7 Greatest Practices in Automation & Concentrating on

Ah, electronic mail advertising and marketing

No different channel fairly compares, does it?

With its low prices, ease of use, and skill to achieve a worldwide viewers, it’s no shock that electronic mail automation is a advertising and marketing favourite. 

The issue?

Whereas 57% of entrepreneurs say they’ve been profitable at implementing automated electronic mail advertising and marketing campaigns, a whopping 38% have reported the alternative.

From operating into content material planning snags to not segmenting audiences correctly, there are particular the explanation why some campaigns outperform others. 

And that’s the place this text is available in. 

In case you’re able to uplevel your electronic mail advertising and marketing technique, you’ve come to the correct spot. 

In at the moment’s article, we’re having a look at seven finest practices you should utilize to create automated and focused electronic mail advertising and marketing campaigns.

Able to be taught extra?

Let’s get into it.

Why create automated and focused electronic mail advertising and marketing campaigns?

what is a _____?

Anybody can throw an electronic mail collectively and mass ship it to their lead listing — however is that true advertising and marketing? 

Put merely, no. 

Advertising isn’t an electronic mail dump, a random social media publish, or a brochure you drew up in Canva. True advertising and marketing requires intentionality, goal, and technique. 

And that’s why automated and focused electronic mail advertising and marketing campaigns work so superbly. 

Intentionality? You possibly can’t create focused campaigns with out it. 

Goal? How else can you recognize what to automate?

And technique? That’s the lifeblood of your advertising and marketing efforts. 

In different phrases, automated and focused campaigns tick each field. They flip bland, meaningless electronic mail advertising and marketing makes an attempt right into a conversion, relationship-building system. 

And over time, this technique capitalizes on itself so you’ll be able to scale your advertising and marketing — and what you are promoting — in significant methods. 

And that’s what makes automated and focused electronic mail advertising and marketing campaigns price prioritizing. 

Not that we’ve bought that squared away, let’s check out these finest practices we promised you.

1. Don’t neglect about knowledge safety 

Don’t forget about data security 

To create focused emails, you’ll want to gather first-party knowledge from clients so you’ll be able to personalize your content material for them.

However amassing knowledge is difficult. 

You must be sure you’re following privateness legal guidelines throughout a number of areas. You must guard buyer knowledge with a agency grasp. And most significantly, it’s a must to make certain the info you’re amassing by no means will get leaked into the interwebs.

The answer? Defending buyer knowledge comes down to making sure you may have the correct identification and entry administration programs in place.

Listed here are some fast ideas that will help you maintain buyer info secure:

  • Rent a cybersecurity skilled to conduct an information safety checkup on what you are promoting and knowledge options
  • Rent a cybersecurity skilled to coach your advertising and marketing workers on methods to maintain buyer knowledge secure
  • Get clear on GDPR (Common Knowledge Safety Regulation) tips and EDPB (The European Knowledge Safety Board) guidelines 
  • At all times embrace a privateness assertion and ask for permission to make use of cookies earlier than amassing knowledge

Right here’s some extra necessary info it’s worthwhile to find out about cookies:


2. Study the nuts and bolts of electronic mail advertising and marketing automation 

To take advantage of electronic mail advertising and marketing automation, you first should get clear on methods to use it.

Spending a month planning 1 / 4’s price of campaigns solely to run into technical points later is a waste of valuable firm time.

By understanding automation earlier than planning your campaigns, you may get one step nearer to creating focused emails that convert.

So, be taught every little thing you’ll be able to about electronic mail automation. 

You’ll want to discover out:

  • How electronic mail automation works
  • Tips on how to arrange automated campaigns 
  • Tips on how to create focused campaigns
  • What automation options can be found and methods to use them to your benefit
  • Automation finest practices 
  • Automation triggers 
  • Automation recipes and when to make use of them
  • Automation roadblocks, pitfalls, and customary snags
  • Prime automation instruments and the professionals and cons of utilizing each
  • What to do if an automation will get caught
  • Tips on how to report defective automations with out harming your campaigns 

Additional Studying: What’s Electronic mail Advertising Automation and How A lot Can You Truly Automate?

3. Plan your campaigns and automations effectively upfront 

Plan your campaigns and automations well in advance

And talking of planning your campaigns, we are able to’t emphasize sufficient how necessary it’s to plan your content material effectively upfront.

