Email Automation for "Circle Back Season"

Greetings, and happy "let’s circle back after the holidays" season to all who celebrate! This is the time of year when plans get pushed back and decision-making is delayed. If you're not careful, hot leads and prospects can slip through the cracks. Fortunately, smart email automation can streamline your tasks and reduce your busy work. Use these five essential email automation workflows to ensure you stay connected with your audience and keep those leads from growing cold.

CRM + Email Automation Best Practices

Track Every Action with a Workflow: Ensure that each action you want to track (like clicks, form submissions, or downloads) is tied to a specific workflow. Date your lists and use clear labels like “11-10-24 Lead Nurturing Campaign CTA Clicks” so you can easily reference engagement data in the future.

Use Behavioral Triggers: Use site visits, email clicks, and form submissions as triggers to activate specific workflows. This allows you to respond to audience behaviors and put relevant content in front of them in real-time. 

Update Your Contact Records Vigilantly! If you don’t know the lead status of a contact, you can’t add them to a relevant sequence. And if you don’t complete every field of the contact record, you’ll have limited use of the personalization tokens and segmentation tools that and designed to improve your open and click-through rates. 

Reduce Administrative Busywork: Automate responses to quote requests, event registrations, appointment sign-ups, and information downloads to save time and streamline follow-up.

Integrate! When your customer relationship manager (CRM) is integrated with your website and social profiles, you have many more opportunities to capture meaningful activities, optimize experiences, and meet existing users where they are. 

CRM Marketing Automation to Save Time and Close Deals

#1 Fear of Commitment

The Challenge: Quote request or deal that hasn’t closed

The Automation: Nurturing sequence to follow up 

If you’ve provided a quote, but your contact hasn’t yet committed, set up a nurturing sequence to follow up. Automating reminders or additional information can prompt them to take the next step. Keep your leads and prospects accurately marked with their current sales cycle stage so you can easily move them into a segmented list for follow-up. 

#2 Hesitant Shoppers

The Challenge: Uncompleted purchases

The Automation: Abandoned cart reminder

This is probably the most well-known type of automation. When someone adds items to their shopping cart but doesn’t complete the purchase, a gentle reminder often helps bring them back. Follow-up again after the item has been delivered with an email reminding customers to rate their purchase.

#3 They've Ghosted You

The Challenge: Unengaged Contacts

The Automation: Re-Engagement Campaign

An unengaged contact is one who has not interacted with your brand for a period of time. First, define what makes a contact “unengaged.” Are there contacts who haven’t opened or clicked an email within a certain timeframe? Haven’t made a purchase? Create a list of these contacts and re-engage them with a tailored campaign. For those who remain unresponsive, make sure to remove them from your lists so they don’t negatively impact your open rates and deliverability.

#4 They've Bounced

The Challenge: Contacts did not complete the desired action

The Automation: Workflow goal automation

 When a contact clicks a link in your email but doesn’t complete the intended action—such as filling out a form, signing up for an event, or downloading a resource, you can add them to a follow-up list.

You can use what HubSpot calls a workflow goal, by defining that contacts should leave the workflow if they complete the desired action. If the workflow goal of submitting this form is met, the contact will unenroll and not receive any additional reminders.

#5 Post-Conversion Follow-Up

The Challenge: Keeping leads engaged after an event or purchase

The Automation: Follow-up Sequence

For your contacts who did convert, how will you keep them engaged and coming back for more? Use a workflow to drop them into a post-event or post-purchase campaign. This could include a request for a referral, an online review, an appointment, or an offer for additional resources related to their event or purchase.

Drive More Engagement With Less Effort

Having real-time insights into your audience’s activity helps you engage contacts at the right time with the right message. BoxCrush specializes in CRM platform implementation and website integration so you can make the most of your marketing campaigns and the wealth of data they provide. Call 317-816-9353 or schedule a meeting to learn more.