MARKETING AUTOMATION WORKFLOW TEMPLATESMarketing Automation Workflow Templates Cold Account-Based...

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Marketing Automation Workflow Templates

MARKETING AUTOMATION WORKFLOW TEMPLATES

A S T E P B Y S T E P V I S U A L G U I D E

T O B U I L D I N G 1 0 M U S T - H A V E

D R I P C A M P A I G N S

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IntroductionThere’s no denying email automation has proven its worth in the digital marketing space.

Marketing automation has become one of the fastest-growing channels for marketers,

and email marketing alone has the highest ROI of any channel available at $41 for every $1 spent.

Adesta conducted the Email Marketing Industry Census

2016 which revealed marketers are making automation a

top priority now and in the future. Of the 1,150 in-house

and agency email marketers surveyed by Email Marketing

Industry, 34 percent cited automated campaigns as their main focus this year. When asked how they

planned to innovate with email, 66 percent chose the

answer, “More creative uses of behavioral triggers.”

The question surrounding marketing automation today isn’t whether it’s a fad or if it truly

delivers results. The questions most marketers are asking today are, “how do we start?”

and “how do we take our automation to the next level?”.

As companies make the shift to result-oriented decisions that impact growth and

revenue, marketers are being held more accountable to drive these key performance

indicators (KPIs) using the tools at their disposal. But the learning curve to truly harness

the power of marketing automation is one many marketers share, and that’s why you’re

here today.

To help fill in this knowledge gap, we’ve collected some of the top-performing email drip

campaigns from our current customers, along with some creative ideas from our client

success team. We present to you the blueprints to 10 proven automation and behavioral

drip campaigns that are proven to increase sales, improve customer retention and drive

overall positive results for your organization.

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Cold Account-Based Sales Drip CampaignAccount-based marketing is a growing strategy to target specific companies or

accounts as new sales opportunities. Marketers can use drip campaigns to create

personalized emails with dynamic content to send these top targets based on event

triggers they take in the emails you send. Use these drip campaigns to alert your sales

team members when leads click a link in an email, or send specific content like case

studies or product information. The goal of this effort is to get your sales team an

appointment to speak with someone from these accounts.

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Free Trial/On-Boarding Drip CampaignConvince trial users of your software or service to become full-time customers using

drip campaigns. Once they sign-up for the trial, use automation to engage and educate

the prospect in a series of messages. The email delivery timeline and experience should

be short and frequent in order to convert trial users into paying customers. These drip

campaigns can also include call cadences and direct mail in order to maximize your

opportunity to close a new opportunity.

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Abandoned Shopping Cart Drip CampaignRe-engage with online shoppers that left your products in their cart with simple,

triggered mailings in a drip campaign. When a shopper abandons products in your

online store, send them reminders about the goodies they left behind, coupons, similar

product recommendations, rewards program information, and anything else to entice

them to purchase. In most cases, more personalized the emails are about the shopper

and the products they left in their cart, the more likely they are to buy.

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Welcome Drip CampaignIntroduce your business to new email subscribers in order to build your relationship

and promote engagement with your emails! Well-designed and messaged welcome

emails can increase engagement for subsequent mailings and set your new relationship

with the subscriber up for success. Utilize this email as a chance to find out more about

your customer, such as what information they are looking for, what products they are

interested in and more.

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Multi-Channel Drip CampaignDrip campaigns don’t have to stick to the inbox. Include additional marketing

channels into your drips based on triggers the lead takes. Multi-channel campaigns are

great for staying top of mind with your leads in order to get an appointment or sale.

Send leads a direct mail piece, create social media retargeting campaigns, add leads to

a call cadence, send them SMS text message reminders and more by integrating your

email automation campaign to your other marketing channels.

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Promotional Drip CampaignCross promote your products or services to your highly-engaged recipients, and

increase your overall revenue. The email delivery timeline (and experience) is totally

up to you and should be based on your sales cycle or typical consumer behavior.

This campaign is great to use when you have additional products, services or upsell

opportunities that you want to get in front of engaged, existing customers. A small

discount, opportunity to win a prize or free product can go a long way in bolstering a

relationship!

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Event Follow-Up Drip CampaignWith this series, you have an easy and quick way to have follow-up conversations

with people who visited your booth after a trade show or event, allowing you to nurture

your trade show leads and get more return from your trade show investment. This

campaign allows you to continue the conversation after an event or trade show whether

you are trying to grow your list, acquire new members or sell your product or service.

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SMS Text Message Drip CampaignCreating SMS drip campaigns are a great way to use mobile phones to connect with

your audience. Not only can text messages send quick information to your subscribers,

but they can include links to special, timely offers on your website or remind subscribers

to check their inbox for an important email. Effective SMS drip campaigns include retail

flash sales, restaurant specials, appointment reminders and more.

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Re-engagement Drip CampaignUse this drip campaign to re-engage stagnant subscribers in your mailings to

improve your email marketing ROI and improve overall revenue. This campaign is a

great way to re-engage your recipients who joined your list but haven’t opened any of

your mailings since joining. This allows you to keep your subscriber list “healthy,” remove

disengaged subscribers and get stagnant subscribers to engage again.

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Membership Renewal Drip CampaignUse drip campaigns to engage customers when a membership or annual service you

provide is set to expire. Notify the customer about the upcoming expiration and provide

a simple way for them to renew. If your customers need more persuasion, create drips

that include additional emails with case studies, customer support advice for renewing

or links to account profiles to manage their subscription. If the customer decides to stick

around, be sure to send them a thank you email for continuing to be a loyal customer.

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Wrap-Up

Sometimes we all need a little inspiration to get the creative juices flowing. We hope

these proven marketing automation campaign examples have opened your eyes to the

power of automation and provided you with some campaign ideas your team can build.

The Delivra email marketing automation platform was designed and built for small to

medium-sized businesses with marketing teams that are looking for a strategic partner

to assist with email automation strategic development and management. We arm

you with the necessary tools to engage more leads and drive more sales. Request a

personalized live demo of Delivra today here or by calling 866-915-9465.

http://experience.delivra.com/demo-request/

http://experience.delivra.com/demo-request/

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