Top 5 Takeaways From Silverpops Annual E-mail Marketing Report: Click Through Rates


Concept of direct digital marketing e-mail advertising communication newsletter promotion campaign. Flat design style modern vector illustration concept. Isolated on stylish background.


Thanks to the annual email marketing benchmarking study by Silverpop, we got some great takeaways on open rates, click-through rates, and list churn.

Let’s keep it simple and quickly touch on the top 5 takeaways as it relates to click through rates:




  1. Just as with unique open rates - APAC outperformed the rest for click through rates.

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That’s an interesting statistic but doesn’t mean much to you, but the below tips should:

Things to remember about click through metrics:

  • It’s a more accurate metric than open rates, but it should not be substituted for output goals.
  1. Computer Hardware & Telecommunications, Consumer Products, and Lodging, Travel Agencies & Services outpaced the others in click through rates by industry.

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So - what? What might attribute this win for Computer Hardware and Transportation? It’s likely due to the robust content marketing done by this industry. They dominate with research, white papers, and often lean heavily on providing industry insights and content that people want to reference and save for later. It’s a long term relationship building tactic couched heavily in content.

  1. Transactional e-mails absolutely kill vs. non-transactional e-mails...again.

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As I mentioned in a previous post, this has direct implications for you. Be sure that transactional e-mails dominate your email strategy. In other words, craft email campaigns based on the the actions taken by your users or potential users. Whatever you chose to call them ‘triggered,” “automatic,” “personalized” or even “real-time,” e-mails should be sent based on actions and interactions people have with your product, content or advertising.

Here are a few tips to optimize your transactional emails:

  • Think about where the customer is in their journey. Tailor additional value added messages or offers inside of basic transactional emails. For example, in a confirmation e-mail, offer an opt-in for a subscription to a newsletter, recommend a complimentary product, or take the opportunity to ask for feedback. Many transactional emails are “expected” meaning, the user expects communication after they’ve taken a certain action. Capitalize on their engagement, but be sure whatever you are offering is genuinely useful to the recipient.
  • Keep transactional e-mails customer focused by always including contact info - and ensure it’s easy to locate.
  • Stay on brand. Even if you’re a small business or start up, there are easy ways to continue to represent the brand in the e-mail keeping in the tone, colors, and assets used on the website.
  • Be sure your emails are mobile optimized.
  1. APAC wins again with the most clicks/clicker


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Clicks per clicker is a measurement of the number of links clicked or how many times a particular link was clicked, inside of one e-mail.

Silverpop points out that most marketers expected to see clicks per clicker drop as mobile became increasingly the device of choice. It’s interesting to point out that in fact, the opposite has happened.

A few things I think could be happening here. One being marketers anticipated this change in user behavior and have been creating e-mails that are more tightly tailored to the minimal real estate of a mobile screen, minimizing calls to action, and other ‘noise’ both in messaging and design. Secondly, it might be that the mobile experience, the device itself, lends itself to quicker interaction, with less obstacles to click with mobile being a touch screen, users might feel less encumbered to click on links.

  1. Computer Hardware and Corporate Services dominated the clicker per clicker by industry.

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As I mentioned in a previous post, as a marketer, this signifies that people are engaging with content that has long term relevance to them. They like things they can reference later, like best practices, white papers, user tips, industry statistics etc.


Top 5 Takeaways From Silverpops Annual E-mail Marketing Report: Open Rates



E-mail Marketing Flat Illustration


Thanks to the annual e-mail marketing benchmarking study by Silverpop, we got some great takeaways on open rates, click-through rates, and list churn.

Let’s keep it simple and quickly touch on the top 5 takeaways as it relates to open rates.



