In the first part of our series, we already talked about the processes as well as the focuses of the regular newsletters. According to our head of marketing, Melanie Wimmer, today we are talking about the really exciting things in email marketing: automated email campaigns.
How important is email marketing automation to mailworx?
In addition to the regular mailings, we are working very intensively with automated email marketing campaigns. Since the practical mailworx workflow editor is available, we are constantly improving our processes. Regularly, I look at the current cases and generate ideas on how to support them through marketing automation. Most of the time it’s all about the connection between sales and marketing. The common goal: turning leads into customers.
Do integration to third-party systems play a major role in this context?
Definitely. I think that especially the area of email marketing automation as well as various integrations to third-party systems are the two most important topics for the near future. I would recommend to all of you to deal with these cases as soon as possible in order to stay competitive. Often external systems have important information that is also relevant for your email marketing. For example, CRM plays an important role for us in this case. With the mailworx CRM online connector for Microsoft Dynamics CRM, we get relevant information directly into our subscriber database. The newly generated data will be used in the next step for automated campaigns.
Could you explain two examples in more detail?
I’d be glad to. Maybe I will refer to the two target groups of our newsletter marketing activities: the current mailworx users and those who want to be or at least show interest in the software.
We want to welcome new users with an automated campaign in order to give them the most important information about the software as well as useful email marketing tips. We have divided the topics into three individual campaigns, which should support the user during the first days of working with mailworx. The trigger of the workflow is the creation date of the subscriber. In the next step, we filter whether or not the newly created subscriber is a mailworx user. In the first part of the campaign, the user can sign up for our welcome series – if he or she clicks on the appropriate link, the subscriber will be provided with the relevant information for the next three days. We’ve set up the workflow once and now it’s sent fully automated – I have no effort with it anymore.
Talking about convincing leads to become customers, we work closely with our sales team. We want to provide everyone who is interested in the newsletter software mailworx with more information. For this purpose, we have a prepared email campaign available in our account. Previously, this campaign had to be sent manually by our sales persons. Thanks to the interface to our CRM and the mailworx workflow editor, this process is now fully automated. The respective employee only has to fill in a field with the actual date in CRM. This information is sent to mailworx via the synchronization. The entered date serves as the starting point of the workflow, which automatically sends the campaign to the respective recipient.
Have you ever implemented a very complex workflow?
As I’ve already mentioned, we are constantly working on improvements and think through various processes or consider how we can optimize them by using email marketing automation. However, I can remember a workflow that was very challenging. We did not implement this for mailworx itself, but rather for one of our other products. It is about the support of the software login process including a 30 days free trial.
If the user requests the 30 days free trial period, this is also the start for the workflow. Through various information via the interface to the software, we have the needed information about the user activities. With that information, we create corresponding subscriber groups in mailworx to check the current status of the user. This way we know whether the user has already logged in once, whether the account has been activated yet or how many days of the test phase have already expired. We use this information to individualize the communication with the respective users. Therefore, the tester receives exactly those email campaigns and information that is interesting for him at this time.
The implementation of this process has shown the power of the mailworx workflow editor. In my opinion, this is the best example to show the enormous time-savings that can be gained through automated processes. In the past, I dealt with each user individually and sent the appropriate campaigns manually – this is now fully automated. Of course, it was challenging to create the process, but the result is worth it.
What do you recommend to people who are new to email marketing automation?
Just take the time to think about what’s possible in your business. What processes are there and how could they be supported by email marketing automation? Gather your ideas and start with a small improvement to get to know the sophistication of the mailworx workflow editor.
Move slightly into the more complex direction. Therefore, I like to start with a small sketch on a piece of paper before starting the actual implementation. I collect my ideas and bring them into a helpful structure. Afterwards, you can take all needed preparations, such as the integration to third-party systems or creating subscriber groups, which you may need as a filter in your workflow. The actual implementation in the mailworx workflow won’t be that time-consuming anymore.
In addition, our mailworx service crew is always happy to assist you with any questions and give you a closer look at the functions of the mailworx workflow editor in a workshop.