Your marketing sounds like an overwhelming task that takes a lot
technical skills. The truth is that it's as complex (or as simple) as you make it.
Before you master marketing automation, the first steps count. You will see that it is not as intimidating as it may seem.
If you don't know what marketing automation is and why you should use it, see What is Marketing Automation? first.
If you know but don't know how to start, follow the instructions and you'll see how easy marketing automation can be.
Automation in marketing takes many forms. When marketers talk about automating their processes, they can mean anything from creating conversion funnels to integrating collaboration apps (saving time) to creating workflows for the automatic functioning of their email campaigns. In this guide, you will learn the essential definitions of email automation building blocks and simple workflows to help you achieve your business goals.
I will base this guide on the GetResponse Marketing Automation platform – good marketing automation software should offer similar functions. If you're not yet a GetResponse user, sign up for a free trial and try it out!
Table of Contents
What You Need Before You Start
Before you start, you need a few things to make marketing automation work for you. These are:
at least one automation message, a landing page and a registration form.
You don't need an extensive contact list to get started. In fact, it's better to experiment with your first automation workflows on a smaller group of people, just in case a little error occurs here and there. So if you are nervous about testing your customers, create a list with just a few emails, yours and that of your colleagues, and you're good to go.
Don't stress if you don't have enough data at first. Your workflows can be set up to collect valuable data that you can use to increase engagement and conversions
The last thing you need is a good marketing strategy. Plan what you want to achieve and what steps are required. So your workflows remain uncomplicated and effective. Then put the plans into action by creating your first marketing automation workflow.
Basic marketing automation
Automation consists of workflows that reflect the experience of your subscriber
The easiest way to create a workflow is to use a pre-made workflow template. GetResponse has dozens of templates to choose from based on your goals and requirements.
Although using templates is very simple, you should first familiarize yourself with the building blocks of the workflow to understand how the template works and to be able to customize it.
You should also know that marketing workflows are stackable and modular, so you can start with two blocks and add more later.
There are three types of building blocks: conditions, actions and filters.
Events that occurred in your online environment and were triggered by the behavior of your user.
They are also typically the X in "If X, then Y".
To build one
Workflow, you must first define a condition. If it is fulfilled, the automation is carried out
the workflow and the contacts flow along the path.
There are several
useful blocks in this category, such as:
Subscribe via…, send message and visit landing page
These three are all start conditions – they should be at the beginning of your automation workflow. You trigger the workflow for those you have selected for the condition. They only have a "yes" connection, which means that they can only start the workflow for those who meet the criteria.
Subscribe via … –– this when the contact appears on your list for the first time. You choose the list you focus on and the method by which you subscribe. For example, "someone subscribed to my list of" VIP customers "through my landing page" or "I added a person to my favorite friends list manually".
A simple block is the "sent message" – it starts the workflow for the contacts
you have sent a specific (or any) message.
Visited Page ”works the same as“ Sent Message ”, but of course for every landing
Page visited by the subscriber.
Clicked link and message opened
Use the link
clicked ”if you want to determine whether a subscriber has clicked on a link
can be any link from any message, any link from a particular message, or any
specific link from a specific message.
The "Message Opened" block is pretty similar. This means that the subscriber has opened your message – every message, every newsletter / autoresponder / AB test / automation or a specific message.
After these blocks, you can choose different actions for "Yes, they clicked" / "Yes, they opened" and "No, they did not".
Special events can be set for any custom date field in your account. It
This can be the contact's birthday, subscription date, anniversary, etc.
can choose when the next step should be triggered (the action of the other block) ––
immediately before or after. Also decide whether it should be a one-off event
or if it should be active on the same day every year.
User-defined field changed, contact copied to list and contact moved to list
Field Changed ”works for any changes made to a custom field.
whether the change was applied by you or the contact itself.
Copied to List ”and“ Contact Moved to List ”are useful if you want to add
Contacts to your workflow when they are copied from another or moved to another
List. It is important to note that the contacts have to be copied / moved by the API
or another workflow.
E-commerce tools – purchase, abandoned shopping cart, billing status changed
Blocks are particularly useful for e-commerce businesses.
With this option you can apply the condition to all purchases in your branches. If you integrate
In your GetResponse store, you can either do it with the API or install one
the URL of the post-purchase thank you page to track. If you connect through the API, you will
Select the conditions for the purchase you want to follow. For example, you can set
it works like this: "Whenever a purchase of article X, variant 3, for more than
$ 100 is made in my store Store4 (…). "
With "Abandoned Shopping Cart" you can select the number of days / hours after which you will assume that the shopping cart has been left in your store. It is a perfect block for email series to exit the shopping cart to get your customers to convert.
With URL you can see whether the subscriber has visited a website of your choice. (You need
Install JS code at the URL you want to track. For example, it can be useful
to rate or mark contacts who have visited a link that you have sent by email.
