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Hvordan automatisere dine e-poster?

Email automatisering er et kraftig verktøy som kan gi umåtelig fordel for din virksomhet. En av de største fordelene ved å bruke email automatisering er klientretensjon. Automatisering av epostmarkedsføring kan være en effektiv kanal for å drive online trafikk til din nettside. 

Det første du bør gjøre før du automatiserer dine e-poster er å tenke på hensikten med det. De best-automatiserte e-postene har spesifikke hensikter og sluttmål. Når du har bestemt deg for hovedgrunnen til din email automatisering, kan du velge om du vil planlegge e-postene dine eller sende dem ut basert på utløsere.

Hva er email automatisering? 

Som navnet indikerer, gjør automatisering av epost det mulig for deg å sende epost til flere mottakere automatisk. Kort forklart kan du gå til din e-postleverandør og sette opp en rekke e-poster som du vil sende ut. Du kan sette opp email automatisering i sekvenser og velge den beste typen taktikk du vil implementere. 

Email automatisering er ikke et nyhetsbrev eller en kampanje som sendes til en stor liste med mennesker på en gang. Istedenfor er det et system som utløses når en bruker oppfyller visse kriterier. 

Eksempler på automatiserte e-poster er e-poster du mottar når du signerer deg opp for en ny tjeneste som Facebook eller når du mottar en e-post fra Amazon med et utvalg av varer du har surfet nylig. 
Du kan velge om din email automatisering skal være basert på en tidsplan eller en spesifikk utløser osv.

Utløser

En utløser kan være en kunde som sjekker ut et produkt på din nettside, men som lukker siden uten å gjøre et kjøp. Du kan sette opp en utløser som sender en påminnelse på e-post til kunden eller tipser om rabattert pris på et spesifikk produkt. 

Det kan være en besøkende som har lagt til varer i handlekurven, men bestemt seg for å forlate handlekurven siste minutt og ikke fullføre kjøpet. Dette kan skyldes forskjellige årsaker; kanskje den besøkende ble avbrutt og ikke fikk sjansen til å kjøpe varen. Du kan sende en e-post som minner dem på at deres vare fortsatt venter på dem i handlekurven. 

Det kan også være e-poster som basert på milepæler. For eksempel, vil du kanskje sende ut bursdagshilsener til dine kunder. Email automasjon er et flott verktøy for å levere en bursdagsmeldinger, og du kan bruke bursdager som en utløser. Du kan også understreke lojalitet; Hvis du har en kunde som har vært lojal mot deg i et par år, kan du sende dem en e-post med en rabattkode. 

Drip-feed

Du kan også sette opp automatiserte e-poster basert på tidssekvenser – også kjent som drip-feed e-poster. Den vanligste bruken av drip-feed e-poster er å sende e-poster til besøkende som melder seg opp for en gratis prøveperiode av et produkt. Når prøveperioden er over, kan du sende dem en e-post med informasjon for å gjøre dem interessert i dine andre produkter eller tjenester. 

Du kan også implementere drip-feed e-poster når du vil sende en kald e-post til en kontakt du ønsker å etablere et forhold med. Prosessen med å først kontakte deg for deretter å minne den potensielle klienten om den forrige e-posten du har sendt for å lukke e-posttråden til slutt, er en drip-feed prosess. 

Tips: Det er viktig å huske på at det er en forskjell mellom email automatisering og transaksjonelle e-poster. Transaksjonelle e-poster er ikke noe annet enn informative; hensikten med transaksjonelle e-poster er å oppdatere kunden om kjøpet deres. Det kan være e-poster slik som “din ordre er blitt sendt” eller til og med “din ordre er forsinket”.

Hvorfor bør du implementere email automatisering?

Det er utrolig effektivt å sette opp et system en gang og la systemet sende automatiske e-postmeldinger. Enda viktigere, så har email automasjon en positiv innvirkning på dine kunder. 

Majoriteten av e-poster vi har mottatt i dag er altfor generiske, som gjør at de fort havner i søppelmappen. Hvis du sender e-poster som er betimelige, relevante og ikke generiske, unngår du den fellen.

Folk konverterer sjelden ved sitt første besøk på nettstedet ditt; Ved å sende målrettede e-poster med relevant innhold som er personlig tilpasset, forbedres imidlertid sjansene for suksess dramatisk.

Best automatiserte e-poster

De beste automatiserte e-postene inkluderer ulike aspekter som du bør vurdere.

