Ezines

Drive Conversions: Automate Your Email Campaigns

Liz Kistner - Monday, October 27, 2014

How do you send out your in-house email addresses:  manually, sporadically, or not at all?  Get out of the dark ages:  automate your campaigns to drive conversions.

Why automation?  Automation allows your university to nurture leads, boost engagement and loyalty, and increase enrollment growth by delivering personalized emails that have relevant messaging triggered by prospect and student behaviors.  Get the most out of your marketing resources by saving valuable time and effort with automation technology.  Sophisticated marketing automation programs will allow you to send emails quickly and free up your time for other projects.  5 reasons to automate:

  1. Bridge email campaigns and conversions through landing page optimization and opt in forms to maximize your campaign results.  Engage in messaging that drives them to the specific page for which the offer was intended.  Grab their attention quickly with call-to action buttons designed for engagement and continued conversation.

  2. When do your prospects open and read emails?  Deliver your message at the perfect time with send time optimization.  Automation analyzes each prospect’s behavior to understand when that person is most likely to open email.  Messages are then delivered across any time zone at the precise time for each recipient that he or she is most likely to read your message.

  3. Poor deliverability equals lost revenue opportunity.  An automation platform will help you implement authentication methods using standards that have been adopted by virtually every major Internet service provider to help increase deliverability and avoid having your messages labeled as spam.  Automation allows you to monitor deliverability and use metrics that call attention to problematic mailings that you can investigate and resolve quickly.

  4. Testing is critical.  A/B testing allows you to understand which message and content resonates most strongly with your prospects. Examples of content type that you can test include different subject lines, placement of social network links in your messages (top, middle or bottom), age, job function, education level, and message frequency as well as the actual HTML creative.

  5. Rich analytical reports allow you to understand trends over time, and give you the ability to drill down through your data analyzing more than your open rate.  These reports help you uncover underlying drivers to response rates.  Report types include lead scoring, dynamic content, visual click-through reports, reply reports, list values, and standard metrics reports.  These reports can be distributed to other people and the data exported to various formats.

Think like your prospects:  inundated with incoming email messages?  How do you sort through all the messages you receive and decide which ones to read, scan or delete?  With budget constraints schools must use every tool available to engage prospects, prospects that are already in your funnel.  Automation is a technology tool used to understand right time, right message, and right prospect to drive conversions.