Methods to Set Up Automated E-mail marketing Workflows (+ Examples)

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Without email marketing software, your marketing team is missing out on main opportunities to nurture plus engage your customers and existing contacts.

In this article, we will review common types of email marketing automation, the various tools to help you establish and maintain an email marketing automation strategy, and different automation triggers you may implement at your company. However, let’s begin by answering the most important question: what is email automation?

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Email Automation

Email automation helps convert leads straight into customers, delight current customers, and encourage activity like better product adoption, upsells, evangelism, and additional buys.

 
E-mail marketing automation eliminates time-consuming tasks, such as planning email lists, sending common messages, or booking events manually. This provides marketers and salesmen more time to work upon projects that actually need their attention (or cannot be fully automated).

Email marketing automation is centered around workflows that are a pre-determined, activated set of actions most likely directing your automation software to take to suit your needs.

Now why don’t look at how this process actually works.

 
Professional tip: While you function with the following steps, maintain the teachings from this movie on email marketing in your mind — many of the topics covered below are also touched on within the video and vice versa — in fact, your email marketing automation is part of your own email marketing strategy.
 

1 . Select email automation software.

There are a number of email automation software available today — the key is certainly selecting the option that works best for your business and goals.

With regard to this article, we’re going to function with the following steps in this section by looking at HubSpot’s Marketing Automation tool.

But here are some more tools for your consideration with their main features and advantages to give you an idea of what these tools are capable of.

Email Marketing Automation Tools

1 ) HubSpot Marketing Software

email marketing automation software: hubspot marketing automation

Best email marketing automation software with regard to: Automating email campaigns and personalizing them using incorporated CRM contact information to move prospects over the funnel.

Price: Free of charge, $45/mo (Starter), $800/ mo (Professional), $3, 200/ mo (Enterprise)

With HubSpot’s Advertising Automation Software, you can automate your email drip campaigns with no code. Select sets off, conditions, and actions so your emails are usually sent to the right viewers members at the correct time.

Set your email advertising campaign workflows to targets so you’re able to track and analyze their own success. And speaking of workflows, you can imagine, customize, and customize them to help you target every individual inside your contact database.

(You can also use HubSpot to handle a number of other tasks aside from email such as direct scoring, lead revolving, setting up web hooks, etc . )

Pro Tip: Use HubSpot’s Marketing Automation software program to automate plus personalize email campaigns to maneuver prospects down the channel and generate skilled leads.

second . Versium Reach

email marketing automation software: Versium Reach

Best email marketing software software for: B2B businesses that want to portion their customers in order to more effectively reach all of them across a variety of advertising channels including email.

Price: $300/mo (Tier One), $500/mo (Tier Two), $750/mo (Tier Three)

Versium Reach allows you to create target viewers that you can use across various marketing platforms (such HubSpot) and channels to help you effectively target and reach those groups through your e-mail (and other digital) campaigns.

Versium Reach helps you imagine and segment your customers so you can tailor your email campaigns to them no matter which stage of the potential buyer’s journey they’re in.

The tool also helps you maintain a cost-effective leads generation strategy — Versium gives you the ability to experiment with a single data source intended for better-performing customer sections.

3. Mailchimp

email marketing automation software: mailchimp Best email marketing automation software for: Connecting your own ecommerce platform to your email platform so you can target customers depending on purchase behaviors.

Price: Free, $9. 99/mo (Essentials), $14. 99/mo (Standard), $299/mo (Premium)

Mailchimp makes it easy to provide personalized and relevant messages and purchase pathways to individuals based on their contact details and how they connect to your company. Send-time optimization then schedules your emails to be delivered when your customers are most likely to engage with them.

Mailchimp offers a number of ecommerce integrations (e. g. WooCommerce, Shopify) so you can connect your online store to the e-mail tool — in this way, you can target customers based on their purchases.

Mailchimp offers six main sorts of email automation for making your team a lot more productive and effective — these include 1) customer journey software, 2) behavior software, 3) transactional e-mail automation, 4) postcard automation, 5) date-based automation, and 6) RSS-to-email automation.

4. Moosesend

email marketing automation software: moosesend Source

Best email marketing automation software to get: Managing several email campaigns and mailing lists, and developing any condition mixtures to segment your audience.

