Guide to Email Automation Management
Email automation management refers to the process of how you setup, manage, and update your automated email campaigns. From idea to first iteration, we’re showing you how to get a handle on a task that still alludes so many marketers, business owners, and product teams. It’s important that you manage your email automation effectively: Triggered emails get 70% higher open rates and 152% higher CTRs than drip emailsRelevant emails drive 18X more revenue than broadcast emailsOnly 51% of companies are currently implementing marketing automation of any kind (meaning there’s a good chance you can do better than your competition)Best process for email automation management Email automation management should be as agile as possible. You shouldn’t strategise a big campaign and set up a complicated behemoth of email automation before first testing your results. Instead, think like a SaaS developer, who would build one small feature at a time, frontend then backend (while working as agile as possible). By the same token, you should strategise how to solve for one problem at a time, or a few related problems. This is in contrast to strategising a complex, robust email campaign that covers every possible use case. You’ll have better results if you take one problem, figure out how to fix it, trigger that message, and then measure response than if you setup dozens and dozens of emails for different purposes all at once. Here’s the email automation management process we recommend you follow:Strategy: Start with a problem and discover what you can do to solve it, such as a high rate of new subscribers not logging in after they start their free trial.Setup: Next, choose the correct Smart Group (or apply customer filters) to target the right people to receive this message, based on a specific action or even a lack of engagement.Write the copy: Then it’s time to craft a message that appeals to this group of customers or prospects, based on the targeting criteria and where they’re at in the customer journey.Updates & optimisations: Email automation management also includes the process of reviewing, updating, and optimising your emails to ensure that they’re effective and up-to-date. Let’s take a look at all of these steps and stages in more detail. 1. Start with strategy Clichés exist for a reason right? Right. Starting with strategy might be a cliché, but you have to start with strategy if you want to you want to manage email automation in a way that’s truly effective and engages with the right customers at the right time. We recommend that you start with a common problem or known problem. You can work together with your marketing, product, and/or digital teams to brainstorm some issues that email automation might be able to solve. You can also take a look at these common issues and see if any apply to your business: Not trying to save abandoned carts: If you’re an ecommerce company with no systems setup for saving abandoned carts, such as emails that remind shoppers over the course of three days, then that would be a great place to get started with email automation.Not getting feedback on cart abandonment: Why do customers abandon your checkout? You could send an email asking for their feedback to find out if its something wrong with the product, or with your checkout experience.Free trial churn for SaaS: You don’t want to bombard active free trial users with the wrong kinds of messages, however for users who haven’t logged in in the last couple of days, sending them helpful messages is a must.Churn for digital publishers and content subscriptions: As a…
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