How To Work With Us?
We at MKTG Rhythm use automations, campaigns, and audience building to build an effective email marketing ecosystem for clients’ businesses that brings value to their customer’s journey. In this blog, I’ve discussed ‘HOW’ we do that.
Just like you, many businesses also wonder what we do behind the scenes and how we can help them with email marketing.
Today I’ll give you a little sneak peek into how we, here at MKTG Rhythm, go about our business and what tricks and tips we use to make sure our clients get the most out of their email marketing.
Our Strategy & Process
To determine what kind of strategy and marketing planning we will use for our client, it is crucial to understand what kind of business we are dealing with and what will be best for them regarding the revenue they are generating and the level of business they are at. From that, we figure out what is the best fit for them.
For our strategy, we have two paths most groups can go down based on the opportunities they have for their business and the revenue they are driving they are driving from their store. These two paths are:
- Foundational Automations, the baseline automations, provides a solid foundation for the audience to grow on and improve the customer lifecycle.
- Automations, campaigns, and list buildings which help to build a long-term relationship by the consistent introduction of new email flows, campaigns (for example, 2-4 campaigns per month), and list-building activities.
There are six baseline email automations that are the most important and generate the majority of the revenue. These automations include the following email flows:
Foundational automations aim to bring customers back to your door for more purchases. Every sequence is sent during the different stages of the customer journey, but all with the common aim of bringing them back and keeping them engaged. They all add high-level value to the customer’s experience.
Inside of that, we also do a little bit of audience building. We help with creating a popover which helps to continue building an email list, as well as collect more first-party data and improve segmentation.
As you can see in the example above, the pop-over forms are a great way to collect more first-party data and learn more about the customers. This helps us to make sure that the welcome flow is tailored specifically for the use cases around the brand.
However, before building foundational automations we build a solid baseline level of templates (hybrid and design) that can be utilized for both automations and campaigns. Even though it is a heavy lift and takes up some time in the beginning, it saves a lot of time later on when we’re building flows and campaigns, as well as all our clients have access to them and can utilize them if needed. We also have this as a productized service where we just work with eCommerce businesses to build templates that they can use later on and as well as 6 foundational automations.
But we recommend this strategy for clients that have just started and are still in the developing stage and have just started to turn the wheel or the businesses that introduced a product in the market making only a few hundred thousand dollars a year. This strategy will ensure a solid expansion in the revenue they’re making. And over time, it will allow them to grow to a level where we can work with them long-term.
Our Email Marketing Ecosystem
What about the businesses that are more established and experienced?
For those businesses, we use different ways of working with them. We call it email marketing ecosystem, which has three components that make it an amazing tool for marketing. These three components are:
- Audience building
These three components are linked together and work in a circle to bring the businesses to a high level. So first, we work on building our audience by understanding their needs. Then we send them the targeted messages, i.e., email automation, to make them feel valued and drive them to purchase from the brand.
Once they purchase, we move towards sending them our email campaigns, so we can stay top of mind and consistently adding value. These campaigns are a good tool for engagement with the audience by keeping them informed and educated. This engagement blooms a deeper connection with the audience, which creates a point of differentiation and trust. Once we have built enough trust to ask for mote data, we continue to refine what we have to improve the experience of the end user.
If a campaign works well, we may work on including it where it contextually fits within the customer journey. Thus getting more mileage out of existing content. The insights from campaigns’ data can also be used to refine the automations and send contextualized content, so the audience feels more valued and becomes loyal customers. This goes on, and in this way, we have a nice cycle of improving that customer experience in the long run.
For most of our retainer clients, we have a set number of automations we build in a month. For example, one or two new automations, or we might be working on optimizing one of the old ones. And then we also have the number of campaigns that we work on building, expanding, and improving.
With this, we also build and refine that audience by testing and experimenting with different tools to see what works best for the brand. For example, testing a monthly pop-over to see how much data it collects and refining it further to make it more effective.
We as marketers have to focus on many things simultaneously, like understanding how we can make the experience better for blog visitors as opposed to visitors to product pages or figuring out ways to improve the experience of the second-time purchasers once they’ve purchased so they can stay hooked to our client’s brand and not forget about it right after purchasing. Besides that, we also keep working on ideas to make that experience deeper and more personalized.
So this is how we work for most of our client groups by building a whole email ecosystem for their businesses. This is where we can get the most value through campaigns and forms. This assists in building the brand’s audience by putting all the data collected to good use.
Moreover, if we see something working well in one of our tools, like campaigns, we can incorporate that into our automation. That’s how we build everything based on knowing exactly what we’re going to do, building the email marketing ecosystem according to that, and then driving the results we want to see. If you do everything well, working on this process becomes fun rather than an extensive job.
So that’s how we go about this business and do everything. I hope you now have a clear image of how we work with our business groups. If you still have questions, feel free to ask in the comments below. So this is all from my side. Don’t forget to give feedback!