Digital marketing works is a huge ecosystem, to make digital marketing successful, it drives customer insight from all channels including social media, websites analytics, Google SERP results, and email. But the strategy that is able to yield quality leads and helps in nurturing leads at every stage of the customer journey is Email marketing. When it is automated, the scoop of email marketing efficiency is doubled, since it focused on providing exactly what subscribers need, at the right time, tailored to their preferences.
Here in this article, you will find a complete overview of what email automation is, how using HubSpot you can create automated email campaigns, and few campaign types that you can use to automate your email marketing strategy. Lastly, you will get to know how using HubSpot you can create an email automation workflow, and visualize the business logic.
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Email Automation
It is the process of creating a custom workflow where multiple emails campaign are created prior to setting up an automated mechanism. Later the workflow is connected with pre-identified triggers that cause the workflow to start and end. This workflow and trigger mechanism is governed by the Ifs & Then rules and remains in progress until a response is received.
Moreover, when it comes to marketing, especially digital marketing, there are a lot of things that you need to consider and on top should be customer experience. There are multiple channels from which you can extract insights on your prospect clients, e.g. website visit, product purchase history, product page interaction, review, and social media engagement to understand user behavior and create actions accordingly.
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Putting emails to automation offer multiple advantages, first, it keeps the subscriber or email recipient list up-to-date by automatically filtering out the subscriber who is dormant or doesn’t open email for a specific period. Thus the email list remains clean and reduces the email churn too. Besides, it increases the personal customer experience by sending the relevant email which contains relevant content from top to bottom.
How Hubspot Let You Automate Email
HubSpot Marketing Hub is a complete suite that offers all the right tools that you can use to automate email. Whether you are using a regular or automated email module you can create automated email campaigns with utmost ease. You just have to start with creating an email, select the automate option from the drop-down menu, select a template or create one from scratch by using the drag-and-drop feature. Later you just have to name email set-up, add recipient and save for automation.
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Type Of Email Automation
There are over dozens of email automation templates that you can use to delight your visitors. Herewith we have mention 08 must-have email automation campaigns that you should be using right now.
1. Welcome Campaign
When a visitor lands on your website to either browse the product catalog or read a blog, and sign-up to receive updates, the first message that is sent to the visitors includes a welcome email, it is often automated and is considered to yield over 95% open and click-through rate. However, it is also considered one of the best opportunities where companies can brand themselves, ask for specific permissions e.g., to send occasional emails, or promotional content. Simultaneously, it also serves as an opportunity to increase subscriber engagement.
Usually, such automated emails are followed by series of emails where the subscriber is added to a particular email list where he receives occasional emails based on behavior, triggers, or clicks.
2. Special Actions & triggers Campaign
Suppose your visitor landed on your website from social media and click on the contact icon but never submitted the form. To engage such subscribers you can create an email automation campaign that contains a survery form to either know what caused them to not process further or a set of instructions that contain a number or email address to send information.
Along with this, you can also create an automatic workflow to automatically guide the subscriber and help them reset password reset or to file an inquiry, etc.
3. Promotions Campaign
Subscribers love to hear about the special sale event, limited discounts, and coupons, along with the newsletter. But over 70% of consumer claims that they feel frustrated when brands send them general update, however, over 60% of the buyer like to shop from a brand which offers a personalized experience through emails. By using such information combined with the behavior or past purchase history companies can create engaging promotional content that is either targeted to motivate subscribers to buy a product or modify a subscription plan.
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4. Feedback & Survey Campaign
Another email automation campaign that you can use is feedback and survey emails. These kinds of campaigns are often used by companies to get deep insight into why customers are not proceeding to the checkout or opinions to improve the service quality.
5. Drip Campaign
It is one of the most important campaigns where companies send subscribers or buyers occasional emails to inform them about the product developments, new promotions, recommend products or cross-sell services to the existing subscriber. Moreover, there is a 60% to 70% chance to get business from a customer who has already bought and it also requires fewer efforts to persuade, unlike acquiring new customers.
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6. Cart Abandonment Campaign
The most difficult thing that eCommerce business had to face is the abundant cart. One of the reasons that the buyer cites is the hefty shipping cost or difficult payment process. But this is remediable, just imagine you already know this and send your buyer a reminder that their cart with the product is ready to process, along with this you have attached a coupon that offers a discount on the shipping cost. There you go, you just got a buyer. And according to research over 45% of cart abounding emails are open by buyers and 50% of them actually proceed to the payments.
Conclusion
Email marketing is one of the best marketing strategies that result in over 60% of the companies revenue. With HubSpot Marketing Hub you can automate email marketing strategy and save effort on recurring tasks that provide instant response to the recipient by following a trigger response. Moreover, HubSpot inbound marketing can be customized to match your business needs. The best thing about email marketing is it offers equal benefits to small and medium-sized businesses and marketers can create a custom workflow, run A/B testing, and visualize business logic with minimum efforts.
