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Set Up Automated E-mail Advertising Workflows (+ Examples)

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With out e-mail advertising automation, your advertising group is lacking out on main alternatives to nurture and interact your target market and current contacts.

On this article, we’ll evaluation frequent kinds of e-mail advertising automation, the instruments that can assist you set up and preserve an e-mail advertising automation technique, and totally different automation triggers you might implement at your organization. However first, let’s start by answering an important query: what’s e-mail automation?

E-mail Automation

E-mail automation helps convert leads into customers, delight current prospects, and encourage exercise like higher product adoption, upsells, evangelism, and extra purchases.

E-mail advertising automation eliminates time-consuming duties, corresponding to making ready e-mail lists, sending generic messages, or scheduling occasions manually. This provides entrepreneurs and salespeople extra time to work on initiatives that truly require their consideration (or can’t be totally automated).

E-mail advertising automation is centered round workflows that are a pre-determined, triggered set of actions you are directing your automation software program to take for you.

Now let’s take a look at how this course of truly works.

Professional tip: When you work by means of the next steps, preserve the teachings from this video on e-mail advertising in thoughts — most of the matters lined beneath are additionally touched on within the video and vice versa — in spite of everything, your e-mail advertising automation is a part of your e-mail advertising technique.

1. Choose e-mail automation software program.

There are a selection of e-mail automation software program available on the market right now — the secret’s choosing the choice that works greatest for your small business and targets.

For the sake of this text, we will work by means of the next steps on this part by taking a look at HubSpot’s Advertising Automation device.

However listed below are a number of extra instruments to your consideration with their principal options and advantages to provide you an concept of what these instruments are able to.

E-mail Advertising Automation Instruments

1. HubSpot Marketing Automation

Email Marketing Automation Software: Hubspot Marketing Automation

Finest e-mail advertising automation software program for: Automating e-mail campaigns and personalizing them utilizing built-in CRM contact knowledge to maneuver prospects down the funnel.

Worth: Free, $45/mo (Starter), $800/ mo (Skilled), $3,200/ mo (Enterprise)

With HubSpot’s Advertising Automation Software program, you’ll be able to automate your e-mail drip campaigns with none code. Choose triggers, situations, and actions so your emails are despatched to the appropriate viewers members on the proper time.

Pair your e-mail marketing campaign workflows to targets so that you’re capable of monitor and analyze their success. And talking of workflows, you’ll be able to visualize, customise, and personalize them that can assist you goal each particular person in your contact database.

(You too can use HubSpot to automate quite a few different duties other than e-mail corresponding to lead scoring, lead rotating, organising internet hooks, and many others.)

Professional Tip: Use HubSpot’s Marketing Automation software to automate and personalize email campaigns to move prospects down the funnel and generate qualified leads.

2. Versium Reach

Email Marketing Automation Software: Versium Reach

Finest e-mail advertising automation software program for: B2B companies that wish to phase their prospects to extra successfully attain them throughout quite a lot of advertising channels together with e-mail.

Worth: $300/mo (Tier One), $500/mo (Tier Two), $750/mo (Tier Three)

Versium Attain lets you create goal audiences that you need to use throughout varied advertising platforms (like HubSpot) and channels that can assist you successfully goal and attain these teams by means of your e-mail (and different digital) campaigns.

Versium Attain helps you visualize and phase your prospects so you’ll be able to tailor your e-mail campaigns to them regardless of which stage of the client’s journey they’re in.

The device additionally helps you preserve a cheap lead era technique — Versium provides you the flexibility to experiment with a single knowledge supply for better-performing buyer segments.

3. Mailchimp

Email Marketing Automation Software: MailchimpFinest e-mail advertising automation software program for: Connecting your ecommerce platform to your e-mail platform so you’ll be able to goal prospects based mostly on buy behaviors.

Worth: Free, $9.99/mo (Necessities), $14.99/mo (Normal), $299/mo (Premium)

Mailchimp makes it simple to ship customized and related messages and buy paths to people based mostly on their contact data and the way they work together along with your firm. Ship-time optimization then schedules your emails to be despatched when your prospects are most certainly to have interaction with them.

Mailchimp affords quite a few ecommerce integrations (e.g. WooCommerce, Shopify) so you’ll be able to join your on-line retailer to the e-mail device — this manner, you’ll be able to goal prospects based mostly on their purchases.

Mailchimp affords six principal kinds of e-mail automation to make your group extra productive and environment friendly — these embrace 1) buyer journey automation, 2) habits automation, 3) transactional e-mail automation, 4) postcard automation, 5) date-based automation, and 6) RSS-to-email automation.

4. Moosesend

Email Marketing Automation Software: MoosesendSource

Finest e-mail advertising automation software program for: Managing a number of e-mail campaigns and mailing lists, and creating any situation combos to phase your viewers.

