Tags: Automations

2 Ways to Use Automation Pro: Onboarding & Conversions

2 Ways to Use Automation Pro: Onboarding & Conversions

Practical Marketer • February 21, 2018

Automation Pro is here! Simply put, it’s the clear solution to create quality, ongoing customer engagement. With the launch of Automation Pro, we’ve built in a handful of templates that demonstrate practical strategies that any marketer can execute. In this post, we’ll focus on two of them and provide some real-life examples of what can be accomplished with our powerful new automation tool. Onboarding This template is designed to help you turn website visitors into subscribers. According to the Data & Marketing Association, 66% of online consumers have made a purchase as a result of an email engagement campaign. Armed with that data, there’s no reason not to create an automated sales funnel based on website visitors. Now we think it is a great example of when to use a prebuilt email automation. In this way. It saves time, you can learn / explore and gets you started faster. Also we did the standard settings so you can be worry free that the basics are all there. Practically speaking, these are already good leads as they are people who have shown interest in your goods or services by visiting your website and even the page for a specific product or service. So, how can you put this into action? Let’s say you’re a brand that is launching a new product. You’re running various marketing campaigns that direct potential customers to a landing page for that product. The first step is to create a popup signup form to place on that page. We suggest adding an incentive for subscribing, such as a 10% discount or something else that would encourage someone to buy. Other incentives can include an exclusive PDF, webinar or any other educational resource that may be of value to your subscribers. Be sure to assign your popup form to a new list for onboarding. Next, install the tracking code on the desired web page or landing page. This is how Automation Pro will know if an individual visited your website or page. Now it’s time to build your onboarding journey. First, you’ll set the Added To List Entry point to match your designated onboarding list, which is attached to the popup signup form you’ve created. As people visit your page, the popup form will be prompted with the 10% discount offer. Once they subscribe, they will automatically be added to the list you selected and the journey begins. Next, you’ll create a Welcome Email for the Send Email node. As Subscribers are added to your onboarding list, this next part of the journey is triggered and the Welcome Email is sent. This should include the promo code for their 10% discount (you will need to input the promo code of your choosing into your eCommerce platform). Conversion Now that you’ve created a practical solution to onboard new subscribers, it’s time to turn those new opt-ins into customers. If we’re continuing the above example, the goal is now to entice your new subscribers to act on the 10% discount incentive you offered before. To do this, you will send a series of emails highlighting the product or service’s benefits and reminding subscribers of their discount. For this example, we’ll be showing you how to create a 7-day cycle aimed at converting your leads. Here are the steps to take before you create your conversion journey: Create a “Customers List.” This is the list that your subscribers will automatically be transferred to if they complete a purchase on your site. Plan your engagement campaign. Think of the journey you want your leads to experience. Create a “Purchase Confirmation” Journey. This is a small journey that will constantly check for subscribers who make a purchase. Once a purchase is made, this journey will move the subscriber from your “Onboarding List” to your “Customers List.” It is extremely important that your Automation Pro tracking code is installed on your Thank You page. Let’s look at the steps to take to create your Conversions Journey. Like the previous journey, this one begins with the Added To List Entry Point for your onboarding list. Since you sent the Welcome Email immediately for the previous journey, it’s important to add a wait time with your next node. That way you won’t overwhelm your subscribers with too many emails at once. Now, put yourself in your subscriber’s shoes. While the goal is to inspire conversions, you must keep the potential customer in mind. So, multiple CTAs to buy may not be effective. What will likely work better, is a series of emails that demonstrates the value of your product(s) or service(s). This can include customer testimonials. After all, 55% of shoppers say that online reviews influence their purchasing decision according to Kissmetrics. In this example, we’ll create a three email journey. Don’t forget to add a wait time between each engagement email you’ll be sending. Otherwise, they’ll all send at once! First, you should send a discount reminder on Day 3 after an individual subscribes to your onboarding list. For some, that’s all it will take and they’ll be moved to your Customers List. For those that remain in your Onboarding List, try sending an engagement campaign with a product highlight or testimonial on Day 6. If you still haven’t converted a subscriber after your first two attempts, try a free shipping offer on Day 7. According to the Walker Sands Future of Retail 2016 study, nine out of 10 surveyed listed free shipping as the top incentive when asked what would make them more likely to shop online. The goal for this journey is to generate sales. It is important to set an end date for the journey so you can look back at what you created and then make improvements for the next journey. If you have a never ending journey, it will be hard to measure, compare and use the data to improve for future journeys.


