Implementing an effective marketing automation strategy is crucial for improving customer relationships and conversions at an enormous scale. It effectively eliminates repetitive manual tasks by substituting automated solutions – which will undoubtedly save you lots of time!
But while it easy to get excited about marketing automation, it can be difficult to know exactly where to begin. As a matter of fact, the most significant barrier to marketing automation success is still a lack of an effective strategy.
Thankfully, marketing automation is both accessible and easy-to-use for businesses of all sizes! Here are seven marketing automation flows that are proven to be successful:
1. WELCOME EMAIL TO NEW SUBSCRIBERS
Welcome emails are a fantastic way to connect with new subscribers once they decide opt-in for your content.
Although this may seem obvious, a good welcome email is a MUST for any online newsletter because it establishes a connection right off the bat. You also can’t manually send an email to every new signup – especially if you have lots of users!
This is where marketing automation shines, as it allows you to automate new sign-up emails right after registration:
- It sets clear expectations
- It connects on a personal level
- It makes a great, trustworthy first impression
This email from Harry’s is just a simple Thank You note. It works because it leaves me with a positive impression and makes me want to engage more with the brand:
Alternatively, you can follow-up automatically on other automated flows, for instance, communicating 8 days after an online purchase, or after your recipient has clicked on something specific in an email or on your website.
2. BIRTHDAY OR MILESTONE EMAIL
Birthday emails are one of the most effective emails you can send. Not only does it have a 481% higher transaction rate than promotional emails – it also generates 342% higher revenue per email than promotional emails do. (Source: experian)
For instance, you can send a personal greeting on your customers’ birthdays, or a reminder about making a purchase for that special someone. These are only a couple of the many possibilities you have at your fingertips with automated flows.
Typically, birthday emails have a special deal, offer or free gift attached to them. This birthday email from Topshop offers a can’t-resist online coupon:
3. REWARD YOUR BEST CUSTOMERS
Wouldn’t it be awesome if you knew who your most loyal customers are?
With marketing automation, you can identify your most loyal customers through their interactions with your business. Highly engaged contacts are an invaluable resource for your business because they can work as an extension of your marketing team. By providing incentive for them to share promote your content it inevitably leads to more traffic for your website.
Sephora does an excellent job at this by rewarding their most loyal customers with special VIB status:
4. CLEAN YOUR LIST (RE-OPT-IN)
Keeping a clean email list is important if you want to achieve sustainable growth and high engagement with your email marketing campaigns. Although it may seem counter-intuitive, removing people from your list is great for several reasons:
- It improves engagement rates – by weeding out uninterested contacts, you can be sure that you’re only communicating with qualified leads
- It lowers your spam complaint and unsubscribe rates
- Both reasons result in a better sender score for you
A good point of reference for this might be any contact that has not opened one of your emails in over a year.
Then, you can send them an email telling them they will be removed from your email list unless they opt back in to receive your content. Easy as that!
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5. A, B or X?
A/B testing is a great method for figuring out the best online promotional and marketing strategies for your business. A/B testing allows you to try out different campaigns with a sample group from a contact list or segment, and then ensure the most-appropriate campaign (dependent upon the success criteria you decide) is sent out to the remainder.
Which campaign did better: A, B or X? Send the best one automatically to the rest of your contact list.
6. DOWNLOADABLE PIECE OF CONTENT
Getting new contacts and leads to join your email list is never a one-way street. If you want prospective customers to give you their information, you need to give them a reason to provide it!
Gated content is one of the best ways to gather information from qualified leads by providing something valuable in exchange. It could be anything from an eBook, video or webinar that you recorded:
Offering gated or downloadable content is an effective marketing strategy because it:
- Helps grow your email list by attracting people who are genuinely interested in your message and product
- Allows you to capture leads by making your content work for you
7. TRACKING & REPORTING
Marketing automation registers every action carried out by your recipients. You can see exactly how many people open your newsletters, what content they click on, who unsubscribes and which email addresses are no longer valid. Unsubscribes and bad addresses are automatically removed from your lists.
You can also see if the recipients open your emails on a desktop, a tablet or mobile phone. Most of all, marketing automation makes it super easy for you to understand how your campaigns perform.
READY TO GET STARTED?
Remember that these examples should always be part of a wider marketing strategy, and as your brand’s marketing automation strategy evolves, you should interconnect your workflows to ensure they support the same overarching goals. This will allow them to work together and be much more targeted and effective.
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