You’ve probably heard email campaigns referred to as “drip” or “nurture”: The idea is to continually reach people where they’re at in the customer journey in hopes of connecting with them at the right time and leading them down the path to a sold column. But managing an email campaign can be difficult. It demands time and resources, even though it’s a relatively low-cost method of customer contact.
One of the ways to reduce that time and those resources that you have to devote to email campaigns is to maximize your automation efforts. There are a number of ways to do that. For example, your data is the basis for everything, and the more you know about your customers, the more you can automate your email to help them feel individually connected to you as not just a customer, but an actual name.
How can you automate your email? This graphic helps explain some good steps to take.
So you’ve created an email marketing automation campaign. Good job. These types of campaigns, also known as email drip campaigns and email nurture journeys, provide your sales team with a continuous supply of leads that are ready to close, thus maximizing marketing and sales effectiveness (as explained in an earlier article). That’s a pretty handy marketing asset. According to MarTech, companies that excel at drip marketing generate 80% more sales at a 33% lower cost.
What exactly does it mean to excel? Though an email nurture journey is designed to run automatically, it is not a set-it-and-forget-it tool. There is always room for improvement. Start testing and see how much you can improve open rates, click-through rates, and conversions.