One of the most important steps to growth is creating a marketing strategy that works for your business.
But, how do you know what’s working and what isn’t?
You need a way to track your success rate, segment your subscribers into specific groups, and optimize every step along the way.
The only way to do this is by using marketing automation software! Let’s take a look at how 15 different strategies can help grow your business:
In addition to being well-written and organized, your welcome emails should also be helpful.
You want them to be relevant and interesting to the subscriber, but above all else, you want them to make it easy for the reader to take a meaningful next step.
Whether that’s signing up for an email course or downloading a template.
If you can do that and make your first impression memorable (without coming off as pushy), you’re on your way toward building trust with new subscribers.
Abandoned cart emails are a great way to remind customers of items they’ve added to their carts—and get them back.
As you’ve probably seen, there are a number of different ways that businesses do this online. Here are some examples:
Email series that encourages customers to complete their purchase.
This is a great way for you to get people who have left the cart and not completed the checkout process back on track with their purchase.
For example, one email could be sent after 24 hours and another after 48 hours from when they abandoned their shopping cart (assuming this is what your store settings allow).
You can use these messages as an opportunity for product suggestions or enterprising messaging about why your products are better than what’s available elsewhere.
You likely have a lot of customers who haven’t bought in a while. In fact, the average company loses 70 percent of its customers within 18 months.
If you’re not re-engaging these lapsed customers with an automated win-back series, you’re missing out on significant revenue opportunities.
A win-back series is a set of emails that are sent automatically over time to people who have not purchased or engaged with your brand for awhile (like 6 months). You can use this strategy to:
Send an email every week until they buy again
Remind them about the great value they get from your product or service and how much it helps them solve their problems
This will help you drive sales from your most loyal buyers as well as bring back those who may have left because they got too busy to check out the latest updates from your company!
Welcome emails are a great way to introduce yourself and your business to new users.
You can use them to explain what you do, give customers a reason to come back, provide an easy link to your website, and more.
A welcome email is an opportunity for you to set the tone for future interactions with your customers.
It should be friendly, helpful and educational while maintaining a professional tone.
The goal is to establish credibility with the customer so they feel comfortable coming back again in the future.
The more targeted your emails are, the better they’ll perform.
Segmenting your email list is one of the most powerful ways to do this.
The first step in segmenting is identifying different types of people who subscribe to your list and how they might be interested in receiving different types of content from you.
If you have a book for sale on Amazon, it would be good to segment out people who have bought other books from you because those are likely higher-value subscribers than someone who has just shown interest by subscribing but hasn’t made any purchases yet.
You also want to be able to send them offers that relate specifically to their interests—for example, if they’ve bought another book on gardening before then maybe offer them some gardening tips or suggestions for further reading?
Or maybe even give away something like a free ebook for subscribing?
You could also try sending them one specific offer every month based on where their interests lie (free gardening tips anyone?).
These types of offers will keep them engaged with what you have available while also reminding them that there’s more where that came from!
There are many ways to segment your list by product interest. You can do it manually or automatically. The method you choose depends on the size of your list and how much time you have to spend on segmentation.
Here are some manual methods of segmenting your list by product interest:
Surveys with multiple choice questions can be used to segment a large audience into smaller groups that share common characteristics or preferences, like their favorite color, sports team or favorite food.
This type of survey is ideal for helping marketers identify groups that are especially interested in a specific topic (e.g., travel stories).
By targeting only those who’ve indicated an interest in travel stories, marketers can save time and money by sending emails about new products related to travel without wasting resources on people who aren’t interested in this content category.
Using a tool like SurveyMonkey allows marketers to create surveys from scratch using pre-built templates designed specifically for different types of businesses (e.g., restaurants) as well as more general ones (e.g., shoes).
After creating these surveys they can then publish them directly onto their websites so visitors will see them before they leave the site – either by clicking through links within these pages or simply scrolling down enough times so that all options become visible at once (depending how many answers there were).
To truly create a meaningful connection with your customers, you need to know what they consider to be relevant.
One way to accomplish this is by segmenting your email list based on past purchase behavior and location.
For example, if someone in Miami recently purchased one of our massage chairs, then we might want to send them an email about our upcoming Florida-based sales event.
Likewise, if someone who lives in New York City has previously bought from us and also has a dog at home, we might want them to receive an educational article on indoor pet living during the winter months.
Using location as a basis for segmentation is pretty straightforward—you can use it any time you’re running an email marketing campaign and have a physical address associated with each customer’s account details (e.g., a purchase history).
Industry verticals are trickier because there are many ways of defining “vertical”:
- A company’s industry or sub-industry (e.g., law firm or accounting firm)
- Whether they’re B2B or B2C
- The type of product/service offered (e.g., health care vs technology)
The most important onboarding email you send is one that tells new subscribers what to expect from your marketing automation program.
