How do you use email marketing automation to nurture leads and increase conversions?

La automatización del marketing por correo electrónico es el uso de software para enviar correos personalizados de forma automática, según acciones o características del usuario. Por ejemplo, si alguien se registra en tu sitio, puede recibir un email de bienvenida sin que tengas que enviarlo manualmente. Esto permite: - Ahorrar tiempo y mantener contacto constante. - Enviar mensajes relevantes según el comportamiento del usuario (como compras, clics o abandono de carrito). - Nutrir leads y guiarlos por el embudo de ventas. - Mejorar la conversión con contenido oportuno y personalizado.

It's doing more with less. It's empowering a small team to work like a large one. It's the result of slowing down, so you can go fast.

Imagine if you could be your absolute best for every single prospect interaction. That's the magic that automation nudges you closer to.

To get started, search online and talk with your colleagues to compile a list of vendors. Create a spreadsheet template to compare vendors. Determine relevant criteria for your organization to include in the comparison template. This could include, for example: email features, dedicated account managers, costs, ability to customize, case studies and client references, types of emails you need, testing features, metrics and analytics available within the platform, training available, 24/7 customer service, and if the vendor will allow you to test. Include key stakeholders internally and externally (for example, agency or consultant partners) in the process to evaluate vendors and choose the vendor best for your organization.

The list of automation tools is very long and growing fast! Some of the newer options like Vbout and SuiteDash offer spectacular savings when compared to the entrenched saas options like Salesforce, HubSpot, etc. The most important step, however, isn't picking your toolset. Your first and most important step in your automation journey is to Clarify your Processes. If you don't put this first, you'll end up paying for a tool that you're not ready to use.

1. Clarify your processes - document every step in a particular journey you'd like to take a prospect/client/employee on. 2. Repeat this until you have a clear communication SOP. 3. In those steps, you've clarified what needs to be accomplished, which empowers you to wisely choose the toolset that actually meets your needs. 4. Build out the journeys you've already clarified in your SOP, using your chosen toolset. 5. Watch carefully to catch errors in the system to mitigate prospect pain and gain trust. 6. Now, you're in the review and improve cycle, and p.s. you're an automation rock star! :)

1. Clarify your end goals for every prospect/client/employee journey. 2. Then ask yourself how you'd measure that. The answer will be a "Key Performance Indicator" or KPI. This is how you can measure overall success or failure for any particular journey. For example, if one of your goals is to capture input from clients, you'd track form submissions and report that as a percentage of the total forms you desired the client to complete. 3. Hard vs Soft KPIs - The above example is very cut and dry. It's hard data. But often, our goals for a journey are soft, like we want our employees to feel appreciated. This requires further clarifying what "feeling appreciated" looks and sounds like, so it can be defined and tracked.

The rise of AI is quickly democratizing automation. We're seeing it in tools like Voiceform to empower the collection of spoken form responses for analysis at scale. Descript can use AI to add your own voice into modified scripts without having to re-record. This is a very exciting time to be alive and automating... just remember, it starts with slowing down first. ;)