Creating automated email workflows is one of the best ways to ramp up your marketing efforts. It also keeps your list engaged and clicking on your emails. After all, we all know that email has an extremely high ROI of 4,400%. Using automated emails to drive business can quickly become one of your greatest assets.
What are the benefits of using automated emails to drive business?
Automated email sequences allow you to send customized emails based on your subscribers’ habits, without segmenting your list manually. This not only gives you greater freedom in your business, but it also allows your subscribers to receive personalized attention based on their interests and actions. This type of personalization can create long-lasting impacts on your reader relationship, not only giving you a competitive edge but also increasing the conversions you see. There are multiple types of automated sequences, each with its own benefits and triggers.
The 5 automation types you should use
1. Subscriber win back sequence
Inevitably, there will be subscribers who will stop opening, reading or interacting with your emails, for one reason or another. Create a win back campaign, simple or complex, with the intent to show disengaged readers you care. These campaigns are especially helpful if your emails are sent sporadically or you’re looking to increase engagement. Learning why a subscriber is inactive could be valuable for re-engagement and attracting new users. Retention matters; It costs 5x as much to land a new subscriber than to keep a current one. Plus, email is the most reliable channel for customer retention. Oftentimes, a successful win back sequence will start with a brief survey. Using just a few questions, you can gain information on why your subscribers became inactive in the first place. Filling out this survey will encourage inactive subscribers to become active again. It will also provide valuable information on your current marketing methods, simplifying future retention efforts. Note Blue Apron’s win back sequence email below, which includes a promotion for users. Image Source: Campaign Monitor
3. Trigger sequences
To deliver highly targeted content, create sequences based on the following factors: pages in your funnel viewed, pieces of content downloaded, and specific subscriber behaviors. This is a great way to ensure interested subscribers receive relevant information, even if they belong to a niche part of your list. This will add more value for your subscribers, since it’s the best way to keep them interested in your emails. This will also make them more likely to buy the offers you send, especially if the offers target their sub-niche interests. Trigger sequences are another great tool when aiming to convert those showing passive interest. We often see potential customers fill out a form or click through but not complete the sale journey. By setting up proper cookies and triggers, you can capture the information of these potential customers and send them discounts or bonuses, increasing your chances of a conversion. Thank you emails, while one of the simpler trigger sequences, are very effective in creating extra conversions and making your subscribers feel appreciated. Consider how Email University Online uses this method below: Image Source: Really Good Emails
4. Welcome email sequence
The welcome sequence will be the first sequence that your subscribers see after joining your email list. As such, it’s important to create an inviting sequence that introduces your subscribers to your business properly. A few things to keep in mind:
- Keep it short, but also make the subscriber feel like you care. A sequence of 3-5 emails should be sufficient.
- Use this time to add even more value: Explain more benefits.
- Integrate social media so your readers can follow you on multiple platforms.
- Implement a survey to encourage the feeling of a dialogue.
Farcry does a great job of this in their welcome email. They not only introduced the benefits of the account, but the email also offers a free upgrade. Image Source: Really Good Emails
5. Congratulatory email
Sending congratulatory emails to your customers is a great way to make them feel special and create a long-term relationship with them. Celebrate your subscribers’ progress throughout your relationship. Some situations when you can begin a congratulatory email sequence: A first, or large, purchase When a customer makes their first purchase with you, celebrate. Offering a discount on a future purchase is the perfect way to ensure a purchase in the near future. Similarly, if you have a customer that purchases a large amount, a voucher is a good idea. Offering them a voucher of $100-$300, or more depending upon the size of their purchase and what you offer, will give them the opportunity to upgrade the product/service they have. Renewed membership subscription A customer renewing their membership subscription, especially if it’s a yearly membership, is definitely cause for celebration. Renewals show they like what you’re doing, are interested in what you’re saying, and love your business in general. Celebrating these types of customers will lead to long-term retention more often. Offer them some type of reward for staying, such as discounts or bonuses. Reaching a benchmark in a membership site Another thing to celebrate? Members who are actively interacting with your content, learning the information you provide, taking quizzes, and moving through modules. Offering rewards such as free products, gift cards to Starbucks, or even a free workshop can go a long way in keeping your customers engaged in your membership site. Fortnite did a great job here of celebrating their own milestone for being one year strong as a game. They offered special prizes and discounts to users. Image Source: Really Good Emails
6. Conversion Sequence
These sequences warm up your list, encouraging them to purchase your big-ticket items. These are generally reserved for the launch of a product or service that is a few thousand dollars or more. Usually, these sequences can be an email series containing information about the product or service. These emails might explain the value of the product, why you created it, and limited-time offers. Generally, these are reserved for after you’ve welcomed and warmed your subscribers. Artifact Uprising shows how subscribers can build the perfect photo book while also making an offer. Image Source: Campaign Monitor
Automated email sequences can be one of the biggest benefits for your business and bring in a loyal customer base with steady sales, if executed properly. As stated above, email can give you the highest ROI out of any of your marketing channels. Use automation to add value and reward your customers, and you’ll start seeing increased results from your marketing efforts. It’s generally a good idea to get your entire sequence written, tested, and perfected before deploying it live to your list and audience. It’s also a good idea to continually monitor how your automations are performing so you can tweak and rework what may not be getting the conversions you are looking for. By using these tips, and keeping your audience’s interests in mind, you will easily be able to use automated emails to drive business. Ready to get your automation marketing up and running? Schedule a demo now for more information.