7 Innovative Ways To Grow Your Business with Email Marketing Automation Tools

Email marketing tools are now a part of almost every company’s digital arsenal. According to a survey, 75% of firms have at least one of the marketing automation tools. An estimated 4.48 billion people will be using emails by 2024. So, why do you think some of the companies do extremely well while others continue to struggle like they did in their old days? The answer lies in the way of using them.

A marketing automation tool performs repetitive processes as per a predefined schedule. Therefore, like any other technological aid, they are as powerful as the person using them. In this article, I will list down the top 7 innovative ways to grow your business using email marketing automation tools smartly. Buckle up to explore these hacks as mentioned below:

Kick Start Onboarding Campaigns

On an average, 70 to 96% of your total website visitors will never return to your website. Moreover, users spend 96% of their time on 10 apps out of an average of 30 apps installed in their smartphones. Thus, you need a strategy to engage your audience and onboarding email campaigns do this job exceptionally well. Running an onboarding email campaign helps demonstrate products and services easily and refines your sales funnel. I suggest using professional email templates to embed onboarding tutorials. You can also use video email tools like BombBomb for adding a visual touch to your efforts.

You should send follow up emails regarding their experience and share progress reports over there. Automating educational outreach campaigns help establish credibility and improve your odds of retaining your hard-earned visitors.

Don’t Cut In The Line: Focus On Customer Journey

Email marketing automation is meant for implementing strategies. If you are not focusing on shaping a customer journey through them, it’s high time that you start doing it. Building a customer journey requires continuous engagement and establishing trust.

Start by assessing your mailing list and creating an ideal storyline. Use welcome, tutorial, newsletter, testimonial, case study, revival, birthday, cross-selling and upselling series strategically. All of them should be in line with the previous communication. Make it a point to send emails on a frequency that suits your audience with the help of time sensitive emails. This aids in decluttering the customer journey and in utilizing automation to its best.

Here’s an email of a welcome email by Duolingo that is sent to the subscriber as soon as he or she signs up.

Leverage CRM/ESP Integrations To Nurture Leads

Many platforms help you get leads through opt-in forms and lead magnets. But, you cannot manually filter them and start campaigns. Tools like Zapier help automate workflows and cut down the time required for filtering out those leads. It integrates with tonnes of applications right from social media to calendars and even slack.

As a result, you can dig out the details from large email lists acquired from different channels through automated workflows. The action taken by your leads will trigger predefined steps for driving engagement. You can use custom email templates to match lead sources and run the process through your CRM software or email management tool. It results in a drastic reduction of repetitive actions and continuous decision making off your staff’s shoulders.

Include Lead Scoring In Your Marketing Automation Workflow

Most of the marketing professionals deal with a huge volume of emails daily. Keeping a tab of all leads is a must but you should also align your email campaigns to the lead progress. Sending revival mails to old inquiries, follow up emails after scheduling demonstrations, and feedback forms to new customers are all dependent on the quality and progress of your leads.

Tools like Campaign Monitor help create lead models based on scorecards. The outcomes of each action are assigned a value to form a ranking system. These inputs are used to calibrate your mailing efforts. Hence, allocating priorities becomes easier and you need not worry about running different workflows in parallel. Lead scoring also streamlines automation management activities and eases auditing.

Connect Your Email Nurture Series To Multiple Platforms

Drip emails or nurture series is fast becoming a norm in the industry. However, failing to integrate it with all available platforms translates to missing out on a lot of opportunities. You have only 50 milliseconds before they form an opinion to skip your content or not. While marketing automation tools help cut down the manual work, you still need to feed relevant content to your mailing lists. Creating this content on your own is not always feasible or the smartest thing to do. Curating content, well that might work wonders!

Start by curating industry news, interesting developments from forums, educational content in the form of videos, and local events. Missing out on these things is the biggest mistake made by users of marketing automation tools. Add social media sharing options, third-party webinars, links to contests and discussions to other platforms in your HTML email templates. This helps drive engagement without sounding pushy at all.

Back Your Automation Strategy With Personalization To Grow Outreach

Like any other business process, feedback plays an important role in aligning marketing automation strategies to customer expectations. I suggest using the data from Google Analytics to understand which parts of your website excite your visitors the most. You can send emails regarding the popular aspects of your site after aligning it to customer intentions. This can be done easily by analyzing customer behavior.

You can run targeted sign up forms and double opt-in forms to build hygienic mailing lists from automated transactions. It also allows you to automate visitors seeing a particular popup over others while going through your emails. Including feedback as triggers in your automation workflows will facilitate hyper-personalization.

Include Cross-Promotional Campaigns In Your Strategy

Like any other firm, your business too depends on other businesses in the ecosystem. You also build contacts and partnerships over the time which can be utilized to reach out to larger masses. For instance, if your company builds customized gifts, you can approach your local contacts like restaurants to run a cross-promotion campaign.

You just need to feed their mailing list and preferences into your marketing automation software. After identifying their birthdates, family birthdays, and life events concerning your offerings, you can run an email campaign with discount coupons that mention your partner. This is one of the most underused ways despite the obvious benefits over traditional efforts.

Wrapping Up

Throughout the article, I have stressed out on one major point: work smarter on nonrepetitive portions. Automation is meant to save our time and energy at the executional level but it cannot replace active human participation in business strategies. As you can clearly notice, you can invest the time and effort spent on laborious tasks into scaling, recalibrating, and improving the quality of engagement consistently. I hope that you find these 7 ways of using email marketing automation tools helpful in growing your business.