Ad Code

Turn leads into sales with free email marketing tools (en)

Ticker

6/recent/ticker-posts

Email Marketing Automation Workflow: SK-Educates

email automation workflow

Automated email workflows substantially simplify attracting, recruiting, and maintaining families by improving productivity, lowering marketing expenses, increasing conversions and leads, and saving time formerly spent manually composing and sending emails.

In this blog post, we discuss some of the most important email workflows which can help your business to reach the next level.


Email Marketing Automation Workflow

What actually are automated email workflows?

An automated email workflow, often known as an "email drip program" or "workflow," is a critical component of a school's inward marketing tools and strategy

Automated email workflow

An automated email workflow is a series of emails that are sent automatically based on the contact information, activity, or preferences of the subscriber. 

An email process, for example, can be triggered by a contact filling out a form, but it can also be prompted by a parent's enrollment year or profile.

GetResponse Workflows is the email automation module for GetResponse. 

GetResponse Processes' user interface makes it simple to create, update, and analyze automated email workflows.


What is the best method for creating automatic email workflows?

While creating email processes will save you time, there is some setup required. We've created eight principles to assist you to develop successful workflows that immediately lead to an increase in conversions, boost email open rates, and enhance recipient engagement to help you maximize your usage of marketing automation with an email marketing automation technology like GetResponse Workflows:

  • Plan Your Workflows in Advance
  • Personalize Email Subject Lines, Senders, and Content
  • Use Caution When "Asking"
  • Consider Using Static and Automatic Entry Triggers
  • Set Workflow Objectives
  • Don't Spam the Indifferent
  • Messages that are delayed
  • Learn From Previous Workflows
  • Discover Your Audience's Pain Points
  • Gather Information About Website Visitors
  • Location-Based Market 


1. Plan Your Workflows in Advance

Workflow planning has two key components:

  • Plan which workflows you want to execute and who your target audience will be.
  • Planning the framework of each unique process

It is critical to plan your process types in advance to ensure that your efforts are aligned with your goals.

Plan your email workflow in advance

For example, if you want to add more emails for parent retention but all of your workflow plans are for families still in the admissions process, you can identify this early on before going in too deep. It will also assist you in determining deadlines, targets, and available resources.

Once you've compiled a list of operations to complete, you can begin planning the flow. Workflows may rapidly grow complex when branching logic (for example, if Email #1 is opened, send Email #1B) is included. 

As a result, this crucial initial stage of "planning" might assist in "charting" out all those twists and turns ahead of time.

Before ever opening your marketing automation software, start by drawing out each process on paper, complete with all messages identified and branching pathways created with lines linking to each message. (This came in handy while I was creating a sequence in the GetResponse Workflows module!)

Having a visual depiction of your process as a fast reference makes it simple to grasp when and why each route forks, as well as the number of emails required for workflows such as admissions, inquiries, and welcoming new students/parents.


2. Personalize Email Subject Lines, Senders, and Content

Automation does not imply a lack of humanizing qualities in emails. Instead, automation makes it significantly easier to customize emails because the sender no longer needs to address each of the hundreds or thousands of emails sent individually.

Increase email open and engagement rates by personalizing subject lines, senders, and body content. You can create the ideal process with an astounding amount of branching pathways, but none of it will matter if your receivers do not open your emails.

Personalize Email Subject Lines, Senders, and Content


Customizing Email Content

Maintain a personable and conversational tone in the email body as well. Recipients are more likely to read an email and click links if they believe the communication was written for and addressed to them.


Sender Personalization

Email recipients are considerably more likely to open an email from "Sam in Admissions" than an email from the "Office of Admissions." Nobody will open an email from "donotreply@admissions.com." 

Because the sender no longer needs to address each of the hundreds or thousands of emails sent, automation makes it easier to customize them.


Subject Line Personalization

Personalize the emails sent in your processes by utilizing subject lines that are personable and conversational, such as:

  • [First name], thank you for your interest in our school!
  • [First name], would you want to learn more about our athletic programs?
  • Here are 5 ideas for selecting the best school for [First Name]!


3. Use Caution When "Asking"

One of the most typical automation errors we find is utilizing every email to make a request or ask for anything, whether it's a contribution, subscription, application, or inquiry.

Outside of the education field, marketers make the same error by asking consumers or prospects to subscribe to their blog, visit their store, advocate for them on social media, or download their catalog or brochure before offering them something of value. You can't fairly expect good outcomes if you ask for too much too fast.