Price: Free, $8/ month (Pro), custom price (Enterprise)

Moosesend is an email marketing system for managing several email campaigns and mailing lists. Design and A/B test responsive emails and newsletters to make sure they effectively target your audience.

Personalize your email messages by creating any kind of condition combinations to be able to segment your target audience based on the specific behaviors you care about on both your emails and your website.

Be familiar with success of your e-mail marketing campaigns with Moosend’s analytics dashboard — track email starts, clicks, social stocks, unsubscribed, and more.

2 . Identify that you’re sharing your own email campaigns with.

Determine who you need to send your email messages to. For example , you might use lifecycle stages to group your email recipients — for upsell strategy, you send email messages to existing customers who have not purchased a particular product yet.

Your e-mail marketing tool should be able to assist you to efficiently segment your clients ahead of your campaign using the criteria you’ve decided upon. Again, your contact data in your CRM ought to help with this — for instance, in HubSpot, segment your e-mail recipients by lifecycle stage.

a few. Determine your email campaign’s goal.

Your email marketing is only as good as your strategy — so ensure you understand exactly why you’re getting in touch with these individuals. Do you want them to buy something? Understand something? Do something?

Once you answer this particular question, you can determine the messaging you should take them from exactly where contacts are currently to where you want these to go.

You might also need to plan for what goes on when you succeed.

For example , imagine the 10-email series to get prospects to ask for a consultation. Prospect The converts within the first email. If Customer A continues to receive emails telling these to do what they already have already done, they’ll get frustrated.

In HubSpot, if you define your objective, it will unenroll any kind of contacts who meet the goal. email marketing automation tool: define your workflow goal

4. Set enrollment criteria.

Enrollment criteria refer to the qualifications that must be met for a contact to become entered into a work flow.

If you’re using HubSpot Workflows, for example , you can create personalized, automated email workflows that can get activated in a number of different ways — when a contact will get added to a list, submits a form on your site, clicks a link within an email, views a page on your blog, ticks on one of your ads, or becomes a marketing qualified lead.

You can even set up email workflows based on any information you might have about the contacts inside your marketing database, like page views, e-mail or social media keys to press, content downloads, contact properties, or any combination of these and more.

5. Determine which processes you want to automate with Workflows.

If you were manually emailing these connections, what would you do? Think of your email marketing workflows as plans that outline every action your device will take for you.

For instance, in HubSpot, specify which activities you want the software to take. Examples of automatable activities are:

  • Sending an email.
  • Scheduling an email (and/or stalling it).
  • If/ then email branching.
  • Updating and syncing all email and contact information to your CRM.

email marketing automation software: Select your workflow action

six. Create your email campaign assets.

By this point, you know how many emails you would like to send, the general messages you’ll include in the emails, and which usually groups of customers the emails are going to.

Now ensure all of your email campaign possessions are created and accessible in your email software software so you can add them to campaigns.

make your assets available in hubspot

seven. Check your email software setup and run a test, if possible.

Some things to consider applying into your workflow posting process are:

  • Looking at your list of enrolled contacts pertaining to errors.
  • Making sure the number of enrolled contacts is what you’d expect.
  • Considering your own workflow chart plus use cases.
  • Checking your “Send” settings.

Within HubSpot, you can test your workflow to ensure the software you plan to set reside is working because planned.

email marketing automation software: test your automation to make sure it's working

8. Make our email automation workflow live and monitor its progress.

Once if you’re happy with the workflow, set it reside.

Mistakes can occur, so monitor meant for anomalies. Don’t be scared to adjust as necessary to resolve issues or improve the performance of your email automation work flow — similar to your other marketing strategies, this is also an iterative process.

Additionally , you can always increase upon your workflows to aid other business goals. Use them to handle other actions like setting or cleaning a contact real estate value, updating the contact’s lifecycle stage, adding/removing a contact from a list, as well as other administrative tasks that allow for more focused, effective marketing to your prospects and customers.

15 Samples of Email Marketing Automation Workflows You Should Try

At this point let’s walk by means of some examples of automatic email workflows you can set up to start getting more out of your connections database and marketing and advertising automation software.

1 . Topic Workflows

Main activates: Page views or even content offer downloading.

Create a workflow for each of the industry-related topics you make content about.

