Email Automation

Common Questions About Email Automation

• What is an email campaign?

  An email campaign is a series of emails that are automatically sent to people on an email list. Trigger-based email campaigns are sent in response to a triggering event such as when a record is added to Salesforce as a lead or when a website visitor views a specific page. Time-based email campaigns are typically sent leading up to, or after, a specified date such as the week before Black Friday or a week after purchasing a service.

• What is a nurture campaign?

  A nurture campaign is a series of emails that an organization sends to leads that have submitted their information in hopes of learning more about a product or service. Typically, leads submit their information because they believe the organization will solve a pain point that they’re currently experiencing. Sales acceleration tools, like ZoomInfo Engage, allow users to create and automate nurture campaign workflows so that leads are automatically provided with valuable information over a specified period.

• What is an email nurture campaign?

  An email nurture campaign consists of a series of emails that are sent to leads when they exhibit predetermined behavior. This behavior can trigger timed and targeted campaigns to help guide leads to purchase a product or service.

• How do I create an email funnel?

  An email funnel is an automated chain of messages sent out to leads that should guide them towards taking a desired action. While building out an email funnel can seem daunting, the following steps should make it more manageable. 

  Develop a lead generation form for engaged leads or segmentation strategy for cold email

  Lead generation forms require website visitors to fill out a number of fields that help capture information about who a prospect is, what they care about, and most importantly, how to reach them. Connecting lead generation forms to an email sequence helps sales organizations capitalize on engagement in real-time. Conversely, sales representatives can create segmentation strategy in their outbound strategy using similar data points. 

  Build out a sequence

  An email sequence is simply a series of automated emails sent out to leads according to a number of variables, including. Common elements to consider while building an email sequence include the cadence (timing and number of touchpoints), firmographic and demographic information related to the prospect, or if applicable, the initial offer a prospect interacted with to kick start the sequence. 

  A/B test common variables to improve performance

  Email funnels should present different messaging, at different times. But the Key Performance Indicators (KPIs) are all the same: open rates, click-thru rates, and response rates are metrics that clearly indicate the efficacy of an email funnel. However, the timing, messaging, number of touchpoints — and the offer within each touchpoint — are also critical variables sales organizations should consider while measuring the success of their email funnel.

• How to create an email campaign?

  Determine the audience you want to target with your email campaign. Identify the value points that you want to focus on in your campaign. Create a specified number of emails focusing on these different value points (three-to-six steps are ideal). Establish the cadence with which you would like your emails to be delivered. Execute a high number of touches in the first 10 business days, then increase the wait time between each touch gradually. Test and compare different subject lines and calls to action (CTAs). Don’t jump around from subject to subject. Be concise, clear, and value-driven.

• What makes an effective email campaign?

  Effective email campaigns typically contain a few key elements. The first element entails providing value to your audience, typically by presenting a solution to a problem. Second, you need one clear CTA that directs your audience to take the next desired step. The third is an effective cadence, which we define as how frequently and through what channels you follow up with after the first touch. An example would be three emails, each two days apart, with a call after each email. Finally, tailor your message to your audience. Segment your audience by their use case, company size, or the criteria that works best for your business. Keep it automated, focused, and use these elements to create your go-to-market engine.