517: Do You Have These 6 Email Automations Set Up? w/ Daniel Miller

ABOUT THIS EPISODE

In this episode we talk to Daniel Miller, Marketing Director at Benchmark Email.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media. DOTCOM, you're listening to the Beta, be growth,show a podcast dedicated to helping be to be executive, Achiev, explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show! Welcome back to the buby growth show weare here today with Daniel Miller. He is the marketing director at benchmark,email, Daniel, how you doing wonderful! Thank you! How about yourself, James,IAM, wonderful as well, so so Daniel Today we're going to be talking aboutthe email automations that every business should have. We were talkingabout them offline, just kind of going over themro real briefly, and so I'mexcited to to get to dive in and and thot about them more in death. Beforewe do that, I love for our listeners to have an understanding of what you andyour team are up to a benchmark. Email totally, so m bech work email. We areDoi yourself, temo marketing service. We like to empower marketers withintutive software. That, of course, is back by our practical strategies. Sonot only do we have the sufper for you, but we also help you implement it aswell, limitand, so sodaniel and just jumping right in where we're going tocover six specific email automations in this episode. But before we do that, Iwan a first kind of touch base on some some terminology, and so can you talkto us a little bit about h, some terminology and and that willultimately feed. You know the rest of our conversation, totally yeah when itcomes down to automations. You know,...

...there's still a lot of businesses thatquite haven't adopted it or they really haven't seen the power of it, and Ithink a lot of it is focused on you know the intimidation of you know you.You see some of those automation schemes and you just see it all. Set up-and it looks like just like somebody- took a bunch of Spaghetti and Juthew iton the wall, and it's just like a scramble there, and actually that's nothow automation should be done. You know I always like to give the example tobusinesses. Think of an automation like a choose, your own adventure bookmember, those type of books that a you would e read it. You would have choices.You know like go to page twenty five to go through the room and find out what'sinside or motive pade. Seventy two to go back the way you came so that iswhat you really have to focus on when creating a automation. It's aboutcreating that journey right. What what we call the customer journey! Alljourneys have a start in an end and just because it's the end of a journeythat doesn't ma a CA't trigger a new journey because in marketing there isnever an end right. We want our customers to keep coming back and bringtheir friends. So you know when it comes down to the terminology of theoverall journeys. We like to say that there's an entry point or a triggerwhere that automation begins, then you follow that with actions and conditionsactions can be. You know, moving someone from one list to another orsending an email and the conditions is what focus on you. Did they open youremail? Do they click on the link? Did they go to a website, so combiningthose three simple things you can create very, very powerful automations.That cannot only save your time for Your Business, but can also INCincrease your return on investment o and just so, I'm I'm understanding thiscorrectly. DENU are these automations?...

Are they coming from of your inbox likethey? They? You can see them like in your scent folder of Gemal, or arethese coming from a like a third party server? Absolutely so that is actuallyan excellent question. Um for benchmark email. That is actually what we do. Weprovide email marketing as a service, so you can crave regular newsletterswith our service or you can also create these. You know Um Gurn, these customerjourneys through automations. You Know Iud love to say we're. The only servicethat does that, of course we're not. There are other services out there.Some for you know, depending on the level of automation, you need there'sones that really integrate with you know your ecommercsites and with Umother platforms, an crms there's other that are just very simplistic to justemail, marketing itself. We stand right in the middle to where we we have a a ahefty number of integrations with ECOMERCE landing, page splashpage typesites and so forth, but yeah I mean it. It is something that I I believe thereare some email automations that you can plug into your Gemal, but the ones thatyou really want to work for on your business. I would suggest looking for amore robust platform for that Kia, and so so this first automation journeythat we're going to talk about is is the welcome journey. Can you talk to usabout what that journey looks like totally, so the welcome journey is thefirst journey. I highly recommend any business should have if you have a signup form on your website, no matter where that is. If someone subscribingto your blog, if you have a sign of form on your facebook page and someonehas liked their page and then they want to subscribe to receive your newsettersand deals the welcome journey a lot of people again, they tend to think. Oh,my goodness, not I got a CRA. You know...

