Email is one of the best ways for you to increase sales on auto pilot. The problem is, you need to understand the options available to you in order to get there. This deck covers 20 different tactics to for email automation in your business.

1. +
+
HOW TO USE EMAIL TO
AUTOMATE YOUR BUSINESS.

2. Who am I and why should you care?
Ø 8+ years as a digital marketing
consultant, working with brands like Best
Buy, Target, Accenture, Deloitte…the list
goes on.
Ø Started and scaled a number of my own
online businesses.
Ø Been featured in Forbes, Inc, Moz, Search
Engine Journal, Marketing Land and
dozens of other authority publications.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org
Ryan Stewart, MBA
Ø @ryanwashere
Ø Facebook/hellowebris

3. +
+
USING AUTOMATION TO
INCREASE SALES.

4. Automation is all about the process.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

5. Most businesses fail with automation because they try
and make the tool fit their process.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org
AUTOMATION ONLY WORKS WHEN YOU ADAPT THE
TOOL TO FIT YOUR PROCESS.

6. Building out your processes.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

7. Our process had a ton of inefficiencies.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org
Contact page form submissions
Footer consultation form submissions
Free report form submissions
Direct email contacts
Direct phone call contacts

8. Well over 2,000 inbound leads in a few months time.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

9. Managing this had me like…
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

10. How can I automate this process?
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

11. We used email automation to bridge the gaps.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org
Contact Us Form Example
Ø 3 day sequence, driving towards
consult call
Ø Link to schedule a time, auto
synced to my calendar
Ø Pre qualification questionnaire
sequence
Ø If they never schedule a call, they
get added to our newsletter for a
nurture campaign

12. 30% increase in sales post-implementation.
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org

13. +
+
HOW YOU CAN USE
AUTOMATION TO INCREASE SALES.

14. +
+
1. LEAD NURTURING.

15. Welcome new subscribers…!
Ø 74.4% of subscribers expect a
welcome email
Ø Those that receive a welcome email
show 33% more long term
engagement
Ø 96% of website visitors are NOT
ready to buy
Ø Welcome emails generate 4x the
open rate and 5x the click rates
Ø Bottom line: THEY ARE
IMPORTANT!

16. Sales receipts.
Ø Email receipts have an open rate of
70.9%
Ø When compared to the average
eCommerce open rate of 18%, this
is a HUGE opportunity
Ø They just paid you – you have their
trust
Ø Use it to cross promote other
products, build a social following,
offer coupons or other high priority
items

17. Solicit feedback.
Ø Set up an automated sequence that asks customers to click on a number
between 1 and 10 about their satisfaction
Webris | hello@webris.org | Ryan Stewart | http://webris.org
Ø Each number click can
trigger a different email
sequence
Ø Low scores get a nurturing
sequence to improve
satisfaction
Ø High scores get asked to
take action like leaving a
review, sharing on social,
etc.

18. List re-engagement series.
Ø List quality decays over time
Ø A Gmail rep stated they look
for “evidence” that your
recipients want your
message
Ø In other words, having a non
active list will hurt your
delivery rates
Ø You need to cleanse your list
every so often – that means
getting rid of subscribers!

19. Kill them with content.
Ø Open rates average in the 20%
range, while link clicks average
in the 4% range
Ø By forcing people to your
website to read content, you’re
cutting off a significant audience
Ø One of the best ways to nurture
an email list is by creating
content that natively lives in
email, nowhere else

20. +
+
2. SALES.

21. Improve customer retention.
Ø Finding and acquiring new
customers is expensive
Ø A 5% increase in customer
retention can increase a
company’s profitability by
75% (Bain and Co)
Ø What are some ways we can
use email to increase
retention?
+
+Webris | hello@webris.org | Ryan Stewart | http://webris.org
+5%
Retention
+75%
Profitability

22. Product expiration notifications.
+
+

23. Product expiration notifications.
+
+

24. Abandoned shopping cart sequence.
+
+
Ø 67% of online shopping carts are
abandoned
Ø IF visitors are logged in on your site,
you can easily track abandoned
carts (if not, leverage remarketing)
q Email 1 – reminder (wait 1 day)
q Email 2 – objection handling (wait 3
days)
q Email 3 – discount (wait 6 days)

25. Increase product usage.
Ø Particularly useful for companies
who use free trials to show the
benefit of their product (SaaS,
info products, etc)
Ø Goal of this campaign type is to
slowly introduce benefits to the
user, with the end goal of
driving them to use the product
Ø Each time someone takes
action, they get sent to a
different list / funnel

26. Sales outreach.
Ø Companies that engage in targeted
email outreach can experience sales
increases of 15% or more
Ø By gathering the right field inputs
ahead of time (name, business
name, function) you can automate
highly targeted and personalized
outreach (cold emailing)
Ø We used to scrape large lists of
digital agencies and send
automated emails to inquire about
partnering on services (it works)
+
+

27. Other sales uses…
Ø Webinars (automated)
Ø Upcoming events
Ø Inside sales
Ø PR outreach
Ø Meeting reminders
Ø Text messaging automation
Ø Appointment scheduling
Ø Blogger outreach

28. +
+
3. PERSONALIZATION.

29. Get to know your subscribers.
Ø Often times when list building, we
get minimum fields (name and
email)
Ø To get to know our list, we can use
content to better personalize future
communications
Ø By sending out simple newsletter
with links to various pieces of
content on our site, we can
understand what people enjoy
seeing and send better emails in the
future
+
+

30. Send personal messages.
Ø Sometimes the little things go
a long way
Ø By sending our short emails
based on concrete dates, we
can build better relationships
with customers
Ø Birthdays, anniversaries and
other data points are easy
ways to build stronger
relationships
+
+

31. Product recommendations.
Ø Take advantage of people who
trusted you enough to purchase
in the past
Ø Use email platform to track past
purchases and make intelligent
product recommendations for
the future
Ø This works incredibly well in
spaces like tech, where products
lapse over a certain period of
time

32. Product discovery.
Ø Similar to content preference
discovery, we can use behavior
to better personalize emails
Ø Trip Advisor sends out deals
based on location
Ø Their engine determines which
email to send based on previous
purchases OR in email behavior
Ø If you click a link to view Austin
deals, you get tagged with
Austin preferences for further
testing

33. +
+
4. INTERNAL COMMUNICATION.

34. Meeting / appointment reminders.
Ø If it’s not on my calendar, I’m lost
Ø Not everything makes it to your
calendar
Ø You can use your email platform
as a secondary record to track
meetings and appointment
requests
Ø Simply sending out internal
communications for meetings
saves a ton of time chasing
people down

35. Workflow automation.
Ø Leveraging remote workers my favorite way to either save on labor costs OR
find top talent
Ø Keeping everyone on the same page and process is a nightmare/ We use
email to keep our workflows and project management in sync

36. Automated billing and invoicing.
Ø Any way you can save time from having a human do a job, you’re saving
money
Ø Implementing auto invoicing and re-billing allowed us to save money on
hiring an accounting firm to manage this for us

37. QUESTIONS?
Ryan Stewart, MBA
http://webris.org
@ryanwashere
Facebook.com/hellowebris