E-mail advertising and marketing workflows might help you construct belief, pitch your services, and make gross sales on autopilot.
Right this moment we’re going to talk about what they’re, when to make use of them, and how one can set them up.
Wish to take your electronic mail advertising and marketing to the subsequent stage?
Proceed studying…
What Is an E-mail Advertising and marketing Workflow?
An electronic mail advertising and marketing workflow is an automatic electronic mail sequence that’s triggered by a particular occasion.
For instance:
It’s in all probability protected to say that the most well-liked kind of electronic mail advertising and marketing workflow is the welcome sequence that’s robotically despatched to each electronic mail subscriber instantly after they affirm their subscription.
Different in style sorts of electronic mail advertising and marketing workflows embody:
- Content material workflows.
- Gross sales workflows.
- Launch workflows.
- Dunning workflows.
- Win-back workflows.
E-commerce companies additionally generally use product suggestion workflows and deserted cart workflows.
Ought to You Use E-mail Advertising and marketing Workflows?
One-off broadcast emails are nice for when you will have a time-sensitive announcement (e.g., a flash sale).
Nonetheless, if they’re the muse of your electronic mail advertising and marketing technique, then you might be nearly actually:
- Losing assets akin to time, power, and cash.
- Leaving some huge cash on the desk.
It merely doesn’t make any sense to make use of handbook broadcast emails when you could possibly be utilizing automated electronic mail workflows as a substitute.
Ideally, with regards to electronic mail advertising and marketing, you need to automate every thing that may be automated in order that you could possibly preserve your assets whereas maximizing the ROI of your electronic mail advertising and marketing campaigns.
Sure, electronic mail workflows take time to arrange, nevertheless it’s a worthwhile funding that may repay in the long term!
How one can Setup an E-mail Advertising and marketing Workflow
Okay, so now that you simply perceive why electronic mail advertising and marketing workflows are necessary, how do you truly set one up?
Decide the Purpose of Your E-mail Workflow
Each electronic mail workflow must have a objective. What are you attempting to realize?
- Enhance engagement?
- Promote a specific services or products?
- Create pleasure round your upcoming product launch in order that you could possibly have an enormous launch day?
Keep away from obscure objectives like “enhancing model consciousness” as a result of that’s not one thing you’ll be able to measure.
Select a concrete goal that may be measured with particular metrics akin to open charges, click-through charges, gross sales, and many others.
Design Your E-mail Workflow
After getting selected the objective, it’s time to design an electronic mail sequence that may assist you obtain it.
Some components to think about right here:
- Workflow size. You might want to resolve what number of emails to incorporate on this explicit workflow. E-mail workflow size can vary from just a few promotional emails to a six-email welcome sequence to an open-ended sequence the place you add new emails as you go – and something in between. All of it will depend on what you are attempting to realize.
- Workflow continuity. You might want to take into account every electronic mail not simply from a standalone perspective but additionally from a sequence perspective. How does it choose up the place the earlier electronic mail left off and set the stage for the subsequent electronic mail? Just be sure you perceive the massive image.
- E-mail frequency. You additionally must resolve at what intervals you’ll ship the emails on this sequence. Typically, for brief sequences which can be clearly outlined, say, a welcome sequence, we suggest a every day frequency. In the meantime, for longer sequences, particularly open-ended ones, a weekly frequency may work higher.
You need to have a top level view of your electronic mail workflow earlier than you begin producing the content material for it.
By the best way, ClickFunnels 2.0 contains templates for numerous electronic mail workflows, which tremendously simplifies the workflow design course of.
Produce the Content material For Your E-mail Workflow
You’ll be able to both produce the content material your self or outsource it to an electronic mail copywriter.
We suggest utilizing the Hook, Story, Supply a copywriting framework for electronic mail copy. That’s what we do and it has labored extraordinarily effectively for us!
- Hook. Seize the subscriber’s consideration with a compelling topic line. That is crucial copy factor of your electronic mail so just remember to give it the eye it deserves. In any other case, even when you get every thing else proper, it gained’t matter as a result of the subscriber gained’t open your electronic mail!
- Story. Inform the subscriber a charming story that resonates with them on an emotional stage. Ideally, it ought to embody a lesson that’s related to them in order that they might really feel that they’ve discovered one thing from studying your electronic mail.
- Supply. Transition from the story to your gross sales pitch after which to the decision to motion.
Right here’s how our co-founder Russel Brunson explains it:
Set Up Your E-mail Workflow
This may rely on what software program you might be utilizing.
