By creating effective email marketing campaigns for clients, your digital marketing agency will gain a competitive advantage in a crowded marketplace. However, it is not enough to just manage email campaigns for customers. You need to offer more to compete with other agencies who are keeping an eye on your clients or to convince your clients not to move email internally.
Agencies need to add value that complements the automations themselves – strategic planning, platform literacy, auditing, and higher-level reporting beyond daily campaign-level reporting and management.
However, convincing customers to add automation and strategic planning time can be challenging. Successful agencies draw the line between adding services and business results – higher revenues, lower costs, streamlined workflows that enable internal team members to run more productive and profitable projects.
Marketing automation helps add the value customers need to see in order to successfully advocate for additional investments. Read on to find out how.
3 ways to offer marketing automation to customers
A strategic, value-added approach should include suggestions to convince customers to add marketing automation to the customer services that your agency can deliver more efficiently and effectively, whether as a partner to an internal team or as a 100% outsourced service provider.
Campaign Monitor’s Guide to Email Automation provides a great introduction to the features and value customers can expect when they shift their focus from an ongoing round of one-off email campaigns to a strategically-based program that focused on personalized and repeatable communication.
1. Show how customers can expand messaging to prospects and customers, make more money, and build engagement without adding team members.
Here’s the message your customers need to understand: Inbox fatigue is real. It is exacerbated by a steady stream of generalized messages with no content that address customer interests, solve their problems, or identify where they are in their journey with your customer’s brand.
Automated messaging sounds cold and impersonal, but the results generate highly personalized emails. This is because the system uses behaviors, attitudes, and other data to create unique messages that appeal to customers they are on in their individual journeys with the brand.
2. Show how clients can save time, money and get the value of their list faster by working with an agency.
New forms of automation such as artificial intelligence and machine learning bring personalization and relevance to even higher levels, but are not easy to implement at the customer level without well-trained staff. Your agency can offer that.
By adding automation services to email strategies and operations through your agency, your clients can take full advantage without investing in a platform or spending extra time setting up, testing, and launching a program.
Your agency has already done all of the grunt work and should have staff trained to get the most out of multiple platforms. This saves you from learning the pros and cons of various email services.
By partnering with your agency, clients can benefit from your experience without spending additional time and money on training.
3. Develop examples of automated messaging programs that can guide customers towards increased sales and engagement.
Many e-mail, e-commerce, or CRM platforms already have basic forms of marketing automation integrated through welcome messages, purchase confirmations, or abandoned cart programs.
Once again, however, these often receive the one-off treatment that is often planned without an overall strategic plan tied to results or goals. An agency team familiar with both automation and strategy can engage clients in more sophisticated models of messaging automation that further delve into structure, email segmentation, real-time messaging, and deep personalization.
Demonstrate your email expertise with your knowledge of different levels of campaign complexity and database integration, such as: B. Campaign Monitor’s Salesforce email integration.
Our guide to email automation will show your customers how to create messages that directly address your customers’ biggest problems or key goals.
Here are three problem / solution scenarios that you can help your customers solve.
Marketing automation scenario # 1
- Problem: Inactivity starts early in the customer cycle.
- Solution: An automated series of onboarding emails.
New customers are usually the most active customers on a mailing list. If new customers don’t open, let alone click and convert, emails right away, it means your customer won’t be connecting to them at the most important point in the email relationship.
Sending a welcome message as soon as possible after signing up is at stake these days. However, you can advocate automation by showing your client how to add value to a series of onboarding with multiple emails.
This series starts with “Thanks for signing up,” but then sets expectations for content and frequency, shows the benefits of signing up, and even adds a little sweetener (an incentive to buy, an educational download) to drive the new customer back to the site to browse and finally buy.
With automation, you can set the interval between messages, send an email that is only sent to customers who don’t click on any of your onboarding series, or customize the messages based on where, when, or how the list subscriber is has joined.
That way, your customer can send one message to brand new customers and another to new customers who signed up after purchasing them (and thus, adding more immediate value to the company).
This series of emails from The Fifth includes a greeting, a reminder to use the incentive for new subscribers, and an email with information explaining the company’s value proposition and history.
Marketing automation scenario # 2
- Problem: Subscribers don’t buy
- Solution: A campaign to promote leadership
Not only does a series of greetings help reduce inactivity, but it can also bring new subscribers back to the site to purchase (or register for an account or event, download content, or whatever the customer’s goals for new customers may be ).
Getting this first conversion can be difficult. You can create automation that detects which subscribers need a gentle product to convert and move to a separate messaging lane without the need for team members to monitor statistics and manually move groups.
This email from Raise addresses addresses moving directly first by sending this targeted email to non-buying subscribers:
Marketing automation scenario # 3
- Problem: Stay visible in your inbox without sending another promotion or discount
- Solution: Send a birthday greeting
First a few statistics:
- Birthday emails have a 481% higher transaction rate than promotional emails.
- Birthday emails generate 342% more revenue per email than promotional emails.
- Birthday emails have a 179% higher click-through rate than promotional emails.
A birthday email can be the easiest automated email to set up, and one of the most effective when done correctly. However, you need to first create a strategy (increase frequency, build engagement to reduce inactivity) and then configure the email.
Our Birthday Email Marketing Guide has lots of great ideas that you can use to create a sample campaign for your customers. Here’s one from Birchbox:
Customers can opt out of marketing automation in terms of price. Adding a service increases the cost of doing business with you. So it is important to prove the long-term value of using automation.
Marketing automation can increase sales, reduce resource costs, and give them time to focus on growing their business.
If you are reluctant to show customer successes from other customer work, you are approaching the observation phase.
You can also start small. Show improvements with a basic application. Add a second email to a welcome message to create a series. Increase an abandoned cart reminder series with two to three emails. Start a simple birthday email. An email might be enough to move the needle.
It’s all about results.