Email marketing automations for your contact forms
Posted: Tue Dec 03, 2024 6:11 am
Email marketing continues to be the most effective digital marketing technique . According to studies, email marketing offers an opening rate of over 20% , at a low cost and with the ability to segment, scale, measure and optimize campaigns in an agile, simple and precise way . In addition, there is a way to improve these characteristics even further: through email marketing automation.
In this article, we'll tell you what email automation is and how you can implement it on your website once you receive a contact form.
Watch the video summary of the article:
Table of Contents
What are automations in email marketing or Marketing Automation?
Workflow as a fundamental pillar in email marketing automation
Workflow trigger
Workflow for welcome and onboarding sequence
Survey of needs and requirements to get to know the client
Sequences to educate on a specific topic
Behavior-based recommendations and promotions workflow
Workflow with updated content from your blog
What are automations in email marketing or Marketing Automation?
Automations in email marketing have been applied in recent years because they have not only managed to simplify the sending of emails, but also significantly improve marketing and sales processes thanks to the use of software that optimizes and streamlines repetitive tasks .
Specifically, marketing automation allows you to automate sending personalized emails to a database of leads tailored to each client and their situation.
Personalization is based on the appropriate use of demographic, personal , company, interest or behavioral data that we possess and use to our advantage to interact with the potential client.
Workflow as a fundamental pillar in email marketing automation
Workflow is a key concept in email marketing automation . It refers to the set of automated email sequences that we will send to potential customers who have office 365 email list completed a form, for example, as we discuss in this article, but it could be used for any situation. Workflows, within email marketing, have numerous uses: branding, remarketing, lead scoring or lead nurturing, among others.
Workflow trigger
The workflow involves several different types of emails and specific routes , depending on the criteria we have previously defined. First, a trigger is established for the workflow to be activated, for example, the characteristics and size of the company or a specific user interaction on a certain page of our website.
From here, we design the different paths that the user could take, in which we will define the stages, which emails will be sent and in what order, and the conditions that must be met for each email to be activated.
These conditions must include the correct indications that a particular message will be of interest to the interested party . For example, if we create an email offering a use case for a tool, the subscriber would have to have shown a previous interest in a previous email, such as downloading the promotional brochure for said tool, or, as in our case, requesting information about it using a contact form.
Email marketing automations you can implement after receiving a contact form from your website
Email marketing is a surefire way to increase your sales , so let's move on to the practical part. We'll show you several alternatives on how to apply marketing automation to your advantage, once you receive a new contact form from your website.
Workflow for welcome and onboarding sequence
The objective of this workflow is to make a quick first contact with the interested party, to keep them top of mind and inform them with educational content of interest.
Send a first email immediately after the user completes the registration form to thank them for their subscription. This email should contain a thank you message along with a brief presentation of the company and a description of its main attributes, aligned with the interests and needs of the target audience.
During the first few weeks, and at least two days after the first email, you should build a sequence of emails that offer non-advertising, informative and educational content. This content should highlight the benefits of your product or service, such as whitepapers or blog articles related to the lead's interest. It is crucial to design the workflow so that relevant content is sent based on the interest shown by the user in previous emails.
If the user has shown interest in the previous content, you should schedule an email with decision-making content (use cases, success stories, solution brochures) with a call to action that guides the user to purchase or perform a certain action, such as attending a webinar. If the user has not shown interest, schedule a reminder email in the workflow after several weeks.
Survey of needs and requirements to get to know the client
Another alternative or use that we can give to our workflow is to trigger a flow of emails that encourage the potential client to give us more information about their company, needs and requirements, in order to facilitate the qualification of the lead.
Send an initial email politely requesting participation in the survey, explaining the reason for the survey and highlighting the benefits to the customer of completing it. This is not about offering an incentive, but about explaining how their opinions will be heard and how this aspect will be adapted to the most requested requests. The email should be scheduled so that the survey is carried out at a time when the user has the topic we want to know about in mind. For example, if we want to know their opinion about a service we offer, it is advisable that they complete the survey a few days after receiving the service.
