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 referral partnercould be a game changer for any be to be company. So what ifyou could reverse engineer these relationships at a moment's notice, start a podcast,invite potential referral partners to be guests on your show and grow your referral networkfaster than ever? Learn more at sweet fish Mediacom. You're listening to thebe tob growth show, a podcast dedicated to helping be to be executives achieveexplosive growth. Whether you're looking for techniques and strategies or tools and resources,you've come to the right place. I'm James Carberry and I'm Jonathan Green.Let's get into the show. Welcome back to the BB growth show. Weare here today with Daniel Miller. He is the marketing director at benchmark email. Daniel, how you doing today? So wonderful. Thank you. Howabout yourself, James? I am wonderful as well, so so Daniel.Today we're going to be talking about the email automations that every business should have. We were talking about them offline, just kind of going over them real, real briefly, and and so I'm excited to get to dive in andchat about them more in depth. But before we do that, I lovefor our listeners to have an understanding of what you and your team are upto at bench mark email. Totally. So, bench work email, weare do it yourself email marketing service. We like to empower marketers with intuitivesoftware that, of course, is backed by our practical strategies. So notonly do we have the software for you, but we also help you implement itas well. Love it and so so, Daniel, in just jumpingright in, we're going to cover six specific email automations in this episode,but before we do that I want a first kind of touch base on somesome terminology, and so can you talk to us a little bit about someterminology and that will ultimately feed, you know, the rest of our conversation. Totally. Yeah, when it comes...

...down to automations, you know,there's still a lot of businesses that quite haven't adopted it or they really haven'tseen the power of it, and I think a lot of it is focusedon, you know, the intimidation of you know, you you see someof those automation schemes and you just see it all set up and it lookslike just like somebody took a bunch of Spaghetti and just throw it on thewall and it's just like a scramble there. And actually that's not how automation shouldbe done. You know, I always like to give the example tobusinesses. Think of an automation like a choose your own adventure book. Rememberthose type of books that? Oh yes, you would read it, you wouldhave choices, you know, like go to page twenty five to gothrough the room and find out what's inside, or what it page seventy two togo back the way you came. So that is what you really haveto focus on when creating a automation. It's about creating that journey, right, what what we call the customer journey? All journeys have a start and anend, and just because it's the end of a journey, that doesn'tmean it can't trigger a new journey, because in marketing there is never anend, right. We want our customers to keep coming back and to bringtheir friends. So, you know, when it comes down to the terminologyof the overall journeys, we like to say that there's an entry point ora trigger where that automation begins. Then you follow that with actions and conditions. Actions can be, you know, moving someone from one list to anotheror sending an email. And the conditions is what focus on. You know, did they open your email? Did they click on a link that theygo to website? So combining those three simple things, you can create very, very powerful automations that can not only save you time for your business,but can also, in increase your return on investment. Yetta, and justso I'm I'm understanding this correctly, Daniel, are these automations? Are they comingfrom your inbox, like they you...

...can see them, like in yoursent folder of Gmail, or are these coming from a like a third partyserver? Absolutely so that it is actually an excellent question for benchmark email.That is actually to what we do. We provide email marketing as a service. So you can create regular news letters with our service or you can alsocreate these, you know, during days customer journeys through automations. You know, I would love to say we're the only service that does that. Ofcourse we're not. There are other services out there, some for you know, depending on the level of automation you need. There's ones that really integratewith, you know, your ecommerce sites and with other platforms and CRM's.There's other that are just very simplistic to just email marketing itself. We standright in the middle to where we have a fifty number of integrations with ECOMMERCE, landing page, splash page type sites and so forth. But yeah,I mean it is something that I believe there are some email automations that youcan plug into your Gmail, but the ones that you really want to workfor on Your Business, I would suggest looking for a more robust platform forthat data and so so this first automation journey that we're going to talk aboutis is the welcome journey. Can you talk to us about and what thatjourney looks like? Totally. So the welcome journey is the first journey Ihighly recommend any business should have. If you have a on it form onyour website, no matter where that is, if someone subscribing to your blog,if you have to sign up form on your facebook page and someone hasliked their page and then they want to subscribe to receive your news letters anddeals, the welcome journey. A lot of people, again, they tendto think, oh my goodness not,...

