Communicating with email from your website is easy, but to be effective you have to pay attention to details and be consistent. Here are five ways to use email and be more effective.
Manage Your Lists
Managing is as much about removing and cleaning as it is about adding. In Contensive, you send email to people, so keep your people table clean.
- You need a signup form. This can be a big topic, but at least have a way for visitors to add themselves to lists.
- You need a way for them to remove themselves for individual lists and/or all the lists.
- Install and use the dedup tool periodically.
- If your lists are for membership, provide an easy way and incentive for users to login and update their information (like their email address.)
- If your lists are prospects, you need a system to expire them if they do not move down your marketing funnel.
Use newsletters to encourage user loyalty, and as a tool to bring them back to the site.
A newsletter in Contensive is a short list of stories published from a page on your site. You can periodically publish new issues. For instance, you may have one called industry news where each month you publish a new issue that contains several stories about the industry.
From the newsletter you can create a Group Email and send it to any group(s) on your site. The email matches the front page of your newsletter and is linked back to each of the newsletter stories.
You can track who read the email, who clicked back to the website newsletter and which stories they read.
If you are nurturing a prospect lists, send the newsletter to your prospects. On the newsletter story page, add Call To Action (CTA) links that takes them to sign up pages. I suggest multiple CTAs, one for each stage of your nurturing program. One for the top-of-funnel visitors who just want more information, one for a sign up, etc.
Drip Email Campaigns (Conditional Email)
Conditional emails let you create a campaign of emails that send themselves at a designated time after a user joins a group, or before them expire from a group. They can be used to nurture prospects, get feedback, etc.
As an example of how to nurture prospects, you might setup a group called "Prospects, new users". Setup other lead generation process to feed into this list. Now go to conditional email and create a "Welcome to..." email. Set it up to send 0 days after joining the group. As soon as they are added to the group, they get this email automatically.
If you have a price-point lowing strategy, setup the first email with $100 offer and when they click, the landing page should remove them from the group (they took the bait). Then a week later have the system send the same list a $70 offer.
Conditional email sends when the user meets the criteria, not all at once.
Email Drops (Group Email)
Group Email is a way to send a single email to everyone in a list. It can include links back to the site that will automatically log the user in as the user account that the email was sent to.
Use Group Email to communicate with a group, to kickoff a campaign, to send an offer to previously. The distinction between Group and Conditional is a Group email sends when you click send (or when the send date is reached) and they all go at once.
Notifications of Site Activity (System Email)
System Emails send when an outside activity sends them, like someone hitting a page or filling out a form. You might create a thank you email and assign it to your sign up form. Or create a notification that comes back to you and tells you someone registered and you need to call them.
Keep Your Emails Simple
There are many tools used to read emails, and there is no standard. Emails are difficult to design so they look correct to everyone. The best plan is make them short and give them links back to the longer content on your site.