how to easily automate your emails
TRANSCRIPT
© Constant Contact 2015
How to Easily Automate Your EmailsInspire your new subscribers to take action NOW!
© Constant Contact 2015
Online Marketing Coach who pushes her clients to do MORE….THINK
BIGGER…ACCOMPLISH MORE, in the online world
www.vanessa-cabrera.com
Vanessa Cabrera
Connect with me
facebook.com/yoursocialmediamentor Linkedin.com/in/vanessacabrera
@mentor-vanessacabrera
You receive...
3
Automation tools are good for you and them
Your customers receive...Clicks & downloads
Bring visitors to the door
Prompt reservations
Encourage calls
Coupons & discounts
Videos, guides, e-books
Support & assistance
Information & tips
91% of people
check their email daily
Source: Litmus
4
The Benefits of Email Automation
82% sign up for
email on brand websites
Source: Litmus
72% sign up
expecting discounts
Source: .slideshare.net/bluehornetemail
74%of marketers who
have used automation say they have
benefited from a competitive advantage
Source: Our Social Times & Constant Contact
55%of these marketers
say they have increased revenue
Source: Our Social Times and Constant Contact
96% of customers who
visit your website are not ready to buy
Source: Kissmetrics
5
Factors Preventing Small Businesses From Implementing Marketing Automation
63% Of visitors will not
return to your website
Source: Kissmetrics
46% Lack of time
43%Lack of budget
59%Lack of
knowledge
Agenda
6
1. What is an automation campaign?
2. How do you know if you should use one?
3. How to use it the RIGHT way
4.How others use automation tools
5. How to easily combine social media with your automated emails
6.How to create your own automated email(s)
7
What is an Automated Email?
What is an Autoresponder…Funnel…Drip?
1. What is an automation campaign?
1. What is an automation campaign?
Autoresponder
8
Welcome!
Autoresponder works while you do.
How does it work?
9
1. What is an automation campaign?
Subscriber joins via website, blog post, or social media channel or you manually add them to a list
A birthday email can be sent in advance of one’s special day
A special message can be sent in advance of milestone date
In a series, previous email sent triggers next in queue
When a contact is added to a list
Birthday event
Anniversary event
Previous email
Actions that trigger emails to send messages to new subscribers:
1. What is an automation campaign?
10
Date-based automation List Join automation
Series of messages sent to new subscribers
Messages initiate when prospects join mailing list
Triggered by subscription
One message sent to existing customers
Messages initiate on special dates/occasions
Triggered by data in contact record
Created in advance for marketing
Short, sweet & evergreen
Contains onecall-to-action
EmailWebsite
Social Media
Make a lasting impression. Every time.
Offer an incentive to join your mailing list – then
make it easy
1. What is an automation campaign?
They subscribe!
Autoresponder delivers incentive
immediately
Subscriber takes action by
redeeming coupon
Agenda
12
1. What is an automation campaign?
2. How do you know if you should use one?
3. How to use it the right way
4.Next steps
2. How do you know if you should use one?
13
2. How do you know if you should use one?
If you answer ‘yes’ to any of these questions…Then Autoresponders are right for you
Do you send the same introductory information over & over?
Do you neglect to send information to new subscribers?
Do you believe each subscriber should receive a friendly welcome?
Do you want to create a lasting first impression immediately?
Do you have specialized sub-audiences with varying interests?
Do you want to celebrate customers’ birthdays?
Do you want to send annual reminders?
14
2. How do you know if you should use one?
60%
Source: Fleishman-HillardChiefMarketer.com
Welcome Email = The MOTHER of all emails
Use Automation Campaigns.
Agenda
15
1. What is an automation campaign?
2. How do you know if you should use one?
3. How to use it the RIGHT way
a.Identify the goal of an autoresponder series
b.Use evergreen content
c.Segment your contacts
4.Next steps
3. How to use it the right way
Identify the goal. Strategize.
3a. Identify the goal of an autoresponder series
A B
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17
3b. Segmentation
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Segment lists by your audience’s interests
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Event Announcements
Free ShippingSpecial Offers and
Discounts
Free ShippingFree Shipping
New Product
Announcements
Event Announcements
Project Guides, Blogs
Generalized InterestSpecial Offers and
Discounts
Free Shipping
Special Offers and
Discounts
Generalized Interest
New Product
Announcements
Generalized Interest
Project Guides, Blogs
3c. Use evergreen content
Identify what you can offer - you have plenty
Record a video series via smartphone
Coupons, promo codes, consultations
or gifts
A special recipe
Highlight products, services, employees
with images
Share a collage of photos
Link to an informative blog post
Access to an e-book, webinar or podcast
A handout, cheat-sheet or How-To guide
Tell your story in installments
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Make it timeless. Make it “evergreen”.
It is timeless, it never expires
It includes goal-driven calls-to-action
It’s short & sweet;informative, useful &
timely
Make it your best content.
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How Real Businesses Are Automating their Emails
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List Segmentation
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4. How others use automation tools
Welcome Autoresponder Email Series
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4. How others use automation tools
Other Ways to Use Autoresponders
A SMARTER way to look at Email Marketing
26
4. How others use automation tools
Other Ways to Use Autoresponders
A SMARTER way to look at Email Marketing
4. How others use automation tools
36
B2B example: Building Aspirations
Welcome Email: Sent Immediately
1st Automated Email: Sent day 3
2nd Automated Email: Sent day 6
3rd Automated Email: Sent day 11
37
How to Combine Autoresponders with Social Media
38
Use the URL link to your
sign up form throughout your online presence!
Agenda
41
1. What is an automation campaign?
2. How do you know if you should use one?
3. How to use it the right way
4.How to Create YOUR OWN autoresponder
5. Next Steps
44
5-DAY WELCOME SEQUENCE AUTOMATION PROGRAM
• Scripts to all 5 emails
• The psychology and strategy behind each email to better help you create yours
• Access to 5 Facebook Livestreams where I cover the who, what, and why questions of each email
• Access to a 90 minute live training where I review the entire welcome sequence and share 3 other autoresponders I use to bring in automated revenue