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In today’s episode, Nick is joined by Brian from Seguno. Learn how to improve your email marketing strategies, including doubling or tripling email returns, effective segmentation, and avoiding spam filters. They also discuss the importance of maintaining proper send rates and leveraging Shopify's features for automation and customer engagement.
What Is AI Good & Bad At Right Now?
AI is useful for data analysis, yet it lacks the ability to authentically capture a brand's voice or effectively write copy. Email automation delivers personalised content to customers at the right time, significantly enhancing engagement and conversion rates. This can achieve conversion rates two to three times higher than traditional promotional emails.
The Amazing Things You Can Do With Email Automation
It is key to use email automation in Shopify to deliver targeted content based on customer interactions. Unlike generic email blasts, automation allows businesses to send personalised messages at the right time, such as welcome messages, post-purchase follow-ups, or reminders for abandoned carts. This tailored approach ensures that the content is relevant to the customer’s interests and actions, enhancing engagement and conversion rates.
How To Segment Your Customers With Machine Learning
Email automation in Shopify can effectively target customers through specific triggers like abandoned cart reminders, welcome messages, or win-back campaigns. Businesses can automate responses based on customer actions and preferences, such as items viewed or purchase history. This approach ensures that the content delivered is relevant, enhancing engagement and conversion rates. Keeping automation simple and focusing on key segments, like new customers or VIPs, can prevent complexity and ensure more effective communication.
Bulk Sending: Avoiding The Junk Folder
Google and Microsoft have introduced new guidelines for bulk email senders, impacting those who send to more than 5,000 addresses. These guidelines require adherence to best practices to avoid having emails marked as spam or sent to junk folders. For senders who haven't followed these practices, this change could lead to a significant decrease in deliverability. It's crucial for businesses to monitor their sender reputation and make necessary adjustments, such as focusing on engaging content and proper segmentation, to maintain a positive relationship with email providers and ensure their messages reach the intended inboxes.
How to Use Gmail's Throttling for Business Email
Gmail uses a technique called throttling to manage the volume of emails sent from new domains or during high-traffic periods. This process involves sending emails in smaller batches over a period, rather than all at once, to avoid being flagged as spam. Throttling is essential for maintaining a good sender reputation, as sudden spikes in email volume can trigger Gmail's spam filters, resulting in delayed or rejected emails. For businesses, especially during peak seasons like Black Friday, it's crucial to warm up their domains gradually and monitor engagement metrics to ensure consistent delivery and avoid negative impacts on their email campaigns.
How to Plan for Black Friday & Cyber Monday
To prepare for Black Friday and Cyber Monday, businesses should start early by mapping out strategies and coordinating with providers. It's crucial to plan marketing campaigns, including PPC, SEO, and email strategies well in advance. For example, establishing a year-round presence with keywords like "Black Friday" can improve SEO ranking and customer anticipation. During peak seasons, avoid relying solely on discounts; consider exclusive offers for loyal customers to maintain brand value. It's also essential to ensure all technical aspects, such as website performance and checkout processes, are optimised for increased traffic. By setting clear plans and starting preparations early, businesses can maximise their success during these major shopping events.
Check out the full Shopify email automation podcast here.