Automated emails are among the basics of a successful email marketing campaign. Not only do they improve open- and click-through rates, they play a crucial role in building a long-lasting relationship with subscribers. Email autoresponders offer businesses several competitive benefits, but most importantly, they make it easier for readers to know, like, and trust your brand.
Creating familiarity and trustworthiness in your brand is the single most effective tool available for boosting open and click-through rates. People consistently open emails from brands they know, like, and trust.
The goal of automated email marketing is to get subscribers to open your emails and perform the action you require of them. As a habit. To do this, companies must position themselves as sufficiently credible and trustworthy in a demanding consumer environment, and an email autoresponder sequence can help you achieve this by familiarizing yourself with new subscribers and telling them what to expect.
Consisting of a series of emails, autoresponder sequences go out automatically to those who subscribe to receive your emails. In most cases, new subscribers get them, but companies can customize them for existing readers, product specials, or marketing promotions. An email autoresponder sequence will allow you to decide on your email’s content, times for automatic sending, and who will receive them.
Automated emails are not a quick or easy endeavor, however. It will likely take days, possibly weeks, to create a sequence that effectively achieves your marketing outcomes. Once set up, though, you can turn your tribe of subscribers into loyal readers opening your every email and anticipating the next. If you put in the effort to develop an optimized sequence, you will reap the rewards well into the future.
When someone receives an email, there are typically two reasons he or she will open it. People read emails from those they know, and those whose messages provide value to them. They also open emails with subject lines that entice them to find out more. Intelligent subject lines are imperative, but subscribers who open emails just because it is from you guarantee the highest open and click rates.
To reach this level of trust and loyalty with subscribers, you must build lasting relationships with them. Email autoresponders allow you to do that, even when out of the office. Receiving a warm welcome after signing up for your emails, learning what type of content to expect from you in the future, and knowing how often emails will arrive in their inboxes are some ways that automatic emails build trust.
Building relationships with email subscribers can be overwhelming for cash- and time-strapped companies. However, having people open your emails just because it comes from you is worth the effort, and once set up, email autoresponders do the work for you for years to come. Many businesses and their employees think the prospect of dealing with online relationships scary and time intensive.
It is important to clarify the nature of an email subscriber relationship, as readers are not best friends and do not require that sort of intensive investment. Everyone has his or her favorite TV shows, authors, radio hosts, or others they “relate to” and will always watch, read or listen to them. Email autoresponders nurture these types of relationships and encourage long-lasting loyalty from readers.
Another way to get subscribers to open your emails is to make it a habit for them. This sounds harder than it is. You can use autoresponder sequences to create this habit among your readers by implementing a few sound psychological rules. In particular, a psychological process called operant conditioning is especially effective.
Operant conditioning is a learning method. It works by rewarding good behavior and punishing the bad. Operant conditioning is creating an association between a certain behavior and the consequence for it. In English, this means that rewarding a specific behavior makes it more likely for the person to repeat it again. Eventually, rewarded behaviors become habitual ones after much repetition.
In the context of email marketing, habit formation involves frequently repeating three basic steps: First, you would send a stimulating email to trigger the behavior you want. Second, you would encourage the behavior itself, which is to open and read your emails, and third, you would provide a reward for the behavior, such as a laugh, coupon, discount, or other positive and helpful benefit.
In order for operant conditioning to work in the context of email marketing in Holyoke, the reward offered must be sufficiently enticing. By providing valuable content to your subscribers and keeping the promises you make to them, you can instill in them the habit of opening every single one of your emails. Use an intelligent autoresponder sequence to reward your readers, and they will reward you in kind.
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Jason is a jack of all trades as he has experience as a web developer, account manager and marketing coordinator. He graduated from American International College with a Masters of Business Administration in 2012. Jason dabbles in just about everything from designing websites to creating high converting email marketing campaigns. He has experience working with Adobe Creative Suite, Google Analytics and DiVinci Resolve. Outside of work, you can find Jason outdoors, skiing, or hanging out with his German Shepherd.