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Laying the Groundwork: Unlocking the Inbox Series 3: Email Automation

Email automation is a powerful way to improve your email marketing efficiency, nurture leads, and drive conversions for both B2C and B2B brands.

Keep in mind that I am giving you a more basic foundational approach to this and email should be constantly tested and optimized for the best results.

If you need help knowing how to build stuff like this in your marketing platforms like: Mailchimp, Marketo, Eloqua, Pardot, ActiveCampaign, Hubspot, or any other. Book time with me.

If you want me to draft you a custom email campaign for a specific segment of your audience or a full fledge trigger based GTM motion. Book Time With me

Here are examples for each and stats to support their effectiveness:

B2C Brands:

Welcome series: A multi-part email series welcoming new subscribers and introducing them to your brand.

Example: An online retailer can set up a welcome series consisting of:

  • Email 1: A welcome message introducing the brand and offering a first-time purchase discount.

  • Email 2: A showcase of the brand's top-selling products and their benefits.

  • Email 3: A personalized product recommendation based on the subscriber's browsing history.

Stat: Welcome emails have an average open rate of 82% and a click-through rate of 27% (GetResponse, 2020).

Cart abandonment reminders: Emails triggered by customers who add items to their cart but leave without completing a purchase.

Example: An eCommerce store selling electronics can set up a cart abandonment series:

  • Email 1: Sent 1 hour after abandonment, reminding customers of the items in their cart.

  • Email 2: Sent 24 hours after abandonment, offering a limited-time discount or free shipping.

Stat: Cart abandonment emails have an average open rate of 45% and a conversion rate of 10.7% (Barilliance, 2021).

B2B Brands:

Lead nurturing series: A sequence of emails sent to leads based on their level of engagement, aiming to educate and guide them through the buying process. The key here is to provide value and don't be afraid to be entertaining

Example: A B2B SaaS company can set up a lead nurturing series:

  • Email 1: An introduction to the software and its key features.

  • Email 2: A case study demonstrating the software's benefits for a company in the lead's industry.

  • Email 3: An invitation to schedule a personalized product demo or consultation.

Stat: Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Forrester Research).

Trigger-based emails: Emails sent based on specific data points or actions taken by leads, such as visiting a product page or using a certain technology. This is by far my favorite type of automation because if your data is clean it scale at an amazing rate and always be providing value and personalization.

Example: A B2B marketing automation platform can set up trigger-based emails for leads using a specific CRM system:

  • Email 1: An overview of the platform's seamless integration with the lead's CRM system.

  • Email 2: A case study or testimonial from a customer who has successfully integrated the platform with the same CRM.

  • Email 3: Website visit that just happened and following with leads at the account asking if they have questions about the page they were on

Stat: Triggered email campaigns have a 53.3% higher open rate and a 74.9% higher click-through rate compared to non-triggered emails (Campaign Monitor).

By leveraging email automation tools and setting up tailored email sequences for your target audience, both B2C and B2B brands can streamline their marketing efforts, drive conversions, and improve efficiency.

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