  1. APAC outperformed the rest for unique open rates.Screen Shot 2015-11-12 at 11.39.22 AM

That’s an interesting statistic but doesn’t mean much to you, but the below tips should:

Things to remember about open rate metrics:

  • They work best as an internal benchmark
  • Use open rates to track engagement over time, not necessarily per campaign
  • Long term open rate tracking can signal problems with engagement
  • It’s not a foolproof metric, it does not take into account image blocking and other hurdles to open
  • Use open rates as a way to measure against your other messages, to learn what works best for your company
  1. Lodging, Travel Agencies & Services, Insurance, Consumer Products, Nonprofits, Associations & Government, and Schools & Education had unique open rates that exceeded 50 percent.

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This doesn’t mean that you’re bound to suffer weak open rates if you’re not included in the top 5 industries. These stats are influenced by frequency and also necessity. Industries in the top 5 likely send far less frequent e-mails than say, Retail and E-commerce, and industry that is known to send e-mails daily.

Want to join the ranks of 50% or higher open rates, don’t forget these key takeaways about subject lines:

  • Good subject lines have a call to action before the reader even opens the e-mail
  • They have alluring and enticing words like, free, you, now, and instantly
  • Are under 40 characters to be mobile optimized
  1. Transactional e-mails have more than double the success of non-transactional e-mails.

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This has direct implications for you. Be sure that transactional e-mails dominate your e-mail strategy. In other words, craft e-mail campaigns based on the the actions taken by your users or potential users. Whatever you chose to call them ‘triggered,” “automatic,” “personalized” or even “real-time,” e-mails should be sent based on actions and interactions people have with your product, content or advertising.

  1. APAC wins again with the most opens per opener.

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Silverpop points out that these stats are lower when compared to previous years. They speculate this is because mobile consumers are quicker to delete emails that don’t resonate immediately. This highlights the importance of ensuring your e-mails are responsive and mobile-friendly, and that it might be a good idea to limit calls to action to one or two per email.

  1. Insurance and Corporate Services were significantly higher than the other industries for both mean and top quartile.

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What does this mean for you? Include relevant content in your e-mails that people are likely to save for reference. Some examples might be best practices, infographics and case studies.


Wait – What IS Real-Time Marketing?



Every few years, something magical comes along. Marketers get excited, the internet gets excited, and we all decide that this, this strategy is the new wave, the marketing strategy that will take us to the next level. So - who’s the lucky homecoming queen? It seems that real-time marketing stole the crown this year.

Big brands, those companies generally promoting and writing about real-time marketing define it as - interacting with their target audience based on current local, national or global events and trends and responding to immediate customer feedback. When a company interjects itself into a current trend or craze, they aim to make their product more appealing based on the association of said product or company with an exciting or trending event. Generally this happens in the form of a meme, video, or graphic shared on social media channels.

This is the antithesis to planning ahead and plotting a marketing strategy to roll out over the course of the quarter or year. Big brands, with big budgets, obviously have the leg up in being able to experiment in real - time, some having huge success, while others not as much.

The term newsjacking has also been floating around in association with real-time marketing. When you research this trend, you may find a clearer - more agreed upon definition. This might simply be due to the straight-forward nomenclature.

However, many marketers have a different definition of real-time marketing.

According to a study done by Neolane and the Direct Marketing Association recently released a study of 235 North American marketers, and to them, real time marketing was defined as, “dynamic, personalized content delivered across channels.”

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Here’s what they think real-time marketing means.

  • The majority of the participants (43%) think of real-time marketing as “dynamic, personalized content delivered across channels.”
  • 64% of participants believe real-time marketing revolves around some kind of dynamic personalization.
  • Only 23% believe real-time marketing is about making quick responses to mainstream events or injecting your business in social media conversations.

That doesn’t really align with what brands are promoting. Where’s the disconnect? It might be that the practice hasn’t been around long enough and still needs some time to settle. Or, perhaps, real-time marketing is all of the above, or none...what do you think?

US Ad Blocking Grows by 48%


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Ad blocking is on the rise - in a monstrous way. According to The 2015 Ad Blocking Report produced in partnership by Adobe and PageFair, US ad blocking grew by 48% to reach 45 million active users in 12 months up to June 2015, and by 41% globally.

