What is Email Marketing?
Email marketing is, essentially, utilizing the apparatuses of various email technologies and platforms to convey individual and personal messages to your clients or future clients. By far most of your Internet clients have email accounts which enable them to get a relatively boundless number of messages immediately. As per an overview directed by Pew Internet, 82% of U.S. grown-ups utilize the Internet, and email is one of the quickest, least expensive and most effortless routes for advertisers to interface with clients.
Email is an amazingly adaptable tool that can suit an extensive and varying variety of messages. Advertisements can be very basic, or they can be quite advanced with graphics, and filled with multimedia. The aesthetic of the promotion will rely upon the organization and the items that are available to be purchased. A few promotions may just be content while others incorporate pictures, video, and some have long arrangements and lists of links.
Email can suit any message an advertiser needs or wants to send. For example, UrbanDaddy.com, a nightlife website, ran a profoundly effective email marketing campaign. It simply showcased an effort by including huge, eye grabbing pictures in the header of the email. The pictures were designed for a youthful male statistical age range and gave the email context for this age range. They urged the reader to look down and engage with the business sales message contained in the body of the email.
One of the most favorable advantages to email marketing is that it enables advertisers and marketers to send targeted messages. Where as media such as print, radio and TV advertisements are communicated unpredictably and often achieve buyers who have no enthusiasm for the item or service being advertised. Be that as it may, email marketing enables organizations to custom tailor certain promotions to specific clients. If the client has looked for a brand of shoes before, organizations can email them coupons for that same brand knowing they already have an interest in the product this can have highly effectively click through and higher conversion rates.
Email Marketing Workflows
Many different types of “workflows” exist for many different types of marketing campaigns, the ultimate goal is automation of your email marketing service, and many different types of workflows, triggers, and places your leads come in from can give your customer an entirely different experience that is catered towards how far along they are in your pipeline, or if they are already clients and you want to retain them different flows exist for this arena, or even up-sells to current clients. If your contacts are just sitting dormant in your work database, this probably means you do not have an automated work flow. We have many different types of flows that we setup for our clients here are 13 basic work-flows we work to automate for your business.
Email Marketing Workflows like this need to be automated using, yes you guessed it: Automation software. Many different types of automation software exist, different software providers have different features; but the concept is pretty universal. With automation software you can create personalized, automated email workflows that can get triggered in any number of different ways. For example, when a contact gets added to a list, submits a form on your website, clicks a link on your email, clicks one of your Adwords, views your blog, social media subscriber, or becomes a qualified marketing lead.
We set you up with workflows based on what and how much data you have on that customer from the contacts in your marketing database, you can segment your lists by things such as, page views, email views, social media engagement, content downloads, contact properties, or any combination of these to segment your marketing database from least qualified to most qualified. That is just the beginning of what you can do with workflows. It can also allow you
to automate other actions besides email, for example setting or clearing a contacts property value, updating a contact’s life-cycle stage, adding or removing a contact from your list, and other administrative tasks that will allow for more targeted, and effective marketing to your prospects and clients. Below are some examples of workflow automation’s.
1. Topic Workflows
Make a workflow process for every one of the business related subjects you make content about. So assuming, speculatively, you’re a dragon breeder whose main content includes what a dragon eats less carbs, unicorn rigging, and dragon boarding, you could bucket your content marketing offers (e.g. eBooks, online courses, kits, and so forth.) and blog entries by these themes, can make an email work process for every subject, and trigger the fitting work process when one of your contacts sees a page or downloads an offer based on that point.
You can trigger a content download workflow based on a form submission then we are able to add leads, add pop-up forms, etc. So if your prospect downloaded your eBook called, “10 Tips for a balanced Dragon Diet” your “Dragon Diet” workflow would be triggered, sending that contact other helpful content like blog posts about Dragon dietary tips, etc.
2. Blog Subscriber Welcome Workflow
Main Trigger: Subscribing to Your Blog
Give your fresh out of the box new blog endorsers a pleasant, warm welcome with a blog welcome email. You can utilize this email to thank contacts for buying in, remind them what they’ll get out of reading your blog, review their membership settings (and enable them to make changes or adjustments), and advance your blog’s best-performing articles or different offers.
3. New Customer Welcome/Training Workflow
Main Trigger: Lifecycle Stage
While we’re regarding the matter of warm invites/welcomes, consider setting up a progression of welcome Email messages when a contact changes over into a paying client, which you can trigger when a contact’s lifecycle arrange gets refreshed to “client.”
Not exclusively is this an awesome method to commence your new client relationship on a positive note, yet it can likewise keep your clients connected after they purchase. Furthermore, if your item or product requires a little training and preparing on your clients’ part, utilize this workflow as a chance to present supportive training materials on an incremental premise.
4. Engaged Contact/Evangelist Workflow
Main Trigger: Visits, Clicks, or Form Submissions
We make a dynamic rundown that consequently updates to incorporate your contacts who are extremely connected with your organization. To make this highly specialized list, we utilize trigger criteria, for example, a high number of visits to your website, a certain number of clicks on your messages or online social-media networking posts, or form submissions and entries. At that point we make an email work process to use this rundown as an approach to encourage evangelism of your best content in social media.
Since these contacts are exceedingly connected and highly engaged with you as of now, they’re more adept to share your best content. You can likewise consider adding list criteria to pull in contacts with a specific number of Twitter followers so you can use the intensity of those online networking influencers in your database. To piggyback your message to more audiences who share the same traits.
5. Lead Nurturing Workflow
Main Trigger: Multiple Top-of-the-Funnel Conversion Events
In the event that a contact has downloaded a few of your best top-of-the-funnel promotional offers like ebooks and online courses, it may be a decent sign they’re prepared for somewhat more. We Set up work processes that help assistance and to propel these contacts further down the funnel.
