How Email Marketing Automation Can Help Your B2B Achieve Its Goals

Faced with a challenging marketing landscape and increasing ROI pressure, B2B email marketers need to meet a laundry list of sales objectives.

Since B2B businesses typically face longer buying cycles, your marketing strategy requires additional nurturing efforts to maintain communication between your brand and leads.

Many B2B marketers have now turned to email marketing automation platforms to manage complex buyer ecosystems. Imagine having to send out an individual email to every email contact every week; as a busy marketer, you know that’s not an attainable reality.

Email marketing automation allows you to develop integrated campaigns that are sent at exactly the right time and provide value to your leads. With the initial setup and strategy, automation also has the potential to save your brand valuable resources and capital.

Is investing in email marketing automation a smart decision for your brand? Let’s take a look at what email marketing automation is and how you can adopt this technology as a B2B business.

What is email marketing automation?

Email marketing automation is the software marketers use to send emails automatically to leads and customers. Based on rules and triggers, you develop email workflows that send specific emails depending on the subscriber’s action or time in the sales pipeline.

For example, if someone signs up for brand updates, they automatically enroll in your workflow that sends upcoming events and recaps. Likewise, if someone fills out a contact form on your website, your automation marketing software will send a confirmation email with a thank you message.

These leads will be automatically entered into your Customer Relationships Manager (CRM) or wherever you wish to store your contacts. Automation software will also recognize how each lead interacted with your website, which gives you more insight into what their interests are and possible demographics.

Email marketing benefits for B2B brands

On a broader scale, B2B marketers use this software to automate more tedious tasks that typically require extended resources. Marketing automation is the center point of any inbound marketing strategy and helps you do more with your existing resources.

Regardless of your business size or marketing capabilities, email marketing automation provides you the following benefits:

Improves marketing efficiency

Email automation saves time and resources. Your salespeople can increase their reply rate and set appointments, and your marketing team can focus on larger strategic projects instead of busywork.

Email automation helps you avoid time-consuming tasks like:

  • Developing valuable content
  • Creating audience segments based on their actions
  • Nurturing leads to shorten the sales cycle
  • Scheduling and execute campaigns ahead of time
  • Removing duplicate or inconsistent data and leads
  • Improving communication between internal and external teams

Instead of focusing your time on tedious work, you’re able to improve your overall productivity. Email marketing automation also allows you to coordinate everything from one platform, instead of using different software for each channel.

Attracts and converts qualified leads

As a B2B marketer, your main goal is to provide value to leads and current customers. You can do this by automating your processes: in fact, of the top-performing companies in the B2B space, 69% use marketing automation for customer acquisition, and 50% use it for customer retention.

Why? Instant, timely communications allow you to cultivate business relationships and convert leads without having to do everything manually.

Email automation software also combines behavioral data—links clicked, emails opened, purchases made—with lead scoring, so you have more insight into your sales pipeline.

For example, you can utilize lead magnets within your website to understand what your lead’s preferences are and continue to send relevant content based on those interests. Valuable content has the power to speed up the buying cycle, and turn leads to converting customers.

Increases ROI

B2B marketers who implement email automation have the opportunity to increase their sales pipeline. Why is marketing automation so successful at producing revenue?

You can pair lead cycle personalization with software to communicate with the right segment of subscribers at the right time. When you create a one-on-one conversation with your leads, you’re able to communicate your value better and persuade subscribers to make a purchase.

Also, email automation doesn’t bust the budget and overuse your internal resources. You can do less and deliver more impact for your brand.

Aligns sales and marketing goals

There’s a stigma about marketers and sales reps—that they clash—but email automation smooths communication and cooperation between these two departments.

Email automation provides more qualified leads for the sales team to work with and nurture. Instead of wasting their time vetting prospects, your emails provide insight into when leads are ready for the final sales pitch or need more time. After all, nurtured leads make 47% larger purchases.

By working together and setting parameters, your marketing and sales team join forces for a more streamlined strategy. You’re able to impact the entire sales journey—marketing builds the initial relationship with prospects and sales focuses their time on the final conversions. It’s a dream team for your brand that’ll pay dividends in the future.

How B2B brands can adopt email marketing automation

Now that you understand the benefits of email automation, it’s time to adopt a platform and strategy for your brand to meet your B2B marketing goals. It’s important not to jump into automation without weighing your options and developing a plan that educates your audience.

What are the pain points in your sales cycle? Where are your customers dropping off? Once you identify pipeline trends, you can develop an automation strategy that fills the gaps.

To help you get started, check out three essential automation strategies to nurture your leads into converting customers:

Use a signup funnel for every digital channel.

You need to funnel prospects to your signup form, so you capture their data. While a simple “join our list” message may have worked in the past, B2B consumers are now demanding brands that showcase their value in unique ways. It’s not enough to just ask for their email address; you need to prove you deserve it.

Push all your digital initiatives—blog posts, social media feeds, and search ads—to a signup form with a strong CTA and incentive. Incentives could be an in-depth white paper, eBook, or industry-exclusive interview that’ll demonstrate your thought leadership. With this strategy, you’re offering something in return for their information. Using multiple digital channels helps streamline your list-building methods, so your automation can deliver the right message to your leads.

Create email drip campaigns based on actions.

Automated drip campaigns, also known as email journeys, are a sequence of emails that are triggered on a predetermined schedule to target subscribers. Typically sent after an action like signing up on a form or requesting a quote, drip campaigns help nurture longer sales cycles. Attached to a queued email workflow, you develop your drip campaign with pre-written content and designs.

