Sending regular newsletters is not effective. It takes time and is certainly not very good ROI. The solution is lead scoring for MailChimp. The goal is automatic emails. Emails that build and send themselves to the right recipient, at just the right time and with the right content in relation to the recipient’s customer journey.
If you already use MailChimp and Campaign Monitor or another similar system today, then it’s relatively easy to get started making automated newsletters. Most systems already offer automation of newsletters based on the behavior that your recipients have shown when they interact with your newsletters.
But what if we said you could achieve even better results by automating your newsletters based on the behavior your recipients display on your website instead of on your newsletter?
Your website visitors leave digital footprints when they interact with your website. Footprints that reveal something about the individual visitors’ interests in your company and products. This means that with every click your website visitors make on your website, they actually tell you their greatest motivation for purchase and it can help you tune your newsletters to target the right recipients, at just the right time in their buying cycle.
How does lead scoring for MailChimp work?
Making this happen is quite simple. All you need on your website is a lead scoring add-on for MailChimp which can collect all the behavior and digital footprints, your customers leave when they visit your website. That way, you can easily and quickly create automated and targeted newsletters that are sent out to your customers when they are ready to make a purchasing decision.
That’s why Fastbase is bringing LeadScoring to Mailchimp
This will help you create targeted dialogs and automate sales so you can convert more of your website visitors into real customers.
After you implement Fastbase LeadScoring in your MailChimp account, your leads will build a score by moving around your website, with each pageview triggering a lead score. You can set up your lead score model so that it forms an accurate and realistic overall picture of how close a lead is to a purchasing decision.
For example, you can give a score of 1 when the lead visits the front page and a score of 5 when the lead visits the pricing or product page. You can decide for yourself which rules or parameters you want your leads to be scored on. This gives you the opportunity to use your website as an active sales tool that gives you handy data that you can use in your sales!
In Fastbase LeadScoring you can quickly get an overview of the hottest leads. Using the filter feature, it becomes easy to keep track of thousands of leads across segments and at different stages of the buying process.
You thus get the opportunity to see which leads are hottest within a given time interval. You can use this to identify opportunities for additional sales and follow-up sales.
Segmentation in MailChimp with lead scoring on interests
Companies often send out questionnaires to their customers to find out the customer’s interests and purchase motivation. The sad truth, however, is that these questionnaires are already obsolete the day after you receive them from the customer because your customers’ real interests are constantly changing.
Take the example of tour operators. One day the customer is interested in going to France, the next day Africa and the following week somewhere else. Therefore, it is important to always be able to follow the customer’s interests and target marketing and newsletters to the interest that is top of mind. We call this dynamic interest profiling.
This is done completely automatically with our lead scoring add-on for MailChimp. That said, every click your customers make on your website reveals something about the customer’s interests in your various products. With the lead scoring add-on to MailChimp, a daily interest profile is calculated for each of your customers, which is updated in your newsletter system. You will therefore suddenly be able to see what interests your customers.
Example of segmentation with lead scoring
For example, a travel agency will be able to see that a customer has been on their website today and looked at trips to the US and Canada, but at the same time they can also see that the customer has actually spent the last 30 days researching travel to Australia. You can therefore identify where the customer’s real motivation to buy is – Australia – and based on this, send out an automatic newsletter to the customer that contains travel inspiration for Australia. You only need to write the newsletter once and have it automatically sent out to those customers who show a purchase motivation to travel to Australia.
You therefore take care of your customers completely automatically and make sure that your newsletters contain relevant information for the recipients, which makes them more receptive to making a purchasing decision.
How does marketing automation work?
Marketing automation is data-based. This means that data about each individual lead is used to target personalized content to the person in question.
By marketing according to behavioral patterns, you can send targeted content to a lead that moves them further down the sales funnel.
With Fastbase LeadScoring you will get data on:
- Where when a lead visits the website
- How many times he has visited the website
- When was the last time he visited the website
- Which pages he has seen / not seen
- Lead score based-on behavior on the website
- Unlimited profile scores for segmentation according to the behavior on the website.
Your communication will be much stronger and far more relevant with the recipient. By collecting data about everyone’s interests and needs, you get the opportunity to tailor the communication to your leads with a given interest profile and make the content more relevant and current.
Marketing automation is a method based on marketing personally to each individual lead, according to their own behavior.
Example of Marketing Automation programs:
Attention (10 point )
Now we have customer attention. We know he is in the market, but still in the early stages of the buying process. The purpose of flow here is to inspire and motivate around the interest of the lead.
Interrest (25 point)
Now the customer has travelled further in the buying process. The purpose of flow here is to communicate purposefully and value-add around the lead interest profile.
Desire (50 point)
Sends a targeted and personal email from a consultant / salesperson who invites dialogue
Action (100 point)
Now the customer is close to a purchase decision, but just needs to get the last blocks cleared. This is where a salesperson makes a big difference. It is often a time-limited window where a lead needs to talk to the sales department before making a purchase. Often, it is the company that contacts the lead at the right time that scoops the order. Therefore, it is important to focus on the buying process and be vigilant in identifying when a lead becomes a “hot-lead”. The Sales team will receive an email notification to contact this lead
“Triggers” are rules that can trigger an “Action”. With them, you can specify exactly how leads will receive automated newsletters and what next steps to take.
What triggers will you get with lead scoring?
Triggers can be:
- Number of visits to the website
- Days since last visit to the website
- Pages visited on the website
- Number of points on lead score
- Number of points on the various profile scores
- Date on customer card
- Arrival on stage and segments
- Number of days after arrival on stage and segments
- And combinations of the above
Actions can be:
- Change stage
- Add and remove to segments
- Enable Mailflows
- Send the lead to a salesperson
- Assign owner
- Reset scores
Here you can see an example of the setup of triggers:
- When a lead scores 3 points, then a welcome flow of email is activated.
- 3 days after the last visit to the website triggers a “win-back visitor” email
- Having 5 page views on a particular category triggers an email with targeted content
- Has visited a call-to-action page, but has not completed reads a “Win back email”
- Visited a product page 3 times, triggers an email with targeted content around that product.
- A lead score of 100 points, then a notification is sent to a Salesperson.
Does lead scoring add-on work for MailChimp?
You can believe it does! When you write to the customer at just the right time when he or she is genuinely interested in your product or service, you are creating a much better user experience for the customer.
The statistics from customers show:
88% better opening rate than on a regular newsletter
200% better click rate
95% better conversion rate
With Fastbase LeadScoring new automatic newsletters and interest profiling, you will reach the customers who are actually considering buying, which results in you being able to more easily enter into a dialogue with the customers who are ready to receive an offer from you and your sales team. You can therefore expect to receive more inquiries and orders from customers with this type of newsletter. You will also be able to see that it provides more queries and more phone calls. So also remember to get tracking on the soft conversions.