Automate Your Marketing - Planning Ahead to Convert and Keep

© Constant Contact 2015

Automate Your Marketing Planning ahead to convert and keep

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

Marketing has changed.

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1. Marketing for today

Marketing then.

Marketing now.

Find

Convert

Convert

Keep

You receive...

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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

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82% sign up for

email on brand websites

Source: Litmus

72% sign up

expecting discounts

Source: .slideshare.net/bluehornetemail

$44.25 average return for every $1 spent on email marketing

Source: salesforce.com/blog/2013/07

3x higher conversion rate than

social media Source: forbes.com/sites/mckinsey

Email marketing:

Glossary

Glossary of terms

Autoresponder Any kind of pre-designed automated email

Date-based triggers Automated emails that send on a birthday/annual date.

Contact An existing email address you already have

Subscriber A brand new email address you didn’t have before

Campaigns Your email marketing message(s) or promotion(s)

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Agenda

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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

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Automation campaigns can help send what you wish you had the time to send.



Autoresponder

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Welcome!

Autoresponder works while you do.

How does it work?

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Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) 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:


Automation

List Join Triggers

Welcome Emails

Autoresponder Date Based

Anniversary Birthday

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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 one call-to-action

Email Website

Social Media

Make a lasting impression. Every time.

Offer an incentive to join your mailing list – then

make it easy


They subscribe!

Autoresponder delivers incentive

immediately

Subscriber takes action by

redeeming coupon

Agenda

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4.Next steps


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If you answer ‘yes’ to any of these questions… Autoresponder may be 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?

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60%

Source: Fleishman-Hillard ChiefMarketer.com

higher open rates reported when new subscribers received Welcome Email

89% of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns.

Agenda

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a.Identify the goal of an autoresponder series

b.Segment contact list

c.Use evergreen content

d.Determine the timing

4.Next steps


Identify the goal. Strategize.

3a. Identify the goal of an autoresponder series

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3

4

A B

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Identify the goal. Strategize.

3a. Identify the goal of an autoresponder series

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3

4

A B

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3b. Segmentation

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Segment lists by your audience’s interests

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Event Announcements

Free Shipping Special Offers and

Discounts

Free Shipping Free Shipping

New Product

Announcements

Event Announcements

Project Guides, Blogs

Generalized Interest Special 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.

3. Timing Best Practices

Scheduling your messages.

Weekly?

Monthly? Bi-weekly?

Occasionally?

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4. How others use automation tools

B2B

Whatever you do…don’t forget The Welcome Email!

B2C Non-profit

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Whatever you do…don’t forget The Welcome Email!

S M T W T F S

1 2 3 4 5

6 7 Regular Newsletter

8 9 10 11 Spring Patterns

Promotion - $3.99/2 patterns

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13 14

15 16 17 18 19

20 21 Subscribed:

Welcome Email

2 free patterns

22 Share social media networks: YouTube, Facebook, Pinterest,

Instagram & Our Company Story

23 LJ Partners Reseller Program & Links &

Sew Powerful Charity Foundation - Zambia

24 Introduction to Pixie Packs & Pixie Perks Rewards Program

25 “Buy 2 Get 1 Free" coupon for $3.99

patterns, Promo Code: onetimegift

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27 Regular Newsletter

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29 1 week follow-up + link to free tutorials

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Autoresponder Strategy Calendar – Liberty Jane Clothing – B2C

New Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/ promotions

Autoresponder Series


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B2C example: Liberty Jane Clothing

Welcome Email:

Sent immediately


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1st Automated Email:

Sent day after


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2nd Automated Email:

Sent day 3


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3rd Automated Email:

Sent day 4


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4th Automated Email:

Sent day 5


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Final Email:

Sent day 8

S M T W T F S


3 4 5

6 7 8 9 10

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12 Subscriber joined today

13 14 Learn How to Gain Contacts & What Content to Write

15 16 17

Subject Lines & Goal-Oriented Strategy

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20 21

22 Simple Messages + Integrating Email into Marketing Plan

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24 List Building Mastery Class Code

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Autoresponder Strategy Calendar – Building Aspirations – B2B

New Subscriber



Regular newsletter





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B2B example: Building Aspirations

Designated Request on Website


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Welcome Email: Sent Immediately


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1st Automated Email: Sent day 3


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2nd Automated Email: Sent day 6


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3rd Automated Email: Sent day 11

S M T W T F S

1 2 3

4 5

6 Subscriber joined today!

Send Welcome Email

7 Additional introduction video from founders

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9 Wildfire damage and controlled reforestation video

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11 How we reforest and rebuild ecosystems

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13 14

15 Request to connect via social

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Where to donate, how to volunteer, donation match program

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20 21

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23 Regular Newsletter

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27 28 Fundraiser Invitation

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New Subscriber



Regular newsletter



Autoresponder Strategy Calendar – The Leaf Line Project – Non-Profit



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Non-profit example: The Leaf Line Project

Welcome Email: Sent immediately


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1st Automated Email: Sent next Day


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3rdAutomated Email:

Sent Day 6


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4th Automated Email: Sent Day 10

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Remind that they subscribed – provide clear way to unsubscribe

Tell them how many emails they can expect

Set email to send immediately after joining

Offer an attractive ‘Thank You’ offer in initial email

Neglect to remind them, neglect to include clear way to unsubscribe

Send a lot of info in one email they have to sift through

Forget to create this ‘evergreen’ immediate follow-up message!

Forget to introduce your brand with your colors, logo, from name & mission statement

Do these... Do not do these...

Agenda

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4.Next steps

5. Next Steps

Next Steps

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1. Determine how automation could be used

2.Identify call-to-action goals

3. Create segmented lists

4.Use evergreen content

5.Determine the timing

5. Next Steps

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

Resources

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Questions?