Set Up Automated E mail Advertising Workflows (+ Examples)

With out e-mail advertising and marketing automation, your advertising and marketing crew misses out on main alternatives to nurture and interact your audience and contacts.

On this article, we’ll assessment widespread forms of e-mail advertising and marketing automation, the instruments that can assist you set up and preserve an e-mail advertising and marketing automation technique, and completely different automation triggers you might implement at your organization. However first, let’s start by answering essentially the most essential query: what’s e-mail automation?

E mail Automation

E mail automation helps convert leads into prospects, delight current prospects, and encourage actions like better product adoption, upsells, evangelism, and extra purchases.

High 7 E mail Advertising Instruments To Automate Emails & Get Clicks!

Why must you do automated e-mail advertising and marketing?

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

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

1. Choose e-mail automation software program.

There are a number of e-mail automation software program in the marketplace right now — the hot button is choosing the most suitable choice for your enterprise and targets.

For the sake of this text, we’ll work by means of the next steps on this part by HubSpot’s Advertising Automation software.

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

E mail Advertising Automation Instruments

• HubSpot Advertising Automation: Finest e-mail advertising and marketing 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, circumstances, 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 may as well use HubSpot to automate many different duties in addition to e-mail, similar to lead scoring, lead rotating, webhooks, and so forth.)

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

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

Value: Contact for pricing

Versium Attain permits you to create goal audiences that you need to use throughout numerous advertising and marketing 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.

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

• Mailchimp: Finest e-mail advertising and marketing 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 prospects are most certainly to have interaction with them.

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

Mailchimp gives six major forms of e-mail automation to make your crew 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 and marketing 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 and marketing 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 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 and marketing campaigns with Moosend’s analytics dashboard — observe e-mail opens, clicks, social shares, unsubscribed, and extra.

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

Decide who you need 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 current prospects who haven’t bought a specific product but.

Your e-mail advertising and marketing software ought to give you the chance that can assist you effectively phase your prospects forward of your marketing campaign utilizing the factors you’ve got determined upon. Once more, your contact information in your CRM ought to assist with this — as an illustration, in HubSpot, phase your e-mail recipients by lifecycle stage.

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

Your e-mail advertising and marketing 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? Be taught one thing? Do one thing?

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

You additionally need to plan for what occurs if you succeed.

For instance, think about a 10-email collection 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 will get pissed off.

In HubSpot, if you happen to outline your objective, it should unenroll any contacts who meet the objective.

4. Set enrollment standards.

Enrollment standards discuss 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 possibly can create customized, automated e-mail workflows that may get triggered in a variety of alternative ways. This could appear like a contact added to an inventory, submitting a type in your web site, clicking a hyperlink in an e-mail, viewing a web page in your weblog, clicking on one in every of your adverts, or turning into a advertising and marketing certified lead.

You may as well arrange e-mail workflows primarily based on any data you have got concerning the contacts in your advertising and marketing database, similar 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 need to automate with Workflows.

In case you had been manually emailing these contacts, what would you do? Consider your e-mail advertising and marketing workflows as blueprints that define every motion your software will take for you.

As an illustration, specify which actions you need the software program to soak up 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 phone information to your CRM.

6. Create your e-mail marketing campaign belongings.

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

Now it’s time to make sure your whole e-mail marketing campaign belongings are created and obtainable 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 take a look at, if potential.

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

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

In HubSpot, you’ll be able to take a look at your workflow to make sure the automation you propose 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 and marketing methods, that is additionally an iterative course of.

Moreover, you’ll be able to frequently develop upon your workflows to help different enterprise targets. Use them to automate different actions similar 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 and marketing to your prospects and prospects.

E mail Advertising Automation Examples

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 advertising and marketing automation software program.

1. Subject Workflows

Principal 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 major content material matters embody unicorn diets, unicorn gear, and unicorn boarding. Then you can bucket your content material advertising and marketing gives (e.g. ebooks, webinars, kits, and so forth.) and weblog posts by these matters. You could possibly additionally create an e-mail workflow for every subject after which set off the suitable workflow when one in every 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 type submission from a software conversion software like HubSpot’s Free Advertising & Lead Technology Software program. 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 Eating regimen, your “unicorn food plan” workflow can be triggered, sending that contact extra useful content material, similar to weblog posts describing unicorn dietary ideas.

2. Weblog Subscriber Welcome Workflow

Principal 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, assessment their subscription settings (and permit them to make changes), and promote your weblog’s best-performing articles or different gives.

(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

Principal set off: Lifecycle stage.

