4 Novel Ways to Get More Out of Your Automated Campaigns

This post is the 7th installment of our new series, The Ultimate Guide to Email Marketing – an 8-week series that covers the fundamentals of email marketing. Last week we covered the best time to send your emails. Now we are diving into email automation!

If someone is interacting with your contents, you know that you have a hot prospect on your hands. And when you have got a hot prospect, the last thing you want is for this to cool down.

That is why automated email campaigns can be so beneficial to your business. In fact, you may have already seen how creating campaigns could help ensure that you’re not missing out on key opportunities while you are busy doing other things.

For some, automated emails are the core of their business.

Email automation is the lifeblood to our businesses. - @Jtrondeau

Whether you are new to email automation or you have already implemented it, let’s dive into a few more ways you could rev up your campaigns to maximize the ROI on email marketing.

Here are 4 customer segments you should consider targeting for automated plans.

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  1. The newbie

This might sound obvious, but new customers probably do not know who you are. And as we all know, today’s buyer is about engagement. The more people know about you, the more invested they will become in your brand.

So tell them.

Here is how: When new subscribers sign up for your email list, go ahead & start sending them your regular content… but, add them to a welcome series.

In your welcome series, spell out who you are & what you’re all about. Let your passion for your subject shine through & you’ll go a long way toward building connections with customers. Check out this welcome follow up from the survey platform, Typeform.

Typeform welcomes new customers and shares ready-to-go templates to simplify getting started. I love how they encouraged social sharing in the P.S. section.

  1. The vanisher

How many people have signed up for an email course that they never bothered to take? Well sure, it is fine when you do it, but it is annoying as all get-out when one of your prospects does it.

An unengaged user means emails are going unopened. That not only means that you are losing this person’s attention, but it could affect your deliverability.

Here is what to do: Check your stats to find the people who have not opened your emails.

Set up a campaign to contact them with a reminder email in a month. You could give them a gentle nudge about the course they signed up for & give them an opportunity to restart.

Maybe they were just too busy the first time around. Circling back could give you a better idea of what went wrong. Users who’re truly interested in your content will be happy.

Tip: We suggest that you mention what you are going to talk about in your subject line. But Nathan Latka of Heyo once told us in a webinar that he goes for a really short subject line that provokes curiosity. In the right context, something like “Hey …” can be surprisingly effective. The casual & familiar tone coupled with the slight recognition of your email address perhaps enough to prompt an open.

  1. The finisher

Did someone finish a course?Now take that campaign & link it up with another one that promotes your next course.

Since that customer is familiar with your brand, they perhapsmore likely to sign up for your other offerings.

Linking campaigns can come in handy if you want to do things such as nurture prospects into loyal customers. If you host a contest to raise awareness of your brand & supercharge your list growth, you will then need to tell them more about yourself. After welcome series, try leading them into an educational series about your business & product offerings.

  1. The attendee

Has someone come to one of your events? That means he or she probably got a ton of the emails from you beforehand about where to park, where to sign in & special promotions.

However, do not let this be the last time they hear from you. Before the event is over, encourage attendees to subscribe to the email list.

Use a mobile sign up form app so people can subscribe to your list on the spot. This way, you could set up an automated campaign with materials from the event, such as presentation decks/websites of different speakers, stay connected with them in the future.

Last summer, when our team attended Podcast Movement, we held a giveaway & captured email addresses using the Atom App directly. After someone signed up, they received an automated email with contextual content about the contest & conference.

This plan not only encouraged further interaction with our team, it helped establish a longer-lasting relationship for attendees who otherwise might have forgotten about us.

Using automated campaigns to keep your brand top-of-mind help lead to future purchases.

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