Understand the differences between working only with Email Marketing and automating, as well as step by step to create a nutrition model that brings results and increases your sales.
Email Marketing has already been regarded as an outdated tool for marketing strategies. But the truth is that this bad reputation is a result of the misuse of this mechanism as a way to connect to Leads and prospects. For many companies – and Resultados Digitais is among them – this channel continues to be efficient, especially when we work with the automation of Email Marketing.
Do you already understand how to use Email Marketing to help build a solid and continuous relationship with your customers? Do you know how to use an Automation tool to gain agility and enhance this process?
The results through this important Marketing channel are the result of good practices in sending Email Marketing, and also in the use of automation to scale positive actions.
If you haven’t learned or put this knowledge into practice, you’ve come to the right place. In this article we will explore the differences of working with just the isolated Email Marketing strategy versus using automation and what steps you need to take to implement the automated actions. Check it out below!
Email Marketing or Marketing Automation: when to use each feature
It is not always clear when we should choose to use only Email Marketing or create a Marketing automation flow, is it?
While some teams need to make an ongoing effort to send out a stream of emails that could be automated, some people create segments and put their Leads into a stream to receive just one email.
All this work could be better by planning for this shipment to be done in another way. The truth is that there is a recommended time for each use and prioritization, in order to achieve better results, and that’s what you’ll check out now.
When to use Email Marketing?
When talking about Email Marketing, we refer to the communication carried out via email that happens between a business and its Leads/customers in a timely manner. We should use this functionality on occasion. See the main examples:
When sending newsletters
Newsletters are communications carried out with a certain frequency, whose sending schedule is often made very close to their sending date. Your goal is to maintain a close relationship with your customers/Leads with recent information and content.
Do you know what sending a hyper-targeted campaign is? It’s about creating a very specific segmentation. Practical example: when carrying out a year-end campaign, a Landing Page is created that asks if the Lead is over 35 years old and if he lives in Florianópolis or not.
Given the answers, you can use them to create a very specific targeting. This way, you can send more targeted communication to these people, such as a local offer via Email Marketing.
To analyze specific data from email campaigns
Another difference between the functionalities is in the way to extract the data and visualize the metrics achieved by sending Email Marketing, compared to automation. When we send them by email, we can see some specific information that is important at the moment, such as the number of bounces and unsubscribes performed.
With this data analysis in mind, when importing a new contact list into RD Station Marketing, it is important that the first campaign is carried out by Email Marketing. Thus, it is possible to obtain a more complete analysis of your performance and, in a second campaign, understand how these new Leads are being engaged.
When to use Email Marketing Automation?
Email Marketing Automation is the set of interactions that occur between the company and the Lead/customer in an automated way. The goal is to relate to this Lead/customer according to the conversions made by him on your website, social networks or Email Marketing.
As the actions are being performed by the person, it is expected that automated communications will be created, but personalized according to the path taken.
Creating automations in a strategic way can be very important for optimizing the company’s work, both for the Marketing and Sales team.
Email Marketing automation ranges from simpler things, such as a welcome after registering for a newsletter, to thanking you for contacting the customer. Or it can happen after a registration on a Landing Page, pop-up or various other possible conversions, such as integrations, Facebook Lead Ads, etc. Understand better when to use:
To bring results with Inbound Marketing
For the Inbound Marketing strategy, it is possible to structure automations according to the purchase journey. It is worth thinking about which materials make sense for each Lead to be nurtured according to the stage it is in the sales funnel, seeking to advance it until it is ready to be approached by your sales team.
These automation can be smaller, where within just one stream it passes through the funnel completely. It is also possible to create several automations that connect according to the actions of the Leads so that they go forward.
The example above shows a journey flow from Email Marketing automation that has 4 basic steps. We can have several input triggers for the same flow, create segmentations, or even the conversions themselves.
When placed in these automations, these Leads can have their phase in the funnel changed, receive a tag, generate an email notification or even schedule a sale.
In automations, we are able to send emails according to certain actions of the Lead, such as if email was opened or clicked. We can also use already created segmentations to perform a separation of the flow, such as, for example, some specific information that he answered in some form that is crucial to carry out a different communication.