  1. Personalisering
  2. Mål
  3. Segmenter
  4. Kriterier

Personalisering

Du vil sørge for at e-postene du sender gir mening. Å opprette email automatisering i segmenter er en flott måte å oppnå personalisering. På denne måten kan du dele forskjellige personaliseringer i forskjellige segmenter.

For eksempel, la oss si at du har en person i din kundeliste som har kjøpt flere produkter fra din nettside. Du vil sørge for at du sender e-poster som er nyttige for denne kunden, e-postmeldinger som de vil finne fordelaktige og relevante for deres virksomhet, og e-postmeldinger som stemmer overens med alle de andre produktene de har kjøpt.

Mål

Hva er målet ditt? Hvorfor bruker du så mye tid på å automatisere e-postmeldingene dine? Det er kun når du har et klart mål, at du kan skrive en klar melding. Ditt innhold bør være upåklagelig, til poenget og fange leserens oppmerksomhet. Hvis du er klar over målet ditt, vil du også produsere et flott innhold. 

Du bør også vurdere oppfølgingsmail. Hvordan vil du forholde deg til kunder som ikke svarer på e-postene dine? Og hvordan vil du forholde deg til kunder, som faktisk, svarer tilbake? Du vil sikre at du ikke irriterer dem med repeterende informasjon eller informasjon som ikke er relevant.

Segmenter

Vi har nevnt segmenter et par ganger nå for å understreke viktigheten rundt det. Det ville være best hvis du segmenterte abonnentene dine basert på noen få aspekter:

  • Industri og yrke 

Sørg for at du segmenterer alle dine abbonnenter i samme industri for å tilpasse dem etter dine produkter, og i noen tilfeller etter yrke. På denne måten kan du sende dem automatiserte e-poster hver gang du slipper et nytt produkt. 

Kriterier

Implementer et flott verktøy som kan administrere hvem som er på listen over personer du kan sende e-post til. Dette er en flott måte å bestemme dine utløserpunkter. For eksempel vil du inkludere personer på listen din som har kjøpt noe tidligere, klikket på en lenke i en e-post du har sendt eller sendt inn et kontaktskjema på nettstedet ditt osv. 

Eksempler på innhold du kan skrive i en automatisert epost

Det finnes forskjellige typer innhold du kan lage og deretter dele med kundene dine via e-mail automatisering. 

  • E-kurs

Du kan bruke e-post automatisering for å utdanne kundene dine. Du informerer dem om et produkt du selger; du kan dele reisen og ideens begynnelse.

  • Oppfølging

Du kan bruke e-mail automatisering for å følge opp med en kunde i salgsprosessen. Kanskje kunden din har brukt produktet ditt i en måned, og du vil følge opp hvordan de tror produktet har tjent dem osv.

  • Oppsalg

Du kan bruke e-post automatisering som en oppsalgsteknikk. Poenget med oppsalg er å prøve å få kunden til å kjøpe mer enn kun et produkt. Du vil at dine kunder skal dra nytte av produktene du tilbyr. Dermed er mersalg via epostautomatisering en fin måte å markere alle produktene du vil at en kunde skal prøve.

  • Kontaktskjema

Du kan bruke e-post markedsføringsautomasjon når en besøkende registrer seg via kontaktskjemaet ditt. Du kan sende en email tilbake til dem med mer informasjon eller sende dem en e-post med en rabattkode.

Eksempler på den beste automatisering av e-postmarkedsføring

Som nevnt ovenfor, er innhold viktig når du skal opprette e-post automatisering. Nå som du har et klart mål, vil bransjene du ønsker å ta kontakt med og til og med typen e-postautomatisering, la oss gi et eksempel på hvordan det kan se ut.

  • Sidevisninger

La oss si at du vil ha visninger på en ny side du har publisert. La oss si at den nye siden du har publisert handler om kaffebønner du selger. Emnet av innholdet ditt vil mest sannsynlig angå alt om kaffe. Hvordan gro kaffebønner, hvordan lage kaffe, hvorfor kaffebønner er de beste tilgjengelig osv. 

Når du har skrevet alt dette innholdet, vil du ha sidevisninger. Du kan lage en arbeidsflyt for din e-post automatisering basert på innhold og bransje. Du kan sende e-poster der du snakker om kaffebønner i hvert eneste land. Du kan ha et verksted om hvordan du kan lage den beste koppen kaffe. Du kan til og med sende en e -post om romanen du har skrevet om reisen din som leder deg til kaffebransjen.