4 Email Marketing Automation Workflows to Keep Leads Engaged
03 Jun 2019
With 86% of business professionals preferring to use email marketing when communicating for business purposes. Can you afford to ignore the importance of email automation and how it can help you keep leads engaged?
Email is one of the most flexible and effective messaging mediums available to your business. When it comes to ensuring the right people see the right message at the right time, email far exceeds any other form of communication. According to Venture Beat, conversions have a 77% chance of rising for companies that adopt email automation.
“73% of marketers rate email as the number one digital channel for return on investment – Marketing Week. ”
This is why it is imperative that email automation deserves a key role in your marketing automation strategy. Email automation lets you not only attract leads but you can also nurture them and nudge them closer to conversion. So by sending them messages that are triggered by their actions and interactions with your business, you can see where they are in their buying journey.
This approach not only helps keep your business top of mind but delivering informative content that leads are looking for. This demonstrates that your business is a leader and an authority within your industry and keeps your leads engaged with you.
Let’s take a look at 4 email marketing automation workflows that help keep leads engaged and therefore more likely to convert.
Email Automation Number 1: Welcome Email
Increase engagement rates and communicate your key messages with a welcome email. Users are more likely to open an email they have just signed up to receive. So sending a welcome email immediately after they sign up will help increase engagement rates.
Welcome emails are a great way to encourage your audience to take the next step you want them to take, such as browse products or request a callback.
Email Automation Number 2: Asset Download Email
This type of email works best when the recipient has opted-in for a valuable resource of lead magnet you offer. Based on the topic you can then segment the reader by interest. You add them to the list to nurture them and receive a series of informative emails about this topic.
When sending asset download emails you may want to consider sending a thank you and confirmation email after the opt-in. You can follow this with some useful tips a few days later. Culminating with a request for feedback or to arrange a callback a few days after that.
Email Marketing Automation Number 3: Free Trial Sign Up Email
Offering a free trial to your leads is a good way of determining which leads are warm or hot. It’s good practice to send follow up emails during the free trial to help ensure the user is getting the most from the experience.
These types of emails could include how-to guides and videos that showcase the abilities of your product. You could also ask them for their feedback or to arrange a call so you can demonstrate your product.
Email Marketing Number 4: Lead Nurturing Email
A key part of email automation workflows is lead nurturing. These save time and help grow your customer base. Sending automated emails based on user actions and behaviours can make your messaging relevant and engaging.
Monitoring how users interact with you can help you determine what they are interested in and help you send relevant automated emails that reach them at the right time.
If you would like to discover how Email Automation could help you grow your business and keep your leads engaged, request your free SharpSpring demo.
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