Methods to Set Up Automated Workflows [Data]

With out electronic mail automation, your advertising and marketing workforce misses main alternatives to nurture and have interaction your target market and contacts.

On this article, we’ll assessment frequent kinds of electronic mail advertising and marketing automation, the instruments that can assist you set up and preserve an electronic mail advertising and marketing automation technique, and totally different automation triggers you could implement at your organization.

However first, let’s start by answering essentially the most essential query: what’s electronic mail automation?

What’s electronic mail advertising and marketing automation?

Why You Ought to Use Electronic mail Advertising

Electronic mail Automation and Advertising Statistics Entrepreneurs Ought to Know

The Advantages of Electronic mail Automation

Methods to Automate Electronic mail Workflows

Electronic mail Advertising Automation Examples

Automate Your Electronic mail Advertising Campaigns

What’s electronic mail advertising and marketing automation?

Electronic mail automation makes use of predefined guidelines to ship customized electronic mail messages based mostly on the particular actions a buyer takes or would not take. For instance, a buyer who simply accomplished a purchase order might obtain an automatic electronic mail from the shop suggesting different merchandise they might like.

One other frequent instance can be receiving an automatic electronic mail reminding you to take a look at the objects in your digital cart after you left a web site with out making a purchase order.

Electronic mail automation helps convert leads into clients, delight present clients, and encourage actions like larger product adoption, upsells, evangelism, and extra purchases.

What’s electronic mail advertising and marketing automation?

Electronic mail advertising and marketing automation executes automated, customized, and contextual electronic mail campaigns to enhance accuracy and influence and save time. The method might contain segmenting clients based mostly on behaviors or traits and sharing focused electronic mail campaigns with these teams accordingly.

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

Why You Ought to Use Automated Electronic mail Advertising

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

Electronic 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.

Electronic mail Automation and Advertising Statistics Entrepreneurs Ought to Know

• Electronic mail is essentially the most incessantly automated advertising and marketing channel with 65% of entrepreneurs leveraging electronic mail automation
• 71% of B2B entrepreneurs say they use automation of their electronic mail advertising and marketing efforts
• The variety of electronic mail customers worldwide is predicted to 4.6 billion by 2025, greater than half of the anticipated world inhabitants.
• In 2022 alone, 333.2 billion emails have been despatched per day.

The Advantages of Electronic mail Automation

Let’s take a deeper look into a number of the methods electronic mail automation can profit entrepreneurs.

1. Extra Seamless Workflow

Electronic mail automation permits entrepreneurs to ship emails to all of their clients shortly and effectively — permitting entrepreneurs to maneuver on to different duties whereas retaining clients glad.

In actual fact, 49% of gross sales and advertising and marketing professionals listed “time financial savings of repetitive duties” as one of many high three benefits of automation. 45% listed improved effectivity/ROI as one other benefit.

2. Higher Buyer Expertise

43% of entrepreneurs say enhancing buyer expertise is the primary benefit of leveraging advertising and marketing automation.

Automated emails will enable you to ship messages that delight clients, similar to incentives, useful reminders, and onboarding content material.

Maintaining common contact along with your clients will construct a greater relationship, enhance retention, and generate extra leads.

3. Improved Electronic mail Segmentation

Automated emails make it simpler to phase your electronic mail recipients based mostly on attributes, habits patterns, and engagement ranges. Doing so results in an elevated engagement charge, open charge, conversion charge, and click-through charge.

4. Fewer Errors

Even in the event you’re simply copying and pasting or reusing templates to your emails, there’s nonetheless room for error.

Happily, electronic mail automation has the power to map particular person person variables onto related parts of your templates — permitting you to ship customized emails straight away.

Now, let us take a look at how this course of really works.

Methods to Automate Electronic mail Workflows

1. Choose electronic mail automation software program.
2. Establish who you are sharing your electronic mail campaigns with.
3. Decide your electronic mail marketing campaign’s aim.
4. Set enrollment standards.
5. Decide which processes you wish to automate with Workflows.
6. Create your electronic mail marketing campaign property.
7. Examine your electronic mail automation setup and run a check if doable.
8. Make our electronic mail automation workflow dwell and monitor its progress.

1. Choose electronic mail automation software program.

There are a number of electronic mail automation software program available on the market as we speak — the hot button is choosing the best choice for your small business and targets.

For the sake of this text, we’re will work via the next steps on this part by HubSpot’s Advertising Automation device.

However listed below are a number of extra instruments to your consideration with their predominant options and advantages to offer you an concept of what these instruments are able to.