Planning your campaigns forward of time removes pointless burdens off your advertising and marketing staff and helps you amp up your automation efforts. Additionally, you’ll be able to’t arrange automations with out having campaigns able to go, proper?

When deciding on a time-frame, take into account the ebbs and flows of what you are promoting. 

As an example, when you’re all the time slammed on the finish of the month, save content material planning for a slower time. In case you depend on freelance entrepreneurs to plan campaigns, get clear on their capability ranges earlier than finalizing deadlines.  

On the minimal, goal to plan your content material 30 days upfront. If potential, attempt to plan your content material 90 days out so you may have ample materials able to automate sooner or later.

Listed here are some further advantages of planning your campaigns and automations upfront:

  • Content material planning promotes consistency — aka the magic each enterprise must construct buyer connection and belief.
  • Content material planning helps you keep organized. From requesting customized graphics to scheduling photograph shoots to internet hosting interviews, planning helps guarantee you may have loads of time to prepare all of it.
  • Content material planning alleviates overwhelm. Planning saves you from the dread of not figuring out what to publish.
  • Content material planning helps you monitor progress. See what sort of content material resonates along with your viewers so you’ll be able to create extra of it sooner or later.

Additional Studying: A Complete Information on Tips on how to Construct an Electronic mail Advertising Technique

4. Phase your audiences 

In case you’re seeking to create extremely focused campaigns, you’ll have to get used to segmenting your audiences

Segmenting your audiences isn’t a elaborate advertising and marketing fad — it’s a killer approach used that will help you tailor content material to particular goal teams.


You possibly can section your audiences by funnel kind, like this:

  • Raving followers/model promoters: VIP clients that inform everybody they find out about you
  • Established clients: Repeat consumers you’ve had for some time
  • Chilly leads: Prospects on the prime of the funnel who’ve simply heard about you and want to grasp what worth you convey to the desk
  • Heat leads: Prospects in the course of the funnel who such as you however want extra nurturing
  • Scorching leads: Prospects on the backside of the funnel which are nearly able to convert

Or you’ll be able to section your audiences by personas and particular wants. 

As an example, when you promote pure cleansing merchandise, then you definately might need the next segments:

  • Keep-at-home mothers in search of month-to-month subscriptions to pure cleansing merchandise 
  • Enterprise retail manufacturers seeking to purchase pure workplace cleansing kits in bulk 
  • Eco-friendly manufacturers seeking to inventory their cabinets with wholesale cleansing merchandise

Save this info for tip quantity six, which we’ll get to in a bit.

Additional Studying: Tips on how to Use Electronic mail Segmentation to Increase Advertising Conversions

5. Plan each marketing campaign with a deal with worth 

Plan every campaign with a focus on value 

One of many causes electronic mail advertising and marketing campaigns fail is as a result of manufacturers aren’t offering sufficient worth to their audiences.

As a result of right here’s the deal …

Clients are craving extra worth than ever earlier than. 

Not simply any sort of worth. Not the typical how-tos or surface-level inspiration. They’re craving great worth. 

They’re craving life-changing recommendation, options to painful issues, and nice surprises. However most of all, clients are craving connection, authenticity, and humanity.

So how will you tick all the bins in the case of creating worth? 

Nicely, you’ll be able to actually tick them off by making a Worth-Pushed Guidelines.

A Worth-Pushed Guidelines is an inventory your advertising and marketing staff can run by way of to ensure they’re all the time together with worth of their electronic mail advertising and marketing content material.

Right here’s an instance of a Worth-Pushed Guidelines you should utilize:

  • Does the content material embrace thought management features, similar to quotes, skilled reflections, or case research?
  • Does the content material educate our viewers one thing?
  • Would this content material encourage our viewers?
  • Does this content material resolve viewers ache factors and/or issues?
  • Is the content material partaking?
  • Are there any storytelling parts that tug on emotion, use social proof, or goal to construct belief and connection?
  • Are there any partaking visuals that may assist pull the reader’s eye down?
  • Would our viewers share this electronic mail with a pal or on social media?
  • Does this content material comply with the 80/20 rule or is it overtly promotional?

Additional Studying: 12 Inspiring Electronic mail Advertising Marketing campaign Examples to Spark New Concepts

6. Personalize your campaigns by viewers section 

Focused campaigns are important to nurturing every viewers section, however they’re much more elementary when you’re providing a distinct segment product, like financial institution accounts for faculty college students


A university buyer has completely different banking wants than a enterprise buyer or a mortgage buyer would have, so it’s necessary to talk to every section in a different way.

