Now you can send automatic follow-up emails that are consistent with where a recipient clicks. This is quite a precious feature for leading prospects and customers to make a purchase, as well as increasing conversions.
What is the most advanced horizon of marketing automation? The one in which a brand can automate the sending of personalized emails based on user behavior.
The new MailUp feature falls within this scenario, letting you take your marketing automation strategy to an advanced level.
What is it exactly? In short, starting today you can send follow-up emails which are consistent with the specific link clicked by the recipient. This means that the follow-up emails are consistent with the content for which that recipient showed interest.
This is a fundamental action of marketing automation that companies can use to increase the relevance of their communications, to the full advantage of the results and, consequently, of conversions.
But let’s open the discussion up a bit, starting with a mini-review of the basics of marketing automation. If you’re already well versed, you can skip this part and jump directly to the next one.
The ABCs of marketing automation: workflow
Workflow is defined as the sequence of processes that govern the execution of an automatic campaign. A workflow is defined and composed of:
- The messages involved
- The wait time between one message and another
- The conditions needed to trigger each message
Ignoring the technical aspects, what is the strategic advantage of marketing automation? Being able to program automatic mailings of relevant (and therefore interesting) content to predefined targets, based on different aspects: the characteristics of the recipient, their behavior interacting with the emails, geographical location, and much more.
Here is a list of the type of automatic campaigns that can be constructed. We have marked the types of workflows that we will consider today in presenting the new feature with red flags (🚩).
- Welcome series
- Abandoned cart recovery
- First purchase feedback
- Upselling and cross-selling 🚩
- Goal activity 🚩
- Happy Birthday
- Best customer
Why you should create a workflow based on a recipient’s clicking a specific link
To understand the benefits that the new feature offers companies, let’s take this newsletter from Airbnb as an example:
The different contents in the message correspond to a different link, which refers to a different travel proposal and overnight accommodation solution.
With the new feature you can develop an advanced marketing automation strategy capable of triggering a targeted workflow depending on the click of each recipient.
We have used a company in the hospitality sector as an example, but the feature can be used with every type of business and commercial sector: from e-commerce to retail, from real estate to banking.
Let’s dive further in and assume we have to create – starting from the Airbnb email – two different workflows aimed at bringing the recipient to make a purchase, based on the interest shown by the same with their clicks on email content.
How to create the workflows
Imagine creating these two types of flows:
1. Sending a goal activity email
When: 7 days after sending the newsletter
Trigger: Click on the link inserted in the form dedicated to Lake Michigan travel
Type of workflow: Goal activity
Objective: Re-propose the offer dedicated to Lake Michigan travel
2. Sending a cross-selling SMS
When: 7 days after sending the goal activity email
Trigger: No click on the goal activity campaign
Type of workflow: Cross-selling
Objective: Propose alternative content to Lake Michigan, i.e. a trip to Rio de Janeiro
Let’s see how to create the two workflows in practice.
1. Create the goal activity email
We are going to create the email with the MailUp drag & drop editor. The communication is focused on a single commercial proposal. Consequently, the email should have the following characteristics:
- Focus on a single destination (in this case Lake Michigan)
- Highlighted offer, both in terms of copy and images
- Unique call to action that sends the recipient to the dedicated page of the site
- Related content, such as blog posts, to learn more about the destination (things to do, events, etc.)
2. Create the cross-selling SMS
We then create the SMS campaign which will propose a different destination, an alternative to Lake Michigan, if the recipient does not show any interest (i.e. click) in the goal activity email.
This is a cross-selling activity that is not based on a previous purchase, but on the recipient’s interaction with the email.
Here is how the SMS could sound (in this case there are two, linked together):
Hi [name], why not fly to Rio De Janeiro this summer? A boat trip awaits in the waters of the picturesque Guanabara Bay. There is an unmissable offer to grab on the fly! https://bit.ly/2CEF7Vp
3. Configure the workflows
Now let’s go to a different area of the platform: enter Automation and then click on Workflows. Let’s proceed by selecting Create a workflow: a series of possible pre-configured flows will appear along with a series of customized flows. Among the latter, we click on the Recipient activity option, based on recipient openings, clicks, and other actions.
Configuring the trigger is very simple: select the condition Clicked in an email, then the type of message and, finally, the email’s link for which you want to trigger the workflow. Finally, insert the time interval between sending the first email and triggering the workflow. Here’s the result:
Save and continue. To build the workflow, simply drag an email form into the body of the workflow and call up the goal activity email.
All that’s left to do is define the last options:
- Possible segmentation of the recipients
- Time slot for sending
- Possible limitations of days and times
The workflow is ready!
Now we just have to finish off the SMS message. The operations are the same, apart from the different condition to be set (this time you will have to select Did not click in an email). Here’s the filter…
And here’s the workflow …
4. Activate the workflows
All that’s left to do is launch the workflow. Just one click to activate the communication flows according to the options and settings we just looked at. That’s it!
As anticipated, the workflows we have hypothesized in this post can be adapted to any other goal and commercial sector: for the products of a retail store, the catalog of an e-commerce site, or the services of a B2B.
Workflows are the future of email marketing, capable of translating automation into concrete strategies that are applicable at every level of the relationship with users: from welcome to happy birthday, from an abandoned cart to those (as just seen) linked to a recipient action.
Do you want to start creating your first workflow? Request MailUp now for a free 30-day trial. You’ll have all the platform’s features available.