As technology has changed and evolved, so have our methods of marketing. Email marketing has been around since the 1970s, and it has certainly changed a lot since then. When automating email campaigns became possible, it was like a whole new world had been opened up to marketers.
Now that so many businesses have started sending automated emails, though, there are more and more opinions to be had about its effectiveness, sincerity, and many other aspects of the email marketing experience. There are certainly pros and cons to automating email campaigns, and it ultimately comes down to whether or not it makes sense for your business. If you choose to start creating automated campaigns, here are four important considerations to keep in mind.
1. Automating email campaigns may cause your messaging to feel impersonal.
The digitization of marketing has been a wonderful thing in terms of accessibility and reach, but it has also taken a bit of the personal touch away. One of the easiest ways to make your email campaign personal is to add the recipient’s first name in the email greeting. If you’re using Mailchimp for your email marketing, there are several helpful tutorials on how to do this. (And if you’re using another email management service, there are definitely tutorials out there for you, too!) Even the simplest personal touch can make a world of difference to a prospective customer.
2. Beware the dreaded spam folder.
The last place you want your email to be found is the spam folder! Although you can’t control the actions of your audience, it’s easy to make sure your emails are genuinely providing value for the people reading them. Within your industry, there are probably many things that current and potential clients should be aware of. Emails are a great way to keep your audience informed; maintain a high content quality, and your audience will love opening and reading your emails.
3. Automating email campaigns takes time to set up, but saves time in the long run.
Any time you start something new, whether for your business or in your personal life, there’s a learning curve to some degree. Automating email campaigns is no exception, but it’s also not going to take you too long to learn. Thankfully, email campaign management services like Mailchimp and others are very user-friendly; you’ll be able to catch on pretty quickly, but allow yourself some time and patience at the beginning. As you start to master it, things will start moving a lot more quickly, and you’ll start seeing results, too.
4. Get ready to A/B test like a boss.
If you’re in marketing and have ever tried A/B testing without automation in any capacity, we’re about to rock your world. By automating email campaigns, you save so much time and struggle. All you have to do is create your different alternatives, click some handy-dandy buttons, input a little information, and boom – wait for those results to roll in, baby.
Whether or not you’re already automating email campaigns, it can be an extremely valuable part of your marketing strategy. If your current strategy isn’t cutting it and you’re ready to take your business to the next level, you’ve come to the right place. Reach out to our team of experts here at Blackwood Creative. We’re in the business of building remarkable brands, and yours could be next. Contact us today!