Ad blocking is a technology being employed by consumers to block ads before they are loaded by the web browser. The result is a quickly rendered page and a serene and uninterrupted consumption experience. Proponents of the technology advocate that it enables a more efficient customer experience, pushes marketers to target appropriately, and gives consumers the power they deserve when experiencing the web. In a cyber world saturated with irrelevance, it’s no wonder an overwhelming 73% of consumers are more likely to engage with ads when they are personally relevant.

Opponents, on the other hand, say that supporting ad blockers disrupts the very fabric of the web, a place where we can communicate - for free. Adoption of ad blockers may result in an internet that is less crowded by ads, but also in a cyberspace where only the largest publishers can pay for, and deliver ads uninterrupted, without user consent. Ads fuel a place in which high quality content produced by experts can be published free to the consumer. Without it, publishers are more likely to put their great content behind subscription walls. According to The Ad Blocking Report, $22 Billion dollars will be lost to online publishers in 2015.

While revenue loss will be devastating for publishers and consumers alike, it seems that the current “crisis” is an amalgamation of advertising practices gone stale, one’s that have been in need of serious disruption for some time. The ad status quo (serving as many ads as possible as often as possible to as many people as possible) isn’t acceptable any longer, and ad blocking is a tool that has given consumers a voice.

Speaking on consumer preferences, consumers tend to be more displeased when served ads on mobile that they haven’t subscribed to. The reasons for this are still unclear, but it’s safe to speculate that our mobile devices have far less real estate and therefore ads seem far more intrusive. It’s interesting to note that while 38% of all web browsing happens on mobile, that only a very small percentage of people are using ad blockers on their mobile devices. However, it’s unlikely for those stats to stay the same. More likely, ad blocking on mobile will become mainstream as Apple has recently allowed iOs9 developers to make apps with ad blocking software.

In order to preserve the richness of the web, this trend must be seen as an opportunity for advertisers to reorganize their thinking and embrace targeting technology they’ve been slow to adopt.

E-mail Marketing Still a Front Runner for Marketers, and Social Media Steals the Bronze from SEO


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As marketers, we must choose, and prioritize, our marketing efforts. So what are most marketers up to? According to a new study by Oracle Marketing Cloud, Website, E-mail, and Social Media, are top priorities for the year to come. Website remains a front runner for obvious reasons. These days, as digital marketing continues to gain more and more traction, and consume at least 25% of marketing budgets, a website is the cornerstone from which marketers plan, strategize, and execute digital marketing efforts. Similarly, as the trend toward purchase via mobile increases at a lightning pace, a poorly optimized website can be an e-commerce disaster.

In second place we have e-mail, still, contrary to what some might believe, continues to offer huge ROI, about $44 for every $1 spent. And if you need more stats to back that up, check these out: 91% of consumers check their e-mail daily, and on a daily basis consumers interact with 11 brands on e-mail (compared to 9 on Facebook and 8 on Twitter), 48% of consumers say they prefer to communicate with brands via e-mail. And more on that RIO, 44% of consumers made at least one purchase based on a promotional e-mail they received, and 66% of consumers have made a purchase online as a result of an e-mail marketing message. You can’t argue with those numbers.

Interestingly, Social Media Marketing took third place, replacing SEO. Social allows a company to gain peer recommendations at the click of a like. A positive note on a social channel is free advertising, and, if you’re an e-commerce company, a free endorsement for your product. That endorsement becomes increasingly important as the buying trends become more and more dependent on peer recommendations vs. internet search and research. Social media also allows a company to respond to criticism in real time, buy your way in front of a target audience, and - an active social media community drives high quality traffic to your website. The majority of links that are built by SEO companies do not bring traffic to your website. These links may help increase the authority and power of your site, but in terms of traffic, it doesn’t do much. Social media also allows marketers a constant audience, and, interestingly, search engines are now taking into account social signals when ranking websites. The more social shares, interaction, or activity you have, the higher your search engine rankings. Assuming this doesn’t change anytime soon, you can understand why Social has snatched Bronze from SEO.


