Are your relationships in your marketing database keeping up with the times, or are they dormant? If you don’t have any automated email procedures in place, the answer is probably the latter, which means you’re missing out on some important opportunities to nurture and connect your existing connections. It might help that you consider influencer marketing.
Marketing Automation Has Been Shown To Increase Sales Productivity By 14.5 Percent.
You may use email marketing automation or influencer marketing to make the most of your contact database in a variety of ways, not only for business initiatives. Consider the people you know who are already your clientele. Not only can email automation help you convert visitors into customers, but it can also help you gratify existing customers and encourage them to take action such as higher product usage, upsells, evangelizing, and more sales.
Related: What is marketing automation?
What Is Email Marketing Automation And What Does It Mean?
Email marketing automation is the technique of sending personalized, relevant email messages automatically rather than manually. In many cases, this may entail sending tailored messages to groups of contacts who fulfill particular criteria or observing user behavior as tracked by a CRM.
Email marketing automation is advantageous since it eliminates small but time-consuming tasks like establishing email lists, sending generic messages, and manually scheduling events. And with influencer marketing, this will make your company more advantageous. This allows marketers and salespeople to devote more time to more fruitful efforts or larger transactions.
In email marketing automation, the process, which is basically a blueprint of operations you’re leading your automated software to do, is critical. Because software can’t read people’s minds, one of the challenges is creating a repeatable system that accounts for all possible eventualities.
However, Influencer marketing is a kind of social media marketing that involves endorsements and product placement from influencers, or persons and organizations with reputed professional knowledge or social influence in their sector.
Related: What is message optimization?
How to Automate Your Email Workflows
1. Decide Who You’re Going To Deliver The Message To.
Personalization is crucial when it comes to email, and if your CRM is set up correctly, you’ll be able to send automated emails to certain regions of your database. It all boils down to the veracity of the information you’ve obtained from your consumers and their online behavior and email responses.
Influencer marketing enlists the help of well-known, specialty content providers to raise brand recognition, boost traffic, and communicate with target audiences. This partnership between brands and artists enables organizations to reach out to a wider range of customer profiles.
2. Define Your Goal.
Make sure you understand why you’re targeting these folks in your email marketing plan, which should be as solid as your strategy. Do you want them to buy something? What did you discover? What options do you have?
Once you’ve grasped this, you’ll be able to identify the message that will get them from where they are to where you want them to go.
You should also think about what will happen if you succeed. Influencers Can Assist Your Brand Establish credibility by demonstrating authority.
By presenting a real-life customer and relying on their own reviews of the company’s product or service, the purpose of influencer marketing is generally to enhance brand recognition and deepen the brand’s affinity to its target market. And, in this era of participation, it’s more important than ever.
To attract prospects to request a consultation, consider sending a 10-email series. After only one email, Prospect A converts. If Prospect A continues to get emails asking them to do what they’ve previously done, they’ll become angry. When you create a goal in HubSpot, all contacts that meet the requirements will be unenrolled.
If your software doesn’t have this feature or you don’t want to use it, you’ll need to account for it when writing the logic for your process.
Decide on who you want to send the message to first. An upsell offer could be aimed at current customers who haven’t purchased a certain item yet. For a separate campaign, you could want to promote a new feature to a certain type of customer who would most benefit from it.
Then you must convert the circumstance you discovered into criteria that your software can understand. Try “Lifecycle Stage = Customer” for the first sample to see if any of your personal traits can filter that group down to those who haven’t purchased the product yet.
In the second scenario, you’ll need to examine whether you have any little characteristics that might assist you separate the category you’re looking for. It might be a job title property/field, a customer kind, or a buyer persona.
3. Establish Eligibility Criteria For Enrollment.
The word “enrollment criteria” refers to the characteristics that a person must have in order to be enrolled in a procedure. You must be completely familiar with the types of data stored in your CRM (properties or fields) and be able to trust that data.
For example, if you use HubSpot Workflows, you can create customized, automated message processes that can be triggered in a variety of ways in influencer marketing, such as when an interaction is added to a ranking, when a visitor submits a form on your website, when a visitor clicks a website link, when a visitor views a website on your blog, when a visitor clicks one of your ads, or when a visitor becomes an advertising qualified lead.
You may also build email sequences based on whatever information you have about your marketing database’s relationships, such as website views, email or social media clicks, document downloads, contact qualities, or any combination of these and other elements.
4. Determine The Actions That Are Required.
What would you do if you had to email these people personally? The following are some examples of automation activities:
- Sending Emails
- Sending Emails
- Changes in CRM
You’ll need to plan the sequence of occurrences using “actions” that your computer understands, as well as specify when the tasks must be completed.
