An Email Marketing Automation Strategy Everyone Should Implement

Have you thought of implementing email into your marketing strategy? 

Email is one of the best ways to reach and connect with new audiences and past customers in a personalized way. It's an opportunity to speak directly to them in their inbox at a convenient time. Coupled with the right messaging, email can become one of your most impactful channels for sales with some of the best conversion rates. 

Given the ever-shifting nature of social media algorithms and the fluctuating costs of paid advertisements, incorporating email marketing campaigns remains a highly cost-effective and easily understandable avenue for propelling revenue through your marketing efforts.

Automated Email Marketing 101

Now is the time to start sending your emails automatically. 

Stop spending countless hours segmenting lists and creating individual emails for different customers. Or are you sending a general email blast that doesn’t apply to everyone? It is time to start automating your emails. Email Automation otherwise referred to as a trigger email, is a great way to create targeted email campaigns that are sent at a specific time or as a response to the actions of the users. 

When properly planned, an automated email can be personal, therefore, more relevant to the customer, allowing your business to have a higher opening rate and drive your revenue up. Also, avoid sending messages that your customer may find irrelevant; all it takes is one wrong message to cause them to unsubscribe from your emails altogether. 

Types Of Automated Email Campaigns 

An example of an automated email would be when your customers sign up for your email list and then they would soon receive a Welcome Email. There are a lot of other situations where an automated email may be sent, some of which are abandoned carts, birthday discounts, post-purchase flows, interest-based flows, and more. This automated campaign allows you to create a personalized experience for your customer based on their journey. 

Another important aspect of email automation is the ability to send messages based on different stages of the customer journey. You can send a welcome message to new subscribers, a reminder message to customers who have abandoned their shopping carts, or a loyalty program message to repeat customers. By delivering relevant and timely messages at each stage of the customer journey, you can increase customer engagement and satisfaction and build stronger relationships with your audience. Additionally, using this method saves time that would otherwise be spent on individual sending. 

Setting Up A Welcome Flow 

One of the most important campaigns is the Welcome Flow. Serving as an essential tool for welcoming new subscribers and introducing them to your company.

Your Welcome Flow is an opportunity to make a lasting impression on your new subscribers by demonstrating your brand's value and expertise. Whether introducing them to your company's mission, highlighting your product offerings, or showcasing the talented people behind the brand, these emails will provide value to the customer and deepen their engagement with your brand.

The ultimate goal of the Welcome Flow is to build trust and rapport with your subscribers and encourage them to take action, whether it be to make a purchase, sign up for a trial, or attend an event. By delivering high-quality content and demonstrating your brand's value, you can establish a strong relationship with your subscribers and increase the likelihood of them becoming loyal customers.

Here is an example of a 10-email welcome flow - 

#1 - Appreciate The Sign-Up 

Your customer signed up for your email list; now what? Your first automated email should thank customers for joining your list and tell them what they can expect from this channel. For example, you can mention this in this email if you send newsletters, monthly promotions, company updates, etc. 

#2 - Introduce Yourself 

As for your second email in your welcome flow series, give your customer a strong introduction. This is where you will explain who you are, how long you have been in the industry and a brief introduction of the types of products or services you sell. Don’t confuse this email with a push for a product. You don’t want to come off as salesy initially, but instead as a valuable information outlet. 

#3 - Add Some Type of Value

Now that you've introduced your brand, it's time to give the reader something of value. If you are a company that sells coffee, at least a hundred more businesses compete for the same attention you are, but here's how you can stand – Instead of pushing your product on them, educate them; it's that easy. 

For example, have this email be about making the perfect pour-over - It would have a step-by-step guide on grinding the beans, how to do the bloom pour, and the ideal ratio. You want these readers to walk away feeling satisfied and educated after reading your email, leaving them with something fun to try with their coffee beans, but better yet, leaving them excited for the following email.   

#4 - Feature Product(s)

After you've built a strong foundation and credibility in the previous emails, you can start talking about your products or areas of service in the fourth email. But what's the goal here? It's to wait to get them to buy something right away. It's to nurture them and answer questions they have to make an informed decision and choose the solution best for their problem. If they are interested in buying, they will, but this is more used to move them down the sales funnel from awareness or discovery to evaluation or intent. 