Another aspect that differentiates automation campaigns from those exclusive to Email Marketing is that today it is possible to schedule the email to be fired on a specific date, without having to waste so much time with manual work .
For example, if it makes sense for the customer to receive a communication every Thursday to inform them of a weekend promotion, you can schedule this in advance.
And thinking about optimizing your open rates, there are days and times that can influence this aspect a lot – and that can also be used as a complement to the automation strategy.
How to implement an ideal Email Marketing automation for your company in 3 steps
How to get your user to buy my product with an automated sequence of emails? Have you ever had this question? The main moment in which companies look for this solution is the following: they are already selling online, but they want to scale their results and reduce their acquisition cost.
In other words, bring in more customers, paying less and productively. The good news is that email marketing automation specializes in doing this.
To give you an idea, here at Resultados Digitais we generate 28% of the leads accepted by sales (SAL) only via Email Marketing automation. This at a cost of 5% of what we invest to bring a client.
It’s the biggest ROI of all the media we use. This, in the end, generates what everyone reading this post is likely looking for: revenue. But do you know what you should look for so that all this result is a consequence? Solve your user’s problem.
That’s the goal of this 3-step sequence. To achieve this expected result and improve your strategies, check out and apply the following sequential steps:
In order for you to be able to define exactly the problem that your user has, the main part in structuring the Email Marketing automation is the planning. Through it, you will be able to avoid various communication and offer errors.
In practice, with this email, we had an efficiency of 3.28%. In other words, every 100 shots, we generate 3 material downloads, evolving users in the purchase journey. Until the moment we asked the following question: what if we found out the users’ problem before they tell us what they want to solve?
Do you know what efficiency we got? 5.52%, that is, an increase of 68%. See how the process was done:
a) Interview your customers to understand what they are looking for
The starting point of planning is your best customers. They will be able to tell you what your product solves, how it solves and what was the determining factor in choosing what you sell.
Thinking about making your job easier, here is a ready-made script created by our Product Marketing team:
- What’s your name and age?
- What is your position in the company?
- Which brands do you like? They can be brands of clothing, food, perfume, cars and technology.
- Do you have a hobby? A favorite sport, or something you usually do when you have free time?
- Do you have academic background/specializations?
- How long have you been at the job?
- How many people work directly with you?
- What apps do you use and feel comfortable with? (from games, bank, personal organization etc.)
- Do you have a portal/professional reference that you usually access and read?
- What formats do you prefer or usually look for? (video, text, audio)
- Do you do Digital Marketing? What is the difficulty you face in this?
- What topic do you think you need to know more about when we talk about digital?
Purchasing journey: Learning/recognition phase
- What was the company’s situation before knowing our solution? What was your problem/need?
- What contents do you think have been useful at this time?
- How did you get to know our company?
Shopping journey: Consideration
- When you started looking for solutions to this problem, which ones did you find?
- When you found our solution, what points caught your attention? (attractive)
- What were your main doubts at this time?
Buying day: Decision
- What were the main points that led you to decide for our product?
- What results were you hoping to achieve?
- How do you rate the information available on the website? Was any information difficult to find?
With this roadmap ready, list the main insights that would make your users buy your product and after that, go to the next step. This process can also be done at the beginning of your Personas build.
b) Talk to your sales team
It is extremely important to validate with your sales team that the information you found is making sense . Show the completed script and see if they have anything to add or remove.
From there, ask your sales team for some information:
- What are the main benefits of our product that you highlight? Because?
- What are the main objections from users?
- Do you have a ready-made speech on how you usually sell? Can you summarize it here?
They will be able to tell you exactly how to talk to your potential customers.
c) Talk to your service or support team
Last but not least, talk to people who help your customers solve the problems they have with your product.
Ask for information such as:
- What are the main problems faced on a daily basis related to our product?
- Which of these problems do you think we should tackle first? Because?
By completing this step, you will surely be approaching the ideal world of nutrition. You will basically have a roadmap to understand what your emails should look like within the automation flow.
d) Ok, but how do I adapt all this and turn it into emails?
With this map in hand, do the following:
- List 3 to 4 major problems that your product solves.
- Understand how to segment each user based on this issue (area or category of website they access, emails they click, data they fill in on their landing pages or surveys).
- Deliver the product/offer or content that will resolve this issue.
