The Power of Marketing Automation Flow: Email and SMS


In today’s fast-paced world, the key to success lies not just in utilizing Email and SMS for your business, but in leveraging them strategically and efficiently. This is where marketing automation flows comes into play, revolutionizing the way businesses engage with their audience. In this comprehensive guide, we’ll explore the importance of email and SMS, delve into the realm of marketing automation, learn how to create automation flows that seamlessly integrate both channels, and finally, uncover the myriad advantages that marketing automation brings to the table.

Email and SMS: an industry overview

Before we dive into the intricacies of marketing automation, let’s take a moment to appreciate the significance of email and SMS in today’s digital ecosystem.

Email: A Time-Tested Communication Channel

Email has been around for decades, yet its relevance remains undiminished. Consider these statistics:

  • Global Reach: There are an estimated 4.03 billion email users worldwide, and this number is expected to grow to 4.48 billion by 2024.
  • Business Communication: Over 90% of professionals use email as their primary mode of communication.
  • Marketing Impact: Email marketing has an impressive ROI, with every $1 spent generating an average return of $42.

SMS: The Power of Instant Messaging

SMS, or Short Message Service, is another stalwart of communication, particularly in the realm of mobile marketing:

  • Direct Reach: Over 5 billion people worldwide own a mobile phone, making SMS one of the most direct and pervasive communication channels.
  • High Open Rates: SMS boasts an astonishing open rate of around 98%, ensuring that messages are almost always read by recipients.
  • Immediate Engagement: Text messages are typically read within three minutes of being received, making SMS an ideal channel for time-sensitive promotions and notifications.

The potential of multi-channel communication to achieve your business goals, in one complete tool.

What is Marketing Automation?

Marketing automation is the process of using software and technology to automate repetitive marketing tasks, such as sending emails, SMS and more. At its core, marketing automation is about streamlining workflows, nurturing leads, and delivering personalized content to the right audience at the right time.

Key Components of Marketing Automation:

  1. Lead Nurturing: Guiding leads through the sales funnel by delivering relevant content based on their behavior and preferences.
  2. Email Campaigns: Automating the creation, scheduling, and sending of targeted email campaigns.
  3. Segmentation: Dividing your audience into segments based on demographics, behavior, or engagement level to deliver more personalized messaging.
  4. Analytics: Tracking and analyzing the performance of marketing campaigns to optimize results and ROI.

Creating Automation Flows: Integrating Email and SMS

Now that we understand the fundamentals of marketing automation, let’s explore how to create automation flows that seamlessly integrate both email and SMS channels.

1. Define Your Goals:

Before you start creating automation flows, it’s essential to define your objectives. Whether you’re looking to nurture leads, promote new products, or re-engage inactive customers, clarity on your goals will guide your automation strategy.

2. Understand Your Audience:

Segmentation is key to delivering personalized messages that resonate with your audience. Use data such as demographics, purchase history, and browsing behavior to divide your audience into meaningful segments.

3. Design Your Flows:

Once you’ve defined your goals and segmented your audience, it’s time to design your automation flows. Here’s a basic example of how you can integrate email and SMS in a typical automation flow:

  • Welcome Series: Send a series of welcome emails to new subscribers introducing your brand, followed by a text message offering a special discount on their first purchase.
  • Abandoned Cart Recovery: If a customer abandons their cart, send a reminder email within 24 hours. If they still haven’t completed their purchase after 48 hours, follow up with an SMS offering assistance or a limited-time discount.

4. Test and Optimize:

Once your automation flows are live, continuously monitor their performance and make adjustments as needed. Test different subject lines, messaging, and timing to optimize engagement and conversion rates.

The potential of multi-channel communication to achieve your business goals, in one complete tool.

Advantages of Marketing Automation Flows

The benefits of marketing automation are manifold, offering businesses a competitive edge in today’s crowded marketplace:

1. Increased Efficiency:

By automating repetitive tasks, marketing automation frees up valuable time and resources, allowing your team to focus on more strategic initiatives.

2. Personalized Engagement:

Automation enables you to deliver highly targeted and personalized messages based on customer behavior and preferences, leading to higher engagement and conversion rates.

3. Improved Lead Nurturing:

Marketing Automation Flows allow you to nurture leads at every stage of the buyer’s journey, guiding them seamlessly through the sales funnel and increasing the likelihood of conversion.

4. Enhanced Analytics:

With robust analytics and reporting capabilities, marketing automation provides valuable insights into the performance of your campaigns, enabling you to make data-driven decisions and optimize your marketing strategy.

How to manage Marketing Automation with inTouch-rdcom

Automation Section on inTouch Multichannel Platform

The Automations section allows you to create automated flows that streamline marketing activities and overall management of repetitive communication flows, delivering personalized and timely messages to the target audience. You can schedule them for specific occasions or when a specific behavior is recorded. 

[IF permissions to have both channels email and SMS] Automations are cross-channel: you can reach a contact through both email and SMS messages within the same automated communication flow. 

By clicking on the Automations section in the left menu, you will find the list of previously created automations with the options to edit, disable, delete, or check their statistics. In the top right corner, by clicking on the filter icon, you can filter the list based on name, list, trigger type, automation type, start date, end date, and automation status (active, activating, sent, disabled). 

Through the options available in the last column of the table, for each automation you can: 

  • Edit settings: editing is only possible while the automation is in the submitted state, meaning it is still a draft. Once the automation is activated, it can no longer be edited. 
  • Preview the flow: a window displays the automation settings and details of each message in the flow. 
  • Duplicate the automation. 
  • Delete the automation. 
  • Disable the automation if it is active. 
  • Activate the automation if it is disabled. 
  • View the automation statistics and individual message statistics within the flow. 

Use the Create button to enter the flow for creating a new automation. 

  • Enter a name for the automation. 
  • Choose a recipient list
  • Apply any filters to the list. 
  • Click Next 

Proceed with defining the automation workflow to be sent to your contacts. 

Sending time 

First, define a sending time: this setting affects the sending time of the first message of the automated flow on the day when the condition identified by the triggers occurs. You can choose to send it as soon as possible or schedule the delivery for a specific time and time zone. For example, consider that you have selected a Welcome Series as the trigger and set the flow to start two days after the subscription date. A contact subscribes to the automation’s recipient list on Monday. If you have set the sending time to as soon as possible, the message may be sent at midnight on Wednesday (two days after Monday). If you have set a specific time, such as 9 am, the message will be sent at 9 am on Wednesday. 

In the section below you are now ready to customize the automation workflow, which consists of the following elements: 

  • A start defined by one or more triggers: triggers represent the entry point or initiation of the flow, such as a contact subscribing to a list or a specific date. You can also choose not to set any trigger and only invoke the automation via API. See the following paragraph for details on triggers. 
  • An action: defines the communications that occur at a specific moment in the flow. 

Conclusion: Harnessing the Power of Automation

In conclusion, email and SMS continue to play a central role in modern marketing strategies, offering unparalleled reach and engagement. However, it’s not enough to rely solely on these channels; businesses must leverage the power of marketing automation flows to maximize their impact. By creating automation flows that seamlessly integrate email and SMS, businesses can deliver targeted, personalized messages that resonate with their audience, driving engagement, and ultimately, increasing conversions. With its myriad benefits, marketing automation is the key to unlocking the full potential of your digital marketing efforts.

The potential of multi-channel communication to achieve your business goals, in one complete tool.


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