3 Essential Email Marketing Workflows

Email marketing, depending on who you ask, is either the best thing since sliced bread or a complete waste of time.  But the fact is that when used correctly, email marketing can drive 18 times more revenue than email blasts — and way more revenue than doing nothing at all.

So if you want to start getting more back for your efforts, read on for some ideas for automated email marketing workflows you can set up in Leadsius to engage your leads and contacts with relevant emails.

Relevant Email Marketing

According to Jupiter Research, relevant emails drive 18 times more revenue than email blasts — the key being relevant.  Just sending an email blast out to all your customers is not only a waste of time, it’s actually harder than sending a relevant email.  Your leads and contacts have different wants and needs, and trying to create an email that everyone can relate to is next to impossible — unless you’re in a very niche market and even then it’s hard.  Use these email marketing workflows to help you be more relevant.

Although these workflows are geared towards users of Leadsius marketing automation, you should be able to adapt them to whatever platform you’re using.

1: Interest Workflow

If someone views pages about one topic several times, chances are they’re interested in that topic.  Create workflows for each of the main topics you cover and send a series of emails around that topic.

For example, if you sell pet foods and someone views your page for Kitty-Kibbles, chances are they either: have a cat, are getting a cat, know someone who has a cat (or have some very “interesting” dietary habits).

Using the example above, you would create a smart (dynamic) list that automatically includes everyone who views that page.  Then create a workflow that sends emails with offers for cat food or accessories, interesting blog articles about cats, or inviting them to join your Kitty-Klub.

2: Cross-sell Workflow

If a customer buys something from you, there may be an opportunity to sell them another related item.  Create a list for each product (or category of products) you sell and send emails that offer complementary products or services.

For example, if someone buys a toaster, maybe they would also like a matching coffee maker, or cutters that cut toast into shapes.  Create a list for toaster buyers and add everyone that buys one to the list.  Then create a workflow that sends emails with offers for matching appliances or accessories.

3: Unsubscribe Workflow

If someone unsubscribes from an email program, there may be a chance to win them back.  Create a workflow that sends an email after they unsubscribe.

You need to be very careful with timing and what you say on this one.  They have asked you not to send any more marketing and you have to abide by that, but you should send one final email.  Start it with confirmation that they have been unsubscribed, tell them you’ll miss them and let them know how to re-subscribe in future.  One of our clients sends the following email (with the person’s name inserted) — and in about 40% of cases it actually gets a response.

Hey {NAME}

I’m sorry to see that you unsubscribed from my newsletters. Where did I go wrong?  

  • Did I send too many, too often?
  • Was my spelling and grammar bad?
  • Or was I just plain boring?

Whatever the reason, I’m sure gonna miss you, {NAME}. Please take a minute to tell me what I did to upset you and I promise to make things right.

If you want to give me another chance, you can get my newsletters back by clicking here. If not, stay safe, have fun and be lucky.

As with anything in life, YMMV.

In conclusion…

Email marketing can be very effective if it’s done right.  Make your emails personal and relevant and you should start to see them drive more revenue.  If you don’t have an email marketing automation platform, check out Leadsius or get in touch with us for a demo or consultation.

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