Worth: Free, $8/ month (Professional), customized worth (Enterprise)

Moosesend is an e-mail advertising platform for managing a number of e-mail campaigns and mailing lists. Design and A/B take a look at responsive emails and newsletters to make sure they successfully goal your viewers.

Personalize your emails by creating any situation combos in an effort to phase your viewers based mostly on the particular behaviors you care about on each your emails and your web site.

Perceive the success of your e-mail advertising campaigns with Moosend’s analytics dashboard — monitor e-mail opens, clicks, social shares, unsubscribed, and extra.

2. Establish who you are sharing your e-mail campaigns with.

Decide who you wish to ship your emails to. For instance, you would possibly use lifecycle levels to group your e-mail recipients — for upsell marketing campaign, you ship emails to current prospects who haven’t bought a specific product but.

Your e-mail advertising device ought to have the opportunity that can assist you effectively phase your prospects forward of your marketing campaign utilizing the standards you have determined upon. Once more, your contact knowledge in your CRM ought to assist with this — as an example, in HubSpot, segment your email recipients by lifecycle stage.

3. Decide your e-mail marketing campaign’s aim.

Your e-mail advertising is just pretty much as good as your technique — so guarantee precisely why you are contacting these people. Would you like them to purchase one thing? Study one thing? Do one thing?

When you reply this query, you’ll be able to work out the messaging you might want to take them from the place contacts are at present to the place you need them to go.

You additionally should plan for what occurs if you succeed.

For instance, think about a 10-email sequence to get prospects to request a session. Prospect A converts inside the first e-mail. If Prospect A continues to obtain emails telling them to do what they’ve already carried out, they’re going to get annoyed.

In HubSpot, when you define your goal, it’ll unenroll any contacts who meet the aim.Email Marketing Automation Tool: Define Your Workflow Goal

4. Set enrollment standards.

Enrollment criteria seek advice from the {qualifications} that should be met for a contact to be entered right into a workflow.

If you happen to’re utilizing HubSpot Workflows, for instance, you’ll be able to create customized, automated e-mail workflows that may get triggered in quite a few other ways — when a contact will get added to an inventory, submits a kind in your web site, clicks a hyperlink in an e-mail, views a web page in your weblog, clicks on one among your advertisements, or turns into a advertising certified lead.

Adding Workflow Enrollment Criteria Gif

You too can arrange e-mail workflows based mostly on any data you have got in regards to the contacts in your advertising database, corresponding to web page views, e-mail or social media clicks, content material downloads, contact properties, or any mixture of those and extra.

5. Decide which processes you wish to automate with Workflows.

If you happen to have been manually emailing these contacts, what would you do? Consider your e-mail advertising workflows as blueprints that define every motion your device will take for you.

For example, in HubSpot, specify which actions you need the software program to take. Examples of automatable actions are:

  • Sending an e-mail.
  • Scheduling an e-mail (and/or delaying it).
  • If/ then e-mail branching.
  • Updating and syncing all e-mail and speak to knowledge to your CRM.

Email Marketing Automation Software: Select Your Workflow Action

6. Create your e-mail marketing campaign belongings.

By this level, you know the way many emails you wish to ship, the overall messaging you will embrace within the emails, and which teams of shoppers the emails are going to.

Now guarantee all your email campaign assets are created and available in your email automation software so you’ll be able to add them to campaigns.

Make Your Assets Available In Hubspot

7. Examine your e-mail automation setup and run a take a look at, if potential.

Some issues to contemplate implementing into your workflow publishing course of are:

  • Taking a look at your record of enrolled contacts for errors.
  • Making certain the variety of enrolled contacts is what you’d count on.
  • Contemplating your workflow chart and use circumstances.
  • Checking your “Ship” settings.

In HubSpot, you’ll be able to take a look at your workflow to make sure the automation you intend to set stay is working as deliberate.

Email Marketing Automation Software: Test Your Automation To Make Sure It'S Working

8. Make our e-mail automation workflow stay and monitor its progress.

When you’re proud of the workflow, set it stay.

Errors can occur, so monitor for anomalies. Do not be afraid to regulate as wanted to resolve points or enhance the efficiency of your e-mail automation workflow — just like your different advertising methods, that is additionally an iterative course of.

Moreover, you’ll be able to all the time broaden upon your workflows to help different enterprise targets. Use them to automate different actions corresponding to setting or clearing a contact property worth, updating a contact’s lifecycle stage, including/eradicating a contact from an inventory, and different administrative duties that permit for extra focused, efficient advertising to your prospects and prospects.

15 Examples of E-mail Advertising Automation Workflows You Ought to Strive

Now let’s stroll by means of some examples of automated e-mail workflows you’ll be able to set as much as begin getting extra out of your contacts database and marketing automation software.

