Electronic mail advertising and marketing workflows will help you construct belief, pitch your services and products, and make gross sales on autopilot.
Right now 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 Electronic 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 in all probability protected to say that the most well-liked sort of e-mail advertising and marketing workflow is the welcome sequence that’s routinely despatched to each e-mail subscriber instantly after they affirm their subscription.
Different well-liked sorts 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 Electronic mail Advertising and marketing Workflows?
One-off broadcast emails are nice for when you could have a time-sensitive announcement (e.g., a flash sale).
Nevertheless, if they’re the inspiration of your e-mail advertising and marketing technique, then you might be nearly definitely:
- Losing assets comparable 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 could possibly be utilizing automated e-mail workflows as an alternative.
Ideally, relating to e-mail advertising and marketing, you need to automate every thing that may be automated in order that you could possibly preserve your assets whereas maximizing the ROI of your e-mail advertising and marketing campaigns.
Sure, e-mail workflows take time to arrange, however it’s a worthwhile funding that may repay in the long term!
Find out how to Setup an Electronic mail Advertising and marketing Workflow
Okay, so now that you simply perceive why e-mail advertising and marketing workflows are essential, how do you truly set one up?
Decide the Aim of Your Electronic mail Workflow
Each e-mail workflow must have a purpose. What are you making an attempt to realize?
- Enhance engagement?
- Promote a specific services or products?
- Create pleasure round your upcoming product launch in order that you could possibly have an enormous launch day?
Keep away from imprecise objectives like “enhancing model consciousness” as a result of that’s not one thing you’ll be able to measure.
Select a concrete goal that may be measured with particular metrics comparable to open charges, click-through charges, gross sales, and many others.
Design Your Electronic mail Workflow
After you have selected the purpose, it’s time to design an e-mail sequence that may show you how to obtain it.
Some elements to think about right here:
- Workflow size. It’s good to determine what number of emails to incorporate on this explicit workflow. Electronic mail workflow size can vary from a couple of 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 depends upon what you are attempting to realize.
- Workflow continuity. It’s good to contemplate every e-mail not simply from a standalone perspective but in addition from a sequence perspective. How does it decide up the place the earlier e-mail left off and set the stage for the subsequent e-mail? Just be sure you perceive the large image.
- Electronic mail frequency. You additionally have to determine at what intervals you’ll ship the emails on this sequence. Typically, for brief sequences which are clearly outlined, say, a welcome sequence, we suggest 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 a top level view of your e-mail workflow earlier than you begin producing the content material for it.
By the way in which, ClickFunnels 2.0 consists of templates for numerous e-mail workflows, which tremendously simplifies the workflow design course of.
Produce the Content material For Your Electronic mail Workflow
You’ll be able to both produce the content material your self or outsource it to an e-mail copywriter.
We suggest 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 a very powerful copy component of your e-mail so just remember to give it the eye it deserves. In any other case, even if you happen to get every thing else proper, it received’t matter as a result of the subscriber received’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 realized 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 Electronic mail Workflow
This may rely on what software program you might be utilizing.
Right here’s methods to do it in ClickFunnels 2.0:
Electronic mail Advertising and marketing Workflow Instance: The 6-Electronic mail Welcome Sequence
Right here’s the welcome sequence that we suggest sending to the potential buyer as soon as they provide you their e-mail tackle:
- Electronic mail #1: Who Are You? Introduce your self to the brand new subscriber.
- Electronic mail #2: The place Did You Come From? Share your origin story. How did you come to do what you do now?
- Electronic mail #3: What Do You Do? Clarify what it’s that you simply do. How does all of it work?
- Electronic mail #4: How Did You Achieve This Experience? Clarify what makes you certified to do what you do. Point out related training, credentials, and accomplishments.
- Electronic mail #5: Who Do You Do This For? Describe your dream prospects + share a case examine on the way you helped such an individual get the outcomes that they needed.
- Electronic mail #6: How Can You Do It For Me? Pitch your frontend supply and supply a hyperlink to its gross sales web page.
Alternatively, you need to use a “buffet” method, the place as an alternative of pitching one supply, you present an inventory 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 now have 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 use it to routinely tailor your e-mail content material to every subscriber based mostly on their habits with “if/then” guidelines.
Right here’s an instance:
The screenshot above depicts a easy e-mail workflow however you can also make them as complicated as you need.
We suggest 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 attainable.
For instance:
Think about that you simply promote three fitness-related on-line programs that target three completely different issues: shedding weight, gaining muscle, and fixing posture.
In that case, if you happen to solely have one lead technology funnel, it is sensible to go along with the beforehand talked about “buffet” method and checklist all three affords within the sixth e-mail of your welcome sequence.
You’ll be able to then use advertising and marketing automation to routinely tailor future e-mail content material to every subscriber based mostly on which hyperlink they click on.
Say, if somebody clicks by means of to the load loss course gross sales web page, however doesn’t buy it, you need to use that as a set off for a sequence of emails about weight reduction.
On condition that their habits has indicated an curiosity in weight reduction, it is sensible to ship them weight-loss content material as an alternative of muscle-building or posture stuff, proper?
Right here’s a basic rule of thumb that you must at all times bear in mind:
The extra related the e-mail, the upper its conversion charge.
So arrange these advertising and marketing automations!
Find out how to Mix Advertising and marketing Automation With Electronic mail Segmentation
Electronic mail segmentation is an e-mail advertising and marketing observe the place you create subscriber segments based mostly on numerous standards comparable to demographic info, subscriber habits, buy historical past, and many others.
It means that you can:
- Goal particular subscriber segments.
- Exclude particular subscriber segments.
You’ll be able to mix it with advertising and marketing automation and routinely section subscribers based mostly on their habits.
For instance:
Let’s proceed with the instance of promoting three fitness-related on-line programs.
Say, if a subscriber clicks on the load 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 advertise.
You are able to do that by making a subscriber section for individuals who have bought your weight reduction product after which establishing advertising and marketing automation so that everybody who buys it will be routinely added to that section.
This may make it straightforward to exclude them from each handbook broadcast emails and automatic e-mail workflows designed to promote that exact on-line course.
Setup Electronic 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 it’s essential construct a worthwhile on-line enterprise.
It features a highly effective e-mail advertising and marketing performance that you need to 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 suggests you can try our software program with none danger!
