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Marketing | 5 min read

Email Flow Automation for Direct-to-Consumer Brands

Deliver better email, automate your marketing and save time with email marketing for direct-to-consumer brand with help of Butter, a digital agency from Hong Kong.
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Tiffany Pau
By Tiffany Pau
February 10, 2022
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Email Marketing For Direct-to-Consumer Brands Made Simple

Running an online business is no easy task. So many decisions to make, so many details to take care of — it's enough to make anyone want to drop everything and go back to bed.

With the changing landscape of social media and digital transformation, the old way of doing things is over, and if you're not actively trying to automate your email marketing, you could be leaving hundreds of thousands of dollars on the table.

Building a solid automation flow can be a great way to increase the lifetime value of your subscribers, and make you money. Email marketing automation is the future of any business looking to succeed in a connected world.

Getting started with email marketing automation

Email marketing automation is the use of software or a combination of software and human input to manage a series of email communications with customers or prospects. This is based on customer behaviour, characteristics, or other information gathered by the organization.

Email marketing services are used to target customers based on their actions or preferences in order to send them emails that are relevant and timely. It is also used to help increase conversion rates and drive sales.

Through email marketing automation, organizations can also create a customized experience for each individual customer based on his or her preferences. This helps companies reduce costs through decreased labor hours spent on email communications by using pre-written content that can be sent out automatically

Which email flows should you go with?

There are several different types of automated email marketing flows. The flows that are most commonly used include:

Welcome flows: These emails welcome new subscribers to your primary newsletter and keep them engaged through a series of emails that introduce them to the content you offer.

Abandoned Cart flows: These emails are sent to subscribers after they have browsed your store. Also known as "cart abandonment" emails, these can either be triggered by the subscriber's inactivity or by a visitor who abandoned their shopping cart without buying anything.

Winback/ Re-engagement flows: These emails are triggered by a subscriber's inactivity, and they encourage inactive subscribers to come back.

Transactional flows: These emails contain information about a product a customer has ordered; delivery status updates; order confirmation; and shipping notification, among others.

Choosing the right Tool-kit

With hundreds of companies out there all offering similar services, anyone could easily become confused as to which tool would best fulfill their business needs.

Butter, an Email Marketing agency in Hong Kong, tried these tools and made a list to make it easier for you to make a decision. These tools vary based on business purpose as well as based on your industry. But we feel this is a great place to start for any new business.

  1. Klaviyo

    Klaviyo logo

    Klaviyo is an email automation software that helps you create beautiful, relevant emails to nurture relationships with your audience. It offers you an easy way to create rich, dynamic content. Butter is also a proud partner with Klaviyo to support direct-to-consumer businesses growing across Hong Kong.

    You can use this functionality to build a detailed customer profile page and encourage subscribers to engage with your brand.

    With advanced segmentation capabilities to send more targeted campaigns, automated workflows, and easily advanced integrations Klaviyo is one of our top picks when it comes to automation.

    Great News: We are a Klaviyo Silver Master Advisor Partner, and we're super excited to help clients drive sales & leads via automated email marketing flows. Read more here!

    Get in touch if you'd like to learn more about Klaviyo and email market service offering or click this link to sign up for a free trial!
  2. Mailchimp

    Mailchimp logo

    Mailchimp email marketing is one of the best email marketing software providers in the market today. It is a cloud-based system that allows users to easily create, send and manage email campaigns for their clientele.

    The new version offers better tracking features, which enable you to track every click on the links present in your newsletter effectively. Also, the overall functioning speed has been much improved in comparison with its previous versions.

    Butter Case Study

    We recently helped a long-time client, Love from Blue, on their email marketing strategy and email automation flow set-up with Mailchimp. Read more about our email marketing case study for Love from Blue here!
  3. Active Campaigns

    Active campaign logo

    The main advantage of this email marketing software is that it is easy to use, and even if you are a beginner in email marketing, you will be able to create your first campaign and send it out within minutes.

    The interface is intuitive and the messages are easy to format via drag & drop. You can create beautiful clickable buttons and links easily with this platform. Also, Active Campaign has a very high-quality built-in spam filter that will protect your emails from being caught in spam filters.

  4. SendGrid

    Sendgrid logo

    Sendgrid offers a great package for email marketing and transactional emails, with features like tracking and analytics, transactional email support, recurring emails, and automation.

    It's a complete solution that'll help you grow your business by providing a reliable delivery service for all your transactional email needs.

    Note: At Butter, we use SendGrid often as an SMTP service - that helps our client's emails get through spam filters!

  5. Campaign Monitor

    Campaign Monitor logo

    Another one on our watch-list is Campaign Monitor. They have a great set of features that are tailored to the needs of direct-to-consumer brands.

    Campaign Monitor does not charge you for the number of contacts you add or the number of emails you send. You get unlimited contacts and unlimited sends. Campaign Monitor helps you create, send, track and optimize your emails.

    It also offers a comprehensive analytics suite with campaign tracking and segmentation reports, as well as real-time reporting tools so that you can measure the performance of your campaign in real-time and adjust as necessary.

How can these tools benefit direct-to-consumer brands?

Email marketing tool for DTC brands

The success of email marketing is evident in the increasing number of companies that are implementing it. With over half of the world population using email, and a growing number of businesses getting into the game, why shouldn't you? The benefits of email marketing for direct-to-consumer brands are manifold:

Cost-effective: Getting your message across to potential customers does not have to be expensive. You can reach more people with your emails than you can by any other means at a lower cost.

Online visibility: There is no question that online visibility has become increasingly important. Email is one of the most cost-effective ways to increase online visibility.

Letters are more than just words on a screen; they represent a real human-to-human exchange. This makes them very effective for reaching out to potential clients or customers.

Find new customers: Email campaigns offer the opportunity to create direct communication with your target audience and find out important information about them.

Gain customer loyalty: Most companies are looking for long-term relationships with their customers rather than one-off transactions. By using email marketing, you can build customer loyalty and make repeat purchases easier for your clients or customers.

Create brand recognition: By sending emails with your company logo or mascot, you create recognition amongst your target

Final Word

Yes, content is king. But it is only half the battle. To make sure your content gets read, you need to use new and exciting strategies to attract the right eyeballs.

And that is what our email marketing experts are here for – to help you get more subscribers opt-in through targeted email marketing campaigns.

So if you’re ready to take your business to the next level, get in touch today to schedule a free consultation with one of our email marketers.

The sooner we get started, the sooner you can start gaining subscribers, selling products, and boosting your sales.

Email marketing isn't dead, it's simply evolving into something that's more user-friendly for companies of all sizes.

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Tiffany Pau
By Tiffany Pau
Digital Strategist
Tiffany is a Biochemistry graduate from CUHK. After graduation, she worked as a Digital & Analytics intern at L'Oréal APAC for more than a year before joining Butter as part of the Graduate Programme. Tiffany now works closely with the Strategy and Business Development Team to meet output expectations and contributes to managing client projects within Butter.

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