Your fourth email flow should explain the different types of products you offer and what makes them unique. For instance, say you are a company that primarily focuses on the sales of paddleboards, and they offer three types of paddle board constructions – Inflatables, soft tops, and hard epoxy boards. This type of email will highlight the constructions and the benefits of that category of boards. You are still showcasing your product (the paddle board), but you’re guiding them toward the correct product for their lifestyles and needs. Again, this email isn’t meant to push the customer to buy but to provide value and educate them so that they can decide on their own. 

#5 - Follow on Social

Encourage your customers to follow you on multiple social platforms by highlighting unique content and engagement opportunities. Inform them that your YouTube channel provides in-depth product information and that your Instagram account features customer photos. This exposes your customers to new and relevant information, makes them feel like a part of the brand, and encourages them to engage with your content actively.

Maintaining a strong presence across various social channels is crucial for keeping your brand at the forefront of your customer's minds. While emails are an excellent tool for communication, they are meant to be sent daily and are less effective in achieving this goal. On the other hand, customers expect and look forward to seeing regular posts on social media platforms such as Instagram, Facebook, TikTok, and Twitter, which helps build a daily connection with them.

By expanding your reach and building a diverse audience across all social channels, you can ensure that your customers have multiple ways to engage with your brand and receive the updated information.

#6 - Meet the Team 

Having familiarized customers with your brand, products, and opportunities for engagement, it's now time to give them a glimpse into the people behind the scenes. Highlighting the human side of your business can significantly enhance its value in the eyes of your customers. By showcasing your team, customers will view your brand as more approachable and human rather than just a faceless entity focused solely on sales. They will get to know your employees, see their expertise, and feel encouraged to build a deeper connection with your brand.

Being more transparent and personal can create a sense of community and foster deeper customer connections. Take advantage of this opportunity to showcase your team and their fantastic work. Behind-the-scenes moments will appeal to your loyal customers and those just getting to know your brand.

#7 - Read our Blogs 

As an industry expert, it's crucial to demonstrate your expertise and knowledge through your content. This email is the perfect platform to showcase your expertise and provide valuable information about your industry or product. Offer your customers something to learn, inspire, or entertain from.

Feature a blog or two and highlight the value of written content. Show your customers that there is much more to know about your product than what can be communicated through an Instagram caption. Demonstrate your depth of knowledge and position yourself as a trusted resource in your industry.

#8 - Another Product or Service 

For a company with multiple services or products, ensure each one gets attention. Split them into separate emails, alternating with value-driven content. Have a call to action, but avoid overwhelming customers with sales pitches. For instance, if you own a golf course, one email could focus on the course, another on the Pro Shop and brands carried. Keep clients updated on industry trends, building anticipation for their next experience with you.

#9 - Spotlight Customers or Clients 

For your final email in the Welcome Flow series, take the opportunity to showcase the very foundation of your business's success: your clients! This is a heartfelt way to express gratitude to your customers and will be greatly appreciated.

In addition to featuring your clients, you can highlight the product they purchased, the content they created, or the solution you provided for their problem. Your customers are your strongest advocates, with firsthand experience of your brand and often a compelling story to share. By expressing interest in their experiences, you show appreciation for their support and encourage them to share their stories with others.

What Is The Right Welcome Flow Cadence 

The Welcome Flow is an opportunity to build a relationship with your customer and guide them through the sales funnel based on your company's values. Determining the optimal frequency for your Welcome Flow depends on your brand and audience. However, a separate sales campaign may be more appropriate if you're looking for immediate sales. Some companies succeed with weekly email campaigns, but to ensure your customers get enough sales content, we recommend sending emails every month. Striking the right balance between nurturing your customer relationship and making a sale is critical to avoiding unsubscribes. Space out your Welcome Flow emails appropriately to achieve this balance.

* Pay careful attention to your subject lines. Since not everyone will click through to see your content, the click-through rate becomes a crucial metric to track.