The name of the game is “engagement”, and email automation has become an industry cornerstone for modern marketing mechanics. Building your audience can be difficult, let alone locating prospective consumers. Email automation nurtures relationships, and it increases platform revenue. Its best quality rests in its free-flowing approach to consumer outreach, keeping your resources free for bright horizons, new projects and great opportunities.
Generating a great email automation platform is easy, and the following aspects—when created with care—will create long-lasting email marketing solutions in little time.
Cornerstone One: Contact Base
Once you’ve obtained potent email automation software and have defined your company’s goals, it’s time to begin. Above all, every business is defined by its consumer base. Your contacts, here, will reflect your future consumers. Focus on placing each contact into a single platform.
Mobility isn’t possible without unified action, so importing all contacts is vital. Scour your other services, files, phonebooks and preexisting contacts. If your provider provides contact management tools, learn them first. Harnessing contact management tools will fortify your resource base. As with most projects, working top-down will supply mobility. Generate a healthy contact supply before anything else.
Cornerstone Two: Your Consumer Relations Management
B2B and B2C email marketing campaigns have changed. Where simple, bulk-content emails defined earlier email generations, modern approaches require intensive consumer relations management (CRM) solutions to remain effective. Combine your trigger-based, drip and bulk emails to coordinate with one another, and target key processes, like generating online forms and lead scoring.
Automated platforms thrive upon consumer outreach, and your solutions are only as potent as your ability to contact the right consumer at the right time. Channel your social, tracking and landing page resources to identify the most effective CRM solutions.
Cornerstone Three: Segmentation
Segmenting your consumer base from acquired data will aid most processes. When developing your email automation platform, consider acquired contact data. Additionally, take a look at previous campaign interactions, site activities, social data and other contact information data. Like CRM solutions, segmentation is only as effective as its fuel sources.
Effective segmentation can be used to send targeted campaigns, explore new contacts and effect automotive processes. Additionally, it can be used to create custom forms. These forms can target website dynamics and emergent consumer bases, empowering your campaign outside the email realm.
Cornerstone Four: Dynamic Content
Automated campaigns need to be reactive. Quick, accurate responses are generated from intensive behavioral and contact data. Once you’ve obtained a healthy supply, it’s time to trigger emails based upon contact interests, actions, behaviors and economic influences.
To do this, you’ll need to conduct split testing. Split testing engages different contact groups based upon clicks, opens and ROI. Studying your consumer base will lead to a larger consumer base, and dynamic content based upon RSS-based data, conditional atmospheres and even eCommerce platform health can create living, breathing email campaigns.
Cornerstone Five: Real-Time Insights
Similar, yet separate, from dynamic content is real-time consumer insight. As the world changes, the Internet reflects consumer interests, attitudes and market segment residence. Governing an effective email automation campaign requires flexible reactions, interactions and trend contact. Once you’ve fortified your email campaigns home base, you’ll need to take things to the field. You’ll need to access a variety of reporting options.
Stay informed. Examine ongoing trends, specific campaigns, shifting news resources and real-time activity streams. Sometimes, an automated email platform can’t do it all. In some cases, your ability to identify new directions from behavioral, interactive and contact-based data will determine your brand’s newest impact. In any realm, effective marketing relies upon consistent, yet particular data. Your campaign, when empowered with reliable insights, won’t only be effective. It’ll be unrivaled.
