Email marketing is an essential part of any business development plan. It is another way of communicating with your target audience, which helps you spread the word about the company and increase your sales. To get the most out of it, you should use email sequences. Read about why it is better to do it using specialized software below.
What Are Email Sequences For?
With the help of timely and regular emailing, you can interact with your clients:
- increase their involvement and loyalty;
- inform about promotions, sales, updates, and other events;
- carry out cross- and upsells;
- increase brand awareness and expand your target audience;
- renew relationships with those whose activity has recently dropped.
All this can bring unconditional benefits to your business. However, it is essential to correctly build lead nurturing so as not to scare users off with your persistence and turn them into regular clients. It is where modern software can come to your aid.
Why Automate This Process?
There are many important parameters to keep in mind when constructing sequences that make them unique to each customer. It can be personal data such as the city of residence, gender, age, or specific visitor actions to your site. Here are the main reasons why automated systems should be used in your marketing strategy.
1. Segmentation and personalization
It is almost impossible to cover the entire target audience, its interests and characteristics using manual methods, which means that you can miss important information when creating advertising letters. Modern services collect data about visitors and customers, analyze it, draw appropriate conclusions, and launch the emailing list for you. You only need to choose which scenario will correspond to which segment.
2. Timely sending emails
Since lead nurturing is an important part of your digital marketing strategy, every email should be sent on time. Even if you only have a hundred subscribers, doing it manually is a daunting task. The scripts you set up work automatically. If you have a new client, welcome messages and manuals for using your service may be sent to them. If the interaction is close to purchasing a product or service, you can offer promotions or discounts in a letter.
3. Correct responses
There should be an appropriate response for every action a potential customer or active buyer takes. As you write your scripts, you have to consider typical customer behavior and anticipate the next steps. At each stage, the purpose of a particular letter may differ, and the subject, content, CTA, etc., will depend on it. Thanks to automated systems, you know at what stage the relationship with each client is.
4. Chance to get unsubscribers back
The fact that people periodically unsubscribe is a typical situation for any business. They can do it for various reasons, including those not related to their attitude to your company. It’s worth tracking these customers and re-engaging them with emails. You can try to get them interested in new products, great discounts, valuable information, and other things. Even if it doesn’t bring them back, you can get feedback from them to improve your business and marketing strategy.
Offer Clients What Really Interests Them
Since the email sequences technique is trigger-based, it helps you offer clients only the information that interests them. Thus, you build a strong relationship and maintain a customer’s attention, prolonging the mutually beneficial cooperation. Use software that automates almost all stages making your letters as effective as possible. Plus, you can gauge what worked best and see what should be improved using the analytics tools it offers.
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