Status Changed ”allows you to take steps based on your billing status from anywhere
Your business has changed.
If tag…, If score…
With these two conditions, you can take the next steps for contacts who have been assigned a specific tag or who have scored a number of points in their workflow – but more on that later when we get to "Score" and "Tag" . Action blocks.
the essence of marketing automation. It is what happens when the condition is met.
Here is something
Send message: Although the name is self-explanatory, there is one thing worth noting: the message sent is a marketing automation message. This is a type of message that is used only as an action. The difference between this and any other message you use is that the email is sent based on all the conditions and filters that you have set up in the workflow. They do not use default settings to determine when the message is sent. You can create a marketing automation message specifically for the purpose of your workflow, or you can copy the content from an already created message.
Custom field: With
In this action block you can assign a custom field and its value to your contact
or remove an existing custom field.
Copy to list; Move to list: These block copying / moving the contact to
another list with the option to add it to a custom tag in the autoresponder
Cycle or do not add them to the cycle of the other list at all.
Copy to workflow; Switch to workflow: If you copy contacts to another active one
Workflow, you run two workflows at the same time. If you move them to another
With an active workflow, only the one to which you have moved it is executed.
Wait: Temporarily prevents contacts from moving your workflow down. It is best used before other actions to schedule them.
Filters create segments with which you can address more specific parts of your target group. They should be used as an object of an action (for example, if you want to send a message that is an action and you want to send it to the first 100 contacts, use an "Amount" filter)
You can use the following in your marketing automation workflows:
You have selected up to 6 different contact areas, e.g. B. every hundred people and you can select a different action for each area. The figure below shows a block with six setup areas and six connections, each of which represents a following contact area.
In this block you can choose how many contacts should be reached with the next action, e.g. If you want to send an automation message to the first 100 contacts who have subscribed to your list and want to assign a different action to all remaining contacts after the 100 mark.
Example: You can set the range to 100 contacts and send them a discount code.
With this option you can address certain segments of your list with the existing segments
already created or by creating a new, workflow-specific segment.
You can set
Properties of this block for segmenting your contacts across all lists by adding
multiple conditions or condition groups.
The "Lists" block can search your lists in two ways. The first way is to sort contacts by the list they are in – to search for their ID. If your workflow starts with contacts who subscribe to one of your lists, you can use this filter to perform an action only for people from a specific list.
Variant searches for contacts in all your lists using their email address,
to see if they appear in more than one list. You can then do it differently
Actions for people who have been duplicated in your account and people who are subscribed
only to a list.
If you have
If you have created at least one approval field, you can sort your contacts in the
Workflow according to your approval status. For example, if you have consented to the sending
If you have marketing communications, you can continue sending messages and connecting
a corresponding action for the "yes" connection. If you have not given your consent, or
If you have withdrawn it go the negative way so that you can use the "no".
Connector to mark them as "no_consent" or even delete them from your list to leave them
only approving contacts on it.
Only clear contacts
This is the
simplest block since it is not configurable. It filters out duplicates
Contacts on your list so you don't have to worry about sending multiple contacts
Messages to the same contact more than once.
The "splitter" block is perfect if you want to test different automation messages. Or just test two marketing strategies and send contacts in two different ways. You can choose the percentage of people who land on Path A and Path B, and they are randomly distributed. It can be any division, but look at the most popular 50/50 for the most reliable test that you can then track in your stats.
Phew, there were so many blocks to know! But don't worry, for most simple workflows, especially the first ones you create, you don't need that many. Start with two blocks – a condition, an action, and expand them later. Remember, marketing automation is only as complex as you do it.
Creating workflows and using templates
After you know all the building blocks, it's time to learn how to connect them.
First open your automation workspace. In GetResponse, you can choose to start over or use a template.
Here is a brief overview of using templates to create workflows.
But now we assume you have decided to work from scratch.
When you enter the work area, you must name your workflow and select a start block.
You can drag and drop the blocks into the work area. The blocks have connectors from which you can draw a line on a connector of another block. You will see that some of the blocks do not have a connector at the top – these are starting blocks that should be placed at the beginning of your workflow. If a conditional block has two connectors below, a green and a red one, it divides your workflow into two paths, one for the contacts that meet the requirements and the other for those that do not.
Achieving business goals with
Marketing Automation Workflows
There are two main reasons to automate your marketing and they always go together. You want to save time and achieve more business goals faster. Below are some simple workflows categorized by goals to help you achieve them. Read on to see what works for you.
Structure of a contact list
If you want to make money from email marketing, creating a contact list is a constant, top priority goal. In order to attract a high quality audience, you need to make sure that you offer a high quality experience.
Simple greeting message
Make your subscribers
Feel welcome and start with a simple welcome email for every new subscriber.
