If you’re a website that runs on email (and it’s very likely you are or could be benefiting from it) then you should be utilizing marketing automation to take away the time-suck that is manually sending emails.
Marketing automation can reduce your workload, help you build relationships with your audience, and create better process to make your business more efficient.
If you just started using MA software or are thinking about implementing it, here are some simple campaigns you should be creating on your site.
This one is a no-brainer. Create a simple “Thank you” email that sends out whenever someone fills out your contact form. You don’t know how many contact forms I’ve filled out that have no autoresponder. The worst ones are where nobody even responds to my question.
If you have a variety of reasons people fill out the contact form, create a drop down to segment these reasons. They could be items like: testimonials, questions/comments, shipping, returns, etc.
Set up your automation software to alert you or your customer service rep whenever someone fills out the contact form so you can respond quickly.
A lead magnet is an offer for your audience to entice them to give you their email. This could be a coupon, discount, ebook, white paper, case study, etc. It’s all dependent upon your audience, your product/service, and what you think they would want to receive.
If you’re a marketing agency, case studies of past clients are a good lead magnet for a potential lead.
After setting up your form and creating your lead magnet, you need to create the autoresponder that will send them the lead magnet or a link to it when they sign up.
After setting up this basic autoresponder, you can go further and create drip emails that go deeper into the topic of the lead magnet and eventually have an email that showcases your product/service. The point of the drip emails is to keep the reader engaged with your business and show them that you know what you’re talking about in this space.
This is an easy win for marketing automation. If you have a consistent newsletter or send out eblasts every few months, create a form to let people sign up for it. Then create a “welcome” email that sends after that.
Once they’re in your newsletter sequence you can also send them information about your products/services, webinars, events, deals/discounts, and more.
The software we use allows us to see what a newsletter sign up is now interacting with and calculates a lead score (this is the same for anyone that enters the system by providing their email).
Newsletter sign ups are not automatic leads, but they can become one in the future.