Sending emails to your users specifically based on their interactions with your website or landing page can improve your open rates by up to 70 percent.
An overwhelming amount of Entrepreneurs who have decided to explore Email marketing as a means to attract new customers will typically resort to a strategy that involves simply sending out one basic email message to a ton of unsuspecting folks in hopes that a decent amount of these contacts will notice, click and take an interest in what they have to offer. Does this sound familiar to you? Well, keep reading.
According to various studies, 90% of all email recipients will, at some point, choose to opt out of receiving commercial email messages.
So, you see, sending out a boatload of one-size-fits-all email messages to a large list of contacts might not be the best way to deploy your limited resources as an Entrepreneur. Experts will tell you that you stand to build a more effective email marketing apparatus when you customize your email messages to speak specifically to the needs and interests of each user.
One way to start is by using Triggers to determine who gets what kind of message. According to Smart Insights, triggered emails reach 71% higher open rates and 102% higher click-through rates compared to general email newsletters.
Triggers are actions users or visitors to your site take that will place them in a different segment on your list and thus cause them to receive an email message that is directly in concert with the action they took and your overall email strategy.
Some common triggers include, free trial registrations, eBook downloads, etc. The folks over at Benchmark have outlined a few awesome triggers to get you started.
Now, I can understand how this strategy can seem mucho intimidating to some. After all, just basic email marketing isn't without its inherent complexities. One can encounter many challenges both legal and technical.
I do assure you, however, that with the right email marketing tools and a little bit of patience, you can use triggers to get more responses to your email messages.
Here are the top three we have outlines.
1. Welcome Emails
Welcome emails are great at making a first impression with folks who opt into your list(s). Opt-in's can take various forms. These could be folks signing up to receive newsletters, in which case your welcome emails should include a taste of what the recipient(s) can expect. Every welcome email should set some clear expectations for the end-user to process.
Here you should let them know how often you will send them emails, and ask, if necessary that they whitelist your domain. Welcome emails are most effective when sent out immediately after the triggering action is taken.
There are two ways to automate this process. Beginners are best served by finding a versatile email marketing platform like Mailchimp or Benchmark to help setup your automations. More advanced folks can setup automated emails at the server level of their Website(s).
2. Nurturing Emails
Customers want different content at different times throughout the buying cycle. The main objective of these emails is not to promote your product or service but help customers get what they want based on what they’ve done – deliver the right message to the right person at the right time.
The advantage of nurturing emails is the opportunity to establish an open communication channel that cuts two ways. Customers can give you constructive and valuable feedback and ask questions, and you can better understand your customers and their needs.
Once you deliver your emails into the real world, you can find out what works and what doesn’t work. Just keep testing and learning your emails like subject lines, timing or copy to make the best use of them.
Let’s say you have a SaaS product. You can set up a range of automated nurturing emails educate your users about your features or to promote some updates. For example, SE Ranking is sending out a chain of triggered emails to help users understand better how their key features can help complete SEO tasks. It helps their customers find out more about the features and how to use them properly for their business.
3. Retention Emails
According to Marketing Metrics, the probability of selling to a new lead is between 5-20%. That is increased to 60-70% for the probability of selling to existing customers.
Your team is constantly improving the product and enticing customers to make another purchase. That’s where retention emails come into play.
These emails are intended to engage your clients, especially where they stay inactive or doesn’t take full advantage of your service or product. It is critical to have something to offer them and use the opportunity to communicate.
If you want to make them happy and offer more value for their money, you can show what they are missing out via automated retention emails.