Series Posts: Practical Marketer

Why Are My Emails Going To The Spam Folder?

Why Are My Emails Going To The Spam Folder?

Practical Marketer • September 26, 2018

This is a question that has been asked for a very long time. I’m sure when asked, you’ll get the runaround or an answer that doesn’t feel satisfactory. This is because figuring out why an email went into a spam folder is like trying to solve a murder mystery with no smoking gun. First, we need to understand how an email is sent. When an email is created, it first needs to be copied for all the individual contacts you’re sending to. Then it travels through the internet until it finally reaches your subscriber, but there is a gate with a security guard in the way. That’s the spam filter and he’s making sure that only the qualified emails are getting through. What is considered a qualified email? Unfortunately, there are many different criteria for a qualified email. Yahoo has its own criteria and so does Gmail. This is not to be mistaken for Gmail’s smart labels (promotions and social tabs), that\'s a different story. There are also private domains, that will have their own criteria. They will usually have subscribed to services like Spamhaus to reject emails based on their own qualifications, and Spamhaus is a well-known spam fighting, non-profit organization. Spamhaus also publishes blacklists that will cause emails from senders on that list, to be automatically placed in spam. Blacklists are the worst case scenario, though, and when you use a service provider, they will give your warnings before you land on a blacklist. Now that we know how an email is sent, there are normally two reasons why an email lands in the spam folder: Email Content Sending Speed/Frequency Email content is important because how your email is coded, what words your use, and how it looks all matters when it comes to deliverability, or whether your email goes into the inbox or spam box. When creating your email, for each image you may want to add a couple lines of text. Balancing out images, hyperlinks and text so that there’s not too much of either one. Of course, avoid using symbols, all caps and words that might involve a Nigerian prince. This is not widely known, but how often your send and how fast you send also matter. If your email was meant to be sent monthly, send monthly! Don’t be sporadic with your sending because it makes you, in a sense, “unreliable” to your subscribers and can lower your sending reputation. Your sending reputation determines whether an email may be accepted or rejected altogether. For those who are in a grey area, they may be sent to spam. Sending speed surprisingly plays a role. By sending way too fast, your email can be rejected entirely. It will show as “deferred” in your bounce logs. There are some services that may accept the email still, but according to reports from support, it can also land in the spam folder. After an email gets past the filter, we don’t actually know whether it lands in the spam folder. However, we do receive reports from our users and their subscribers. We know how emails are judged and sent, we don’t have concrete evidence to say definitively why an email went to spam. With public domain users like Gmail, Yahoo, and AOL, we’ll probably never know why. They don’t have any obligations to report that information to the senders. I recall seeing Gmail may generally state why an email may be in the spam folder. For Private Domain users, your IT manager who manages your emails may be able to find out, if they log that information. It could all just be automated for some. So a lot of times when this question gets asked, it’s very difficult to answer because there is no smoking gun.


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Copywriting Techniques to Boost Email Conversions

