Automate your marketing with 5 ready-to-implement campaigns
In short, marketing automation is software that automates and measures marketing tasks. By defining workflows, repetitive tasks are converted into automated operations, which can be executed by an automation platform. That allows us to respond in real-time to the actions of our leads, which in turn gives them a highly personal experience. Marketing automation has proven to generate more conversions and fetch a higher revenue. In fact, it’s a win-win situation, both for you and your customer: it improves your efficiency and productivity, and it creates a customized experience for your subscriber. Below, we give you 5 examples of automated campaigns that you can implement in your strategy.
The welcome email is like going on a first date: you only have one chance to make a good first impression. It’s the first interaction you have with your subscribers, so you definitely want to give them a positive feeling. Ideally, you create a series of 3 to 5 welcome emails. These emails can each have a different goal: provide extra information, offer something valuable, build trust, explain the next steps, … This way, you nurture your subscriber during a short period of time, by showcasing your products and services. It may prove to be just what your subscriber needs to proceed to a purchase.
Marketing automation helps you decide which email you should send out, following a predefined timeline. You can respond to your users’ sign-up in real-time, by immediately sending them a first welcome email. Depending on which CTA is clicked, a second email is triggered, with content that is perfectly adapted to the chosen CTA. A highly effective technique to add some time/content-related customization.
Another classic automated email can help you re-engage people who abandoned their online shopping cart, without actually buying something. The strength of this mail lies in the high degree of personalization. The content of your email can be fully customized to whatever the potential customer left in their cart, but you can also play with unique and creative subject lines. The goal of this email is obvious: remind the user of the shopping cart and convince them to purchase the items left in there. If you can lead your prospect back to your website, the chances they actually decide to buy are fairly high. Results prove that this automated email is a classic strategy to boost your ROI.
Marketing automation flows help you set triggers, which are activated when someone leaves a filled shopping cart unpaid. This could be a in the form of a targeted reminder, just a couple of days after the potential customer visited your webshop. Still not convinced? Try sending out another reminder, highlighting all the benefits of the item the person intended to buy or include a last-minute discount voucher.
If the abandoned cart email does its job, follow up on the purchase with a new automated email. This follow-up email can take various forms. Send out a survey to ask about the customer’s experience with the order process or the purchased items. It’s an easy way to gather valuable insights that make your webshop 100% user-friendly. You can also collect personal data, which will enable you to build more detailed and targeted automated workflows.
And why not show your interest in the buyer’s opinion by asking them for a short review of the product. User-generated reviews are an information source for other potential buyers to make the final decision to buy. Moreover, when you know what your users like, you can also send them a follow-up email with related product recommendations. It’s a great way to explore your up and cross-selling options. Just like the abandoned cart email, you can highlight the personal aspect with a creative subject line. Tip! Add a sense of urgency or exclusivity to the email: it may convince the reader to decide faster.
The automated workflow for follow-up emails varies according to the nature of the email. If you want to send a survey to all first-time buyers, the workflow will be quite easy to build. If you want to send product recommendations, the workflow will be somewhat more elaborate, depending on the item your customer bought. But whatever the workflow you use, automation helps you send personalised and targeted emails that establish fruitful and long-term relationships with your customers
Another best practice in automation is the birthday email. If your users submitted their birth date on your sign-up form, why not take advantage of that? A personal birthday email makes your subscriber feel real special. The primary goal of this email is to deepen the relationship, rather than generate clicks. On the other hand, when you offer a special birthday gift — let’s say, a festive discount — you’ll see clickthrough rate go up. Don’t have your contacts’ birth dates in your database? No worries, you can set up something similar with the date of subscription, for example.
Automation helps you keep track of important dates, so you don’t have to spend time sending these emails manually. Just set up the workflow and go!
Loyalty program/reactivate inactive customers
There is a broad variety of customer loyalty programs. But all of them are based upon two main questions. One: what are the conditions for rewarding someone with a bonus? You can help them collect points with very purchase, add a levelled loyalty ranking based on the mount spent (from silver to platinum, for instance) or even build in some gamification with a member-only competition. The second question is: what type of bonus do you want to reward them with? You can grant them a special discount, add a free gift with the next purchase, provide a free service upgrade, … Loyalty emails help you show your appreciation and strengthen the relationship with your customers.
An example: give inactive customers the opportunbity to get to the top of your bonus ranking, by offering the a little encouragement to get there. Has it been a while since a customer bought something? It might be time to send out a re-engagement email. Don’t be afraid to go for the playful approach: use the loving relationship that you have and use phrases like thinking of you, miss you or — why not — Never gonna give you up. Add a special offer as a token of you love. Or simply ask why you haven’t heard for them in a while. That either puts the spark back into the relationship or it helps you collect valuable information.
Automation workflows help you keep track of the top notch customers who deserve to be rewarded. And they help you re-engage the buyers that limp at the back. Create a workflow based on time settings: if user X hasn’t been on our website since Y weeks, automatically send out email Z. Or work with specific tags or contact lists: if someone collected X number of buyer tags, we send them reward Y. The options are endless.
Automation in email marketing is a must for every marketeer. As illustrated, there are quite a few options to automate the emails that your company already sends. Start with the low-hanging fruit and work your way up to more elaborate automation workflows. Sending out automated emails will help you create targeted and personal experiences for your subscribers. By doing so, you will generate more conversion and improve your ROI. Once your workflows are up and running, you’ll have more time to focus on other tasks. A definite win for your efficiency and productivity.