...these ten different emails t a welcome.Jourtey can be a simple email which is doing the goal of welcoming your newsubscriber it's as easy as setting up a automation to where, as soon assomebody has added to that new list, you have a welcome email, thanking them,telling hem the benefits of why they signed up reminding on that, and wehighly suggest to have a call to action to start that engagement from the verybeginning. With that new suscriber, another tip that we can give forwelcome journeys. It's try to have a welcome journey per channel, meaning ifyou have a setiform on your blog and then a Senet form when you face bookpage in a cent ove form you know from when somebody downloads, a Pedi have adifferent welcome journey that welcome email that adapts to what they signedup for right. I mean it it's easy to set that up, so why not make itpersonalized to that experience. That makes sense. So so beyond the welcomejourney is that is TNAT, typically just a one email cadence that goes as soonas they performed. Whatever action t that you were trying to get them to totake, and then that welcome journey's, just typically one emailer, is itusually more than one s? Ah, you know some marketers tand to go a little bitmore than that. I don't recommend doing at I. I prefer each journey to have agoal and a purpose if you're setting up a welcome journey, create it to whereit's just doing that one purpose. It's welcoming your subscriber achieve thatgold and then, like I was saying you can add additional actions who are likeokay, now that this person is no longer a brand new suscriber. Let's move himtothis other list, which you can move Imto your interested lists in whichyou're trying to gauge the interest of the subscriber and set up a whole newjourney for Hem. Okay. So so there's the interest journey before that Youhadmentioned a followup journey are those are those kind of one and the same yeah.So it's t so they're both follow up...

...type journeys. The interest joureyyou're, trying to gauge the interest level of your news, sescriber right. Soyou know, let's say that you have a pdf that someone downloads or again youknow the example from the facebook m. You know you may have people thatsescribe, but they just escribe, because let's say that they're doingsome research and you have some cool data that they want to learn from andthey're subscribing to just download that data right, but the of courseyou're in business, so y you're, probably offering a product or service.So that's where your interest journey can come along and you start gaugingthe interest by Maye be setting up a series of emails talking about thedownloadable thing that they just deloaded. You know the benefits of it,what it is and based on the engagement of the emails you send you can trackand see who open that clicked on Lynx and therefore start to create forksthroughout that road to see to start separating. These are your engagedpotential buyer suscribers and these are the unengaged subscribers which youcan set hem in a totally different bucket or list. You know an and andthen obviously you're feeding the more engaged subscribers content, like yourK, studies and obviously trying to trying to push them deeper into yourfunnel. Exactly it's creating t at choose your own adventure story, as asthey move along you're, allowing your subscriber to choose based on theirbehavior. What path they're going to go down if they're more engaged, you mayhave a path that kind of leads more towards that sale. If they're lessengaged, you may have a different type of path that maybe even trie toreengaged. With him, or has a totally different strategy for it, this next journey that we're going totalk about is the abandoned, cart journey. Talk to US abit about this onetotally so the abandoned card journey. This was one that it it really blow meaway. I recently did some research in regards to you know why do com? Why dobuyers a ban and cart and believe it or...

...not? I think it was over. I think itwas over forty percent of the reason as to why they abandoned carts was becauseof unexpected costs for shipping or taxes, and things like that. The otherreason that we saw is because just the the shopping process was toocomplicated man. It was too many steps, er, not clear or just seemed like you know there wasgoing to be an ad on whatever that could be. So you know having a goodabandoned cart strategy, meaning in your in your purchase process. Try toget that email right away. If you notice there's a lot of sites out there,they bareleave and let you kindo go through without at least gating thatemail first 'cause as soon as you get that email. If they a ban Te cart atany time, you have a reason in a way to get a hold of Hem and try to follow upwith them and hey. If it was the shipping that really bothered him, canyou expense that caty just say you know what free shipping one time deal and soforth and believe it or not? It can really help you increase sales, okay,so so this next one we're going to talk about the appointment journey, talk tous about this one. So appointment journeys works really well. When itcomes down to services, you know such as, if you're a consultant, my goodness,if you are a dentist or any type of consultant type service that you mayprovide, you know having that M, that easy access to being able to set up anappointment can really help you, so you know creating a journey. That's basedon on a date. I you know, I think car dealerships are also very well knownfor this right when you buy the car you go in and they have that purchase Dakand within a couple of months six to eight months, you get that first email,hey it's time for a oil chains, t a checkup, tire, rotation and so forth,and the benefit of that is you don't have to remind a sales rip to schedulethat call to do an email to blah blah...

