Whether you have a hundred subscribers or a hundred thousand, you can benefit from streamlining and automating your marketing campaigns. Marketing automation allows you to streamline your email and SMS marketing processes. Everlytic allows you to automate your marketing campaigns, from when your subscribers first sign up for your newsletter, through your entire relationship with them. Automation lightens the workload on your marketing team by allowing them to set up default reply emails (e.g. for new subscribers and unsubscribers), drip-campaigns, and automated messages (e.g birthday messages). In this guide, we will go through all the aspects of marketing automation available to you in Everlytic.
How you manage your subscribers can have a large impact on your automation efforts.
Targeting allows you to send email and SMSes to groups of subscribers based on their specific needs or interests. This is helpful when it comes to automation, because it allows you to target customers based on their interaction with your brand.
For example, you can create a filter for contacts who have not opened an email from you in the past thirty days. Then, you can create a reactivation email for Everlytic to send to any customers who haven’t opened an email, or clicked a link within an email, for thirty days. Because Everlytic automatically monitors contact activity for contact rating and scoring, we always know how long it has been since a specific subscriber has interacted with your messages. As soon as a contact ages past the thirty days in this example, we would automatically send them the reactivation email.
From the moment a contact subscribes to your mailing list, you can start gathering data on them. Where they are located, what their interests are, whether or not they are interested in buying your products. You can use this information to better understand your contacts, and create content which caters to their interests. If your subscribers feel like you value them, they are more likely to open your emails, and click on your Calls-To-Action (CTAs).
List segmentation is where you use this information about your contacts, together with filters, and segment your contacts into distinct groups so that you can send them targeted emails. When you create your subscription forms, you can include options for your subscribers to choose which lists they want to be subscribed to.
Once your segments are set up, you can choose the segments you want to send the message to during message composition and it will only go to recipients in that segment of your list. This means that you only need to have a single list of recipients, and segmentation allows you to automatically make sure the right people get the right email, at the right time.
Learn all about list segmentation: http://help.everlytic.com/resources/guide-books/guide-to-email-list-segmentation/
Basic list properties allow for some simple notification automation. When a subscriber joins or leaves your list, Everlytic can automatically send notification emails to you or your list administrator. The system will also send a confirmation email to your subscriber to confirm their subscription status.
Your subscriber is the most important link in the chain when it comes to your email and SMS marketing efforts. As such, Everlytic has developed a suite of subscriber tools that will help you get the most out of your relationship with your contacts.
Personalisation gives your email a personal touch by allowing you to replace a generic term, such as ‘Dear Sir’, with a recipient’s name or other personal details. You need to get these details from your subscribers, however, and you need to use them carefully and in the right place at the right time.
When gathering your contact’s details, you’re asking them to give you information about themselves. Not just contact details, but personal information on their tastes and experiences. You can’t ask a new subscriber to tell you everything about them, they simply don’t trust you enough yet. Start slow, ask for basic details in your subscription form, and provide opportunities for your subscriber to fill in their profile more and more as they build a relationship with your organisation.
When you start using personalisation in your emails and SMSes, you can use any of the personal details you’ve collected from your contacts. Try and go beyond the obvious options, like using contact names.
With Everlytic, you can use personal data and filters to send emails based on geographical location or birth date. All you need to do is insert the personalisation variable into the text field or message body where you want the personal information to appear, and our system will pull each contact’s corresponding data and substitute it for the appropriate variable.
Behavioural data can give you valuable insight into your subscriber’s interests and needs. Use reports from campaigns to see the behavioural data of your subscribers, and use it to customize your marketing to cater to their needs.
Our guide to Increasing ROI with Engagement Reporting will give you a deeper understanding of how behavioural data can help you improve your relationship with your subscribers.
Your marketing team can create custom fields to help collect subscriber details and personalise your campaigns based on subscriber needs and preferences.
Everlytic automatically tracks every subscriber interaction with your emails, subscription forms, and various other contact points. All of that information is stored and collated into contact reports and insights. Your marketing team can dig into that data and use it to improve your future marketing efforts.
Each contact’s score improves with positive actions (e.g. reads, clicks, and forwards), and decreases with negative actions (e.g. bounces, complaints, and unread mails). Each positive action is assigned a point value relating to how ‘good’ that action is. A forward, for example, is worth a lot more than a read. Everlytic calculates all of this for you, scoring and aging actions automatically and giving you a single contact rating.
Once Everlytic has calculated your contact’s score, it uses that score to assign a star-rating to that contact. More engaged contacts taking more positive actions would have a higher rating, while contacts who are less interested, and take less positive actions would have a lower rating.
Your marketing team can create filters based on contact ratings, which allows them to send incentive messages to your most engaged subscribers, or re-engagement messages to those who don’t interact with you often.
