In the digital age, where consumers are hit with thousands of ads every day, one connection reigns strong: email. In fact, email marketing can have upwards of 4,200% ROI when executed the right way. Automated emails average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. With connection potential high and ROI potential even higher, now is the perfect time to implement an automated email strategy to your marketing efforts.
What is Email Automation?
Email automation is the ability to send triggered emails to users based on parameters you define. So why is email automation so useful? It automatically shares the most meaningful information with the user, so your campaigns can always be on, even if you are not.
Utilizing a platform with automated email capabilities is the first step in getting started. Platforms like Mailchimp, ActiveCampaign, MailerLite, and Hubspot all offer great integrations that can help you execute an automated email campaign. While each platform works differently, its core functions are the same; send emails based on engagement triggers you set up. For example, if someone adds a product to their cart but does not complete the checkout process, you can set up automated emails to remind them of their full cart. Similarly, if someone fills out a form on your website to get a whitepaper, a form fill could prompt an automated email sending the whitepaper directly to the user.
Automated emails allow for more personalized messaging to your customer. By delivering curated content, users will receive only information they care about, raising their trust in your business, and increasing their overall purchase intent.
Best practices you can implement today
Build A Quality Audience
Ensure the best results by building your contact list with an opt-in form (double opt-in is even better). People directly asking for more information from your small business won’t report you for spam and are more likely to engage with your content.
Segment Your Audience
Without separating and organizing your audience, you are missing out on the easiest way to build connections with email marketing. Segment your audience by adding them to automated email chains based on specific actions and get the right message to the right user, every time.
To start your automated emails, consider sending a welcome email. This email can be used to introduce yourself or your company and explain what the user can expect from your emails.
CTA Above The Fold
The CTA of an email is so valuable that emails with a single call-to-action increase clicks by upwards of 371%. By keeping the CTA above the fold, you increase the chances of your customer taking the desired action.
Optimize For Mobile
47% of all people use mobile as their primary device for checking email. This means if you aren’t optimizing your email for mobile viewing, you could be missing out on a big piece of your audience, or not providing the best user experience.
Easy Access To The Unsubscribe Button
We’ve all been there, looking for an unsubscribe button on emails but getting frustrated when we can’t find it. The truth is if someone wants to take the step to unsubscribe, let them. The alternative is getting annoyed with your brand and dropping your open and engagement rates.
Test, Test, and Test
Whether its CTA’s, subject lines, imagery, or products, it’s so important to test. By testing and analyzing the results, you can optimize and boost your performance over time by delivering the best content to your audience.
Limit the Imagery
While some pictures are nice, avoid having so many where it delays the load time on email browsers. The average reader has an attention span of only eight seconds, so when load times are slow, you can quickly lose your reader’s attention.
Quality > Quantity
Understanding some industries require timely emails, the general rule of thumb is to produce higher-quality emails with the intention of spreading them out to avoid filler content. Building up a reputation of first-rate quality content, leads to users knowing when your email comes through, it’s important to read.
Follow The CAN-SPAM Act
Did you know the Federal Trade Commission has rules around emails? We recommend you follow these rules to keep your emails out of spam folders and avoid legal action. Check out the CAN-SPAM act here.
Email Copy Best Practices
- Subject line should be short and sweet (3-5 words) using actionable language.
- Write conversationally and with clarity
- Optimal word count is under 200 words
- Establish a brand voice and stick to it
Automated emails can be time-consuming and complex, but with an ROI upwards of 4,200% and a list of people who seek out more information about your brand, it’s time to consider adding it to your marketing strategy. At Digital Hyve, we specialize in connecting small and medium size businesses with their ideal customers and delivering curated content through email automation. If you would like to talk to one of our digital marketing experts about email marketing, contact us!