Potential B2B drip campaign emails include:

  • Welcome emails: introduce brand and set expectations for future communications.
  • Events/activities: promote email courses, webinars, product announcements, and more to encourage education.
  • Promotional emails: discuss your features and benefits with your leads to encourage click-throughs to your website.
  • Re-engagement: target leads that have been in your pipeline for too long

Drip campaigns are an essential part of communicating and educating your leads. Overall, drip campaigns help you set appointments, promote events, build a sales pitch, and increase conversions.

nDash Sends Welcome Email After Account Creation

Source: Really Good Emails

Use autoresponders for confirmations.

While drip campaigns help nurture your subscribers, autoresponder emails acknowledge your lead’s interest in your brand after filling out a form. Attach autoresponder emails to forms on your landing pages and let your contact know that you’ll be in touch with them soon. While it seems like a small gesture, this extra level of customer service shows not only that you care about their business, but also allows you to get additional products in front of your lead.

Consider using autoresponders when a lead:

  • Signs up for your email list
  • Creates a support ticket
  • Purchases an item
  • Changes a setting in their account
  • Requests a quote or appointment

With more complex email automation platforms, you can send out autoresponders on a lead’s birthday or for membership renewals and reminders, for example. For B2B marketers, autoresponder emails still deliver personalization to earn 152% higher click rates, while also cutting down the amount of work you need to do.

Postmates Sends Autoresponder Email After Account Updates

Source: Really Good Emails

Wrap up

If you’re serious about growing your lead pipeline and increasing conversion rates, email marketing automation can make a significant impact on your objectives. With modern automation platforms, you’re still able to deliver personalized campaigns that target your lead’s pain points and move them through the sales funnel faster.

Additional B2B marketing automation benefits include:

  • Saving time and resources by eliminating tedious tasks
  • Attracting and converting quality leads
  • Increasing your ROI and revenue potential
  • Aligning sales and marketing goals for a more collaborative strategy

If you’re ready to implement email marketing automation, give Campaign Monitor a try for free today.

The post How Email Marketing Automation Can Help Your B2B Achieve Its Goals appeared first on Campaign Monitor.

5 Email Automation Workflows to Use in 2020

Email marketing is continuously holding steady as the king of content, and, with an average return on investment (ROI) of $38 for every $1 spent, you’re missing out if you don’t use it.

The key to making email marketing work for your brand is being able to stay in contact with your customers, sending the right messages at the right time.

Now, when your list is just starting off, it’s easy to send and reply to each message that comes into your inbox. However, once your list starts growing, you want to start implementing tools like email automation workflows into your email marketing strategy.

What are email automation workflows?

Email automation workflows are designed to help simplify your team’s day-to-day to-do list. Instead of dedicating certain team members to sending and replying to individual emails every day, different email automation workflows help to automate the process for you completely.

Email workflows are a series of emails that are triggered based on a subscriber’s data or behaviors. These emails, once designed, are sent out automatically when someone triggers the campaign.

Email automation workflow example

Source: Campaign Monitor

Email automation is the practice of setting up your campaigns to be sent out on their own, once an individual meets a certain requirement or triggers it with a specific action. A few examples of automated email workflow triggers most commonly used by marketers across all industries include:

  • Leads who subscribe to your email list
  • Leads with an anniversary or birthday coming up
  • Leads who viewed a specific website page
  • Leads who are located in a particular zip code

Setting up email automation workflows isn’t nearly as difficult as it may sound, especially if you have the right email marketing tools on hand. We cover the four steps to creating an email automation in our guide on the topic, and it breaks the process down into four simple steps:

  • Creating your plan
  • Choosing the automation that’s right for your brand/campaign
  • Setting up your email automation workflow
  • Learning how to measure the success of your email automation workflow

When creating your email automation workflow, you have to sit down and create the journey that your customer will take, and that starts by defining the trigger that initiates the campaign and then adding in steps that move the subscriber/customer through the journey.

Creating an automated journey

Source: Campaign Monitor

Once you’ve defined the automated journey, your campaign will be ready to go. As soon as a customer or subscriber trips the initial trigger of the campaign, they’ll automatically be sent the first email in the series.

5 email automation workflows to consider in 2020

Each of these email automation workflows serves specific purposes. However, they can (and should) be utilized by marketers everywhere to help stay relevant in their subscriber’s inboxes while continuing to build a trusting relationship between your brand and your subscribers.

That said, here are five email automation workflows you’ll want to consider adding to your arsenal in 2020.

1. Welcome workflows

Welcome emails are essential for any brand. Not only do they garner some of the highest open rates, but your customers have come to expect them from you as soon as they’ve subscribed to your email list.

In fact, 74% of new subscribers expect to receive a welcome message of some kind after they’ve given you their email address.
An automated workflow for a welcome email is triggered by a consumer subscribing to your email list or VIP programs. They serve several purposes, including:

  • Welcoming new subscribers to your brand
  • Introducing them to your brand, mission, and products/services
  • Give subscribers a breakdown of what they can expect from you
  • Incentivizing new subscribers to check out your products/services

Welcome email from Barilla

Source: Really Good Emails

Barilla does a wonderful job of utilizing their welcome email to simply say hello and to thank the subscriber for joining their email list. Instead of bombarding new subscribers with promotional messages, they use their email to tell readers exactly what’s to come. They even go ahead and try to get to know their subscribers more by providing them with a preference center to help customize their experience as much as possible.

The more personalization you can provide in each campaign, the better. Emails with personalized subject lines are 26% more likely to be opened, and personalized emails have the potential of 6 times higher transaction rates.

