Why Use Email Marketing Automation?

Email Marketing Is Easy, Cheap, and Gets Crazy Results

When Done Well, Email Marketing Grows Sales - Here’s Why

Email Campaigns are the best marketing tactic for nurturing website visitors into leads and leads into customers. Once a prospect visits your website, your goal should be to grow your contact list by encouraging sign-ups on a landing page. Why? Ninety percent of website visitors are researching your services and are not ready to buy. The Houzz State of the Industry Report estimates that it takes an average of 14 months from the time a potential client chooses to move forward with a major renovation project until they actually sign a contract. Gettin unique visitors from your local market to your website is step one. (Blogging, SEO, Social Media) Step two is ensuring they remember you. (Email Marketing, Social Media) Step three is to convince them that your the firm that has the expertise to make their dreams come true. (Website Portfolio, Marketing Automation)

There are three types of email marketing campaigns including, Email Newsletters, Blog RSS to Email Campaigns and Drip Email Campaigns. Each is useful, but a thoughtful implementation of all of them can grow your business faster.  

Email Newsletters - Existing Clients

We've all received traditional email newsletters. This type of campaign is used to inform clients of new service offerings, promote recently completed projects, and provide general information about your firm. They tend to have a lower click-through rate than the two email campaign types listed below.

Blog RSS to Email Campaigns - Top of Funnel Prospects

Sending blog articles automatically each time a new article is published is easy if you use the right technology. We recommend Blog RSS to Email Campaigns to every client we work with because no additional cost or effort is required after designing the template. Emailing blogs is an opportunity to maximize the ROI of your articles and blogs sent by email will keep your firm top-of-mind. Click through, and open rates tend to be higher than newsletters because recipients have opted in to receive your blog articles. When you choose relevant blog topics, and articles are written to advise and educate your audience this type of email will grow the number of visitors to your site. Increasing the number of visitors will help your website rank higher on search engine results pages. If you have to choose one campaign type from this list, a Blog RSS to Email Campaign is the one you should want.

Drip Email Campaigns - Middle To Bottom of Funnel Prospects

Marketing automation emails are a series of emails that are sent out automatically over time. Unlike newsletters or blog campaign emails that are sent once and are only seen by your existing contact list, a drip campaign begins when a website visitor or a trigger is activated. The campaign is always sending prewritten and prescheduled emails to new sign-ups. Typically, Drip email campaigns get sent after a website visitor downloads educational material from a landing page on your site. Examples include a guide to the cost of your services or information on your process. Once the requested document is sent, a series of drip emails present a deeper understanding of the topic of the guide. Because drip email campaigns are targeting an audience that has expressed an interest in specific information they often have the highest click-through rate. Drip emails are an important part of a content marketing marketing and marketing automation process. To learn if drip emails are right for your firm, click here.

MailChimp + Squarespace For Email Marketing

MailChimp is an email service provider that seamlessly integrates with Squarespace websites. You may have heard their advertisements on National Public Radio. MailChimp is a tool that helps companies send email newsletters, blog articles, and drip email campaigns to clients, prospects, and people who have opted in to receive your blogs.

MailChimp enables the sending of broadcast emails, list segmentation, email tracking, autoresponders, template creation, target subscribers, and the system allows us to split test your campaigns. You can create subcategories within your list so that you can more accurately target prospects who are interested in specific product and service offerings.

Squarespace websites have an API that enables forms on your website to seamlessly connect to MailChimp Lists. This means you do not have to use a third party app like Zapier to connect your site to your email service.

MailChimp provides a freemium version of their service for up to 2000 subscribers and 12,000 emails per month. We recommend starting with the smallest paid account available. For existing lists, MailChimp costs $15 per month for up to 1000 contacts and $30 per month for up to 2500 contacts.

The primary reason we use MailChimp is that it's an easy to use email service that is continuously improving by adding new features like adding tags, Facebook and Instagram advertising, and direct mail campaigns. MailChimp allows us to concentrate on writing great email content that nurtures your leads into better more educated clients.

Email marketing works. For every $1 spent on email marketing, the average return on investment is $44.25
— ExactTarget
Email marketing yields an average 4,300% return on investment for businesses in the United States
— Direct Marketing Association