[PRO SERVICES / BUILD]
Email Automation
Email Automation
For Business
You can't necessarily see the problem with your eye. You have to talk to people to figure out where things are breaking down.
1
Read the email
2
Decide what it needs
3
Record the action
Email becomes tracked work with an owner.
So what are some of these problems?
Here's a partial list:
- Your marketing team sends a message that duplicates one of those sent by another department.
- You allow customers to make changes to their subscription preferences but those changes aren't passed along to your ESP or other marketing automation providers.
- You've just made some changes to your systems and now emails are going to spam folders instead of inboxes.
- Your system doesn't always recognise that a payment has been made, so customers get an email telling them that a payment is overdue, even though it was made.
Others include:
- Sending an email to customers without their consent.
- A critical email that isn't making it to customers.
- Customers have requested not to receive certain types of emails but they're still getting them.
Sound familiar?
Here's a quick overview of the process we'll follow to understand and solve challenges like these:
- You'll provide us with access to the relevant systems, accounts, and email examples. This could include your CRM, your database, your ESP, other marketing automation tools, customer communications, etc. You'll also share with us some examples of recent failures so we have a jumping-off point.
- We'll dig into your systems and review your current process for sending transactional/operational emails.
- We'll talk to team members who interact with your customers, team members who are responsible for sending out operational emails, and team members responsible for the systems that house that information. We'll ask them lots of questions: What types of emails are we sending? To whom? How often? What systems house the information we use to send them? What info needs to be inputted and how? What's expected of your customers? How should we be responding to them? And so on. We'll talk with each of the relevant parties separately and together.
- We'll work together to understand the common failure points, determine who owns which emails/processes/systems, and dig deeper where needed.
- Together, we'll determine which problems need fixing and in what order. Then we'll work together to determine the best way to make the fixes. Does the process need to be automated, or should a person be handling it? Is there a tool that can help with automation? Does everyone understand their responsibilities?
- We'll make sure that every email has a clearly articulated purpose and audience. We'll establish processes for owning the sending of those emails and monitoring for issues. If an operational issue arises, who's going to know about it? How will they know? Can they fix it, and if not, who else needs to be brought into the loop to make sure the issue is addressed?
- We'll help your team to establish protocols for introducing new emails so they can proactively avoid problems down the road.