2. Thank you workflows

Thank you email automated workflows come in dozens of different forms. They can be used as a part of most email campaigns to thank readers for participating in an event, for subscribing to your email list, for updating their email preferences, and so much more.

The goal of these email workflows is to provide continued contact between you and your subscribers, even after they’ve completed an action. They can also be used to re-introduce your brand to inactive subscribers by showing them that you appreciate them.

Customer appreciation “thank you” email

Source: Really Good Emails

In this example from Fracture, they utilized their holiday email to send out an automated thank you workflow to show their customers and subscribers that they’re truly thankful for all their support. Customer appreciation is vital to your brand. Sixty-eight percent of consumers say they leave a brand specifically because they feel as if the brand doesn’t appreciate or care about them (their customers).

Why customers leave a company

Source: Super Office

So take the time to show your appreciation with a simple thank you workflow, either after a purchase or as a part of your other campaigns.

3. Transactional workflows

Transactional workflows are a must-have for anyone in ecommerce. These emails can be automatically set up and are triggered by an action such as a purchase. However, it’s worth noting that transactional emails can be utilized for anything that involves an exchange of products or services—even freebies.

The goal of these emails, much like a thank you automated workflow, is to keep the conversation going after the receiver has taken action. These emails can be customized into thank you messages with receipt details that explain the product purchased, its cost, and even its tracking information to keep customers “in the know.”

Urban Decay transactional email

Source: Urban Decay

Urban Decay did a wonderful job of their post-purchase transactional workflow. They keep it simple by including their branding and a simple thank you message to the purchaser. Then, instead of including all the purchase information in the email itself, they include a link for the customer to follow that allows them to check on the status of their purchase.

This is a great option, especially with more and more consumers worried about their personal information getting leaked through various platforms. So Urban Decay puts customers at ease and requires them to log into their account to view all the information about a purchase.

4. Abandoned cart workflows

The controversy behind abandoned cart emails is that many consumers find them “annoying.” Consumers abandon their virtual shopping carts for dozens of different reasons, and, while many are intentional, some are completely accidental.

So should you send out cart abandonment emails? Studies have suggested that 81% of consumers were “somewhat likely” to purchase something as a result of a targeted email, while other studies have shown that targeted cart abandonment emails have the potential recovery rate of approximately 12%.

Now, not all abandoned cart workflows have to look the same. In fact, we absolutely love this example from Adidas because it takes a rather fun twist.

Cart abandonment email

Source: Really Good Emails

Instead of the traditional “Did you forget” or “We’re holding this for you” email, Adidas turns the situation into a bit of a joke surrounding a common issue many online shopper experiences: WiFi troubles. Once the reader is inclined to open the message, they continue the joke and remind their reader where they left off before they left their cart.

5. Re-engagement workflows

Building an effective email list is hard work because you must maintain an engaged list. However, not every email on your list will remain active, with the average subscriber churn rate falling between 6-8%. If you’re practicing proper email list hygiene, then you know that you have to continuously check for inactive subscribers and do one of two things:

  • Re-engage them
  • Remove them from your list

Now, before you go on an email list purge, you always want to try re-engaging your subscribers. That’s because it costs approximately 5 times as much to acquire a new subscriber than it does to attempt to re-engage them.

Re-engagement emails can come in several forms, including customer appreciation workflows, survey/feedback workflows, and even simple “we miss you” campaigns. One of the most popular forms of re-engagement email workflows come in the form of a re-opt in email, such as this one by Auto Trader.

 Email Opt-in Workflow

Source: Really Good Emails

Instead of a traditional “We miss you,” this brand is focusing on the concept of better customer service and creating a better customer experience. Should the inactive subscribers wish to stay on their email list, all they must do is click on the “Stay subscribed” button. If they don’t, then the brand can safely assume the subscriber is uninterested and can be removed from the list.

Wrap up

Creating email automation workflows is a great way to help lighten your team’s workload, while ensuring that your subscribers are getting the attention that they deserve. Not sure where to start? Then try out the five email automation workflows mentioned earlier:

  • Welcome workflows
  • Thank you workflows
  • Transactional workflows
  • Abandoned cart workflows
  • Re-engagement workflows

Wondering what other types of emails your team should be sending? Check out this list of 12 emails to help you get started.

The post 5 Email Automation Workflows to Use in 2020 appeared first on Campaign Monitor.

7 Triggered Email Examples You Can Use in Automated Campaigns

Email automation has shown time and again just how simple sending the right email at the right time to the right person can be. However, to get this process started on the right foot, you need to have the right trigger in place to get the ball rolling.

Triggered emails come in a wide variety of forms, so finding something that works with each of your automated campaigns isn’t nearly as difficult as you may think.

Now, before we dive into several different triggered email examples, let’s talk about what a triggered email is and how exactly it works with email automation.

What is a triggered email?

As an email marketer, you already know there are various types of emails worth sending. While many emails are one-off messages, including newsletters, others come in the form of series. These series are often sent automatically after a consumer or subscriber completes a specific action. That action is known as the “trigger” and that email that’s sent is defined as the triggered email.

How do triggered emails and email automation work together?

Triggered email marketing and automated email marketing often go hand in hand. Why? Because, to truly automate a campaign, something must get the ball rolling.

You can schedule posts to go out at certain times, but that doesn’t mean you’re sending the most relevant content to your audience members.

Email automation

Source: Campaign Monitor

Those who send automated emails are 133% more likely to be sending content that’s highly targeted to their subscriber’s interest and their current place in the customer journey. And, of those sending automated or triggered emails, conversion rates of approximately 50% are reported.

