Email marketing has become one of the most powerful marketing techniques over the years and it’s not just B2C businesses that have benefited from it, B2B businesses are also using email marketing to attract new leads and maintain relationships with current customers and clients.
As your business grows, your processes must also change to keep in line with your growth and this is where many companies implement automation into their email marketing strategies. Automation may sound daunting at this point, especially to those less tech minded, however, with the right knowledge and email marketing tool, automation could be the best thing to happen to your business.
With automation, you could gain back some of your valuable time use by streamlining your email marketing processes such as campaigns and target emailing. You can even integrate other apps and websites, including eCommerce platforms such as WooCommerce and Shopify.
The big question is: How do you make the switch to automation as effectively as possible?
Prospects are businesses that could be potential clients and building up a profile of the kinds prospects you are looking for will help you better visualise your email marketing processes. You can organise them by education, skills, industry, job title, key responsibilities, challenges, goals as well as demographic information and behavioural patterns. You can achieve this by research, conducting focus groups and surveys.
Funnel your contacts to your sign up form
The best way to capture leads who are either prospects or know who you are but haven’t quite made it to your website is by creating a signup form. This will be your first chance to capture all the relevant info you need and help you segment your contacts. The great thing about sign up forms is that they can be shared and integrated into multiple places online. From your website to your social media accounts or blog posts, these sign up forms will help you attract a range of potential customers and you can do this by offering a sign-up promo code or even a freebie (guides, white papers, products) as an incentive.
Segment your contacts
Segmenting your contacts makes it easier when you decide to run targeted campaigns. For example, if you work with other businesses who might only be interested in specific products or services you offer, you will segment those contacts into lists per their interests. You could even segment them by location, company size or annual turnover. New data privacy laws can help with this, as subscribers must opt-in to receive emails from you, subscribers can choose what content they receive from you (e.g. news, promotional emails etc.).
Set Trigger Contact Points
Automation allows you to reach out to contacts when an individual conducts an action that will trigger an email. For example, if you have a contact that subscribes to your mailing list, this action will trigger a welcome email that will notify the subscriber that they have successfully joined your mailing list and give them a quick greeting. You can integrate trigger points into your website too, for example, someone has put together a shopping cart on your website and they leave the website without making a purchase. If they are already a contact in your database, this will trigger an email that will remind them about the items they have left in their shopping basket to encourage them to finish making their purchase.
Some businesses worry about losing that one-on-one connection with customers. However, because you have automated your emails does not mean that personalisation goes out of the window. Automation means you can still use contacts names in emails without them suspecting that the same email has gone out to your other contacts, ensuring that they still feel like the valued customers that they are.
Never ignore your insights. Automation allows you to collect data from your email campaigns, with these insights you can gage how well your content is performing, how many clicks your campaigns receive and what the conversion rate is. These insights are extremely valuable when it comes to creating more effective campaigns that will enable your business to grow.
Update Your Data Regularly
Data protection laws vary depending on where your business operates so it’s a good idea to be sure of the data privacy regulations your business must adhere to and make sure your data is stored in a way that complies with these laws. You should maintain this by ensuring that your email marketing tool captures the correct information (such as, contacts details, plus why you are storing their data, who has access to it and how their data was sourced) and updating your databases regularly.
If you’re new to email marketing or a seasoned marketer, starting out with these best practices will ensure that your road to automation goes smoothly, building better content and attracting more leads so you can get on with growing your business.