The first step has been taken, you already know who you are going to talk to. Now, you need to organize how this communication will occur.
Separate your email lists according to the types of leads you want to communicate with. To do this, you can use parameters such as interest in certain products, the stage of the funnel or the level of interaction.
Some examples of lists are:
welcome: when the lead provides the data to czech republic phone number resource download some material or signs up for your newsletter , it is good practice to welcome them with a thank you email;
notification of new publications: when a lead shows interest in the company's blog, for example, you can include them in the list of updates about posts. This way, each time a new text is published, they will receive an email notifying them;
lead interested in a specific subject: your lead downloaded an e-book on “Digital Marketing”? How about sending an email with suggestions for other content on the same subject?
Contact recovery: Do you know those leads who haven't opened the emails you sent them in a while? Try to regain their interest by offering a bonus or special condition in a personalized way.
Prepare the emails that will be sent
Remember that every email should have a goal: to prepare your lead for the next stage of the funnel. For this reason, in addition to having an attractive subject line and a message that is appropriate for the persona, your emails should have clear CTAs (Call-To-Action) that offer a real benefit.
You know those colorful buttons that direct you to relevant content, for example? Well, that's what we're talking about! #Tip
Build the automations
This is the step where you will define the destination of your lead . There are a multitude of automations you can do, such as:
define the trigger that causes the lead to enter a list;
determine how long after downloading a material the lead will receive a new email;
establish whether clicking on any CTA will generate other automatic actions;
define whether the lead source will direct you to specific content.
This type of configuration is the most important step in email marketing automation, after all, if it is not done correctly, it can cause some negative effects.