Copywriting Techniques to Boost Email Conversions

Practical Marketer • September 14, 2018

Email marketing works. In fact, 73% of millennials prefer email for business communications. Even better, when you send out marketing emails, you’re addressing an audience that has already indicated they want to hear from you. Of course, none of this means that email marketing is a guaranteed slam dunk. There are several things you have to get right. Most important is your email copy. If that doesn’t resonate with your audience, your campaigns won’t be effective. The following tips can help you get the results you want. Make it Relevant by Writing in The Second Person Readers respond best to marketing content that has a personalized, conversational, and relevant tone. One of the best ways to accomplish this is to write in the second person. By addressing the reader directly, it helps them to see your message as being one that has been created specifically for them. Obviously, this can be challenging. It flies in the face of what most people have been taught in terms of academic writing. Still, if you pay attention to the advertising copy you see in various formats, you’ll notice that it’s largely directed at ‘you.’ We can help you save money! Don’t let the other guys rip you off. Fill out the order form, and you’ll receive your new camera within 14 days. You can help a child in need. You can make your emails even more engaging by using a relaxed and conversational tone. Think in terms of passing on a helpful message to a friend. Just keep in mind that there are a few exceptions to this. If you’re marketing a product or service that warrants a more formal or serious tone, then adjust accordingly. Also, in cases where you are sharing a personal experience with recipients, you would use the standard first-person voice. Just avoid writing in the third person. It comes off as detached and impersonal. Great Subject Lines Get Readers to Open Emails In many cases, there are two things that people use to determine whether or not they will open your email. These are the preview text and the subject line. If those don’t get their attention, your email will end up in the recycling bin or the spam folder. The biggest challenge of writing a good subject line is finding a balance. You want a compelling headline that catches attention and convinces your audience that your email is worth reading. On the other hand, you don’t want a subject line that is spammy or more fit for a tabloid than a business communication. Remember that ⅓ of email recipients will decide to open an email or not solely based on the subject line. Unfortunately, the news isn’t all good. Of the people who report emails as spam, 69% do so because of the subject line. Here are some tips that have been proven effective: Pique the reader\'s curiosity Make it personal by addressing an interest or concern of your target audience Use a number Keep it short for mobile Don’t mislead with your subject line Preview what’s inside (e.g., 50% Savings!) Communicate limits or scarcity (e.g., 100 spots left or 5 days only!) Jennifer Green, a copywriting specialist at Citatior has this to say about the importance of subject lines, “Writers should spend a significant amount of time on this. The subject line sets the tone for both your email and any interaction going forward from that point. This isn’t something that should be an afterthought.” Here is just a regular email from Kajabi team that they’ve sent recently to their audience. The subject line “The #1 Key To Successful Info-Products” (with the key emoji) attracts the reader’s attention while instantly promising some benefit. The good news is that subject lines are so important that professional writers have spent a lot of time perfecting their headline composing skills. There are also tools that can help you judge the quality of your headlines. Check out Coschedule Headline Analyzer Tool, Get Good Grade, Optimizely, Hot Essay Service, and Kingsumo Headlines. Use these for help editing and writing headlines, and for getting feedback. Remember That Marketing Emails Are Different The email that you send to an audience to get them to visit a landing page or read a blog post is much different than an email that you would send for other business communication. Marketing emails intended to convert should be written and formatted with the goal of being easy to read, and easy to understand. First, marketing emails should be mobile-friendly. When you compose them, imagine reading the email from a smartphone. They should be easy to read at a glance, and they shouldn\'t require a lot of thought to understand. As a matter of fact, effective marketing emails tended to be written at a middle school grade level. One that useful tool to help with that is readable.io. This resource will analyze your writing, give you useful information on the grade level of your writing, and other insights. Before you send out an email, double check for the following: You’ve used short sentences and small paragraphs There\'s plenty of white space in your text You\'ve used lists and bullet points The email is logically segmented with subheadings Your CTA button stands out You’ve added some visuals to make the content more interesting This example from Wanderlust meets readers with a banner image and a clear call to action. And as you scroll down, you see the proposed deals with a brief description and breathtaking photos. You can then go from the email directly to the company’s site and get all the details. Writing for marketing is its skill. Fortunately, there