Data-driven automation: email marketing from A to Z

12/06/17

Customer-focused email marketing strategies go far beyond spam that still insists on filling our email boxes. Email automation and data driven marketing are powerful allies, allowing brands to deliver the right message to the right person at the right time.

The basis of everything

To begin with, the first step is to have your own contact base in hand – after all, the best lists are not for sale. The creation of your contact base will depend on physical store registrations, store online purchases, social networking leads, lightbox for web capture, among others.

With the base in hands, comes the hygienization step and this goes well beyond the settings of domains – gmial for gmail, rotmail for hotmail and so many others! When you send a campaign to invalid emails, they are rejected and this harms your reputation against ISPs (Gmail, Hotmail, Yahoo, etc.). Depending on, you may be penalized and even blocked by ISPs (temporarily or permanently).

Quantity is not quality: you want contacts that open your emails and engage with your campaigns, so pay dearly for the quality and not just the quantity of the subscribers. A smaller group that really has an interest in your products is more likely to interact and convert with your emails.

How to begin?

Starting e-mail shots requires analysis and definition of the strategy of the submission plan, remembering that the goal is to reach the best contacts possible, that is, those who are less likely to bounce or complain. This phase consists of two stages: warm-up and ramp-up.

The warm-up, as its name already suggests, is the heating of the IP. In this process shots with consistent volumes are carried out for approximately seven days, after all the goal is to create a good reputation. The ramp-up stage is a customized acceleration plan that distributes the daily volumes according to the final production volume required.

The filters to define the base of contacts that will be impacted in the warm-up and ramp-up steps should contain the highest quality email addresses possible, such as:

  • People who clicked messages recently – in the last 3, 6, or 9 months;
  • People who have opened or registered to receive news in the last 12 months.

It is also important to remember:

  • Suppress bounces, opt-outs and people who reported SPAM;
  • And do not contact these people by another platform during the period – with the exception of transactional emails.

At this stage, tracking metrics requires special care to ensure that emails are reaching the inbox, that the base is engaging with these emails and that they are not being reported as SPAM.

What next?

IP heating. Metrics within the parameters. And now, can I send it to the whole base? Calm down, young man.

Working with email marketing requires patience and a lot of analysis of results for the definition of strategies. Triggering an email to the entire base is not the solution to achieving conversion and channel participation goals, quite the contrary! “Full base” shots will only undermine all reputed work done.

Identify at what stage your customers are. Segment your base. Create automated programs. Do relationship actions. Chat simultaneously with your customers, but do not forget to use different approaches according to the stage in which each of them meets! How about starting with a welcome rule by email marketing?

All metrics depend on the behavior of your base SUA. Benchmarking is always a good start for planning your actions, but do not look for a magic formula – it does not exist! Remember: you are not everyone.

Plan. Test. Track your metrics. Test again, and again, and again until you find your formula for success. Just be sure to keep up with the dynamics of the market and stay tuned for behavior changes to steep your strategy according to your reality.