Marketing Automation Consultant | Johan Claeys
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Lead nurturing

lead nurturing

LEAD NURTURING

Create intimacy and build trust when dealing with contacts. Build Email autoresponder sequences that will have your subscribers engaged and better understand your contacts. The kind that helps you deepen relationships with your subscribers and put in place following techniques to enhance and value to them. .

Personalised communication

Email sequences

Email Responders

Personalisation is essential in your conversational growth strategy where you deliver the right message at the right time with the right information on the right conversational channel.

Personalization fields allow you to dynamically insert content into your forms, emails, email subject lines, sms and more. This creates a more personalized experience and leads to increased engagement of your contacts with your brand.  

When a personalization field is used in a campaign or email, the value of that field will automatically be inserted once the communication is sent to a contact. When the contact opens the communication, they will see the value for that field and not the description of personalisation field itself by this increasing the chances of engagement with your business.

Conversation site messages, is another conversation channel. One where lightweight personalised notifications appear on your website. By default these Site Messages are displayed first as an “Initial Message” in the bottom-right corner of your website. Having real-time conversations, live chat, email, and a unified inbox let you connect the conversations you have with your customers directly with your marketing solution.

Another great conversation channel is the SMS message, or text-only message, that you sent to a contact's mobile device. On condition they have shared their mobile phone number and have given you permission to do so you can offer increased personalised communication through SMS personalised messages.

Another way to show you care and remember is by pre-populating form fields. Pre-populating form fields, is the process of filling out fields ahead of time, on behalf of your contact, on condition it is information you already have. 

For example, if you already know a contact’s email address, you can fill it in for them when you are asking them for new information. You could pre-fill location information when a contact is doing a purchase if again you have the information.

Perfectly timed messages

Perfectly-timed-messages

Perfectly timed messages

Timing is everything. Your marketing campaigns are always impacted by your ability to send the right message to the right person at the right time. Failing to meet those criteria negatively affects your marketing results, whereas fulfilling those conditions sends your conversions through the roof.

When you’re generating and engaging with new and existing leads, timing is critical. Wait too long to send an email, and your window of opportunity may close forever. Send emails too soon, and you may just scare away a quality lead.

You communicate primarily with messages. Email is the most common medium for marketing messages. For each you set triggers that control how these messages are sent. Triggers are actions leads take that facilitate messages being sent or displayed. Your messages engage leads, through a link trigger in an email or a button that inspires to take action and direct them along personalized, predetermined sequences.

You could start engaging with your new subscribers by sending an instant message sent immediately following a trigger event. Or, conditional after he/she visited certain web pages, click specific links, or reach a desired lead score. Date based condition like sending birthday and anniversary emails, event reminders, promotion emails, and expiring discount emails. 

Engagement and deliverability have a reciprocal relationship. The better your engagement, the higher your deliverability rate. The higher your deliverability, the more likely your emails are to make it to inboxes and be opened by your contacts.

By sending relevant timely messages to contacts, you increase the chance that they’ll engage with your messages, and by consequence, you boost the probability that your deliverability increases and the chances they will complete the email sequence. When subscribers completed a sequence till the end, they have, in fact, reached the stepping stone!

Behavioural Based Emails 

on-their-interests

Behavioural Based Emails


Now say you don’t create segments. Say you continue to send mass messages that aren’t tailored to contacts’ specific interests and behaviors. The result is low engagement because you send messages that certain contacts deem irrelevant, or worse, annoying. Low engagement hurts your deliverability, which in turn makes achieving your main goals an uphill battle.

Links in messages are not only a great way to trigger followup messages or sequences but are also an incredibly effective way to segment your subscribers by applying a tag and/or adding custom contact details in your systems.

Mass messaging is never as fruitful as targeted messaging. Messaging the right contacts is important, and so is avoiding the wrong contacts. Segmentation keeps your messages targeted and relevant, so your contacts stay responsive and interested.

The goal in marketing automation is to make scalable communication and efforts extremely personalized. The only way to do that is to maintain a segmented contact database. Segments are groups of contacts that share characteristics and/or behaviors. Such segments — coupled with the right message at the right time — take your marketing efforts to the expert level.

The best way to segment your contacts is by behavior. In other words, behaviors are the best indicator of what people 'want'. The ability to do that at a high level is reliant on the flexibility of your marketing automation platform.

Here are some examples of behavior-based segments:

- Clicked a link in an email that expresses interest in a specific topic or product offering
- Visited an important page on your website multiple times
- Has a certain set of tags on their contact record
- Has opened or clicked any email you sent within a specific time frame
- Added an item to their shopping cart but failed to complete the checkout process
- Signed up for a free trial but have not purchased the product yet

All criteria above represent a segment of contacts in your database, providing you a targeted group of leads that you can send relevant messages to at opportune times.