are several professional services and other resources you can use to help. These include Rewarded Essays, The Hemingway App, Supreme Dissertations, PicMonkey, and Flash Essay. Consider Segmenting Your Audience Again, personalization is key. That goes beyond using recipient\'s names. The entire content of the emails you send should be written to be as relevant as possible for your audience. If you have a large customer base or a large potential customer base, using a single email may not be very effective. This is true even if you are promoting the same product or the same offer. Instead, create multiple customer segments with as many details as you can about each one. This includes demographic information, interests, concerns, purchasing history, predicted needs, and any other information that seems relevant to the customer and their interaction with your brand. Once you have that information, you can then compose customized emails to reach customer segment that is truly meaningful to them. For example, imagine that you have a customer segment of people who have abandoned shopping carts. In your email, you could inform of them of a special offer, then add an additional incentive to complete their existing order as well. The key is focusing on the ways in which your product or services can specifically meet the needs of the audience you are addressing. Make an Emotional Plea Effective marketing stirs emotion. That might be creating a fear of missing out, using emotional marketing to create a bond between the customer and your brand, even ramping up negative emotions such as anger can be an effective technique. There are powerful emotional triggers that you can use in your emails to boost conversions. These triggers include vanity, fear, greed, belonging and others. The best strategy is to only focus on one or two of these emotional triggers. Then, don\'t go over the top. The last thing you want to do is come off as manipulative or overbearing. For example, you could trigger a greed response by offering a buy one get one deal in your email. You could then add a fear of missing out by announcing that the offer is limited in number or that it ends by a certain date. This case from Android Central shows how a simple call to action plus customer’s greed exploitation can be an effective trick. And the opening picture teases readers and shows them their main goal in this raffle making it an offer one almost can’t refuse. Another part of emotional marketing is using emotions to connect with your audience. This is something you can do in your emails as well.  Write email content that shares your values with your audience, use storytelling, and share testimonials from satisfied customers. Most importantly, write emails that have personality. You\'ve worked hard to develop your brand, and that should show in your emails. Maintain Your Messaging Throughout The Process The email is just a single part of the customer journey. For example, the subject line leads the customer to open the email. The content of the email motivates the customer to click over to a landing page. The information on the landing page then convinces the customer to place an order or ask for a quote. That\'s just one representation of a long chain of events that happens along a potential customer Journey. One of the most important things along that journey is maintaining consistent messaging. What you communicate in your email copy should very closely match landing pages or any other type of content the customer may encounter. For example, if your landing page is going to focus on a 3-day sale, the related marketing email should focus on that as well. By changing messaging too much, the customer buying process can create a bit of a bait-and-switch feel. This can result customers to drop out of the funnel. Use The Internet For Inspiration What emails have driven you to convert? Which campaigns have your competitors used to great success? There\'s absolutely nothing wrong with driving a bit of inspiration from other email marketing campaigns. Consider subscribing to some for no other reason than to pick up some techniques that you may not have considered before. The internet is also a great place to pick up topics of inspiration. What is your audience talking about? What has them interested at the moment? Who is influencing them? What are they reading? Stay on top of trends and buzzworthy content. Then, find ways to relevantly tie these topics into your emails. Build Emails Around a Single Goal In order to convert, your readers must take a single specific action. Before you sit down to compose any email, you should know exactly what that action is. Are they supposed to subscribe to a newsletter? Are you trying to get them to download something? Is the goal to send them to a landing page? Whatever it is, nail that down to a singular goal, and then structure your email around that single purpose. By doing this, you keep your emails focused and concise. This increases the likelihood that readers will consume enough of your email content to actually get to your call to action Conclusion: Use These Tips to Make Your Email Marketing Campaigns More Effective Email is one of the most effective business communications tools there is today. Your brand using it as a marketing tool only makes sense. It works in both the B2B and B2C sectors. To get the most out of this tool, you have to compose emails that are relevant to your audience and compel them to answer your call to action. The techniques here ensure that your copy will contribute to your goals.  


