According to Forbes, there are 4.48 billion email users worldwide. It’s no wonder that 81% of companies still use email as part of their marketing strategy. Despite what sales and marketing gurus share on YouTube, Instagram, and other channels, email remains one of the most powerful ways to grow and nurture your business.
We know that not every sales team is fortunate enough to have a marketing team in their back pocket. So, if you’re part of a sales team that wears multiple hats and plays an active role in your own marketing efforts, this blog is for you!
Let’s start with some basics.
What is a Lifecycle Email?
Lifecycle emails are targeted emails sent to customers or prospects in a particular stage with your business. By keeping customers interested and engaged, you may see increases in account expansion, lifetime value and customer retention. These types of emails are highly personalized because they include the right message at the right time.
Ideal lifecycle emails cater to each customer or prospect’s unique needs and interests relative to their stage in the buyer’s journey or their relationship with your business.
What Are Email Drip Campaigns?
A drip campaign is a series of automated emails sent to a specific audience at predetermined intervals (e.g., after X days) or after specific actions have taken place (e.g., new contact entries, changes in deal stages, or the contact responses to the email). Drip campaigns support a wide array of sales activities, including (but not limited to) welcoming new customers, staying in contact with past customers, cross-selling, and upselling.
This type of email approach can save you the headaches of manual emailing while allowing your prospects to be educated at a comfortable pace until they are ready to move forward.
Top 5 Marketing Emails
Welcome or Thank You Emails
Thank you, and welcome emails are an effective way to make a good first impression. Thank them for signing up for your newsletter, making a recent purchase, or welcoming them to your business when they onboard as a new customer. Welcome emails are one of the most important emails in the customer onboarding journey – they see a whopping 81% open rate compared to average email open rates of 21%. These introductory emails are a fantastic tool to guide prospects or new customers to the next step in their journey with you.
The Email Newsletter
Email newsletters are a part of lead nurturing. They provide essential insights for prospects and customers alike, nurturing them from curiosity to familiarity. While they do require some work, it’s worth it because nurtured leads make 47% larger purchases than non-nurtured leads. Email newsletter can also act as a continuous touchpoint for your engaged, loyal customers, keeping the relationship warm and ripe for expansion. The beauty of an email newsletter lies in its versatility across various stages of the customer lifecycle.
The Onboarding Email
It’s vital for customers to see immediate value and stay committed. A smooth and successful onboarding with your business plays a critical role in customer satisfaction, which can lead to greater lifetime spend, longer retention, greater loyalty, and even advocacy, or sharing their experiences with others (they do your job for you!). A series of onboarding emails should guide them through the initial experience with your services, making it delightfully easy and essential to their day-to-day life. This is also a great opportunity for an email drip campaign!
The Announcement Email
Regular touches are a great way to encourage customers to continue doing business with you. Once a customer is onboarded, nudging them toward more in-depth interactions is key. Announcement emails keep customers informed of your ever-evolving product or service offerings, providing a great opportunity to remind customers of the value you provide. Entice them with new offerings, tailored recommendations, or seasonal promotions.
The Request for Feedback Email
It’s no secret that feedback can help you improve the customer experience and develop your product and service offerings. Your email list can be an invaluable tool for tapping into your customer base to collect feedback right from the source. There are many services that provide email surveys to quickly and easily capture customer sentiment and feedback. Use it to get feedback on your customers’ experience with your products or service offerings, or to get ideas for what to offer next.
Choose Your Email Marketing Tool
Many CRMs have built-in or native email tools. For instance, Pipeline CRM’s native email functionality automates sales and marketing efforts with Email Sync (Outlook and Google) and Email Drip Campaigns. Email Reporting provides access to insights so you can polish and refine your campaigns.
Furthermore, Pipeline CRM customers can also select their favorite email marketing platform from our growing list of marketing app integrations. Some of the popular marketing tool Pipeline CRM supports are:
- ActiveCampaign is designed to help businesses of all sizes engage with their customers more effectively. An ActiveCampaign integration with Pipeline offers automatic data sync and automated email campaign functionality. Use ActiveCampaign to monitor and track campaign performance analytics.
- Mailchimp streamlines email marketing efforts by creating lists of people in Pipeline and sending them to MailChimp with a single click. Simplify your email marketing with a MailChimp integration with Pipeline.
- Customer.io is a customer engagement platform that creates personalized journeys across all channels. A Customer.io integration allows you to manage and tailor customer messages within one unified platform.
- ActiveDEMAND enables its users to supercharge their marketing efforts through streamlined campaign management, campaign recipes and attribution reporting while integrating with many other marketing, business, and sales tools like Pipeline.
Email marketing is a powerful tool for driving sales because of its unique ability to reach a broad audience in a personalized manner. The low cost of email marketing compared to traditional marketing methods makes it a feasible strategy for businesses of all sizes, providing an attainable avenue for higher conversion rates and sales growth.
Additionally, its measurable nature allows for continuous optimization, so you can ensure your campaigns remain effective. Foster stronger relationships, build trust, and encourage repeat purchases by delivering targeted, relevant content directly to the inboxes of leads and customers alike.
Slim down your workload with Pipeline CRM’s automated email campaigns while enjoying the time-saving benefits of a flexible CRM. Try this interactive demo, and when you’re ready to experience the complete functionality of Pipeline CRM, sign up here to test our tool for free for 14 days!
