In this edition of the SPT Agency academy, you’ll learn why batch and blast should be left and the past and why email automation is the way of the future. We’ll provide you with an example of a lead gen automation and a retention based automation so you can begin including email automation as part of your marketing strategy.
So you’ve heard all about email funnels, but you’ve yet to set up your first one, OR you want to check that you’re on track with your set up?
At the end of this Free Academy Lesson on building your first email automation funnel, you will learn:
Happy learning 🤓
Check out our Fabulous Funnel Mapping Workbook in our Work Shop. Learn everything you need to know about funnel mapping, how to align your Facebook and Instagram retargeting funnels to your email marketing nurture workflows and how to map your funnel messaging.
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Email automation is functionality that exists within some email software solutions that allows marketers to send automated emails to customers based on their behaviour. It is often therefore used to help ‘propel” a customer through the stages of the customer journey in an attempt to convert them faster.
Email automation ensures that communications sent to our databases are timely, efficient (no need to send manual communications) and most importantly, relevant!
Why digital marketers are always talking about email automation.
📈 75% of email revenue is generated by personalised campaigns.
📈 Segmented lists (with less than 500 subscribers) perform much better in opens and clicks (45.2% open rate and 19.8% click rate) when compared to giant, unsegmented lists (25k – 50k subscribers have a 21.1% open rate and 7% click rate). No more batch and blast, personalise!
📈 63% of companies are outperforming competitors with help from marketing automation.
We love email automation, but here’s what to watch out for when setting up your campaigns.
❌ Email overload. While we love our email automations start simple and focus on critical metrics such as clicks and open rates. Get the basics done right and slowly over time, add further segmentation and triggers to your automations.
❌Value. In a similar vein to the above, don’t send emails for the sake of sending emails. Ensure each email adds value through to the customer and aligns with the customer journey.
❌ Dirty data. Always ensure your lists are clean as sending emails to incorrect addresses will impact your deliverability over time.
❌ Tone. It may sound simplistic, but ensure the tone of your brand and your copy is suitable for each stage of the customer journey. By not doing this, we may scare off or confuse our customers.
❌ Not testing. Ensure you have verified your automation, and then do it again! The last thing we want is for customers to enter multiple automations and receive conflicting messages accidentally, or not to be added to a list properly, which may lead to a missed sale.
Choosing your email platform is dependent on your budget and your goals. There are a variety of reputable email marketing software solutions available. We recommend selecting a mainstream company that can integrate with a range of other marketing platforms.
Some of the options on the next slide also offer CRM functionality so you can manage “deals” (suitable for B2B) with as little or as much automation as you like.
Just starting out
These platforms are perfect for those looking to execute simple workflows and automations based on simple customer behaviour “tags.”
These platforms are perfect for businesses who know they’re on a fast growth trajectory, who are capturing a lot of data and expect to implement more complex workflows.
From our research and from speaking to marketers, some of the question marketers need to consider for now, and the future includes:
Setting up your first automation will depend on what your goal is. Below is an example of how you can start to think about lead nurturing a prospect from their first touchpoint with your brand through to conversion and then retention. Learn more about our method here.
Attract lead through content including blogs, ebook, podcast, youtube and advertising.
Capture lead through the facilitation of data exchange through gated content or value add offer.
Propel them through the email automation, moving them from freezing to hot with a welcome email, special offers and lead nurturing content based on their behaviour to win the lead.
Continually delight our customers with engaging, value-adding content, rewards, and ongoing communications to ensure they feel valued.
Email automation examples
Now that you have a good idea of the benefits of email automation and the overarching principles for success, here are some examples of how email automation c
The below automation example was created in Active Campaign and shows campaigns being sent based on behaviours and triggers where we try to move our prospects from freezing to hot. You’ll find the automations tool in one of our suggested providers on a previous slide.
The below examples show the email on the left attempting to re-engage customers by “triggering” a key behavioural reason as to why they may be disengaged (why you’re unmotivated to go to the gym).
Step #1 of the attempted re-engagement strategy (below) focuses only on engaging lapsed members with content at this stage (no sales copy).
The 2nd email is an example of communications that are sent to those who did engage with the content sent to them in the first email. In this example, we’ve assumed that those who engaged with our content are “warmer” and therefore more likely to respond to dedicated marketing call to actions.
The case study below is an example of a simple automation, designed to send an auto-response email following the submission of a form (such as an enquiry form, registration of interest or lead magnet form).
It sends an initial “thank you” email along with follow up reminders encouraging future, more meaningful engagements. The final email in this offer includes a last-ditch, special offer to try and encourage that conversion before the automation ends and ta non-converting list in our eCRM. If the user decides to purchase, they are removed from the automation.
Once a customer signs up to a membership, the automation opt-out of leads based funnels and automatically adds them into a retention-based funnel.
Do you need further help in getting started with email automation? Contact us today here!