Social Media Examiner

7 Ways To Humanize Your Automated Email Marketing

Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation. It is said to be the most transformative advancement in sales and marketing since the emergence of CRM. It not only gives us the opportunity to send personalized communication to every user but also saves time of sending manual messages. Recent studies have shown that marketing automation brings up to 14.5% increase in sales productivity and 12.2% reduction in marketing overhead. This holds true even for email marketing.
Automation in email marketing has facilitated the email marketers to send timely and relevant emails to the subscribers based on their activity without the need to do it manually. However, your automated emails should have a human touch so that they do not seem bot-generated emails.
Here are some simple and actionable tips to humanize your automated emails.
Decide a credible sender name
The sender name of automated emails should build credibility and be trustworthy for the subscriber. Noreply From name should be strictly avoided.
Take a look at the example by Social Media Examiner. It makes the subscriber feel that the founder of the company has personally taken the time to email them.

Use language similar to a one-to-one email
Your email copy should reflect that it is written by an individual who understands the subscriber’s needs. It should be written in a language that the subscriber can most relate to. More often than not, automated emails are written in a formal or salesy language that fails to appeal to the readers. Ultimately, it ends up being an ineffective sales pitch that yields no results. To make sure that your automated emails are as effective as manually sent emails, you should draft emails that sound like a conversation rather than a “Buy our product” speech.
Harvard Business Review shares valuable insights into the kind of language that should be used.

Never forget to add context to the email
Many a time, marketers miss out on including context to the automated emails. Such emails come off as a vague communication that the prospect is not expecting. Obviously, the email recipient will avoid taking action on an email that does not have a clear purpose.
Take a look at the example below. The word “this” in the follow-up email gives the impression that the email is sent by a bot. The email is not able to establish a link with the previous communication.

Source: Yesware
As an implication, you must always create relevance in all your emails and follow up on the same thread as the initial message. Try to recapitulate the previous interaction in brief so that the subscriber is able to connect with the email.
Personalize the emails in the right way
Go beyond first-name personalization and draft tailormade emails in line with the subscriber’s activity. You can carry out customer profiling to figure out how they prefer to be addressed.
Take a look at the example below. It is strongly recommended that the marketer takes time to research and personalize with the right name.

Source: Yesware
Personalized automated emails usually mean that you have set custom fields in the ESP and these details are automatically fetched in individual emails. You should see to it that the correct information is fetched.
Look at the example below.

Source: Yesware
It is an email marketing blunder that makes it quite evident that it is an automated email sent by a bot. Such mistakes can be easily prevented by being extra careful and testing the automation workflow once it is set. These emails would mitigate the conversion rate as the prospects will not be compliant enough to take action or respond to them.
Send appropriate follow-up emails
Many a time, it is observed that you get multiple salesy emails from different people working at the same company. Obviously, it is not a pleasant experience for the recipient. For example, if you keep receiving reminder emails for the payment of your phone bills, it would get quite annoying.
Here’s another example.

Source: Yesware
The subscriber has received this automated email asking to schedule a call after already having one. Moreover, the email opens with an unnecessary company introduction. It does not talk about the last call that the company had, which makes the email totally in vain.
Have appropriate time interval between the automated emails
Quite often, marketers overwhelm the subscribers with too many automated emails at one go. This is not a good practice as it can lead to unsubscribes and getting your emails marked as spam. Maintain an appropriate time interval between the automated emails and make sure that they bear relevance with each other and the subscriber’s activity.
Allow room for human intervention at the right time
Automation does not replace human intervention. Although bots have made things easy for the email marketer, it is highly recommended that you make way for human intervention at the right time and facilitate more effective communication. Not everything can be conveyed in the right way through automated emails.
Wrapping Up
Keep humanity alive in your email automation and create a better email experience for the subscribers. Instead of sending generic emails targeted to a wide range of population, use humanized automation to deliver value with personalized messages.