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How To Interpret Your First Email Marketing Campaign

How To Interpret Your First Email Marketing Campaign

Practical Marketer • September 5, 2018

The use of an email marketing tool is not based solely on the sending of promotional campaigns, but the tool becomes an excellent instrument for achieving one or several goals. According to the latest report by Demand Metrics, the three principal reasons why users decide to do email marketing are: Communicate with customers Communicate with prospects Build brand awareness There are also other reasons like generating revenue or capturing data on subscribers, and just 3% of the users do not have any goal. Do you know your email marketing goal? Having a goal is crucial to building your whole email marketing strategy. How should you read your first email marketing report? When you are on the report page, you will find a summary of the outcome of the campaign: With numbers alone, it is difficult to see what happens. However, just below the numbers are changed to percentages from which we can get better insights: This chart is fantastic to get an idea about the campaign performance and to start planning the measures we need to take in our next campaign. In this case, and to best situate yourself, these results belong to an information campaign that was composed of a logo plus the text. It was sent to a database compiled since 2017 and updated every day. Let’s start to analyze the results: OPEN RATE: it is very good. We can determine that the campaign has been useful. It reached the 33%. We should work to reach the 35% next time. BOUNCE RATE: it is just within the limits. This rate should never be higher than 2%, and if possible, it should be lower than 1%. In this article, Want To Start List Hygiene, But You’re Afraid To Start? We give you the key steps you should follow to get a bounce rate of one percent or less. Then, we have: CLICKS INTERACTIONS measure the percentage and the number of subscribers that have clicked on your links. If we click on the number, we will be able to see the name, email address, and date of click. In this case, the campaign did not have any link to click, except the one in the logo, that’s why the click-through rate is too low. This click-through rate is calculated based on opens. It is difficult to know the click-through rate that can be considered as good because it depends on the goal of the campaign (informative o sales) and the design (if we use links, CTAs, etc.). If the goal is that the subscriber clicks, that percentage never should be lower than 1%. Otherwise, we should rethink the content or the design. This part also offers us the possibility to know on which links the user has clicked and how many times. Also, you have a CLICK MAP that shows you like a hot map where the subscriber has clicked: We also have the number and the percentage of the UNSUBSCRIBES, and if you click on the number, you will see the reasons: Knowing the reason is interesting, because in the case of a high number of unsubscribers sharing the same reason you may understand that there is something you\'re not doing well. It is usual that some people lose the interest in your product or information, but if you see that this percentage surpasses 1% on a regular basis, that can give you a signal that the content is no longer relevant for them or that maybe you should change the frequency of the sends. The ABUSE RATE is also important data to keep in mind because it measures the number of subscribers that have marked your campaign as spam. Again, if you click on the number, you will see the report: Even, if it is a double opt-in list, you may have a spam complaint, for example, when you have sent a campaign to that database, and a subscriber does not remember to have signed up for it. If you have more than one isolated complaint, you should review the process of obtaining your subscribers, because it indicates that they are not expecting to receive your emails. This report gives the contact data of the subscriber who has marked you as spam. In Benchmark, we always recommend to include these links... ...to allow the user to exercise his/her rights, and in particular, the link “Report Abuse” that gives the subscribers the chance to mark you as spam. Removing it from your campaigns is preventing yourself from getting valuable information. In this blog, How Do Abuse Complaints Affect Your Newsletter’s Deliverability? We tell you what you should do to avoid abuse complaints. And finally, the FORWARDS RATE tells you how many times your campaign has been forwarded to a user who was not on your list. This rate only counts when subscribers have used the “Forward Email” link in your campaigns, so if you don’t include it, the percentage will be 0. At the bottom of the report, you will find the HOURLY PERFORMANCE: This is a great chart to know the days and hours that work better to send your email marketing campaigns. For example, this campaign was sent on Friday, June 22nd  at 7.30 AM, so if we read the graphic, the subscribers are active on Saturday, 23th at 10.00 AM or Monday 25th at 7.00 AM which, we guess is when many of them login in their inbox for first time to start the working day. It is fantastic to have this information and sending the next campaigns based on the suscribers’ behavior guarantees you a higher engagement. If you shared your campaign on social media channel, you could see the interactions that the users have made on the channel with your post under FACEBOOK ENGAGEMENT. Also, you have an interactive map where you can see the OPENS BY GEOLOCATION: If you send to various countries, this report can be interesting for you, although you need to keep in mind that this information is an estimate and may not be as reliable due to the way ISPs distribute IP addresses. All this information can be downloaded as a PDF or Excel, and you can share the campaign with your sub-accounts, among other things: What results should you expect from your first email marketing campaign? Answering this question is a bit complicated because there are many factors that influence the outcome, such as: Old database Verified database Own database Recent database Design of the campaign Subject line Domain quality or use of public domain Set up of the SPF and CNAME records Use of a Dedicated IP And a few more… But set yourself the following numbers as initial objectives: Open rate: 15% Bounce rate: 0.5% Unsubscribe rate: 0.75% Abuse complaints: 0.05% If you can not reach these metrics, you can always count on the help of our Email Marketing Specialists, who will guide you with their best tips to reach them. Now it\'s your turn to start your campaigns! Would you mind to share your results with us?


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Sync 2,000 Contacts with your Benchmark Account for Free