Imagine you’re the unicorn breeder whose main content topics include unicorn diet programs, unicorn gear, plus unicorn boarding. Then you may bucket your content marketing and advertising offers (e. g. ebooks, webinars, packages, etc . ) plus blog posts by these types of topics. You could also develop an email workflow for every topic and then trigger the appropriate workflow when one of your contacts sights a page or downloads an offer centered close to that topic.

Trigger a articles download workflow depending on a form submission from the tool conversion device like HubSpot’s Free Marketing & Lead Generation Software. To result in an automated work flow in HubSpot, you can use the “Lead Stream Submission” option because the starting condition.

So if a get in touch with downloaded your e-book called 10 Tips for balanced Unicorn Diet , your “unicorn diet” workflow would be triggered, sending that get in touch with more helpful content, such as blog posts explaining unicorn dietary guidelines.

2 . Blog Subscriber Welcome Workflow

Main induce: Subscription to your blog.

Give your own brand new blog clients a nice, warm accepted with a blog welcome email. Use this e-mail to thank contacts for subscribing, remind them what might get out of reading your website, review their subscription settings (and allow them to make adjustments), plus promote your blog’s best-performing articles or additional offers.

(Get tips for creating a successful blog welcome email here, and learn more about optimizing welcome emails here. )

3. New Customer Welcome/ Training Work flow

Main result in: Lifecycle stage.

While we’re on the subject of warm welcomes, think about setting up a series of encouraged emails when a contact converts into a paying customer, which you can activate when a contact’s lifecycle stage gets up-to-date to “customer. inch

Not only is a great way to kick off your customer relationship on the positive note, but it can also keep your clients engaged after they buy. And if your service or product requires a little exercising on your customers’ part, use this workflow as an opportunity to introduce useful training materials on an incremental basis.

4. Engaged Contact/ Evangelist Workflow

Main triggers: Visits, clicks, or form submissions.

Build a smart/ dynamic checklist that automatically up-dates to include contacts you have really engaged.

To create this list, use trigger requirements such as a high threshold of visits to your website, clicks on your email messages or social media content, or form submissions. Then create a message workflow to influence this list as a way to encourage evangelism of your top content within social media.

Because contacts are extremely engaged with you currently, they’re more likely to share your top articles. You can also consider incorporating list criteria to pull in contacts with a certain number of Twitter followers to leverage the ability of those social media influencers in your database.

5. Lead Nurturing Workflow

Main trigger: Multiple top-of-the-funnel conversion events.

If a contact has downloaded several of your top-of-the-funnel marketing offers like ebooks and webinars, it might be a sign that they’re ready for a little more. Set up workflows that will help advance these types of contacts further over the funnel.

If the contact is a business lead, send them emails containing more middle-of-the-funnel content that can improve them to a marketing qualified lead (MQL) or an opportunity in your sales process.

This workflow may include content and webpages you’ve identified through an attribution document analysis as important in converting prospects into customers — perhaps content like customer success stories/case studies, free trial offers, or product demonstrations.

6. Inner Sales Rep Notification Work flow

Main activates: Bottom-of-the-funnel page views/ conversion events.

On any given internet site, there are certain page appointments and conversion events that indicate a lot more product interest compared to others.

Initial, identify these web pages and conversion events using an attribution confirming tool like HubSpot. You’ll notice that, most of the time, the pages you unearth will be your own pricing page, item pages, etc . — the pages that your contacts view whenever they’re truly contemplating your products or services.

Use workflows right here to trigger an internal email notification to your sales rep to inform them of these high-value routines. Using personalization, provide the rep all the information they need about the lead under consideration, including relevant mid- and bottom-of-the-funnel content that they can send towards the lead in their outreach email. This allows you to connect sales repetitions with the best possible prospective customers at the right period.

7. Re-engagement Workflow

Primary trigger: Inactive contacts.

Reawaken inactive contacts with a re-engagement workflow, enrolling contacts once they’ve fulfilled certain list criteria.

For example , you could set conditions like the length of time since their particular last form submission, website visit, or email click, triggering the email once it’s been a while since the contact last involved with you.

In your workflow, try sending them an exclusive provide or coupon to obtain them excited about your company again. For more advice on launching an effective e-mail re-engagement campaign, take a look at this post.

6. Event Workflow

Main trigger: Sign up or attendance.

Hosting a live, in-person, or virtual event? Use email workflows to automate your communication to event registrants and attendees before, during, and after the event.

