Learn about the main strategies to implement an automatic relationship rule in Email Marketing based on successful examples
It is proven that Email Marketing today is one of the best tools to establish relationships, deliver content and, consequently, sell.
Now what happens when we merge Marketing Automation with Email Marketing?
Basically, we can create advanced strategies and structures to generate automatic emails based on user behavior, that is, create a relationship ruler.
And this brings several gains.
We can more easily unite “relationship” and “sales” strategies and shorten the process that brings them together.
In this post, Blue World City will demonstrate a lot of this data and, in addition, we’ll go deep into the main strategies to implement the automatic relationship rule in your Email Marketing, all based on examples that worked.
What are the benefits of Marketing Automation?
According to the Enterpreneur portal, Marketing Automation:
a) Increase sales between 8 and 10%.
Today, SMBs are fighting the disintegration between customer data and expanding their Leads base.
By adopting automation strategies, it is possible to save hard prospecting work and, with that, focus on user behavior analysis, create relevant content and optimize sales arguments.
These accumulated factors generate a much higher sales performance.
b) Reduces sales time between 10 and 15%.
It is possible, with the factors mentioned above, to optimize the sales process so that it is leaner and more assertive (automating several processes until generating a sale).
c) Increases customer retention between 5 and 10%.
The power of automation doesn’t end with customer acquisition.
Through it, it is possible to send several follow-up messages, extract customer insights through engagement and among others.
These factors in combination result in greater customer retention.
Creating a relationship rule by uniting Email Marketing and Automation
The email relationship rule is a great opportunity. It is nothing more than an automated structure that responds to the actions your users take. It can help:
- Increase engagement: By sending relevant emails, users tend to take your content as a reference and, consequently, interact with your campaigns;
- Sell more products: By optimizing this interaction with your campaigns, it is possible to generate more sales and with higher quality;
- Teach new users: It is possible to nurture your users more easily, at the right time and on the right subject of interest;
- Bring inactive users: Users who do not engage with your campaigns can be recovered, for various reasons they end up “forgetting” their campaigns.
So if you were thinking about optimizing just email subjects or design, you were focusing on strategies that bring little results. As a tip: focus on your relationship strategies.
For example, according to a survey by Forrester Research, “Companies that excel in Marketing Automation generate 50% more sales at a 33% lower cost.”
Please note your welcome email carefully. One important thing to remember about welcome emails is that openness and clicks are the wrong metrics to measure in this case.
Of course, it’s important to optimize your subject and layout, but the real purpose of this email should be to move users on their shopping journey, that is, to nurture that user with relevant information. The next step he will take is important.
At Digital Results, we did an experiment to prove the impact of this email. In our Growth Hacking team, we were concerned about the rate of return of users across all channels. In other words, of the users who just entered our base, how many ended up returning?
The answer was: 31% of people returned.
After we sent this email, the rate is now 47.6% return for new users (an increase of 51% on this metric, which is one of the most important for any business).
Can you imagine the impact over time on your business with just a welcome email?
2. Follow Up
It is important that, after a certain time of access to your emails, you ensure that you are delivering the value expected by your user.
This email impacts bounce rates, which I commented above, for more advanced steps in your shopping journey (3rd and 4th conversion, for example).
In addition, this email generates valuable insights for your content strategy. If they are being delivered correctly or if their personas are well mapped (if that content makes sense to whoever is reading it).
For best results:
- Make questions;
- Show interest in learning and that the user fulfills the purpose of their emails;
- Offer a contextualized offer
Importantly: in addition to engaging your users, this email, mainly, brings great health to your list, as it generates responses.
Answers, for email providers, is one of the main factors in deliverability. In other words, you, in addition to engaging your user and generating insights for your business, optimize the delivery of your emails.
3. Product/Content Abandonment
According to the Baymard Institute, 68% of shopping carts are abandoned. And this metric is diluted among several other businesses and strategies (downloading an eBook, for example).
According to Marketing Land, more than half of cart abandonment shipments are opened, and about ⅓ results in a purchase.
More than these results, through the abandonment email in your relationship ruler, you can optimize one of these 3 steps:
- Make a sale: for your email to serve as a reminder for the item your customer/user left behind (works in e-commerce);
- Return the user to the website: so that your Lead returns to your website even though it does not consume the content to which it has browsed (it works in companies that deliver content);
- Demonstrate good customer service: request information on why that user has not converted/purchased your product/content (it works in stages where the user is/was a customer, as it generates a relationship).
Ideally, select one of these factors and apply it to your product abandonment emails.
