Email Marketing Automation can help achieve higher user engagement and customer conversion with smart, relevant content that is delivered to your contacts in a timeframe suited to their lifestyles. It can generate big data that can help you understand your customer demographics, their needs, and their purchasing habits. Additionally, email marketing automation takes care of contacting customers for you; you simply lay out the guidelines.
Using data, big or small, can help you set up a personalized email marketing strategy that suits your business and connects with your customers. Just follow our guidelines and these 5 easy steps, and you will be on your way to marketing automation success!
Step 1: Plan Your Communications
When does it make sense to reach out to your customers? If they made a purchase, when is it appropriate to follow up? When will they need additional services or products? What other events would trigger a communication piece? A visit to a specific page, a lack of engagement, or once someone fills up a form? We have a post about this subject and have a spreadsheet you can download to plan your communications.
Step 2: Gather Customer Data
The information that can be gathered from website visits and email interaction can give you important information about your customers’ shopping habits. Determine what is relevant to your business, and your ability to harness big data can help you find ways to better serve each individual.
Step 3: Automate and Trigger Communications
Communications can be triggered or scheduled when a customer makes a purchase or engages a specified interaction on your website. This is the execution stage and you need a platform flexible enough to allow you to do what you need and powerful enough to deliver results.
Step 4: Track Results
You need to keep track of success metrics for your email marketing campaign. This data can show you how successful your campaign is and what areas have room for improvement. Big data is not simply about the amount of information you store or is available about your customers. It is also the information you need to optimize communications and improve every day. You should be able to see the overall response statistics, by campaign, and at the customer level.
Step 5: Optimization
You don’t need a Ph.D. in Statistics to view a few stats and understand which campaign is resulting in the behavior you expect and which are not. Use this data to fine-tune your automated marketing technique. Keep improving communications and adapting to customer needs to get the most out of your email marketing automation initiative.