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Introducing Automation Pro

Introducing Automation Pro

Beyond • December 15, 2016

Both business owners and customers alike are more aware than ever before of the noise that exists within the inbox. It’s hard to break through the crowd and make your business and its email campaigns stand out. Not only that, but the consumer is smarter than ever before … armed with more information at their fingertips than they could even know what to do with. The only way to succeed in this email marketing climate is to provide value to each and everyone one of your subscribers. The best way to do that is to make them feel like you understand their needs and that you’re paying attention to what they want from you. However, executing that idea means wearing several different hats within your business. Sales, marketing and customer support just to name a few. How could one ever find the time to do everything they need to do in their daily jobs … and perfectly craft email campaigns that both deliver on value and makes your subscribers feel as if you’re catering to their individual needs? Enter Automation Pro. With Automation Pro, you can create automated customer journeys that allow you to follow up with subscribers based on email engagement, website interaction and more. Map out paths for your contacts to be sent down using a digital canvas. Actions can trigger emails to send, subscribers to move lists, etc., making your marketing more efficient as you convert leads to sales and subscribers to loyal customers. Building with Automation Pro Entries Each automated journey begins with an entry. Entries define how your subscribers will enter the journey. It’s the mouth of the digital funnel you create to execute the goal of an automation. Here are some examples of how you can use entries: Added To List. A journey that begins with this entry could start with a welcome email, seeing as they were just added to your list. If you’re doing any sort of eCommerce, it can be a campaign designed to convert a new lead to a sale. If your signup form offers a discount for signing up, then tailor the following emails towards inspiring an individual to put those savings to use. Website Engagement. For a campaign beginning with this entry, your goal is to tailor your marketing towards the subscriber’s interests. If a subscriber has visited your site and reviewed specific goods or services, you can follow up with them based on that information. Say they had their eyes on a new Canon SLR camera. You can follow up with emails that boast the camera\'s features, share positive reviews and even upsell with accessories. Learn more about setting up your website to track your subscribers. Date and Time. Say you have an event planned and want to send emails ready to go based on the date of that events. This entry allows you to send date and time-based campaigns, to make sure you\'re building excitement for your events at the correct moment. Actions & Conditions Next, you can either add an action or a condition. Actions execute tasks for you. Use conditions to send your subscribers through different paths. This can mean sending follow-up emails based on whether or not an email was opened or moving an email address to a different list following a conversion. It even includes website engagement! Here are some examples of Actions: Wait Time. This action allows you to set the pace of a journey. Without this, all of our emails would be triggered at once. As an example, if you wanted to trigger an email based on a previous open or click, you can add in a little bit of a wait time, so the next email isn’t sent right after the last one was opened. This way you have the chance to give a little bit of breathing room for you and your subscriber. You can set wait times to minutes, hours or even months. Send Email. As it’s named, this action allows you to send an email. Make each one count! Add to List. Based on how a subscriber is engaging with a specific journey, it may be time to move them to a new list. As an example, if you have a list of leads you’ll want to move them to the paying customer list once they’ve converted. Remove From List. Continuing the above example, you’ll want to remove a subscriber from a leads list once they have converted. Here are a few ways to use Conditions: Is In List. Some steps of your journey may only apply to a certain subset of your subscribers. If you’re a pet shop, you may only want to send a campaign about new cat toys to your subscribers who own a cat, whereas dog owners may feel you don’t understand their needs if they were to receive that campaign. Website Activity. There are different types of leads. One who has already visited a specific page on your website may even be considered a hot lead. Following up with those should be a priority and this condition makes it easy. Email Engagement. This condition allows you to follow up with subscribers in your journey based on how they interact with your email campaigns. Say you’ve got a webinar coming up. You can send an initial email to promote the webinar. Those that have registered after the first campaign need not receive more invitations. However, if subscribers didn’t open an email or failed to click the register link, they may require additional reminders. If / Else. This allows you to really dig deep into the customization of your customer journey. It determines what contributing factors will trigger the next portion of the campaign. This is a combination of the above conditions, which will allow you to send subscribers down specific paths within a journey. For example, if they’re in List A and has engaged with five emails, send email Z. If not, don’t send anything. Activating Your Journey You will be ready to activate a journey once you’ve defined the behavior of your entries, actions and conditions. This means each step of the way has been carefully constructed to execute the goal of your automation. Template Module Benchmark has created several templates you can choose from which demonstrate various strategies that can be executed with Automation Pro. All you’ll need to do is fill out the details. Click on each entry, action and condition to define their behaviors. Some of these templates will give you ideas on how to Onboard new subscribers or how to create a journey that will turn subscribers into customers and keep them coming back! Additional FAQs What Is Automation Pro? Can I Use Automation Pro? Can I Edit My Journey In Automation Pro? How Long Does Benchmark Track Subscribers? How Does Benchmark Email Track Website Activity? Will I Be Able To Reactivate My Journey?