7 triggered email examples that can be easily added into your automated campaigns

Since triggered emails and automated email campaigns work best together, you’ll want to take a few minutes to comb through a few triggered email examples.

1. Welcome emails

Not only do automated email campaigns net nearly 70% higher open rates than the typical email, when that email is an automated welcome message to new subscribers, your open rates only continue to grow. Welcome emails are opened up 10 times more often than most other emails, so, if you aren’t taking the time to welcome your new email subscribers properly, then you’re missing out on some significant engagement opportunities.

Welcome emails are triggered emails that are sent automatically after a new subscriber has finished the opt-in process. These messages typically make the reader feel welcome, while also giving them the next steps, such as:

  • An introduction to the brand/head of the company
  • What they can expect from the brand
  • CTAs that lead them to other various content worth exploring

Now, the idea isn’t to overwhelm your new subscribers, so welcome campaigns are often split up into short series that break down into different pieces. These series are further automated based on different factors, including set time intervals and subscriber behaviors.

Welcome email from Toast, Inc.

Source: Really Good Emails

2. Onboarding emails

While welcome emails and onboarding emails often get clumped together in an automated welcome series, they’re two very different emails. What makes an onboarding email different from a welcome email is that these emails are intended to get your new subscribers started in the purchase process.

For example, as a part of the HelloFresh welcome series, new subscribers are not only welcomed to the brand, but they later receive emails that encourage them to give their food services a try. In the example below, the onboarding email may have been triggered after the subscriber reviewed a few menu options that are available to members. So now the brand wants to show the subscriber just how simple getting started can be.

 Onboarding email from HelloFresh

Source: Campaign Monitor

In many cases, these onboarding emails include some sort of incentive to get subscribers to act. In this particular example, the incentive is the unique $20 off each of your first three deliveries. This is an excellent way to encourage your new subscribers to jump on it.

3. Transactional emails

Transactional emails come in a variety of different forms. However, the most common transactional email is one that’s triggered by a purchase. Once someone makes a purchase from your ecommerce store, a digital receipt is sent to their email address on file or one that they provided at checkout.

 Transactional email from Coinbase

Source: Really Good Emails

Again, while a purchase triggers the most common transactional email, these emails can be triggered for several different reasons.

A transactional email, by definition, is one that’s sent out to confirm that a transaction took place. This can be a purchase or any of the following:

  • Registration confirmation
  • Password reset notification
  • Feedback request
  • Cart abandonment email
  • Even confirmation email and more

Once any of these transactions have been completed, an automated email acknowledging the event should be sent out to the consumer to verify what took place and when. Even better, those who include automated transactional emails into their marketing strategy see 8 times as many opens and clicks as any other type of email while also generating 6 times more revenue.

While the example above is of a traditional post-purchase transactional email, this example by the brand Waking Up is a transactional confirmation email.

Transactional email from Waking Up

Source: Really Good Emails

This type of transactional email could be triggered in several ways. Say, for example, someone is new to the Waking Up brand and just set up their user profile. This email may have been automatically triggered as a part of the initial setup process to ensure that the customer who’s setting up the app is who they say they are. Another reason could be that the user forgot their app login password. Once they’ve clicked the “forgot password” option, then they could’ve triggered this email to verify that they are who they are, so that they can move forward with the reset process.

4. Re-engagement emails

Re-engagement emails are automated emails that should be sent out to anyone who falls under your brand’s unique definition of “inactive.” Some subscribers just become inactive; however, before you write them off as a lost cause, you should be trying to re-engage them and encourage them to return.

This can be done by setting up a re-engagement campaign with a start trigger that’s set off once someone has stopped engaging with your email content after a predetermined amount of time. For example, if you’ve defined an inactive subscriber as someone who hasn’t interacted with your brand in 6 months, then a re-engagement email should be automatically sent out to check in on them once they’ve reached that 6-month time trigger.

 Re-engagement email from Google

Source: Really Good Emails

5. Product inventory updates

For those with an ecommerce store, product inventory updates are an excellent automated campaign that can be sent out to customers. If you’ve been carefully tracking user behavior through the use of website cookies or email pixel tracking, then you can be sending out automated messages that are triggered by certain customer behaviors.

In this example, from the beauty brand Sephora, they were likely tracking their customer’s behavior and noticed that they were paying particular attention to this sold-out product. That said, once the product’s available again, an automated trigger email was sent out to those who were paying particular attention to this one product. Those who showed no interest or never visited this product’s page wouldn’t receive this product update because their user data wasn’t on file.

Inventory update email from Sephora

Source: Milled

6. Event announcements

Event announcements are another excellent opportunity for sending automated campaigns. While many marketing teams will choose to automatically send these messages out to everyone on their email list, some brands give users a preference center. This preference center allows subscribers to pick which segmented lists they want to be a part of. If they choose to receive notifications about upcoming events, then that sets a trigger for later. Once an event announcement becomes available, it’s sent to those on the list automatically.

Event announcement email from Bite Beauty

Source: Milled

7. Survey/feedback emails

Finally, one last triggered campaign worth adding to your automated email campaigns is the customer feedback/survey email. These emails are great because they can be triggered by virtually any type of event, including:

  • Purchase
  • Following an event
  • After attending a webinar
  • After downloading free content and more

Not only do these emails allow you to gather valuable feedback from your customers, but they also allow your customers’ voices to be heard—something they crave with any brand.

Survey email from Bellroy

Source: Really Good Emails

Wrap up

Triggered email examples are quite literally everywhere you look. In fact, it’s safe to say that most emails that land in your inbox are not only automated, but triggered in some way or another based on information from your preference center or based on behavioral tracking.

