{"id":8984,"date":"2024-10-16T14:11:55","date_gmt":"2024-10-16T14:11:55","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/7-creative-email-automations-for-non-ecommerce-brands\/"},"modified":"2024-10-16T14:11:55","modified_gmt":"2024-10-16T14:11:55","slug":"7-creative-email-automations-for-non-ecommerce-brands","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/7-creative-email-automations-for-non-ecommerce-brands\/","title":{"rendered":"7 creative email automations for non-ecommerce brands"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>When the subject of email automations comes up, many non-email marketing folks think of the good old abandon-cart email (\u201cYou\u2019re so close to getting a great product!\u201d). Yes, <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-email-marketers-guide-to-effective-marketing-automation\/\" target=\"_blank\">email automation<\/a> is particularly great for ecommerce brands. But they\u2019re also useful for brands in almost every other vertical, including CPG and B2B.<\/p>\n<p>Below are some of my favorite automations for non-ecommerce brands:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The welcome series.<\/li>\n<li>Post-purchase reviews solicitations.<\/li>\n<li>\u201cWhere to buy.\u201d\u00a0<\/li>\n<li>Post-coupon engagement.<\/li>\n<li>Quiz follow-ups.<\/li>\n<li>Lead nurturing.<\/li>\n<li>Re-engagement.<\/li>\n<\/ul>\n<p>Before I discuss each in more detail, a reminder is that automations work best with \u2014 and often depend on \u2014 audience segmentation and personalization. If you\u2019re unsure your CRM\u2019s audience segmentation is clean and distinct,\u00a0 prioritize that initiative before trying automation.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-the-welcome-series\">1. The welcome series<\/h2>\n<p>A well-crafted <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/welcome-emails-have-best-click-to-open\/\" target=\"_blank\">welcome series<\/a> will give you lots of information about your user. Use your welcome series to introduce different themes to see which are most engaging to the user, then tailor your follow-ups accordingly.<\/p>\n<p>For instance, if you\u2019re a CPG toothpaste brand, consider setting up modules to help users tell you their relevant interests. Think tartar control, teeth whitening, toothpaste for kids, etc. Use those interests to build audience segments with their own email journeys.<\/p>\n<p>I\u2019ve seen plenty of brands that use welcome emails but stay generic. This doesn\u2019t achieve much for either the brand or the user. People will almost always respond best to more personalized emails.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-post-purchase-product-review-requests-nbsp\">2. Post-purchase product review requests\u00a0<\/h2>\n<p>Product-wise, it\u2019s a lot easier for ecommerce brands to track purchases than it is for CPG brands, but CPG brands can get strong indicators of product interest \u2014 for instance, the user navigates to a particular product page on the brand site.\u00a0<\/p>\n<p>In those instances (and especially if the page is visited more than once), we\u2019ve had success setting up automations that go out around two weeks after those page visits, asking users to write a product review.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/why-its-time-to-rethink-your-feedback-emails-and-how-to-do-it-right\/\" target=\"_blank\"><strong><em>Why it\u2019s time to rethink your feedback emails and how to do it right<\/em><\/strong>\u00a0<\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-where-to-buy-nbsp\">3. \u2018Where to buy\u2019\u00a0<\/h2>\n<p>For CPG brands or franchise retailers without an ecommerce component, \u201cWhere to buy\u201d automations are great, value-providing follow-ups for users who view product-specific pages or content.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-post-coupon-engagement-nbsp\">4. Post-coupon engagement\u00a0<\/h2>\n<p>One trigger I recommend for brands leveraging coupons in their email campaigns is to set up \u201cwhere to buy\u201d or review request emails an appropriate amount of time (which may vary by product) after folks engage with or redeem a coupon on a site or in an email.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/declining-customer-feedback-and-loyalty-growing-ai-skepticism\/\" target=\"_blank\">Declining customer feedback and loyalty, growing AI skepticism<\/a><\/em><\/strong><\/p>\n<p>Again, unless you\u2019re piping in third-party offline data to know whether a customer made a purchase, you can\u2019t be sure that a coupon was redeemed. Still, it\u2019s an extremely strong indicator of purchase likelihood.