...blah. You already set up the processonce and you know this whole thing about setting up the customer journeysthe benefit of it as well as whence YEU set it up. You're setting up a standard,so thinkof at this, like something to avoid, is don't don't try to automatetoo soon get a proven process. Tat Work. So if you see yourself setding thatsame email every week or every other day or whatever, that is, that is theperfect type of email to automate. So the appointment ones are are perfectfor that, because it's the similar type of email right, your schedule for OilChange, you're scheduled for the appointment, Yariadia, follow up clickhere and so forth. So it creates that standard and it allows you to to see.Does this work and how can you improve it once you're? Seeing a sample size ofthis email has gone out to five hundred people, and the click rate is now goingdown. Is is something I need to change if you're just sending out one to oneemails, you may not notice those patterns and therefore be missing outookay. So this this last journey, we're going to talk about Daniel is an eventtype journey. Talk to us about this one. So the event tike journeys are for thesales guys out there Um you know, for those going to trade shows and thingslike that Um. I myself I mean I'm not going to as many trade shows as I was,but back in y damning every single month I had a new trade show that I wasgoing to and you collect so many business cards and then you kind o sitthere and you're having to reinvent the wheel each time and creating you knowtrying to figure out. You know what emails can I send to try to engage andthis and that again, once you have that you know kind of a proven process. Ofcourse, pertray sor. You may need to make minor changes, but overall themessages that you send to try to sell your business or service. I is going tobe very similar, so you know I think it's easier to have that proven processonce and in making the small adjustment...

Pertray Cho as Needbe, rather thanhaving to reinvent the whole wheel. So we highly recommend to have a an eventtype journey. You can even create emails before the event and after soyou know if you get the the list of attendes or if you know of certainpeople that are going. If you want to invite your own prospects to the event,it's a perfect way to kind of standardize. That and again, if you do a lot of events,it will save you a lot of time instead of having to reimbed you're, justmaking minor changes it Daniel is there I, if there's somebody listening tothis and have any questions about the the six journeys that we've just talkedthrough. What's the Best Wan for them to get in contact with you and thenalso, how can they learn more about benchmark email totally so to contactme? They can contact Mayvi, email, Daniel Dot, Miller at benchmark, emaildotcom. When it comes down to automations, we actually have what wecall automation Friday, every single Friday. We have a a group, it's freefor anybody to join, which we simply talk automations. We obviously use the benchmark emailplatform to go over how to create some and so forth, but the good news is iseven if you're not using betchmarking mout the tips and suggestions that wetalk about in these groups, um it it can be used anywhere else, because wemainly talk about strategies like how can we automate, if I send an email outand they don't open it, and I want them to click on it, and they don't do that?How? How can I move them down those milestones? What is the best strategyof doing that? And it's not just US giving the suggestions we try to makeit really Um interactive with the audience that joints the kind of sharedtheir experience, theire tools that they use and the bottom line is we'retrying to promote automation, because...

...we see the the power that it really haskind a lotit an El. This has been fantastic. I really appreciate yourtime today. Where can they go to learn more about the sessions that you guysdo each week Toso if they just go to benchmarqemail dotcom they'll, be ableto see there within our blog? We talk about our automation Fridays as well.As you know, if there are good feed backs that we get in there, we try tocreate somewhat of a monthy blog with kind of a a recap of our group. Umefforts, th oon, then youill. Thank you so much for your time to day to spinfantastic. I really appreciate it. Thank you James. If you'RE ABE TO BE MARKETER, we wantto feature you on sites like Hoffington, post, social media, Examir and chiefmarket. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites, ten over to sweetfish, median tcom, baxlastquestions and sign up today. Thank you so much for listening until next time.

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