When workflows are in place, they help generate up to 30% of your online revenue
Salesforce (Lightning, Pardot, HVS and Einstein)
As a CRM Salesforce is very powerful. If your organization is sending marketing emails and also need to integrate your sales team so that they are communicating the proper message. Salesforce’s Pardot, and or Engage formerly known as HVS provides the best of both worlds. You’re also able to integrate Outlook so that the sales team can use Outlook and Salesforce interchangeably. The same way you set up automations for your marketing emails, you can now do the same with Cadences within Salesforce so that the emails are automated but now the Sales team knows when an email was opened and more.
Planning for the Journey
Before any email is designed, developed and deployed, The planning stage must come first. It’s during the planning stage that customer touch points need to be determined and the actions that will follow once those touch points are achieved. This is where WORKFLOWS & AUTOMATIONS begin.
Workflows & Automations
#1 Goal or objective is to become a customer. If consumer doesn’t purchase they are directed for REMARKETING via Google, Facebook (look a like campaigns), Youtube and Cart Abandonment.
If a purchase, The Welcome Series and other emails begin.
Email Creative Briefing
It is during this stage that the following items of the email should be thought out:
- The Objective – What is the goal?
- The Creative Vision
- The Message
- The Value/Benefits
- Strategy
Abandoned Cart Creative Briefs
Wireframe Birth of an Email
Create a wireframe of the layout of the email along with concepts of images and copy. Once this is done, hand-off to the copywriter and graphic design team.
Triggered Emails
This was for BtoB. When an action or an email will trigger an event to happen
Goal is to turn a PROSPECT into a BUYER
Interested Stage
Once a LEAD has our catalog we send them a series of 4 emails to get them to apply.
- How the process works (wait 3 days)
- Top 4 reasons to apply (wait 3 days)
- Why Bed & Brand (wait 3 days)
- Private label (Exit)
Goal of the 4 emails is to build confidence, trust and excitement to be a part of Bed & Brand.
Email 1: How the process works
Approval Stage
Once a LEAD becomes a prospect and has filed the application, they will receive an APPROVED or DENIED email.
Approved Email has a link to CALENDLY to set up an onboarding call with sales rep.
Denied & Approved Email
BtoB Emails
Eng & Esp. ESP was for Smart Bamboo (Mexico)
The Why Factor
Why does customer need the product (Problem/Solution)
BUYER – Why are they here | How to describe that resonates with customer.
- Here’s What you need
- Here’s Why you need it
- Here’s how this item was helpful to others Just Like You
Motivational & Tip emails to Business Owners
Bed & Brand provided marketing tips, advice, and assets for business owners.
e-Commerce eMail
Everyone is either a customer or you want them to become a customer therefore each person should be handled differently.
Goal is to turn a PROSPECT into a BUYER
e-Commerce eMail
This client wanted a Welcome Series for (Buyers) and Retention emails.
Estée Lauder
Sample Emails
These are just a few of the dozens of emails I built for the Estée Lauder cosmetics brand during the Holiday season of 2020.
(M.A.C., BECCA, Clinique, La Mer, Jo Malone and more)
Website Visitor Lifecycle
Customer Funnel Stages
We should always bring the consumer to the next stage of the cycle
Linear Funnel & Branch Funnel Process
Email Audit
Your Brand’s Marketing Channel
Should be done quarterly – Don’t allow something to slip through the cracks.
WHY: Opportunity to break down your performance & Take a look at the entire customer journey from a high level as well as an analytical viewpoint.
LIST / SEGMENTATION – How Does Someone Identify
Top Level Dimensions
Ideally, you want to keep your list to a minimum and then work in segments
EX: Industry (Retail, Non-Profit, Gov’t, Hospitality)
Job Role
Company Size
How aware are they of your product
Demographics (Age, Gender, Location)
TESTIMONIALS & CASE STUDIES may work based on who they are
