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Email marketing automation with the mailworx workflow editor

What is email marketing automation and what's the benefit of automation at all? You might have asked these questions to yourself, when you have heard about this term. In this whitepaper, we would like to answer as many questions as possible about marketing automation and the mailworx workflow editor.

 

General questions

What is email marketing automation?

Why is there an increasing number of companies who use marketing automation?

 

Working with the mailworx workflow editor

How does the mailworx workflow editor work?

Which marketing automation triggers are available and how can I use them?

Which actions are available and how do I use them correctly?

How can I integrate conditions in the workflow editor and which filter options are available?

When is a workflow active?

What are multiple runs and when should I disable them?

Is an import also a possible trigger for a workflow?

 

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What is email marketing automation?

Email marketing automation is an intelligent and automated dialogue with leads or customers, supported by modern technologies and software. Marketing automation is not intended to replace the human one-to-one communication, but to support it.

Companies that want to grow are faced with the challenge of managing more and more customers with fewer resources. Additionally, the customers are more demanding than before, require more information and expect first-class service. Marketing automation is not limited to marketing activities, but it is ideal for simplifying the sales process and putting customer support on a professional level.

The automation of email marketing starts with simple auto-responders or trigger mails and goes up to multi-level campaigns, which consider the individual behavior of your subscribers.

The "big ones" have been around for a long time - now it's the time for small and medium-sized businesses to discover the advantages of automation. Email marketing automation is not just reserved for the e-commerce sector. With the mailworx workflow editor, marketing automation is affordable and easy to use for companies of all sizes and industries.

 

What is email marketing automation?

Today, marketing is even more complex than it was a few years ago. Email Marketing, Content marketing, Lead Generation, Conversion Optimization, Customer Relations, analyzing and optimizing. The list of tasks does not seems to end for a marketing manager. 

Marketing automation tools are needed to ensure that marketing measures do not become a bottomless pit. They support you to manage the customer communication in the various departments - from marketing to sales to the helpdesk. There are many good reasons why successful companies are now focusing on marketing automation.

  • Reduce complexity - optimize processes
    Modern communication considers the different needs of the customers. Marketing automation creates the optimal balance between individual communication and consistent processes, which are easy to understand for everyone. The good traceability of communication processes and customer reactions is the most important condition for optimizing the communication, increasing customer satisfaction and revenue.
     
  • 24/7 support for your customers
    It is not necessary that your employers have to be ready for a call every day and night. 24/7 support can be automated in a certain way. With triggered query responses, you can satisfy your customers with a quick answer to their concerns.
     
  • Encourage loyalty and interaction
    The offerings on the market are more transparent than ever. Accordingly, the readiness to switch to other providers is increasing. However, how do you gain the loyalty of the customers and tie them closer to your company? Use your communication to influence the perception of your company positively and to remain in the mind of your customers. An active interaction with the customer is a clear sign of loyalty. Even if a customer does not react to your mailings or offers, you have to stay on the ball. Marketing automation helps you to stay in touch with your customers. Automated campaigns do the right thing in de right moment.
 

How does the mailworx workflow editor work?

There are different elements to work with in the workflow editor: In addition to triggers that automatically start your workflow, there are filter elements you can use for certain conditions and connecting those to further actions.  

You can find the workflow editor in the menu under Campaigns - Marketing Automation - Workflow Editor. Add a new workflow, give it a meaningful name and click "Add and edit". The editing area "Workflow process" appears. Click on the button with the plus and select a trigger to start your workflow.

As soon as you have chosen a trigger, the element is integrated in the editing area. If you move your mouse over the element, a toolbar will appear and you have the possibility to

  • call up the settings of the element,
  • delete it or
  • add another element.
 

Which marketing automation triggers are available and how can I use them?

Currently you have the possibility to add the following triggers in the mailworx workflow editor:

EMAIL CAMPAIGN HAS BEEN SENT

The workflow starts as soon as the selected campaign has been sent. This can be a regular or an event-driven campaign.

