When? We thoroughly examined clients using data, we discovered the opportunity for interesting automated campaigns, defined goals, segmented customers, and clarified sending times.
Now it is time to create what the customer will see i.e. template, subject, text, graphic design
There is no optimal form in general. Everyone uses visuals in their own unique way. Some customers prefer informal communication, while others prefer formal communication… It is always dependent on the campaign’s concept and goal. When you’re unsure, look for solutions in the data you already have, such as from previous campaigns.
We advise you to be consistent. So that it fits with all else you do.
These seven points will assist you:
1) Develop responsive templates
So that they work well on both a desktop computer and a phone or tablet. Nowadays, more people open emails on their phones than on their computers. That is why it is important that the email is easy to read, on phones as well, so that the customer understands what you want to communicate to him. E-mails that are mainly images are a regular problem. They are difficult to read on phones, and they will not appear if the consumer has image downloads restricted, and they have a negative reputation effect.
2) Simple and easy to understand
A basic and clear statement is ideal in general. This applies to both images and text. In today’s fast-paced society, this is usually just for the good of the cause. Consider your email beeping on someone’s phone 30 seconds before they exit the tram on their way to work. Does he have time to read your email? Or will it fall into the category of “I’ll read it later,” which almost always leads to “I’ll never get back to it.” You are probably aware of this from personal experience.
3) Make it make sense
It should not happen that the customer asks himself, after opening the email (or, worse, before opening it): “What is this meant to be? ‘Why are they sending this to me?”
4) Make an effort to meet the customer.
Let’s be honest, when you decide to invest into the creation of automated campaigns, you want it to pay off one day. However, if this is your only point of view, you will just make your work more difficult. Try to create campaigns for customers, to help and please them… Choose a strategy that is not largely sales-oriented. And, if it must be, make it as customer-friendly as possible. A suitable segment, for example, to minimize those who are unlikely to be interested in your offer.
5) Test your ideas.
Even the most outlandish of ideas should be tested. We know from personal experience that not everything that appears to be a good idea at first, turns out to be such. Thorough testing and optimization will pay off.
6) Submit regular reports
Monitor the success of your campaigns. Don’t expect something you invented once to work forever. Because times and competition are constantly changing, campaigns may need to be altered over time. Don’t undervalue reporting.
7) Keep your eyes open.
After you’ve launched your first automated campaigns and begun to see results, don’t end this chapter with the words “That’s it.” Maybe you’ll come up with something new sooner or later. Feel free to do so.
Last but not least, remember that emailing is a component of the whole marketing mix and should be seen as such. It should work in accordance with your other activities.
We wish you all the best. And let us know if this article was helpful to you and what you came up with.
In the final part of the miniseries, we will try to persuade those of you who are still not convinced and explain Why? to deal with automated campaigns.
Your Targito team 🎯