The first message should focus on your credibility: what is your expertise? What can you do for them? Make sure whatever you send adds immediate value; give them a link to a piece of content useful for their role or industry, for example.
Each message should continue to add value while making the case for why they need to leverage your expertise to achieve their business goals. The messages need to get more specific toward their individual requirements and include a call to action.
If you’ve sent a series of messages with no response at all, send a final message that asks them if they’d like to remain on your mailing list. If they answer positively, then they maybe interested but just not ready.
Automation Itself
Ideally, you’ll use your marketing automation to nurture prospects and reinvigorate cold leads. However, customization is key.
Many companies are already using inbound marketing platforms like HubSpot or Marketo. (We’re a HubSpot shop.) Managing your mailing list within the platforms allow you to set up extensive rules and sequences based on potential clients’ various interest levels.
This is a Test
One benefit of email automation systems is the ability to split your lists, allowing you to perform A/B testing on your messages, timing, demographic breakdown and more. Don’t change too much at once, as it will prevent you from effectively analyzing the results.
Remember, though, that like other statistical testing, sample size is key. Groups of 100or more will give you more statistically significant results than two groups of10.
The simplest A/B test should be with your subject line. Test two options and see which one gets the most opens. Make sure you send them both at the same time, as the data may be skewed otherwise. Also, wait enough time between tests. Give recipients a few days to open the messages. Not everyone opens every message according to your calendar.
Once you have a clear winner, look more in-depth at the “open” data. Did more people open the message in the morning? Afternoon? Workday? Weekend? Use that data to determine your customers’ ideal “receiving” time v. your sending time.
Then, test short v. long messages. Change the tone: urgent, formal, relaxed, etc. See if bullets work better than prose.
As for text, if you use AI, make sure you edit it closely. Beyond just “hallucinations,” ensure that the text is not only clear, consistent, and concise, but ensure that it is fully on message and doesn’t introduce challenges you don’t want to have to manage.
You can even test the format of your CTA: graphic, link, or button. Some people prefer simple design; others prefer many images.
Don’t forget to time your messages for optimal results. A message about trade shows will have more resonance in the fall than the months before summer.
Time and Testing
Lessons learned from your A/B testing should build over time. Anything learned during campaigns one-five need to continue to be applied to follow-up campaigns.
Finally, always keep in mind “Results” v. “results.” Email A with subject line Z with five bullet points may get opened five times as much, but nothing comes of it. Meanwhile, email B with subject line Y may have a smaller open rate but generate more marketing or sales qualified leads.