Courtesy of RazorSocial.com
- Smart marketers and business owners use marketing automation to improve customization, relevance, conversions and revenue from their marketing campaigns. According to Emailmonday, roughly 49% of companies use some type of marketing automation, and this is an upward trend.
If you still haven’t implemented the tech, it’s time to get on board!
- Find a tool that suits your needs. If you are selling products and services online, then the chances are you need a marketing automation tool instead of an email marketing tool. We currently use Ontraport to automate a variety of marketing tasks. It’s a great tool and it’s relatively easy to use. But there are plenty of others, such asConvertkit, ActiveCampaign, InfusionSoft, and Marketo which are better suited for larger businesses.
- Create an automated welcome series for new subscribers. When someone joins your email list, it is a clear signal that they’re interested in your company’s products or services. You want to give them a warm welcome, which means you’ll want to help them get to know you better, share your best recent content with them, and let them know what they can expect to receive from you in the future. This is a really important sequence and you can set it up with a tool such as MailChimp.
- Leverage Facebook custom audiences. Find a tool that supports automatic creation of Facebook custom audiences that you can target. Imagine if you could automatically create an audience of people who visited your checkout page but didn’t buy so you can target them with the right advertisements. Ontraport automatically creates these audiences and keeps them in sync, but there are also other tools that can help.
- Create an exit intent popup on your site to build email subscribers. Optinmonster is the best tool for getting more emails on your website. The exit intent popup is a popup that only appears when someone is going to exit your website – and conversion rates are very good! Optinmonster also supports a wide range ofoptins, split testing, reporting, targeting based on referring site, and so much more.
- Create marketing automation sequences. When you want to create your marketing automation sequences or the emails you’ll send to drive people towards the action you want them to take, use a tool such as Lucidchart to map them out.
- Set up trigger email campaigns. Set up your marketing automation tool to trigger an email to a subscriber that visits an important page. For example, if a subscriber visits your product page but doesn’t buy it, that would be a good time to generate an email.
- Show optins only to people who are not your email subscribers. When your existing subscribers land on your website, it is pointless to show them an option to subscribe via email. You can use Optinmonster (mentioned already) to display something different for your email subscribers.
- Set up click tracking to see who clicked links in your emails. When you send a promotional offer via email, check to see who clicked on the link and showed interest in your product. You can create an email specifically for people who clicked on this link. They have shown an interest in your product so it’s worth following up. This can typically be automated in most email automation tools.
- Implement content upgrades. A content upgrade is a bonus content created specifically for a particular blog post or page. This content is directly related to the topic of the post and your readers can access it in exchange for their email address. For example, if you write a blog post on marketing tools, theoptincould be a PDF download of the marketing tools. These
optinstypically achieve a 10% plus conversion rate.
- Segment your email list. I got an email from Steve Dotto recently ( a friend and a marketing expert) and he asked me as a subscriber what kind of content/emails I’d like to receive. Based on the responses he collected from his subscribers, he was able to segment his email list based on their specific interests. Segmented email lists mean higher open rates and happier subscribers!
- Don’t forget the about us page. This is a great page for buildingoptins. When someone visits the about us page on your website, they are interested enough to read more information about you. This means that they are a good potential email subscriber.
- Retarget people who visited your website and didn’t optin with Facebook ads. When you spend all that money to drive visitors to your website, you need to make the most of them! Facebook retargeting ads give you another chance to turn those visitors into subscribers. Since these are the people who already visited your site, you can target them with highly relevant ads that drive more engagement and higher conversion rates.
- Be more concerned about click through rates rather than open rates. It’s great if people open your emails, but if they don’t click on the links you provide, then the email was not interesting or relevant to them so they are less likely to open up the next week. Use the analytics provided by your email marketing or marketing automation tool to analyze opens, clicks, and unsubscribes.
- Check your email deliverability. You need to be aware of how successfully you’re delivering emails to your subscribers’ inboxes. There are many factors that impact your email deliverability, but one of the most important ones revolves around sending relevant emails to the right subscribers, at the right time. If you keep sending emails that result in no opens or poor open rates, eventually you won’t get into their inbox. You can monitor your sender reputation with a tool such as SenderScore.
- Give unsubscribers different options. When someone asks to unsubscribe from your list, you can give them an option to stay subscribed to particular categories of content. Another option is letting them adjust the frequency of emails instead of unsubscribing completely.