Agency Email Marketing Strategies: Workflows and List Management

Posted on

June 28th, 2024

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Who Needs a Workflow?

Some agencies pursue very broad prospect pools across a range of services. Others target high-profile decision makers who may be flooded with emails, leverage stringent spam filters, or experience other obstacles to noticing emails. If either of these applies to your agency, email marketing workflows (sometimes called engagement programs) can make a massive difference in reach, management, and reporting. The process is more time-consuming to setup and more expensive to maintain, so let’s explore how and why this is a valuable and popular choice for many agencies.

Penetration

Regardless of the prospect, your agency likely has more than one relevant service to offer or more than one relevant message to share. In traditional email marketing, you’ll send a campaign to all relevant prospects, exclude your current clients and pending deals, and respond to the activity that follows. Then you follow the same process with the next campaign, and the next. Variable messaging and product focus helps to keep the communication fresh, and the emails are spaced out so that recipients don’t feel barraged (which can lead to increased unsubscribes or worse – complaints).

In a workflow, you organize campaigns based upon recipient behaviors. If a prospect didn’t open an email about trucking insurance, the next step might be to send them an email about something else, like cyber liability. If a prospect opened the email about trucking insurance but didn’t click any links, the next email they receive might also pertain to trucking insurance but from a different angle or with different calls to action. If a prospect opened the trucking insurance email and clicked on a link, the next step might be a personalized email to them, a phone call, or a more aggressive offer-based email to drive conversion. Desired timing for these varied actions can be predetermined so that you don’t have to set reminders or send things manually. Once setup is complete, the process is much more efficient than manual email campaigns, and typically more effective.

Timing

Getting a sense of how often is the sweet spot for frequency of contact can be challenging and abstract in email marketing. Workflows simplify this process as you can setup differently timed campaign series and then review the results in reports. Knowing how often to contact your prospects based on their size, their engagement level, and which products you’re offering will increase engagement, lower unsubscribes, reduce the likelihood of complaints, and improve overall efficiency.

Contact Management

Tracking prospect behavior for a given email is easy. Over the course of a few emails, processing and filtering that data in a useful way can be more challenging. Over the course of months or years with dozens or hundreds of emails and thousands or tens of thousands of contacts, this process can become overwhelming and opaque. Many agencies abandon the effort to understand prospect engagement over such a scope, which leads to many missed opportunities and lost insights into the audience, the effectiveness of the messaging, and sometimes even something as fundamental as adding or removing products or services entirely. Through workflows we gain a better understanding of long-terms behaviors, who engages more with which content and services, how we can maximize the performance of our outbound marketing efforts, and even learn ways to improve service and communication for current clients.

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