3 Tips for Growing Your Business with Email Marketing

Grow your business. It’s what every business owner and employee wants. But how does email marketing fit into the picture?
Well, I’m glad you asked.
Email marketing provides an easy way to stay in touch with your audience and engage new prospects – whether you want more customers to purchase your products/services or more readers on your blog. And when you have an opportunity to get your message before the eyes of your subscribers every day, every week, or once a month, you can make a personal connection with each individual.
In addition to the warm fuzzy feelings, email marketing is simply an effective way to influence others to take a desired action. In fact, 66 percent of consumers have made a purchase as a result of an email.
So the question now is, how can you get that?
If you’re just getting started with email marketing for the first time, don’t worry – setting up is a breeze. Here are the first three steps you can take towards growing your business with email.
Grow your subscribers.
Before you can begin sending out emails, you first need an audience of subscribers to send to.
Above everything else, your email list is the most important part of your email marketing strategy. These are the people with whom you’re going to build relationships via email. They’re the audience you can potentially turn into loyal, repeat customers.
The first step to growing your subscribers? Add an email sign up form to your website. Ideally, this should live on pages that receive a lot of traffic, such as your homepage and/or blog page.
In your sign up form, be sure to tell people what kind of content you’ll be emailing them. Will you be sending them product discounts or new featured blog posts? Be sure to tell your site visitors because people want to know what to expect by signing up to your email list.
In the example below from Social Media Examiner, the sign up form introduces the incentive offer and explains that subscribers will receive article updates.

In addition to adding a sign up form to your website, consider situations where you could add email subscribers when you’re on the go. This might include an event or conference, or even at your cashier register if you own a brick-and-mortar store. Simply download an email sign up form app to your mobile device, and ask people you meet to sign up to your email list.
Tip: Consider using a pop up form to grab the attention of your website visitors. While they have a bad reputation, if used correctly they’re really effective at converting visitors into new email subscribers.
Write and send compelling emails.
The second most important aspect of email marketing? Your emails.
This is what makes or breaks an email marketing strategy. In order to attract people to sign up to your email list, you need to send emails that will bring value to them. If your emails don’t do this, your subscribers will be more likely to unsubscribe, or worse – mark you as spam.
The first place to start with your emails is by creating an autoresponder welcome email.
The welcome email is an email that is automatically sent to every new subscriber who signs up to your email list. It arrives after a new subscriber confirms that they want to receive your emails.
By sending an autoresponder welcome message (meaning that it gets sent automatically to each subscriber after they get added to your email list), it not only creates a “welcome to the family” feeling, but it also keeps you top of mind with your subscribers. Otherwise, if they don’t hear from you for a coupe of weeks, they might forget they signed up to your list. As a result, they might ignore your message, unsubscribe from your list or worse, mark you as spam.
In the welcome email below, Courtney Slazinik of the photography blog Click It Up a Notch, does a great job welcoming her new subscribers. She also uses this opportunity to deliver the incentive she offered on her sign up form.

Once you’ve written your welcome message, you should also consider other types of emails you want to send to your subscribers.
A broadcast email, which is a one-time email you can send to all of your subscribers at once, is perfect for sharing timely information. This includes newsletters, recent blog posts, and event or company updates.
Check out the email newsletter sent by The Prairie Homestead:

For the homesteading blogger, Jill finds the most value out of creating a newsletter with links to her blog posts to share with her subscribers.
In addition to sending a broadcast email message, you could also consider expanding on your autoresponder welcome email to include a series of autoresponders. This might include a few emails that introduces new subscribers to your business, such as key pieces of content they might find relevant to help them understand your value.
Whatever you decide to write about, your emails should always put the subscriber first.
Tip: To help you identify what to write, tap into your own expertise and common questions you receive from your audience. This is a great place to pool email content ideas.
Measure email performance and make improvements.
Aside from building relationships and turning your subscribers into loyal customers through the awesome content you email them, you’ll have the ability to instantly see how your emails are performing.
While there are a number of insightful analytics you can check in your email account, the key reports you want to review to determine how people are engaging with your emails are open rates, click-through rates, web traffic, and unsubscribes.
By reviewing each of those reports, you can determine what’s working and what isn’t working with your emails. Are your open rates low? Then maybe your subject line isn’t doing a good job of capturing the attention of your subscribers. Once you’re aware of that, you can try new techniques for creating a subject line that stands out in the inbox.
Or, if your click-through rates for a particular email were much higher than another, you can infer that your audience really likes the content you shared with them. For future emails, consider ways in which you can send similar content.
Tip: To get an accurate sense of what works for your audience, create an A/B split test with your emails. Test one thing at a time, such as the subject line in the same email.
Get started.
If you liked the tips you just read, be sure to download our free guide, Growing Your Business with Email Marketing. It covers each of the three tips in greater detail, in addition to other things you should know when getting started with email marketing.