If your MSP company is not yet using email automation, now is the time to start. Opt for email automation, and you will find your digital marketing efforts prove that much more efficient. Automation improves the customer journey, helping your business connect with more clients as quickly and affordably as possible. Below, we provide a look at the pillars of email automation.
As is often said, timing is everything. The timing of your email messages is particularly important. Automated emails should be transmitted at specific times, ideally when people are most likely to click the messages. Timely emails bolster customer confidence in the brand, so be sure to space out messages as appropriate.
Sweat the Statistics
One-off email campaigns do not work nearly as effectively as email automation. The Klaviyo’s Benchmark Report for 2020 quantifies the difference between the two approaches. This report states the open and click rate for email campaigns is 20% while that of single messages is merely 2%. These statistics make it clear that email automation successfully targets the customer’s behavior, meaning the automation is triggered by specific customer actions. Such timely email transmission heightens sales as content is provided when the prospect is most likely to convert into a paying client.
Segmentation is the separation of contacts in accordance with behavior, engagement, location, interests, and more. You can make prudent use of segmentation to generate targeted contact lists for the timely delivery of personally-tailored messages. If customers display an interest in a specific service, it is logical to send an email message with content relating to that specific interest. Even segmenting those who express interest in a lead magnet, such as a no-cost speech or webinar, will make it easier for the brand to transmit content in the most strategic manner possible.
A/B Testing is Worth the Effort
Testing is essential to learning about your website, services, email marketing campaign, and plenty other components of your business. In particular, A/B testing is an essential component of email automation. Making alterations to email content, subject lines, CTAs and more to determine what exactly the audience responds to really does have the potential to make an impact on your bottom line.
Be Mindful of the Post-Purchase Outreach
An automated email sent after a purchase helps motivate customers to continue paying for services and also boost brand loyalty. Transmit an automated email message personalized for the client in question, and you will find they are inclined to post positive reviews of your MSP company, recommend your business to others and continue paying for your services across posterity.
Make Email Automation a Part of Your Marketing Strategy
There is no disputing the fact that email is still an effective means of marketing. However, the subtleties of email marketing can make or break the campaign. Heighten the efficiency of your MSP company email marketing campaign through email automation, and you will agree it was well worth the small investment of time and money.