Not quite sure which triggered email examples you should start adding to your automated email campaigns? Here are a few ideas to get you started:

  • Event announcements
  • Inventory updates
  • Milestone email/birthday emails
  • Onboarding emails
  • Re-engagement emails
  • Survey/feedback emails
  • Transactional emails
  • Welcome emails and more

Curious how automated workflows can help get your subscribers engaged? Then make sure you check out these three automated workflow ideas that do just that!

The post 7 Triggered Email Examples You Can Use in Automated Campaigns appeared first on Campaign Monitor.

Best Email Drip Campaign Examples of 2019

The truth is that email conversion rates are about 40 times higher than those recorded from social media. As a marketing channel, email is both reliable and cost-efficient, in terms of being able to adapt to ever-changing trends.

With great reach comes great competition. Did you know that projections put the number of active email accounts across the globe in 2019 at over 5.5 billion and the average worker gets more than 120 emails every day?

Before you even start to engage with your audience through email, they’re likely already overwhelmed by their inbox messages. So how do you rise above the noise and get your subscribers’ attention? Read on for some email drip campaign examples that can inspire you to create relevant and competitive content.

What is an email drip campaign?

An email drip campaign uses pre-written and automated messages. Like most marketing efforts, its goals are to maintain engagement and drive conversions. This type of email campaign is the marriage of a marketing concept and a modern email marketing tool.

The former is drip marketing. The philosophy is persistence based and maximizes the capability to provide ongoing value. Many email drip campaigns share tidbits of information over days or weeks, sending email sequences on a preset schedule.

The latter is email automation, a standard feature offered by most email marketing services. Instead of manually sending every email, marketers can set up triggers—such as opt-ins or purchases—and have a campaign run on its own.

Why are email drip campaigns effective?

Autoresponder emails make setting up drip campaigns fast, easy, and very affordable. For each dollar spent on drip marketing in 2016, the average ROI was about $38. Even without constant effort, constant and always relevant emails keep your brand in your subscribers’ minds.

Email drip campaigns and the targeted message sending they’re known for can free up valuable time in your schedule. Modern technology allows marketers to respond consistently and effectively to specific subscriber behavior—even when you’re focusing on other tasks.

Automation in email also means that your best work doesn’t go to waste. For example: write and perfect a welcome email series once and have it sent to each new subscriber upon signup.

While multiple email drip campaigns run in the background, you could be reviewing performance metrics or working on other marketing messages too. Revenue can trickle in even when you’re on vacation.

How do you craft an email drip campaign?

Ready to make your email marketing job a whole lot easier? Here’s how to create an email drip campaign, step by step:

  • Have a purpose or a problem to solve. Your campaign needs an end goal before you can flesh it out. Without this, you may find it hard to choose a trigger or set parameters—such as the number of emails and the content of each message.
  • Segment your distribution list. Cultivating optimized subsets of subscribers can help boost conversions. Segmentation leads to more pertinent information delivered to more interested people.
  • Set up your email sequence. How many emails will you need to craft? What’s the sending schedule of each email? It’s important to finalize this before working on the campaign. You don’t want to write something only to have to scrap it later on.
  • Write marketing emails. Aim for an evergreen quality, from the subject lines to the CTA. Remember that these emails may reach people months or even years after you initially create them.
  • Improve the campaign as you go. If you feel the need to adjust certain elements, do so. Email drip campaigns aren’t set in stone. You can use A/B testing if you’re unsure whether a change will help or hurt your metrics.

Many email drip campaign examples are long and complicated sequences involving multiple emails. This doesn’t always have to be the case. Some are only one or two messages long.

Here are 6 great email drip campaign examples.

You can use several email drip campaigns to keep in touch with a single distribution list. However, you must remember that too many emails at once can stress your audience—sometimes to the point of unsubscribing.

Review your triggers and segments often. Keep tweaking your email drip campaigns. Find an optimal design that keeps your subscribers interested without burning them out.

Take a look at the following email drip campaign examples:

1. A welcome campaign

This is the first impression you make on subscribers, so you must get a welcome email drip campaign right. This shouldn’t be hard, because you’re already starting with an advantage: Welcome emails have open rates 50% higher than the average for all emails.

As email drip campaign examples go, you don’t want to stick to a simple “Hello.” Make that high open rate work for you. Urge subscribers to download free content, add purchases to their cart, or leave a testimonial.

 Headspace email showing an example of a welcome message

Source: Really Good Emails

The Headspace email above looks like a generic email, but it really could be the start of a steady drip of information. Helpful content on meditation and seasonal discounts may follow this initial welcome message.

2. A sales push

If you’re a retail brand, email drip campaigns like this are your bread and butter. Taking note of pain points and buyer behavior will allow you to figure out how to make a case for a sale or two.

A customer adding items to their ecommerce cart or making an outright purchase are common triggers for sales pushes. With these triggers, it’s apparent that the customer is open to buying at least one of your products.

Uniqlo email showing an example of a retail message

Source: Really Good Emails

Other than sending invoices and asking customers to confirm payment details, these email drip campaigns usually thrive on upsells and cross-sells.

In the Uniqlo email above, the point is to announce that a sold-out favorite is back in stock. The cross-sell happens as other product collections—new arrivals, men, women, and kids—appear underneath the main section.

3. An informational course

Sometimes revenue isn’t the point. An email drip campaign doesn’t always have to make increased revenue its goal. Growing your distribution list and sharing important information are also valid goals.

Common examples of this type of email drip campaign include email-based courses or guides, like the one below sent by POGO.

