Internet marketing has come a long way since the web first began. While many different strategies have been developed throughout the years email marketing is still the most effective. A recent study done by McKinsey And Company has shown that email marketing is up to 40% more effective than social media marketing. Efficiency, coupled with ease of use and low investment cost, continue to make Email the preferred strategy for many online businesses.
Having an online presence means being online 24 hours a day. Unfortunately, it is not possible to respond to customer inquiries at all hours of the day. For this reason, many business owners have turned to automated email marketing solutions.
Here we will look at 6 workflows for automated email marketing and how to use them.
The Welcome Email: The welcome email is the very first point of contact between the business and the customer. This is usually triggered when an individual registers to a site, sign up to a newsletter, or purchases a product or service. “The welcome email is very important because it sets the tone of the client/business relationship early on. If the welcome email is sent to those who have registered or signed up to a website it provides the opportunity to nudge them closer to making a purchase” writes Glen Schumer, a marketer at Boomessays and Australianhelp. The welcome email is the first step in the classic internet-based business work funnel.
Topic Workflow/Download Email: The workflow email is an email, or series of emails, which are sent based on a trigger; some predetermined set of criteria that must occur before the email or email chain is sent. A common trigger is a download of a program, visiting a link, or any other action. For example, a user downloads a free version of the software which triggers a workflow email that aims at pushing them towards purchasing the paid version. Once the user spends a certain amount of time using the program, enough to appreciate it, another email may be sent outlining the types of features that the paid version has.
Trial Sign Up Email: An email should be sent out when a user downloads a trial or limited features version of the software. This email should begin by outlining the basics of how to use the software or service as well as tips on how to use certain features. “The signup email is an important part of the automated email campaign because it further strengthens the user’s relationship with the product and business.” writes Jason Sheer, a business writer at Paperfellows and Stateofwriting.
Lead Nurturing Email: The purpose of a lead nurturing email is to establish trust between a potential customer and a company’s product or service. For most people, this is where they are really trying to get to. The steps before this, and any other content created, were all purposed for generating new leads. The nurturing email is where one takes those leads and begins the process of truly trying to convert them into sales. The nurturing email is where the lead is convinced and educated about the value of the product or service being offered. It attempts to convince the lead that what is being offered is something that will meet or exceed their current needs. The nurturing email aims at closing the sale.
Re-Engagement Email: Sometimes subscribers go cold, they are still subscribed to a mailing list or registered on a company’s website but no longer express interest in the product or service. Other times people unsubscribe altogether. There is a wide variety of reasons why this can happen and it doesn’t matter what it is for each case. It matters only that an email is sent to inform them of what they have missed out on.
Abandoned Cart Email: Commonly, leads will fill out the order form but not complete the purchase. This could be for a variety of reasons: they became distracted, they wanted to see how much shipping would cost, or had a last-minute change of heart. The abandoned cart email re-engages these users with a prompt to complete the purchase. A slight discount is usually offered here to further entice the individual to go back and finish the purchase.
All these emails are important steps in the email marketing chain. For any site with even a decent amount of traffic performing all these manually requires a great deal of time and is unnecessary considering automated options exist.
Molly Crockett is an expert marketing and business writer at Ukwritings and Essayroo. Molly has written content for a wide variety of businesses and niches and is always ready to advise owners and managers looking to improve their business practices. She regularly tutors young people at Academized where she helps them develop their writing and research skills.