Article

Alexandra Burnett
Alexandra Burnett 4 November 2013
Categories Email & eCRM

How can you send the right email at the right time

Getting the message right and delivering it at the right time can dramatically improve your marketing results.

The essential emails every marketer should be sending:

 

1. Welcome email - as the name says on the tin, this emails should be sent  when a customer first interacts with your company. When they first sign up to a mailing list make sure that you have a friendly and engaging welcome email set to respond, highlighting other ways they can engage with you. Please, please, please - avoid sounding spammy or over excited - it will put them off.

 

2. Nurturing email - these are the lifeblood of your marketing automation system. Lead nurturing emails are the triggered emails sent in response to actions customers take on your website and when engaging with other emails. You’ll have content pathways already in place so that when they show interest in once piece of content they’ll automatically get sent another.

 

One thing I would say regarding this type of email - is that you have to be really careful when it comes to how often you send these emails. If you send them too often (3 times a day or more) chances are your leads will be put off - if you don’t send them  often enough your message will be inconsistent and your leads are likely to lose interest. So, every lead nurturing email must be sent wisely. There are great examples of nurturing emails in this blog.

 

3. Reminder email - if a customer has registered for a webinar or other events, then triggered emails can send reminders to attend at pre-decided times to increase the chances of them actually showing up. It’s especially helpful if the event is free too!

 

4. Thank You email- everybody loves good manners. So make sure you have a triggered thank you email set to go, so that every time someone downloads something, signs up for something, attends something, you send an email thanking them and highlighting the other great content and events that will likely be of interest to them.

 

Remember : the most important thing that we as marketers can do is to woo our target market market with every marketing effort- this includes email.

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