1. Matter Workflows

Major triggers: Web page views or content material supply downloads.

Create a workflow for every of the industry-related matters you create content material about.

Think about you are a unicorn breeder whose principal content material matters embrace unicorn diets, unicorn gear, and unicorn boarding. Then you can bucket your content material advertising affords (e.g. ebooks, webinars, kits, and many others.) and weblog posts by these matters. You could possibly additionally create an e-mail workflow for every matter after which set off the suitable workflow when one among your contacts views a web page or downloads a suggestion centered round that matter.

Set off a content material obtain workflow based mostly on a kind submission from a device conversion device like HubSpot’s Free Marketing & Lead Generation Software. To set off an automatic workflow in HubSpot, you need to use the “Lead Move Submission” choice because the beginning situation.

So if a contact downloaded your e-book referred to as 10 Ideas for a Balanced Unicorn Weight-reduction plan, your “unicorn food regimen” workflow could be triggered, sending that contact extra useful content material, corresponding to weblog posts describing unicorn dietary ideas.

2. Weblog Subscriber Welcome Workflow

Major set off: Subscription to your weblog.

Give your model new weblog subscribers a pleasant, heat welcome with a weblog welcome e-mail. Use this e-mail to thank contacts for subscribing, remind them what they’re going to get out of studying your weblog, evaluation their subscription settings (and permit them to make changes), and promote your weblog’s best-performing articles or different affords.

(Get ideas for making a profitable weblog welcome e-mail right here, and be taught extra about optimizing welcome emails right here.)

3. New Buyer Welcome/ Coaching Workflow

Major set off: Lifecycle stage.

Whereas we’re with reference to heat welcomes, take into account organising a sequence of welcome emails when a contact converts right into a paying buyer, which you’ll be able to set off when a contact’s lifecycle stage will get up to date to “buyer.”

Not solely is that this an effective way to kick off your new buyer relationship on a constructive be aware, however it may additionally preserve your prospects engaged after they purchase. And in case your services or products requires somewhat coaching in your prospects’ half, use this workflow as a possibility to introduce useful coaching supplies on an incremental foundation.

4. Engaged Contact/ Evangelist Workflow

Major triggers: Visits, clicks, or kind submissions.

Create a smart/ dynamic list that mechanically updates to incorporate contacts that you’ve got actually engaged.

To create this record, use set off standards corresponding to a excessive threshold of visits to your web site, clicks in your emails or social media posts, or kind submissions. Then create an e-mail workflow to leverage this record as a strategy to encourage evangelism of your high content material in social media.

As a result of these contacts are extremely engaged with you already, they’re extra prone to share your high content material. You too can take into account including record standards to drag in contacts with a sure variety of Twitter followers to leverage the ability of these social media influencers in your database.

5. Lead Nurturing Workflow

Major set off: A number of top-of-the-funnel conversion occasions.

If a contact has downloaded a number of of your top-of-the-funnel advertising affords like ebooks and webinars, it could be an indication that they are prepared for a bit extra. Arrange workflows that assist advance these contacts additional down the funnel.

If the contact is a lead, ship them emails containing extra middle-of-the-funnel content material that may improve them to a advertising certified lead (MQL) or a possibility in your gross sales course of.

This workflow might embrace content material and internet pages you have recognized from an attribution report evaluation as influential in changing leads into prospects — maybe content material like buyer success tales/case research, free trial affords, or product demos.

6. Inside Gross sales Rep Notification Workflow

Major triggers: Backside-of-the-funnel web page views/ conversion occasions.

On any given web site, there are specific web page visits and conversion occasions that point out extra product curiosity than others.

First, establish these pages and conversion occasions utilizing an attribution reporting tool like HubSpot. You’ll discover that, as a rule, the pages you unearth can be your pricing web page, product pages, and many others. — the pages that your contacts view after they’re really contemplating your services or products.

Use workflows right here to set off an inside e-mail notification to your gross sales rep to tell them of those high-value actions. Utilizing personalization, give the rep all the knowledge they want in regards to the lead in query, together with related mid- and bottom-of-the-funnel content material that they will ship to the lead of their outreach e-mail. This lets you join gross sales reps with the absolute best leads on the proper time.

7. Re-engagement Workflow

Major set off: Inactive contacts.

Reawaken inactive contacts with a re-engagement workflow, enrolling contacts as soon as they’ve met sure record standards.

For instance, you can set situations such because the size of time since their final kind submission, web site go to, or e-mail click on, triggering the e-mail as soon as it has been some time since a contact final engaged with you.

In your workflow, attempt sending them an unique supply or coupon to get them enthusiastic about your organization once more. For extra recommendations on launching an efficient e-mail re-engagement marketing campaign, take a look at this submit.

8. Occasion Workflow

Major set off: Registration or attendance.

