Marketing automation platforms offer a way to streamline and improve the performance of a number of key marketing strategies, so most people who use them find that they don’t have to put so much work into what they do. This doesn’t mean that their hard-working days are over though – marketing automation still requires a measure of dedication and know-how in order to use it to its full potential. Having said that, it’s often the knowledge of the ‘little things’ that can make the difference between a great marketer and a mediocre one. We’ve compiled a small snippet of just a few of the little things that drive success with email marketing automation, but stay tuned for similar topics in the near future!
Most marketing automation platforms allow you to add so much good stuff to your emails, but when push comes to shove, all emails should have these 3 things:
- Relevant information
- A clear CTA
- Compliance with spam laws
Everything else you add can be thought of as superfluous; however, that doesn’t mean those extras aren’t making your good email great!
Relevant email content – If you want your emails to be noticed, you have to stand out amongst the crowd by making your communications relevant to your readers. If you personalise your emails to the recipient based on their previous purchases, activity and communications, you’re immediately adding value to your emails and your readers will notice. Don’t feel as though you need to add your life story to each email though – the key is to make it short and sweet, then link the reader to more information on your website, if needed.
A clear CTA – Use formatting, different font sizes and images to draw your readers’ eyes to your prominent CTA. Your CTA should be alluring but honest, letting your readers know exactly what they’ll get if they click through.
CTA message – most marketers are aware that better results are achieved when a CTA is direct and tells people exactly what to do, but the usual ‘Click Here’ message isn’t always the best wording. Instead, a CTA should show what value a reader will gain by clicking. Action verbs like ‘download my book’ or ‘click here to book your seat’ work better and give the reader an indication of what will happen if they click. Be careful though – messages using words like ‘buy’ or ‘donate’ can scare newer readers away, as they indicate a high commitment if they are clicked. To counteract this, try phrases such as ‘learn more’ or click here for more info’.
A sense of urgency – creating a sense of urgency is always a beneficial tactic, as it causes readers to believe they’ll need to act quickly or the chance will be lost. Otherwise, you may end up with a reader who thinks ‘that sounds great, but I’ll just bookmark it for later’ and they may just end up forgetting about it altogether.
Let your readers choose – it may seem counterintuitive, but you should always add an easy-to-see unsubscribe link to all your emails. You may think this will cause people to unsubscribe who wouldn’t usually do so, but research shows this doesn’t really happen. Having a highly visible unsubscribe link prevents dissatisfied readers from marking your emails as spam, which may eventually cause your email service provider to stop delivering your emails.
Use a trustworthy ‘from’ name – your email ‘from’ name is usually the first thing readers see, so you should really consider what you want to portray. Should you just make it your brand name (e.g., ‘Swift Digital’ for example) or a variation of it, depending on the purpose of the email (‘Swift Digital Newsletter’, or ‘Swift Digital Enquiries’), or should you use the name of a person who works at the company (‘Jack from Swift Digital’)? The choice is yours and A/B testing would definitely help here, but as long as it’s relevant and immediately recognisable as coming from your brand, you should be ok.
Don’t use ‘no-reply@‘ addresses – doing so closes the opportunity for further communication and seems unfriendly or uncaring.
Importance of your subject line – your subject line is so important. If it doesn’t attract your readers’ attention, then the rest of your email is completely irrelevant because it won’t be opened! There’s no secret formula for subject line success, but A/B testing is definitely worth doing. Don’t forget that most email inboxes only show about 50 subject line characters, so you might want to check how yours looks across all environments to ensure clarity and avoid embarrassment.
Don’t forget preview text – similar to subject lines, preview text is the snippet of your email’s text to the right or below the subject line that readers can see when they view their email inbox. It’s always a great idea to try to get some keywords or something of interest in this section.
If you’d like to explore all of the features included in our marketing automation platform, give us here at Swift Digital a call on 1300 878 289 or click here to check out our demo.