Email marketing is a form of direct marketing that involves sending emails to potential or existing customers who are interested in your product or service. It focuses on delivering relevant offers, blogs, or newsletters to these individuals.
This method is an excellent way to convert leads and prospects into customers. Additionally, it helps retain existing customers by encouraging them to purchase your products or services again.
Why Do We Do Email Marketing?
Email marketing serves multiple purposes and can be utilized in various ways. Some of the most common objectives include:
- Building relationships with customers
- Increasing brand awareness
- Promoting content
- Advertising services/products
How Do I Run Automated Email Marketing Campaigns?
Automated email campaigns eliminate the need to manually import or edit lists before sending emails. With drag-and-drop tools, you can schedule everything at once, saving time and allowing marketers and salespeople to focus on other tasks. Automation tools make this process efficient and scalable.
Here’s how automated email marketing campaigns work:
- Choose Email Automation Software.
- Identify your email recipient list.
- Define your campaign goals.
- Define the criteria for sending emails.
- Decide on workflows and processes to automate.
- Create assets and templates for your campaign.
- Test and preview your automation workflow.
- Run the email automation process and monitor results.
1. Choose Email Automation Software
There are many email automation tools available in the market. The key is to select the one that aligns best with your business goals.
In this blog, we will demonstrate how to set up an automated email marketing campaign using HubSpot‘s Marketing Automation Tool.
2. Identify Your Email Recipient List
Decide who you want to target with your emails. In HubSpot, you can filter and segment your email lists based on your criteria. For example, you can segment by lifecycle stage or demographic.
For an upsell campaign, you may target customers who haven’t purchased your product yet.
3. Define Your Campaign Goals
An email marketing campaign’s success depends on having a clear strategy. You must understand the purpose of your emails. Ask yourself:
- What action do you want your target audience to take?
- What value do you want them to receive?
For instance, if your goal is to get people to register for a consultation session, plan to send a series of emails until they register. Once a prospect registers, remove them from the email series and send them a Thank You or Successful Registration email. Sending irrelevant follow-ups can frustrate customers, so it’s essential to plan your workflows carefully.
4. Define the Criteria for Sending Emails
Criteria determine which contacts are included in your workflow. In HubSpot, you can use various options to create custom workflows:
- Use pre-created contact lists.
- Include only those who filled out a specific form on your website.
- Target individuals who clicked on a link in a previous email.
- Segment based on data from your marketing database.
5. Decide on Workflows and Processes to Automate
Decide which steps you want to automate and which to handle manually.
For example, in HubSpot, you can automate the following:
- Sending emails at specific times.
- Using if/then branches to define next steps and actions.
- Syncing campaign data directly with your CRM.
6. Create Assets and Templates for Your Campaign
Prepare campaign assets such as email templates and content in advance. This allows you to easily integrate them into your email marketing automation software.
Additionally, define:
- How many emails to send.
- The target audience for each email.
- The content of each email.
7. Test and Preview Your Automation Workflow
Before publishing your workflow:
- Double-check your contact lists and the number of recipients.
- Review the workflow details.
- Test your automation settings to ensure everything works as intended.
- Testing helps identify and resolve any errors before launch.
8. Run the Email Automation Process and Monitor Results
Once you’ve tested and verified the workflow, publish it. Continuously monitor its progress to identify any discrepancies. If you encounter errors, make necessary adjustments to improve the effectiveness of your campaigns.
If you want to learn more about Email Marketing Tools and Campaigns, feel free to contact BEYOND 360.