After 2-3 days, schedule a follow-up email for the user to complete the survey if they did not do so with the first email.
In this article, we'll tell you what email automation is and how you can implement it on your website once you receive a contact form.
Watch the video summary of the article:
Table of Contents
What are automations in email marketing or Marketing Automation?
Workflow as a fundamental pillar in email marketing automation
Workflow trigger
Workflow for welcome and onboarding sequence
Survey of needs and requirements to get to know the client
Sequences to educate on a specific topic
Behavior-based recommendations and promotions workflow
Workflow with updated content from your blog
What are automations in email marketing or Marketing Automation?
Automations in email marketing have been applied in recent years because they have not only managed to simplify the sending of emails, but also significantly improve marketing and sales processes thanks to the use of software that optimizes and streamlines repetitive tasks .
Specifically, marketing automation allows you to automate sending personalized emails to a database of leads tailored to each client and their situation.
Personalization is based on the appropriate use of demographic, personal , company, interest or behavioral data that we possess and use to our advantage to interact with the potential client.
Workflow as a fundamental pillar in email marketing automation
Workflow is a key concept in email marketing automation . It refers to the set of automated email sequences that we will send to potential customers who have office 365 email list completed a form, for example, as we discuss in this article, but it could be used for any situation. Workflows, within email marketing, have numerous uses: branding, remarketing, lead scoring or lead nurturing, among others.
Workflow trigger
The workflow involves several different types of emails and specific routes , depending on the criteria we have previously defined. First, a trigger is established for the workflow to be activated, for example, the characteristics and size of the company or a specific user interaction on a certain page of our website.
From here, we design the different paths that the user could take, in which we will define the stages, which emails will be sent and in what order, and the conditions that must be met for each email to be activated.
These conditions must include the correct indications that a particular message will be of interest to the interested party . For example, if we create an email offering a use case for a tool, the subscriber would have to have shown a previous interest in a previous email, such as downloading the promotional brochure for said tool, or, as in our case, requesting information about it using a contact form.
Email marketing automations you can implement after receiving a contact form from your website
Email marketing is a surefire way to increase your sales , so let's move on to the practical part. We'll show you several alternatives on how to apply marketing automation to your advantage, once you receive a new contact form from your website.
Workflow for welcome and onboarding sequence
The objective of this workflow is to make a quick first contact with the interested party, to keep them top of mind and inform them with educational content of interest.
Send a first email immediately after the user completes the registration form to thank them for their subscription. This email should contain a thank you message along with a brief presentation of the company and a description of its main attributes, aligned with the interests and needs of the target audience.
During the first few weeks, and at least two days after the first email, you should build a sequence of emails that offer non-advertising, informative and educational content. This content should highlight the benefits of your product or service, such as whitepapers or blog articles related to the lead's interest. It is crucial to design the workflow so that relevant content is sent based on the interest shown by the user in previous emails.
If the user has shown interest in the previous content, you should schedule an email with decision-making content (use cases, success stories, solution brochures) with a call to action that guides the user to purchase or perform a certain action, such as attending a webinar. If the user has not shown interest, schedule a reminder email in the workflow after several weeks.
Survey of needs and requirements to get to know the client
Another alternative or use that we can give to our workflow is to trigger a flow of emails that encourage the potential client to give us more information about their company, needs and requirements, in order to facilitate the qualification of the lead.
Send an initial email politely requesting participation in the survey, explaining the reason for the survey and highlighting the benefits to the customer of completing it. This is not about offering an incentive, but about explaining how their opinions will be heard and how this aspect will be adapted to the most requested requests. The email should be scheduled so that the survey is carried out at a time when the user has the topic we want to know about in mind. For example, if we want to know their opinion about a service we offer, it is advisable that they complete the survey a few days after receiving the service.
After 2-3 days, schedule a follow-up email for the user to complete the survey if they did not do so with the first email.