It used to be that small business email marketing was like having a one-sided conversation with your leads and clients. Now when you place your emails into an automated workflow with If/then logic, you can create a dynamic email marketing campaign for your smb business that reacts to the user’s online behavior. Instead of telling what you think your users want to hear about your brand in your emails you can ask them what they want to know about it. Then depending on their answer selection, they will automatically be placed in an email branch within the workflow that sends them the content they want.
What this means is your emails will have a much higher engagement rate. You are giving the user what they asked for and can continue to automatically place them in email branches within the workflow that respond to their previous user behavior so they will always receive the content they want. For example, in the automated workflow for your small business, if you send them an email to learn more about your Winter sale and they clicked on your call to action button and went to its landing page.
However, they did not buy anything on the landing page. This will place them in an email branch within the workflow that will try to get them back to the landing page to buy. In that series of emails you can ask them why they did not take advantage of the Winter sale. Depending on their answer, they can be automatically sent the right communication to try to overcome their reason for abandoning the sale.
The simplest way to make a responsive email workflow for your smb is to always use predefined answers. If you don’t, you could have the workflow automatically assign a staff member to each user in the workflow so that when the user does respond to an email it sends it to the staff member. Then the staff member will be responsible to send a reply. It is better to have the workflow send automated emails to respond to the user rather than to wait on a human. Also, the automated emails would have been proof-read and reviewed to contain the right content well ahead of time.
Users can be automatically added to small business email campaigns through their workflow triggers. This is just criteria the user must have met to qualify for the specific workflow, such as filling out an online form on a certain web page or giving certain info about themselves. This data is then used to automatically place them in the right workflow, which will contain the right email campaign.
For example, the user fills out a form on your hats webpage about yellow hats and gives their contact info. A trigger to place them in a workflow can be yellow hats and then they are placed in a workflow with an email campaign about your finest yellow hats. Also, because they stated they are from Cleveland, this can place them in another workflow that talks about your products that are perfect for Cleveland weather this time of year.
When the client gives you data, you can automatically react to it with the right communication in a timely manner. That is powerful. You do not have to rely on the old way of sending canned messages that miss the mark on your leads, clients, and past clients. When you enhance your small business email campaigns with automation, you are taking advantage of data to perform cutting-edge customer segmentation that provides outstanding results.
If you need help creating email marketing automation for your small business, you can contact us. We are happy to help.