Things To Consider With Email Automations
According to research, implementing an automated email sequence has been shown to significantly increase sales by up to 320% compared to traditional email communication methods.
Why?
Firstly, they are received after the consumers have taken action…such as purchasing with you (purchase sequence) OR signing up for your newsletter (welcome sequence) They are a warm and active lead, so are far easier to re/convert.
Secondly, the automation is built more consistently. Through drip-fed information, consciously thinking about the storytelling, exciting and inspiring your audience around your product collections. Rather than being bombarded with sudden sales-focused communication that you only send when you have something to “sell”. Which readers aren't expecting and are filled with links to products they have no understanding of.
To maximise the effectiveness of your email communications, we have identified five key factors that you should take into consideration during the development process.
Don't Add Them To Your Weekly Newsletter (yet!)
Once you have created a dynamic welcome sequence (either organically or through data capture), you don't want that storytelling to be interrupted by your regular weekly communication. Most welcome sequences should consist of 4-6 emails. Therefore, adding new subscribers to your weekly newsletter is advisable AFTER they have completed the planned welcome sequence.
Don't be Sales-Focused (yet!)
After a consumer makes a purchase, the email sequence that follows immediately and over the following days should focus on providing value, rather than being sales-focused. Customers want to feel valued, confident in their purchase, and excited to be part of your brand. The latter part of the purchase sequence can include more content that drives sales.
Creating Multiple Data Captions
To truly understand your shoppers, you need to be able to offer a variety of data capture incentives. This will allow you to build different profiles of the avatars that are interested in your brand, and identify which ones are making purchases. Some examples of incentives include:
INSPIRE - gift guides or catalogues
EDUCATION - how-to guides
EXCLUSIVE - early access or sneak peeks
DISCOUNT DRIVEN - percentage-based pop-ups or secret sales
Each set of communication sequences should be specific to the data caption itself.
Creating Personalised + Segmented Emails
In 2024, we are likely to see more personalised and segmented email communications. It's important to move away from a "one size fits all" style of communication. Therefore, the purchase sequence should be focused on the specific items that customers have bought and understanding whether they like them. Similarly, each data capture sequence should be tailored to the information we know about a subscriber. Whether they are excited by discounts or newness, use this information to guide your communication with them.
Have A Tidy Up
Finally, not specific to automation, but to increase the overall success of your email marketing strategy - it is recommended that you regularly clean up your email subscriber list. Having old and unwanted emails will hinder the accuracy of the data you collect each week. It's better to have fewer subscribers and deliver accurate insights after each email.
Email marketing will continue to be a driver of sales as we continue into 2024, and still has the largest return on investment within SME brands.
If you are looking to start or refresh your email marketing efforts, our team will support you as part of our Monthly Marketing and Strategy service options. Our team can support you in creating authentic brand stories both in real-time and those that are set up automatically.