POGO email showing an example of an educational drip campaign

Source: Really Good Emails

The POGO email features a visualization of the campaign’s complete email sequence. The inclusion gives subscribers the chance to opt out early if they’re overwhelmed or not interested.

4. A survey series

Surveys or testimonial requests are interactive ways for you to involve your subscribers.

At the heart of these email drip campaigns, you’re asking for customer feedback. Remember that activities like this cut into your subscribers’ free time or work hours. It’d benefit everyone involved to have a short campaign email sequence.

WYR email showing an example of a survey message

Source: Really Good Emails

The WYR email above shows a very engaging type of survey-based email drip campaign. The point of this email—already deep into its campaign’s messaging sequence—is to ask “would you rather” questions. Underneath the main section, there are results of a previous email’s “would you rather” question.

To top it all off, eye-catching illustrations add drama and interest to the survey.

5. A milestone celebration

Sending milestone messages—whether it’s for brand-specific achievement or a customer’s personal triumph—helps foster stronger connections between you and your audience.

For example: you can create an email drip campaign for subscribers’ birthdays or signup anniversaries. Regular progress updates are great examples of highly personalized and consistently engaging emails too.

 Withings email showing an example of a milestone update message

Source: Really Good Emails

The Withings email above lists activity goal badges, likely information based on data collected by the wearable tech the company makes. Messages like this remind customers of your brand and encourage them to keep using your products.

6. A re-engagement bid

Even your most loyal subscribers will have moments or a turning point when they won’t engage. Don’t let inactive people stay too long in your email list. Purge your subscriber base regularly to keep engagement rates healthy.

You may create a re-engagement email drip campaign to see if you can get non-responsive people to weigh in and choose to remain in your email list.

Framebridge email showing an example of a re-engagement message

Source: Really Good Emails

The Framebridge email above is short and sweet: a heading, five sentences, and an orange CTA.

Wrap up

An email drip campaign uses pre-crafted emails set in an automated sequence. It keeps subscribers engaged while encouraging them to act and increase conversions. Behavioral or transactional triggers lead to the delivery of the emails.

To craft an email drip campaign, you should have a problem to solve and a segmented list. Once those are set, consider the ideal email sequence, write the messages for it, and then keep improving elements of the campaign as needed.

Ready to try your hand at using email drip campaigns? Take one more look at the examples above and dive in. Below are some email drip campaign examples you may want to take inspiration from:

  • A welcome campaign
  • A sales push
  • An informational course
  • A survey series
  • A milestone celebration
  • A re-engagement bid

Ready to create engaging emails that convert? Get some practical advice from Campaign Monitor’s 2020 take on effective email marketing strategies.

The post Best Email Drip Campaign Examples of 2019 appeared first on Campaign Monitor.

How Email Automation Can Support A Seamless Cross-Channel Customer Journey

This is a guest post from Megan Wright at Chamber of Commerce.

More and more organizations are competing on customer experience. In fact, it’s estimated that, by next year, customer experience will overtake price and quality as the key brand differentiator.

This change has lead marketing teams and customer service teams to drill into how customers are engaging with their brand.

It’s no longer just enough to provide a great product at a great value. Customers are now demanding a great experience as well.

So, how can a business create a great customer experience? It starts with building a purposeful customer journey. A customer journey is the experience that you want your customer to have, from first interaction through post-purchase.

The ideal customer journey creates excitement, answers questions, and provides value at every interaction. By creating a wonderful customer journey, you can create a long-term relationship with your customers and increase their lifetime value.

While the concept of offering a great journey seems simple, actually building that journey across multiple channels, can be challenging.

Previously, it might’ve required tons of marketing time spent creating individual emails. Or it could’ve taken a huge customer care staff to tend to each individual. Fortunately, the rise of automation has made building a powerful customer journey much easier.

Using email automation, organizations can better serve the customer with personalized, helpful information based on each individual’s behavior.

Additionally, because email offers so many metrics around engagement, teams can leverage this data to improve efforts over time.

How automation can improve customer experience

Gone are the days where customers will happily sit on hold and be transferred to different agents before finally reaching the right person.

One of the simplest and most impactful ways automation can improve the customer experience is by answering inquiries faster.

Automated email responses

No longer will customers wait days or weeks for an email response. In fact, recent studies suggest that customers expect an email response within six hours—if not even sooner.

Fortunately, email automation can help your CX teams answer immediately, even if they aren’t available.

This automated email provides other ways to reach help and a call to action to check out the new course. This is an organic part of the email customer journey.

Source

This automated email provides other ways to reach help and a call to action to check out the new course.

By dynamically sending a response as soon as a customer emails in, you give them a notification that the message has been received and the assurance that they’ll be responded to quickly.

It’s also a best practice to provide something of value or a link for more information while they wait for your response.

Chatbots

The Chatbot market has exploded over the past few years, and for good reason. These AI-powered tools help guide customers through the customer journey effortlessly, while reducing the total time needed for a customer service rep to handle mundane inquires.

In fact, a recent study conducted by Juniper Research showed that Chatbots are expected to save businesses $8 billion annually by 2022.

Not only are Chatbots saving business money but customers actually like the instant interaction. These chatbots show how automation can be a natural part of the Providing helpful information at the right time strengthens the email customer journey.

Source: SEM Rush

Not only are Chatbots saving business money but customers actually like the instant interaction without having to wait through a phone tree or for someone to respond to an email. When customers get answers fast, it improves the overall customer satisfaction rating (CSAT).

Leveraging Chatbots saves time so customer care agents can then spend time building relationships with customers and dealing with more complex customer issues.