Internet hosting a stay, in-person, or digital event? Use e-mail workflows to automate your communication to occasion registrants and attendees earlier than, throughout, and after the occasion.

For instance, create a workflow that delivers vital data registrants ought to know main as much as the occasion, corresponding to resort lodging and agenda data for stay occasions, or webinar log-in data for on-line occasions.

When the occasion ends, arrange a workflow that offers attendees on-line entry to session slides and continues to nurture them with extra content material or promotion for future occasions.

9. Deserted Buying Cart Workflow

Major set off: Buying cart abandonment.

If you happen to’re an ecommerce business, you will seemingly profit from an deserted procuring cart workflow.

The idea right here is easy: When somebody provides an merchandise to their on-line procuring cart however leaves your website with out finishing the acquisition, you’ll be able to set off an e-mail workflow that reminds them of their forgotten buy. By providing a particular low cost code or incentive to purchase, you encourage the person to return to your web site in an effort to full the transaction.

10. Upsell Workflow

Major set off: Previous purchases.

Communication along with your prospects should not cease after they make a purchase order. That is very true when you promote quite a lot of totally different merchandise and/or providers. Use workflows that can assist you upsell or cross-sell current prospects.

Create dynamically updating lists of contacts who buy a sure productor mixture of merchandise — and create workflows geared toward recommending different merchandise/ providers or encouraging upsells or add-ons.

11. Buyer Happiness Workflow

Major set off: Excessive or low NPS scores.

If you happen to administer common Internet Promoter surveys of your buyer base, you need to use prospects’ Internet Promoter Scores as a property to set off workflows.

Merely decide what your preferrred buyer happiness rating is, and use that as the edge to your dynamic record of pleased prospects. Then set off a workflow for patrons with “pleased” scores and reward them with unique content material, affords, or reductions.

Set off a distinct workflow to your “sad” prospects that features content material/affords geared toward serving to to enhance their happiness.

You may even phase sad prospects by the particular causes they’re feeling unhappy — then, ship them much more focused workflows geared toward addressing their points.

12. Buyer Success/ Engagement Workflow

Major triggers: Success metrics or product utilization.

If you happen to preserve monitor of buyer success metrics, you have got a chief workflow alternative in your arms.

For instance, when you’re making an attempt to construct up your arsenal of buyer case research, mechanically set off an e-mail that asks prospects in the event that they’d be considering being featured as successful story as soon as sure buyer success metrics have been met.

Moreover, when you monitor of shoppers’ product adoption or function utilization, you can set off a workflow for customers who’re exhibiting low product engagement, offering assets that educate and prepare them on the way to use the product options they don’t seem to be making the most of.

13. Upcoming Buy Reminder Workflow

Major set off: Purchases made on a cycle.

Does your contacts database embrace prospects who usually buy on a cycle? Enter these individuals right into a workflow that will get triggered after they make a purchase order.

For example, as an example you promote eye care merchandise, and a buyer purchases a six-month provide of prescription contacts. Enroll that buyer right into a workflow that sends them an automatic e-mail 5 months later as a reminder that their six-month provide is about to expire, and it could be time to order a brand new batch of contacts.

14. Customer Service or Ticket Workflow

Major Set off: A buyer or prospect contacts customer support through e-mail or an internet kind.

Generally, your prospects or prospects may need bother utilizing your free or paid software program. When this occurs, fielding a bunch of customer support emails and messages can take tons of precious time out of your schedule.

One strategy to keep away from that is to create a workflow that turns buyer issues into tickets that may be categorized, labeled, and assigned to customer support reps in your group. These tickets may also assist you to preserve monitor of ongoing issues in addition to when points with a buyer or prospect are resolved.

15. Deal-Based Workflows

Major Set off: When somebody e-signs a quote or contract.

Sealing the deal is clearly key to profitable advertising and gross sales. Automating small elements of this course of, like emails somebody would possibly get after signing a contract or quote web page with you, permits your gross sales reps extra time to nurture the shopper over the telephone, throughout demos, or through different messages.

With a deal-based workflow, you’ll be able to set off affirmation emails when a prospect turns into a shopper or certified lead by signing a quote or contract. With techniques like HubSpot, you may as well set the workflow to alter the contact’s standing to point out the place they’re within the lifecycle.

Automate Your E-mail Advertising Campaigns

E-mail advertising automation will increase effectivity and provides your group again precious time that may be spent on prospects and different work that requires their consideration.

Moreover, the method helps optimize your e-mail advertising technique and personalize e-mail content material to extend its effectiveness amongst your target market and prospects.

Establish your preferrred e-mail advertising automation device and start organising the workflows your group wants.

Editor’s Observe: This submit was initially printed in September 2012 and has been up to date for freshness, accuracy, and comprehensiveness.


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