Digital Marketing Weekly Roundup: 5 Stories You Don’t Want to Miss (9/16/15)


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Every week we will scour the Internet for the most useful and interesting articles on digital marketing  - so you don't have to. Here are our top picks for for the week, enjoy!

  1. Does Your Company Need a Digital Makeover?

The importance of keeping up with the latest marketing trends is crucial to your company's success. If you haven't updated your practices recently, have a look at these four mainstays.

  1. 10 Keynote Speakers Who Will Keep You Ahead of Digital Marketing Trends

Forbes provides a great list of influential speakers to follow. Number 2 on the list is one of our very own instructors, Rohit Bhargava. You can watch Rohit's content in our class library!

  1. Why It Takes So Long to Achieve Social Media Success

This article highlights the importance of building relationships over time. While awareness can be pumped up quickly through social media, impact on actual sales may take years.

  1. 7 Interesting and Fun Digital Marketing Stats From the Past Week

Here are 7 statistics that you don't want to miss. It will stir your imagination.

  1. How Should Digital Marketing Agencies Prioritize Their Services?

We've found some helpful tips for agencies. These are some services you should prioritize to ensure you're profiting the most.

Digital Marketing Weekly Roundup: 5 Stories You Don’t Want to Miss (9/4/15)


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Every week we will scour the Internet for the most useful and interesting articles on digital marketing - so you don't have to. Here are our top picks for for the week, enjoy!

  1. What IS Digital Marketing Strategy?

This article provides great examples of the importance of a digital strategy.  The average person is exposed to over 5000 messages a day, and as a marketer, you need a developed digital strategy to ensure your message reaches your audience.

  1.  How to Implement a Killer Online-Marketing Strategy for $15 a Week

Online Marketing doesn't have to break the bank. Here are four ways you can maximize your lead generating efforts while staying on a $15 a week budget.

  1. Make a Monthly Content-Marketing Check-In a Must-Do

Here's a quick guide on how to measure your marketing plan.  By regularly measuring, you can develop a great content marketing strategy.

  1. Back To Basics: Why You Should Try A Minimalistic SEO Strategy

This article highlights the basics of SEO strategy. Although your business may be small, you can still take advantage of SEO with these tactics.

  1. 7 Twitter SEO Tips: Leverage Your Social Presence For Better Traffic!

With Google now being able to access Twitter's full stream of tweets, Twitter visitors have increased 10 times.  This article has 7 SEO tips to help you get ahead.

6 Reasons Why You’re Not Getting Conversions From Your Content


Content marketing has been the flavor of the season for a handful of “seasons” now. And by the looks of it, we’re going to enjoy its company for a long time to come.

A sure sign of its popularity is seeing every business, no matter how big or small, jump headfirst into the choppy waters of content marketing. A recent study by showed that about a quarter of all businesses allocate over 50% of their marketing budgets to content marketing. Nearly 60% of businesses have at least two people devoted to content marketing.

content marketing for conversions

However, not all of these content marketing efforts are actually paying off. If all content marketing was equal, every company engaged in content marketing today would be in the Fortune 500 list – but that doesn’t happen.

All too often the content created by businesses is well meaning but lacks the teeth required to cut through all the clutter on the web. Here are the top 6 ways content marketers go wrong, leading to content that never takes off.

1.  Content Not Relevant

Content marketing is all about creating valuable content that your target audience would not just appreciate, but seek out. When you create content that has little to do with your audience and all to do with your business and promoting it, you cease being relevant to them and drop off their radar like flies.

The answer – Research your audience thoroughly. Build psychographic profiles of your ideal customer and figure out what they would be interested in the most. Tools like Oktopost and SocialMention help you listen in on conversations between your users and determine the topics that truly interest them. Create content around those topics with your brand subtly inserted into the mix.

2.  Publishing on the Wrong Platforms

This one’s a real crime. After investing your time and money on creating good content, if you go and blow it all up by publishing the content on platforms your users don’t care about, you might as well give up on content marketing.

