Email automation campaigns have emerged as the bread and butter for ‘smart’ companies. After all, these campaigns are hyper-personalized, relevant, timely, and useful for your customer base. On the business side, all you have to do is set up the email once and let the automation software take care of the rest–as soon as the user meets the trigger you defined, the email will automatically be sent to them, without your intervention.
The Learning: Email automation campaigns basically automate your entire marketing process from start to finish, and make every marketer’s life convenient and simpler.
Now that you have a basic understanding of what an email automation campaign entails, let’s jump to the main meat of the article and look at 7 email automation campaign workflows worth emulating and how you can create them.
Primary Triggers: When User Installs the App or When the User Creates an Account
When to Use It: When you want to:
How to Use It: There are numerous ideas to embrace when using the welcome drip campaign. Keep reading:
Idea 1: You can write content that welcomes new subscribers and introduces your brand in a short, engaging, and interactive manner, as Airbnb demonstrates below:
Remember that a behind-the-company sneak peek also works swimmingly well.
|Pro Tip: You can also talk about your brand story, what makes your brand unique, why your customer should be excited about engaging with your brand, or what pain-points does your brand address from the customer’s perspective.|
Idea 2: You can also reel them in by offering a special subscriber-only offer that compels them to buy. To that end, you can include free eBooks, whitepapers, etc. Just make sure to send the coupon code/eBook in the follow-up email. Also, make sure that your CTA stands out and redirects users to the appropriate page. Take a look at Macy’s email below for inspiration:
Idea 3: This strategy entails talking about why your customer should look forward to future emails. So, reinforce your brand’s main USPs such as relevant and helpful content, free videos, promo codes, etc. Basically, you’ll want to communicate how your subscriber can benefit from this new relationship. Take a look at Headspace’s email below, which uses a strong lead magnet — a free 10-day beginner course — to encourage users to engage with the app:
1. Use at least 3-5 emails in your welcome drip campaign, with the breakup as follows
2. Analyze the interaction of customers with every email to see how you can optimize the content according to the preferences of the subscriber.
3. Send out a thank you email towards the end of the campaign.
Primary Trigger: Top-of-the-Funnel Conversion Events (E.g. When the User Uses Your Product such as Plays the First Music Track” or Browses a Product Listing)
When to Use It: When you want to assist your customers through every stage of the sales cycle, with the end goal of driving a purchase.
How to Use It: Here’s are some tips to follow if you have a potential lead in your sights:
1. Send emails containing content such as customer success stories/case studies, free trial offers, or product demos to build their confidence and help advance the lead further down the conversion funnel.
2. Think about how you can add real value in terms of additional resources, instead of solely depending on deals and discounts. Also, instead of harping on your products/services, make the primary focus-prioritizing user-centric content. You can do this by personalizing the email, as Bulb demonstrates below:
3. Educating your leads about anything that’s relevant to your product/target audience’s motivations, pain points, needs, etc.
Here’s an example of a How to email from Sephora:
4. Allowing subscribers to get to know your brand by talking about your brand story, its purpose, core values, and so on.
5. Drafting real-life success stories related to your product/brand as this humanizes your brand.
Pro Tip: Try using the “3/47/50” rule for lead nurturing, where:
When to Use It: If you regularly roll out Net Promoter surveys of your customer base.
How to Use It: You can use the Net Promoter Scores as a property to trigger the workflows. There are two ways to go about it:
A. For Happy Customers: Use the following flow for customers who have given a positive/high score on the NPS survey:
Step 1: Figure out your ideal customer happiness score.
Step 2: Use it as a benchmark for your dynamic list of happy customers.
Step 3: Trigger a workflow for customers with “happy” scores.
Step 4: Reward them with exclusive content, deals and offers, free gated content, etc. as Adidas does:
B. For Unhappy Customers: Use the same flow for customers who have given a negative/low score on the NPS survey, with a slight tweak in the process.
1. Focus more on offering free content download/deals/offers/demos etc., to improve user happiness. You can also offer multiple solutions to address the issue and include preemptive answers to FAQs that the customer may have with respect to the problem. Warby Parker’s email to a customer whose lenses are blurry is the perfect example of how to tackle unhappy customers. Notice how the customer won’t need to ask clarifying follow-up questions as the next steps are already provided.
