you having to lift a finger.
1. Smart Email Capture
One of the best ways to encourage potential buyers to interact with your site is to offer them something of value in exchange for an email address.
If a person is on your web page, they’ve already expressed an interest in the product, so offering a discount is a clever way to encourage interaction.
Once you have an email address, you can send a potential buyer a welcome message to collect additional relevant information like birth date and mobile number (if you haven’t already captured it in your original sign up form).
2. Workable Contact Strategies
Once you’ve established a relationship with the customer, the channel is open for marketing to them.
One key to sending emails that are opened and read is avoiding the appearance of being too promotional. Marketing messages that have a purpose like birthday congratulations or holiday greetings are more likely to be well-received than too many messages encouraging a customer to buy the product. Not to mention a nice “just because” email helps foster customer loyalty.
This is a prime opportunity to automate your email messages to go out for special occasions. Adding a discount or special offer can also generate interest in the product, especially for repeat customers.
3. Web Tracking for Data Mining
Wouldn’t it be nice to see exactly how your customers use your site? Luckily, there are ways to do just that.
You can also view browsing habits in real time with Live View Web Tracking. This tool focuses your email marketing on the most popular landing pages, and how your customers are interacting with them in real time.
With this information, you can targeted emails that speak directly to the buyer’s interest in the product.
It also lets you know which offers are the most popular so you can use them in advertisements, personalizing your message so it’s more relevant to your customers.
4. Using A/B Testing to Refine a Campaign
Speed up data collection by testing out different versions of your ecommerce company’s email marketing campaigns.
Sending out two different versions of the same message will provide valuable insights into the different elements that work best for your audience. Email marketing automation helps you define your goals and track the results. Here are some strategies:
- Find out which subject lines generate the most opening of emails.
- Send messages about two different products to identify which one sparks the most interest.
- Test the impact of including the customer’s name in the message.
- Determine which page design generates the most traffic.
Remember to only test one element at a time, otherwise, it will be harder to figure out which part of your email was the catalyst in driving sales.
5. Taking Advantage of Multiple Channels
Your marketing message should be consistent, and it should be spread out among the channels where your customers are truly present.
The same message can be tailored to different venues without losing its cohesiveness. And if you rotate exclusive offers for each marketing channel, it gives the customer incentive to check back and look for deals.
An abandoned cart message that offers a small discount is one valuable tactic. Here are some channels to use in getting your message across:
- SMS Texts
- Messenger
- Social media
- Push notifications
By giving your customer the power to choose the channels they want to use for engaging with you and your brand, you create a customer that is loyal to you.
6. Targeting Repeat Customers
Not only does it cost less to keep an existing customer than to cultivate a new one, but this is the demographic that’s most likely to make a purchase.
A loyal group of repeat customers is a valuable asset for any company. That’s why your marketing efforts should continue after the sale. Use timely and efficient communications like order confirmation and tracking data.
Effective email marketing automation should also include sending a follow-up email to ensure customer satisfaction, improve the customer’s trust with your brand, and offer ‘repeat customer only’ exclusive deals.
Benefits of Automated Marketing
Once you automate your email, messaging and social media marketing efforts, you’ll have more time to work on other marketing strategies.
Designing a marketing campaign and letting it run seamlessly is a great timesaver, and collecting and analyzing data about your customer base is much easier when you have the right tools for the job.
This strategy will help you efficiently devise a marketing plan that’s tailored to your customer and give you a boost in delivering the most effective message possible to just the right audience.
