You probably have a call-to-action on your website that says “SIGN UP TO SUBSCRIBE TO OUR AMAZING NEWSLETTER” or “STAY UP TO DATE ON THINGS YOU PROBABLY DON’T NEED.” But, once someone has taken the bait, how does the experience go?
Do you have a welcome series that dances subscribers through a clever, delightful introduction to your company while also raising brand awareness? Have you set up an abandoned cart series to capture that potential consumer who simply forgot to click “PAY”?
With email automation, you’ll never miss an opportunity to reclaim an abandoned cart or engage new prospects.
After a user has abandoned their basket, send an urgent follow-up email to remind them of their left-behind items and ask if they need any help finishing their purchase. Alternatively, enroll a new subscriber in a four-part welcome series describing the five excellent reasons why [insert snazzy product name] stands apart from the competition, as well as how to learn more about said snazzy product.
Email automation helps you turn missed chances into stronger client relationships and more conversions.
Allow it to be your closest friend when it comes to creating the architecture for experiences at each stage of the buyer’s journey: awareness, contemplation, and conclusion. With more engaged and higher converting contacts, you’ll begin to reap the rewards of email marketing automation sooner rather than later.
You may believe that potential customers will provide you with the best return on investment, yet returning clients are your most profitable customers. A repeat consumer implies they’ve already invested into your brand, which means you’ve already won half the battle. Now it’s just a matter of continuing their trip in order to keep them as committed brand ambassadors.
Do you manage an e-commerce platform?
Product promotion can be accomplished through social media marketing, paid to advertise, or even direct mail (yep, old-fashioned snail mail). However, 77 percent of people prefer to receive permission-based commercial emails via email. Contacts have given you specific permission to send them correspondence directly to their inbox, indicating that they are interested in receiving promotional emails. Additionally, using tools like Seventh Sense to time your emails right will result in a greater open rate, click-through rate, and conversion rate.
Other forms of digital marketing can obstruct the customer’s journey and result in lower levels of engagement.
True, if you’re not careful, you could fall down a rabbit hole of creating consumer experiences. So let’s start from the beginning:
- Welcome Series
- Nurture Series
- Abandoned Cart (if applicable)
- Re-Engagement Series
Starting with these will provide you with a substantial amount of ammunition for expanding your customer experiences. Segmentation, personalization, and tracking client activities are just a few of the techniques that will open your eyes to additional possible email automation solutions.