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How do you move leads through the funnel with email automation?

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Email automation is a powerful tool for lead generation, but it can also be tricky to use effectively. How do you create and send the right messages to the right leads at the right time? How do you move them through the funnel from awareness to interest to decision to action? In this article, you will learn some best practices for email automation that can help you convert more leads and grow your business.

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Anoop Mundhra

Linkedin Top Voice | Ed Tech Founder & Digital Strategist | Social Media Architect | Education Marketing Expert |…
Deidre Hudson

Revenue Marketing | GTM Leader | VP, CMO | Part-time Author & Speaker | Life-long Learner | Ecstatic Board Member
Meseret Gashaye

Strategically Driving Success in Email & Digital Marketing | Maximizing Engagement & Growth for Your Business | Let's…

1 Define your goals

Before you start setting up your email automation, you need to have a clear idea of what you want to achieve. What are the main objectives of your email campaign? Who are your target audience and what are their pain points? How do you measure your success and track your progress? Having SMART goals (specific, measurable, achievable, relevant, and time-bound) can help you plan your email automation strategy and optimize your results.

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Anoop Mundhra

Linkedin Top Voice | Ed Tech Founder & Digital Strategist | Social Media Architect | Education Marketing Expert | Generative AI advocate | Performance marketing
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Email automation is the silent salesperson in your digital marketing toolbox. Here's the funnel: 1. Build an Email List: Your journey starts here. Use lead magnets, webinars, or free trials to get people to sign up. 2. Segment Your Audience: Understand their behaviors, preferences, and needs to create relevant experiences. 3. Create Personalized Content: Tailor your emails to your audience's needs and preferences. 4. Automate Your Emails: Use tools to send out your emails at the right time. 5. Analyze and Optimize: Look at how your emails are performing. Use this data to optimize your future emails. Remember, email automation is about creating meaningful interactions that move your leads one step closer to making a purchase.

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2 Segment your leads

Not all leads are the same, and not all leads are ready to buy from you. That's why you need to segment your leads based on different criteria, such as their source, behavior, stage in the funnel, interests, preferences, and demographics. Segmenting your leads can help you tailor your email messages to their needs and expectations, and increase your open, click, and conversion rates. You can use tools like lead scoring, lead magnets, surveys, and quizzes to collect and analyze data about your leads and segment them accordingly.

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Deidre Hudson

Revenue Marketing | GTM Leader | VP, CMO | Part-time Author & Speaker | Life-long Learner | Ecstatic Board Member
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Build out an automation by segmenting your leads based on the needs they seem to have, which you can identify based on the content consumed and other behavior patterns. You should have content on your site tagged not only so visitors can find what they are looking for but also based on the need the content is addressing.

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3 Map your content

Once you have segmented your leads, you need to map your content to each segment and each stage of the funnel. Content mapping is the process of creating and delivering relevant and valuable content to your leads based on their profile and position in the buyer's journey. Content mapping can help you nurture your leads and guide them through the funnel, from awareness to interest to decision to action. You can use different types of content, such as blogs, ebooks, webinars, case studies, testimonials, and offers, to educate, persuade, and motivate your leads to take the next step.

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4 Set up your triggers

Now that you have your content ready, you need to set up your triggers for your email automation. Triggers are the events or actions that initiate your email messages to your leads. For example, a trigger can be a lead subscribing to your newsletter, downloading your ebook, visiting your website, or filling out a form. Triggers can help you send timely and relevant messages to your leads and increase your engagement and response rates. You can use tools like workflows, rules, and conditions to automate your triggers and create personalized and dynamic email sequences.

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Meseret Gashaye

Strategically Driving Success in Email & Digital Marketing | Maximizing Engagement & Growth for Your Business | Let's Elevate Your Brand Together! ??????
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Triggered Emails: Triggered emails are sent based on specific actions or events, such as a lead subscribing to your newsletter, abandoning a cart, or completing a purchase. These emails are highly effective as they deliver timely and relevant messages, increasing the chances of conversion. Use triggered emails to follow up on specific actions and provide personalized recommendations or offers.

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5 Test and optimize

The last step of your email automation is to test and optimize your email messages and campaigns. Testing and optimizing can help you improve your email performance and achieve your goals. You can use tools like A/B testing, analytics, and feedback to measure and evaluate your email metrics, such as open rate, click rate, bounce rate, conversion rate, and ROI. You can also use tools like spam checkers, subject line testers, and preview tools to ensure your email messages are deliverable, attractive, and readable. Based on your results, you can make changes and adjustments to your email content, design, timing, frequency, and segmentation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you move leads through the funnel with email automation?

1

2

3

4

5

6

1 Define your goals

2 Segment your leads

3 Map your content

4 Set up your triggers

5 Test and optimize

6 Here’s what else to consider

Lead Generation

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How do you move leads through the funnel with email automation?

1

2

3

4

5

6

1 Define your goals

2 Segment your leads

3 Map your content

4 Set up your triggers

5 Test and optimize

6 Here’s what else to consider

Lead Generation

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