Want a way to interact more with your customers and prospects, while spending less time doing it? It’s time you learned the email marketer’s best friend: Automation. Much of your email marketing can be automated; certain events can trigger workflows that send emails to prospects based on their behavior. This means that you are sending the right messages to your prospects at the right time. It takes the guesswork out of email marketing and ensures you’re not bombarding potential customers with information they don’t want. HubSpot workflows for the manufacturing industry save you time while also keeping in regular contact with your customers at all stages of the Buyer’s Journey.
HubSpot Workflows for the Manufacturing Industry
Are you ready to give email automation a try? There are countless ways that you can use this powerful tool, but here are a few of our favorite workflows for manufacturers.
1. New customers
A little extra attention goes a long way. When a contact turns into a customer by making a first purchase, it’s great to have a thank you/ welcome email chain. They’re sure to remember you the next time they need to make a purchase, and building that relationship means turning more first-time customers into repeat customers.
2. Email sign-ups / content downloads
If you offer content downloads or other free stuff on your website, set up an automated email chain to further engage the people who download your content. If they download your e-book, send them well-timed emails with links to relevant blog posts and other related content. When your customers tell you they’re interested in something, give them as much of that thing as you can.
3. Lead nurturing
Capturing a prospect’s email address is only the start. You have to keep in contact with them until they’re ready to make a purchase. You can set up automated emails to deliver sales messages appropriate to where your contacts are in the Buyer’s Journey. Your email messages should be relevant to what your contacts are searching for, and they should help to move them through the Sales Funnel. Following up with email means fewer leads get dropped.
4. Event registration
Automated event registration reminders can be sent through email, but they shouldn’t end there. Consider sending prospects information regarding the event or similar topics. After the event, send collections of slides or recordings of presentations as an extra touchpoint. These emails keep the conversation going even after the event is over.
Don’t stop contacting a customer after they make a purchase; use their purchase as an opportunity to offer them more. Email chains can trigger based on a customer’s purchase history - the information can be used to offer additional products, features, and services that complement the original purchase.
6. Purchase reminders
Do you sell products that customers tend to reorder regularly? Set up an email reminder system to let them know when it’s time to reconnect and place another order! Bonus points if you include an easy method of reordering in the email itself!
7. Customer follow-up
You can set up automated emails to deliver satisfaction surveys to your existing customers, and ask if they’d be willing to provide references, testimonials, or be featured in a case study. You may also want to consider setting up email workflows to check in with inactive or former customers.
The key to these automated workflows is to be strategic. You don’t want to spam your customers’ inboxes with endless messages, but you also don’t want them to forget about you. Set up workflows that make sense for your situation. Maybe you can automate things like purchase reminders and new customer welcome packs, but want to handle customer follow-ups yourself. Knowing your customers will help you to decide what should be automated. Find ways to make automation work for you.
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