For many digital marketers, the conversion rate is the single most important metric.
Much is being written about how to optimize your conversion rate. However, the tips seldom include leveraging your marketing automation tool, even though it's one of the most effective ways to boost conversions.
According to the DMA (Data & Marketing Association), 77% of ROI came from segmented, targeted, and triggered, in other words, automated campaigns. This statistic alone should convince you to take a closer look at how your automation tool can do more for you.
Automated Workflows for Email Sequences
To get a crisp understanding of how automation can jack-up conversion rates, let's recap the basic workflows principles in marketing automation. Workflows build on four elements:
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Trigger: A specific interaction with your software that initiates the automation workflow or the next action.
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Delay: The suspension from the trigger till the next automated response (action).
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Condition: A rule that determines the next action (if A is true, then action X; if B is true, then action Y).
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Action: The response (event execution) of the software to the trigger after the delay if the condition is fulfilled.
You can use workflows to create any number of email sequences, responding to various triggers from your leads. Set the conditions to let your software initiate the most effective action that nurtures your leads towards conversion.
Email Sequences That Help Increase Conversion
Welcome New Customers or Subscribers
Statistics show that about 320% more revenue is attributed to welcome emails than other emails. And 74% of consumers expect to receive one when they subscribe.
A thank-you email after a purchase or welcome email after a sign-up provides your newcomer with a sense of acknowledgment. For you, it’s the first action in your automated workflow, including periodic emails with additional triggers.
Keep Existing Customers Engaged and Interested
Often digital marketers are so busy generating leads, they neglect to tap into existing customers' potential. Set up an email sequence, send relevant updates, provide support, request feedback, and make special offers.
If applicable, create a loyalty program. A study by National Retail Solutions found that people spend an average of 13% more annually when referred to a loyalty program.
Also, pay attention to potential churn. When someone is inactive for too long, set a trigger for a dedicated email sequence.
Use Abandon Cart Emails in Ecommerce
Abandoned carts are a huge issue in eCommerce. But, according to data analyzed by SaleCycle, sending shopping cart abandonment emails within an hour increases conversions by 6.33%.
Don’t let leads so close to converting slip through the grid. Send them a friendly reminder.
Send Re-Opt-In Emails
Most people don't bother to unsubscribe, even if they never open your emails. If you ignore them, they will clutter your mailing lists. Offer subscribers to re-opt-in to rekindle their interest; otherwise, remove them from your list.
This can lead to unexpected conversions and keeps your mailing lists tidy.
The Power of Segmentation
Segmentation lets you refine your targeting process. Tailor your messages to resonate with specific segments of your target audience. MailChimp found that segmented email campaigns have a 14.32% higher open rate. Further - and this number should get you excited - segmented email campaigns yield 100.95% higher click-through rates.
Segment According to Demographics
Creating segments per location, gender, or age group can be highly effective. Divide your audience according to any demographic parameter relevant to your business sector.
For example, a report from Fluent shows that millennials are more susceptible than other age groups. Promotional emails were 10% more effective with millennials, and 68% of millennials say their purchasing behavior was impacted by promotional emails.
Segment According to Preferences and Online Behaviour
Similar consumers can have different interests. Track which products and pages your visitors browse to create segments based on behavioral patterns and customize your content.
Segment Based on the Level of Engagement
Not all customers are consistently engaged with your brand. It doesn’t mean they aren’t valuable customers. Adapt communication channels and frequency to the customer’s preferences.
Segment Based on Purchasing Behavior
Another way to segment is by product category, the average purchase amount, or purchasing frequency. This lets you send relevant and affordable offers to customers at intervals convenient for them.
Statistics reveal that out of all online shoppers who receive emails based on their shopping habits, 81% were at least somewhat likely to make a purchase.
Segment Change by Trigger
No one wants to receive irrelevant offers. However, statistics show that 12. 55% of consumers like to receive emails with offers relevant to them. Make sure your contacts are in the right segment. Add triggers that enable transfer between segments.
Bottom-Line: Automated Email Sequences Improve Conversion Rate
Marketing automation lets you reach consumers at the right time with the right content or offer. You can engage more effectively with prospects, leads, and customers because you address their needs at different stages of the lead lifecycle. Customized and personalized content is more convincing - and convincing means converting.
Of course, this only works as long as your automated processes are implemented and maintained properly. If not, the whole process may tumble out of balance. That may be the reason why many marketers don’t fully utilize their automation tools. The implementation seems more challenging than the benefits are attractive. It means risking failure that no one wants on their record.
Let a Professional Do the Hard Work
There's no reason to take such risks. Get experienced professionals, and be sure to get things right from the start. Within a short time, you'll show impressive stats to stakeholders in the company.
We at SRPro Marketing specialize in setting up automated processes. We'll guide you through or do it for you according to your requirements. We can also help you set your KPIs so that you can present the resulting improved conversion rates.
Contact us now: info@SRpro.marketing.
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