Sync 2,000 Contacts with your Benchmark Account for Free

Practical Marketer • September 4, 2018

Should I be doing email marketing or [insert latest marketing channel here]? I’m sure you’ve heard, or asked, some variation of that question dozens of times. Our answer to every version of that question is the same: email marketing is never an either/or situation. You should combine email with all your marketing channels and business tools to maximize the power of each channel or tool. When all are working together, in the same direction, to further the narrative of your brand, your email marketing (and everything else) will be the most powerful. That’s why you should be integrating your email marketing account with everything else your business is using to help your business thrive. Well, folks. We have some good news. Sync 2,000 Contacts with your Benchmark Account for Free Our new partnership with PieSync will allow you to connect your email marketing account with 100+ business tools and apps … totally free! This is a special offer for Benchmark Email users that will allow you to sync up to 2,000 contacts with your email marketing account at no extra cost. That means if you’re collecting email address in your other business tools and apps, you can sync up to 2,000 of them with your email marketing account. Using PieSync with a different ESP, it would cost you $19/month to do. If your list is growing rapidly and you want to exceed the 2,000 contact limit, that’s a good problem to have! PieSync will automatically upgrade your account, so you don’t suffer a workflow interruption. Save Time and Do More Powerful Email Marketing Your time is valuable. Don’t spend it needlessly exporting and importing lists to and from your Benchmark Email account. PieSync helps you to maintain one, unified database across all platforms. This allows you to focus on the tasks that matter, knowing that this is going to happen automatically. By connecting your CRM, eCommerce, administrative apps and beyond, you can make sure all of your business tools and apps are working together to boost your business. With these connections, you can create automated follow-ups based on each tool and make it relevant to those customers. These automations can be triggered when someone is added to a list or by different behaviors and interactions with your email campaigns, website or other business tools and touch points. For example, if you’re using a CRM, you can add new leads and prospects to a specific list. When they’re added, it can trigger an automation to send aimed at converting them to customers. Or, if you’re using a tool for customer support, you can trigger automations to say after you’ve closed a ticket. You can request a review of the support agent’s performance or a customer testimonial if they’re pleased with your service. It works both ways too! If you have a signup form on various parts of your website, you can feed those contacts from your Benchmark Email account into your CRM to make sure they’re getting the appropriate follow-up. What is PieSync? It’s an integration with your Benchmark Email account that allows you to connect all the tools you use to help your business thrive. PieSync enables a 2-way, real-time data sync between your cloud-based tools and apps and Benchmark Email. Since a lot of contact information will be moving back and forth, you can rest easy as PieSync is GDPR compliant. How does it work? After you create the connection between your Benchmark Email account and another business tool or app, PieSync will automatically check to make sure your lists are up-to-date. You can set which of your lists is the master database, and you can choose between 1-way and 2-way directional syncing. For details on how to integrate your Benchmark Email account with PieSync, we’ve created a helpful FAQ. What’s Required to Take Advantage of This Special PieSync Partnership? It’s pretty simple and straightforward! Well, you’ll need to have at least one verified email address in your Benchmark Email account settings. If you’re already sending emails, you’ve already done this step. You’ll also be required to have at least one contact list in your Benchmark Email account. After all, what would you be syncing your contacts to without a list in your email marketing account? This one might seem obvious, but the contact data you’re trying to sync must include an email address. This special partnership is amazing, but it’s not going to scrawl drawings on a cave or send smoke signals for your contacts without email addresses. Wrapping Up So, you’ll know the answer next time someone asks you if you should be doing email marketing or anything else. Don’t just laugh at them. That’d be rude. We’re all clueless email marketers at one time or another. No. Tell them about how much more powerful email marketing and every other business tool are when you connect them to work together. If they ask for more information, tell them all about Benchmark Email’s amazing partnership with PieSync that lets you sync up to 2,000 contacts at no cost to your business. Have you been successful with integrating other business tools and apps with your email marketing account? Share your stories, tips and more in the comments below!  


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The Beginner’s Guide to Ecommerce Email Marketing Automation

