Send the proper message, to the proper person, at the proper time: Automating your campaigns
Automated campaigns will be the backbone of an effective e-mail marketing strategy; campaigns which are set up inside your email system and send automatically predicated on specific rules. In this website post, we shall cover 5 automated campaigns to take into account in your lead nurture sequence.
1. Welcome series
This is frequently the initial impression a prospect has of one’s brand and provides you the chance to immediately begin to create a relationship together with your new subscriber if they are at among their most engaged stages together with your brand.
These emails should welcome and thank the brand new subscriber, in addition to to start out setting expectations of exactly what will happen next – including actions you need them to immediately take; such as for example to download an app, complete their registration, speak to you or make a short purchase.
The example below from Salesforce jumps straight in with a proactive approach to talk with a salesforce strategist and begin a sales conversation – this is triggered after considering blog content, that i would suggest is most likely slightly early in the client journey because of this kind of message. This perhaps will be appropriate after considering specific product pages for instance.
The example from Slack encourages one to have more from the merchandise by downloading the app to obtain additional from the merchandise – it is a smart way to prompt an individual to utilize the service more, and also promote the flexibleness and simplicity.
The below exemplory case of two emails from Natural Cycles confirms the subscriber has registered to a free of charge trial so when it ends (private information in their mind using dynamic fields).
In the initial email in addition they highlight three key great things about utilizing their service. The next email is triggered as the subscriber have not completed their full registration and seeks to find why in order to further assist them within their journey.
Over a number of emails following initial touchpoint of the subscribe with a prospect, you get the chance to keep the conversation, engage, educate and inspire your subscriber, provide additional value and information and begin to operate a vehicle them towards your required result – e.g. creating a purchase.
For B2B companies, this technique will spread over a longer time of time, with a lot more added value needed, whereas for B2C the prompt for a sale can begin from the initial message.
Another point of which to start out a lead nurture series is over time of inactivity together with your brand – either within a short welcome series (splintering off to provide slightly different content for individuals who haven’t taken specific actions vs anyone who has been engaged with previous messages) or as a fresh series over time of time has passed, specific actions haven’t been taken you know have to be taken before someone will undoubtedly be sales ready, or even to enable them to utilize your trial offer to maximum impact, for instance.
The example below from Gett aims to encourage subscribers to start out utilizing their service giving them credit that expires (creating urgency within their messaging).
3. Abandoned action emails
Depending on whether your organization is B2B or B2C you will have different abandon actions that could happen which could trigger emails to be delivered to encourage the subscriber to keep their journey with you.
For example, for B2C you might have an abandoned basket email encouraging the subscriber another and buy the merchandise which have been left within their basket. Whereas, for B2B you might have an abandoned form email triggered when someone completes the initial stage of an application but will not go on to perform the procedure.
In both cases, you could have abandoned browse emails; for B2C these will concentrate on inspiring subscribers another and continuing exploring a group of products or specific kind of product these were looking at, also to create a purchase.
Whereas for B2B, this may involve suggesting other related blog posts/content they could like predicated on what they have looked at, or even to encourage them towards more product information should they show behaviour that indicates they might take advantage of the service provided/they have previously began to look at product pages/reviews for instance.
Abandoned basket / Form abandoned email
4. Education/inspiration emails
These forms of emails may be used in lots of ways to provide content that can help to go subscribers through the journey also to your desired action – usually to produce a purchase.
By teaching the subscriber something as regarding the Aweber example below with blog content or inspiring them with other people’s views on what’s hot as in the Habitat example, you’re providing value in their mind.
The Rejoiner example also does this but is really a little further down the client journey and in addition providing research study and testimonial content to teach the subscriber on what their service might help solve their problems, because they did for another customer, along with providing extra value with other blogs.
5. Demo/product offer emails
These emails tend to be found towards the final stages of a lead nurture series (particularly for B2B – although for B2C an offer is frequently given from the 1st welcome message as shown in the Tommy Hilfiger example below). They try to encourage the subscriber to use the product/service available – often with a free/special offer directed at incentivise them.