According to Statista, global marketing automation tech revenue is expected to grow from 11.4 billion US dollars in 2017 to 25.1 billion in 2023. So, it wouldn’t be wrong to say that marketing automation is a technology that’s here to stay in the digital world.
The same holds true for email marketing too. Do you know the marketers who use email automation to connect with customers witness conversion rates as high as 50%?
Hence, if you haven’t already started using marketing automation in your business, it is high time you jump in the automation bandwagon and create high-end automated campaigns.
However, make sure your automated email campaigns are unique and relevant. It will help you build your brand while establishing credibility with your subscribers. Wondering how you can do it? Take a look at various actionable tips that can help you design successful automated campaigns. Here you go.
1. Synchronize the look and feel of your business
It is imperative to keep the match and feel of your brand in sync. You can do so by customizing the layout and design of your automated email with the help of the Mailchimp template campaign builder. This will let the customers know that the email is coming from you. So, start by placing the critical components of your brand such as logo, name, a familiar image in a prominent location such as the header of your email. It will help in easy facilitation of brand recognition. Do it the way Chiptole does. See how it has a nice logo on the top with a look and feel that’s consistent with the brand.
In addition, make sure the color palette you use in your email is similar to the ones that you have put on your website. Further, to make it more relevant, include images displaying your new store arrivals. You can also go a step ahead and give your audience a behind the scene sneak peek of your business.
If you have a physical store connected to your website, you can go ahead with personalization and give relevant product recommendations to your subscriber base.
2. Make sure your campaigns are accessible to everyone
Do you know the world’s 15% of the population lives with some kind of disability with an approximate of 2.4% of people experiencing significant difficulties in functioning? Therefore, it is critical to design such automated campaigns that can be accessible to everyone, irrespective of their disabilities. You should choose such design options that allow people with disabilities to access, perceive, and connect with your content seamlessly. Remember, no matter how amazing your email is, if it isn’t accessible by everyone, the chances of your brand losing a large chunk of the audience become high.
So, make sure you keep a check on your email design. In this context, you can begin by choosing font sizes with the arm’s length rule for mobile. It allows the user to see and read the content from an arm’s length. You can test it by sending an email to a mobile device and holding it at an arm’s length. If you can read the content, you can move forward with the font size. If you can’t read it, try increasing the font size and weight.
Crafting and designing an automated email that’s accessible to everyone is difficult. However, with the right tools in hand, you can do it seamlessly. For instance, WebAIM is a tool that gives you an idea of how people with different disabilities will perceive your email. It has simulators for screen readers, low visibility, dyslexia, and distractibility. It also incorporates contrast checkers to analyze the readability of your content, links, and buttons on various background colors.
3. Keep a check on the structure of your email
It is important to place your content in an organized way. Simply put, your layout should match the kind of information you are including in your email. From how your email will look on the phone to making it scannable, make sure you consider these components when creating an automated email.
While the one-column layout is good for precise and simple messages, the multi-column layout works best for image-based and heavier content. Airbnb makes good use of multi-column layout to put its message across.
In addition, if your email content is made up of long sections of text, try breaking it into relevant and readable content with the help of headers. Here’s how Wine Enthusiast keeps its content engaging by dividing it into relevant sections.
4. Incorporate visual elements
You can include visual elements in your email to make it more lively and attractive. From high-resolution images and GIFs to videos and cinemagraphs, there are a lot of ways to spruce up your automated email campaign. See how Hulu does a great job by incorporating a GIF into its birthday email for a subscriber.
You can even try pairing up different web fonts to enhance the typography of your email. As far as including high-resolution images are concerned, you can take help of tools like Canva and Unsplash. It offers a number of free email templates and assets which can be easily modified and used in any email. And if that’s not enough, websites like ReallyGoodEmails, Milled, and Pinterest can always come to your rescue by giving you in-depth insights on current email design trends while helping you get rid of your designer’s block.
5. Personalization is the key
Sure, you are sending an automated email but don’t make it sound like one. Your email must look natural and not something that’s written by a robot. Therefore, it is important to perceive your brand as a person and craft email content that resonates with your subscriber base.
This is where personalization can come in handy. It wouldn’t only help you get rid of that automated feel but also increase your brand engagement. While personalized messages have an open rate of 18.8%, non-personalized messages come with an open rate of 13.1%. Hence, the message is clear – personalization is the key to email marketing success.
So, move ahead and send the right message at the right time to the right subscriber by collecting data of your contacts. These data typically include criteria like interests, shopping preferences, purchase history, sales funnel position etc. You can even incorporate targeted discounts and less generic content to drive more transactions. After all, 70% of consumers respond to a marketing email only if it’s personalized to meet their interests.
6. Include necessary information
Including all the relevant information is important to give your subscribers a seamless email experience. For instance, if you are sending an order update email, make it a point to include all the necessary details that a customer might need in case of any issue or concern. Apple knows how to do it the right way.
Further, if you are asking your subscriber base for some information, include a first name that’s easily recognizable. Also, your reply-to-address should be set to an inbox that’s actually monitored.
7. Maintain a scheduled routine for review
You cannot set up an automated email and forget about it. Remember that your automated campaign will function as long as its conditions are met. However, it is important to analyze and check it once in a while. Simply put, when you perform a review of your automated campaign, it gives you a clear idea if your trigger emails are still relevant or not. If you find any changes in the email trends or the scenario across the world, you can alter the content and quickly update it to make it relevant to the current scenario.
For instance, if a travel company sends an email with offers or deals pertaining to weekend getaways or exotic locations in the present COVID-19 pandemic, it will sound downright insensitive. Hence, make reviewing your automated campaigns your second nature.
Design and content go hand in hand when it comes to automated email campaigns. It is a great way of motivating people to interact with your brand. It facilitates the creation of personal brand experience for the users without putting many tasks on your plate.
So, are you ready to jump in the automation bandwagon? Hope the above-mentioned tips help you ace your automation strategy.