How do you use email marketing automation to establish authority?

Email automation lets you consistently deliver valuable content (tips, articles) to your audience. Over time, they'll see you as a reliable source of information, building trust and establishing you as an authority in your field.

Providing value is an alien concept to many sell-side marketers. We all preach that content is key, but it's what you do with that content that really matters. For example, we might run a webinar - but when viewing on-demand, who really wants to watch a 45+ minute session within a busy workday? Stripping out the key points of commentary and Q&A into easily digestible chunks is far more valuable to our audience and in return, gets far more engagement. So don't just think about providing relevant content - think about how it's consumed and consider the 'time vs. return on time investment' of the content you publish.

Think in terms of value per second. It takes time to watch a video or read. So you can use automation to let people consume on their own time and at their own pace. For example. We built a 7-part email course for a client. 1 email everyday for 7 days. However - in every PS message we let people have a way to trigger the next days email. And what we saw was roughly 10% of of people triggered everything in day one. 60ish% of people let it run it's course. And 30% of people triggered a few and let the rest run their course. Let people consume the content how and when they can/want. Helps establish credibility and authority because you're legitimately helping them.

Establishing email authority means building trust and credibility. Here's how: Segment Your Audience: Send relevant content to the right group. Share Valuable Content: Create helpful material. Consistent Communication: Send regular, value-driven messages. Personalization: Use names and tailored topics. Engage with Your Audience: Make it a 2-way conversation. Educate and Inform: Share your knowledge and expertise generously without any expectations. Success Stories: Highlight success stories. Use Social Proof: If you have testimonials or reviews from satisfied customers, use them. Measure and Adapt: Check email analytics and refine your approach. Remember, it takes time to build trust and expertise.

Businesses think email marketing is a revenue generator. That's why they only send promo emails. When they keep doing it, readers avoid their email. Finally they end up in spam folder. And the rant starts... Email marketing doesn't work. True! Email marketing does not work that way. It's like a give and take relationship. Start providing free value and your readers will come to you first when they need to buy something. Rather than sell, sell, sell approach. Keep a value, value, value approach. Use a 3:1 method. Send 3 value bombs, then send send a promo. NOTE: you can soft sell in value bombs too.

Here are a few ways to segment down your big list: 1) Engagement based - 30, 60, 90 and 120 days engaged (people who open and click) 2) Purchase history based segmentation 3) Purchase frequency 4) Purchase value 5) Gender based 6) Location based 7) Device based 8) VIP customers 9) Window shoppers (coming to website not purchasing) 10) Most unengaged customers Hope it helps!

In addition to use the standard segmentation of engaged and uns aged, you should implement RFM segmentation. You need to have a decent size list to see a positive ROI. However, RFM segmentation mode is one of the best way to personalize customer journeys and talk to them with relevant messages.

Imagine your audience as different groups of friends. Segment your email list based on their interests, preferences, and behaviors. Tailor your content to each group's unique needs and challenges, making it feel like a personalized conversation. Share insights and tips that directly resonate with each segment, showcasing your understanding of their specific concerns. This thoughtful segmentation ensures your emails are not one-size-fits-all but rather tailored to build a genuine connection and authority within each subgroup.

Il est essential de segmenter et d'avoir les listes suivantes pour commencer à maximiser sa rentabilité et ne pas nuire à sa base de données : - Engagement 30, 60, 90, 120 jours - Clients VIP - Par genre - Fréquence d'achat - Selon la localisation - Selon l'historique d'achat - Selon la valeur moyenne d'achat - personne n'ayant pas acheté depuis 180 jours - personne n'ayant pas acheté, ouvert, cliqué sur un email depuis 180 et 360 jours

Segmentation is crucial in email marketing automation because it allows you to target your audience more effectively. By dividing your email list based on interests, behaviors, needs, and preferences, you can tailor your messages to specific groups. This personalized approach increases the relevance of your emails, making them more likely to resonate with recipients and drive engagement. Additionally, segmentation enables you to send targeted offers and content, which can lead to higher conversion rates and improved customer satisfaction. Overall, segmentation helps you establish authority by demonstrating that you understand your audience and can deliver valuable, tailored content to meet their needs.

Tips to Make Your Email Messaging Hyper-Personalized: ? Use dynamic content feature ? Leverage purchase history ? Leverage browsing history ? Use personalization tags ? Use gender, location data Sending right message at the right time, to -- the right audience is the key to personalization.

Personalizing your messages can significantly boost engagement. Here’s how to do it: Use the Recipient’s Name: Start with a personalized greeting, addressing the recipient by their first name. Tailor Content to Interests: Reference specific products, services, or topics the recipient has shown interest in, either through browsing behavior or past purchases. Send Relevant Offers: Base promotions or recommendations on the recipient's purchase history or location. Behavioral Triggers: Automate emails based on actions like sign-ups, cart abandonment, or content downloads. Dynamic Content: Use dynamic fields to insert personalized details like local store information, product recommendations, or event invitations.

Dynamic content lets you customize emails inline based on subscriber data and attributes to boost relevance. Using and understanding Liquid can make every email you send personalized to the individual who's reading it even if you are sending to everyone on your list. Liquid is a simple language that ConvertKit, Bento, and Customer.io use.

Think of personalizing messages like addressing a friend. Use the recipient's name to make it feel individualized. Reference their past interactions or preferences, showing you remember and value them. Tailor the content based on their interests or behaviors, providing information that directly relates to what matters to them. This personal touch transforms your messages from generic to meaningful, making your audience feel seen and appreciated.

