Nevertheless, many groups are nonetheless solely scratching the floor of normal e mail advertising automation. On the identical time, there are many methods to use advertising automation to realize strategic targets throughout different channels and use circumstances, like:
- Delivering related content material and product suggestions that drive income at every model touchpoint.
- Bettering lead era and nurturing potential clients down the gross sales funnel.
- Selling new merchandise in a related and interesting manner.
- Recovering deserted buying carts.
- And rather more.
On this information, we’ll discover 9 confirmed advertising automation workflows that may allow you to do these items (and extra). The primary six are easy however highly effective workflows that span one or two channels, whereas the final three are advanced customized workflows, which our clients have used to enhance income, ROI, and different key outcomes.
6 easy and highly effective advertising automation workflows
We’ll start this checklist with some well-known however important workflows that the majority on-line companies ought to implement and optimize.
Earlier than we dive in, word which you can construct all of those workflows with Insider — our AI-native platform for individualized, cross-channel buyer experiences. Our answer provides:
- A versatile advertising automation device for 12+ channels. You should utilize it to construct automated workflows with a easy drag-and-drop editor throughout your web site, cell app, e mail, SMS, WhatsApp, and extra.
- AI-powered options that prevent time and optimize your workflows. These embrace send-time optimization, next-best channel choice, A/B take a look at winner auto-selection, and extra.
- A plethora of workflow templates for tons of use circumstances and industries. Every template may be simply custom-made to your wants with none coding.
1. Workflow for welcoming new e mail leads
Just about each on-line model has some kind of automated welcome e mail sequence for brand spanking new leads. Nevertheless, few manufacturers truly take advantage of out of those workflows as they simply ship one customary message to their complete e mail checklist.
On the identical time, a very good welcome workflow can achieve this rather more — like guiding customers to their first buy shortly and effectively. This may be completed by creating an automatic sequence of emails (as an alternative of sending only one) and personalizing it primarily based on customers’ actions.
As an illustration, Remix used a three-step e mail advertising marketing campaign for his or her lead nurturing wants:
- If new subscribers don’t make a purchase order one week after registering, Remix despatched an e mail prompting them to save lots of their most well-liked search filters.
- After a couple of days, a follow-up e mail is triggered. Its aim is to showcase an inventory of manufacturers accessible on the location and how one can mark one as a favourite.
- The final e mail provides particulars on how to economize by combining orders.
This drip e mail marketing campaign resulted in a 104% leap in first purchases in comparison with the earlier quarter.
You’ll be able to take the identical thought and apply it to your distinctive enterprise wants by:
- Beginning with an e mail survey to assemble first-party knowledge and persevering with the workflow in several methods relying on the solutions.
- Creating completely different flows relying on the supply that led new results in your website (e.g., social media, e mail newsletters, and so forth).
- Constructing a definite onboarding journey for customers who browsed a selected class in your website.
2. Workflows for recovering deserted carts
Cart abandonment stays one of many largest issues on the earth of eCommerce. Any advertising workforce that’s trying to maximize their price range and income ought to continuously be searching for methods to get cart abandoners to finish their buy.
Insider helps you do that by routinely creating segments of cart abandoners and letting you simply add cart objects to your emails, push notifications, and messaging channel communications.
You even have ready-made cart restoration templates for various channels. These templates are simply customizable, so you may regulate their colours, branding, and different components with none coding (and even altering the HTML).
Listed below are a couple of of the channels that our shoppers use to recuperate misplaced carts:
- E mail and SMS, which is probably the most widely-used mixture of channels by retail manufacturers worldwide. Slazenger used each channels to construct cart restoration campaigns that produced a 49x ROI in eight weeks (we’ll talk about their use circumstances later on this information).
- WhatsApp, which is an underutilized however extraordinarily highly effective channel for recovering probably misplaced income. Picniq used it to realize an 80% open charge and a 5x ROI on their cart abandonment campaigns
- Net push notifications, which may be extremely highly effective and cost-effective in comparison with conventional channels like e mail and SMS. Marks & Spencer used push notifications to realize a 15.1% cart restoration charge, in comparison with the three% {industry} common for deserted cart emails.
