Marketing Automation: There are many stages where emails can be automated. Next, we’ll talk a little about each one and its possibilities. This is a fascinating automation structure because it is simple and takes advantage of the visitor’s right moment.
The most basic form of Marketing Automation is autoresponders. They send a series of pre-programmed emails in an automated way. When a visitor acts (such as signing up to receive news or downloading an eBook), the tool triggers an automatic nutrition flow. Those who signed up then receive these scheduled emails, with a time gap between them.
For example: if you offer an Excel course for your business and a visitor shows interest in the subject and converts it into a landing page, the autoresponder starts firing the sequence of emails below:
However, this limited form of automation has two main problems:
You have to be very careful with this strategy as it can cause an unpleasant situation with a particular group of contacts.
To start working more intelligently, autoresponders were created with dynamic lists. These lists begin to analyze more characteristics of the Lead and understand which stage of purchase it is in. From this information, it is possible to send a specific and more appropriate flow of emails.
If the Lead is still researching the subject fundamentally, a sequence of emails is sent with more detailed information and content for him to become familiar with. If he is already at a more advanced purchase stage (tests the tool or compares solutions), another, much more specific sequence of emails is triggered. This evolution allowed delivering the right message at the right time.
The most advanced (and current) stage of Marketing Automation is workflows. In addition to everything that was described in the dynamic lists, the workflows still evolved in two exciting aspects:
When seeing some action from the Lead, the software already interacts with him most appropriately and helps him move forward in the purchase process in a more natural and faster way. When it reaches a certain level of maturity, the software itself warns the sales team that the Lead is ready to be approached. While the software works, the marketing team manages to allocate its resources better to produce better and better content.
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