{"id":805,"date":"2020-08-15T14:37:07","date_gmt":"2020-08-15T12:37:07","guid":{"rendered":"https:\/\/friendly.is\/en\/?p=805"},"modified":"2020-08-18T14:09:21","modified_gmt":"2020-08-18T12:09:21","slug":"automation-workflows","status":"publish","type":"post","link":"https:\/\/friendly.ch\/en\/automation-workflows","title":{"rendered":"The 5 Marketing Automation Workflows That Every Company Should Have in 2020"},"content":{"rendered":"\n

For years we hear that email marketing is the tool with the most<\/a> ROI<\/a> for any company, no matter if you are large or small, if you are selling products or services.<\/p>\n\n\n\n

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Source: Neil Patel<\/a><\/figcaption><\/figure>\n\n\n\n

But in a world where everyone does email marketing, you need to stand out to make sure this claim stays correct.<\/p>\n\n\n\n

Sending a static monthly\/weekly\/daily newsletter will not help you to build relationship with your customers. In fact if not done right, you might see a constant decline in the open rates leading to lower conversions. This can greatly hurt your ROI.<\/p>\n\n\n\n

You can only build relationships with sending customised emails to your clients based on their actions, interest and stage of your relationship. You want to talk differently to a person that just checked out your website and a person who is already your customer.<\/p>\n\n\n\n

I often hear – \u201cBut I\u2019m already converting\u201d.<\/p>\n\n\n\n

Yes, you are grabbing all the low hanging fruits, but you are leaving money on the table. Most customers need more work, but you don\u2019t have to work more – you can automate that.<\/p>\n\n\n\n

This is where marketing automation comes in.<\/p>\n\n\n\n

Marketing automation should mirror your manual sales process, it should be customised to your company. But there are 5 automation campaigns, that fit almost any business. And I would like to share them here:<\/p>\n\n\n\n

1. Welcome To Our Great Business<\/h2>\n\n\n\n

If a potential customer walks into your brick and mortar store, you greet them, show them around and introduce your business in couple of sentences.<\/p>\n\n\n\n

You can do the same thing during the welcome email campaign. Introduce your company, services in couple of sentences, offer solutions to problems, brag about your achievements, ratings. Let your customers know, that you are a great business, that cares about them.<\/p>\n\n\n\n

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Another good strategy is to have a team spotlight with pictures and maybe bios. A look into behind the scenes, like:<\/p>\n\n\n\n

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In the next welcome email you can see how Joe uses the chance of undivided attention from the subscriber, and deep dives into the brand story, and fires up ways to segment customers. More about this in the next steps.<\/p>\n\n\n\n

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2. Nurture Your Leads, Get Friendly<\/h2>\n\n\n\n

You have the opportunity to continue the conversation in multiple emails, unlike in a store, where the shop assistant can only say 1-2 sentences before over-annoying the clients.<\/p>\n\n\n\n

While you discuss your products\/services from different angles, you can monitor what wakes interest in your readers. You can build personas based on their interest and continue your lead nurturing accordingly.<\/p>\n\n\n\n

Did you see what Joe did in the previous example?<\/em><\/p>\n\n\n\n

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By placing the two links into one sentence so close to each other, you are offering a choice to the customer. They will click on the topic they are interested in, and you can use this information of their interest for building out the persona of the contact.<\/p>\n\n\n\n

You can set up a filter in your nurturing campaign, and create personas in an intelligent way.<\/p>\n\n\n\n

Your personal building campaign would consists from these type of blocks:<\/p>\n\n\n\n

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As you can see we are verifying two links in this example with a simple click-check:<\/p>\n\n\n\n

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If the contact clicked on the blog article, in the next step we add the vegetarian tag to this contact. You can repeat this and add multiple tags of course.<\/p>\n\n\n\n

This is how the tag is adjusted:<\/p>\n\n\n\n

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Building personas helps you to target better, as we will discuss in the next step.<\/p>\n\n\n\n

3. First Purchase Campaigns<\/h2>\n\n\n\n

Once you mapped out what may trigger the sale for the potential customer, you can focus on that in your communication. Is it the price? The payment terms? A certain property of the product? Send the proper sales arguments automatically.<\/p>\n\n\n\n

This is the campaign, where you can communicate special offers, while you exclude your current customers. Your goal is to turn your customers into first time buyers. Once you deliver something, you\u2019ll have a special relationship and you can turn them into return customers easier.<\/p>\n\n\n\n

Here is a first purchase campaign example by Bliss, where they took a seasonal item, combined it with the best sellers. All items were a bit discounted to push the customer to move something into the cart.<\/p>\n\n\n\n

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4. Recover Lost Sales<\/h2>\n\n\n\n

Adding a product or service to the shopping cart is a clear way to express willingness to buy. Visitors doing so most likely can be turned into paying customers. Like it or not, some visitors will not make the decision to buy something right away. The reasons can be different, like:<\/p>\n\n\n\n