Sell like Amazon: 7 examples of automation of personal trigger mailings that you can launch today
You have heard many times (and we have told you many times ) that marketing automation helps to heat leads, increase conversion and revenue, without spending money on advertising.
One of the Lenskold Group reports says that 63% of companies that are ahead of their competitors use automated marketing. DemandGen in a B2B segment study says that 67% of marketers see at least a ten percent increase in sales opportunities after preliminary lead preparation - a key feature of automated marketing.
Now it’s clear why companies are so interested in this topic. Google Trends marks the annual worldwide growth in the number of “marketing automation” requests, which has been going on for a decade.
2007-2016 “marketing automation” request
However, when it comes to implementing automated marketing, it can be difficult to decide where to start.
In this post, we will tell you about 7 secrets of automated mailings that you can implement in a few days on most marketing automation platforms (and how to do this with Carrot Quest ):
- Personalized call to action;
- Educational mini courses;
- Resending emails
- Return of users;
- Automatic reduction of the list;
- Check after purchase;
- Rate users points.
1. Personalized call to action
Most likely, most marketers in your field send the same email to every person on the list. Active users receive the same information as leads, and leads receive the same information as past users.
Personalized calls to action turn this strategy upside down.
When you launch personalized messages, your users receive content that changes depending on their location in the sales funnel. This means that everyone will receive information on possible further actions.
Suppose you are a SaaS service marketer.
You could add a PS to the weekly newsletter, which would be different for leads (PS Try the service for free for 14 days) and existing users (PS Learn more about our PRO tariff).
Even if 90% of your information on the newsletters is the same, personalized calls to action will significantly increase conversion.
2. Educational mini-courses
Many marketers today are overly concerned about expanding their contact base. Although there is another KPI that marketers are eager to get even more than turning site visitors into subscribers - turning subscribers into paying customers.
B2B marketers argue that the most useful metric that testifies to the success of marketing automation is the degree of conversion.
There is no single approach to converting subscribers to customers. But one of the options to be heard, to gain trust and educate your customers yourself is to create an authoritative mini-course and send it by e-mail.
Mini-courses are an example of drip marketing, when lessons are sent daily for 5 or 7 days to potential customers interested in a particular topic. Naturally, a person who is interested in your lessons will want to learn about the product that you offer.
In addition, email lessons have a hidden powerful advantage. They teach people to open and read your letters. The importance of this property cannot be overestimated.
When you build up a list of emails with traditional lead magnets such as free e-books, you notice that your open rates fall after a few emails. The truth is that sometimes people do not expect or do not want to receive news from you. They just wanted a free book.
Mini-courses change the situation.
To get lessons from the course, people need to read your letter. This teaches users to open, click on links and respond to your letters. Isn't that the essence of creating any lead magnet?
For B2B marketers DemandGen in their studyshowed that heated leads are 50% more willing to buy and 33% cheaper per 1 lead. Try teaching your users for 5 or 7 days and see if your conversion will increase.
All new Carrot Quest users receive 4 letters with lessons. These messages not only describe the main functions of the service and recommendations for setting it up, but also provide general information that helps users better understand marketing automation and user communications. Here is an example of such a letter:
3. Resending emails
Imagine that you can get 30% more openings of each letter you send. This means that news about your webinar or the launch of a new product will receive 30% more email traffic.
Repeated distribution will help to achieve this. Here's how to do it.
The next time you send some very important email, wait a couple of days, and then make a list of those who did not open it. Change the subject of the letter and send the same letter to those who missed the first message. This re-mailing can give up to 30% more openings (and a two-digit increase in conversion). And most marketers do not.
4. Return of users
According to BI Intelligence , online retailers are losing $ 4 trillion in abandoned baskets! Worse, 63% of this revenue could be recovered.
Over the years, online stores have come to realize that abandoned baskets are a big problem. Despite this, not all marketers use return strategies for departed users.
Suppose someone looked at your prices, service or conditions for providing a demo and left without buying. He was obviously interested in your service or product, and if you have retargeting running, he will see your ad.
Remarketing can help, but if you harass users within 5 minutes of leaving, they convert them a hundred times better than the next hour.
Here messages come to the rescue that return the user to the landing page a few minutes (or seconds) after they left the page.
Note: With pop-ups or chat messages, Carrot Quest allows you to remind you of an abandoned cart even to users who have not left an email address.
Suppose you watched cameras on Amazon and didn’t buy anything. Such a letter will come to you in a few days:
When it comes to creating your own campaign, you have several options to approach the issue. In general, a good strategy would be to address issues that may have led the user to leave your site.