Il est essential de personnaliser le plus possible les emails pour que le consommateur se sente unique. Il faut inclure des variables dynamiques comme : - prénom - nom - pays - nom du produit - prix du produit

You can use a lot of automated triggers to send one off nurture emails. For an ecom brand we worked with, we set up an automation the triggered when someone visited the CEOs about page. It was a personalized message from the CEO and ended with a question that invited direct engagement with the CEO. And that email went bonkers and our subscribers loved it. And loved the CEO. That email was one of the highest revenue-producing emails we had.

Map your customers journey and create communications that speak to their pain points and desires in that particular moment. Be there for your customer to ease their concerns, and share in their excitement - this will help foster customer loyalty

Le plus important c'est de ne pas avoir des messages trop génériques. Il faut que sache message soit le plus proche de sa cible. Pour cela il est important de faire des sondages fréquemment, afin de comprendre son audience. Par la suite on peut les segmenter selon différents groupes et utiliser de l'automatisation intelligente et ciblée.

Nurture relationships with personalized automated emails. For instance, send welcome emails introducing yourself and offering valuable resources. Follow up with tailored content based on subscriber interests and behaviors. By consistently providing value and support, you establish authority and trust, leading to long-term engagement and loyalty.

The KLT (know, like, trust) factor crucial, especially in today’s world where everyone is trying to sell you something. It’s not enough to only send “valuable” emails. You must also make them entertaining. You can make it entertaining by telling stories and injecting humor into your emails. It doesn’t have to be over the top. Just a slight touch of humor will do. If you want to speed up building this KLT factor, send daily emails.

Showcasing your results is indeed a powerful way to establish authority. When you share your achievements, you're not just telling people you're good at what you do—you're showing them concrete evidence. I like to incorporate visual elements like infographics or short videos that highlight key metrics and success stories. These can be more engaging than text alone and can quickly convey your impact. Don't hesitate to celebrate milestones with your subscribers. Whether it's a significant client success, an award, or a feature in a major publication, sharing these moments makes your audience feel connected to your journey. And don't worry about sounding braggy—be your own biggest fan. If you don't trust in you, why would others?

Here are some additional tips for showcasing your results in email marketing: Be specific. When sharing your results, be as specific as possible. This means providing numbers, metrics, and examples. For example, instead of saying "Our new product has been a success," say "Our new product has generated over $1 million in revenue in the past year." Be honest and transparent. Don't try to exaggerate your results or make false claims. This will only damage your credibility. Be consistent. Share your results on a regular basis. This could be monthly, quarterly, or annually. This will help to show potential customers that you are consistently delivering results.

Showcase results by sharing quick case studies, customer testimonials, before-and-after visuals, and key metrics. Highlight user-generated content to build trust and demonstrate your impact effectively.

Start by crafting engaging case studies that highlight how your solutions have positively impacted your clients. Incorporate tangible results like increased sales, improved engagement rates, or enhanced customer satisfaction scores. Share these success stories via email newsletters or dedicated campaigns to show your audience what you're capable of achieving. Remember, authenticity is key; don't be afraid to ask satisfied customers for testimonials or reviews to further validate your expertise and build trust.

Here are some additional tips for inviting action in your email marketing campaigns: Use strong action verbs. When writing your calls to action, use strong action verbs that tell your subscribers exactly what you want them to do. For example, instead of saying "Learn more," say "Click here to sign up for a free trial!" Use persuasive language. For example, you could highlight the benefits of taking action, or you could use social proof to show them that other people have taken action and had success. Make it easy to take action. Make sure that it is easy for your subscribers to take action. This means including links to your landing pages or forms in your emails.

To drive action, personalize your calls to action, aligning them with subscriber needs. Use automation to send targeted messages that resonate with their interests. Incorporate urgency and scarcity to instill a sense of importance. By guiding subscribers towards specific actions, you demonstrate confidence in your solutions and empower them to achieve their goals effectively.

Storytelling on Email Stories are a powerful way to engage your readers and make your emails more memorable. When writing emails, try to focus on telling a story that is relevant to your audience Some Key Tips - Start with a strong hook - The first few sentences of your email should grab your reader's attention and make them want to learn more - Question or personal Anecdote. Keep your story concise - People are busy, so you need to get to the point quickly. Aim for a story that is one or two paragraphs long. Make your story relevant - Your story should be relevant to your audience and to the purpose of your email. End with a call to action - Tell your reader what you want them to do next like Visiting a Website or doing a purchase.

Consider an “always-on” or evergreen nurture campaign where subscribers receive ongoing value independent of conversions. This establishes long-term goodwill and authority that persists regardless of sales cycles.

automate emails for every key lifecycle event: ? new subscriber = welcome sequence ? ordered product = post purchase sequence ? abandoned cart = abandoned cart sequence ? onboarding sequence ? referral sequence ? fulfillment sequence Trigger based sequences a) cart abandonment sequence: series of 2-3 emails with clarifying prospects’ doubts and gaining their trust b) post purchase sequence: series of 4-5 emails guiding them how to use the product and asking for reviews c) custom trigger sequences

Follow these steps and avoid common mistakes: Step 1: Create Valuable Content ? Develop an automated email series to educate subscribers. ? Share industry news and tips to show expertise. ? Provide how-to guides and best practices. Step 2: Segment and Personalize ? Use automation to send targeted content based on interests. ? Personalize emails with names and purchase history. Step 3: Nurture and Engage ? Set up nurture campaigns to guide leads. ? Send the right content at the right time. Follow these strategies to build trust and position yourself as an expert.