With so many available digital marketing channels available today, it is nearly impossible for a business with a large marketing budget and team to stay on top of all the customer engagement in a meaningful way.
Imagine how it feels like for a small to medium sized business or brand.
Marketing automation can help you and your business maintain consistent customer by customer engagement. It simplifies your content creation and customer marketing workflow, while staying on top of key customer data, insights and trends that could be a great source of fresh ideas and opportunities.
This guide will walk you through a variety of marketing automation for email marketing specific to the tools and features available on GoGoGuest.
Guide To Marketing Automation For Email Marketing
Believe it or not, every serious marketer who knows how to do email marketing well and successfully is aware of the huge impact of marketing automation when growing a business or a brand.
As you’ve dabbled in email marketing to grow your business, you probably have heard of the terms marketing automation and segmentation, right? We cover this topic extensively in every scheduled customer demo.
What is marketing automation? It is as described – automated email marketing is a feature that sends out emails to your customers and prospects automatically, based on a time schedule or a behavioral trigger that you define. It is a crucial digital marketing skill to learn and understand. The more you spend time testing and improving your marketing automations, the more you’ll learn how to improve the performance of your campaigns.
The two types of marketing automation. There are two types of automations, as mentioned earlier: 1) Event based trigger email content or 2) Drip feed email content. Either type can be used independently or together. Setting it up uses the same tools and features, while drip campaign depends highly on a time trigger value vs behavioral trigger values.
Setting up your first marketing automation. When businesses and brands are on-boarded on GoGoGuest, we set-up 4 marketing automations or what we call customer journeys specific to each account. We do this to help jump start your business in creating awareness, building trust and the ultimate goal: customer loyalty. To get started on your first automation, first go your ALL CUSTOMERS list then create a segment. A segment is your group of subscribers that meets a specific criteria that you define. Once a segment or multiple segments are created, go back to the automation function and select the type of automation. We also offer a number of examples.
Name and build your automation. Naming your automation is straightforward. Building your automation requires that you decide on a trigger value. A trigger value refers to the time based data or behavioral data that will automatically send that email content message to that specific customer.
Example: Time based automation value: 1) When a customer joins the ALL CUSTOMERS list send them a welcome email after 3 minutes (set length of delay).
Example: Behavioral based + time based automation value: When a customer makes a purchase of over $10.00 3x in a month, send them a special reward after 30 minutes (set length of delay).
We love and follow growth marketer, Neil Patel. Learn more about marketing automation.
Select an email template and update your content. As a GoGoGuest customer, you gain access to a gallery of FREE templates for almost every type of email content you can imagine. Each template is fully customizable to fit your brand. You can also embed different links and track the performance once the automation is up and running.
Review and test your first automation. Before going live with your marketing automation content, test it first by sending a sample to your inbox. Use the preview tool to check how it looks on a wide and small screen. Make sure all your links and CTAs (call to action) are functioning.
Go live, measure and create new marketing automations. After extensive testing, you can go live with your first marketing automation! Give it a few days or a week. Observe and understand the results and stats. Now that you are a PRO, you may want to add email content that correspond to YES and NO values. Remember your goal is to create awareness, build trust and turn each customer into a loyal fan.
GoGoGuest is a customer marketing and data software subscription solution that helps every business and iconic brand better understand their customers. We are trusted by over 200 businesses and power more than a million customer engagements every month. Our story.