5. Create The Necessary Assets.
At this point, you should have a good idea of how many messages you want to send and what the core message should be. Before you start developing your process, you should have all of the pieces created and entered into the computer with the help of influencer marketing.
6. Activate The Processing Mechanism And Add Email Assets.
Because automation software is quite literal, think of your workflow as a design that outlines each action in order, no matter how little those chores appear to be.
7. Double-Check Your Setup And Do A Test If Possible.
Consider include the following components in your workflow publishing process when doing influencer marketing:
- Checking for errors in the list of registered contacts
- Checking to verify whether the quantity of persons that have registered fits your expectations
- Using the process diagram and use cases as a guide
- Taking a look at the transmission options
8. Go Live With Your Project And Keep Track Of Your Progress.
Once you’re happy with the procedure, make it live.
It’s possible that mistakes will occur, so keep a watch out for anomalies. Don’t be afraid to make modifications when they’re needed to solve problems or increase efficiency.
When it comes to what processes can accomplish, this is simply the tip of the iceberg. Other procedures that workflows can handle include updating or deleting a contact’s real estate value and influencer marketing, adding/removing a contact from a list, upgrading a contact’s lifecycle stage, and other administrative tasks that help marketers target clients and prospects more effectively.
You Must Try These 13 Email Marketing Automation Workflow Ideas
Let’s have a look at some examples of automated email processes you may design to make the most of your client database and marketing automation tools.
1. The Topic Of Workflows
The major triggers are page views or content offer downloads.
Create a method for each manufacturing topic you cover in your articles. So, if you’re a unicorn breeder whose main focus areas are unicorn gear, unicorn diets, and unicorn boarding, you could organize your information marketing offers (e.g., kits, ebooks, webinars, etc.) and postings by these topics, create an email workflow for each topic, and have the appropriate workflow triggered whenever one of your connections views a page or uploads an offer focused on that topic.
2. Blog Subscribers’ Workflow
The major trigger is signing up for Your Blog.
You may give your new blog readers a warm welcome using influencer marketing with a blog welcome email. This email may be used to thank subscribers for signing up, remind them about the advantages of reading your blog, verify their subscription settings (and allow them to alter them), and promote your site’s best articles or other products.
3. Workflow for welcome and training new clients
The Life Cycle Stage is the main trigger.
Consider sending a series of welcome emails to a connection when they become a potential client, which you may send when the user’s lifecycle stage is converted to “customer.”
This is not only a great approach to start a new customer relationship off on the right foot, but it also has the potential to keep your customers engaged after they’ve made a purchase. If your product or service needs some customer training, take advantage of this strategy to progressively provide useful training resources.
4. Evangelists And Engaged Contacts Workflow
The most typical triggers are visits, clicks, and form submissions.
Create a dynamic list (called Smart Lists in HubSpot’s Marketing Platform) that updates itself to add individuals who are actually related to you. To create this list, use trigger variables such as a big number of visitors to your website, clicks on your emails or social media postings, or form inputs. Then create an email routine to use this list to promote your greatest content on social media.
They’re more inclined to share your finest stuff since they’ve previously invested in you. You might also utilize list criteria to bring in contacts who have a certain number of Twitter followers, allowing you to leverage the power of your website’s influencers.
5. Workflow for Lead Nurturing
The key trigger is a series of top-of-funnel conversion events.
If a client has bought a lot of your top-of-the-funnel promotional things, like ebooks and webinars, they’re probably ready for something more. Create procedures to help these people get farther down the funnel.
Whether the customer is a lead, send them an email with more middle-of-the-funnel information to determine if they may be upgraded to a marketing qualified lead (MQL) or a sales prospect. This strategy might include client success stories/case reports, free trial offers, or product demos that you’ve recognized as crucial in converting visitors into purchases based on an identification evaluation report.
6. Internal Sales Rep Notification Workflow
Page Views/Conversion Activities at the Bottom of the Funnel are the main triggers.
On any given website, some page visits and conversion events show greater commercial interest than others. To begin, find these sites and sales events using an attribution reporting software like HubSpot’s. You’ll notice that the pages you locate are frequently your price page, product pages, and other websites that contacts visit while evaluating your products or services.
Workflows can send an internal email to your sales rep informing them of these raised activities. Provide the rep with all of the information they want from the lead, including key mid- and bottom-of-the-funnel content that they may include in their outreach email. This allows you to link sales professionals with the most qualified prospects at the right time.
7. Re-Engagement Workflow
The major trigger is inactive contacts.
You can revive inactive contacts by registering them if they match certain list criteria via a re-engagement technique. When a contact hasn’t interacted with you in a while, you may utilize criteria like the period of time since their last successful registration, website visit, or email click to send them an email.