6 ways to humanize your automated email marketing campaign
Marketing automation makes it easier for marketers to engage and nurture their leads. It also saves a lot of time for businesses, which in turn saves a lot of money. When time-consuming tasks like email marketing are automated, it frees up time for business owners and employees to focus on more important things like running the business.
According to the latest studies, marketing automation can increase sales productivity by 14.5% and lower marketing overhead charges by 12.2 percent. This remains true even for email marketing.
Automation is remarkable, to say the least.
But that’s not to say that it is perfect. If not done right, your efforts can come off as stale and cold. Nothing puts off a lead more than getting emails from a bot.
It doesn’t have to be that way. You can reap the benefits of automated email marketing and still give that warm human touch to all your messages.
Here are 6 actionable tips for you to humanize your automated email marketing.
Put a Real Name in the Sender Space
When a subscriber sees a real person’s name in the sender space, it builds trust and credibility. Strictly avoid using Noreply for a name. You can check out examples cited by Social Media Examiner.
It makes you relatable to your audience and makes them feel that the founder of the Company has personally emailed them.
Write like a Personal Email
Your automated email should read like it has been written by an individual, specifically meant for the subscriber. Therefore the language you use should be something the subscriber can easily relate to.
Automated emails are often written in a salesy or formal tone which is why it doesn’t appeal to the readers. It’s an ineffective sales pitch and will not yield any result. To make your automated emails look like a manually written email, you should draft it like a conversation and ditch the “buy our product” approach.
Add Context to Your Email
A lot of marketers make this mistake. Without a context, your emails will come off as vague and will fail to capture the prospect’s interest. Obviously, no one will take action on an email that has no clear purpose.
Make it a point to create relevance in your automated email communications and follow it up on the same initial thread. Briefly recapitulating on the previous interaction will help the subscriber to remember.
Follow up with Suitable Emails
It is never a pleasant experience for subscribers to get multiple salesy emails from different employees at the same Company. Take, for instance, getting repeated reminder emails to pay your phone bills. It would be annoying, to say the least.
Repeated reminder emails should also avoid unnecessary company introduction for obvious reasons. Instead, it is a good practice to talk about the last email communication to help the recipient connect the dots.
Time Your Automated Emails Well
Very often, email marketers think automation means “set it and forget it.” This will overwhelm subscribers by sending too many emails within a short period of time. This practice will push recipients to mark your emails as spam or worse, unsubscribe.
A good practice is to go back to the emails and fine-tune your messages every now and then so that it stays fresh and relevant. Sending emails at appropriate time intervals will also feel like a real person sent them.
Employ Human Intervention Whenever Appropriate
Let’s face it; no amount of automation will be able to replace the human touch. Bots may have made things are a lot easier for marketers, but it is essential to allow for human intervention every now and then. This will lead to more productive communication and an effective email marketing campaign. Some things cannot be conveyed efficiently through automated emails.
Marketing automation is one of the greatest gifts of technology for email marketers. It has helped businesses to increase exposure and generate more leads. However, it can fall flat if you cannot make your messages feel human.
Create a better email experience for your subscribers by giving that human touch to your automated email marketing campaign. Avoid generic emails focused in a broader audience and switch to humanized automation through personalized messages to provide value.
Written by: Clara Beck
Clara Beck is a Business Manager at Thomson Data which is known as the world’s best B2B data solution provider with its high-quality email lists including SAP customers list, Salesforce customers list and many more technologies. She’s best known for writing about small businesses, entrepreneurship, and technological innovations. Connect with Clara on LinkedIn.