Instead, send two to three emails ahead of each request with the material they can genuinely utilize or content they find useful in some other manner.

For example, if you're asking alumni to donate, send them two to three emails ahead of time with useful information explaining why their gift is important, what their money will be used for, and even an example of something the school has done with constituent donations in the past. 

Calls to action (CTA) can be included in those emails, but they should not be the major focus.

People are significantly more inclined to donate their hard-earned money if they can see a direct impact on the kids, instructors, and staff. Send them a polite, personalized "Thank You" email once they've made the gift. We all prefer to know that our time is valued.

Use Caution When _Asking_

People are significantly more willing to contribute if they can see the immediate impact of their contribution. Send them a polite, personalized "Thank You" email once they've made the gift. We all prefer to know that our time is valued, and it may inspire repeat donations.


4. Consider Using Static and Automatic Entry Triggers

Most automated email solutions allow you to customize how and when individuals enter the process. Admins may simply add subscribers to processes using two techniques in GetResponse Workflows: Static Entry Triggers and Automatic Entry Triggers.

Static entry triggers are ideal for manually adding individual or small groups of subscribers who are not currently in an automated group. 

To add each subscriber in these cases, click on the "+" icon in the bottom-right corner of the entry trigger box and search for each individual in the available constituent search.

Static triggers can also be used to add groups of subscribers when the membership of the group does not need to be updated. 

This is ideal for workflows that just transmit information to a group of subscribers and do not require subscribers to be moved from one group to another after the workflow.

Automatic entry triggers, on the other hand, are ideal for adding a large number of subscribers to a process who are already members of a group. 

These automated subscriptions are based on Group Manager, which allows for the easy compilation and management of big lists of individuals. 

Processes leverage such capabilities to let you quickly and simply fill out your workflows with little effort.


Forms-Workflows Connector-Based Automation

The GetResponse Forms-GetResponse Processes Connector is another approach to automatically add subscribers to workflows. 

The Forms-Workflows Connector allows form submissions to automatically subscribe someone to a process, branch workflows based on form replies, and achieve workflow objectives via form submissions, among other things.

This connection automates workflows while effortlessly sending subscribers along a preset guided route from the moment they complete a form on your website.

You may, for example, create a process that starts when a new visitor to your website fills out the initial inquiry form. 

This submission would start the workflow. The workflow would most likely walk them through a month-long process by distributing bite-sized information about your school, curriculum, and testimonials from current and previous students. 

It may cease automatically after a certain number of emails, or it could end whenever the subscriber completes and submits the application form on your website, provided that form is also powered by GetResponse.

What could have previously been months of effort to continuously reach out to each visitor who inquired about your school can now be automated with increased effectiveness through a workflow that sends personalized information to each inquirer to keep them engaged and interested in your school for months at a time, all without any involvement from your staff other than the initial form and emails and the creation of the workflow.

Subscribers can also be manually added to a process by searching for individual constituents, selecting groups created in Group Manager, using contact information, or uploading an a.txt file with subscriber information that includes, at a minimum, their email address. 

Workflows also enable the addition of subscribers via Ravenna, OpenApply, or Blackbaud connection. As the user progresses through these operations, group membership is automatically updated.


5. Set Workflow Objectives

Workflow objectives enable site administrators to define a completion goal for each procedure, and once attained, users are immediately marked as having finished the workflow. 

When a subscriber meets the workflow objective, it's safe to manually shift the subscriber from one group to another, as long as it serves the purpose of the process.

In an Inquiry to Applicant pipeline, for example, a person can be tagged whenever they submit an application on your website. 

set workflow objectives

Once the user has been marked as having accomplished the goal, it is safe to manually switch the subscriber from the Inquiry group to the Applicant group.

This procedure may be automated using a Blackbaud, Ravenna, or OpenApply connection. As the subscriber proceeds through those admissions procedures, group membership is immediately updated.

By checking the Activity tab of each process, you can always examine individual subscriber progress and identify who has and has not met the workflow objective.


6. Don't Spam the Indifferent

do not spam emails

Our inboxes are all overflowing. We don't want to see any more emails that we have no intention of ever opening or reading. 

If someone does not answer your emails, unsubscribe before they permanently ban you.