A unified experience

Another important aspect of a great customer journey is that it’s always consistent. Whether a customer is talking to the marketing team, the sales team, or customer care, they should always have the same experience and receive the same answers.

While call scripts and process flows can help a customer service teams manage inquiries the same way, it can be harder to instill a consistent experience across teams.

Fortunately, automation can help teams create a cohesive experience. Whether the customer contacts the business via call, chat, text, or social media inquiry, automation can ensure anyone can handle customer inquiries on any channel.

Today’s top businesses do this by leveraging SCV systems, or Single Customer View systems. An SCV brings all the customer data, knowledge bases, and channel inquiries into a solidified dashboard.

It acts as a central hub for all customer interactions and one-click access to solutions for agents.

These solutions usually integrate disparate systems like Campaign Monitor marketing automation along with communication tools like Chatbots to create a cohesive system for sharing information.

It also tracks customer behavior such as purchase history, site activity, prior calls, and contacts. It paints a highly detailed picture of the customer and can help agents, and any other team members, better anticipate questions and provide more personalized service.

Customers are starting to demand this cross-channel level of customer experience. Thirty-five percent of customers expect to be able to connect with the same agent on any channel and an SCV ensures this can happen.

Automation can fuel the process. Not only can it help streamline and direct interactions, but it can also be used as an effective marketing tool to build customer loyalty and improve customer satisfaction.

You can create specific email flows for different customers based on data you already have about them. For example, Chatbooks is a service that creates photo books from photos you took with your phone.

If a customer is on live chat with a customer service representative and mentions that their baby’s first birthday is coming up, the rep can make a note in their CRM.

Chatbook can then send an offer before their baby’s first birthday to create a highly personalized marketing message.

Chatbooks example

See the Chatbooks customer story here.

Provide helpful information

Providing helpful information at the right time strengthens the customer journey. One way to provide value is through automated trigger emails.

Trigger emails are automatic emails that are sent based off a user’s behavior. This behavior can be visiting a specific landing page, opening a previous email, or even not logging into the software or dashboard.

If you know these behaviors traditionally lead to questions or actions, trigger emails can be helpful to guide the customer to the next step.

A great example of this is right after a new subscriber signs up. Once a new customer signs up for your service, they should automatically go through an onboarding flow. To ensure no step is forgotten, automate the emails.

Once they sign up, send a welcome email with their credentials to log in to the platform or an introductory offer to entice them to make a purchase. Then, send an email that explains what they can expect next.

These emails show you’re excited and keep the process moving, without depending on a single person to send the emails.

Buzzfeed email example

See how Buzzfeed uses email.

Another example of helpful emails that improve the customer experience and your bottom line are abandoned cart emails. Abandoned cart emails can be automatically sent to customers that put an item into their cart and then never checkout.

A missed checkout doesn’t necessarily mean they’re uninterested. In most cases, it means the customer isn’t quite ready to buy or got distracted.

Clearly, this individual is interested, and an abandoned cart email may help them complete their checkout.

Use similar products in your next email or an exclusive offer, if they buy now, to entice the purchase. This too can be helpful during the checkout, as it prevents the user from having to search on their own or forgetting a key piece to their purchase.

The key to either email is to present the information as helpful and not to send too many emails. Just one reminder should be enough.

Birchbox email example

See the Birchbox customer story here.

Bringing it all together

OMI, cross-channel experiences are the new norm for both B2B and B2C businesses. Requests, orders, and questions come from websites, social media, phone, email, text, and in-store visits.

Ninety-eight percent of consumers switch between devices every day. Consumers with multiple devices switch between screen an average of three times a day.

It’s not just devices, either. Eighty-six percent of consumers report “channel hopping” across multiple channels. This means customers might text you on their mobile phone, email you from their desktop, and follow up with a phone call on the same issue.

Organizing teams by platform forces the customer to start over every time they interact. The right software solutions and automation can avoid this.

Automation software and omnichannel teams can avoid the biggest customer complaints of long wait times, inconsistent information, and non-personalized help.

SCV solutions can create a unified database that works across agents and channels. Customers no longer have to repeat themselves. Knowledge bases and training can help make sure agents have the information they need on hand.

Wrap up

Companies that figure out how to offer omnichannel customer care via automation see large gains.

Aberdeen Group’s research shows that companies providing superior omnichannel customer engagement outperform competitors by an average of 9.5%, when it comes to annual revenue.

That’s three times the return over poor performers. While it may take time to set up correctly, automation can create a powerful customer experience that creates a better, more valuable customer.


Megan Wright is the Chief Editor for ChamberofCommerce.com. As a small business expert, Megan specializes in reporting the latest business news, helpful tips, and reliable resources, as well as providing small business advice.

The post How Email Automation Can Support A Seamless Cross-Channel Customer Journey appeared first on Campaign Monitor.

Knowing When to Use Do-Not-Reply Email Addresses in Marketing

If you take a look at your inbox right now, we’re willing to bet at least a couple of the latest emails you received came from do-not-reply email addresses.

No-reply email addresses are everywhere. Businesses, from small to big, use them to send all kinds of messages, and, in many cases, they go about it all wrong.

We’ve talked a lot about how we feel about do-not-reply email addresses in the past. However, there’s a time and a place for everything, and, if you’re an email marketer, there are only a couple of occasions where it makes sense to use a do-not-reply address.

Read on to discover what those are. But, first, a discussion on no-reply email addresses, in general, and why they’re such a controversial topic.

What are do-not-reply email addresses?

Every email you get comes from somewhere. However, a lot of automated emails use what we call do-not-reply email addresses, like this one.

An example of do-not-reply email address.

