Sometimes people just don’t quite get it. “Why should I spend my time on building complex email automation systems when the right client may be just one phone call away?” Well, you could have got away with this 10 years ago. But not any longer.
Today businesses have all the right resources in place to make their digital marketing strategy flourish. To make their sales cycles complete. To make them … not effortless, of course, but much more enjoyable. But first off, let’s get one thing clear. What is the difference between email marketing and email automation?
Email marketing exists in various forms: it can be a weekly mood board email you receive every Sunday morning, or a hot discount on those super expensive holiday tickets you were eyeing. Often such emails are part of bigger marketing campaigns: product launches, special offers, or event promotions and usually the whole marketing team is involved in their creation one way or another to create buzz and build momentum.
Email automation has a behavior-oriented approach at its core. Automated emails are triggered by specific actions of specific leads, and show 151.9% higher click rate and 76.7% higher open rate than the usual emails (Epsilon). They are personalized, customized and tailored. And they drive results by nurturing your prospects, increasing the number of sales-ready leads, and eventually, generating conversion.
Sounds good, right? But where do you start?
The Ultimate Cheat Sheet on How to Build Your Email Automation
- Analysis. Any marketing strategy is a complex system with multiple variables, and the only way to keep track of what is being done and what can be improved is to collect statistics, evaluate data and make conclusions. There is no progress without recognizing gaps and discovering opportunities. So, analyze.
- Audience. Every lead and every business have their own needs and pain points you should care to identify, if you want your business to grow. The golden rule of marketing is getting to know your prospects and trying to solve their problems. If you don’t know who you are dealing with you might not be exploiting your business potential. So, segment.
- Funnel. Sales lifecycle, or funnel is a hypothetical path marketing and sales push a lead through from the very first touchpoint to the latest closed deal. The better marketing and sales are aligned in the organization, the more advanced lifecycle phases, lead criteria and communication channels are. So, strategize.
- Content. After you have developed a sales diagram with all the lead segments in place within their respective funnel stages, you can start categorizing existing published resources into hard- and soft-selling content, on-demand materials and lead engagement activities; and assigning them to the leads and phases. If something’s missing, now you know exactly what it is. So, create.
- Time to Automate. Finally, it’s time to create automations based on all the data you have. Connect your leads with the relevant value-added materials, choose the most appropriate tone and the most suitable solutions; basically, design those emails to convert. And, launch.
Now relax, have a cup of coffee and watch your automations work for you.
Email automation brings you tremendous opportunities to connect with maximum number of leads in the most efficient way by using minimum resources. The initial stage involves a lot of preparation work, collecting statistics, analyzing trends, researching your market, studying your audience, building your content plan. However, the risks of not doing so are far too great.
So take an action now, and gain the power and scalability your marketing needs.