 

Example
You can send a promotional mailing (trigger) to a selected target group. After three days, you want to remember all subscribers who haven't opened the email or haven't redeem their voucher yet.

 

FORM HAS BEEN SUBMITTED

The workflow starts as soon as the selected form has been submitted.

 

Example
A classic application for this trigger is the newsletter registration with a welcome mail. However, many other applications are possible, such as a satisfaction survey, the download of an e-book via online form, etc.

 

DATE OF SUBSCRIBER FIELD HAS BEEN REACHED

To use this trigger there has to be a corresponding subscriber field (date field) that contains data. You can choose whether the further action should be on the date in the field, several days before or after the respective date.

 

Example
Think about happy birthday wishes, coupon codes with a time limit or the date of the last purchase - every date of these events can be used to start a workflow.

 

SOME LINK HAS BEEN CLICKED

The trigger starts the workflow for all subscribers who have clicked at least one link in the selected campaign. The action is taking right after the link click.

 

Note
The trigger also includes clicks on static links (e.g. changing data, unsubscribe).

 

A CERTAIN LINK HAS BEEN CLICKED

This trigger allows you to select a specific link of the campaign you have chosen.

 

Example
Your subscribers can subscribe to an information series by clicking on a link in your newsletter. 

 

IMPORTANT NOTE

Ensure that you have tested and activated your workflow before sending the triggering campaigns or using the appropriate form. Mind that the workflow doesn't work retroactively, but only from the activation.

 

Which actions are available and how do I use them correctly?

Currently you have the possibility to add the following actions in the mailworx workflow editor:

SEND EMAIL CAMPAIGN

Select the previously prepared campaign from the drop down menu.

 

Marketing Automation - Send email campaign

 

Additional functions for the action "Send email campaign":

  • Use iRated
    iRated sorts the sections of your campaign according to the interests of individual subscribers. Use the function if the order of the sections is not given and it is also possible randomly - individual to every subscriber.
  • Activate ECG list
    Members of the Austrian Robinson list are automatically excluded from the delivery.
  • Send to opt out subscribers as well
    You should not activate this checkbox as a rule, because you should definitely respect the wish to unsubscribe from your newsletters. An exception is the registration of newsletter subscribers using the double opt in process. Subscribers are opt out until they verify their email address via a link click in the confirmation mail.

 

ADD TO SUBSRIBER GROUP

You can use this action either directly after the trigger or in combination with a filter. If your trigger was "Form has been submitted" or "A certain link has been clicked", you can assign all subscribers to a static subscriber group to provide a good overview.

 

Marketing Automation - Add to subscriber group

 

Example
If a particular condition applies to a subscriber (for example, he has read the email = filter), you can automatically add it to a static subscriber group.

 

SET SUBSCRIBER FIELD VALUE

Keep subscribers' reactions, preferences and interests stored in your subscriber database - all possible through the action "Set subscriber field value".

 

Marketing Automation - Set subscriber field value

 

Example
A classic example for this action is the newsletter login according to the double opt in process. The system field "OptIn" is activated by clicking on a specific link. Within a welcome series, it is also possible to store the selected preferences for further newsletter campaigns.

 

WAIT

The wait element is very important because you usually have to wait a certain time before you take the next action or filter. Your subscribers get the possibility to respond even before the next step of the workflow is taken.

 

Marketing Automation - Wait

 

 Possible applications for the wait element:

  • Trigger "Email campaign has been sent" usually in combination with the wait element
    You know from your own experience that after sending a newsletter it can take a while until the majority of openings have taken place. As a rule, your newsletters are opened from most of your readers in the first two days after sending the campaign. If you do not use a wait element, your subscribers do not even have the chance to open your campaign.
  • Trigger with a link click
    In contrast to the example above, it's now the time of the link click (individually for each subscriber) - not the time of sending an email campaign. A wait element can, but do not have to be used in this case.
 

How can I integrate conditions in the workflow editor and which filter options are available?

You can use filters directly after triggers or actions. It's possible to use them for a better overview or to create a condition for the following actions.