We propose removing someone from a workflow after three unread emails. If they did not read all three emails, probably, they are not interested in what you have to offer, whether because the subject line is uninteresting to them or because they have a general lack of interest in your institution.

If users do not connect with the previous email, you may remove them from the process or create a branch in the workflow where "Path A" goes to another email for those who participate, and "Path B" leads to a dead-end that prevents unengaged subscribers from getting subsequent emails.

Avoid enrolling the same individual in the same process again in the same academic year. You don't want to send several copies of the same email to a subscriber.

An exception would be if someone inquired about your school a year ago, did not apply, then inquired again during the current school year. 

Given the amount of time that has elapsed, sending this individual similar emails should be OK, especially if they have indicated a fresh interest in your institution.


7. Messages that are delayed

Make extensive use of the available workflow delays. Delays guarantee that your recipients aren't bombarded with too many messages in a row. 

Sending messages immediately negates the goal of developing routines that send bite-sized chunks of information over time.

To regulate how frequently your process transmits messages, you may apply delays to both messages and branches. 

We propose adding branch delays to allow users a little additional time to open and read the prior message. 

Workflows will only check if the user has met the condition once, after each delay.

We also propose delaying each communication so that users do not receive one message right after opening the previous one. 

Once the process is live, recipients will notice the entire delay on the branch and message.

Unless you're creating a procedure that requires you to send out several communications in a very short period (a week or less), it's best to offer receivers more time than they may require. It's always better to be safe than sorry!.


8. Learn From Previous Workflows

Email marketing and marketing automation success are frequently measured by a few facts and figures: email open and conversation rates, click-through rates, memberships and unsubscribes, and conversions.

Keeping a careful watch on all of this data and making modifications to reflect prior successes and failures is only one of the benefits that have a direct influence on enhancing the efficacy of your email campaign. 

Through the Behavior and Stats tabs for each process, GetResponse Workflows makes it simple to track changes in data and subscriber activity.

The Stats page displays the number of persons who have Enrolled in the process, the number of active subscribers, and the number of subscribers who have Completed the workflow by fulfilling the Workflow Goal. 

This is also shown as a filling bar over time and a percentage indicating the number of subscribers who have fulfilled the Workflow Goal.

The Activity Tab displays how subscribers engage with the process by displaying when each individual user was subscribed when messages were sent, when subscribers opened messages, and even when subscribers finished the workflow.

These two tabs are quite useful since they correctly depict how subscribers interact (or do not interact) with the processes you create. 

If you discover that a workflow performs badly over time, with little subscriber engagement or too few individuals completing the workflow, there is most certainly a gap between the subscribers and the material they are getting.

Emails with low open rates most likely indicate that the subject line did not pique the receiver's interest or that the recipient did not recognize the sender's identity. 

If you observe that consumers open the bulk of the emails they get but do not click on the links within the email, likely that, the content did not resonate with them. In the future, use this information to create better workflows.


9. Discover Your Audience's Pain Points

As marketers, we have a propensity to overcomplicate things, which is understandable given the tools at our disposal. However, one tried-and-true method for learning more about your audience's problems and interests is to simply ask them! Include a checklist of 5-10 pain points or areas of interest for them to complete when you seek your initial or follow-up opt-in. 

Once you've equipped yourself with this useful knowledge, segment your lists and focus on generating relevant content for all stages of the sales funnel.


10. Gather Information About Website Visitors

Gather Information About Website Visitors

The beauty of digital marketing is that smart marketers can collect massive amounts of valuable data and then use that data to segment their marketing lists and send content that moves leads and customers through the sales cycle. 

First, with your marketing automation software, develop user-friendly email reporting dashboards so you can monitor which emails specific recipients are opening, reading, and engaging with. 

Divide and conquer with enticing information delivered to the relevant inboxes from there.


11. Location-Based Market

Knowing where your consumers live, work, and shop may provide a significant competitive advantage depending on the kind and size of your firm because location frequently impacts purchase behaviors. Location-based email marketing also allows senders to optimize for several time zones, run localized promotions, and offer geo-targeted content to distinct audience segments. 

Sending emails with testimonials from delighted clients who reside nearby is a very effective technique to accomplish this. Understanding where your clients and prospects reside will help you understand what motivates them and will enable you to build trust and connections.


You May Like It: Email Marketing Ideas for Small Businesses

Post a Comment

0 Comments

Ad Code