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Recently The CMO shared an interesting statistic from Omnisend, 31% of all email orders come from automated email marketing campaigns yet so many small businesses and nonprofit organizations still ignore marketing automation workflows entirely. Our clients have found success in implementing marketing automation and so we’re sharing 9 marketing automation tactics that most businesses miss.
PROBLEM: According to Lifewire, nearly 27% of small businesses never follow-up after a customer’s first purchase. This is crucial during peak shopping seasons like holidays and back-to-school. During the holidays, this is when most businesses make the most sales so why not create a sequence to stay in contact with them.
FIX: Automate post-purchase “thank you for your purchase” emails AND in those emails, include special offers for customer retention.
TOOL: Use marketing automation platforms like HighLevel (an all-in-one-marketing platform), Mailchimp or Constant Contact to automatically send emails post transaction.
Why It Matters: Follow-up email sequences build customer loyalty and engagement and increase your changes for getting repeat business without requiring extra work.
Example: A local nonprofit automated donor receipts and shared follow-up stories on how donations are being used which led to a 15% increase in repeat donations within 2 months.
PROBLEM: Failing to engage a new subscriber leaves a weak first impression.
FIX: Automate a sequence to guide new contacts from introduction to first action.
TIP: Create a welcome sequence of 3 emails designed to welcome, engage, and share helpful information with the subscriber, for example:
Why It Matters: Don’t be one of the 27% of small businesses who fail to engage with your community or customers. A personalized welcome email campaign that offers value can boost engagement and future customer conversion. The subscriber saw value in the products or services your company offers and signed-up to stay in contact with you, so why not welcome them.
Example: A small shop’s welcome email campaign increased click through rates by 152% compared to standard emails. (Source: Woopra)
PROBLEM: Online stores lose potential sales when customers leave items in their shopping cart and exit the website.
FIX: Auto-send abandoned cart reminders along with purchasing incentives.
TIP: If you have a Shopify eCommerce website, use the built-in workflow to reengage with visitors. If you have a WordPress website with WooCommerce, use Email Marketing for WooCommerce by Omnisend, MailPoet, CartBounty, or Retainful to create your workflow.
More specifically, you can use the WooCommerce by Omnisend plugin to create exit-intent pop-ups, track cart activity in real time, and set triggers to send reminders or incentives based on customer actions. Install this plugin for free, with 500 monthly emails. (Source: Hosting)
Why It Matters: Some customers like to use their shopping cart for future purchases. Sending automated reminders encourages them to purchase the items in the cart without you having to monitor and send individual emails.
Example: Top-tier workflows average $28.89 revenue per recipient; basics still generate $3.65 (Source: Email Vendor Selection)
PROBLEM: Sending generic emails to potential donors or customers don’t build trust, sales or donations.
FIX: Segment audiences with tags and tailor automations based on engagement, donation history or interest in specific products or services.
TIP: Use all-in-one marketing automation tools like High Level (which help reduce multiple software costs) to send personalized messaging across all platforms (email, social, sms, web chat). All engagement is updated in the CRM so you don’t have to do it manually.
Why It Matters: Personalized messaging helps build your community and increase donor or customer retention long term.
Example: A local breast cancer nonprofit implemented an all-in-one marketing platform for their local events. Upon registration, all messaging are personalized to help drive attendance and engagement. All contacts are automatically updated in the platform’s CRM.
PROBLEM: Sending time-sensitive messages, like holiday or birthday messages, are often forgotten.
FIX: A takes a little work on the front end but create email sequences to celebrate your customer’s birthday, anniversary, giving days or holidays.
TIP: Schedule workflows to trigger on key dates using GoHighLevel.com or a similar platform like Constant Contact or Keela.
Why It Matters: Personalized timely customer or donor touches boost brand affinity, your relationship and repeat giving potential.
Example: A nonprofit’s anniversary emails saw a 40% open rate and 15% direct donations.
PROBLEM: Small businesses with limited staff often fail to schedule social media in advance resulting in a lack of consistency.
FIX: Once you create a content strategy and calendar, automate the post across all social channels at one time.
TOOL: Social posting software allow you to schedule posts such as Later, Sprout Social and HighLevel. The difference between these is HighLevel is an all-in-one platform that allows you to post on all social platforms, set up approvals, and so much more!
Why It Matters: Regularly scheduled social media posts help you maintain visibility within your community and target customers without daily effort.
Example: A small nonprofit schedules social posts monthly saving 5 -8 hours per month. They don’t just schedule and leave it, they still check replies and engage accordingly.
PROBLEM: Several businesses forget to ask customers to leave reviews after purchases are made or services are rendered.
FIX: Utilize an all one in platform to create workflow to send review requests.
TOOL: Use tools like MailChimp or HighLevel, or review-specific platforms to ask customers for reviews.
Why It Matters: Reviews help to boost local SEO and customer trust. It’s also important to mention that if a customer takes the time to leave a review, businesses should respond to that review within 24-hours or 1-business day. If a customer isn’t happy with your products or services and leave a negative review, don’t just ignore it, respond to it and reach out to that customer. Potential customers will see your response and know you are committed to customer satisfaction.
Example: A general contractor automated review requests by creating a workflow to send an email and request a review after jobs were completed and paid. The company saw a 25% in online reviews and website visits within two months.
PROBLEM: Without metrics, you’re not sure how your business is attracting and retaining customers or donors.
FIX: Automate tracking of opens, clicks, and conversions of every marketing initiative from your website to emails.
TOOL: Use built-in analytics in your automation platform like High Level, Google Analytics, Shopify Analytics, and Optin Monster and Google Site Kit for WordPress.
Why It Matters: Data drives improvements to your website, emails, order forms, and helps you determine the return on your investment (ROI) in your marketing tools.
Example: Automated marketing campaigns deliver 320% more revenue than non-automated emails. (Source: OptinMonster)
PROBLEM: Whether it is an in-person or virtual event, businesses don’t create excitement for event registrants leading up to an event which can result in low-attendee rate.
FIX: Automate event messaging from registration to post event survey and follow-up.
TOOL: Use all-in-one automation platforms like High Level, RegFox, Eventbrite and RSVPify to create registrant messaging.
Why It Matters: If you’re hosting a free event, you want to make sure you receive the ROI and attendee goals. Registrants may register but them actually attending isn’t 100% guaranteed.
Example: A local breast cancer organization hosts Breast Health Education and 3D Mammogram Screening events. Event reminders help registrants complete their appointment confirmation and build excitement leading up to the event. They also send a post event survey and stay engaged with the registrant months after the event. Automating this process helped increase event attendance by 62% over two years.
"63% of marketers see benefits within six months of automation; 44% report measurable ROI in that time."
Pick one tactic, set up your first workflow, and track results. Small steps lead to significant returns.
Need help kicking off your automation? We will be more than happy to talk strategy with you during a 30-minute FREE Consultation.