The answer – Refer to step 1. When you research your audience, also find out which platforms they prefer, what media they consume and create your content accordingly. Your users love original research, go create that for them. Is video their favorite type of content? Don’t waste time on tons of blog posts.

3.  Content Too Salesy

The whole idea of content marketing is to convince a potential user to try your product without making them feel like they are being sold to. Users have an inherent distrust of paid advertising. When you turn a stealth marketing tool like content marketing into a wall-to-wall billboard for your business, you lose credibility and turn off users.

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The answer – Tone down the urge to sell, sell, sell. Try subtlety instead. Believe me, it works better than you’d think. If you can’t go without injecting a sales pitch into your messaging every now and then, keep your general vs. sales-y content ratio to an 80-20 mix.

4.  Content Not Good Enough

Why isn’t your content getting you results? It could be because it’s simply not good enough. By “good enough” I mean churning out any of the following types of content: plagiarized, poorly written, grammatically incorrect, uninteresting, factually incorrect – you get the drift. Google goes out of its way to punish “lifted” and duplicate content. Its Panda and recent Quality updates penalize sites with poor quality content and “thin content.”

The answer – Invest in good writers who can provide content that meets professional content standards in your industry. Strategize, strategize, strategize. And then monitor the execution closely. Too time consuming? Set up a collaboration tool like Wrike and get key members across departments to contribute pieces of content to your content marketing program based on their areas of expertise. Store all your in-house expert content in one place with the tool and co-ordinate with your expert contributors easily regarding content edits, deadlines and more.

5.  Ignoring On-Page SEO

Your content is only as strong as the environment in which it resides. A great piece of content that sits on a poorly optimized blog is doomed to a lifetime of invisibility. If your users can’t even find your content, how can you expect that content to get you conversions?

The answer – Don’t be in a hurry to publish your content. Take the time and first fix the SEO on your blog to make it visible to search engine spiders. With your content, spend time in crafting the perfect title – one that encapsulates your main keywords and conveys the gist of the content clearly. Title tags are probably the most important component of on-page SEO. Some of the easiest elements you can optimize on your content pages include

  • Meta description for the page
  • Alt tags, captions and descriptions for images
  • Header tags containing keywords
  • Including semantic variations of important keywords at the right places in the body of your content

6.  Not Enough Promotion

In the days of traditional marketing, all that marketers had to do was create ads, buy spots on media and blast their audiences with the ads across various platforms to get ahead of competition. On the other hand, content marketing is a more indirect method of promoting your business. For content marketing to do its job well, it needs to be spotted by consumers first.

The answer – Promote your promotion tools. Put your content in places where they’ll be easily found and consumed by your audience. Spend money on promoting your content so your users can “discover it themselves” across the various sites that they browse. Paid content promotion networks like Outbrain and Taboola are a great way to ensure visibility for your content. Tap into your email database and share your content with them. Publish it on the right social media platforms and promote it via paid advertising on social media. Reach out to influencers in your industry and get them to endorse your content.

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In Closing

Content marketing is an organic promotion strategy that builds relationships with your users instead of treating them purely like revenue sources. Steer clear of the content marketing misfires listed above and rest assured, your target audience will not just buy from you, but also grow to love your brand.

Starting a Startup: 5 Steps to Take You From Idea to Business


The first few weeks of starting your first startup can be one of the most thrilling times of your life. Buzzing with eagerness and anticipation, you can’t wait to start imagining new and exciting ways to grow your startup into a booming business. However, before you can get on with the fun aspects of owning your own business, you have a few essential tasks to complete first, even if they are a bit boring. Below is a list of crucial first steps you must take before your startup starts rolling.

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1. Do Your Research

Before you can think about forming your startup — before you even think of a name — you have to make sure your idea is viable in the real world. You need to do extensive research into your prospective market. There’s a lot of information you need to glean before you can start running your business; like:

  • Are there customers for your startup’s product?
  • Who are those customers? How old are they? What is their average income level?
  • Can you maximize your customers by altering your product or distribution area?
  • Who are your competitors? What products do they sell? How profitable are they?
  • Can you limit your competitors by altering your product or distribution area?