Right here’s how one can do it in ClickFunnels 2.0:
E-mail Advertising and marketing Workflow Instance: The 6-E-mail Welcome Sequence
Right here’s the welcome sequence that we suggest sending to the potential buyer as soon as they provide you their electronic mail tackle:
- E-mail #1: Who Are You? Introduce your self to the brand new subscriber.
- E-mail #2: The place Did You Come From? Share your origin story. How did you come to do what you do now?
- E-mail #3: What Do You Do? Clarify what it’s that you simply do. How does all of it work?
- E-mail #4: How Did You Acquire This Experience? Clarify what makes you certified to do what you do. Point out related schooling, credentials, and accomplishments.
- E-mail #5: Who Do You Do This For? Describe your dream clients + share a case research on the way you helped such an individual get the outcomes that they wished.
- E-mail #6: How Can You Do It For Me? Pitch your frontend provide and supply a hyperlink to its gross sales web page.
Alternatively, you need to use a “buffet” method, the place as a substitute of pitching one provide, you present a listing of all of your presents with fast descriptions and call-to-action hyperlinks.
This welcome sequence lets you construct belief, which makes it simpler to promote your frontend product on the finish of it.
It’s a way more efficient method to electronic mail advertising and marketing than hitting the brand new subscriber with a gross sales pitch instantly!
How To Use Advertising and marketing Automation To Make Your Emails Extra Related
To this point, we’ve solely mentioned linear electronic mail workflows the place all subscribers get the very same electronic mail sequence.
Advertising and marketing automation is an electronic mail advertising and marketing apply the place you create electronic mail workflows that embody behavioral triggers.
You need to use it to robotically tailor your electronic mail content material to every subscriber primarily based on their habits with “if/then” guidelines.
Right here’s an instance:
The screenshot above depicts a easy electronic mail workflow however you may make them as advanced as you need.
We suggest mastering advertising and marketing automation as a result of it’s one of the best ways to make sure that your emails are as related to every subscriber as attainable.
For instance:
Think about that you simply promote three fitness-related on-line programs that concentrate on three completely different issues: shedding weight, gaining muscle, and fixing posture.
In that case, when you solely have one lead technology funnel, it is sensible to go together with the beforehand talked about “buffet” method and checklist all three presents within the sixth electronic mail of your welcome sequence.
You’ll be able to then use advertising and marketing automation to robotically tailor future electronic mail content material to every subscriber primarily based on which hyperlink they click on.
Say, if somebody clicks via to the load loss course gross sales web page, however doesn’t buy it, you need to use that as a set off for a sequence of emails about weight reduction.
On condition that their habits has indicated an curiosity in weight reduction, it is sensible to ship them weight-loss content material as a substitute of muscle-building or posture stuff, proper?
Right here’s a normal rule of thumb that you must at all times take into account:
The extra related the e-mail, the upper its conversion charge.
So arrange these advertising and marketing automations!
How one can Mix Advertising and marketing Automation With E-mail Segmentation
E-mail segmentation is an electronic mail advertising and marketing apply the place you create subscriber segments primarily based on numerous standards akin to demographic data, subscriber habits, buy historical past, and many others.
It lets you:
- Goal particular subscriber segments.
- Exclude particular subscriber segments.
You’ll be able to mix it with advertising and marketing automation and robotically phase subscribers primarily based on their habits.
For instance:
Let’s proceed with the instance of promoting three fitness-related on-line programs.
Say, if a subscriber clicks on the load loss course hyperlink within the sixth electronic mail of your welcome sequence and buys it, it is sensible to exclude them from future gross sales emails that put it on the market.
You are able to do that by making a subscriber phase for individuals who have bought your weight reduction product after which organising advertising and marketing automation so that everybody who buys it might be robotically added to that phase.
This may make it straightforward to exclude them from each handbook broadcast emails and automatic electronic mail workflows designed to promote that exact on-line course.
Setup E-mail Advertising and marketing Workflows With ClickFunnels 2.0!
ClickFunnels 2.0 is an all-in-one advertising and marketing platform that has every thing it’s worthwhile to construct a worthwhile on-line enterprise.
It features a highly effective electronic mail advertising and marketing performance that you need to use to:
- Ship one-off broadcast emails.
- Arrange automated electronic mail sequences.
- Create advertising and marketing automation with behavioral triggers.
We provide a free 14-day trial which implies you can try our software program with none threat!
