Did you get into bulk communication, learn the basics… and that’s where your journey ended? You may be missing out on the potential efficiency, engagement, sales, and retention benefits that come with high-quality messaging. But that ends with The Growth Journey.

We created this skills-development journey to help guide you on how to develop and maximise your bulk communication skills so you can get the most out of your engagement with leads, clients, and other stakeholders.

It’ll help you learn, step by step, how to create and send the best bulk messages possible – and then how to maximise your communication using personalisation and automation.

Here’s a quick video overview that explains what The Growth Journey is about:

Managing Your Email Data

• Subscription Form Best Practices: The effectiveness of your subscription form can determine if people complete it. Consider, for instance, the language you use and how you manage expectations, how your forms function on your site, the number of fields you use, and if you use a double opt in.
• How to Build Your Email Database: Building a strong database is an ongoing process and there are many ways to do it. In this blog post, for instance, we suggest growing your database using tactics like competitions, your CRM, and social media.
• Maintaining Email Database Hygiene: Your email database degrades by 22.5% each year and the more disengaged contacts you have in your list, the worse your email delivery and the less effective your campaigns will be. Address this by practicing good email list hygiene, like never buying email databases, using double opt ins, and removing email addresses that bounce.
• Why People Unsubscribe from Your List: You have an impactful website, a list of subscribers, and you share regular email content. So, why are you losing subscribers? Research shows that receiving too many emails is the main reason why people unsubscribe. Other reasons include the email looking like spam, the content being irrelevant or not tailored to their preferences, not knowing they were subscribing, and the volume of content not suiting their needs.

Creating Effective Emails

• How to Write Email Copy that Converts: Copy conveys so much information – even underlying value like culture and tone. It’s no wonder it makes such an impact on email effectiveness. It’s valuable to get copywriting tips like how to write your email properties, the inverted pyramid, the importance of sub-headings, engaging copy structures like bulleted list, and the ideal length of a sentence.
• Writing Tips for Calls to Action That Convert: Content is king, but without an effective call to action (CTA), that’s where it ends. Learn how to write high-converting CTAs by using strategies like active language, writing in first person, using the right colour button, and putting the button in the right place.
• Key Elements of Effective Email Design: If you’re not an experienced email designer, it’s good to know the key elements of email design. Some of these include the structure of your email, links, graphics, colours, fonts, and brand identity.
• Email Design Tips to Improve Engagement: Once you’ve mastered some of the basics, you can take your email design up another level by creating emails with visual hierarchy, using email templates, and adding interactive content like countdown timers and rotating banners.

Tracking Message Engagement

• Email Metrics & the Goals They Help You Achieve: Getting the most from your email campaigns isn’t just hit and miss. In fact, tracking metrics like opens, clicks, bounces, and unsubscribes can help you increase email engagement, maintain a quality email list, promote products or services, and generate higher revenue.
• Our Email Marketing Benchmarks Report: Every two years, we do a deep analysis of the billions of emails we send in South Africa. The stats in this report explore the difference between 2020 and the years before; a kind of before-and-after snapshot of what happened to email when the pandemic hit. It was probably the sharpest year-on-year change we’ve ever seen to email marketing, and it could give you insight on what benchmarks to aim for and how your industry may have changed.

As a Message Personaliser, you see the value that personalisation can have in your business, but you may be unsure of where to start or how to make the most of personalisation. With Everlytic, this is where the fun starts.

• Personalisation tags
• List segmentation:
  • Filters
  • Contact tags & interest-based tags
• Dynamic content

• Why & How to Segment Your Email Database to Drive More Sales: Want to send relevant content to your email recipients? Start by learning why and how to segment your email databases using filters and tags.
• How to Improve Your Customer Experience with Contact Tagging: Contact tagging segments your database so you can send relevant communications and improve the customer experience. Here’s how to use them.
• The Step-by-Step Guide to Message Personalisation: Personalisation has become a necessity in marketing and communication, but many brands still aren’t using it effectively. This guide finally simplifies personalisation, so all communication professionals know what it is, know why to use it, and can develop their brands’ personalisation capacity one step at a time.

Communication Automators know what they’re doing in terms of bulk communication, and they’ve dabbled in personalisation enough to see the value in maximising it across the customer lifecycle. Automation helps them do this.

• Workflows
• Autoresponders

• The Marketing Automation Handbook for Optimised Campaigns: Marketing automation is the next level of scaling and optimising your marketing campaigns. Ready to get started? Here’s what you need to know…
• [Infographic] How Automated Communication Workflows Work: An automated communication workflow is a communication journey with intelligent conditions, data filters, and actions. Here’s an infographic of the basics.
• 7 Ways to Use Marketing Automation Workflows: Workflows enable you to create personalised, automated email and SMS journeys based on customer data. How? Here are some examples.
• Guide to Automating Your Communication: Automating your communication gives you the power to have engaging, relevant conversations with people when they expect it. Get the guide that shows you how.

Which level are you at? Use the Growth Journey to optimise wherever you are and build on that, so you can add the highest value and get the most revenue from your communication.