How Autoresponses Can Kill Your Email Marketing Campaign

email marketing

In an email campaign, it’s common for autoresponders to require a confirmation message sequence. After that sequence, your next email marks the true beginning of your email series. It’s the time when you establish an email relationship with the subscriber and orient them to where the email series is headed.

When crafting the first message of your autoresponder, there are some things you must get right or you risk ruining your entire email campaign before it even gets going. Here are five tips for creating a successful email campaign.

1. Get personalization right.

Most email marketing platforms let you personalize emails. This is the automatic transfer of information to your message gathered from an opt-in form. Typically you’ll use this to put the subscriber’s name into the greeting, and perhaps the subject line. It usually requires inserting a short piece of code into the message or subject line.

If you make a typo in the code, the feature may not work at all, or it may have unintended results. If you enter the wrong code, you may be calling for information you never collected or for the wrong piece of information. When possible, use name correction, a common feature that corrects capitalization errors in the name. Get personalization right, or your attempt at familiarity will fall flat.

2. Give a great welcome.

If your message fails to make the subscriber feel included and valued by your community, you’ve missed an important opportunity to form a vital bond. Often a familiar tone is appropriate; in others, a more formal one is necessary. Either way, concentrate on your mutual interest. In practice, that means putting the benefit of the subscriber first, showing you are dedicated to his success.

3. Skip the sales pitch.

Giving a sales pitch in the first message of your series is the surest way to come across as a smarmy salesman or spammer. It’s reasonable to touch on the needs and problems your product or service will address, but don’t try to sell anything. Avoid mentioning how your products or services will benefit the subscriber. Focus, instead, on the upcoming benefits of subscribing to your list: how the content of your email campaign will improve the life or work of your subscriber.

4. Integrate social media.

By failing to integrate social media into your email marketing, you miss creating a powerful synergy. Make sure, then, to urge your subscriber to follow you in the social sphere. This first message is the perfect time to do it. If your email marketing provider allows templates, use one with social icons, or create one that does. Bridging email and social gap will make both forms of marketing more effective.

5. Test everything.

Amateur email marketers fail to test emails they send. You should test all personalizations and any links you have included, as well as social media buttons or icons. And verify you’re sending your messages to the right subscribers, especially if you’re segmenting your list. It may help to make a checklist for all the items you need to test.

A strong email campaign has great benefits. Email marketing with autoresponders is inexpensive, and the ROI on successful email campaigns is typically much higher than with other media, as discussed in this Hubspot article. It can be a fine-tuned sales funnel with unparalleled trackability. And it can make your customers more loyal and profitable. So get the details right, and don’t wreck your email campaign before it gets going.

Jess Alexander

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