E-mail advertising and marketing workflows might help you construct belief, pitch your services and products, and make gross sales on autopilot.
In the present day we’re going to talk about what they’re, when to make use of them, and methods to set them up.
Wish to take your e mail advertising and marketing to the subsequent degree?
Proceed studying…
What Is an E-mail Advertising and marketing Workflow?
An e mail advertising and marketing workflow is an automatic e mail sequence that’s triggered by a particular occasion.
For instance:
It’s most likely secure to say that the most well-liked kind of e mail advertising and marketing workflow is the welcome sequence that’s mechanically despatched to each e mail subscriber instantly after they affirm their subscription.
Different well-liked forms of e mail advertising and marketing workflows embrace:
- Content material workflows.
- Gross sales workflows.
- Launch workflows.
- Dunning workflows.
- Win-back workflows.
E-commerce companies additionally generally use product suggestion workflows and deserted cart workflows.
Ought to You Use E-mail Advertising and marketing Workflows?
One-off broadcast emails are nice for when you might have a time-sensitive announcement (e.g., a flash sale).
Nonetheless, if they’re the muse of your e mail advertising and marketing technique, then you might be virtually actually:
- Losing sources corresponding to time, power, and cash.
- Leaving some huge cash on the desk.
It merely doesn’t make any sense to make use of handbook broadcast emails when you may be utilizing automated e mail workflows as a substitute.
Ideally, in terms of e mail advertising and marketing, you need to automate every thing that may be automated in order that you may preserve your sources whereas maximizing the ROI of your e mail advertising and marketing campaigns.
Sure, e mail workflows take time to arrange, nevertheless it’s a worthwhile funding that can repay in the long term!
Tips on how to Setup an E-mail Advertising and marketing Workflow
Okay, so now that you simply perceive why e mail advertising and marketing workflows are essential, how do you really set one up?
Decide the Aim of Your E-mail Workflow
Each e mail workflow must have a purpose. What are you attempting to attain?
- Enhance engagement?
- Promote a selected services or products?
- Create pleasure round your upcoming product launch in order that you may have a giant launch day?
Keep away from obscure targets like “bettering model consciousness” as a result of that’s not one thing you possibly can measure.
Select a concrete goal that may be measured with particular metrics corresponding to open charges, click-through charges, gross sales, and so on.
Design Your E-mail Workflow
After you have selected the purpose, it’s time to design an e mail sequence that may assist you to obtain it.
Some elements to contemplate right here:
- Workflow size. You could determine what number of emails to incorporate on this explicit workflow. E-mail workflow size can vary from just a few promotional emails to a six-email welcome sequence to an open-ended sequence the place you add new emails as you go – and something in between. All of it relies on what you are attempting to attain.
- Workflow continuity. You could think about every e mail not simply from a standalone perspective but in addition from a sequence perspective. How does it choose up the place the earlier e mail left off and set the stage for the subsequent e mail? Just remember to perceive the large image.
- E-mail frequency. You additionally must determine at what intervals you’ll ship the emails on this sequence. Typically, for brief sequences which might be clearly outlined, say, a welcome sequence, we advocate a each day frequency. In the meantime, for longer sequences, particularly open-ended ones, a weekly frequency would possibly work higher.
You need to have an overview of your e mail workflow earlier than you begin producing the content material for it.
By the best way, ClickFunnels 2.0 consists of templates for varied e mail workflows, which tremendously simplifies the workflow design course of.
Produce the Content material For Your E-mail Workflow
You possibly can both produce the content material your self or outsource it to an e mail copywriter.
We advocate utilizing the Hook, Story, Supply a copywriting framework for e mail copy. That’s what we do and it has labored extraordinarily properly for us!
- Hook. Seize the subscriber’s consideration with a compelling topic line. That is crucial copy component of your e mail so just be sure you give it the eye it deserves. In any other case, even in case you get every thing else proper, it gained’t matter as a result of the subscriber gained’t open your e mail!
- Story. Inform the subscriber a charming story that resonates with them on an emotional degree. Ideally, it ought to embrace a lesson that’s related to them in order that they’d really feel that they’ve discovered one thing from studying your e mail.
- Supply. Transition from the story to your gross sales pitch after which to the decision to motion.
Right here’s how our co-founder Russel Brunson explains it:
Set Up Your E-mail Workflow
This can rely upon what software program you might be utilizing.