Then you can expand and send welcome email series that add value to your business
Target group and prepare them step by step for an informed purchase
that people end up in your contact lists in many different ways – they fill up
If you fill out a form on your landing page, add it manually etc. you want
greet them all with equal joy. Fortunately, you only need two blocks for
and I mentioned this workflow as the easiest in this article
one! You can also use a template for this. It is "simple greeting message". You
Then set the parameters of the condition to “Any list subscribed to any
Method ”and create or select a welcome email in the“ Action ”block.
Welcome Email Series
A big one
Welcome email is critical to the overall email marketing experience
Offer. However, it is not possible to include all important information in a
single message and maintain a clear conversion goal.
It's a good idea to schedule an email series in which every message comes with a
separate CTA in mind.
An email series also makes it easier to gather valuable information about your contacts' information needs and preferences. You can use tags and scoring to track user behavior and optimize the further flow of communication.
For welcome email series you need to add blocks after the first action, e.g. For example, another condition such as "message open", then "waiting" for the number of days that you consider appropriate, and then another block "send message". and so on.
Simple division of contacts
Every time you
You want to test your communication on two groups of contacts and check the results.
Use the filter splitter to share
Your contacts in various customer trips.
If you use the splitter after a specific action, the rest of the workflow can look completely different for each percentage of people. You decide how you want to split them, e.g. B. 50% / 50%, and which messages you then send.
Leading and binding of lead
Most email marketing programs aim to support contact on the way from a potential customer to a satisfied customer who keeps coming back. If you want to make it successful, you need to keep your contacts in touch for a period of time. This will increase their LCV exponentially (Lifetime Customer Value) .
Rewarding loyal contacts
You can assign rating points based on user behavior (e.g., email open, links clicked, URLs visited) and send custom emails to your most engaged contacts.
The emails you send to contacts with higher scores can range from thank you messages to special promo codes.
Relevance is the key to engagement. It basically means that people open and click the links in your emails as long as they think they are valuable.
Design your email templates to encourage contacts to read other related offers.
You can then create a workflow that sends a message with a proposal for an expanded offer
based specifically on the interests and behavior of the contacts.
If you sell products online, you need a system that takes good care of your customers after the purchase, thanks them and guarantees them the status of their order. You also need to encourage them to visit your website frequently and ultimately buy more.
Fortunately, marketing automation tools are there!
With this simple workflow, you can send a follow-up message to customers who have added items to their shopping cart but have not purchased it. This will reduce the number of incomplete orders and remind customers to come back.
If you want to include the items from the shopping cart in your automation message, you want to activate the sending of new e-commerce data to GetResponse or export existing e-commerce data to your GetResponse account. Then use an "Abandoned Cart" block in the email creator when composing the message – and voila!
For more tips and suggestions, see 6 rules for restoring abandoned shopping cart emails.
Follow-up after purchase
When you talk about abandoned carts, you don't want your customers to feel like they've been forgotten and bought a product or service from an emptiness that doesn't respond. But of course, you don't have to track it manually to personalize the emails.
You can set up a post-purchase follow-up template that looks like this:
How to get the most out of marketing automation in 30 days
If you're considering trying marketing automation yourself, a free trial in GetResponse is the best way to do it. You have 30 days to make the most of it. How? It's easy, let me explain.
When you sign in, start creating a landing page. Insert a contact form in a visible place on the landing page. Publish the page and post the link on your social media. Let your friends and family sign up for your list. Use our email creator to create an automation message that welcomes your new contacts. Then set up a workflow that consists of only two blocks: "Subscribe to a list using any method" and "Send message".
And this is only the first day! You still have 29 days to generate conversions!
Analyze the results of your first automated email, taking into account key figures such as opening rate and click rate. Think about your goal and check if any of the workflows suggested in this article apply to what you want to achieve. Schauen Sie sich andere Vorlagen an, die in GetResponse für Sie erstellt wurden. Wenn Sie etwas anderes ausprobieren möchten, versuchen Sie, einen Workflow selbst zu erstellen, indem Sie Ihr neues Wissen über Bausteine nutzen. Experimentieren und testen Sie Ihre Workflows – es ist noch einfacher, wenn Sie gerade erst anfangen, weil Sie so ziemlich alles ohne große Risiken tun können. Analysieren Ihre Tests, um zu sehen, was für Ihre Marke funktioniert und was optimiert werden sollte. Wenn Sie mehr wissen möchten, haben Sie keine Angst, um Hilfe zu bitten. Lesen Sie auch unsere FAQs, lassen Sie sich von Ressourcen inspirieren und lesen Sie weitere Artikel in unserem Blog. Dies nimmt Sie mit auf eine Reise zum Marketing-Automatisierungsexperten.
Sind Sie bereit, Ihr Marketing zu automatisieren?
Wenn Sie mehr über dieses Thema erfahren möchten, empfehlen wir Ihnen einige großartige Lektüren:
Was denken Sie über Marketing-Automatisierung? Haben Sie interessante Tipps für Leute, die gerade erst anfangen? Let us know in the comments below!