Creating a kick-ass email marketing function in-house - Automation workflow
Welcome back to the KDV blog!
Last time, we delved into the realm of planning content for broadcast campaigns in ecommerce brands. Today, we're shifting gears and exploring the wonders of email automations. Buckle up and get ready for some enlightening insights from the KDV team!
Now, email automations can be quite the sensitive subject. Some brands swear by the idea of putting everything on autopilot, aiming to save time and resources. On the other hand, there are those who believe in the power of broadcast campaigns, seeking to deliver an authentic, human experience to their customers. As with most things in life, the truth lies somewhere in the middle.
In our previous discussion, we emphasised the importance of repurposing your hard work from other channels into emails for broadcast campaigns. Today, we'll shed light on the other end of the email marketing spectrum - automations.
Before we get started, it’s worth remembering that there are a few golden rules that apply to to all things email marketing, and that means they apply to automations too. Keep these in mind to ensure your messages hit the mark:
Personalisation is key: Tailor your emails to each individual recipient. Gone are the days of generic, one-size-fits-all communications. Make your subscribers feel special by addressing their specific needs and preferences.
Be genuinely helpful: Your emails should be a beacon of valuable information. Provide insights, tips, and solutions that genuinely assist your audience. By doing so, you'll not only foster engagement but also build trust and loyalty.
Timing is everything: Deliver your automated emails precisely when your subscribers need them. Whether it's a welcome email, a reminder about an abandoned cart, or a follow-up after a purchase, timing plays a crucial role in capturing attention and driving action.
Now, let's talk about setting up an efficient process for your automation workflow. Here are some top tips straight from the KDV team:
Work gradually: Don't rush into creating a complex web of 50+ automated emails all at once. While it may seem like a smart move, it makes monitoring and optimising results a real challenge. Instead, adopt the 2% improvement rule. Strive to enhance your flow results by 2% each week, allowing you to learn from the outcomes and be more agile in your approach.
Repurpose broadcast campaign content: Many brands limit their automation flows to sales-focused emails. However, you can supercharge engagement by incorporating engaging content that truly resonates with your audience. We suggest repurposing the top-performing content from your regular campaigns. This way, you'll maximise the impact of your hard work and reap greater returns on your initial efforts.
Embrace evergreen content: Unless you have a dedicated CRM team at your disposal, it's best to focus on evergreen messages for your automations. By doing so, you can minimise the need for frequent updates. However, if you do include seasonal messages, ensure you clearly label them in the flow names, making them easy to find and update when the time comes.
And there you have it! Our handy guide to navigating the realm of email automations with finesse and success in house. So take it step by step, repurpose your best content, and keep your automations evergreen for maximum efficiency. Until next time, happy emailing!
And if you need any additional help with your email marketing, get in touch!