For instance , create a workflow that will delivers important information registrants should know leading up to the event, such as hotel lodging and agenda information for live occasions, or webinar log-in information for on the internet events.

When the event ends, set up a workflow that gives attendees online entry to session slides plus continues to nurture these additional content or promotion for future events.

9. Abandoned Shopping Cart Workflow

Primary trigger: Shopping cart desertion.

If you’re an ecommerce business, you will probably benefit from an deserted shopping cart workflow.

The concept here is easy: When someone adds an item to their to shop online cart but leaves your site without finishing the purchase, you can trigger an email work flow that reminds all of them of their forgotten buy. By offering a special discount code or even incentive to buy, a person motivate the individual to come back to your website in order to finish the transaction.

10. Upsell Workflow

Main activate: Past purchases.

Communication with your customers shouldn’t stop once they make a purchase. This is especially true if you sell a variety of various products and/or services. Use workflows to help you upsell or even cross-sell existing customers.

Create dynamically updating lists of contacts who purchase a certain product or mixture of products — and create workflows aimed at recommending other products/ solutions or encouraging upsells or add-ons.

11. Customer Joy Workflow

Primary trigger: High or low NPS scores.

If you apply regular Net Marketer surveys of your client base, you can use customers’ Net Promoter Ratings as a property to trigger workflows.

Simply determine what your own ideal customer pleasure score is, and use that since the threshold for your dynamic list of happy clients. Then trigger a workflow for customers along with “happy” scores and reward them with exceptional content, offers, or even discounts.

Induce a different workflow for your “unhappy” customers that includes content/offers aimed at assisting to improve their happiness.

You can even segment unsatisfied customers by the specific reasons they’re sensation unsatisfied — after that, send them much more targeted workflows aimed at addressing their problems.

12. Consumer Success/ Engagement Work flow

Main activates: Success metrics or even product usage.

If you keep track of client success metrics, there is a prime workflow possibility on your hands.

For example , if you’re endeavoring to build up your menu of customer case studies, automatically bring about an email that asks customers if that they had be interested in being featured as a success tale once certain consumer success metrics were met.

In addition, if you track of consumers’ product adoption or feature usage, you can trigger a work flow for users that are exhibiting low product engagement, providing sources that educate and train them in order to use the product features they’re not benefiting from.

13. Forthcoming Purchase Reminder Work flow

Main induce: Purchases made on the cycle.

Did your contacts database consist of customers who usually purchase on a cycle? Enter those people into a workflow that gets triggered when they buy.

For instance, let’s say you sell attention care products, and a customer purchases a six-month supply of prescription contacts. Enroll that consumer into a workflow that will sends them a good automated email 5 months later once again that their six-month supply is about to operate out, and it may be time to order a new batch of connections.

14. Customer care or Ticket Work flow

Main Result in: A customer or potential customer contacts customer service via email or an online form.

Sometimes, your customers or prospects might have trouble making use of your free or paid software. When this happens, fielding a bunch of customer service emails and messages can take tons of valuable time from the schedule.

One way to avoid this is to produce a workflow that becomes customer concerns straight into tickets that can be classified, labeled, and assigned to customer service reps on your team. These tickets can also help you keep track of ongoing issues as well as when issues with a customer or prospective client are resolved.

15. Deal-Based Workflows

Main Result in: When someone e-signs a quote or even contract.

Closing the deal is obviously crucial to successful marketing and sales. Automating little aspects of this process, like emails someone could easily get after signing an agreement or quote page with you, allows your own sales reps more time to nurture the client over the phone, during demos, or through other messages.

With a deal-based work flow, you can trigger verification emails when a possibility becomes a client or qualified lead by signing a estimate or contract. With systems like HubSpot, you can also set the particular workflow to change the particular contact’s status to show where they are within the lifecycle.

Automate Your Email Marketing Promotions

Email marketing software increases efficiency and gives your team back again valuable time that can be spent on customers and other function that requires their interest.

Additionally , the procedure helps optimize your own email marketing strategy plus personalize email happy to increase its effectiveness among your potential audience and customers.

Identify your ideal email marketing automation device and begin setting up the particular workflows your team needs.

Editor’s Note: This awesome article was originally published in September this year and has been updated for freshness, accuracy, and comprehensiveness.

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