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Guide to using a CRM with email automation: the best triggers for the biggest impact

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A CRM with email automation can help you keep in contact with your best leads, your new customers, and your long time customers using custom messaging.

A CRM with email automation can help you keep in contact with your best leads, your new customers, and your long time customers using custom messaging and smart triggering. That way, you’re reaching out to the right people with on-point email copy.

With over 3.9 billion active email users, there’s a good chance that your ideal audience is checking their email inbox weekly or daily.

In this post, we’re covering:

  • Why you would want to use a CRM that includes email automation
  • Top email automations to setup

Why you would want a CRM that includes email automation

Email automation is pretty incredible.

With GoSquared, you get the power of email automation on top of website analytics so you can send messages based on actions people are taking in your website.

Keep in mind that most CRMs with email automation don’t include website analytics. They help you keep track of all of your leads and customers in one place and store all of their purchase data and marketing data so you can target them with the right messaging at the right time.

Automated lead follow up

One of the smartest things you can do with CRM that includes email automation is to follow up with your leads without anyone on your team having to remember to do this.

Over 75% of the revenue generated by email comes from triggered campaigns. This means that campaigns based on triggered events or properties are more successful than large broadcasts.

Multichannel experience

Using a CRM with email automation can also help you create a multichannel experience. Customers want to feel like you understand them, their needs, and the level with which they already interact with your business. Your CRM can help you send a different coupon to your biggest supporters than to your one-off customers.

And when combining your CRM with website analytics, you can bring your website activity into the picture too (not just purchases or email activity). That way, you can target fans of your blogs, frequent website visitors, and infrequent website visitors in different ways.

Top 11 email automations to setup

Now that we understand the value of combining email automation with your CRM, let’s look at the top 11 automations to trigger.

1. Welcome email

One of the simplest emails to setup is when you gain a new customer or subscriber. You might want to give them a friendly welcome and let them know what available resources can help them get the most of this new relationship.

2. Welcome back email

A welcome back email can be effective too. There are a lot of different triggers that can inspire a welcome back email:

  • A customer made a purchase after not purchasing for over a year
  • A lead visited your website after not being on your site in over six months
  • A previous customer re-subscribed after stopping their subscription

The event that you choose will affect the targeting criteria you select as well as the email copy that you write.

3. Freemium user email

When users sign up for a freemium version of your software, you want to help onboard them. Otherwise, they aren’t likely to convert to a paying customer. You might want to give them tips and tricks for getting results from your software.

4. Email nurture sequence after download

When someone downloads an on-demand webinar, guide, tutorial, or whitepaper, you’ll want to email them automatically and immediately with a link to access the free resource. You may also want to set up a simple automation sequence for a few weeks or months following that event.

5. Win back email

A win-back email is used to try and get a previous customer or subscriber to sign back up again or make a purchase. Imagine how annoying it would be if you sent these to the wrong customers! You would get a flood of support questions from people wondering if their subscription accidentally got cancelled.

This is one of many examples that can be really effective when sent to the right person (I bought what the below email was offering), but way off base when sent to the wrong audience.

6. Repeat purchasers email

When someone continually purchases from you, they’re loyal. You might want to treat your best customers to something special. Maybe a private event, or exclusive digital content, or a great one-time offer.

7. Repeat purchase reminder email

If you have a product that is intended for repeat purchase, say every three months or every year, it would be smart to remind customers at the exact right interval so they can go ahead and make that repeat purchase. You could also suggest related products.

8. Bottom-of-the-funnel email

There are a lot of different ways to determine that a prospect is at the bottom of your funnel and getting ready to buy, and they all depend on the type of business you have. You might be able to detect this with:

  • Prospects that have been on your pricing page recently
  • Prospects that have been on your product page more than three times in the past month
  • Free users that are very engaged with a specific feature in your software

Whatever the criteria, you’ll want to send out a well-written email as soon as someone meets it.

9. Long time customer email

While some of the other ideas have been about the amount or frequency of purchase, this one is all about the length of the customer relationship. On your 10th anniversary in business, wouldn’t it be nice to send a different email to customers who were with you in the early days than those who just signed up? Maybe you could offer them a more personal thank you message, or a special deal.

10. Long time lead email

When a long time lead takes any action whatsoever (something smaller than your bottom-of-the-funnel criteria), you’ll want to reach out to them. Maybe someone who downloaded your ebook one year ago and didn’t do anything since is all of a sudden visiting your website. Automating email to a long time lead can help you move people farther down the funnel when they are finally ready. You might offer a 1:1 strategy call or an additional resource or a limited time offer to help them take action quicker.

11. New customer follow up email

A one-time welcome email is great, but it’s not enough. You need to follow up with new customers to make sure they’re getting the most out of your product or service. You might want to offer them additional resources, insight, or 1:1 support. You might also set up more complex automation to tailor new customer sequences. So, for example, the third email might have different copy for people who have viewed an important page on your website than for people who have not yet done so.

Do you sell products or subscriptions digitally? Sign up for a free trial of GoSquared and start messaging customers based on transaction history and website history. Simply and easily.

Written by
Dayana is a B2B SaaS copywriter and content marketer who lives in Northern California. She loves messaging and storytelling alike.

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