2. Make sure to segment your list of unhappy customers depending on why they are unhappy.
3. Try to deliver more targeted emails and personalized workflows to address the root issue at hand.
Primary Trigger: Inactive Contacts
When to Use It: When you want to bring back your inactive/lost contacts
How to Use It: Here are some tips to follow for a worthy win-back campaign if you wish to re-engage with inactive contacts organically:
In terms of the process, here’s a quick outline for your reference:
Step 1: Start by sending a reminder email.
Step 2: Follow up with an irresistible offer.
Step 3: Inform subscribers about the next steps–whether you’ll be deleting or unsubscribing them:
Make sure to mention a time frame so that they don’t have the option of deferring it. You can also ask for the customer’s feedback as to what went wrong and use those insights to improve your offering. Here’s an example from WeddingWire for reference:
Step 4: Unsubscribe users if they haven’t responded and make sure to inform them about the same.
|Bonus Material: For more information on email engagement best practices, read this in-depth guide.|
Primary Trigger: Key Milestones/Occasions
When to Use It: When you want to reach out to customers on special occasions/milestones
How to Use It: If you wish to demonstrate your care and appreciation towards highly-loyal and happy customers, you can use this workflow:
Step 1: Create a robust list of the holidays, special occasions, milestones, seasonal offers, etc., on which you would like to send out a mailer. You can include the brand’s milestones, such as a one-year anniversary or special occasions relating to the customer, such as birthdays, anniversaries, etc. Take a look at Nike’s birthday emailer:
Step 2: Roll out customized and personalized content that you think your customer will be interested in and make them feel special, appreciated, and heard by the brand.
Primary Trigger: Lifecycle Stage
When to Use It: You’ll want to use this marketing flow when your customer’s lifecycle stage gets updated to “customer.”
How to Use It: There are numerous ways to leave an everlasting first impression on your new customer. Here’s a fool-proof process to help you get started:
Step 1: Send a “Welcome” email immediately once the customer makes a purchase. You can welcome them, give specifics with respect to the order such as delivery time, product details, tracking information, etc. and explain the next steps (if any) as Amazon does:
Step 2: Next comes the “Check-in” email, which you can send after three days of the welcome email. The idea is to ask your customers about how their experience has been like with the brand. You can also offer relevant contact points to allow the customer to easily connect with the brand.
Step 3: Then comes the “Product Delivery” email, which you should on the day of the delivery to remind customers about their purchase and make it easier to track their delivery:
Step 4: Finally, you can send the “Product Review” email, which should be sent a week after the delivery has been made. Encourage your customer to write an honest review and offer post-purchase support to ensure a stellar, proactive customer experience from start to finish. Here’s an example for reference:
Primary Trigger: Website Visits, Social Media/Website Clicks, Form Submissions, etc.
When to Use It: When you want to offer a more personalized customer experience to already engaged customers
How to Use It: Here are some tried-and-tested hacks that work for an email automation workflow for engaged customers:
Below, we’ve outlined a sample workflow for a customer who has just bought something from your website:
Step 1: Work on a “Check-in” email and send it two days post the purchase. Your main emphasis areas for this kind of email could be: ensuring that the delivery went well, asking for product feedback, offering discounts for a future purchase, etc.
Step 2: Do your research and offer customers personalized recommendations after at least four days. As long as your email is highly personalized based on your user’s preferences, you won’t need to include a promo code or a discount to reel them in.
|Pro Tip: You can analyze key touchpoints such as your customer’s browsing history, personal preferences, search history, etc., to offer relevant suggestions and perhaps even amp up your customer loyalty program.|
There are literally thousands of email automation campaign workflows that you can use to engage with new prospects, re-engage dormant customers, boost user satisfaction, or celebrate your loyal customer base. There’s really no “one-size-fits-all” strategy to swear by.
The permutation and combination for the email workflow you choose will ultimately depend on who your target audience is and what your end goal entails. So save yourself valuable time as well as resources, experiment with the workflows mentioned above, and invest in a 360-degree email automation software already.
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