I got to create, you know, these ten different emails with a welcome journey can be a simple email whichis doing the goal of welcoming your new subscriber. It's as easy as settingup a automation to where as soon as somebody is added to that new list, you have a welcome email thanking them, telling them the benefits of why theysigned up, reminding them that and we highly suggest have a call toaction to start that engagement from the very beginning with that new subscriber. Anothertip that we can give for welcome journeys is try to have a welcome journeyper channel, okay, meaning if you have a set of form on yourblog and then a senterp for on your facebook page and a sent of form, you know, from when somebody downloads a PDF, have a different welcomejourney, that welcome email that adapts to what they signed up for, right. I mean it's easy to set that up, so why not make itpersonalized to that experience? That makes sense. So beyond the welcome journey is thatis that typically just a one email cadence that goes as soon as theyperformed whatever action that you were trying to get them to take in and thatwelcome journey is just typically one email. Or is it usually more than onestep? Yeah, you know, some marketers tend to go a little bitmore than that. I don't recommend doing it. I prefer each journey tohave a goal and a purpose. If you're setting up a welcome journey,create it to where it's just doing that one purpose. It's welcoming your subscriber, achieve that goal and then, like I was saying, you can addadditional actions. Who are like, okay, now that this person is no longera brand new subscriber, let's move them to this other list which youcan move them to your interested lists, in which you're trying to gage theinterest of the subscriber and set up a whole new journey for yeah, okay. So so there's the interest journey and before that you had mentioned a followup journey. Are Those? Are those kind of one in the same?Yeah, so it's to it's so they're...

...both follow up type journeys. Theinterest journey, you're trying to gage the interest level of your new subscriber.Right, okay. So, you know, let's say that you have a pdfthat someone downloads or get, you know, the example from the facebook. You know, you may have people that subscribe, but they just subscribebecause let's say that they're doing some research and you have some cool data thatthey want to learn from and they're subscribing it. Just download that data,right. But then, of course you're in business, so you're probably offeringa product or service. So that's where your interest journ can come along andyou start gaging the interest by maybe setting up a series of emails talking aboutthe downloadable thing that they just downloaded. You know the benefits of it,what it is and based on the engagement of the emails you send, youcan track and see who open that clicked on links and therefore start to createforks throughout that road to see to start separating these are your engage potential buyersubscribers and these are the unengaged subscribers, which you can set them in atotally different bucket or list Yetta, and and and then obviously you're feeding themore engaged subscribers content like your case studies and obviously trying to trying to pushthem deeper into your funnel. Exactly, it's creating that choose your own adventurestory. As as they move along, you're allowing your subscriber to choose,based on their behavior, what path they're going to go down. If they'remore engage, you may have a path that kind of leads more towards thatsale. If they're less engage, you may have a different type of paththat maybe even tries to be engage with him or has a totally different strategyfor it. Gotta this next journey that we're going to talk about is theabandoned cart journey. Talk to us a bit about this one. Totally.So the abandoned card journey. This was one that it really blow me away. I recently did some research in regards. You know, why do come?Why do buyers abandon cart? And,...

...believe it or not, I thinkit was over. I think it was over forty percent of the reasonas to why they abandoned cart was because of unexpected costs for shipping or taxesand things like that. The other reason that we saw is because just thethe shopping process was too complicated, meaning it was too many steps or notclear or just seem like, you know, there was going to be an addon, whatever that could be. So, you know, having agood abandon cart strategy, meaning in your in your purchase process, try toget that email right away. If you notice, there's a lot of sitesout there they barely even let you kind of go through without at least gatingthat email first, because as soon as you get that email, if theyabandon cart at any time, you have a reason in a way to getahold of them and try to follow up with them. And Hey, ifit was the shipping that really bothered them, can you expense that? Can youjust say, you know what, free shipping, onetime deal and soforth, and, believe it or not, it can really help you increase sales. Yeah, okay. So so this next one we're going to talkabout the appointment journey. Talk to us about this one. So appointment journey'sworks really well when it comes down to services, you know, such asif you're consultant, my goingness, if you are a dentist or any typeof consultant type service that you may provide. You know, have being that thateasy access to being able to set up an appointment can really help you. So, you know, creating a journey that's based on a date,I you know. I think card dealerships are also very well known for this. Right when you buy the car, you go in and they have thatpurchase date and within a couple months, six to eight months, you getthat first email. Hey, it's time for a oil chain to checkup tirerotation and so forth, and the benefit of that is you don't have toremind a sales trip to schedule that call,...

