Guide to Spam Proof Email Marketing: Part 6 – Automate Your Email Marketing

Automate Email Marketing

You’ve made it to the last blog in our series, ‘Your Guide to Spam Proof Email Marketing‘!  Now let’s wrap things up with the final steps and tips you need to know to create amazing, spam-proof email marketing campaigns.

It’s time to automate your email marketing process and convert your email marketing campaigns into a money making success stories.

Auto-responders can be considered an email marketer’s most influential tool for converting leads to sales.  They are essential when it comes to engaging your email lists, building strong value, developing relationships with your audience and converting them into buyers.

The coolest thing about auto-responders is that once you create them, they’re on their own and you really don’t have much after that.

Automate Email Marketing with Auto-responders

An auto-responder can be defined as a series of emails that are automatically sent to specific segments of people in your email list, triggered entirely by specific events taken by them, like joining your list, browsing your website, abandoning the cart, downloading a lead magnet or buying a product.

You will be creating the content of these auto-responder emails in advance and setting the emails up to be sent out at the appropriate times with the help of whichever email marketing service you choose (for a full list, see part two of our series).

Auto-responders are important for two major reasons:

  1. They help in nurturing your leads by giving them valuable information and insights while at the same time, teaching them how to have a better buying experience with you.
  2. They directly help in converting prospects into customers by building good communication and trust with your leads without ever looking too desperate or out of touch.

Choose a Goal for the Auto-responder

Let’s start with the first step in creating effective auto-responder series – setting up your goals.  There will always be one or a combination of these goals for your auto-responder series:

  • A welcome sequence for new subscribers – This will be a message that you’ll send to your new subscriber right after they give you the permission.  This will commonly contain a link to a lead magnet for easy downloading followed by a thank you message and a call-to-action to check out your other similar offerings. This is your chance to make a lasting impact on your new subscribers.
  • A lead magnet/link to a freebie – Auto-responders can also be effectively used as a lead magnet to attract the new subscribers.  You can send out a free mini-course or other freebies with a promise of a series of emails containing more such deals.
  • Bringing sales on autopilot – These days, all leading e-commerce businesses are creating sales funnels out of email auto-responder sequences.  This can include a series of linked, educational videos and resources, followed by other follow-up emails to sell your products.  It can also include promos and deals on your products to attract the right subscribers who have just viewed these products on your website.
  • Up-sell and cross-sell your products – Auto-responders can be equally effective for existing customers who have already purchased your products or services.  You can use them to up-sell and even cross-sell relevant products and services that you deem that particular segmentation of customers would find attractive. For example, if your customer just bought a course on PPC marketing, you might be able to sell a course on SEO strategies at a discounted price tag.

Map Out Your Sequences

The next thing you’ll want to be doing is mapping out the entire sequence of your auto-responder.  For this, you will need to figure out the length of the sequence, including the number of days and the number of emails.

Keep in mind that there is no universal rule to how many emails you need to have in an auto-responder sequence. You just need to make sure that your sequences are long enough to accomplish the goals that you have established.

You will also need to structure the gap that you would like to keep between your emails going out.  While it might be okay to send out an email once every two days for a start, keeping this as a habit, in the long run, might simply annoy your good subscribers.  Try and maintain a healthy balance here and you will be fine.

Most importantly, as we mentioned in our previous blog post, the quality of your emails and the level of value they are adding for your subscribers is critical to your success.  As a standard, you can follow an 80/20 rule, in which 80% of your emails will be around giving value and only 20% around making a sale.

Next up, you can create outlines for all of your sequences, from start to finish, underlining the topics each email will be covering and the call-to-action that you will have in place.

Create a Series that Converts

It might be a difficult task to actually write the emails for your auto-responder series. If so, we recommend that you outsource this task to a professional copywriter.  If you’re confident in your own abilities, then keep the following points in mind while crafting your series:

  • Keep your Focus on the Reader – Remember to always write out emails to address the genuine needs of your subscribers instead of your sales goals.  As the marketers say: “People don’t buy products, they buy solutions”.  Try and offer a solution rather than bombard them with your offers.  Understand the major pain points of your subscribers and address them in your emails.
  • Personalization is the Key – The more you personalize the content in your emails, the better. Personalized emails will definitely look more valuable and relevant to the subscribers.  And by this, we don’t mean simply adding the name of your subscriber.  You will have to put forth the time and effort to actually tailor the content of your emails.  Give them true value and be a true friend to their needs.
  • Keep Nailing the Subject Lines – As marketers, it’s all about the headlines.  As email marketers, it’s all about the subject lines (well, most of it!).  So think like a subscriber and don’t accept any subject line that will not really move you enough to click on an email.  Make sure you concentrate on the personalization here as well to make the subscriber curious about the highly relevant content that might be lying there in their inbox.

Control & Improve

While auto-responders, as the name says, are mostly a hands-off task after being successfully set, we still recommend that you loosely monitor the progress and performance of these emails.  It’s this close monitoring that might be all the difference in the end.  You will want to identify all areas that are not performing and might be improved.  Try A/B testing of little things to see if there are any improvements (always make sure you test little things and don’t perform drastic changes).

Pay attention to the following when analyzing your auto-responder campaigns:

  • Open Rates – If the open rates are less than ideal, then revisit the steps in part five of our series to see if the auto-responder is relevant to your subscriber lists and/or if the subject lines are appealing enough.  You might also want to check the timings of your auto-responder emails.
  • Click Through Rates (CTR) – Once your subscriber opens your emails, are they actually taking any action on them?  Having a low CTR might be signaling a weak body copy.  You might want to check the relevancy of your email copy with the subject line and if the content actually offered value to the subscribers.  You should also check to ensure that the CTR is clear enough and that the links or buttons are easy to find.
  • Unsubscribes – Remember that unsubscribes will always happen.  Having said that, a high or unusual unsubscribe rate should not be taken casually.  If this happens, you should check to ensure you’re delivering the promise that you initially made to get subscribes to join your mailing lists.  You will have to check the relevancy of the content of your auto-responder and also see the ratio of your email content that is sales-oriented and maybe cut down on that and work on adding more value.

Well, that’s the end of our series.  You now have enough knowledge to go out, set-up, experiment, and master the art of spam-proof email marketing.

As always, Mail Monitor is here to support you in your journey and helping you transform your email marketing campaigns into sales machines.  Contact us with any questions you might have about our tools and offerings and check out some of our other blog posts for more tips and tricks on being successful with your business emails.

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