When you think of email automation, you most likely jump to landing pages, forms, and email marketing. However, email automation can play a much bigger role in your organization. By incorporating the technology and tactic into your sales strategy, you can improve your overall sales process and opportunities.
Sound too good to be true? Well, it’s not, actually. Email automation can help track leads, determine when leads become qualified, make the follow-up process less time consuming, and make the entire process repeatable.
Building An Email Automation Sales Strategy
Analyze your current pool of data for trends.
Hopefully, the email automation and lead tracking software you’re currently using allows you to review and analyze data. With this information, you’ll be able to see when current clients/customers became leads and at what point those leads turned into actual customers. By understanding this information, you’ll be able to start building out your email automation sales strategy.
It’s actually simple. The points in which the majority of your current customer base became qualified leads are the areas in which you should concentrate your efforts. For example, if you find one of your landing pages is better at converting traffic than others, then consider spending more of your CPC budget driving traffic to this particular page.
You don’t necessarily need to abandon your other landing pages or other conversion efforts, but you should see how you can improve them.
Create a triggered, repeated follow-up process.
With the right email automation software, creating triggered events and automated messages shouldn’t be an issue. However, the way you use these triggers and messages is extremely important in your sales strategy.
Email automation isn’t just about scheduling an email event to go out to a targeted list. It’s about hitting unqualified leads with the right information at the right time in an effort to convert them into a qualified lead.
Unfortunately, there’s no magic formula for this email automation process. The triggered event, though, should happen when a visitor fills out a form. If you don’t have an email scheduled to go to someone the minute they fill out a form, then you’re creating a negative user experience. Once that first email is delivered, the rest of the emails in the series should be spread out in a strategic way. Consider sending the second email after a day or two and then spacing the emails further out.
Remember, you don’t have to create an automation process with 15 emails in it. Stick to 5-7 emails and then hold onto the email address and send strategic communications with relevant information after that.
Track the progress of the lead.
The best way to understand how to use email automation in your sales strategy is by tracking the life of your leads. When you do this, you can see when they visit your site, what pages they visit, the forms they fill out, and when (and if) they open your emails. Tracking the life of your lead through email automation software will allow you to better connect with your leads.
Understanding where leads started and where they are at right now before you (or they) reach out personally, will help you have a more informed conversation.
Incorporating email automation into your sales strategy.
We mentioned there’s no magical formula for email automation. There’s also no perfect scientific approach. It takes time, understanding, and finesse to build an email automation strategy that works for your brand. If you’re ready to set yours up and incorporate it into your sales strategy, the team at Iconic Digital is ready to help.