Develop lead with email automation

Advancing Sales Leads with Email Automation

Email marketing is an effective way to build a relationship with customers and prospects.

It also provides you with the opportunity to nurture leads into paying customers by engaging them through personalized campaigns that are relevant, timely, and valuable.

That’s where Automation comes in.

This article will outline how you can use Email Automation effectively for advancing your sales leads.

Email Automation

Email Automation is a way to create email campaigns that are triggered based on a specific date or action.

Your emails can be scheduled (ex. specific date) or triggered (ex. customer takes an action).

These automated emails can be scheduled out ahead of time so you know when they’ll go out and what will happen every step along the way, from customer engagement through lead nurturing to finally converting into paying customers.

There are many benefits to Email Automation.

For instance, by sending out email campaigns on a scheduled basis with consistent information and content, you can keep your brand in front of customers without having to manually send emails every time.

You can automatically send out emails whenever you have an important event or when they purchase something from you for the first time.

You can track your customer’s behavior and adapt your content and your campaigns to suit them on an individual basis.

If you do it correctly, you can use it to continually nurture your sales leads.

Advancing Sales Leads

Advancing your sales leads is the process of engaging prospects to turn them into paying customers.

Email automation is a great way to do this because you can build loyalty and create valuable relationships with customers.

You can advance your leads by sending out email campaigns that are specifically geared towards building a relationship with the prospect and providing valuable information at just the right time.

Scheduled emails may appear to be your average, standard marketing email to the recipient.

For example, highlighting an upcoming sales event or special promotion is something that is business-centric, not customer-centric.

Triggered emails can appear more personalized because they are sent after a customer takes a specific action.

Campaign Monitor lists 7 types of triggered emails in their blog post. Those trigger examples are:

• Welcome Emails

• Onboarding Emails

• Transaction Emails

• Re-engagement Emails

• Product Inventory Updates

• Event Announcements

• Survey/Feedback

Of this list, the ones that are more likely to feel personalized to the recipient are:

• Welcome Emails

• Onboarding Emails

• Transaction Emails

• Re-engagement Emails,

• Survey/Feedback


Because these are triggered by the behavior of the recipient.

The customer takes an action, and then receives a response and/or a follow-up from your business.

That helps drive the perception of personalization, even more so than using their first name at the beginning of your email.

That recipient’s email interaction with you is based on steps they have taken, and you are (automatically) responding to those actions.

As you are designing email automation workflows, make sure to utilize A/B testing to see which emails and workflows you develop work best.

As you continue to get creative in your workflow design, it is important to also follow up in-person to provide that personal, one-on-one touch.

Move Out

Now that you’ve got the premise, it’s time to move out.

Most email marketing software has email templates to get you started.

Take a look at what your software has to offer and start experimenting with their triggered workflows.

When looking at their templates, put your Intel hat on and objectively view these workflows from the recipient’s perspective.

Determine which ones are business-centric, things like sales, dates, and promotions, and determine which ones are customer-centric, or emails triggered based on an action the recipient takes.

Choose the customer-centric templates, personalize them for the recipient, and start advancing your sales leads through your funnel.


This post may contain affiliate links. Click here for my disclaimer.


Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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