This document discusses email marketing automation. It begins by explaining why email marketing is still an important channel, noting that it is a cost-effective way to strengthen customer relationships when best practices are followed. It then discusses how to send the right email to the right person through audience segmentation and tailored content. Finally, it covers why automating emails through marketing workflows is beneficial, allowing marketers to nurture leads through goal-driven sequences instead of one-size-fits-all messaging. Proper goal setting, list segmentation, and testing are keys to success with email automation.

1. EMAIL MARKETING AND
AUTOMATION.
Evan Dean
Senior Channel Consultant
@HubSpot @InBoundEvan

2. Guest Speaker:
Evan Dean
@InBoundEvan

3. 1 Why email marketing is (still) important
2 How to send the right email to the right person
3 Why automate your emails
4 How to successfully automate your marketing
AGENDA

5. WHY EMAIL
MARKETING IS
(STILL) IMPORTANT.1

6. Here’s what most
people
think about email.
FLICKR USER THOMAS ROUSING

7. “Email marketing is…”
SPAMMY
OUTBOUND
OLD SCHOOL

8. Email can be one of your
most effective channels when you
use inbound best practices.

9. FLICKR USER THE BROKEN ONE
Email is a cost-effective way to strengthen
relationships with customers, upsell products,
and reduce churn.

10. Marketers who say
they use email more
today than they did
three years ago.
EMAIL IS GROWING.
SOURCE: DIRECT MARKETING ASSOCIATION

11. HOW TO SEND THE
RIGHT EMAIL TO THE
RIGHT PERSON2

12. Emails should
add value, not
ask for it.

13. Determine who your audience is
HOW TO SEND THE RIGHT EMAIL.
1
2
3
Segment your contacts database
Send the right content at the right time

14. Right Content
Right Audience
Right Timing
SUCCESS
+

15. 1 DETERMINE WHO YOUR
AUDIENCE IS

16. BUYER PERSONAS
• Who are your ideal customers?
• What are their interests?
• What are their pain-points
• What are their behavior patterns?
• What are their motivations?
• What are their goals?

17. 2 SEGMENT YOUR
CONTACTS DATABASE

18. When you segment lists and tailor emails to
each lead, they’ll be more engaged.
FLICKR KY_OLSEN

19. This is where
segmentation
comes in.
INBOUND MARKETING STRATEGY

20. If content is king, context is GOD.

21. 39%
34%
28%
24%
24%
24%
21%
Increased Open Rates
Greater Email Relevance
Lower Opt-Out/Unsubscribe Rates
Better Deliverability
Increased Sales Leads
Greater Revenue
Greater Customer Retention % of
respondents
EMAIL LIST SEGMENTATION RESULTS
SOURCE: LYRIS, INC.

22. 3
SEND THE RIGHT
CONTENT AT THE
RIGHT TIME

23. SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

24. • Videos
• Blog posts
• Slideshares
• Free Tools
• Ebooks/Guides
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

25. • Webinars
• Case Studies
• FAQ Sheets
• Product Whitepapers
• Third-Party Reviews
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

26. • Free Trials
• ROI Reports
• Product Demos
• Consultations
• Estimates/Quotes
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

27. WHY AUTOMATE
YOUR EMAILS.3

28. LEAD NURTURING STATISTICS:
50% of leads are qualified but not yet ready
to buy. (Source: Gleanster Research)
Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers
use a full-featured marketing automation solution (Source: Forrester Research)
79% of marketing leads never convert into
sales. Lack of lead nurturing is the common
cause of this poor performance. (Source:MarketingSherpa)
Companies that excel at lead nurturing
generate 50% more sales ready leads at 33%
lower cost. (Source: Forrester Research)
Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-
nurtured leads. (Source: DemandGen Report)
Lead nurturing emails
generate an 8%
CTR compared to general
email sends, which
generate just a 3% CTR.
(Source: HubSpot)Relevant emails drive 18 times
more revenue than broadcast emails.
(Source: Jupiter Research)
Lead nurturing emails
get 4-10 times the
response rate compared
to standalone email
blasts. (Source:
SilverPop/DemandGen
Report)

