When the topic of e mail automations comes up, many non-email advertising and marketing of us consider the great outdated abandon-cart e mail (“You’re so near getting an amazing product!”). Sure, e mail automation is especially nice for ecommerce manufacturers. However they’re additionally helpful for manufacturers in nearly each different vertical, together with CPG and B2B.
Under are a few of my favourite automations for non-ecommerce manufacturers:
- The welcome collection.
- Submit-purchase evaluations solicitations.
- “The place to purchase.”
- Submit-coupon engagement.
- Quiz follow-ups.
- Lead nurturing.
- Re-engagement.
Earlier than I focus on every in additional element, a reminder that automations work greatest with — and infrequently rely upon — viewers segmentation and personalization. When you’re not sure your CRM’s viewers segmentation is clear and distinct, prioritize that initiative earlier than making an attempt automation.
1. The welcome collection
A well-crafted welcome collection gives you a number of details about your person. Use your welcome collection to introduce totally different themes to see that are most participating to the person, then tailor your follow-ups accordingly.
For example, if you happen to’re a CPG toothpaste model, take into account organising modules to assist customers inform you their related pursuits. Suppose tartar management, tooth whitening, toothpaste for teenagers, and many others. Use these pursuits to construct viewers segments with their very own e mail journeys.
I’ve seen loads of manufacturers that use welcome emails however keep generic. This doesn’t obtain a lot for both the model or the person. Folks will nearly at all times reply greatest to extra customized emails.
2. Submit-purchase product evaluate requests
Product-wise, it’s lots simpler for ecommerce manufacturers to trace purchases than it’s for CPG manufacturers, however CPG manufacturers can get sturdy indicators of product curiosity — for example, the person navigates to a selected product web page on the model website.
In these situations (and particularly if the web page is visited greater than as soon as), we’ve had success organising automations that exit round two weeks after these web page visits, asking customers to jot down a product evaluate.
Dig deeper: Why it’s time to rethink your suggestions emails and how one can do it proper
3. ‘The place to purchase’
For CPG manufacturers or franchise retailers with out an ecommerce part, “The place to purchase” automations are nice, value-providing follow-ups for customers who view product-specific pages or content material.
4. Submit-coupon engagement
One set off I like to recommend for manufacturers leveraging coupons of their e mail campaigns is to arrange “the place to purchase” or evaluate request emails an acceptable period of time (which can range by product) after of us interact with or redeem a coupon on a website or in an e mail.
Dig deeper: Declining buyer suggestions and loyalty, rising AI skepticism
Once more, until you’re piping in third-party offline knowledge to know whether or not a buyer made a purchase order, you possibly can’t make sure that a coupon was redeemed. Nonetheless, it’s a particularly sturdy indicator of buy chance.
5. Survey or quiz follow-ups
Utilizing quizzes or surveys, particularly as a part of the welcome collection to collect details about your new subscribers, is a good way to have interaction customers early on.
It additionally gives nice materials for automating follow-ups. If, say, you’re an outerwear CPG model, utilizing a product web page set off to ship a personalised survey (e.g., “Inform us extra about your excellent fishing day” for somebody who visits a web page of hip waders) may give you one other layer of details about your customers for additional related sends.
For instance, if somebody says their greatest fishing day is ice fishing on a lake in Minnesota and also you promote chilly climate gear, you’ve obtained a number of materials for excellent trigger-based automations touting your merchandise’ advantages within the winter.
Dig deeper: 6 must-have, underused e mail advertising and marketing automations
6. Lead nurturing
This one doesn’t need to be particular to B2B. It might probably apply to big-ticket gadgets that require tons of consideration and don’t usually occur on-line (assume: shopping for a automobile).
Primarily based on totally different lead statuses in your CRM (MQL, SQL, visited a “make an appointment on the dealership” web page, and many others.), you possibly can set off emails to exit based mostly on services or products of curiosity.
Be sure you work together with your gross sales workforce so that they have loads of time to do outreach earlier than handing it again to advertising and marketing. Now we have seen occurrences the place a chilly gross sales lead reactivates months later with an automatic e mail to check curiosity. This can be a sign for the gross sales workforce to get entangled once more.
7. Re-engagement
This present day, with Gmail and Yahoo spam pointers in place, I like to recommend getting aggressive about eradicating unengaged subscribers — significantly new ones — out of your energetic campaigns and placing them in their very own unengaged record.
With these pointers in place, it’s simpler (and extra justifiable) to construct standalone re-engagement journeys. The set off may very well be so simple as “X days after including them to the unengaged record” — and in that case, that interval is a quantity you’ll wish to check to see what will get one of the best outcomes.
Dig deeper: Learn how to create a re-engagement technique that doesn’t insult your subscribers
There’s no unhealthy time to start out setting these up in your ESP. Ensure you’re additionally constructing a testing technique to catch any potential hiccups earlier than you roll these out to your subscribers. My hunch is that after you construct your automation expertise, you’ll spot different helpful use instances for what you are promoting.
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