Right here’s methods to do it in ClickFunnels 2.0:
E-mail Advertising and marketing Workflow Instance: The 6-E-mail Welcome Sequence
Right here’s the welcome sequence that we advocate sending to the potential buyer as soon as they offer you their e mail tackle:
- E-mail #1: Who Are You? Introduce your self to the brand new subscriber.
- E-mail #2: The place Did You Come From? Share your origin story. How did you come to do what you do now?
- E-mail #3: What Do You Do? Clarify what it’s that you simply do. How does all of it work?
- E-mail #4: How Did You Acquire This Experience? Clarify what makes you certified to do what you do. Point out related training, credentials, and accomplishments.
- E-mail #5: Who Do You Do This For? Describe your dream prospects + share a case research on the way you helped such an individual get the outcomes that they needed.
- E-mail #6: How Can You Do It For Me? Pitch your frontend provide and supply a hyperlink to its gross sales web page.
Alternatively, you should use a “buffet” method, the place as a substitute of pitching one provide, you present a listing of all of your affords with fast descriptions and call-to-action hyperlinks.
This welcome sequence lets you construct belief, which makes it simpler to promote your frontend product on the finish of it.
It’s a way more efficient method to e mail advertising and marketing than hitting the brand new subscriber with a gross sales pitch instantly!
How To Use Advertising and marketing Automation To Make Your Emails Extra Related
To date, we’ve got solely mentioned linear e mail workflows the place all subscribers get the very same e mail sequence.
Advertising and marketing automation is an e mail advertising and marketing observe the place you create e mail workflows that embrace behavioral triggers.
You should utilize it to mechanically tailor your e mail content material to every subscriber primarily based on their conduct with “if/then” guidelines.
Right here’s an instance:
The screenshot above depicts a easy e mail workflow however you may make them as advanced as you need.
We advocate mastering advertising and marketing automation as a result of it’s the easiest way to make sure that your emails are as related to every subscriber as potential.
For instance:
Think about that you simply promote three fitness-related on-line programs that concentrate on three completely different issues: reducing weight, gaining muscle, and fixing posture.
In that case, in case you solely have one lead technology funnel, it is sensible to go together with the beforehand talked about “buffet” method and record all three affords within the sixth e mail of your welcome sequence.
You possibly can then use advertising and marketing automation to mechanically tailor future e mail content material to every subscriber primarily based on which hyperlink they click on.
Say, if somebody clicks by means of to the burden loss course gross sales web page, however doesn’t buy it, you should use that as a set off for a sequence of emails about weight reduction.
On condition that their conduct has indicated an curiosity in weight reduction, it is sensible to ship them weight-loss content material as a substitute of muscle-building or posture stuff, proper?
Right here’s a common rule of thumb that you must all the time bear in mind:
The extra related the e-mail, the upper its conversion price.
So arrange these advertising and marketing automations!
Tips on how to Mix Advertising and marketing Automation With E-mail Segmentation
E-mail segmentation is an e mail advertising and marketing observe the place you create subscriber segments primarily based on varied standards corresponding to demographic data, subscriber conduct, buy historical past, and so on.
It permits you to:
- Goal particular subscriber segments.
- Exclude particular subscriber segments.
You possibly can mix it with advertising and marketing automation and mechanically section subscribers primarily based on their conduct.
For instance:
Let’s proceed with the instance of promoting three fitness-related on-line programs.
Say, if a subscriber clicks on the burden loss course hyperlink within the sixth e mail of your welcome sequence and buys it, it is sensible to exclude them from future gross sales emails that put it up for sale.
You are able to do that by making a subscriber section for individuals who have bought your weight reduction product after which organising advertising and marketing automation so that everybody who buys it could be mechanically added to that section.
This can make it simple to exclude them from each handbook broadcast emails and automatic e mail workflows designed to promote that individual on-line course.
Setup E-mail Advertising and marketing Workflows With ClickFunnels 2.0!
ClickFunnels 2.0 is an all-in-one advertising and marketing platform that has every thing you must construct a worthwhile on-line enterprise.
It features a highly effective e mail advertising and marketing performance that you should use to:
- Ship one-off broadcast emails.
- Arrange automated e mail sequences.
- Create advertising and marketing automation with behavioral triggers.
We provide a free 14-day trial which implies that you would be able to take a look at our software program with none danger!