You can integrate your Everlytic account with social media accounts, online CRM programs, or in-house CRM programs. Everlytic has automated integrations built into the system, so your marketing team can quickly and easily connect to services such as Salesforce and Shopify with a few clicks.
Furthermore, our in-house development team can write custom integrations to match your CRM, CMS, or ERP system.
Integrating your CRM allows your marketers to automatically manage your subscribers directly from Everlytic, sync their data and allow internal events (e.g. lead storage) to trigger automatically.
With Everlytic’s subscription form tools, you can automate a lot of the work involved in managing subscription forms and subscriber lists.
During subscription form creation, you tell Everlytic which list to add new subscribers to, as well as setting up redirect URLs we can send your new subscriber to if you’d like to thank them, or ask them to log into a customer portal to fill in more details about themselves. You can also set up a confirmation email to go to the new subscriber automatically, requesting that they confirm their subscription (this is good practice, and ensures that people aren’t signed up for mailing lists against their wishes).
Finally, we recommend you set up an onboarding drip campaign (more on these later in this guide) that will introduce your new subscriber to your company/brand.
Composing and sending email and SMS messages can be a time-consuming process, Everlytic takes as much of the dirty work off your marketing team’s hands with testing, campaigns, scheduling, and other neat tricks.
Everlytic has built in testing tools for you to make sure your messages will perform as well as possible before you send them. You can test Recipient preferences with A/B Split testing, spam red flags with our spam tests, and you can send sample emails to see what your newsletter will look like on multiple platforms and email clients.
Let’s look at each testing avenue in more detail.
An A/B split test uses two emails to collect statistics about customer behaviour. This allows you to test small changes to your email designs to see which versions are more effective. A/B split testing is perfect for finding out which marketing mailer works best, by creating almost identical emails. These emails are split-sent to your customer list randomly.
While creating your split test, you choose which portion of your list to send your test emails to. The system allows a three-way split. The purpose of this split is to test the email on a subsection of your subscribers, and then send the winning message to the remainder of the list.
By default, the system will automatically send the winning email to the section of the list which wasn’t included in the test.
Everlytic’s built in spam testing tool will automatically test your email message against many different spam standards and email platforms to catch any potential problems which may have crept in while you were drafting the message. You want to avoid being marked as spam at all costs, and this will help you spot any potential red-flags before they cause serious harm to your sender reputation.
To access the spam test, click Test>Spam Test during email composition.
There is a huge number of email clients, and many different devices and platforms to view emails on. You could spend years trying to design a single email to look great in every possible circumstance. Everlytic takes a lot of the grind off your hands with our automated compatibility testing.
Our compatibility test will automatically check how your email will render in many different email clients. The test will also highlight any elements of your email which will not render correctly in any given email client. You can check how your email will render by clicking the name of the client on the left. Any conflicting elements will show in red on the right.
Email creation can be a time-consuming and demanding task, with a lot of duplication and opportunity to automate. We’ve taken a hard look at the entire process, and automated as many tasks as we can.
You can import from two sources:
Email timing is another area where we have included some automation options.
An email campaign is a set of email marketing messages designed to direct or inform customers on products, services, subscription forms, downloads, websites, or anything beneficial. You can use Everlytic to run advanced email campaigns. While we offer a variety of campaigns, the ones with the highest automation potential are drip campaigns, and triggers and autoresponders.
Drip campaigns allow you to set up pre-written messages that Everlytic will send to contacts over time. These messages are sent when a contact subscribes to a list or a date related event occurs.
Drip marketing is different from other database marketing in two ways:
Drip campaigns are automated. After you have composed the messages and set up the drip triggers and timing, you can leave the campaign to run automatically. The Drip Campaigns listing helps you to manage your drip campaigns. You can view basic statistics, access detailed reports, and create a new campaign from this page.
You can use triggers to create automatic actions based on a message that you've sent to your subscribers. For example, if you have an RSVP link in your mailer, you can create a trigger to automatically send a confirmation mail to everyone who clicks the link.
Autoresponders work in conjunction with triggers. You need to pre-create the auto response emails and link them to triggers. For example, you can send automated welcome mails to new subscribers, or confirmation mails when subscribers click on an RSVP link in a previous mail.
A Standard campaign is perfect for email marketing. You can use standard campaigns to group multiple email messages into a series. These can be sent as needed, and a report generated to show the effectiveness of the campaign.
Transactional emails are once-off, often private emails sent to one or more recipients. Unlike regular emails, these are sent through our server with the purpose of ensuring the contents are secure while still generating a basic report.
Transactional emails are sent using SMTP or API. These emails often carry sensitive information such as password resets and/or account information, and can also be used in conjunction with Quickbooks to send sensitive account information securely.
Because of the nature of these emails, it is important that they are sent automatically by the system.