With luck, we attend a ton of networking events throughout our time as sales and marketing teams. Over time, we forget to connect back to these expensive leads and it becomes daunting to send emails out on a regular basis. Enter the email automation world, where software tools allow us to send multiple emails with one button.
BAM! Problem solved.
Nope! Now we have new problems. Low open rates, little response, no further action from leads. The email automation tools don’t seem to be working. Most likely they are not, but it’s because they are not being utilized the way they are supposed to. Whether you are an automation beginner or pro, correcting these 5 common mistakes could drastically improve the results of your next automation cycle.
- No goals were set: What do you want to achieve with your campaign? Do you want an online sale, to set up a meeting or direct people to your website to have them read your blog?
- The templates are drab and not personalized: Write all the templates all at the same time. Tone and voice will sound the same.
- Have an eye-catching subject line.
- A good online marketing automation tool will allow you to personalize your subject line with a recipient’s name or company.
- Don’t write a manifesto. Get to the point. Schedule that call or a meeting.
- Add that postscript line. It is the most important part of the email. This will be the first and the last thing someone reads.
- Add images when appropriate.
- The workflow wasn’t mapped out or thought through: Wait to open an online automation tool until you have carefully thought about how the leads are coming in, what you want the condition to be of the lead for the action to trigger an email to go out and what responses they will receive when they reply to the automated email. This is the most important step. There are online workflow tools available, so spend the time needed!
- Failure to add more leads: Yes, the leads you have are great, but they won’t be around forever. Creating automation is a pivotal step in this ever-changing environment, but if there aren’t any leads to send emails to, then we don’t need the automation.
- Never refreshing the first messages written: The first set of templates will most likely need to be edited and updated. Analyze the messaging. Which emails are being opened and when? Should the emails be re-configured? Adjust and create new workflows accordingly.
Here at Gravity, we are glued to our Zoho Workflows. We never miss sending a Welcome email to new ePub subscribers. We can connect to our potential and current customers when we have analytically derived they need us most.
Visit us and learn more about email automation at Gravity Marketing’s upcoming Zoho User Group Event – August 28th!