To successfully build your business, you need to be able to attract and convert leads into customers. To do this, you have to be able to reach your target audience and delivered the right message, while also keeping connected and engaged with your current customers. One of the best ways to achieve all of these essentials is through email automation.
Email automation can not only help you convert leads into customers, but it can also help you stay in touch with your existing customers and encourage activity like greater product adoption, upsells, and additional purchases.
In this article, I’m going to be going through the email funnel that Cereal Entrepreneur uses, which has helped us increase sales by approximately 30% each month!
Why Email Automation?
Email is a great way to communicate your message to a targeted audience. With email automation, you can create personalized, automated email workflows that can be triggered in a number of different ways, including:
- When a contact gets added to a list
- When a visitor submits a form on your website
- When a contact clicks a link in an email
- When a visitor views a page on your blog
- When a visitor clicks on one of your AdWords ads
- When a contact becomes a marketing qualified lead
Even better, you can personalize your email automation to send to a specific target customer. You can also segment your contact list by demographics, geography, and behavior. Even better, automation software has made doing this incredibly affordable. Automation software:
- Makes it easy to test and optimize results of campaigns
- Allows you to track engagement, sales, and conversions
- Helps you provide value before trying to sell to the customer
Automation software can be especially helpful for small businesses that do not have as many resources to spend on personalization, making it easy and affordable to provide customers with a more targeted, specific onboarding process.
At Cereal Entrepreneur, we’ve used the software Active Campaign with great success.
Email Automation Flow
Using Active Campaign, we use a very precise automation flow for each of our leads to convert them to customers. This automation flow includes the following steps:
Welcome Email – Our process always starts with a welcome email. This is a message you send to a new subscriber or customer that is interacting with your business. For example, a visitor who opted into your funnel or landing page will receive this as their first direct communication from you.
Value Offer 1 (Opt-in Offer Email) – From that first interaction, the next step is to move the lead to a value offer, which ties into the reason that they interacted with your funnel or landing page in the first place. This value offer could be a FREE Guide for Setting Up Email Funnels, or information about Social Media Marketing.
Value Offer 2 – You want to make sure that all of your emails contain something valuable, so that the consumer won’t opt-out of your mailing list. This will be the second email that continues to offer the consumer value, similar to the first value offer. It is important that you DO NOT try to sell them yet, but continue to offer free value.
Value Offer 3 – You might be getting eager to go for the sale, but it’s not time yet. This will be another email still offering value to the consumer. At this stage, you can start to introduce other topics and try to forward them to a link or article that talks about the topic. This is a great way to see if they have true interest in this topic, as your email automation software will track link clicks. If they follow the link, you can add that viewer to a new automation about that topic. Next you can mention your product/ service.
Product Offer – This is the FIRST email that will entice the viewer to buy your product or service. By this time you will have already built credibility with the consumer and shown the value you are able to provide with your free offers. To further sweeten the deal though, a promotion or discount would be a great addition at this stage.
Value Offer 4 – The consumer might not yet be ready to follow through with the purchase, in which case you can go back to more value offers. This email should mention a new topic with another link. As before, you need to track the viewers’ interest and add them to new automation about the topic if required.
Value Offer 5 – You really want the consumer to know that you are the expert in your niche and that you can provide them with more knowledge and resources than any of your competitors. At this point, you want the customer to think that if you’re providing this much free value, then how awesome must your product or service be? Once again, mention and track topic and link. By mentioning different topics, you’re able to offer the consumer targeted communications that are specific to their interests.
Product Offer 2 – Create an offer that will entice the email recipient to buy your services or product. Something that is time-sensitive, such as an offer that expire in the next couple days, may be helpful, as it can help spur the consumer into making a decision. If they’re still receiving your emails, then they’re obviously still intrigued by your product/service, and may just need a slight nudge into making a final decision.
Value Offer 6 – As before, you send another email offering more value. Once again, you should mention and track topic and link.
Value Offer 7 – This will be your last value offer, so make sure it’s a good one. Again, mention and track topic and link.
Final Product Offer – This will be the final email in this email automation series. It should be the most enticing offer to move the customer to a purchase. This should be your best sell, and should use the proper language that will help you finalize the sale.
End Automation ->Enter New Automation – If the first flow of email automation is not successful, you can start another series of emails that provide value before mentioning the service or product. If the viewer does not make the purchase at the first offer, then continue the value offer emails until you go through to the final product offer. The new automation will follow the same strategy as this first, but with different value offers and product offer emails.
The key to finding success with email automation is through the process of taking the subscribers through multiple value offers before you even mention your product or service and trying to entice the customer to make a purchase. You always need to provide value before trying to sell to the customer, so that you can build trust between yourself and the consumer.
This process not only strengthens the relationship between your business and the consumer, but also helps build brand credibility for your business as you prove your expertise. Even better, with the right software, all you have to do is set up the funnel and then watch as the email automation runs automatically.
You can learn more about how to attract leads and convert them to sales through online strategies by enrolling in our Digital Marketing School online. You can also follow us on Facebook, YouTube, and Instagram for great content daily, or visit our blog for FREE training to help you build your business online and increase sales.