Create a strong email marketing strategy

email marketingA good and well planned email marketing strategy should include all opportunities available to contact a customer, ensuring that it is relevant at all times.

Using an automated email marketing solution, such as arpReach, makes this an easy process to manage once you have planned your strategy.

When you sit down and think about all the potential email contact points that could be utilised, you may be surprised at how many opportunities you have been missing, or have not included in your automated email marketing strategy, such as:

  1. eNewsletter
  2. Promotional email
  3. Despatch update
  4. Order Confirmation
  5. Basket/Form Abandonment
  6. ‘Sold Out’ – Email when back in stock
  7. Customer Service Contact
  8. Registration confirmation
  9. Email sign up confirmation
  10. Cross sell (alternative complementary products)
  11. Occasions (events, birthdays, anniversaries)
  12. Product Reviews (triggered email on purchase/download to place a review)
  13. Request/update a Password

It is unlikely that a single contact will sit within in all groups. However, if there is a chance that a contact could get multiple email communications through your automation then you should ensure that you limit your contacts to only receive a specified number of emails/week. As a market leading automated email marketing tool, arpReach can create more tightly defined segments to limit this.  It will also stop a user receiving more than one ‘broadcast email’ if the are signed up to more than one list, see more detail on our features page

The following are 7 auto responder programs that should be included in your strategy:

  1. Nurture Programs (enquirers across channels)

These are emails to contacts/prospects who aren’t yet ready to engage/confirm a sale. With these contacts you need to gently communicate by delivering relevant content such as news/articles, white papers, or event and webinar invitations.

  1. Basket/Form Abandonment

A triggered basket/form abandonment message is an effective way to strengthen engagement and continue moving that prospect through the funnel. The key is to be personal and offer up ways that you can help.

  1. Welcome Programs and Activation (registration confirmation, email sign up)

Sending a personalised, automated, welcome email is an excellent way to quickly engage prospects by educating them about your value proposition, asking them to tell you more about themselves, and providing resources and helpful information.

  1. Product / Service Reviews and Testimonials

Asking for reviews of your products and services can provide you with valuable content to nurture other prospects as well as being great for SEO. Where applicable, follow a purchase, download or event with an automated message asking for a review.

  1. Events/Anniversaries

Use your contact profile to automate personalised events and anniversaries.

  1. Repeat Ordering

If you have a repeat business model, use automation to send out personalised reminders to purchase, attend an event or activate another download.

  1. Transactional Emails

Transactions that require order status receipts, customer service request updates, shipping notices or confirmations should be used to upsell and cross-sell your business or product.

Above all ensure that you consider segmenting campaigns by stage of the relationship, specifically tuning different email messages based on the contacts readiness to engage/purchase. This generally falls into 3 categories:

  • Interested
  • Engaged
  • Lapsed

Each message needs to be personalised, targeted and the content reflecting the contacts stage in the purchase/engagement cycle.

ArpReach has developed its email automation to handle all of these scenarios efficiently and effectively. So once your plan is set you can let arpReach target and run your auto responders allowing you to focus on growing your business.

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