4. Nurturing and Education
The Leads nutrition is one of the most important stages of their relationship rule. It’s where you’ll submit the right content at the right time.
In addition, this is where you will create an active capital of emails, because for each action your Lead takes (downloading an ebook, abandoning a product, etc…), you will trigger automatic emails contextualized to the purchase of that user.
This means that he will receive middle and bottom-funnel offers when it is really time to do so – and this offer will be well targeted to the Lead’s interest and stage.
In short: Sending the right material to the right Leads at the right time makes a big difference in the efficiency and results of campaigns. Marketing automation allows you to do this faster and smarter.
So that you have an idea of the importance of these emails, today, in Resultados Digitais, about 20% of the result via Email Marketing is only with these nutrition/education flows. Since they generate 80% more engagement than conventional emails.
Ways to create nutrition streams:
- Define your materials by step in the purchase funnel (top, middle and bottom) – the closer to the bottom, the more technical the subject will be, always related to your product and based on the personas you defined in your business;
- Create a sequence of emails (between 1 and 8 emails – the most suitable is a sequence of 3 emails) based on the content that that Lead downloaded with a focus on taking it to the next step. For example: if your user has downloaded top-funnel content, introduce funnel-like content and try to get them to know better your product or your strategies (advance you in your buying journey). The content of these emails should be as targeted as possible;
- Set an optimal frequency between each of these emails. At Digital Results we use between 1 and 3 days.
For the advanced:
- Set priority between the flows of downloaded materials: (funnel bottoms are closer to the sale and therefore should be prioritized) where the user accessing or downloading more advanced materials, you will nurture it with higher priority.
5. Up-sell and Cross-sell:
Up-sell is when you offer a product/content to increase that user’s purchase/downloads. The point is to get your user to consume more content or buy more products than they originally would.
Examples: For a consultancy, it would be offering more advanced products (level 2 consultancy, for example), for a gym, it would be offering more extended plans (academy for 1 year, for example).
Importantly, we can use this same concept for content.
Example: When your user downloads an eBook, you can suggest an advanced eBook on the same subject.
Cross-sell is when the company offers similar content/products to its users. Following the same examples: For a consultancy, it would be offering other products (advanced spreadsheets on a certain subject), for a gym, it would be offering additional plans (gym + taekwondo, for example).
These two strategies united in their content and products can generate several business opportunities.
To learn more, check out the post “ Cross-selling and up selling: two terms you need to know ”.
6. Surveys and Feedback
Surveys bring incredibly detailed feedback to the business, and this asset is extremely important. With them, you can establish new content, communication, product, etc. strategies.
However, your research must be done with great care.
Among the most important elements are:
- Select your best Leads;
- Set rewards for that action to be taken;
- The filling form should be simple and as short as possible;
- Explain your purpose with the survey;
- Show how long it will take your user to fill out.
These elements together optimize the completion of your surveys. As a tool, at Resultados Digitais, we usually use Google Forms or Typeform.
Did you know that about 25% of your email base will be lost in the next year? This is called list depreciation, and there are several studies to grow your base and get around this problem.
One of these studies was done by our Growth Hacking team here at Resultados Digitais.
We wanted to answer the following question: What percentage of the base can we recover by sending a re-engagement email?
So, to perform the experiment, we split our disengaged base into two parts:
- Dormant: By concept, these are Leads that have not interacted with our emails for between 6 and 9 months. The nomenclature is dormant because we still manage to have between 1 and 3 points of contact, that is, it is possible to “wake up” these users by sending more than 1 email;
- Undead: These are Leads that do not interact with our emails for between 10 and 15 months. It is necessary to be very careful with sending campaigns to these Leads. The nomenclature is undead, as we only have 1 contact point with these Leads, otherwise, we remove them from our base.
- Result: We re-engage 25% of the base with opens (ie, when opening the email, that Lead could come back to receive our emails) and we generated 1.54% of conversions (Qualified Leads that could later be passed on to sales).
- Therefore, a well-done re-engagement email can be a great differentiator in your business.
8. Hand Raised
- Hand-raising emails are nothing more than an actual offer of your product. With this strategy, through Inbound Marketing , it is possible to know that your Lead is really interested in your offer.
- However, there are also several optimizations in a raise-of-hand email. These emails must be highly contextualized, and the Lead who receives this offer must be eligible to do so.
- At Digital Results, we only send a raise of hands to Leads that have advanced Lead Scoring.
Many of the strategic concepts in Email Marketing that are in this post are recent and little applied in companies nowadays, but they usually bring excellent and scalable results.