See, for example, the problems we got here at Digital Results and how we do it:
- Issue 1 – Generate contacts to grow email base: We segment these users based on starter materials. For them, we deliver material that helps to increase the base of contacts;
- Problem 2 – Send Email Marketing with Quality: here we segment the users who are interested in Email Marketing. From there, we send content related to the issue.
- Problem 3 – Create marketing automation: for more advanced users, who already have some experience in starting materials, but who are looking to evolve their Digital Marketing strategy. For them, we deliver specific materials with the aim of automating processes and emails (most likely you, who are reading this post, fit here).
- Problem 4 – Analyze my results with productivity: for users who are looking to centralize their operation and analysis in a single tool, and are looking for how to do it. Obviously this is the value we seek to deliver.
Basically we send a specific nutrition process for each user, that is, a different email for each problem.
2. Good practices and execution
Now you understand how an interview script works to get to know your audience. You will probably also have a specific view of how you should position yourself for your user.
If you’ve made it this far, you are most likely above the average for any company that uses automation strategies. However, so that you can execute everything you have brought here with mastery, we’ve separated some good practices to execute your emails:
a) What is the best type of nutrition email?
According to our experiments, sales-oriented flows have a 34% greater efficiency if done with plain text and in a personal way. Preferably by a Sales or Marketing manager for your company.
b) Number of words per email
We performed some tests regarding the size of automation emails and the average number of words you should have per stream is between 110 and 180 words. You need to have space to get the message across and spread the CTA, but directly and clearly.
c) How many emails should I send to the user?
Ideally, for new users (who have just joined your base) is 1 email every 2 days. After the first week on your base, the ideal is 1 email every 3 days.
d) Quantity of materials or products offered by email
Ideally 1 material per automation flow. But as there are often narratives that complement the resolution of the same problem, up to 5 materials per stream are accepted.
We expect a loss of 7% for every material included beyond the first.
e) When should I offer the product?
The ideal moment to offer a product is after the interaction in a material at the bottom of a funnel (close to the decision stage in the purchase journey).
- Click on an email next to your product sale;
- Access to a pricing page;
- Contact request;
- Check out by cart.
When the user downloads a material that we consider very close to the purchase of our product, we send the following email directed to the problem he has (in this example, the user wants to improve his Email Marketing strategies):
f) How should I write my emails?
A template we use here is as follows:
Subject or theme
What do you want to talk about? What subjects can you address to be successful with this text? Where do you want the user to go? What do you want him to do?
Problem-related to the subject
Bring up a problem that relates to the subject being discussed.
Then increase the problem, play and bring it in in a playful way.
Soon after, bring a way to solve it.
Solution offer + call to action.
And finally, offer the ready-made solution. Call to action.
3. Measurement and improvement
Once you understand your speech and the problems your users want to solve, it’s time to measure whether what you’re doing is getting results. To get started, let’s understand what you should measure in your Email Marketing automation:
a) How to measure and what to measure?
The main metrics you should track are:
- Rate of growth of your email list;
- Number of emails delivered;
- Opening Fee ;
- Click-Through Rate;
- Efficiency (how many users reached the goal you had with the email): selling, downloading material, filling out a form, etc.
But how do I know if my rates are ideal? Access the Email Marketing Metrics Benchmarking to check a base of metrics.
b) How to optimize?
- To grow your contact base, see this post.
- To improve your open rate, check out these tips.
- To improve your click-through rate and efficiency, check out the Growth Hacking actions you can take.
Marketing Automation Beyond Email: Meet 5 Use Cases
Email Marketing automation is a powerful tool. She is responsible for maintaining personalized email relationships in an intelligent and scalable way. However, what few people know is that this tool has many other possibilities.
Email is, in fact, the main generator of results. However, also automating the lead management and delivery processes brings big gains in productivity – and, consequently, in results.
Let’s now show how your company can automate 5 important processes in the Marketing area. In this way, you will be able to extract the full potential of Marketing Automation beyond email.
1. Change Lead stage
Among your contact base, there are mixed customers, new and old Leads, with or without potential, distributed among the stages of your sales funnel. So, to ensure a quality relationship, you need to separate who’s who and talk to each one in order to deliver as much value as possible.
