20 Ways Your Business Can Leverage Email Automation

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HOW TO USE EMAIL TO
AUTOMATE YOUR BUSINESS.

Who am I and why should you care?
Ø  8+ years as a digital marketing
consultant, working with brands like Best
Buy, Target, Accenture, Deloitte…the list
goes on.
Ø  Started and scaled a number of my own
online businesses.
Ø  Been featured in Forbes, Inc, Moz, Search
Engine Journal, Marketing Land and
dozens of other authority publications.
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+Webris | hello@webris.org | Ryan Stewart | http://webris.org
Ryan Stewart, MBA
Ø  @ryanwashere
Ø  Facebook/hellowebris

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USING AUTOMATION TO
INCREASE SALES.

Automation is all about the process.
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Most businesses fail with automation because they try
and make the tool fit their process.
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AUTOMATION ONLY WORKS WHEN YOU ADAPT THE
TOOL TO FIT YOUR PROCESS.

Building out your processes.
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Our process had a ton of inefficiencies.
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Contact page form submissions
Footer consultation form submissions
Free report form submissions
Direct email contacts
Direct phone call contacts

Well over 2,000 inbound leads in a few months time.
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Managing this had me like…
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How can I automate this process?
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We used email automation to bridge the gaps.
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Contact Us Form Example
Ø  3 day sequence, driving towards
consult call
Ø  Link to schedule a time, auto
synced to my calendar
Ø  Pre qualification questionnaire
sequence
Ø  If they never schedule a call, they
get added to our newsletter for a
nurture campaign

30% increase in sales post-implementation.
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HOW YOU CAN USE
AUTOMATION TO INCREASE SALES.

Welcome new subscribers…!
Ø  74.4% of subscribers expect a
welcome email
Ø  Those that receive a welcome email
show 33% more long term
engagement
Ø  96% of website visitors are NOT
ready to buy
Ø  Welcome emails generate 4x the
open rate and 5x the click rates
Ø  Bottom line: THEY ARE
IMPORTANT!

Sales receipts.
Ø  Email receipts have an open rate of
70.9%
Ø  When compared to the average
eCommerce open rate of 18%, this
is a HUGE opportunity
Ø  They just paid you – you have their
trust
Ø  Use it to cross promote other
products, build a social following,
offer coupons or other high priority
items

Solicit feedback.
Ø  Set up an automated sequence that asks customers to click on a number
between 1 and 10 about their satisfaction
Webris | hello@webris.org | Ryan Stewart | http://webris.org
Ø  Each number click can
trigger a different email
sequence
Ø  Low scores get a nurturing
sequence to improve
satisfaction
Ø  High scores get asked to
take action like leaving a
review, sharing on social,
etc.

List re-engagement series.
Ø  List quality decays over time
Ø  A Gmail rep stated they look
for “evidence” that your
recipients want your
message
Ø  In other words, having a non
active list will hurt your
delivery rates
Ø  You need to cleanse your list
every so often – that means
getting rid of subscribers!

Kill them with content.
Ø  Open rates average in the 20%
range, while link clicks average
in the 4% range
Ø  By forcing people to your
website to read content, you’re
cutting off a significant audience
Ø  One of the best ways to nurture
an email list is by creating
content that natively lives in
email, nowhere else

Improve customer retention.
Ø  Finding and acquiring new
customers is expensive
Ø  A 5% increase in customer
retention can increase a
company’s profitability by
75% (Bain and Co)
Ø  What are some ways we can
use email to increase
retention?
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+5%
Retention
+75%
Proﬁtability

Product expiration notifications.
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Abandoned shopping cart sequence.
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Ø  67% of online shopping carts are
abandoned
Ø  IF visitors are logged in on your site,
you can easily track abandoned
carts (if not, leverage remarketing)
q  Email 1 – reminder (wait 1 day)
q  Email 2 – objection handling (wait 3
days)
q  Email 3 – discount (wait 6 days)

Increase product usage.
Ø  Particularly useful for companies
who use free trials to show the
benefit of their product (SaaS,
info products, etc)
Ø  Goal of this campaign type is to
slowly introduce benefits to the
user, with the end goal of
driving them to use the product
Ø  Each time someone takes
action, they get sent to a
different list / funnel

Sales outreach.
Ø  Companies that engage in targeted
email outreach can experience sales
increases of 15% or more
Ø  By gathering the right field inputs
ahead of time (name, business
name, function) you can automate
highly targeted and personalized
outreach (cold emailing)
Ø  We used to scrape large lists of
digital agencies and send
automated emails to inquire about
partnering on services (it works)
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Other sales uses…
Ø  Webinars (automated)
Ø  Upcoming events
Ø  Inside sales
Ø  PR outreach
Ø  Meeting reminders
Ø  Text messaging automation
Ø  Appointment scheduling
Ø  Blogger outreach

Get to know your subscribers.
Ø  Often times when list building, we
get minimum fields (name and
email)
Ø  To get to know our list, we can use
content to better personalize future
communications
Ø  By sending out simple newsletter
with links to various pieces of
content on our site, we can
understand what people enjoy
seeing and send better emails in the
future
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Send personal messages.
Ø  Sometimes the little things go
a long way
Ø  By sending our short emails
based on concrete dates, we
can build better relationships
with customers
Ø  Birthdays, anniversaries and
other data points are easy
ways to build stronger
relationships
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Product recommendations.
Ø  Take advantage of people who
trusted you enough to purchase
in the past
Ø  Use email platform to track past
purchases and make intelligent
product recommendations for
the future
Ø  This works incredibly well in
spaces like tech, where products
lapse over a certain period of
time

Product discovery.
Ø  Similar to content preference
discovery, we can use behavior
to better personalize emails
Ø  Trip Advisor sends out deals
based on location
Ø  Their engine determines which
email to send based on previous
purchases OR in email behavior
Ø  If you click a link to view Austin
deals, you get tagged with
Austin preferences for further
testing

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4. INTERNAL COMMUNICATION.

Meeting / appointment reminders.
Ø  If it’s not on my calendar, I’m lost
Ø  Not everything makes it to your
calendar
Ø  You can use your email platform
as a secondary record to track
meetings and appointment
requests
Ø  Simply sending out internal
communications for meetings
saves a ton of time chasing
people down

Workflow automation.
Ø  Leveraging remote workers my favorite way to either save on labor costs OR
find top talent
Ø  Keeping everyone on the same page and process is a nightmare/ We use
email to keep our workflows and project management in sync

Automated billing and invoicing.
Ø  Any way you can save time from having a human do a job, you’re saving
money
Ø  Implementing auto invoicing and re-billing allowed us to save money on
hiring an accounting firm to manage this for us

QUESTIONS?
Ryan Stewart, MBA
http://webris.org
@ryanwashere
Facebook.com/hellowebris

20 Ways Your Business Can Leverage Email Automation

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