How To Get Started With Email Marketing Automation
Do you want
Email marketing is one of the most effective internet marketing methods and it is currently being used by thousands of businesses (small, medium sized and even the large companies). Why?
marketing with emails
is inexpensive, easy to track and share and you get a very fast reach while building your brand and your tribe.
ombining some ‘best practices’ with the right tools, you can deliver deep personalized suggestions to the people just looking for them: this nice thing is called email marketing automation.
Basics of email marketing automation
The whole process is very simple and it's based upon the
IF → THEN
First off, you have to
create your buyer persona and plan your strategic marketing
from the very first visit to the end sale to have clear all the steps involved.
Create a sequence of emails based on specific actions you want your leads to do
(we call this sequence of emails
Give every action a "score" to "rate" your lead's interest.
Sort out the hot leads.
Nurture your hot leads by providing the kind of information they need in order to become your customers.
You either send emails when leads:
a specific action (open an email, click a link, visit a page) and/or when:
do not do
the specific action you want them to do (if they do not open an email, you can send another email with that in mind)
How to set up a basic email marketing automation
In order to automate your email marketing, you need an email marketing automation software. I'm using MailerLite (you can learn more about their services
The entire process of setting up an automation will remain basically the same , no matter which provider you will use.
reate a broad list of subscribers (for example: Newsletter)
Create a group inside the broad list of subscribers (for example: US leads)
Create "triggers" (for example: opened your email)
You may want to create deeper groups inside each group (the 'Segments').
This deeper segmentation is what allows you to send specific emails only to specific 'segments' and exclude the others.
When you select your Segment, then you need to choose the Trigger, that is the specific action your leads need to do in order to start receiving emails from you.
There are several options you can use as 'triggers', for example:
"When a subscriber joins a group"
"When a subscriber opens an email"
"When a subscriber clicks on a specific link"
"When a subscriber visit a specific page"
You can go as specific as you wish and prepare one (or more) emails that will go out when your lead do/not do a specific action.
Prepare a sequence of emails based upon the
IF → THEN
concept I mentioned above.
For example, if your leads just opted in for an offer you promote, the first email will be a welcome email with the specific link to the offer.
In a perfect world, visitors become your leads, open all your emails, click your links, see your offers. And buy everything you have to offer.
An email marketing software allows you to see how your leads interact with your content so that you can encourage them to become your best customers.
You can fully and quickly customize your
email follow up
by chosing the exact email to send, the frequency, the condition to be presented in order to send the email and the action the lead need to do/not to do .
Don’t know where to start?
provides handy visual examples of how workflows can be used in practice.
Series of emails
Link trigger campaign
To get the most out of your mailing list, you need to change the way you think about it and the way you approach it.
That is to say that your mailing list is something that you will use in order to open up the lines of communication with the ‘insiders’ in your group. These are your truest fans and in that way, they almost have some level of ownership over your site. They’re a part of a movement and they’re there to contribute their ideas and suggestions as much as they are there to buy from you.
So, write to your mailing list as though they were your friends or your business partners. Let them know what’s new for the brand and ask for their input. Most importantly: when they respond, write back.
By doing this, the recipients of your mails will feel as though you really care about them and as though they can really trust you. This not only makes them much more likely to buy from you in the long run but it also turns them into ‘true fans’.
True fans are fans that will share your content, that will spread your message and that will read every message you send. This is much more valuable than making a few direct sales!
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© 2018 by Marisa Specogna