Marketing automation is much more than email marketing. 

Yet, as it’s one of the easiest and most well-known automations to put in place, we often find ourselves fielding email-related questions.

And, here are the answers to four of the most frequently asked.

  1. How many emails should I send to my contacts & customers?

When considering this, it’s not only the frequency of your sends that impact your email marketing performance. There is the what, where and how to consider too, as well as the when

Around 70% of people unsubscribe due to ‘too many emails’. What they really mean by that is ‘too many boring and irrelevant emails’.

So, focus on sales AND customer feedback targets when measuring performance. Where you may focus heavily on sales metrics, remember the unsubscribe rate is a good way of keeping an eye on the satisfaction of your customers.

Test and measure. We’re all different and it will vary from sector to sector.

  1. Simple Text vs. Glossy Newsletter: What’s best?

This used to be a more relevant question before technology got so good. But really, it depends on your message and the way your audience consumes your content. 

So the key to this is testing to see what works best for you.

Often, service notification messages work well in simple text form. The best ones tell customers exactly what they want to hear, without lots of images and heavy design, maybe just some subtle branding. 

For marketing messages the question is less straight-forward. If you operate in a very visual or image-led market, a well-designed newsletter format can be very effective, allowing for greater creativity and engagement.

For most businesses though, the quality and value of the written content of your email is still the most important thing. And if your email looks and feels like one sent by a friend or family member, rather than looking like an advertisement (which tends to trigger our anti-advertising instinct), you’ll likely see more engagement.

  1. How should you manage email unsubscribers?

Firstly, only subscribe people who have opted in to hear from you. Seems obvious, but you’d be surprised by the number of GDPR rebels out there who are making the ‘opt-in’ decision on behalf of their audiences.

When a customer opts out of your communications, remember to update their record on any other systems where you have their data stored. Make it easy. Make it one click. They’ve made the decision to go anyway, so at least give them a positive experience in the process.

  1. I am a complete email-marketing amateur. Do I need a specialist?

To get started, there are plenty of free trials available on email platforms, which allow you to try before you buy. There are also thousands of videos on YouTube that talk through best practice.

Where multiple systems are in play and combined with complex targeting and messages, you’ll need a specialist.

For our clients, we help them save time, money and effort by helping them build and implement a marketing automation strategy. We help them focus on what’s right for their business and their customers to get the best results.

Get in touch today to find out more about working with Airbase.

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