How you can Set Up Automated Electronic mail Advertising Workflows (+ Examples)

With out e-mail advertising automation, your advertising group misses out on main alternatives to nurture and have interaction your target market and contacts.

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

Electronic mail Automation

Electronic mail automation helps convert leads into clients, delight present clients, and encourage actions like larger product adoption, upsells, evangelism, and extra purchases.

Prime 7 Electronic mail Advertising Instruments To Automate Emails & Get Clicks!

Why do you have to do automated e-mail advertising?

Electronic mail advertising automation eliminates time-consuming duties, akin to getting ready e-mail lists, sending generic messages, or scheduling occasions manually. This offers entrepreneurs and salespeople extra time to work on initiatives that require their consideration (or can’t be absolutely automated).

Electronic mail advertising automation is centered round workflows, a predetermined, triggered set of actions you are directing your automation software program to take for you.

Now let us take a look at how this course of really works.

Professional tip: When you work by way of the next steps, maintain the teachings from this video on e-mail advertising in thoughts — most of the subjects lined under 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 number of e-mail automation software program available on the market at present — the secret is choosing the most suitable choice for your enterprise and targets.

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

However listed here are just a few extra instruments on your consideration with their major options and advantages to offer you an concept of what these instruments are able to.

Electronic mail Advertising Automation Instruments

• HubSpot Advertising Automation: Finest e-mail advertising automation software program for automating and personalizing e-mail campaigns with CRM integration.

Value: 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 correct viewers members on the proper time.

Pair your e-mail marketing campaign workflows with targets to trace 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 can even use HubSpot to automate many different duties in addition to e-mail, akin to lead scoring, lead rotating, webhooks, and so on.)

Professional Tip: Use HubSpot’s Advertising Automation software program to automate and personalize e-mail campaigns to maneuver prospects by way of the advertising flywheel and generate certified leads.

• Versium Attain: Finest e-mail advertising automation software program to visualise and phase clients.

Value: Contact for pricing

Versium Attain permits you to create goal audiences that you should utilize throughout numerous advertising platforms (like HubSpot) and channels that can assist you successfully goal and attain these teams by way of your e-mail (and different digital) campaigns.

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

The device additionally helps you keep a cheap lead technology technique — Versium permits you to experiment with a single information supply for better-performing buyer segments.

• Mailchimp: Finest e-mail advertising automation software program for connecting ecommerce and e-mail platforms.

Value: Free Primary Plan, Necessities Plan; $11/month, Customary Plan; $17/month, Premium Plan; $299/month

Mailchimp makes it straightforward to ship customized and related messages and buy paths to people primarily based 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 clients are more than likely to interact with them.

Mailchimp presents many ecommerce integrations (e.g. WooCommerce, Shopify) so you’ll be able to join your on-line retailer to the e-mail device — this fashion, you’ll be able to goal clients primarily based on their purchases.

Mailchimp presents six major kinds of e-mail automation to make your group extra productive and environment friendly — buyer journey automation, conduct automation, transactional e-mail automation, postcard automation, date-based automation, and RSS-to-email automation.

• Moosend: Finest e-mail advertising automation software program for managing a number of e-mail campaigns and mailing lists.

Value: Contact for pricing

Picture Supply

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

Personalize your emails by creating situation combos to phase your viewers primarily based on the particular behaviors you care about in your emails and your web site.

Perceive the success of your e-mail advertising campaigns with Moosend’s analytics dashboard — observe 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 phases to group your e-mail recipients — for an upsell marketing campaign, you ship emails to present clients who haven’t bought a specific product but.

Your e-mail advertising device ought to find a way that can assist you effectively phase your clients forward of your marketing campaign utilizing the factors you have determined upon. Once more, your contact information in your CRM ought to assist with this — as an example, in HubSpot, phase your e-mail recipients by lifecycle stage.

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

Your e-mail advertising is simply nearly 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 could take them from the place contacts are at present to the place you need them to go.

You additionally should plan for what occurs whenever you succeed.

For instance, think about a 10-email sequence to get prospects to request a session. Prospect A converts throughout the first e-mail. If Prospect A continues to obtain emails telling them to do what they’ve already finished, they will get pissed off.

In HubSpot, in case you outline your aim, it is going to unenroll any contacts who meet the aim.

4. Set enrollment standards.

Enrollment standards check with the {qualifications} that have to be met for a contract to be entered right into a workflow.

Suppose you are utilizing HubSpot Workflows. You’ll be able to create customized, automated e-mail workflows that may get triggered in a lot of alternative ways. This will appear like a contact added to an inventory, submitting a kind in your web site, clicking a hyperlink in an e-mail, viewing a web page in your weblog, clicking on considered one of your advertisements, or turning into a advertising certified lead.

You can even arrange e-mail workflows primarily based on any data you’ve got concerning the contacts in your advertising database, akin 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.

For those who had 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.

As an illustration, specify which actions you need the software program to absorb HubSpot. 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 information to your CRM.

6. Create your e-mail marketing campaign belongings.

By this level, you understand how many emails you wish to ship, the overall messaging you may embrace within the emails, and which teams of consumers the emails are going to.

Now it’s time to make sure your entire e-mail marketing campaign belongings are created and accessible in your e-mail automation software program so you’ll be able to add them to campaigns.

7. Examine your e-mail automation setup and run a check, 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.
• Guaranteeing 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 check your workflow to make sure the automation you intend to set dwell is working as supposed.

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

When you’re pleased with the workflow, set it dwell.

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 — much like your different advertising methods, that is additionally an iterative course of.

Moreover, you’ll be able to regularly broaden upon your workflows to help different enterprise targets. Use them to automate different actions akin 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 enable for extra focused, efficient advertising to your prospects and clients.