29. Workflows gives you the ability to automate your
marketing to actual people, not clicks and opens.

31. HOW TO SUCCEED WITH
AUTOMATION.4

32. PERSON
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)

33. PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
INTRODUCTION
(Website Content)

34. PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website Content)

35. PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website Content)
THE PROPOSAL
(Evaluate vendor offer)

36. THE WEDDING
(Become a customer!)

37. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow

38. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow

39. CREATE WORKFLOWS WITH GOALS WITHIN A
LIFECYCLE STAGE FOR LONGER SALES CYCLES
Download EBook Attend WebinarDownload Checklist Request Demo
Workflow WorkflowWorkflowLEAD
MARKETING
QUALIFIED
LEAD

40. 3 TYPES OF WORKFLOWS:
1. Standard - Triggered by a contact's time of enrollment,
like joining a smart list or filling out a form.
2. Fixed - Triggered by a calendar date, like a webinar,
conference, or holiday
3. Property-Based - Triggered by a contact date property,
like a trial expiration date or renewal date.

41. WORKFLOWS
LISTS EMAIL

42. Goals lists should be used with all
Workflows that you developed that
have an intended outcome in mind.
Examples of contacts meeting the
criteria of a goal list include contacts
registering for a webinar or
conference, requesting a demo,
visiting a pricing page etc.
Successful Workflows never use goal lists
based on if a contact simply opens or clicks a
link in an email
WORKFLOW GOAL LISTS

43. Name
Starting
Criteria:
Goal:
Step
Step
Step
Step

44. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal: To request a consultation

45. Name HR Professionals – Improving Executive Performance
Startin
g
Criteria
:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive
Behavior Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation

46. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive Behavior
Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation
If they download this,
remove from the
Workflow and add to
a different Workflow
If not, keep in this Workflow
If not, keep in this Workflow
If they download the
eBook, remove from
the Workflow and add
to a different
Workflow

47. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive Behavior
Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation
If they download this,
remove from the
Workflow and add to
a different Workflow
If not, keep in this Workflow
If not, keep in this Workflow
If they download the
eBook, remove from
the Workflow and add
to a different
Workflow

48. This is a goal-driven
approach to nurturing.

49. Lead to MQL workflow!
Was goal reached?!
NEXT WORKFLOW!
No.! Yes.!

50. VS ‘do-whatever-you-
want’ approach.

51. Lead to MQL workflow!
Was email clicked?!
No.! Yes.!
What about now?!
No.! Yes.!
What about now?!
No.! Yes.!

52. Goal
Considera-on
(Webinar)
Considera-
on
Webinar
Goal
Decision
(Buyer
Guide)
Send
Email
Awareness > Consideration > Decision Workflow
Awareness
Download
Decision
Buyer
Guide
Goal
$
Purchase
$
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
500
or
less
Did
not
complete
goal
(add
to
monthly
list)
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Finished
nurturing
but
did
not
meet
goal
Finished
nurturing
but
did
not
meet
goal
Finished
nurturing
but
did
not
meet
goal

53. Identify who you will be targeting: It is important for goal setting to
identify which lifecycle stage and persona(s) you will be targeting.
Create a goal for the Workflow: The goal of your Workflow should be to
move your leads through the lifecycle/buying process stages. Make the goal
something quantifiable like “request demo/trial/assessment/inquiry.
Create list to trigger nurturing Workflow: The options available to
trigger a Workflow are almost limitless. Start with a simple list which includes your
content downloads (whitepapers, Ebooks, checklists, case study downloads, etc,
and begin experimenting from there
Write emails and save for automation: Make sure you are clear on email
best practices to maximize your chances of each lead completing the goal you set
Create Workflow: Don’t forget to turn the Workflow on!
Analyze/Update Workflow: Make sure you take the time to analyze your
Workflow and don’t be afraid to switch things up.
BEST PRACTICES FOR NURTURING
WORKFLOWS