Electronic mail Advertising Automation Instruments

• HubSpot Advertising Automation: Greatest electronic mail advertising and marketing automation software program for automating and personalizing electronic mail campaigns with CRM integration.

Worth: Free

Get began with HubSpot’s electronic mail advertising and marketing without cost

With HubSpot’s Electronic mail Advertising Software program, you may create, personalize, and optimize your advertising and marketing emails by yourself. Entrepreneurs can craft skilled electronic mail campaigns that show completely on any machine.

You may also ship customized emails based mostly on the subscriber’s lifecycle stage, listing membership, or any info of their contact file. This permits for related topic traces, hyperlinks, attachments, and CTAs for all of your clients.

Moreover, the software program permits A/B checks to study which topic traces get essentially the most opens and which content material drives engagement and gross sales.

Professional Tip: Our electronic mail automation instruments are powered by your HubSpot CRM database, so the info used to customise your advertising and marketing emails are correct.

• Versium Attain: Greatest electronic mail advertising and marketing automation software program to visualise and phase clients.

Worth: Contact for pricing

Versium Attain lets you create goal audiences that you should use throughout numerous advertising and marketing platforms (like HubSpot) and channels that can assist you successfully goal and attain these teams via your electronic mail (and different digital) campaigns.

Versium Attain helps you visualize and phase your clients so you may tailor your electronic mail campaigns to them irrespective of which stage of the client’s journey.

The device additionally helps you preserve an economical lead technology technique — Versium lets you experiment with a single information supply for better-performing buyer segments.

• Mailchimp: Greatest electronic mail advertising and marketing automation software program for connecting e-commerce and electronic mail platforms.

Worth: Free Fundamental Plan, Necessities Plan; $13/month, Customary Plan; $20/month, Premium Plan; $350/month

Mailchimp makes it simple to ship customized and related messages and buy paths to people based mostly on their contact info and the way they work together along with your firm.

Ship-time optimization then schedules your emails to be despatched when your clients are almost definitely to interact with them.

Mailchimp gives many e-commerce integrations (e.g. WooCommerce, Shopify) so you may join your on-line retailer to the e-mail device — this manner, you may goal clients based mostly on their purchases.

Mailchimp gives six predominant kinds of electronic mail automation to make your workforce extra productive and environment friendly. These sorts are:

• Buyer journey automation
• Conduct automation
• Transactional electronic mail automation
• Postcard automation
• Date-based automation
• RSS-to-email automation

• Moosend: Greatest electronic mail advertising and marketing automation software program for managing a number of electronic mail campaigns and mailing lists.

Worth: Contact for pricing

Picture Supply

Moosesend is an electronic mail advertising and marketing platform for managing a number of electronic mail campaigns and mailing lists. Design and A/B check responsive emails and newsletters to make sure they successfully goal your viewers.

Personalize your emails by creating situation mixtures to phase your viewers based mostly on the particular behaviors you care about in your emails and your web site.

Perceive the success of your electronic mail advertising and marketing campaigns with Moosend’s analytics dashboard — monitor electronic mail opens, clicks, social shares, unsubscribed, and extra.

2. Establish who you are sharing your electronic mail campaigns with.

Decide to whom you wish to ship your emails. For instance, you would possibly use lifecycle phases to group your electronic mail recipients — for an upsell marketing campaign, you ship emails to present clients who haven’t bought a selected product but.

Your electronic mail advertising and marketing device ought to give you the option that can assist you effectively phase your clients forward of your marketing campaign utilizing the factors you have determined upon.

Once more, your contact information in your CRM ought to assist with this — for example, in HubSpot, phase your electronic mail recipients by lifecycle stage.

3. Decide your electronic mail marketing campaign’s aim.

Your electronic mail advertising and marketing is barely pretty much as good as your technique — so guarantee you already know precisely why you are contacting these people. Would you like them to purchase one thing? Study one thing? Do one thing?

When you reply this query, you may work out the messaging you must take them from the place contacts are at present to the place you need them to go.

You additionally must plan for what occurs while you succeed.

For instance, think about a 10-email collection to get prospects to request a session. Prospect A converts inside the first electronic mail. If Prospect A continues to obtain emails telling them to do what they’ve already accomplished, they’re going to get pissed off.

In HubSpot, in the event you outline your aim, it’ll unenroll any contacts who meet the aim.

4. Set enrollment standards.

Enrollment standards check with the {qualifications} that should be met for a contract to be entered right into a workflow.

Suppose you are utilizing HubSpot Workflows. You possibly can create customized, automated electronic mail workflows that may get triggered in a variety of other ways.

This could appear like a contact added to an inventory, submitting a kind in your web site, clicking a hyperlink in an electronic mail, viewing a web page in your weblog, clicking on considered one of your advertisements, or changing into a marketing-qualified lead.

