Email marketing automation & how to build exceptional customer experiences

two women in a store talking together

Typing out individual emails is what most people do, but email marketers work at scale and require more technical than having to type out individual emails to create personalized experiences. That is why it is essential to have an email marketing platform that offers automation of marketing services and features.

Email marketing automation is the ability to send emails to subscribers that are automatically triggered when they take a specific action.

A platform like Klaviyo can automate the sending of your emails and texts, and also make it easy for you to customize the design of every message you share—giving you the ability to focus on creativity, rather than process. 

Check out the Klaviyo email marketing features

The design of your email will be the focus

Design matters. If something looks off to you, most likely it won’t look right to your subscribers, either. But it can be frustrating to use design software that’s not intuitive. Plus, having to duplicate your work across other campaigns and flows is an additional headache. 

Leilani Luna, email marketing manager at Hylete, explains it: 

The template editor and signup form library in any marketing platform should make those design headaches a thing of the past.

If you choose the right platform you can build emails efficiently, without having to worry about losing your work along the way. 

Klaviyo email template builder that can be as easy as drag and drop or with custom options

Choose a template builder that offers Intuitive template editing

Most best marketing platforms offer a template editor.

In Klaviyo, the template editor is where you go to build messages. You can easily customize every element of your layout—quickly changing the fonts, images, and colors. And reordering the content blocks in your email is as simple as dragging and dropping.

An advantage of choosing from top platforms is that the platform will automatically save your progress, so you don’t have to worry about losing hours of work if you accidentally exit out of your browser.

Some top features in sophisticated template editors you should look for:

  • Undo your mistakes with a one-click undo/redo button 
  • Group blocks together so that you can save them for future use 
  • Create sophisticated templates with text or buttons that float over a dynamic background image
  • With the new testing capabilities, you can easily preview how your emails will look on a desktop or mobile device

There should be a  universal content feature in the template editor that will transform the way you work. No one likes having to comb through templates to make each update individually. With the universal content feature, you should be able to make one change to your saved content—say, tweaking a header or footer—and that should then automatically apply your edit to every template. 

You’ve mastered the art of creating a dazzling email template. Now, learn how to grow your subscriber list by using the improved signup form template library.

Email marketing list building strategies and tips

Use the email marketing platform to easily create signup forms

A well-designed signup form is the best way to encourage visitors to your site to subscribe to your email or text list. But some entrepreneurs assume that building a signup form is beyond their technical capabilities, so they skip this step.

However, that is why you use a marketing platform. Platforms like Klaviyo have a signup template library, anyone can create a signup form in just minutes. 

For example, Klaviyo’s marketing experts have found that signup forms with a side image have a 32% higher submission rate on average, so most templates will have that feature.

And every template is responsive on mobile devices or desktops, so you’ll have access to a variety of ideas to grow your list and scale your business—at no additional cost.  

Check out the features Klaviyo’s custom form builder has or learn more best practices when designing your form

Email marketing combined with SMS marketing tools

Using platforms that offer SMS and email helps you communicate even more efficiently. For example, in Klaviyo there are SMS features like Quiet Hours and help desk integration with Gorgias—so you confidently communicate your message, without inconveniencing or disturbing your audience.

What are SMS Quiet Hours 

No one likes getting a text message in the middle of the night. With SMS Quiet Hours, you can designate the time when you’d like to send texts within an SMS automation or flow. Not only will Quiet Hours ensure that you’re in compliance with text message sending regulations, it will enable your subscribers to get a good night’s sleep. 

Gorgios x Klaviyo SMS compliance

US government regulations stipulate that you can only send text messages between 8 a.m. and 9 p.m. in the recipient’s time zone. Some states may have more specific mandates—in Florida, for example, you can only send messages between 8 a.m. and 8 p.m. 

Learn to send emails and sms messages from one single platform

Remove text message roadblocks with SMS help desk integration 

This is a feature not every platform may have. In Klaviyo, the help desk integration allows you to merge Klaviyo’s SMS Conversations with the native Gorgias platform, enabling you to be able to manage both customer support and SMS marketing.

SMS Conversations is native to Klaviyo and allows you to text back and forth with customers who have questions. With this integration, your text conversations will sync with Gorgias, automatically creating a ticket so that support agents will be able to respond to you directly from the customer support platform. 

Stand out by making a memorable customer experience

Across the globe, marketers are feeling the pressure from the upcoming holiday season—scrambling to make sure that their campaigns are engaging and that their messaging is flawless. You can use automations like product replenishment and customize the user experience by provided personalized recommendations.

Your marketing automation platform should ease your worries—not add to them.

 More marketing automation resources:

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