The more extensive you make your initial market research, the more certainty you’ll have in your startup’s success.

2. Find Your Funding

For most entrepreneurs, this is the absolute hardest task in starting a business. You need money to make money, but finding money can be both boring and arduous — and sometimes, it feels quite a lot like begging. Today, there are dozens of ways entrepreneurs can find viable funding, both traditional and non-traditional. Some of the likeliest options include:

  • Loans. From banks or credit cards, this capital is usually easy to secure with good planning, but it can be a nuisance to pay off.
  • Investors. There are many people looking to invest their money for a stake of your profits, but you will have to prove your worth.
  • Grants. The government awards money to entrepreneurs for creating jobs and improving the economy.
  • Crowdfunding. The internet loves to give money to good ideas, but with a saturated online market, it might be difficult to be heard.

To mitigate any feelings of supplication you may develop, you should prepare ahead of time by documenting what capital you have and researching what capital you’ll need.

3. Hire Your Team

You might already have a shortlist of old friends and coworkers whom you want to bring on board, but there are probably important positions you haven’t thought about. Startups aren’t all brainstorming and creativity; you need regular professionals like accountants and attorneys to keep your company up and running. Of course, you need to find people you can trust to stick around while the business gets going, which might be tough to do with strangers. You can use your alumni network or LinkedIn connections for recommendations.

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4. File Your Paperwork

Another slightly dull step of starting a business is ensuring everything you do is entirely legal. You must file for your small business license (as well as any other licenses your idea requires, like food handling or contracting). Local laws vary on required certifications and licenses for various businesses, so it is wise to talk to an attorney before opening your doors.

You should also ensure that any products you produce are not already patent protected; in software, this can be a particularly daunting task, considering the large numbers of litigious patent trolls waiting to capitalize on your company. While you are deep in intellectual property law, you might also want to consider registering for a trademark to safeguard your brand from possible copycats.

5. Get Your Website

Last, but certainly not least, you absolutely must construct your online presence. In the digital age, having your business visible on the web is critical to success; most consumers don’t know where else to find their desired products or services. Purchase the domain you want right away. Your website should be detailed and informative — not to mention trendy and eye-catching — and your social media accounts should be active and engaging.

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At the outset, you probably don’t need to hire an expensive web designer to organize your site; most website builders are easy to use and customize to your needs. However, as your small business grows, you may consider adding more complex, fully customizable features to suit your customers’ needs.

Want to learn more about the startup process? Check out OMI's channel specifically for Small Business and Startup Classes.


Auto Pilot Your Email Marketing with Automated Workflows


Email marketing is one of the most effective avenues out there to reach customers. As the organic reach of B2C social channels (looking at you, Facebook) decreases, and SEO becomes ever more dependent on content marketing, the importance of leveraging every inch of email increases. Smart businesses are integrating their email efforts more and more closely with their blogging and social output already, but in many cases there’s a missing link.

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I think of this as the “Now what?” effect. We need short term, actionable goals, but we can get too focused, too stuck on them. You use social and blogging to drive website traffic, and collateral content to encourage signups. Now you have an email list. Now what?

All too often, businesses know they need personalized, timed emails, but don’t actually jump in and do it. Why? One major factor is time. Creating and sending emails is time-consuming, if it’s done manually. Another reason can be the “Now what?” effect: a business stays in that “Gotta build my list” mindset, instead of moving on with the prospect and working to leverage the list they already have.

Finally, handling all the details you have about your customers can be an overwhelming task. Personalizing emails to a long, varied list of customers, all at different stages of the customer life cycle, is something no one has time for. So email marketing becomes a matter of a one-size-fits-all newsletter, the occasional blast, and perhaps some promos. And a killer marketing strategy fails at the last corner.

That’s where automated workflows come in.

What Are Automated Workflows?

