In the realm of digital marketing, email automation is often associated with ecommerce brands. However, non-ecommerce brands can also leverage this powerful tool to enhance customer engagement and streamline communication. From consumer packaged goods (CPG) to B2B enterprises, email automation offers a myriad of opportunities to connect with audiences effectively. Here, we explore seven creative email automation strategies that non-ecommerce brands can implement to maximize their marketing efforts.
## Understanding the Power of Email Automation
Email automation refers to the use of software to send targeted emails to subscribers based on predefined triggers or schedules. This approach not only saves time but also ensures that messages are timely and relevant. For non-ecommerce brands, the goal is to build relationships, foster loyalty, and drive engagement without direct sales as the primary focus.
## 1. Crafting an Engaging Welcome Series
A well-designed welcome series sets the tone for your brand’s relationship with new subscribers. It’s an opportunity to introduce your brand values, highlight key offerings, and gather valuable insights about your audience. Personalization is crucial here; consider segmenting your audience based on their interests or preferences expressed during sign-up. For instance, if you’re a CPG company specializing in health products, tailor your welcome emails to address specific health concerns or goals.
## 2. Encouraging Product Reviews Post-Interaction
While ecommerce brands typically request reviews post-purchase, non-ecommerce brands can adopt a similar strategy after significant interactions. If a user frequently visits a product page or engages with content related to a specific service, trigger an email asking for feedback or a review. This not only provides social proof but also deepens customer engagement by making them feel valued.
## 3. Implementing ‘Where to Buy’ Automations
For brands with physical products available through various retailers, ‘where to buy’ emails can be extremely beneficial. After a user shows interest in a product online, send them information about nearby retailers or stockists. This not only aids in conversion but also enhances the customer experience by providing convenient purchasing options.
## 4. Leveraging Post-Coupon Engagement
Coupons are a powerful tool for driving interest and engagement. Once a customer redeems or interacts with a coupon, follow up with an email that guides them towards further actions. Whether it’s a reminder of the coupon’s expiration or suggestions for complementary products, post-coupon emails can maintain momentum and encourage further interaction.
## 5. Utilizing Survey and Quiz Follow-Ups
Surveys and quizzes are excellent for gathering data and engaging users. After a subscriber completes a quiz or survey, use their responses to send personalized follow-up emails. For example, if a subscriber indicates a preference for eco-friendly products, tailor subsequent emails to highlight your sustainable offerings.
## 6. Developing a Robust Lead Nurturing Program
Lead nurturing isn’t just for B2B brands. Any company dealing with high-consideration products or services can benefit from nurturing leads through targeted email campaigns. Use CRM data to segment leads based on their stage in the buying process, and deliver content that addresses their specific needs or pain points.
## 7. Designing Effective Re-Engagement Campaigns
Subscriber inactivity is inevitable, but re-engagement campaigns can help revive interest. Identify inactive subscribers and create a series of emails aimed at rekindling their interest. Offer exclusive content, special promotions, or simply remind them of the benefits of staying connected with your brand.
## Conclusion
Email automation is a versatile tool that extends beyond ecommerce. By implementing these creative strategies, non-ecommerce brands can enhance their marketing efforts, build stronger customer relationships, and ultimately drive better business outcomes. As you develop your email automation strategy, remember to focus on personalization and relevance to truly resonate with your audience.