One of the more current developments on the email marketing front is the use of auto responders, or automated emails, that happen in a set sequence after a user's email address is captured. Typically the end goal of an auto responder email series is converting that user to a purchaser or customer. In this section, we'll introduce you to what an auto responder is, how to use them, the pros and cons, and some basic best practices for auto responder. Auto responders offer unique benefits in that they can produce results with a limited amount of effort on your part after the initial build out of the program. However, auto responders also present some challenges and best practices that should be considered when determining the role of an auto responder in your email marketing mix.
Constant Contacts is an email marketing service, created to strengthen email marketing practices of small businesses, associations, nonprofits organizations, etc. It offers WYSIWYG editor to create an email campaign, secure contacts list management, social stats reporting tools, images/texts import feature, real-time tracking of your email campaign, etc.
I think this email also makes quite a brilliant use of responsive design. The colors are bright, and it's not too hard to scroll and click -- notice the CTAs are large enough for me to hit with my thumbs. Also, the mobile email actually has features that make sense for recipients who are on their mobile device. Check out the CTA at the bottom of the email, for example: The "Open Stitcher Radio" button prompts the app to open on your phone.
To do this, you need to have a web analytics tool (like Google Analytics) installed on your site. If you do, and you’ve enabled our Google Analytics integration, then you’ll be able to see details of any visits to your website from your email campaigns, including how long they spent on your site, what pages they visited, what campaigns they’re coming from and more.
Pardot is a marketing automation and lead management platform created by Salesforce for B2B companies. Cloud-hosted and accessible on desktop and mobile devices, this software combines the power of multiple features in one interface. Among the tools included in Pardot are for email marketing, lead nurturing, and sales intelligence. To start incorporating Pardot in your business operations, you may choose from their three annual payment plans that cost from $1000 to $3000 per month.
For subscriptions, the platform is available in four monthly plans that are priced according to the number of features you will be needing for your operations. For small businesses and startups, you may opt for their Free Plan, their Starter package that costs $50. For larger businesses, check out their Basic plan, Pro Plan, and Enterprise plan priced at $200, $800, and $2400 respectively. However, these have required onboarding fees that range from $600 to $5000.
BuzzFeed – The popular news and entertainment website earns revenue by selling advertisements on their site, so the key objective of their marketing team is to drive more traffic. With that in mind, BuzzFeed sends regular email newsletters containing links to stories on their website with the goal of increasing the number of visits they get each month and increasing the amount of revenue they generate.
Use personalization. Personalizing the content of your emails (depending on your segment from Chapter 3) will make it so much more relevant and valuable to them. Personalization goes beyond sticking your subscriber’s first name into the email. You need to tailor the actual content of the email to address their needs. For instance, an online retailer will find it much more valuable to read an email with the subject line, “How to build backlinks to your eCommerce store” than just a generic subject line, “How to build backlinks.”