3. Workflows for confirming orders and purchases
Transactional flows are a should for any on-line enterprise. That’s why most eCommerce platforms and content material administration programs (CMSs) have built-in automated e mail workflows that set off instantly after a profitable transaction.
Nevertheless, you don’t have to restrict your self to e mail. For instance, with Insider, you may also ship affirmation messages on channels like SMS and WhatsApp. Once more, now we have loads of templates to make the method simpler, just like the WhatsApp message template proven beneath.
All it is advisable to do is ready our journey builder to set off your emails or messaging channel communications instantly after a profitable buy occasion. Then, you may construct strategic follow-ups for selling different merchandise after a set period of time, as we’ll talk about in a bit.
4. Workflows for sending focused value drop and stock alerts
These workflows are highly effective for concentrating on customers on the verge of creating their first buy, in addition to these with a excessive low cost affinity.
Since Insider routinely collects knowledge about every consumer’s pursuits and preferences, you should use that data to set off emails, push notifications, or SMS and WhatsApp messages each time:
- Merchandise that customers have been looking are again in inventory.
- Merchandise that customers have proven curiosity in get a value discount.
In each circumstances, your messages have a a lot increased probability of partaking new clients as they’re primarily based on their wants, pursuits, and preferences.
On the identical time, you will get much more focused with our AI-powered predictive segmentation. Particularly, you should use our platform to solely goal clients with a excessive low cost affinity who’re more likely to reply to a value drop alert.
This tactic additionally ensures that you just’re not losing reductions on individuals who may’ve purchased a product at its common value.
5. Workflows for upsells and cross-sells
Upsells and cross-sells can assist you drastically improve key metrics like common order worth (AOV), buyer lifetime worth (CLTV), and buyer retention. That’s why it is best to discover strategic locations through the buyer lifecycle to implement upsell and cross-sell workflows.
For instance, you may construct advertising automation workflows that routinely:
- Recommend merchandise which can be steadily bought with the one at present within the buyer’s cart. This may be completed with a very good product suggestion engine that analyzes looking and buy historical past, in addition to real-time behaviors, to ship related suggestions throughout touchdown pages and channels like e mail.
- Make use of this identical technique however on a channel like SMS or WhatsApp a couple of days or even weeks after a buyer has accomplished their first buy.
- Generate upsell and cross-sell alternatives by providing reductions on clients’ registration anniversaries, birthdays, or different essential occasions.
6. Workflows for pre- and post-purchase suggestions
With the cookieless advertising period upon us, groups have to rely rather more closely on zero- and first-party knowledge gathered instantly from clients. That’s why it’s essential to have workflows for amassing that data at completely different levels of the shopper journey.
The traditional manner to do that is by sending a post-purchase e mail survey that asks clients to charge your product and the general expertise. This may also be completed on messaging channels like SMS or WhatsApp, relying in your clients’ preferences.
One strategy to take this tactic to the subsequent stage is by utilizing AMP emails. The AMP expertise lets clients reply surveys instantly within the e mail, with out having to go to your website or app.
This removes quite a lot of friction from the method and ensures you get extra solutions out of your buyer base.
On the identical time, you may also use AMP emails to assemble priceless buyer knowledge pre-purchase. For instance, you may ask them what content material or merchandise they’re curious about, so you may tailor your follow-up communications to their pursuits.
Superior advertising automation workflows for cross-channel use circumstances (with examples)
The workflow examples we explored up thus far are comparatively easy within the sense that they span just one or two channels and use circumstances. Nevertheless, issues get trickier when coping with customized workflows within the context of omnichannel advertising automation.
Under, we’ll take a look at three examples of corporations utilizing customized automation workflows that span throughout a number of channels. All three automation examples are powered by Architect — our buyer journey builder and advertising automation platform.
7. Lead validation and promotion workflows throughout internet, e mail, internet push, and SMS
Generali is likely one of the world’s largest insurance coverage and asset administration corporations on the earth. After utilizing Insider to combine their buyer knowledge and improve leads by 3x, they wanted to construct an automatic lead validation workflow.
This workflow’s aim was to offer every lead a rating primarily based on their web site visits. That may enable the gross sales workforce to deal with the leads with the very best buy intent. It might additionally make it potential to ship every lead related data on the proper time.