Automated email is pretty self-explanatory, but a half-and-half system that doesn’t include automated workflows can still leave you directing the process in a way that’s too hands-on, time consuming and ineffective. Automated workflows allow you to set up a system, and then, once it’s in the air, hand over the controls to autopilot.

A workflow is a system that uses a series of “if this, then that” logic decisions to match each customer with the email campaign(s) that’s right for them, based on their behavior. Whenever a customer or prospect makes contact with your online presence, they’re effectively choosing how they want you to contact them. Way back in 2014 Silverpop, then just bought up by IBM, showed that automated emails had a 15% higher open rate than manual ones – and a staggering 79% higher click-through rate.

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A well set-up automated workflow system will constantly stay on top of information like click-through rates, open rates, sales, engagement metrics on social media and more, so that you can adjust how each customer experiences your brand and inform future strategic decisions about how the whole workflow is set up.

An example of an automated workflow would look something like this:

A customer might visit your blog, inspired by one of your Facebook posts, and download the collateral content on offer there when they finish reading the blog post. Great – you’ve got their email address, and data on their interests too. The two together go through to the app you’re using to coordinate your workflows and your brand begins to communicate with that customer automatically. The trigger was their download of the collateral content from your website – that was the “if this.” The automated welcome series your email auto-responder sent them was the “then that.” Welcome series are a popular part of an automated workflow system because they have such high open and click-through rates, and they improve retention and conversion.

automated workflow within content channels

Setting It in Motion

Popular triggering actions include email engagements like opens and click-throughs, website or landing page visits, and social media engagements like retweets, likes, follows and shares. But you can also use segmentation criteria like industry vertical, job title, or whether your contact is with a personal or business domain name to further focus your efforts. Future “if this” events might be derived from click-throughs or opens of your emails. Each time a customer does something, that action triggers them to be moved on to a different part of the workflow, depending on the nature of the action. Recent buyers get emails aimed at upselling or cross selling, for instance.

At its simplest, workflow automations take over the task of guiding prospects through the sales funnel to a purchase decision. Because they’re always accompanied by content that keeps your brand front of mind and offers products or services that prospects have demonstrated some interest in, they’re more likely to make that purchase decision.

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Integration and Implementation

But fully integrated workflow automation can do way more than that. In the early days of autopilots, they would just keep pace flying level at the same speed. Modern planes fly wigrth computer assistance at every step of the way: autopilot never off and always doing way more than just keeping things level. In the same way, getting the best from automated workflows means creating complex, highly responsive content architecture so that customers are never out of sight of your brand and always feeding you signals about how they want to interact with you.

Most brands use an app like MailChimp that offers workflows and ideally integrates with their CRM to allow seamless construction of workflows straight from contacts, using CRM data to get things off the ground. You can send emails to your customers whenever their information is updated in your CRM database. You can also create different forms related to varied aspects of your business and send them to different customers.

When constructing individual workflows, it’s important to keep your goal in mind. Ideally this will be within the context of an overarching strategy that treats your customers the way well-designed websites treat their users. You’ll be adding an extension to a design that’s focused on user experience and in which all roads lead, eventually, to a purchase decision, even if indirectly. Within this broader structure, each workflow behaves like a miniature sales funnel. It’s not necessarily designed to deliver users to a sale; it might be designed to deliver them into another workflow that itself leads to a sale, or to greater engagement or more trust or positive brand perception.

email marketing through automated workflows

Once you have a clear perception of what a workflow is meant to accomplish, decide where it should start – which trigger should put a customer into this workflow? After you have a start and a finish determined, write your emails and determine their timing. For some purposes, email timing is well understood. The best direct sales emails, for instance, have been well researched, but the details might differ in your specific space and workflows intended for non-sales purposes like engagement might have little evidence to guide you, in which case A/B testing timing should form part of your process.

Over to You

As you implement your workflows, you should manage them to ensure that they perform according to your goals and strategies. No matter how well they’re designed, you’ll always find yourself correcting them “in flight” as customers respond differently than you expected.

Want to learn more about managing your lead gen cycle with automation? Check out this class: Building a Lead Generation Management Process.