...to do an email to blah,blah blah. You already set up the process once, and you knowthis whole thing about setting up the customer journeys. The benefit of it aswell as once you shut it up, you're setting up a standard. Sothink of it. This. Would like something to avoid is don't don't tryto automate too soon. Get a proven process that works. So if yousee yourself sending that same email every week or every other day or whatever thatis, that is the perfect type of email to automate. So the appointmentones are perfect for that because it's the similar type of email. Right,your scheduled for oil change, you're scheduled for the appointment. Yeadi Yadi,follow up, click here and so forth. So it creates that standard and itallows you to see does this work and how can you improve it?Once you're seeing a sample size of the this email has gone out to fivehundred people and the click rate is now going down. Is it something Ineed to change? If you're just sending out one to one emails, youmay not notice those patterns and therefore be missing out. Got It? Okay. So this, this last journey we're going to talk about, Daniel,is an event type journey. Talk to us about this one. So theevent type journeys are for the sales guys out there, you know, forthose going to trade shows and things like that. I myself, I meanI'm not going to as many trade shows as I was, but back inthe damning every single month I had a new trade show that I was goingto and you know, you collect so many business cards and then you kindof sit there and you're having a reinvent the wheel each time and creating,you know, trying to figure out, you know, what email is canI send to try to engage in this and that again, once you havethat, you know, kind of a proven process, of course, pertrade show you may need to make minor changes, but overall the messages thatyou send to try to sell Your Business or service is going to be verysimilar. So, you know, I think it's easier to have that provenprocess once and then making the small adjustments...

...per trade show as need be,rather than having to reinvent the whole wheel. So we highly recommend to have aan event type journey. You can even create emails before the event andafter, so you know if you get the list of attendees or if youknow of certain people that are going, if you want to invite your ownprospects 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 youa lot of time, for instead of having to reinvent you're just making minorchanges it. Daniel is there. If there's somebody listening to this and theyhave any questions about the the six journeys that we've just talked through, what'sthe best way for them to get in contact with you? And then alsohow can they learn more about benchmark email totally so to contact me, theycan contact me via email, Daniel Dot Miller at benchmark emailcom. When itcomes down to automations, we actually have what we call automation Friday. Everysingle Friday we have a group, it's free for anybody to join, inwhich we simply talk automations, we obviously use the benchmark email platform to goover how to create them and so forth. But the good news is is evenif you're not using benchmark email, the tips and suggestions that we talkabout in these groups, it can be used anywhere else, because we mainlytalk about strategies like how can we automate if I send an email out andthey don't open it and I want them to click on it and they don'tdo that, how can I move them down those milestones? Would is thebest strategy of doing that. And it's not just US giving the suggestions.We try to make it really interactive with the audience that joins the kind ofshare their experience, their tools that that they use, and the bottom lineis we're trying to promote automation because we...

...see the power that it really has. Gotta I love it, Daniel. This has been fantastic. I reallyappreciate your time today. Where can they go to learn more about the sessionsthat you guys do each week? Totally so, if they just go tobenchmark emailcom, they'll be able to see there. Within our blogs we talkedabout our automation Fridays as well as you know, if there are good feedbackthat we get in there, we try to create somewhat of a monthly blogwith kind of a recap of our group efforts. They're awesome. Daniel,thank you so much for your time today. This's been fantastic. I really appreciateit. Thank you, James. If you're a BEDB marketer, wewant to feature you on sites like Huffington Post, social media examiner and chiefmarketer. Every week we send out a question related to be to be marketing. We use the responses to those questions to fuel the content we write forreally popular websites. To head over to sweet fish MEDIACOM backslash questions and signup today. Thank you so much for listening. Until next time.

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