Send the right message, to the right person, at the right time: Automating your campaigns

Automated campaigns are the backbone of a successful email marketing strategy; campaigns that are set up within your email system and send automatically based on specific rules. In this blog post, we will cover 5 automated campaigns to consider as part of your lead nurture sequence. [si_quick_block id="115280" title="How to create a lead nurturing strategy" description="This guide will show you how to create an effective lead nurture strategy for B2B and B2C. The majority of new subscribers you generate and bring onto your email programme will not be ready to buy from you, hence, lead nurturing is a crucial part of any well-structured email strategy."]

1. Welcome series

This is often the first impression that a prospect has of your brand and gives you the opportunity to immediately start to build a relationship with your new subscriber when they…

6 emerging email and marketing automation trends to help inform your 2018 email marketing communications strategy

Email marketing continues to be a vital communications channel with the DMAs latest Email tracker showing that email receives 30 times return on investment on average. 95% of respondents rated it as 'important' or 'very important' to their organization. Yet competition in the inbox for attention from email subscribers remains fierce as social media remains important and competitors optimise their approach. [si_guide_block id="44461" title="Download FREE Resource – Email trends 2018: A visual guide" description="Review your approach to email marketing by reviewing the latest trends."/] So, it's important to review the success factors to improving email ROI, which we summarise in this article with the help of the email specialists who kindly contributed their views and predictions on the trends which will be important in 2018. While some of these are not 'new' techniques, they are increasing…

Email marketing may not seem as sexy as some marketing channels. But when it comes to results, it leaves the rest in the dust

Research by McKinsey tells us email is 40 times better at acquiring new customers than Facebook or Twitter. Once you’ve got customers buying from you, email is your best opportunity to increase their customer lifetime value. Customers who receive your emails spend 138% more, on average, than those who don’t subscribe. There’s a tonne of clever stuff you can do with email. So much so, you’d never have time to do it all manually. This where email marketing automation comes in. Automating your email campaigns allows you to get ahead of the competition, automatically. It frees your team from repetitive tasks and enables you to use intelligent personalization without breaking a sweat. But which automated email campaigns should you start with? Here are ten campaigns you can easily implement…

The best email statistics sources to benchmark open and clickthrough rates for your email campaigns in your industry sector

Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector. Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have ordered them into the 4 top questions asked: What are the email engagement rates for small to medium businesses? What are the Email engagement rates for larger businesses? What is the breakdown of market share for email clients on mobile and desktop? What is a good open and clickthrough rate? How do they differ by type of email? As we'll see, for the most meaningful comparisons we…

Two major trends in email must not be ignored: interactive email and automation.

For certain messages, an old-fashioned email with a plain-text, well-written letter and a call-to-action at the bottom just might do the trick. But unless you want to take the risk of branding your entire online presence as “retro,” to be competitive, you must use the latest email technology.

What is Interactive Email?

To create an interactive email, a developer uses HTML and CSS to create radio buttons, forms, live counters, tabs and other interactive elements typically used on web pages. These interactive emails are now being dubbed “mailable microsites,” and the name fits perfectly. These emails act just like a micro website where users can move from “page to page” using tab and radio buttons to traverse the content and even convert directly within the email. These mailable microsites are being created using techniques such as punched card coding which effectively…

Shockingly, 94% of respondents aren't ready for GDPR

With the new GDPR changes being implemented in May, it is a hot topic on every marketer's mind. The change in regulations will affect the way companies can retrieve, use and store data. This change severely limits the widely practiced methods of asking for an email address to receive a company whitepaper or enter into a competition, and then being kept on an email list for promotional emails and 'spam' that the user did not originally consent to. [si_guide_block id="99357" title="Download Premium Resource – GDPR briefing guide" description="Our round-up of the best guidance on the latest European Union data protection and privacy legislation and how it affects you and your business Are you ready for the GDPR? The GDPR (General Data Protection Regulation (Regulation (EU) 2016/679) comes into force in all 28 countries in Europe on 25th May 2018. It has been agreed by the…

The four steps of personalization, and why you should care in the first place

Consumers decide very fast - in a matter of seconds - whether they like your email campaign.  Provide something relevant, and you have a happy customer. Miss the target, however, and they instantly delete the email. The importance of personalization in an era of immediate gratification is crucial because consumers are bombarded with emails, almost all of which are off target. Personalisation - tailoring of messages to every person based on their unique tastes and preferences - promises to tackle this matter. Done right, personalization elevates peoples' lives and promotes engagement by providing content that is tuned into and even anticipates the customer's needs.  The benefits to the customer also translate into benefits for the retailer.  Personalization can increase aggregate e-commerce revenues by 5% to 15% and boost the efficiency of marketing spend by 10% to 30%. …

‘Conversions’ is what you aim for as an email marketer. But are you walking the right path in the pursuit of it?

Many email marketers, focus so much on revving up the campaign performance metrics that they fail to see what the subscribers will perceive of their email. Email marketing, today, is about delighting prospects and customers at every point of contact- from onboarding to post-purchase communication. So, here are some basic email marketing best practices that you need to follow to ensure that you don’t get your wires crossed:

Use a valid FROM name and address

Your FROM name and email address is your identity. And most subscribers avoid opening emails from a name or address they don’t recognize. So, make sure you are sending your emails from an address that is not only recognizable but also appropriate for the specific purpose of the campaign. Using your brand name in your FROM name…

Don’t make mistakes that others have already learned to solve; these email marketing strategy tips will give you the foundation you need to increase your conversions

There’s nothing more frustrating than knowing that you’re making mistakes that others have long since solved. If you could learn from their mistakes you could avoid repeating them yourself. This is especially true with email marketing strategy. [si_guide_block id="59002" title="Download FREE Resource – The State of Email Marketing" description="Global benchmarking research report to support email marketing excellence."/] You’ve put the effort into getting your subscribers on your mailing list, so the last thing that you want to do is risk losing them by messing up. Sent too many emails in a day? You’re spamming, and they’ll unsubscribe. Focused too much on sales? You’re not valuing their wants and needs, and they’ll unsubscribe. No matter what mistake…

Review your approach to email marketing by reviewing the latest trends

Email marketing is THE evergreen channel which is usually so effective in many sectors that is usually in the top 3 most effective channels driving website visits leads and sales.  So, it's important each year to assess new email marketing techniques and the email capabilities you are exploiting. Drilling down into your own data, and analysing it as a team, can help you get to grips with what you need to refine in 2018. But, sometimes, you need to take a breather from all that analysis and get some fresh perspectives. In our email marketing trends guide, in partnership with Pure360, you get just that. Unique insights from some of the UK’s leading industry experts. Experienced views that will help you refocus your strategy and kick-start your planning. [si_guide_block id="44461" title="Download FREE Resource – Email trends 2018: A…

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