Whereas we’re as regards to heat welcomes, think about establishing a collection 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 optimistic be aware, however it could actually additionally preserve your prospects engaged after they purchase. And in case your services or products requires a bit coaching in your prospects’ half, use this workflow as a chance to introduce useful coaching supplies on an incremental foundation.

4. Engaged Contact/ Evangelist Workflow

Principal triggers: Visits, clicks, or type submissions.

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

To create this listing, use set off standards similar to a excessive threshold of visits to your web site, clicks in your emails or social media posts, or type submissions. Then create an e-mail workflow to leverage this listing 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 prone to share your prime content material. You may as well think about including listing standards to tug in contacts with a sure variety of Twitter followers to leverage the facility of these social media influencers in your database.

5. Lead Nurturing Workflow

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

If a contact has downloaded a number of of your starting stage advertising and marketing gives like ebooks and webinars, it is perhaps an indication that they are prepared for a bit extra. Arrange workflows that assist advance these contacts additional by means of the flywheel.

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

This workflow could embody content material and internet pages you’ve got recognized from an attribution report evaluation as influential in changing leads into prospects — maybe content material like buyer success tales/case research, free trial gives, or product demos.

6. Inner Gross sales Rep Notification Workflow

Principal 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, determine these pages and conversion occasions utilizing an attribution reporting software like HubSpot. You’ll discover that, most of the time, the pages you unearth will likely be your pricing web page, product pages, and so forth. — the pages that your contacts view after they’re really contemplating your services or products.

Use workflows right here to set off an inner 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’ll ship to the lead of their outreach e-mail. This lets you join gross sales reps with the very best leads on the proper time.

7. Re-engagement Workflow

Principal set off: Inactive contacts.

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

For instance, you can set circumstances such because the size of time since their final type 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 tips on launching an efficient e-mail re-engagement marketing campaign, take a look at this publish.

8. Occasion Workflow

Principal 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 necessary data registrants ought to know main as much as the occasion, similar 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 provides attendees on-line entry to session slides and continues to nurture them with further content material or promotion for future occasions.

9. Deserted Buying Cart Workflow

Principal set off: Buying cart abandonment.

In case you’re an ecommerce enterprise, you may possible profit from an deserted purchasing cart workflow.

The idea right here is easy: When somebody provides an merchandise to their on-line purchasing 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 inspire the person to return to your web site to finish the transaction.

10. Upsell Workflow

Principal set off: Previous purchases.

Communication along with your prospects should not cease after they make a purchase order. That is very true if you happen to promote numerous 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 product — or mixture of merchandise — and create workflows geared toward recommending different merchandise/ providers or encouraging upsells or add-ons.

11. Buyer Happiness Workflow

Principal set off: Excessive or low NPS scores.

In case you administer common Web Promoter surveys of your buyer base, you need to use prospects’ Web Promoter Scores as a property to set off workflows.

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

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

You possibly can even phase sad prospects by the particular causes they’re feeling unhappy — then ship them much more focused workflows to handle their points.

12. Buyer Success/ Engagement Workflow

Principal triggers: Success metrics or product utilization.

In case you preserve observe of buyer success metrics, you have got a chief workflow alternative in your palms.

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

Moreover, suppose you observe prospects’ product adoption or characteristic utilization. In that case, you can set off a workflow for customers exhibiting low product engagement, offering assets that educate and prepare them on utilizing the product options they are not benefiting from.

13. Upcoming Buy Reminder Workflow

Principal set off: Purchases made on a cycle.

Does your contacts database embody prospects who usually buy on a cycle? Enter these folks 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 is perhaps time to order a brand new batch of contacts.

14. Buyer Service or Ticket Workflow

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

Your prospects or prospects may 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 solution to keep away from that is to create a workflow that turns buyer considerations into tickets that may be categorized, labeled, and assigned to customer support reps in your crew. These tickets may show you how to observe ongoing issues and when points with a buyer or prospect are resolved.

15. Deal-Primarily based Workflows

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

Sealing the deal is vital to profitable advertising and marketing and gross sales. Automating small features 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 cellphone, 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 can even set the workflow to alter the contact’s standing to indicate the place they’re within the lifecycle.

Automate Your E mail Advertising Campaigns

E mail advertising and marketing automation will increase effectivity and provides your crew again priceless time that may be spent on prospects and different work that requires their consideration. Moreover, the method helps optimize your e-mail advertising and marketing technique and personalize e-mail content material to extend its effectiveness amongst your audience and prospects.

Determine your best e-mail advertising and marketing automation software and start establishing the workflows your crew wants.

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