Isn't it old?
When talking about email marketing and content, it is frequently seen as an old fashioned form of digital marketing and that’s probably understandable with all of the intelligent tracking and delivery methods available for marketers now. Often overlooked, email is rarely the first port of call when our peers create marketing strategies, if it makes the cut at all. Whilst it may not be as sexy as programmatic display advertising or as clever as social retargeting campaigns, the ROI and conversion rates can be significantly higher than most other channels. In fact, 59% of marketers cite email as their NUMBER ONE source of ROI.
Not only can email marketing be a fantastic form of increasing sales, it can also be a brilliant way to not only acquire new customers but help retain your existing customers. With many of us receiving emails directly to our mobile devices, it is no surprise that email open rates on average are 23%. If you have a database of email addresses that you are not leveraging (legally) with a thorough marketing plan then you are missing out on potential sales and leads.
When we talk about email marketing we aren’t just talking about the weekly newsletters that everyone sends out (although we do these too) but we are also talking about email automation.
Email automation is the process of sending a series of emails to a user based on actions they have performed. For example, if someone registers for a webinar, you may wish to create a sequence of emails to encourage them to purchase from you.
Often these email sequences are triggered by a user entering into a funnel where they have submitted their details. This is typical of those who sell higher value items and products such as ClickFunnels, Active Campaign and Groove Funnels come into play.
Triggers & Sequences.
You’ve seen them, you’re on Facebook and as you scroll through your news feed you see a video of someone telling how they’ll give you a free guide on how to grow your business. You click the ad, go to a page of great reviews and then submit your email and name to get access to an amazing guide.
This trigger then lands you in an email sequence where you are upsold an amazing course or product that aligns with why you requested the guide in the first place. This sequence can then have conditional triggers relating to events such as opened the email or specific criteria such as marketing channel.
This is just one version of email automation and how they are initiated but there are many types of sequences and triggers that can be created. Email automation is a great way of engaging potential clients and progressing them along the sales funnel.