Is Email Marketing Automation Worth Looking Into?
Email marketing has been around for quite some time, but it is far from dead! Marketing automation could be a gold mine and time saver for your business and you might not even know it. This service has only been a buzz phrase for the last 5 years. Unless you have your ears close to the tracks of the internet marketing world it might have passed you by.
Marketing Automation Platforms
There are quite a few providers offering this service in various flavors now, Infusionsoft, Active Campaign, Click Funnels and Hubspot to name a few. I wanted to find the best solution looking at both cost and functionality as key points.
I did not want this to be a review article, but when looking at setup fees, monthly cost and ease of use, Active Campaign seemed to come out on top. It only took us a few days to get our initial campaigns and pipeline setup and so far we are incredibly impressed with the service. I was able to get our responsive WordPress website and landing pages integrated and connected without any hangup.
Create a hierarchy of actions
A Notification email is then sent to me or one of my team with the opt-in details.
The visitor enters the automation because he or she is tagged as a (Prospect) from the landing page form options.
I then have a (Thank You For Your Interest) email template that is already set up with a PDF brochure attachment, video, and next step information. This email will ask the prospect to schedule a quick call or meeting regarding their project. using a Calendly API connection to Active campaign.
A (Wait) node can be dropped in where we have added a 1 day period of time to pass before executing the next condition.
We then have an (If Then) process. In this case if the email has been opened and the appointment request link was clicked, it will send a reminder notification. Then it will create a task for one of our reps to follow up on that contact. Otherwise, if those conditions were not met the service will wait another day before sending a follow up email with a different subject line.
After the second follow up email is sent out. That contact is tagged as (Unresponsive) but added to a different automation. The other automation is sent out after 3 days in case they were preoccupied. To control the hygiene of my list after 2 weeks pass and a final follow up, I then have the contact removed from the list.