As the name implies, if you try to reply to one of these addresses, you’ll either get a failure-to-deliver notification or your message will go unanswered.

That’s because do-not-reply email addresses don’t get monitored. Businesses use them to send out emails that they think don’t require any type of interaction, so they don’t get flooded with unnecessary replies.

It makes a lot of sense, from a business perspective. The average worker spends up to 2.6 hours, every single day, going over emails. Anything that can take that number down is bound to increase productivity massively.

However, there’s a reason—if not several—why no-reply email addresses are such a controversial topic among marketers.

Why you should (mostly) avoid using do-not-reply email addresses

A quick Google search for “do-not-reply email addresses” will show you there’s a pretty clear consensus when it comes to the topic: They may be practical, but they’re not a good business practice.

The argument against do-not-reply email addresses boils down to three key points:

1. They’re not customer-friendly. It’s pretty easy to spot do-not-reply emails. However, you need to understand a lot of your customers are probably not as tech-savvy. They might miss out on the signs, reply to these emails, and then wonder why they’re not getting a response from you.

2. You miss out on essential client feedback. Feedback is key to any company’s growth, and email is one of the easiest ways to communicate with your clients. If you cut off that channel entirely, you’re missing out on a lot of important conversations.

One great example of a situation where a lot of businesses use do-not-reply addresses when they shouldn’t is during purchase confirmation emails.

 A Humble Bundle purchase confirmation email.Source: Humble Bundle

At first glance, the practice makes sense: You buy something online and you get a quick confirmation email that doesn’t require a response. It should be the perfect scenario for using a do-not-reply address.

But what if one of your clients has a problem with their order?

Ideally, customers will reach out to you via your official support channels. However, as we mentioned earlier, not all your clients may be that tech-savvy. If they get an email about their purchase and they have a question, they’ll probably use that channel to try and get a response.

In that scenario, you don’t come off well to that customer, which means they’re less likely to make future purchases or recommend you.

Overall, there are very few scenarios where it makes sense to use do-not-reply emails, so let’s talk about what those are.

When to use a do-not-reply email address in marketing

1. Opt-in confirmation messages

Opt-in confirmation messages are the perfect scenario for using do-not-reply email addresses.

Most of your subscribers probably sign up for a lot of newsletters and email lists. That means they know the drill: Every time they sign up for a new list or service, they’ll get a confirmation email like this one.

 A confirmation email from Duolingo.Source: Duolingo

There’s absolutely nothing about that email that invites a response.

At worst, some of your clients will change their minds at the last minute—in which case, all they have to do is not confirm their subscription. It’s that easy.

However, just because signup confirmation emails don’t require a response, it doesn’t mean they should be boring.

You still want to make sure that customers open those messages, even if they come from a do-not-reply address.

In this case, since we’re pretty sure you won’t be getting any responses, you can replace the traditional donotreply@yourdomain.com with personalized addresses such as:

  • hello@yourdomain.com
  • yourname@yourdomain.com

Your emails may be automated, but you still want your customers to feel like you’re messaging them directly. Even a little bit of personalization goes a long way when it comes to email open rates and engagement.

2. Account update notifications

If you run the type of business where customers can make a purchase from your website, then chances are you require them to sign up for an account. That means they have to share personal and contact information with you, such as their email address.

We already talked about opt-in confirmation messages, but what happens if one of your customers decides to change their email?

Ideally, you’ll send them an automated confirmation message to the former address, just in case there’s something fishy going on. That’s a perfect opportunity to use a do-not-reply email address.

 A security notification from Netflix.Source: Netflix

These types of messages don’t require any interaction beyond confirming the changes your customers make.

In case of a security breach, most of these emails include a link your clients can use to let you know they didn’t initiate the changes to their account.

An example of a donotreply disclaimer from Netflix.

Source: Netflix

Even so, if you’re going to use a do-not-reply address, you should always make sure you include a brief disclaimer at the bottom of the message, so customers know you’re not monitoring their responses.

How to ensure you don’t miss any emails (without using a do-not-reply email address)

We can all agree that using do-not-reply addresses isn’t a smart business move, in most cases. However, that leaves you with a problem on your hands: How can you prevent your business email from getting flooded?

The answer is this: You can’t.

The larger your business grows, the more customer queries you’ll have to deal with. If you’re an online business, that means you’ll be getting messages 24 hours a day, 365 days out of the year.

Fortunately, there are a lot of smart ways you can deal with a flooded inbox. Your best allies, in most cases, will be labels, filters, and automatic responses.

If you’re not using labels and filters yet, you need to catch up on the times. Modern email clients enable you to filter any emails you get according to specific criteria.

For example, you can set up filters to assign high-priority labels for email addresses from important senders, so they don’t go overlooked.

Beyond that, you can set up automatic responses if you want customers to know it may take you a day or two to get back to them. That way, they won’t panic and send even more emails your way.

Depending on the size of your business, it might even pay off to hire someone to monitor and reply to emails full time. It’s an essential customer communications channel, so it makes sense for you to put a professional in charge of it.

Wrap up

Ask 10 email marketers what they think about do-not-reply email addresses and we bet they’ll all say the same thing:

“Only use them in very, very specific cases.”

Two such scenarios include:

  • Opt-in confirmation messages
  • Account update notifications

Those are two types of messages that are fully automated and, in most cases, don’t require any further action from you. Beyond that, if there’s even a slight chance that customers might want to reply to one of your messages, then use a live email address.

Campaign Monitor provides you with the tools and features you need to create engaging emails that get high response rates.

The post Knowing When to Use Do-Not-Reply Email Addresses in Marketing appeared first on Campaign Monitor.