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Introducing Our New Email Engagement Automation

Introducing Our New Email Engagement Automation

Product & Design • August 4, 2016

We are excited to present to you the newest feature of our application! As a Benchmark user, you may already be familiar with our current autoresponder feature. This feature allows you to send out a sequence of emails based on three different triggers: When a customer subscribes to a list A recurring date related to a subscriber such as their birthday or anniversary A specific date related to a subscriber If you haven’t tried the feature yet, using the \"When a customer subscribes to a list” trigger from the list above is one of the most basic, yet most powerful automations. It automatically sends a stream of emails that go out to new subscribers after they sign up. The autoresponder is a crucial and powerful type of automation that will remain in the quiver for our users with a new name - “List Based Automation.” This feature has always been and will continue to be free. Understanding the New Feature In an effort to provide users with more options for email automation, we have now moved autoresponders under the umbrella of “Automations.” As you explore the new automation section, you will notice that the first addition is based on email engagement and consists of three triggers: A subscriber opens an email A subscriber clicks any link in an email A subscriber clicks a specific URL in an email Let’s take a look at how we could use some of these triggers to segment subscribers. For example, if I owned a boat company, I might set up an automation to segment my subscribers into two groups for me: One that is interested in wind-powered vessels, and another that is interested in motor-powered vessels. After the feature segments them into the two groups, they can automatically receive curated content based on their interests. To do this, I would first send an email that contains content that includes information related to both types of boats. This could include things such as user manuals, a featured article, some stats based on research, or a discount on a product. Each type of content in the email would be connected to a URL for my subscribers to click. I would use the “A subscriber clicks a specific URL in an email” trigger, to create two automations - one to send emails to the wind vessel subscribers, and another to send emails to the motor powered subscribers. To begin sending tailored content to each of the two groups, I would select the original email that I sent and the URL that pertains to the appropriate group. The feature would then automatically send the curated content to each of the two lists. What about something more simple? Here is another example using the “a subscriber opens an email” trigger. Let’s say I have a customer base and want our highest engaged subscribers to purchase from a promotion. In the dropdown menu, I could select a recent campaign I sent to all of my subscribers. The selected trigger above will then only send the emails I set up to go to subscribers who had opened the previous campaign. It is helpful to note that our Targeted Emailing tool also has the power of segmenting subscribers. The difference is that you save them to lists instead of adding them to an email automation. We are pretty giddy about our other upcoming automations features and can’t wait to share them with you all later this year! Until then, we hope you enjoy our latest addition and look forward to seeing how you all use it.


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