As marketers, our to-do list never seems to end. From managing event marketing, to running competitions, to following up with the sales team, there just isn’t enough time in the day.
The good news is, it doesn’t have to be this way. Email marketing automation is designed to automate tedious, laborious tasks. More importantly, it delivers highly targeted messages triggered by your customer’s behavior, which means they receive the right message at the right time.
There are four things every marketer should be automating.
1. Lead nurturing
The moment a lead gives you their email address, trigger a personalized email series based on their behavior. Each message can be tailored to suit their preferences and interests. Additionally, different emails can be triggered depending on your lead’s action (for example opening an email or clicking a link). This powerful customization leads your customers down a very targeted sales funnel.
Bonus Tip: Send an internal notification to your sales team alerting them to new leads.
2. Event management
Gone are the days of fax and postal registrations. Thankfully event registration is now mostly done online, but it doesn’t have to stop there. Marketers can actually automate all aspects of event marketing from the event promotion through to attendee management.
Event promotion workflow
Each of these emails can be created and scheduled from day one, and if someone registers to attend the event, they’re automatically removed from the workflow.
Attendee management workflow
This workflow is designed to ensure every attendee has all the information they need. It’s also important to continue building the momentum about the event. If people are excited to attend, they’re more likely to share the event with their networks.
Bonus Tip: Make sure you send a reminder the day before to decrease no shows.
3. Customer onboarding
Whether you’re a huge tech company or a small design agency, a simple welcome email is no longer good enough. Rather, send an automated series that onboards your customer to your product or services.
This is an opportunity to deliver value in the shape of blogs, videos and industry news. This is not the time to hard sell features, but rather educate your customers on benefits.
Bonus Tip: Mix up your mediums to keep your customers engaged.
4. Contests
We know that offering an incentive is an excellent way to grow your subscriber list. Contests help increase brand awareness while boosting your customer database. The entire contest workflow can be automated including entry invites, forms, confirmation, and winner announcement.
Bonus Tip: Make the most of your post-competition emails and continue the relationship with your subscriber by adding them to your email list.
Each of these marketing functions can be automated to deliver highly targeted messages to your customers. Stop wasting precious time and start automating. Find out more ways to automate your customer journey.
