From the perfectly timed follow-up email to the maddeningly unnecessary daily reminder, automated emails can be paradise or purgatory. Think about it: for every wonderfully executed welcome series’ you’ve received, you’ve waded through twice as many cringe-worthy campaigns. Ensure that YOUR email automation is flawless with these four steps, courtesy of Michelle (@craftyemail) Miles in a PostUp Email Marketing’s Grave episode:
1.) Don’t Set and Forget
Some of the biggest email blunders happen when a marketer takes the time to create a campaign, set the parameters, and turn on the workflow…just to forget about it. When this happens, there are no evaluations of effectiveness, no repositioning, and no opportunities for adjustments. Checking, and rechecking, the health of your automated campaigns is one of the biggest favors you can do for your company, and your subscribers.
2.) QA on Front & Back End
Many of the same reasons not to “set and forget” hold true for Quality Assurance. Reviewing your campaign periodically can help you avoid mishaps caused by out-of-date messaging, broken links, and faulty triggers. Any one of these problems within your emails can be frustrating your readers, and could even lead to unsubscribes. It’s also important to make sure that if you’ve got multiple drip campaigns going that they’re not overlapping each other, otherwise your subscribers will be buried in an inbox avalanche.
3.) Nix the No-Reply Address
When you deliver automated emails from a “no-reply” email address, it conveys that you do not care about your recipient’s response to your content. Simple as that. This simultaneously increases the difficulty of getting in contact with you, and decreases the personalization value of your email. This one decision negatively impacts many facets of your campaign.
4.) Put Yourself in Your Customer’s Shoes
What offers would you like to receive in a follow up email? How long after a purchase or download would a survey be impactful for you, as a consumer? Would a daily, weekly, or monthly event reminder be most effective, in your opinion? These are all important questions to ask yourself, prior to deciding for your consumer. Keep in mind the qualities that you value in an automation campaign – and the ones you don’t – while crafting emails for your beloved audience.
Automated email campaigns can be a wonderful thing, for the sender and recipient, when executed correctly. Follow these four steps and prepare yourself for flawless email automation!