Email marketing automation is a powerful practice for taking advantage of sales opportunities: it allows you to get in touch with your prospects or customers when they most need your attention or content.
Depending on your digital marketing strategy , you will have to prioritize some campaigns over others.
In the following lines, we will give you some clues about which are the most used automated email campaigns that you can implement in your company .
1. Welcome email
A welcome email is the first email someone receives when they subscribe to your blog. This means they want to receive a new article from your company in their inbox periodically.
Likewise, a welcome email is an opportunity that you can take advantage of to:
Introduce your brand: tell the story behind its origin, how it is different, what its mission, vision and values are, what achievements it has reached, among other related aspects.
Provide a purchase incentive: Give your new lead a coupon or discount code to convert them into a buyer. This practice is known as tripwire.
Drive traffic to other articles on your blog: Let the contact know the variety of articles of interest that they can find on your website.
Promote your social media content: place buttons for your Instagram, Facebook, Twitter, LinkedIn and YouTube profiles to gain followers.
Send a market research questionnaire: If you are conducting market research to learn more about your target audience, take advantage of sending it to that new lead so they can respond.
We advise you to profile your subscribers' tastes and evaluate whether they are sales opportunities or not, based on the actions or content they download.
2. Lead nurturing emails
Lead nurturing is the act of providing your leads with useful and relevant content, poland number for whatsapp based on the stage of the sales funnel they are in and the type of download, until they become customers.
Within lead nurturing, you can run educational campaigns and complement them with sales funnel activation campaigns. Here are some examples:
Educational campaigns:
Send ebooks, templates, guides or tutorials that may be of interest. The documents must be very professional so that the leads value the effort and effectively solve their problems.
Funnel activation campaigns:
Once your lead is engaged with the content you share with them, it's time to bring them closer to the end of the funnel and get them to buy: send them your product catalog and connect it with the content you've been sending them.
3. Sequences for new clients
Once a lead becomes a customer, it's not the end of the relationship. Quite the opposite! You must continue to maintain contact and employ loyalty actions via email marketing. Some of them are:
Satisfaction forms to find out your opinion on the products or services you purchased.
Personalized birthday greetings by mail
Discount coupons for birthdays or holidays (Mother's Day, Father's Day, Children's Day).
More valuable content.
Invitations to in-person or online events, such as webinars or Lives on social networks.
4. Transactional emails
Transactional emails are those that your company sends to users who perform specific actions within your website, such as changing their password or purchasing.
By their nature, these emails are practically mandatory and must be shared at the appropriate times. Therefore, you must schedule them in advance and be careful that they are sent with the correct information.
We show you some examples of transactional emails:
When a person purchases a product on your website and receives an email confirming the transaction details.
When a user registers on your platform and automatically receives an email to confirm their data.
When a person reports a problem while using your app or platform and needs to get customer support details to solve their problem.
5. Sequences to investigate abandoned carts
Abandoned carts are a warning that something is wrong with your website or that the products you are advertising are not generating interest or desire to purchase.
This does not represent the end of a purchase if you take advantage of email marketing to follow up on the case and create reminders. We recommend creating a sequence with the following time frames:
Email 1: Send 24 hours later with a form asking questions about the reasons why the cart was abandoned.
Email 2: send 48 hours later reminding the user of the products that are in the cart
Email 3: Send 72 hours later as a final reminder, not only to purchase but also to fill out the questionnaire.
You can continue sending reminder emails, but keep an eye on the metrics! If conversion and open rates are dropping, it's time to stop.
Have you implemented any of these campaigns? If so, which one has given you the best results?