You can write something like:
- I lead our SEO team. When will it be convenient for you to consult on improving your organic traffic and income?
- We offer free delivery in Russia. Follow the link to shop now.
- What keeps you from trying our product now?
Focus on helping and be prepared to answer questions.
If you have a high user LTV, this strategy can provide significant ROI, attracting new “quiet” users at the ideal time for this.
5. Automatic list reduction
Do you know users who never open your newsletters? Perhaps they are harming your business more than you can imagine. The truth about inactive users is that low engagement hurts your SERP in all aspects.
Mail services look at who you send messages to, how often, if there are complaints about insults, percentage of opening emails and clicks made. All these factors determine your reputation among mail services and influence whether your letters will get into subscribers' mailboxes.
This means that even if people don’t mark your letters as spam, but just don’t open them, it can affect the delivery of messages to interested subscribers.
You can solve the problem by adding a trigger that will mark users who have not opened your last 10 emails. You can then send them a message to make sure they want to continue to receive messages from you.
Crunchbase excelled in this matter. Such a message helps them keep the list of subscribers clean and maintain a high return for all their customers.
Translation: “Hello! A lot of time has passed! We noticed that you have not responded to CrunchBase Daily emails recently. Click to confirm your subscription and stay up to date with the latest news. Thanks! CrunchBase Team. ”
6. Check after purchase
This campaign is simple and unexpectedly powerful.
After you receive a new user, send him a friendly message after 14 days: “Hey, it's been 14 days, I just want to find out how things are going.”
Similar letters have become popular in SaaS. But it is amazing how few businesses in other areas (consulting, online courses and commerce) contact users and find out if they are happy with the purchase.
Sean Fioritto, author of Sketching With CSS , used post-sale posts and received over 100 reviews of his book. When readers bought the book, Sean sent a simple letter 14 days later:
Translation: “Hey! You bought a Sketching with CSS book a couple of weeks ago. One of the advantages of buying a book from the author is in, hmm, in me :) I answer every letter and love it when readers write to me. How's it going? ”
When Sean received positive answers, he answered and asked for permission to use quotes for feedback. Most users easily agreed. So they gave a bunch of social evidence that he could use in his future campaigns.
Creating a similar message using Carrot Quest is as simple as possible, and the benefits, as you can see, are immeasurable. Add the user action “bought a book”, select it as a trigger in the message settings and set a delay of 14 days.
According to Marketing Metrics , the possibility of selling to a user who has already completed a purchase is 60-70%, while the probability of selling to a new customer is only 5-20%.
Use post-purchase messages to warm up your users and create the basis for additional sales.
7. Rate users points
Do you give points to your users?
Assessing user activity by a point system separates automated marketing from traditional marketing software. You can assign points to users depending on their behavior (for example, by opening or clicking on an email, visiting a price page twice a week, downloading a guide, or about any other action on your site that you can track).
When a contact reaches a predetermined value (say, 100 points), the user enters a special segment.
Depending on your business, you might want to do some of this with loyal users:
- appoint a personal consultant;
- send sales-oriented drip mailing;
- add Facebook interactions to the campaign.
The possibilities are endless.
You can also send them an automatic message, as Beachhead does:
Translation: “Hello Zach! Just wanted to say hello. I see you’ve uploaded a lot of content lately, and I want to know if any other help is needed. Thanks. Dan".
Beachhead, a consultant, evaluates users using a point system to reach valuable potential customers who use their content. If within a week someone downloads 5 out of 6 brochures and looks at the prices on the site, you can be sure that they are interested in your service.
By setting up custom events in Carrot Quest, you can also set any number of points for target actions (the more important the action, the more points). Points are recorded in the properties of users and, having reached a certain value, start a pre-created trigger distribution. Thus, you always stay in touch with your most loyal users.
Points allow you to automate direct letters to users, so they have them even when you relax.
More and more marketers are moving away from random mailings and sending more targeted, relevant, automated messages.
According to Ascend2 , 76% of companies in 2016 consider marketing automation to be “very important” for their overall marketing strategy (11% more than in 2015).
The problem for most marketers is that automation can be confusing. While the results of SMM and content marketing are immediately visible, automated mailing often works in the background, making it difficult to evaluate it.
With these 7 tips, we hope you have a clearer picture of what is possible and some specific steps to increase conversion and marketing automation.
With pleasure, the Carrot Quest team, a service that automatically collects information about each visitor to your site and helps to direct it to purchase, both manually and automatically.
Based on materials from blog.kissmetrics.com