When it comes to digital marketing, a customer’s email address is a golden ticket to capturing their attention.
A well-tuned email marketing campaign is one of the best ways to keep customers coming back and supplying them with everything they need to know about your business.
Creating a truly effective and engaging email campaign used to be a full time job in itself. Nowadays, modern automation tools like Constant Contact—an email marketing tool which integrates seamlessly with Nutshell—make it easy to create engaging email marketing campaigns that will keep your business fresh in the minds of your customers.
While email marketing used to be a relatively impersonal process of collecting emails and sending out bulk messages to your entire list, modern automation tools have created a far more customer-focused landscape where emails can automatically be targeted based on the recipients' personas and behavior.
When properly set up and integrated with your CRM, Constant Contact serves as a dedicated automated assistant capable of sending the right emails to the right users at the right time, maximizing your engagement. But Constant Contact is more than just a platform for managing your email list. Here are a few things you (probably) didn’t know Constant Contact could do:
1. Trigger Emails Based On User Actions
Effective marketing is all about understanding what your customer is looking for and providing it to them as seamlessly as possible.
That’s where Constant Contact’s automated triggers come into play. Within the Constant Contact interface, you can easily trigger a single email or an entire series of messages based on user actions.
Using the Constant Contact API, you can take things even further by integrating Constant Contact features with your existing website.
This means that whenever a user does something—like clicking a link on your site or read one of your previous emails—you can automatically send them follow up emails related to these specific actions.
For example, you could set up a trigger to send a return customer a special coupon if they happen to be browsing a certain area of your site. With this high degree of targeting, you can serve them only the coupons they are most likely to put to use, simultaneously offering them savings while reminding them of what you have to offer.
You could even set up a series of emails from their inactivity. If a customer isn’t opening your emails, you can automatically resend messages or have a tailored message sent to grab the attention of these seemingly inattentive users.
Related: 8 winback email templates to help you recover lost leads
2. Create Interactive Email Campaigns
You might think of an email as just a bunch of text and maybe a few images. But why take such a static approach? After all, the web is an interactive place.
Constant Contact makes it a breeze to add interactive content to your email. You can create emails which allow your users to do important things such as:
- RSVP to an event
- Fill out a poll or survey to provide invaluable customer feedback
- Donate to your event or business
Put to good use, their suite of design tools allows you to create email campaigns which benefit both your customers and your business. Not only will this help you boost engagement and generate leads, it can also lead to a more seamless and enjoyable customer experience.
When your users feel like your emails are actually adding value to their everyday lives and not simply blasting them with advertisements, they’re far more likely to open and engage with them.
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3. Track Your Results in Real Time
In many respects, email marketing is a game of numbers—and waiting. You’re sending out large volumes of emails over the course of days or weeks, so it’s always necessary to exercise a bit of patience in your expectations of results.
However, this doesn’t mean you should be left waiting in the dark. Constant Contact’s real-time tracking gives you all the details you need to keep your finger on the pulse of your latest email marketing campaign.
You can track new and lost subscribers, see how many of your emails are being opened, track clicks, and get hard numbers on how many people are sharing your emails, as soon as your users perform these actions.
You’ll also find all the nitty gritty details about your delivery rate, like how many emails bounce or are reported as spam.
But you get a bit more than just raw numbers. Constant Contact integrates with your favorite CRM software where it provides these detailed breakdowns complete with graphs, animations, and attractive graphics which you can easily view directly from your CRM dashboard.
On top of all the excellent reporting, the Constant Contact Knowledge Base even offers some handy tips on how to interpret your results and gauge the success of your email campaign.