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-5-survey-or-quiz-follow-ups\">5. Survey or quiz follow-ups<\/h2>\n<p>Using quizzes or surveys, especially as part of the welcome series to gather information about your new subscribers, is a great way to engage users early on.\u00a0<\/p>\n<p>It also provides great material for automating follow-ups. If, say, you\u2019re an outerwear CPG brand, using a product page trigger to send a personalized survey (e.g., \u201cTell us more about your perfect fishing day\u201d for someone who visits a page of hip waders) can give you another layer of information about your users for further relevant sends.\u00a0<\/p>\n<p>For example, if someone says their best fishing day is ice fishing on a lake in Minnesota and you sell cold weather gear, you\u2019ve got lots of material for great trigger-based automations touting your products\u2019 benefits in the winter.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/6-must-have-underused-email-marketing-automations\/\" target=\"_blank\">6 must-have, underused email marketing automations<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-6-lead-nurturing\">6. Lead nurturing<\/h2>\n<p>This one doesn\u2019t have to be specific to B2B. It can apply to big-ticket items that require tons of consideration and don\u2019t normally happen online (think: buying a vehicle).\u00a0<\/p>\n<p>Based on different lead statuses in your CRM (MQL, SQL, visited a \u201cmake an appointment at the dealership\u201d page, etc.), you can trigger emails to go out based on product or service of interest.\u00a0<\/p>\n<p>Be sure to work with your sales team so they have plenty of time to do outreach before handing it back to marketing. We have seen occurrences where a cold sales lead reactivates months later with an automated email to test interest. This is a signal for the sales team to get involved again.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-7-re-engagement\">7. Re-engagement<\/h2>\n<p>In this day and age, with Gmail and Yahoo spam guidelines in place, I recommend <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/subscriber-acquisition-best-practices-following-gmails-spam-update\/\" target=\"_blank\">getting aggressive about removing unengaged subscribers<\/a> \u2014 particularly new ones \u2014 from your active campaigns and putting them in their own unengaged list.\u00a0<\/p>\n<p>With those guidelines in place, it\u2019s easier (and more justifiable) to build standalone re-engagement journeys. The trigger could be as simple as \u201cX days after adding them to the unengaged list\u201d \u2014 and in that case, that interval is a number you\u2019ll want to test to see what gets the best results.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/how-to-create-a-re-engagement-strategy-that-doesnt-insult-your-subscribers\/\" target=\"_blank\"><strong><em>How to create a re-engagement strategy that doesn\u2019t insult your subscribers<\/em><\/strong><\/a><\/p>\n<p>There\u2019s no bad time to start setting these up in your ESP. Make sure you\u2019re also building a testing strategy to catch any potential hiccups before you roll these out to your subscribers. My hunch is that once you build your automation skills, you\u2019ll spot other valuable use cases for your business.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/7-creative-email-automations-for-non-ecommerce-brands\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>When the subject of email automations comes up, many non-email marketing folks think of the good old abandon-cart email (\u201cYou\u2019re so close to getting a great product!\u201d). Yes, email automation is particularly great for ecommerce brands. But they\u2019re also useful for brands in almost every other vertical, including CPG and B2B. Below are some of [&hellip;]<\/p>","protected":false},"author":3,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8984","post","type-post","status-publish","format-standard","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 creative email automations for non-ecommerce brands - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/okdesign.ca\/fr\/7-creative-email-automations-for-non-ecommerce-brands\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 creative email automations for non-ecommerce brands\" \/>\n<meta property=\"og:description\" content=\"When the subject of email automations comes up, many non-email marketing folks think of the good old abandon-cart email (\u201cYou\u2019re so close to getting a great product!\u201d). 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