You may also arrange electronic mail workflows based mostly on any info you could have in regards to the contacts in your advertising and marketing database.

This info can embrace web page views, electronic mail or social media clicks, content material downloads, contact properties, or any mixture of those and extra.

5. Decide which processes you wish to automate with Workflows.

Should you have been manually emailing these contacts, what would you do? Consider your electronic mail advertising and marketing workflows as blueprints outlining every motion your device will take.

As an example, specify which actions you need the software program to absorb HubSpot. Examples of automatable actions are:

• Sending an electronic mail.
• Scheduling an electronic mail (and/or delaying it).
• If/ then electronic mail branching.
• Updating and syncing all electronic mail and make contact with information to your CRM.

6. Create your electronic mail marketing campaign property.

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

Now it’s time to make sure all your electronic mail marketing campaign property are created and out there in your electronic mail automation software program so you may add them to campaigns.

7. Examine your electronic mail automation setup and run a check, if doable.

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

• Taking a look at your listing of enrolled contacts for errors.
• Guaranteeing the variety of enrolled contacts is what you’d anticipate.
• Contemplating your workflow chart and use circumstances.
• Checking your “Ship” settings.

In HubSpot, you may check your workflow to make sure the automation you propose to set dwell works as supposed.

8. Make our electronic mail automation workflow dwell and monitor its progress.

When you’re proud of 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 electronic mail automation workflow.

Just like your different advertising and marketing methods, that is additionally an iterative course of.

Moreover, you may frequently increase 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

different administrative duties that enable for extra focused, efficient advertising and marketing to your prospects and clients.

Electronic mail Advertising Automation Examples

Now, let’s stroll via some examples of automated electronic mail workflows you may set as much as begin getting extra out of your contacts database and advertising and marketing automation software program.

1. Matter Workflows

Essential triggers: Web page views or content material supply downloads.

Create a workflow for every of the industry-related subjects you create content material about.

Think about you are a unicorn breeder whose predominant content material subjects embrace unicorn diets, unicorn gear, and unicorn boarding. Then you would bucket your content material advertising and marketing gives (e.g. ebooks, webinars, kits, and so forth.) and weblog posts by these subjects.

You would additionally create an electronic mail workflow for every subject after which set off the suitable workflow when considered one of your contacts views a web page or downloads a suggestion centered round that subject.

Set off a content material obtain workflow based mostly on a kind submission from a device conversion device like HubSpot’s Free Advertising & Lead Technology Software program.

To set off an automatic workflow in HubSpot, you should use the “Lead Circulate Submission” choice because the beginning situation.

So if a contact downloaded your e-book referred to as 10 Suggestions for a Balanced Unicorn Weight loss program, your “unicorn food plan” workflow can be triggered, sending that contact extra useful content material, similar to weblog posts describing unicorn dietary suggestions.

2. Weblog Subscriber Welcome Workflow

Essential set off: Subscription to your weblog.

Give your model new weblog subscribers a heat welcome with a weblog welcome electronic mail. Use this electronic mail to:

• thank contacts for subscribing
• remind them what they’re going to get from studying your weblog
• assessment their subscription settings (and permit them to make changes)
• promote your weblog’s best-performing articles or different gives

Get suggestions for making a profitable weblog welcome electronic mail right here, and study extra about optimizing welcome emails right here.

3. New Buyer Welcome/ Coaching Workflow

Essential set off: Lifecycle stage.

Whereas we’re as regards to heat welcomes, take into account organising 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 a good way to kick off your new buyer relationship on a constructive be aware, however it may well additionally maintain your clients engaged after they purchase.

And in case your services or products requires a bit of coaching in your clients’ half, use this workflow as a possibility to introduce useful coaching supplies on an incremental foundation.

4. Engaged Contact/ Evangelist Workflow

Essential triggers: Visits, clicks, or kind submissions.

Create a wise/dynamic listing that mechanically 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 kind submissions.

Then create an electronic mail workflow to leverage this listing to encourage evangelism of your high content material on social media.

As a result of these contacts are extremely engaged with you already, they’re extra prone to share your high content material.

You may also take into account including listing standards to drag in contacts with a sure variety of Twitter followers to leverage the ability of these social media influencers in your database.

5. Lead Nurturing Workflow

Essential set off: A number of beginning-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 likely to be an indication that they are prepared for a bit extra. Arrange workflows that assist advance these contacts additional via 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 possibility in your gross sales course of.

This workflow might embrace content material and net pages you have recognized from an attribution report evaluation as influential in changing leads into clients.