Currently you have the possibility to add the following filter options in the mailworx workflow editor:

  • Subscriber is in subscriber group
    With this filter, you can address target groups differently, for example, to send different campaigns to men and women or to adjust the integrated information to new or regular customers.
  • Certain link click
    Clicking on a specific link in the chosen campaign can be used as a trigger or as a filter.
  • Openers
    All openers of the chosen email campaign in a specific period of time.
  • Not openers
    Subscribers who didn't opened the chosen email campaign in a specific period of time.
  • Readers
    All readers (at least 8 seconds) of a certain email campaign in a specific period of time.
  • Skimmers
    All skimmers (2-8 seconds) of a certain email campaign in a specific period of time.
  • Glancers
    All glancers (up to 2 seconds) of a certain email campaign in a specific period of time.
  • Clickers
    Subscribers who have clicked at least one link in the selected campaign in a specific period of time.
  • Not clickers
    Subscribers who haven't clicked a link in the selected campaign in a specific period of time.

FILTER FOR A BETTER OVERVIEW

Let's say you are creating an information series that sends multiple campaigns to different points of time. In this case, it is interesting to see how many subscribers open each campaign. So you can quickly determine whether the series is perhaps too long, because the interest decreases rapidly after sending the third campaign.

This example shows you how to use filters not as condition before the next action, but on the same level:

FILTER AS THE CONDITION FOR THE NEXT ACTION

Not all subscribers act the same. Take the difference and act individually to their specific needs.

An example of this is the reactivation of subscribers who have not opened any newsletter for a longer time. Simply send a reactivation campaign to those. Some of the subscribers will respond and other will not - as additional benefit, you can offer them a discount or something like this. After a few days, you can set different actions for both groups. Reward the opener and ask the non-opener after a month again. If several attempts aren't working, it makes sense to deactivate them for further mailings.

The example below shows you how to use filters to set different actions depending on the behavior of the subscribers:

 

When is a workflow active?

If you click in the "Save" button, nothing happens, except of saving your actual workflow process. You can modify or extend it as you wish without affecting real-time operations. As soon as you click on the button "Activate workflow", the automated campaign is activated.

From the time the workflow is activated, you can see the number of subscribers who are currently running through each element. You can no longer edit the workflow, unless you disable it again. In this case, however, you should be aware that the evaluation (the number of subscribers in the workflow overview) is getting lost. Other areas remain unaffected.

 

What are multiple runs and when should I disable them?

If the checkbox "Allow repeated triggering of the workflow for each subscriber" is activated, the workflow starts several times - provided that the trigger can be repeated. If your trigger is, for example, a click on a link, the multiple pass should be disabled. When it comes to campaigns that should be repeated annually (e.g. birthday mailings), it is clever to enable the start of the workflow again.

Example

  • Multiple runs enabled
    birthday, anniversary
  • Multiple runs disabled
    satisfaction survey, info series
 

Is an import also a possible trigger for a workflow?

Yes, this is possible if the action should only perform for new imported subscribers - not for subscribers who are already in the system and will be updated by the import. Therefore, chose the trigger "Date of subscriber field has been reached". In the drop down menu, you can select the subscriber field "Creation date". This date is automatically saved by the system.

Mind that after the trigger you have to filter the same subscriber group you are using for the import. So you make sure that the workflow do not trigger all new created subscribers - only those of your import. After this filter, you can set any additional filters or actions.

 

Example

  • Set values of subscriber fields after an import
    Advantage: The import file does not have to be supplemented by additional fields.
  • Send a campaign after the import
    You can also send different campaigns, depending on the interests of the new subscribers.
  • Assign subscribers to another subscriber group
    When you use the classic import process, you can only select one static subscriber group. With the workflow editor, it is possible to choose more and with specific filters.

 

Note
The examples above can also be applied to subscribers who have been created via a form or manually. If you do not use a filter for the specific target group after the filter, the workflow applies to all new created subscribers, no matter how they came into the system.