Today, I\u2019m going to discuss the various ways in which onboarding an automation expert can help take your holiday season campaigns to the next level. Read on!<\/p>\n\n\n\n
3 Ways an email automation expert can help you<\/strong><\/h2>\n\n\n\n1. Improve Your Segmentation Game<\/h3>\n\n\n\n
It is no secret that during the holiday season your customer\u2019s inboxes are going to be flooded with a barrage of promotional emails<\/a>. So, what can you do to grab their attention? Send them personalized messages. But to execute personalization effectively, you first need to segment your contact list.<\/p>\n\n\n\nSegmentation refers to the practice of dividing your subscribers into different compartments based on various factors such as age, gender, location, buying history, and the like. It is important for it helps you identify the needs and expectations of every section of your audience and cater to them accordingly. And it has solid numbers backing it as well. Compared to untargeted campaigns, segmented campaigns register a 50%<\/a> higher CTR (click-through rate). Moreover, they drive up transactions by 18% <\/a>and revenue by 24%<\/a>.<\/p>\n\n\n\nAdding an automation expert to your team will help you have a solid segmentation framework in place. That, in turn, will help you drive the results you desire. Besides, segmentation during the holiday season<\/a> is a whole different ball game altogether for customer behavior during this time exhibits a marked change. For this period, experts prefer taking the following parameters into account while building their segmentation framework.<\/p>\n\n\n\n- Browsing history: Normally, past purchases serve as a reliable indicator of your customer\u2019s interests and preferences. It\u2019s no surprise, thus, that businesses use them to curate their recommendations. But, come holiday season, and all that goes for a toss. You see, during this time, people don\u2019t buy for themselves as much as they do for their friends and family. So, for this time of the year, the parameter you\u2019d ideally want to eye is browsing history. That will give you an accurate idea of what customers are looking for and depending on that you can send them personalized recommendations accordingly.<\/li>
- Email engagement rates: Classifying your subscribers on the basis of their email engagement rates<\/a> is the closest you can get to keeping them all happy. Don\u2019t understand how? Let me explain. When you are dividing your contacts along the lines of email engagement, you\u2019ll find them falling into two broad buckets: most-engaged and least-engaged. To the former, you can send every minute update regarding your business and offerings without putting them off. Given that they are highly engaged with your emails, they\u2019re most likely looking forward to hearing from you. As for the latter, send them emails only on significant occasions- upcoming sales, new product launches, changes in privacy policy; you get the drift.<\/li>
- Website activity: During the holiday season you launch several products. However, different customers will be drawn to different products. Monitoring their interactions and activity on your website will help you understand who likes what, thereby allowing you to craft hyper-personalized emails<\/a>. While monitoring their activity do ensure that you are compliant with all the standard data privacy laws.<\/li><\/ul>\n\n\n\n
Next, let\u2019s look at some of the segmentation best practices automation experts will help realize for you in your holiday season campaigns.<\/p>\n\n\n\n
- Don\u2019t try to build a complex segmentation framework at the outset. You\u2019ll end up confusing both you and your subscribers. Start simple, see how it\u2019s working and then add more layers along the way.<\/li>
- Ensure your segmentation strategy is flexible. Never forget that your segmentation derives from the behaviors and interactions of your audience. And you know just as well as me how arbitrary that can be. <\/li>
- Define tangible segmentation thresholds. Suppose, you want to classify a customer as \u201cinterested\u201d. Ask yourself, what action must they take to earn themselves that label? Does visiting your landing page qualify them for that? Or do you need them to browse through your offerings in detail? You need to be extremely mindful while taking these calls. <\/li><\/ul>\n\n\n\n
2. Set Up The Correct Automated Workflows<\/h3>\n\n\n\n
What kind of business you are and the time of the year you are operating in are deciding factors in determining which automated workflows you should be setting up at a particular point in time. Having an automation expert onboard will help you make the right call.<\/p>\n\n\n\n
Here are some automations we reckon you must implement during the holiday season.<\/p>\n\n\n\n
- Welcome emails: You\u2019ll be attracting a lot of new customers during this time so you must have an automated welcome workflow in plae. At the same time, keep in mind that a lot of these folks would be \u201cseasonal subscribers\u201d, meaning they\u2019ll likely unsubscribe as soon as the holiday season draws to a close. Hence, while penning these emails, adopt a different approach than what you do for other times of the year.<\/li>
- Cart abandonment emails: Increased traffic during this period might also bring in a slight spike in the number of abandoned carts your business encounters. Unless you have a water-tight abandoned cart sequence in place, you\u2019ll have a tough time recovering lost sales.<\/li>
- Re-engagement emails: Before the holiday season, it\u2019s a good practice to check in with some of your inactive customers to understand how your mailing list will look like when it\u2019s time to launch your holiday campaigns<\/a>. Hence, the need for impactful re-engagement emails.<\/li>
- Product launch emails: These are going to be, arguably, among your most-sent emails during the holiday season. Ensure, thus, that their content and design is immaculate to a fault.<\/li>
- Feedback emails: Along with launching several new products, you would also want to understand how they are being received by your subscribers. This is where feedback emails come into the picture. They help you address inconsistencies and resolve them at the earliest.<\/li><\/ul>\n\n\n
Segmentation refers to the practice of dividing your subscribers into different compartments based on various factors such as age, gender, location, buying history, and the like. It is important for it helps you identify the needs and expectations of every section of your audience and cater to them accordingly. And it has solid numbers backing it as well. Compared to untargeted campaigns, segmented campaigns register a 50%<\/a> higher CTR (click-through rate). Moreover, they drive up transactions by 18% <\/a>and revenue by 24%<\/a>.<\/p>\n\n\n\n Adding an automation expert to your team will help you have a solid segmentation framework in place. That, in turn, will help you drive the results you desire. Besides, segmentation during the holiday season<\/a> is a whole different ball game altogether for customer behavior during this time exhibits a marked change. For this period, experts prefer taking the following parameters into account while building their segmentation framework.<\/p>\n\n\n\n Next, let\u2019s look at some of the segmentation best practices automation experts will help realize for you in your holiday season campaigns.<\/p>\n\n\n\n What kind of business you are and the time of the year you are operating in are deciding factors in determining which automated workflows you should be setting up at a particular point in time. Having an automation expert onboard will help you make the right call.<\/p>\n\n\n\n Here are some automations we reckon you must implement during the holiday season.<\/p>\n\n\n\n2. Set Up The Correct Automated Workflows<\/h3>\n\n\n\n
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