It’s also critical that it be personalized based on the acquisition channel so that you’re not sending identical messages to everyone.
Here are two examples of great and poor onboarding emails:
Example of a good one: A customer who has subscribed to my newsletter via MailChimp receives an email with the subject line “Welcome to our company newsletter!” The body copy reads, “Thanks for signing up! We’ll be sending out our first issue soon.”
It continues with an explanation of what they can expect from future issues, and includes links back to my main website as well as another helpful resource I’ve put together called “10 Ways Your Team Can Use Email Marketing Automation To Grow Your Business.” This kind of transparent communication is exactly what I would want if I were in this person’s position (and what many other people would want too).
Example of a bad one: An individual signs up for my weekly newsletter via Google’s Gmail service through their personal account instead of their work account (which means no one else at the company has access). My welcome message comes across as impersonal because it doesn’t acknowledge this fact; it says “Welcome aboard!” without any further details about how she should use her new subscription or where she can find help if needed.
To make your email marketing campaign as effective as possible, you should use purchase history to offer personalized suggestions and recommendations.
Since most of the time, people shop based on what they want, not what they need, it’s important to give them relevant options that match their needs so that they don’t have to think about what to buy next.
When someone makes a purchase from your store or website, their profile should automatically be updated with that information so that you can tailor future communications based on those preferences.
For example: If someone has recently bought a product from your store and then starts seeing emails only offering similar products (without any context), they may feel like they are being marketed too aggressively which could lead them to unsubscribe from emails altogether.
On the other hand, if you send an email offering accessories for the same product previously purchased by an individual then chances are high that this will make them open up these messages because it actually gives them something more than just “buy this again!” message
Birthday offers are a great way to increase customer loyalty and engagement, while also increasing your customer lifetime value.
Personalized birthday offers can be used to create a sense of community among your customers, while also providing them with an incentive to convert.
If you’re interested in using this strategy as part of your marketing automation plan, here are some tips:
Make sure you have a clear call to action.
Make sure you have a clear reason for requesting feedback.
For example, if your customer just purchased a product, you may want to ask them if they had any issues with the purchase process or what their thoughts are about the product itself.
You can also ask for feedback on how you could improve your website or marketing efforts in general—and even which products they’re interested in seeing from your brand in the future!
Use loyalty programs to reward your customers for their loyalty.
Customer retention and churn is a huge area of concern for many businesses.
While it’s difficult to quantify the number of customers lost due to churn, it’s clear that high rates of customer attrition can be costly.
The best way to retain customers is by creating a loyalty program with benefits that appeal directly to them—and the best way to do that is by using the data you have about your customers’ preferences, interests and behaviors.
Make sure your loyalty program offers rewards that are tailored specifically towards each individual user so they’ll feel like they’re getting personal attention from you every time they use it!
Having a post-purchase follow up email in place can be one of the most important things you do, as it helps to reduce churn and increase lifetime customer value.
The post-purchase email is an opportunity to engage your customers and ask them questions that help you better understand their needs and preferences.
You can also use this time to remind them about the benefits of continuing with your services or offer incentives for doing so.
For example, if someone purchases a new book from Amazon and doesn’t read it within 30 days of receiving it, they may not remember what they got for Christmas.
So when that person opens his or her computer one day after New Year’s Day (or whenever), there could be an email waiting for them with a reminder about why they should keep reading the book that was purchased during the holiday season!
You can also send out surveys after people have used your product or service so that you know how well it worked out for them.
This gives you valuable information about what was effective while also giving them an opportunity share their feedback directly with you instead of taking their thoughts elsewhere (like social media).
Getting reviews is a great way to help build credibility and encourage repeat customers.
There are several tools that can help you automate this process (like FeedbackFive), but make sure that you have a process in place to respond to these reviews and address issues as they arise.
Make sure your reviews are positive.
If people only write negative things about your business, it might be time for some introspection. Are there ways you could improve?
How can you get more positive feedback from customers?
In any case, make sure that if someone writes a negative review, you respond appropriately and quickly – no matter how small or silly the complaint may seem at first glance!
Respond promptly when someone leaves an online review about your business on sites such as Yelp or Google Local page listings (see next section).
Having good customer service skills will go a long way towards turning those frowns upside down!
Landing pages are vital to a successful marketing automation strategy.
But how can you use them to increase your conversion rate?
That’s where A/B testing comes into play.
An A/B test is a rigorous, scientific method of comparing two different versions of a landing page and determining which one performs better (e.g., “A” or “B”).
We’ll explain the basics here so you can start making improvements right away:
Marketing automation doesn’t have to be hard, and it doesn’t have to cost a lot of money.
But it does take some time and effort to set up all the pieces of your marketing funnel so they work together, which is why you should start with a plan and stay organized as you execute it.
If you do that well enough, then your business will benefit from the effects of automation in no time!