so before diving down deep, into the Email Marketing Automation, I will help you getting acquainted with the fundamentals of Email Marketing.
In today’s world, there are endless ways to communicate, but email marketing is still an important inbound tool for having conversations with your contacts. Email marketing is rooted in every part of an inbound strategy, and a great strategy will help you keep your marketing on target and show your company a return on investment. In this article, you will learn why email marketing is an important part of inbound and how to build an effective email marketing strategy for growth.
Email Marketing is now, more than ever rooted in every part of your quality lead generation strategy. By focusing more and more into data and segmentation, you can fuel your lead generation and marketing strategy with smart personalized emails that sync to your CRM and contact database.
Smart Personalized Emails?
Don’t worry, I have discussed about this in detail in the later insightful part of this article.
So, take a deep breath to fade away your anxiety & continue reading till the end….
Wish you a great focus and value with this article!
Let’s kickstart the magic of emails…
so, lets first understand your knowledge transition form this valuable article…
I will take you from understanding the fundamentals of email marketing to email deliverability and beyond to testing and analyzing your emails.
Throughout this article, you will get to understand creating smart emails that’s human, helpful , personalized & holistic.
This unique approach will help you build trust with your contacts (potential customers) who are receiving your emails.
I will discuss how email marketing helps you both start & grow your business.
While there are many conversational growth channels, your company may be using, but email is still at the center of that communication.
You will explore the importance of understanding all the communication, your company is having with your contacts (leads) so that you can craft a smart personalized email that continues to provide value and trust.
So by the end of this article, you will get these keytake-aways-
Let’s first understand, how to build an effective Email Marketing Strategy? which Engage – Nurture – Sales & Retain your customers…
So, in order to align an effective Email Marketing Strategy, you need to add 3 important pillars to your email marketing tool belt & as you implement your email marketing strategy, keep these top of mind, as they are the contact and lens through which you should view all the information that you learn about email marketing.
Let’s take a closer look in each of these-
Segmentation is seemingly simple but important. It actually helps you send the right email to the right person at the right time through the right conversational growth channel. Creating a smart email experience and conversation means focusing just as much on the context of your email as the content you deliver.
Bringing “Context” & “Content” together helps you right the best high-performing emails for your business/brand and thus makes sure that you connect with your audience and don’t waste their time or yours.
Segmentation at it’s core brings 2 inbound concepts together-
1) Buyer’s Persona
2) Buyer’s Journey
Sending the right email to the right person at the right time means knowing who that person is? & where they are in the Buyer’s Journey?
Buyer Personas is the semi-fictional representation of your ideal customer based on real data and some selected educated speculation about customer demographics, behavior patterns, motivations and goals.
Below is the depiction of one of the Buyer Persona that I created for one of my fortune client-
The Buyer’s Journey is made up of 3 Stages-
1) Awareness Stage
2) Consideration Stage
3) Decision Stage
Each stage represents, the experiences your potential customers go through. By using the information you have on your contacts on these categories, you will able to create segments of people who wants similar content.
Segmentation is the act of thinking in groups and creating these segments to send the most contextual messages. Segmentation shows that context is just as valuable as content in your email marketing strategy.
A second way you can add context to your emails is with personalization.
You need to have the information so as to have a highly-personalized conversation with your contacts. To effectively build trust with your ideal customers, you have to create a personalized conversation that engages with content they are interested in.
Personalization is so much more than just adding the first name of the recipient to your email. It’s about creating a contexualized and individual experience.
While there are many channels that will allow you to do this, and more and more created each day.
Email is a remarkable channel that continues to offer so much room for creativity, experimentation, and creating a highly-personalized message at the right time.
If you continue to connect your emails with your contact database you can continue to learn about your contacts and thus personalize even more, this is known as “Behavioral Emails”.
IWith you send Behaviour Emails, you are creating a high-personalized experience for your contacts.
This brings us to the last pillar, the impact of data-driven analysis-
Analysis is one of the most important pillars you have as an email marketing professional.
In a world that is always changing, we have our customers consistently change the way they live and work. Analysis will allow you to continue evolve with them and not be left behind.
By analyzing your emails consistently, and having emails as one of the core parts of your email marketing strategy, you will be able to give your customers what they need to continue the conversation with you.
With all the information you have in your fingertips, with the behavior of your contacts and from previous interactions with them, you are leaving money on the table, if you are not consistently analyzing the data.
To implement data-driven analysis into your email marketing, you need to keep in mind this framework-
1) First track the mertics that matter.
2) Understand what these metrics indicate about the success of your emails.
3) Finally apply what you have learned to optimize and improve each email that you have sent.
Now, let's see how an Effective Email Marketing Strategy look like?
Your email marketing strategy may look a little different than mine or another company’s, but when it comes to implementing, there are three things that every successful email marketing strategy should have in common: Software to implement and track your emails, an understanding of your full-funnel conversations, and clearly defined goals.