On the off chance that the contact is a lead already, you can take a stab at sending them messages that contain more center of-the-channel content that may overhaul them to a promoting qualified lead (MQL) or an open opportunity in your sales procedure. This work process could incorporate content and website pages you’ve recognized from an attribution report examination as compelling in changing over leads into clients – using content like client case-studies of overcoming adversity, free trial offers, or item and product demos. You can even create a new bucket-list and place these clients in this new marketing list as they are hyper-engaged.
6. Internal Sales Rep Notification Workflow
Main Trigger: Bottom-of-the-funnel Page Views/Conversion Events
On any given random website, there are certain page visits and conversion events that show item intrigue more so than others. First to start with, identify these pages and conversion events utilizing an attribution reporting tool and You will see that, as a general rule, the pages you uncover will be your pricing page, your product or service pages, and so forth – pages contacts see when they’re genuinely assessing your products or services.
Utilizing work processes here to trigger an internal email notice to your business rep informing them of these high-value activities. Utilizing personalization, give the rep all the data they require and any other data they need about the lead being referred to, including important mid-and base of-the-channel content that they can send to the lead in their effort email. This enables you to interface sales reps with the most ideal leads at the opportune time.
7. Re-Engagement Workflow
Main Triggers: Inactive Contacts
Stir dormant and inactive contacts with a re-engagement workflow, selecting and enrolling contacts once they have met a certain rundown criteria. For instance, you could set conditions, for example, the period of time since their last form submission, site visit, or email click, setting off the email when it’s been a while since a contact last engaged or came into contact with you.
In your workflow, sending them a select offer or coupon to get them amped up for your company once again. Later we are going to write up a blog post about more tips on how to launch and write up an effective email re-engagement campaign. As this topic is large and can be one of the largest untapped goldmines your business can leverage as a workflow.
8. Event Workflow
Main Trigger: Registration or Attendance
Facilitating and hosting a live, face to face or even online event like a webinar; or on the other hand possibly an online occasion, similar to an online course? Utilize email workflow processes to automate your correspondence to event registrants and attendees before, during, and after the event.
For example, we make a custom workflow that process, and conveys essential and important information that registrants should know paving the way and leading up to the event, for example, local lodging facilities and plan an agenda for live occasions, or an online course sign-in that has data for online occasions like a webinar. At the point when the event ends at the close, we set up a workflow process that gives participants online access to session slides and keeps on sustaining them with extra content for advancement to future occasions, and future promotions.
9. Abandoned Shopping Card Workflow
Main Trigger: Shopping Cart Abandonment
In case you’re an online e-commerce business, you’ll likely profit and benefit from an abandoned shopping cart workflow. The idea here is basic: When somebody adds a product, service, or an item to their online web-based shopping cart basket, however they leave your web-page without finishing the buy process, we can help you setup to trigger an email work process that helps them to remember their overlooked buy and inspires them to finish the exchange by offering a unique markdown offer code or some other motivating force to purchase.
10. Upsell Workflow
Main Trigger: Past Purchases
Correspondence with your clients shouldn’t stop after they make a purchase. This is particularly valid in the event that you offer a wide range of items, products, and additionally a variety of benefits you can offer. We utilize workflow processes as a chance to update or “up-sell” your current clients, or offer them corresponding items and services, relying upon what they’ve already bought.
We create dynamically refreshing arrangements of contacts who buy a specific item – or a specific mix of items – and make workflow processes aimed for recommending different items/benefits or making workflows for customers that aim towards up-sells or additional items, services, and add-ons.
11. Customer Happiness Workflow
Main Trigger: High or Low NPS (Net Promoter Scores) Scores
In the event that you oversee regular Net Promoter survey overviews of your client base, you can utilize clients’ Net Promoter Scores as a property to trigger workflow processes.
We determine what your ideal optimal client satisfaction score is, and utilize that as the edge for your dynamic rundown of happy clients. At that point we then trigger a workflow process for clients with “cheerful” scores and reward them with exclusive content, offers, or rebates.
Trigger an alternate work process for your “troubled / unhappy” clients that incorporates content / offers aimed for enhancing their happiness. We also can segment the workflows for unhappy clients by the reasons and issues that they are unhappy from, and create targeted workflows aimed at addressing those issues that are making the client unhappy or discontent.
12. Customer Success/Engagement Workflow
Main Triggers: Success Metrics or Product Usage
On the off chance that you monitor client success metric measurements, you have a prime opportunity for a workflow process opportunity staring you in the face. For instance, in case you’re attempting to develop your stockpile of client and consumer case studies, we can consequently and automatically trigger an email that inquires as to whether they would be interested in being included as an example of overcoming adversity, and written up as a success story once certain client achievement measurements were met.
Moreover, on the off chance that you do monitor clients’ item selection or highlight feature utilization, we can could trigger a workflow process for clients who are displaying low product engagement, giving resources that teach and prepare them on the best way to utilize the products features they are not exploiting to the fullest potential.
13. Upcoming Purchase Reminder Workflow
Main Trigger: Purchase Made on a Cycle
Does your contacts database incorporate clients who normally buy on a purchase cycle? We can enter those individuals into a workflow process that gets activated when they make a buy.
For example, suppose you offer eye care items, and a client buys a six-month supply of remedy contacts. We enlist that client into a workflow process that sends them a mechanized email five months after the fact as an update that their half year supply is going to run out, and it may be an ideal opportunity to arrange another group of contacts.
These are some workflows that are effective for Email marketing at that we use with our clients. Can you think of any other Email marketing workflows that have been successful for your business?