{"id":3373,"date":"2019-06-03T10:57:19","date_gmt":"2019-06-03T17:57:19","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=3373"},"modified":"2024-07-03T01:26:06","modified_gmt":"2024-07-03T08:26:06","slug":"email-drip-sequences-101-how-to-build-marketing-automation-workflow","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/email-drip-sequences-101-how-to-build-marketing-automation-workflow\/","title":{"rendered":"Email drip sequences 101: How to build a marketing automation workflow"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=email-drip-sequences-101-how-to-build-marketing-automation-workflow\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p>Welcome to part two of Dubb\u2019s series on architecting, building, and optimizing email drip sequences.<\/p>\n<p>If you haven\u2019t yet checked out part one on this series, we discussed the architecture of an email drip sequence. Specifically, we talked about five steps when designing your email sequences. They are:<\/p>\n<ul>\n<li>Determining your target segments.<\/li>\n<li>Understanding your clients\u2019 goals.<\/li>\n<li>Creating great content.<\/li>\n<li>Focusing on distribution.<\/li>\n<li>Tracking your data<\/li>\n<\/ul>\n<p>To learn more about these preliminary steps, we encourage you to check out part one, which you can find <a href=\"https:\/\/dubb.com\/blog\/email-drip-sequences-101-how-to-architect-marketing-automation-workflow\/\">here<\/a>.<\/p>\n<p>Now, we are going to spend some time focusing on how to <em>actually build<\/em> email drip sequences.<\/p>\n<p><u>A Typical Email Sequence<\/u><\/p>\n<p>To start, it is helpful to discuss a typical inbound email sequence. While it does not need to be limited to the following number of steps or emails, your drip sequence should never end. You want to continue delivering content to your audience even after they become paying customers.<\/p>\n<p>The first email that you send to your audience is a welcome email. Typically, this is an introduction to the personality that is talking about your product or service. In this email, your chosen personality is candidly speaking to your audience about your offering and welcoming them into your ecosystem. The goal is for your personality to make a genuine connection with your audience. Often, one of the best ways to build this connection is by including a video in your email, as it increases the chances of your personality building trust with your audience.<\/p>\n<p>While the welcome email is mandatory, the next email will depend on the product or service that you are offering to your audience. An example is helpful. At <a href=\"http:\/\/www.dubb.com\">Dubb<\/a>, we offer SAAS software to our customers. Because of this, in our second email, we help our audience set up our software. We explain to our audience\u2014in the simplest terms possible\u2014how they can start using Dubb. This is just one example, but the point remains: you want to discuss the steps that your audience should take when they are entering your ecosystem.<\/p>\n<p>In the third email, you want to provide some use cases for your audience. These use cases help your audience get a better understanding of how your product or service can help them. These emails can be extremely valuable if you can connect to the precise use case that your audience is pursuing. By achieving this match, you will build a very personal relationship with your audience member. For example, at Dubb, we use a real-life examples of how to use Dubb in Gmail. Through a detailed screen recording, we show how our audience can use Dubb\u2019s Gmail integration.<\/p>\n<p>In your drip sequence, you will also need to create more than one use case videos. Doing this, you can speak to the different needs of different audience members, thereby maximizing the chances that your product or service matches up with their ideal use case. In your next use case video, you can also discuss features that your audience hadn\u2019t initially considered. If your product or service has a secondary purpose, it is worth mentioning it here. It shows that your product or service is more versatile than your audience may have initially considered.<\/p>\n<p>From your additional use case videos, you will next want to leverage testimonials in your next emails. It\u2019s an opportunity to tell a story, and humans are <a href=\"http:\/\/time.com\/5043166\/storytelling-evolution\/\">naturally drawn to stories<\/a>. Here, you have two choices: you can have a testimonial from a real customer (like a video testimonial that you can easily capture with Dubb) or it can be a case study. Your case study, for instance, can be a link to a PDF, webpage, or landing page. Whatever you choose, the purpose is to leverage a narrative and tell a story. Showing a customer succeeding with your product or service can go a long way in building a human connection with your audience.<\/p>\n<p>One of the final emails in this initial drip sequence focuses on your offering or promotion. Here, you can actually ask for the sale. You want someone to take action, so you can offer things like discounts or promotions. You want to create the \u201cFOMO\u201d feeling (fear of missing out) along with a sense of value. From here, hopefully, audience members can become customers, which would insert them into a different drip sequence.<\/p>\n<p>In each of these emails, you will also want to add additional things like personalization, unsubscribe links, and social links. Consider branding, the appearance of your emails, and whether important links are included. If, for instance, someone wants to make a purchase from the very first email, you should include this capability. There must be some universal link or resource that they can access from each email in your drip sequence.<\/p>\n<p>Essentially, you need to put in a significant amount of work into each email in order for your drip sequence to be successful.