These aspects are what will help you implement a sustainable strategy that yields growth and success for you and your business. It might seem obvious that having software is a part of your email marketing strategy, but understanding what you want that software to do for you and how it can help you be successful is a very important piece of your overall strategy.
You will need an ESP, which is an Email Service Provider, you can use to send one-to-many emails. There are a ton of companies out there that do this. And you will have your pick of the combination of features you need. And while I am not here to tell you which one to get, I do have some recommendations of what your ESP should be able to do for you. The most important thing your software should do is be connected to a contact database. This does not just mean a place where your contacts are housed but also one that tracks both the qualities and behaviors of your contacts.
If these two are connected, you will have all the information at your fingertips for personalization and segmentation, which are two pillars in the foundation of your email marketing strategy. In addition, your software should be able to analyze your email sends, giving you deep information into what went well and what can be optimized. The software you use should be able to track deliverability and send automated emails based on user activity to help you send the right email at the right time to the right person.
Your software should make your day-to-day easier and help you do everything from email to the other parts of your inbound strategy all in one place. Great software will be able to drive and sustain your email marketing strategy and help you collect the right information to continually optimize your strategy. Understanding your full-funnel conversation strategy is another important element in developing a successful email marketing strategy. Your contacts are not interacting with your emails in a bubble. They are also reading your blogs, engaging with you on social media, and even connecting with you via a chatbot. Understanding all the ways you are having conversations with your contacts will guide your email strategy. While I think we can all agree that email is great, it can’t do everything. You have to understand where email works and where other channels might work better. Because there isn’t anything more frustrating than having a great conversation but in the wrong channel. Take for example, the other day when I was trying to have a conversation with my mom over Facebook Messenger. Sadly, I got no reply. It wasn’t the right channel, but when I sent an email, a reply came right back.
As a smart email marketing professional, you want to be conversational with all the types of interactions you have with your prospects and customers. From emails you send to messaging over live chat. Delivering the right information at the right time on the right channel is where you’re providing the most human and helpful experience and, in turn, creating the most value for your prospects. This brings us to goals. Without goals behind your emails, you will not know if your emails are successful or not. Settings goals for your email marketing strategy and then for each individual email you send will help you understand how successful your emails are. If you do not know the goal of your email send, then the person on the other end will not understand why they are getting the email either, which could lead to unsubscribes. Setting goals in all parts of your inbound strategy is important – define WHY you are doing something. Simon Sinek the author of, ‘Start With Why’ solidifies this idea with a bigger picture. He states that, “People don’t buy what you do but why you do it.” Setting goals will help your contacts understand why you are sending the email and why you do what you do. Your email marketing success relies on being human and helpful every time you hit send.
While your email marketing strategy might look a little different than mine, applying these three things will help you implement your email marketing strategy: Software to implement and track your emails, an understanding of your full-funnel conversations, and clearly defined goals.
To understand the effectiveness of Deep Email Marketing, you need to first understand the evolution of sales.
Sales involves understanding the prospects needs, pain points, desires and then presenting the product as the bridge between their current state and their desired state.
To establish current state and the desired state, one needs to ask a certain set of questions in a specific order – and the product has to be presented in a specific way. This is what Sales is all about.
So, with the Deep Email Marketing Automation, we actually build the trust of the people through a sequence of automated personalized mailers.
For a Digital Marketer, knowing the target audience is important. Just having the contact details will not be enough to personalize the communication.
Forms that collect more information about the prospect will be helpful in personalizing the communication. Survey form works the best here. Segmentation is the key.
Once the data is collected through the Survey Form, the data needs to be passed on to the CRM/Email Marketing Tool, where the custom fields for each contacts holds the personal information.
Then, you need to go ahead and send out the messages according to the segmentation that you have done. So here, you are using the scaling power of marketing but you are also using the personalization of Sales by creating a system, where it will automatically segment the people and then it will send the messages automatically.
So, the word “Deep” in the “Deep Marketing Automation” is basically about “Segmentation”.
So, if you want to bring the scale of Marketing with the personalization of Sales, then you do “Deep Marketing Automation”.
While sending out Email Campaigns, the data in the custom fields can be used to personalize the communication with your lead, that usually results in very high engagement.
Thus, when you send high-end personalized messages to each of your specific segments, with a a loop based IFTTT conditional statements through mailer conversation, this smart automation process is known as “Deep Email Marketing Automation”.
I hope this article gave you a good idea about “Deep Email Marketing Automation”. Once you implement it and see the results, you will get addicted to deep marketing.
I have been focused on setting up drip campaigns for all my projects and for my clients’ businesses.
It takes from a few weeks to a few months to realize higher conversions and user engagement from a properly designed Highly Personalized Deep Email Marketing Automation Campaign.
Hope my article added value to you, leave your feedback/queries in the comments below!
Dive down deep into the Deep Marketing Automation!