⌚ 5 min read
We’re willing to bet that there’s a little red number in the corner of your phone’s email app.
If you’re one of the rare breeds that has whittled down their inbox to receiving only the emails you open and find useful, hats off to you!
But if you’re like the rest of us, your inbox is probably a tad too full, in other words, a full fledged anxiety attack waiting to happen.
How do most of us remedy that? Check all and delete! Pretty great feeling of accomplishment, if you ask us.
The problem is… your business’ emails might be on the receiving end of that “send to trash” sweep.
Not seeing any traction from the emails you create is discouraging at best and might leave you thinking what’s the point?
Scraping your email marketing isn’t an option, because when done right it is a lead generating, sale converting, customer retaining mechanism.
Each email you send should be leading you toward one of these goals:
By leveraging customer behavior and related emotions and emailing them relevant information at the right time, customers will be more likely to pay attention to your message and act upon it.
That brings the question, how do you determine the right time for each individual customer on your email list?
Utilize automated email systems that send pre-written messages to contacts when they meet a predetermined condition.
Christina runs an e-commerce store and has built up a sizable email subscriber list over the years. Upon reviewing the analytics of her email campaigns she realizes that engagement with her emails has dropped significantly! Many subscribers aren’t even opening them.
Not only is she not engaging her customers but as the interaction falls, so does her “sender reputation” and email deliverability rates, meaning email services will deem her a low-quality sender and lower her inbox placement rate (think smart filters and primary inboxes).
To tackle this issue and utilize the full potential of her email list, Christina segments the contacts into three groups and assigns what kind of automated (so she doesn’t miss milestones) emails she’ll be sending at each stage.
New Subscribers: Welcome message
Current Customers: Items left in cart message, cross-selling, and discounts for special occasions
Lost Customers: Re-engagement messages for customers and subscribers who haven’t made any contact with the business in a while
By catching customers where they are in their journey and delivering relevant emails that relate directly to them, Christina is able to increase her open rates and eventual engagement (click-throughs to the website), which correspond to higher sales.