<\/p>\n<p><u>Using Dubb to Build Your Email Drip Sequence<\/u><\/p>\n<p>You can easily use Dubb\u2019s automation feature to build out your drip email sequences.<\/p>\n<p><u>Creating Emails<\/u><\/p>\n<p>From the Dubb dashboard, you will start with the \u201cEmail\u201d option under the \u201cAutomation\u201d tab. Emails created under the \u201cCampaigns\u201d tab will not be usable in automation.<\/p>\n<p>After clicking the \u201cEmail\u201d option under the \u201cAutomation\u201d tab, you\u2019ll first need to create the email to incorporate into your workflows and email sequences. By clicking the \u201cNew\u201d button, you will see a page allowing you to customize elements of your email. On that page, you can also select the video that you\u2019d like to include in the email. Also, ensure that you correctly complete the \u201cFrom Name\u201d field and \u201cSubject\u201d field (subject lines are very important).<\/p>\n<p>Clicking \u201cSave and Continue,\u201d you are then presented with a page where you can construct the email itself. You can start with your introduction. From there, you will see a video placeholder, signifying where your video will appear in the body of your email. With Dubb, you can also leverage personalization tokens, which allow you to insert a contact\u2019s first name, last name, or email in your message. At the end of the email, you will have a place for your closing statement and email signature.<\/p>\n<p>After clicking \u201cSave and Continue,\u201d you will see a preview of the email itself. The body of your email will show up as an animated preview and an unsubscribe option will be included at the bottom. By clicking \u201cSave and Close,\u201d this email can be used in a workflow.<\/p>\n<p><u>Adding an Email to the Workflow<\/u><\/p>\n<p>Returning to the \u201cAutomations\u201d tab, you can click on \u201cWorkflows\u201d to see your current workflows. You can create a new workflow, and from there, you can add a name and triggers, which send out certain emails based on things like video and email engagement. You will also see the conditions field. For instance, \u201cincludes any of\u201d means a recipient has to have only one tag to be included here. \u201cIncludes all of,\u201d by contrast, requires a recipient to have each and every tag to be included. Once you are finished, you can click \u201cSave and Continue.\u201d<\/p>\n<p>From here, you can actually start building your workflow. First, you must add an action. Your most likely option at the beginning is to \u201cSend Campaign.\u201d You then select the email you just created. Upon clicking submit, we can add an additional step. For instance, we may want to add a delay (say two days). After submitting, we can add an email that will be sent two days after the first. You simply click \u201cAdd an Action\u201d and then \u201cSelect Campaign\u201d and select another email that you would like to be sent. Once you draft your emails, you will your library of emails there. After clicking submit, you can see your workflow where you send your first email, wait two days, and then send your next email.<\/p>\n<p>You can add as many steps as you need, so the choice is yours. After clicking \u201cSave and Continue\u201d on the workflow page, you can then actually launch your campaign. The first switch you see on the screen, however, is very important. It ensures that you can only trigger your contacts once. In other words, if it ensures you don\u2019t send the same person the same email more than one time. Unless there are particular emails that need to be sent more than once, you likely want to enable this option. Next, when you\u2019re ready, click the second switch to turn on the workflow. Finally, you will note a spam policy agreement, where you agree you are not sending spam to your audience.<\/p>\n<p>By clicking \u201cSave and Close,\u201d you will see that your campaign is ready to go. If you want to add someone into this workflow, all you need to do is click the \u201cContacts\u201d tab, select the contact you want to add to the workflow, and add the tag that you would enroll them into the campaign. When your contact is enrolled, they will receive a series of emails that you have designed and designated in your workflow.<\/p>\n<p>If you have any questions about using <a href=\"http:\/\/dubb.com\">Dubb<\/a> to manage your email drip sequences, feel free to reach out to chat and email support. In the future, you will also see additional triggers that are added to workflows, which will provide you with even more functionality and customization in the <a href=\"http:\/\/dubb.com\">Dubb<\/a> platform.<\/p>\n<p><u>The Final Tutorial<\/u><\/p>\n<p>In part three, you will learn how to optimize your workflows and email drip sequences. Stay tuned!<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,237,121,100,228,129,7,151],"tags":[307,119,30,236,32],"class_list":["post-3373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-business-growth","category-email-marketing","category-marketing","category-social-media","category-tips","category-tutorials","category-video-marketing","tag-email-drip-sequences","tag-email-marketing","tag-video","tag-video-email-marketing","tag-video-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email drip sequences 101: How to build a marketing automation workflow - Dubb Blog<\/title>\n<meta name=\"description\" content=\"While it does not need to be limited to the following number of steps or emails, building your email drip sequence should never end.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dubb.com\/blog\/email-drip-sequences-101-how-to-build-marketing-automation-workflow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email drip sequences 101: How to build a marketing automation workflow - 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