Content material like buyer success tales/case research, free trial gives, or product demos might be thought-about.

6. Inside Gross sales Rep Notification Workflow

Essential 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, establish these pages and conversion occasions utilizing an attribution reporting device like HubSpot.

You’ll discover that, as a rule, the pages you unearth might be your pricing web page, product pages, and so forth. — the pages that your contacts view after they’re actually contemplating your services or products.

Use workflows right here to set off an inside electronic 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 in regards to the lead in query, together with related mid- and late stage content material that they will ship to the lead of their outreach electronic mail.

This lets you join gross sales reps with the absolute best leads on the proper time.

7. Re-engagement Workflow

Essential 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 would set situations such because the size of time since their final kind submission, web site go to, or electronic 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, strive sending them an unique supply or coupon to get them enthusiastic about your organization once more. For extra recommendations on launching an efficient electronic mail re-engagement marketing campaign, try this submit.

8. Occasion Workflow

Essential set off: Registration or attendance.

Internet hosting a dwell, in-person, or digital occasion? Use electronic 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 vital info registrants ought to know main as much as the occasion, similar to lodge lodging and agenda info for dwell occasions, or webinar log-in info 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 Purchasing Cart Workflow

Essential set off: Purchasing cart abandonment.

Should 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 website with out finishing the acquisition, you may set off an electronic mail workflow that reminds them of their forgotten buy.

By providing a particular low cost code or incentive to purchase, you encourage the person to return to your web site to finish the transaction.

10. Upsell Workflow

Essential set off: Previous purchases.

Communication along with your clients should not cease after they make a purchase order. That is very true in the event you promote numerous merchandise and/or companies. Use workflows that can assist you upsell or cross-sell present clients.

Create dynamically updating lists of contacts who buy a sure product — or mixture of merchandise — and create workflows geared toward recommending different merchandise/ companies or encouraging upsells or add-ons.

11. Buyer Happiness Workflow

Essential set off: Excessive or low NPS scores.

Should you administer common Web Promoter surveys of your buyer base, you should use clients’ Web Promoter Scores as a property to set off workflows.

Merely decide what your excellent buyer happiness rating is, and use that as the brink to your dynamic listing of completely happy clients.

Then set off a workflow for patrons with “completely happy” scores and reward them with unique content material, gives, or reductions.

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

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

12. Buyer Success/ Engagement Workflow

Essential triggers: Success metrics or product utilization.

Should you maintain monitor of buyer success metrics, you could have a primary workflow alternative in your fingers.

For instance, in the event you’re making an attempt to construct up your arsenal of buyer case research, mechanically set off an electronic mail that asks clients in the event that they’d be fascinated about being featured as a hit story as soon as sure buyer success metrics have been met.

Moreover, suppose you monitor clients’ product adoption or function utilization.

In that case, you would set off a workflow for customers exhibiting low product engagement, offering assets that educate and practice them on utilizing the product options they are not profiting from.

13. Upcoming Buy Reminder Workflow

Essential set off: Purchases made on a cycle.

Does your contacts database embrace clients who usually buy on a cycle? Enter these individuals right into a workflow that will get triggered after they make a purchase order.

As an example, 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 electronic mail 5 months later as a reminder that their six-month provide is about to expire, and it is likely to be time to order a brand new batch of contacts.

14. Buyer Service or Ticket Workflow

Essential Set off: A buyer or prospect contacts customer support through electronic mail or a web-based kind.

Your clients or prospects might need bother utilizing your free or paid software program. When this occurs, fielding a bunch of customer support emails and messages can take tons of helpful time out of your schedule.

One solution to keep away from that is to create a workflow that turns buyer issues into tickets that may be categorized, labeled, and assigned to customer support reps in your workforce.

These tickets may enable you to monitor ongoing issues and when points with a buyer or prospect are resolved.

15. Deal-Based mostly Workflows

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

Sealing the deal is essential to profitable advertising and marketing and gross sales. Automating small points of this course of 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 may set off affirmation emails when a prospect turns into a shopper or certified lead by signing a quote or contract.

With methods like HubSpot, you may as well set the workflow to vary the contact’s standing to indicate the place they’re within the lifecycle.

Automate Your Electronic mail Advertising Campaigns

Electronic mail advertising and marketing automation will increase effectivity and provides your workforce again helpful time that may be spent on clients and different work that requires their consideration.

Moreover, the method helps optimize your electronic mail advertising and marketing technique and personalize electronic mail content material to extend its effectiveness amongst your target market and clients.

Establish your excellent electronic mail advertising and marketing automation device and start organising the workflows your workforce wants.

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

 

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