The price of not personalizing the relationship is seeing customers receiving sales leads, which leads to lost business opportunities and certainly more complaints than thanks from your Leads.
With Marketing Automation, we can change the stage of the funnel in which the Lead participates, separating who are customers, qualified Leads and business opportunities from the rest of the base, guiding your relationship.
How we use it at Digital Results
When a sale is closed in Sales CRM, this information goes back to RD Station Marketing in the form of conversion. This conversion serves as a trigger for Marketing automation, which changes the Lead stage to “customer”.
Making this exchange prevents you from having sales approaches with someone who has already bought your solution, and starts working on an after-sales relationship.
2. Add/Remove Tags
Often, in the Leads base, there are groups that do not share any criteria that allow them to be gathered. A classic example is when you import Leads into the database that were not generated by a Landing Page integrated with your Leads management platform.
Tags will help with this task, making it easier to identify and target that group.
How we use it at Digital Results
When someone applies for one of the many open positions to work with us, we put a tag called “talent” on them. With this, we can easily segment them, and thus prevent this Lead from being sent to a seller, wasting your time.
3. Mark the lead owner
Approaching leads that become business opportunities quickly can be a game-changer for more effective closings for the sales team. Assigning an owner to the Lead via Marketing automation already makes it possible to generate a notification to the seller in real time.
You can use several triggers, as long as they are targetable, to understand when a salesperson should act on a potential Lead.
How we use it at Digital Results
When a Lead is approached and purchased, it is interesting that the same seller continues to follow him. This way, both the seller can identify a new way to contact you and the Lead can become interested again.
The fact that the same seller resumes the negotiation improves the end buyer’s experience since he already knows the Lead context.
4. Mark the lead owner, distributing it
It is a variation of the “make lead owner” function, important for automating the transition from business opportunity to sales. That’s because it makes the process of assigning an owner to Leads scalable, distributing opportunities alternately among a group of salespeople.
How we use it at Digital Results
We deliver business opportunities for sales based on the Lead segment. Basically, we deliver each performance segment to an expert salesperson. With this, we create salespeople who know more about the potential customer segment.
They can create a stronger value proposition, which improves team closing rates.
5. Mark as an opportunity
It is a way of signaling if the Lead should be or is being approached. While assigning an owner indicates that the Lead should be reviewed by the salesperson, marking it as an opportunity shows that the salesperson saw potential and can approach it.
This tagging is also widely used as an integration hook between the Marketing Automation platform and the CRM, signaling the delivery of the Marketing Lead for sales.
How we use it at Digital Results
We have RD Station Marketing integrated with CRM. Whenever a Lead is marked as an opportunity, a deal is generated in CRM, directly in its owner’s pipeline.
In cases where the conversion necessarily implies an approach, we have the automation flow itself assign an owner in the first step. The Lead is marked as an opportunity in the second, generating the deal in real-time for the seller.
Results of using Email Marketing Automation
As we have seen, Marketing Automation results should not be measured only through the open and click rate, but through its real impact on the sales team.
Therefore, some results to be expected from Marketing Automation are:
- More sales as Leads advance into the sales funnel automatically;
- Lower cost of acquiring customers, as they arrive more prepared for the purchase;
- Less time spent on business operation: once an Automation flow is planned and configured, all the segmentation and sending of emails is done automatically.
In short, we must keep in mind that Email Marketing and Marketing Automation are not the same thing. In fact, they can and should work together to generate more and better business opportunities.
The crucial difference is that Email Marketing automation should be thought of as a continuous action that takes place over time, and not a one-off event as is Email Marketing. It should also be taken into account that automation is a powerful sales tool that directly influences the company’s results.
More Possibilities with Email Marketing Automation
We’ve seen that working with automation is able to avoid manual work, increase efficiency and time and even improve automatic Leads nutrition, taking into account the interest, purchase stage and information you provide on the Landing Page.
We also understand that there are still other possibilities for this tool. The intent is always to automate manual processes and allow for volume escalation.
This productivity gain is reflected in the company’s results. Remember that this work with automation within Marketing also helps to increase the agility of approaching the sales team.
We hope you enjoy the full potential of Email Marketing Automation, which goes far beyond delivering personalized emails. If you want to go deeper into the theme.