The Beginner’s Guide to Ecommerce Email Marketing Automation

Practical Marketer • August 9, 2018

Email marketing automation is a well-covered subject because there are plenty of benefits which could be derived from proper automation. We know it can be a daunting task for owners of eCommerce websites, but this guide will make your foundation of knowledge rock-solid. In this article, I\'ll discuss the basics of everything from building an email list to the different types of emails that you should be automating. So, grab your notebook, because things are about to get factual. Your Main Email List I’ve observed that a lot of people still don’t know how to build up their email list correctly and this short primer should help you out. Getting People to Give You Their Emails In fact, there are many ways to get customers to give you their email addresses. If they have already made a purchase with you, then this should be a no-brainer. But, what if they happen to be browsing your site and suddenly decide to leave without making a purchase? This now becomes a problem. Fear not, because there are many solutions. You can give them a special offer via an internal ad on your website; this could be in the form of a discount or initial buyer offer. You could utilize some sort of lead magnet tactic where you give something away. If you have an eCommerce store that deals with specialty services or products, you can even have gated content that can only be accessed by giving away an email address. There are free plugins which help you do this, and you can integrate these with the eCommerce platform your store is running on. Segmentation and Varied Campaigns If there is one lesson that we have learned from account-based marketing (ABM), it’s the fact that customized emails work. Your current list or the list you are building also has to be segmented by demographics, buying power, buying propensity, geographical local and so on. This will help with the other automated emails that we will be talking about in the latter part of this article. Remember that people like personalization and custom campaigns. In fact, more than 70 percent of people prefer personalized ads that have been tailor-made for them. Email List Hygiene Practice good email hygiene; there are tools available that can help you with this. Check if the emails that you have are still working and are not just bouncing. This affects the integrity and the reputation of your email address. If it’s terrible, it hurts deliverability. Remember that email addresses are primed. Ensure that the email address of your eCommerce store is primed too and ready to send emails. Double Opt-Ins This is one way of ensuring that the email address that they gave you is valid. It will require the recipient of your email to confirm their email addresses. This way, you don’t send emails to fake addresses. Don’t Forget About the Quality of Your Content This is one thing that a lot of people frequently forget about. Make sure you have at least 500 characters in your email, so you do not get flagged for spam. However, you also need to make sure that your content is not too “wordy” for your ready or you will lose their attention. The trick is to utilize the other characters in your copyright notice or your fine print. Make sure you have enough pictures and graphics to keep the user on your page and make the email read worth their while. Types of Automated Emails Your E-commerce Store Needs to Send Automated emails allow you to properly engage with your customers and increase conversion and CTR sans the hassle. The beauty of automation is it creates a sales system that is automatic and is all-inclusive to make sure that every potential lead is maximized. Here is where the real fun begins. I recommend you use an application to automate the different campaigns that you will be engaging in. Benchmark is a great application that automates different marketing tasks. With software like this, it becomes more comfortable for you to start crafting systems on how to treat different kinds of user behavior towards specific email actions. For example, we see what happens when a user views or ignores an offer message that was previously sent to their inbox. After a particular amount of time, you can automatically send an email depending on the user’s behavior, i.e., if they opened it or not. You just have to set the system up, and you’re pretty much good to go. Systems like this make customer interaction and engagement an easier puzzle to solve. And, those are not the only good things you can do with automation. Here’s the good news. You can customize how much time passes before each action of the automated “email flowchart,” and you can even add a variable number of user actions. It’s a way for you to fully automate the messages that you send out to your customers based on their interactions. What you see is just a simple example of what you can do to automate your email response systems. This can vary per product or service that you have, and in some cases, you can even create flowcharts under your flowcharts. These flowcharts can then be further broken into the different market segments that you might have in your email list. In turn, it makes everything you do for your customers – even the automated emails that they receive – fully personalized. Personalization is the new game in digital marketing, and that is why this is so important. To further emphasize on this, I would even advise that every email that is received from the end of your e-commerce store, is automatically replied to, with an acknowledgment that’s apt to the matter being discussed. Abandoned Carts Just because a customer has left a cart doesn’t mean it’s over. Here’s how you can help them find their way back to you. Send an automated email an hour after they have abandoned their cart. If there has been no response, send an email 24 hours later. You can even include an offer in this email – only in particular cases.   Upsells Here’s an excellent way for you to get additional revenue after a sale has been made. Send an automated email of an upsell offer containing products that are relevant to the purchase that your customer made. If you draw on previous data, you can include items that have been purchased along with the previously purchased item from other customers. Follow Up – Post Purchase Sending an email after the first purchase is an excellent way for you to show your customers that you care about them. Include information about the product that they bought Thank them for their purchase Again, you can include a special discount for the next purchase to increase purchase velocity Follow Up – Engagement If you have customers that have not been engaging with your business for a long time, then you can set your application to send emails to dormant customers. You can include a return offer or the sort. Check out how Pinkberry does it. Something like this and personal always does the trick. VIP Customers Your VIP customers are customers that have had a history of many purchases and are always ready to engage with your business. You have to keep them on a separate list after they have been qualified to give them better promotions for their loyalty. Sending out an email to them now and then helps keep the relationship alive, and is also great for revenue. The welcome series is the essential automated email series that you should send to your customers. It’s the first time that you’ll be sending them an email and naturally, it should be automated. You need to send this as soon as someone subscribes. Remember our tips above? There’s a lot that you can do here. CTAs for social media should be included A special offer for the current season Offer them something to subscribe to your content Value Content This is syndicated content from your blog or team. It aims to inform rather than to sell. Aim to segment who your value content goes to depending on the demographics of the subscriber. Some content will be appealing to another group. You are aiming for brand recognition here. Harness the Feedback At the end of the day, you also want to collect information about the success of your automated email campaigns. It isn’t also wise to start using one campaign with everything, i.e., imagine a sort of response system for the demographics that you cater to. You should still be conducting split tests to determine effective campaigns. This means a couple of things. You will still be looking at your email CTR, your open rates and the overall engagement. So, there you have it- your beginner’s guide to automation. Now that you have the tools to get emails, know what emails to send and have examples of how to go about it, there is no stopping your eCommerce email campaigns.


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