Email is a tried and true marketing channel. In fact, our latest research found 87% of marketers use email to distribute their content.
There is a lot of new innovation that can strengthen your email strategy. There’s no wonder why marketers would use technology; automated emails drive 60% higher open rates. But that doesn’t mean you should use automation blindly and expect great results.
Email pro Liz Willits sat in on a recent #CMWorld Twitter chat. As Senior Content Marketing Specialist at AWeber, she creates automated client emails that build relationships and grow their brands. She shared with participants the biggest automation mistakes she’s seen (and how to avoid them). You’ll find her tips in this post. Big thanks to our community for sharing their insights too.
If a marketing automation tool is part of your tech stack but you’re not using it to its potential, what are some easy and essential ways to get started?
A1: One of the main reasons companies pay for technology but don’t maximize its potential is a lack of education. Invest in consultants, hire an expert to join your team, or take courses to master it yourself. #CMWorld
— Liz Willits (@lizwillits) February 11, 2020
A1: If you’re just getting started with automation, create an automated welcome email. This is the first email you send to new subscribers. It welcomes them to your list + sets the tone for future automated emails. It also increases long-term subscriber engagement. #CMWorld
— Liz Willits (@lizwillits) February 11, 2020
A1: Another easy win is creating an automated email for new customers. You can cross-sell or up-sell related products or services to these customers. #CMWorld
— Liz Willits (@lizwillits) February 11, 2020
A1: Another easy win is creating an automated email for new customers. You can cross-sell or up-sell related products or services to these customers. #CMWorld
— Liz Willits (@lizwillits) February 11, 2020
A1: Hopefully you did this before you paid for it, but understand what your goals are and how this tool can help you reach them…and know the full capabilities of the tool. Make sure someone “owns” it. #CMWorld https://t.co/0JHUayoX6V
— Jeremy Bednarski (@JeremyBednarski) February 11, 2020
A1: Sending a basic Welcome Sequence to build Know, Like, and Trust. I am surprised how few of my clients have this set up!
You can copy-and-paste your best blog posts into a welcome automation. #CMWorld https://t.co/eE5Dxr0xi9
— Caelan Huntress (@caelanhuntress) February 11, 2020
Is marketing automation best for every email campaign? Are there campaigns that shouldn’t be automated?
A2: Time-sensitive information shouldn’t be automated. Think limited-time sales, product announcements, and weekly newsletters. Also, if there’s a chance you’ll need to pivot your strategy based on customer feedback, don’t automate. #CMWorld
— Liz Willits (@lizwillits) February 11, 2020
A2: Automation is a great tool, but when campaigns depend on your authentic, real time take on a customer issue or life event, skip it. Your audience can tell. #CMWorld
— Rachel Wendte (@rkwendte) February 11, 2020
A2: I would step back to ensure there is a clear strategy and goals for automation, what is and what isn’t. Triggered, welcome series and drip campaigns are the perfect automation starting points. Real-time and promotional type campaigns are going to be more targeted #CMWorld
— Bernie Fussenegger #Digital360Chat (@B2the7) February 11, 2020
Is design something that can be automated? Should you get that granular with your data to learn which colors, layout or design resonate with particular segments or personas?
A5: If you have the time and manpower to segment your email design by persona, go for it. But prove the time investment is worth it by tracking your time. In most cases, the effort won’t be worth the impact. In some cases, it will be. Measure impact vs. effort — always. #CMWorld https://t.co/msO5qqXKkU
— Liz Willits (@lizwillits) February 11, 2020
A5: Also, check out the @AWeber Smart Designer. It will automate your email design and build a template for you in a few seconds. #CMWorldhttps://t.co/IOi2Qld3Tv
— Liz Willits (@lizwillits) February 11, 2020
A5. Selecting design elements, to display based on a variety of criteria can be automated. This is true for #email, websites and landing pages, and variable data digital #DirectMail.
The design itself is not so easy automate. #CMWorld
— Tod Cordill (@todcordill) February 11, 2020
A5 #Design can’t be automated, but #templates can go a long way towards projecting consistent branding clues. #CMworld
— Roger C. Parker (@Rogercparker) February 11, 2020
A5: if you can get to that level, great! But, you can’t just set it and forget it. You would need to continually assess and tweak your efforts to grow with your target audience. #cmworld
— Maria Marchewka (@_MariaMarchewka) February 11, 2020
With consumer data privacy at the forefront, what extra steps need to be put in a marketing automation program?
A6: Treat your subscribers with respect and you can avoid most data/privacy issues. #CMWorld https://t.co/ysBtoMiKJF
— Liz Willits (@lizwillits) February 11, 2020
A6: Here are a few specific rules to keep in mind:
1. Keep a record of consent that shows how subscribers opted into your email list.
2. Delete your subscribers’ personal data upon request. (Under the GDPR, this is called the right of erasure.)
#CMWorld— Liz Willits (@lizwillits) February 11, 2020
A6: A few more data/privacy rules to keep in mind:
3. Make it easy for people to unsubscribe.
4. Don’t sell your subscribers’ data.
5. Don’t buy email lists.#CMWorld— Liz Willits (@lizwillits) February 11, 2020
A6: Even before #GDPR I did permission marketing. I always asked my subscribers and never used their info without consent. #CMWorld https://t.co/UMPxlutWZr
— Carlarjenkins (@carlarjenkins) February 11, 2020
A6: Unsubscribe button should be easy to see and apparent. At the end of the day, why would you want someone on your list that’s not interested? Give them an out & focus on another customer! #CMWorld
— Cosmitto (@CosmittoDigital) February 11, 2020
What has been your experience with email automation? How did you start? Are you finding success? Tell us in the comments below.
Ready to learn more about automating email the right way? Want to discuss it further with Liz? Attend her session at #ContentTECH Summit. Save $100 on your ticket with code SM100.
Posted February 12, 2020 in: Event by Monina Wagner