Listed here are some methods you’ll be able to personalize your campaigns by viewers section:

  • Customise your language and messaging to every section
  • Clear up issues and ache factors which are particular to every section
  • Personalize your gives and promos by section 
  • Use popular culture and milestone references particular to every section 
  • Spotlight core wants by particular person section 
  • Customise your tone, model components, and elegance for every section 
  • Customise your value-adds by viewers section
  • Fluctuate your photos, movies, and graphics by viewers section

And listed below are some personalization ideas you’ll be able to apply to your entire viewers segments:

1. Ship an automatic welcome electronic mail to new opt-ins

At all times ship a welcome electronic mail when a brand new lead opts into your listing. Automated welcome emails despatched by e-commerce gamers in 2020 had a conversion fee of 51.9 %


2. Ship an automatic electronic mail after buy 

Assist clients really feel valued by sending a thanks electronic mail after they make a purchase order. 

3. Ship an automatic electronic mail after cart abandonment 

Entice clients to finish their buy by sending them a nudge after they’ve deserted their purchasing carts. In accordance with the chart above, automated cart-abandonment emails in 2020 had a 33.89% conversion fee.

4. Handle recipients by title 

A brilliant easy option to tailor your electronic mail content material is to seek advice from your recipients by title.

It’s as straightforward as swapping:

 “Pricey electronic mail listing subscriber,”


 “Hello Jenny,” 

5. Write for people

Humanizing your copy is pivotal to serving to your viewers really feel like your content material was crafted only for them. 

7. Observe good electronic mail hygiene 

Practice good email hygiene

Cleansing out inactive opt-ins from future campaigns, retaining your present listing heat, and practising wholesome electronic mail sending habits are the highest parts of fine electronic mail hygiene.

Right here’s methods to observe wholesome sending habits and maintain your listing clear:

  • Ask opt-ins to confirm their electronic mail addresses and ensure their subscriptions earlier than formally including them to your listing
  • Use an electronic mail verification instrument to be sure you’re solely sending content material to verified addresses
  • Hold your knowledge clear and updated
  • Take away bounced and/or invalid electronic mail addresses out of your listing
  • Use an electronic mail deliverability instrument to verify for potential points and cyber threats earlier than sending out content material 
  • Monitor your electronic mail advertising and marketing efficiency, be taught out of your errors, and course-correct as wanted 
  • Check every marketing campaign vigilantly 
  • Observe all knowledge and privateness legal guidelines particular to electronic mail advertising and marketing 
  • Use anti-virus plugins and maintain your software program updated 
  • Proof your content material for errors and damaged hyperlinks earlier than hitting ship

Additional Studying: Decide-In Electronic mail Advertising: What’s It and Tips on how to Do It the Proper Manner (with 7 Examples)

Wrap up 

In case you’ve been in search of one thing to nudge you in the correct electronic mail advertising and marketing path, we hope this text has finished the trick. 

By staying on prime of finest practices like those we shared at the moment, we all know you’ll create automated and focused electronic mail campaigns that not solely convert — however that additionally nurture long-term buyer relationships.

For a fast refresher, right here’s a recap of the seven ideas we shared at the moment:

  • 1. Don’t neglect about knowledge safety 
  • 2. Study the nuts and bolts of electronic mail advertising and marketing automation 
  • 3. Plan your campaigns and automations effectively upfront
  • 4. Phase your audiences 
  • 5. Plan each marketing campaign with a deal with worth 
  • 6. Personalize your campaigns by viewers section
  • 7. Observe good electronic mail hygiene 

And that’s it for at the moment! 

Did you want this text? Craving extra electronic mail advertising and marketing ideas? Head over to our enterprise and advertising and marketing weblog for extra tasty advertising and marketing morsels like these.

Hero Photograph by insung yoon on Unsplash

Creator Bio

Shane Barker is a digital advertising and marketing advisor who focuses on influencer advertising and marketing, content material advertising and marketing, and website positioning. He’s additionally the co-founder and CEO of Content material Options, a digital advertising and marketing company. He has consulted with Fortune 500 firms, influencers with digital merchandise, and numerous A-Record celebrities.