Electronic mail Advertising Automation Examples

Now let’s stroll by way 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 advertising automation software program.

1. Matter Workflows

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

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

Think about you are a unicorn breeder whose major content material subjects embrace unicorn diets, unicorn gear, and unicorn boarding. Then you possibly can bucket your content material advertising presents (e.g. ebooks, webinars, kits, and so on.) and weblog posts by these subjects. You may additionally create an e-mail workflow for every subject after which set off the suitable workflow when considered one of your contacts views a web page or downloads a proposal centered round that subject.

Set off a content material obtain workflow primarily based on a kind submission from a device conversion device like HubSpot’s Free Advertising & Lead Technology Software program. To set off an automatic workflow in HubSpot, you should utilize the “Lead Circulate Submission” possibility because the beginning situation.

So if a contact downloaded your e book referred to as 10 Ideas for a Balanced Unicorn Food plan, your “unicorn weight loss program” workflow could be triggered, sending that contact extra useful content material, akin to weblog posts describing unicorn dietary suggestions.

2. Weblog Subscriber Welcome Workflow

Primary 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 will get from studying your weblog, evaluate their subscription settings (and permit them to make changes), and promote your weblog’s best-performing articles or different presents.

(Get suggestions 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

Primary set off: Lifecycle stage.

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

Not solely is that this a good way to kick off your new buyer relationship on a optimistic observe, however it may possibly additionally maintain your clients engaged after they purchase. And in case your services or products requires a bit coaching in your clients’ half, use this workflow as a possibility to introduce useful coaching supplies on an incremental foundation.

4. Engaged Contact/ Evangelist Workflow

Primary triggers: Visits, clicks, or kind submissions.

Create a sensible/dynamic record that routinely updates to incorporate contacts that you’ve got actually engaged.

To create this record, use set off standards akin 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 to encourage evangelism of your prime content material on social media.

As a result of these contacts are extremely engaged with you already, they’re extra more likely to share your prime content material. You can even 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

Primary set off: A number of starting stage conversion occasions.

If a contact has downloaded a number of of your starting stage advertising presents 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 by way of the flywheel.

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

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

6. Inner Gross sales Rep Notification Workflow

Primary triggers: Late stage 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 device like HubSpot. You’ll discover that, most of the time, the pages you unearth might be your pricing web page, product pages, and so on. — the pages that your contacts view after they’re actually 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 concerning the lead in query, together with related mid- and late stage 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

Primary 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 possibly 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, strive sending them an unique supply or coupon to get them enthusiastic about your organization once more. For extra tips on launching an efficient e-mail re-engagement marketing campaign, take a look at this publish.

8. Occasion Workflow

Primary set off: Registration or attendance.

Internet hosting a dwell, in-person, or digital occasion? 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 essential data registrants ought to know main as much as the occasion, akin to resort lodging and agenda data for dwell 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 further content material or promotion for future occasions.

9. Deserted Purchasing Cart Workflow

Primary set off: Purchasing cart abandonment.

For those who’re an ecommerce enterprise, you may possible profit from an deserted buying cart workflow.

The idea right here is straightforward: When somebody provides an merchandise to their on-line buying cart however leaves your web site 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 to finish the transaction.

10. Upsell Workflow

Primary set off: Previous purchases.

Communication along with your clients should not cease after they make a purchase order. That is very true in case you promote numerous merchandise and/or companies. Use workflows that can assist you upsell or cross-sell present clients.

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

11. Buyer Happiness Workflow

Primary set off: Excessive or low NPS scores.

For those who administer common Web Promoter surveys of your buyer base, you should utilize clients’ Web Promoter Scores as a property to set off workflows.

Merely decide what your very best buyer happiness rating is, and use that as the edge on your dynamic record of completely happy clients. Then set off a workflow for purchasers with “completely happy” scores and reward them with unique content material, presents, or reductions.

Set off a unique workflow on your “sad” clients that features content material/presents aimed toward serving to to enhance their happiness.

You’ll be able to even phase sad clients by the particular causes they’re feeling unhappy — then ship them much more focused workflows to deal with their points.

12. Buyer Success/ Engagement Workflow

Primary triggers: Success metrics or product utilization.

For those who maintain observe of buyer success metrics, you’ve got a main workflow alternative in your fingers.

For instance, in case you’re attempting to construct up your arsenal of buyer case research, routinely set off an e-mail that asks clients in the event that they’d be involved in being featured as successful story as soon as sure buyer success metrics had been met.

Moreover, suppose you observe clients’ product adoption or function utilization. In that case, you possibly can set off a workflow for customers exhibiting low product engagement, offering assets that educate and prepare them on utilizing the product options they don’t seem to be profiting from.

13. Upcoming Buy Reminder Workflow

Primary set off: Purchases made on a cycle.

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

As an illustration, 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. Buyer Service or Ticket Workflow

Primary Set off: A buyer or prospect contacts customer support through e-mail or a web-based kind.

Your clients or prospects might need hassle utilizing your free or paid software program. When this occurs, fielding a bunch of customer support emails and messages can take tons of priceless time out of your schedule.

One method 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 provide help to observe ongoing issues and when points with a buyer or prospect are resolved.

15. Deal-Based mostly Workflows

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

Sealing the deal is essential to profitable advertising and gross sales. Automating small facets 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 methods like HubSpot, you can too set the workflow to vary the contact’s standing to indicate the place they’re within the lifecycle.

Automate Your Electronic mail Advertising Campaigns

Electronic mail advertising automation will increase effectivity and provides your group again priceless time that may be spent on clients 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 clients.

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

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