Relationship Ruler: Create a More Effective Email Marketing Flow

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Digital Marketing , Posts about Integrated Communication , Posts about Online Advertising , Posts about Sales
Many people tend to underestimate email marketing as an effective marketing strategy . However, our experience shows that it continues to bring results, especially when used within a broader strategy and sent to the right leads . For this, there is what we call a relationship ruler .

See what the relationship ruler is , how it helps to boost the conversion capacity of your marketing emails and how you can apply this tool to your sales strategies.

What is a relationship ruler?
The relationship ruler is nothing more than a flow of marketing and sales actions , normally automated, which serves to build a relationship with the customer throughout the purchasing journey .

To understand what the buying journey is, think about the vk database example: let's say your Joe is having trouble selling in your store and doesn't know that this is due to gaps in your communication. What will he do? He will search on Google how to increase his sales .

This is our chance to show off! Since we have an advertising agency, we can create a blog post with the theme “5 signs that your sales problems are related to communication”.

If he is following all the SEO guidelines , the text will appear to your Joe during a Google search and he will read it.

Done! Now your Joe knows that his problem lies in his communication strategy and will look for possible solutions. Here, we can provide a form in which blog visitors can leave their email address to receive e-books, newsletters and other content with more details on the subject.

If your Joe leaves his details on the form, he becomes a lead , a contact for your company, entering a new phase of the purchasing journey. In order for him to move on to the last two phases (purchase and loyalty), you need to offer relevant content that keeps him interested. This is where the relationship ruler comes in .

How does the relationship ruler work in email marketing?
Typically, the relationship ruler follows some important steps. Check out what they are!

1 – Lead capture
At this stage, the goal is to attract potential customers through an inbound marketing strategy , so that they leave their contact details spontaneously and become leads. Just like in the example of Mr. Joe, which we mentioned above.

Examples of content to use in this part:
Postblogs talking about the topic in an introductory way, with a form for the visitor to leave their email and receive e-books or newsletters with more details;
Facebook Ads for lead capture;
Advertisements inviting potential customers to watch a webinar, class or mini-course on the subject, which can only be accessed by those who leave their email addresses;
Landing pages with forms.
2 – Welcome email
A marketing email is sent to all new leads that come in, welcoming them and informing them, in general terms, what they will receive from your company from now on.

Examples of content to use in this part:
Written welcome email;
Email marketing artwork with welcome text;
First e-book, newsletter or link to the video (if the lead has left their contact details with this promise);
Email marketing encouraging the lead to inform the subjects that interest them most, to further personalize the next emails.
3 – Lead nurturing
Leads who opened the welcome email and/or downloaded the first e-book you sent will enter the next phase of the scale, which is nurturing and education. Here, the important thing is to send the right material, to the right leads, at the right time .

Send marketing emails with richer informative content, monitoring the actions of your leads. This way, you will know which of them are more engaged (downloaded the e-books, opened the emails, etc.) and how much knowledge about the subject each of them has already acquired within the relationship scale .

For the most engaged leads, send increasingly in-depth content that talks about new developments and possibilities in the market and the solutions your company offers. This way, these contacts will be much more likely to buy your products or services, since they know exactly how they work.

Examples of content to use in this part:
E-books with different levels of depth on the subject;
Increasingly in-depth newsletters;
Notifications about market news;
Emails talking about the type of solution your company offers.
4 – Business opportunities
Those leads who engaged with the emails from the previous stage and already know that your product or service is the best solution to the problem they face enter the new phase of the relationship ruler .

These are the so-called qualified leads , who have a high chance of becoming customers. Time to sell your business! Show why it is better than the competition.

Examples of content to use in this part:
Marketing emails with your company's unique features and a button to access the website;
Sending promotions, discounts and tastings, with an eye-catching button directing you to the purchase page;
Newsletters with news about your company;
Emails with testimonials, data and cases that prove the effectiveness of your company.
5 – After-sales
The relationship with your customers doesn't end after the sale. It's important to establish post-sale strategies to build customer loyalty, increasing the average ticket price for your products or services.

You can automate the sending of special emails in your relationship ruler , aimed at those who are already your customers or have purchased from you. The goal is to keep them engaged and consuming from your company.