Our native assist workforce helped Generali construct this lead-scoring venture from scratch. Now, every lead of their system routinely accumulates factors primarily based on their interactions with the web site.
From right here, Generali additionally began utilizing Insider’s advertising automation capabilities to ship personalised, well timed provides throughout e mail, SMS, and internet push to every lead, primarily based on what they confirmed curiosity in.
On high of the large improve in leads, Generali’s new automated workflows additionally led to a 20% discount in gross sales cycle size.
8. Cart abandonment and value drop workflows throughout e mail, SMS, and internet push
Slazenger is likely one of the world’s most established sports activities manufacturers. They began working with Insider with the aim of delivering distinctive, personalised buyer experiences throughout key model touchpoints.
This included the creation of various advertising automation workflows, together with:
- Cross-channel cart abandonment workflows. Slazenger’s first advertising marketing campaign was aimed toward sending reminder emails and follow-up communications to nudge cart abandoners to return and full their purchases. With Insider, they have been in a position to goal customers with automated notifications on their most well-liked channel — on-site, internet push, or e mail — and ship them a follow-aup coupon code by way of SMS. These advertising automation workflows delivered a 49x ROI in simply eight weeks.
- Value drop notification workflows. Slazenger additionally wished to enhance its e mail CTR and conversion charge by way of well timed communication and personalization. To do this, they began utilizing Architect to ship focused value drop emails and internet push notifications to clients who seen the product or added to their wishlist (or cart). This helped Slazenger drive extra conversions and improve e mail CTR by 12.1% in comparison with their different campaigns.
As a subsequent step, Slazenger will experiment with one other fashionable workflow automation technique — automated back-in-stock campaigns.
9. Promotional workflows throughout internet, cell, e mail, push notifications, and SMS
NA-KD is a fast-growing vogue model working throughout Europe. After consolidating their buyer knowledge with our eCommerce CDP, the corporate wanted to redefine their advertising technique to create higher buyer experiences and drive extra gross sales.
That they had used customary campaigns and coupon-based strategies that didn’t produce the specified outcomes. That’s why they began constructing new automated workflows that have been personalised to every buyer.
Utilizing Architect, they have been in a position to implement these flows throughout 5 channels — their web site, cell app, e mail, push notifications, and SMS. These new automated and personalised campaigns resulted in a 25% improve in CLTV and helped the model drive a 72x ROI in 12 months.
Faucet into the complete potential of selling workflow automation with Insider
Insider can assist you construct and automate all types of selling workflows that serve your and your clients’ wants. Due to our platform’s broad channel entry and versatile advertising automation software program, you may create automated journeys throughout 12+ channels — together with web sites, cell apps, e mail, push notifications, SMS, WhatsApp, and others.
Plus, Insider is rather more than simply an automation answer. Our sturdy enterprise advertising platform also can allow you to:
- Unify your buyer knowledge — from APIs, CRMs, content material administration programs (CMSs), analytics instruments, and every other on-line or offline supply — right into a central database. This helps you overcome knowledge silos and powers your advertising efforts with dependable insights. Be taught extra: 8 Greatest buyer knowledge platforms (by class).
- Section your goal audiences utilizing customary, predefined, and predictive traits. For instance, our platform’s AI-powered algorithms can predict how a lot clients are projected to spend and the way doubtless they’re to purchase or interact on a selected channel.
- Faucet into the complete potential of AI and machine studying. Insider brings collectively a singular mixture of predictive, generative, and conversational AI capabilities beneath one roof. You should utilize them to streamline or utterly automate repetitive duties, anticipate future behaviors, and have interaction in unstructured two-way conversations throughout messaging channels.
- Personalize each buyer touchpoint. Our industry-leading personalization engine can tailor content material, messaging, and product suggestions to every buyer’s pursuits, wants, and preferences. This can assist you type long-term, worthwhile buyer relationships and enhance key metrics like buyer engagement, conversion charges, income, and extra.
Lastly, our straightforward channel integrations, skilled assist workforce, and versatile templates will allow you to arrange efficient advertising automation workflows as shortly as potential.
Schedule a demo with our workforce to find out how Insider can profit your corporation particularly.