Know your contacts

personalised-email

Know Your contacts

By using email autoresponder sequences you increase your opportunity to better get to know your contact. You keep the conversation with your contacts ongoing.

Email auto responders help you deepen the relationships you have with subscribers solely through the content ‘they‘ share. Over time with every email communication, you will get to know your subscribers and better understand what sparked their interest in your emails and see if they are still engaged. In theory, it sounds easy, but how exactly can you achieve this in real life and in real time?

Ask questions. Upon sign-up, you can already mine information by making the subscriber check which types of emails he or she prefers, what his or her interests are, the purpose or reason for signing up, etc. Keep in mind that you need to make it short and simple. Don’t bombard them with so many questions — that’s a guaranteed turn-off.

As you go along the sequence, you can become more specific. For those who have already opted in, you can send them surveys, quizzes, informational content in various formats (e.g. still images, videos, posts), and provide them with incentive for engaging in a dialogue with you.

For example, you can attach a link to a free ebook or a coupon code in your succeeding emails. If they choose to avail of that, you can mine information already, since you will see which item they decided to purchase or the topic of the ebook they decided to get. 


Send targeted relevant content

campaigns

Send targeted relevant content


The purpose of segmenting your subscribers is to ensure in later stages that you send people relevant messages that are based on the data you’ve collected, and will genuinely interest them. Link Triggers help you understand your subscribers and slowly move them into a better, more specific segmentation when the time is right.

So, “to segment or not to segment” really isn’t a question if you want success. Segmentation increases open and click rates and helps you meet your ultimate business objectives.

The technology is powerful, but you must remember that technology alone will not make your business successful. You need to pair it with proven marketing strategies that stem from foundational marketing principles. In order to create segments, you need to truly understand your audience, and you need to know what goals you’re looking to accomplish. Segmenting just for the sake of doing it will not net you any better results than mass messaging. If you do it right, segmentation can indeed help you work smarter, not harder.

When you send more targeted messaging, unsubscribe rates drop and open and click-through rates rise.


Integrate your website activity

computer-devices

Integrate your website activity

Integrating your website activity is to “see” and then “react” in real-time as contacts visit your site and view specific categories and pages. You connect your marketing and sales processes to your website activity.

Some ideas.

You can trigger a message with a coupon code to send 30 minutes after a contact views a product page of your site... but only if they didn't make a purchase.

You can apply a tag to indicate a contact's interest and begin a targeted follow-up sequence after two or more visits to a specific product category

You can fork an automation so you treat a contact differently if they've already viewed a certain page of your site.

You can have automation only begin if a contact has viewed a specific page of your site.

You can automatically move contacts to another stage of your sales pipeline when they view 3 or more important pages of your website (such as your pricing, product, and demo pages).

You can increase or decrease a contact or lead score on the basis of visits and views of specific pages.

Integrating site tracking data with other behavioral data (such as email campaign opens, link clicks, and form submits), you can accurately identify exactly what information and products are most important and interesting to each contact so you can target your cross-channel messages with content and offers you know appeal to them.

Integrating your website activity empowers the practice of behavioral-based marketing and allows personalization at scale and engage with contacts based on actions they’ve taken on your web assets. This will further improve the relevance of your messages beginning a positive feedback loop that ultimately leads to happier contacts and higher conversions.

Sending email campaigns

email examples

Email Campaigns

The Standard Campaign is the one where you  “send a regular, one-time email campaign”.  The very first step when you are beginning any campaign is to select the list of people to whom you are sending your email. Because this is a standard campaign, you’ll want to chose your list carefully to avoid spamming your contacts. In this example, we want to chose people who have made a purchase, and those who may be likely to convert with a coupon.

After you select a list, you will be prompted to select a segment of your list, if you’d like. This way, you can easily target a subset of contacts within your larger list if you’d like to send a particular message pertinent to their interests. 

An Auto Responder campaign is compared to a standard campaign,  “an automated campaign that will send after someone subscribes.” In this way, an Auto Responder can be similar to an Automated campaign. However, the Auto Responder is much more straight forward, and does not have any additional automation capabilities.

Split Testing email is a powerful tool, allowing you to “compare multiple emails to test which works best.” This is where you can get creative, and try multiple approaches to your content. If you’re an online shoe retailer, and you are wondering if people will open emails with an informative subject line, or a funny subject line. We’ll pick the Split Testing campaign to give it a shot.

The Date Based Campaign is a simple way to “send on contact birthdays, anniversaries and more.” Date Based marketing can be particularly effective, sharing content personalized for an important day. As with other campaigns, you begin by selecting your list and any applicable segments. In our example, we’ll send contacts a coupon on their birthday. Potential contacts are invited to share their email and birthday address for a special coupon. When people complete this form, they will have the tag “Birthday” added to their contact record.

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