© 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.
4
1. Marketing for today
Marketing then.
Marketing now.
Find
Convert
Convert
Keep
You receive...
5
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
6
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)
7
Agenda
8
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
9
Automation campaigns can help send what you wish you had the time to send.
1. What is an automation campaign?
1. What is an automation campaign?
Autoresponder
10
Welcome!
Autoresponder works while you do.
How does it work?
11
1. What is an automation campaign?
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:
1. What is an automation campaign?
Automation
List Join Triggers
Welcome Emails
Autoresponder Date Based
Anniversary Birthday
12
1. What is an automation campaign?
13
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
1. What is an automation campaign?
They subscribe!
Autoresponder delivers incentive
immediately
Subscriber takes action by
redeeming coupon
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
4.Next steps
2. How do you know if you should use one?
16
2. How do you know if you should use one?
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?
17
2. How do you know if you should use one?
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
18
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.Segment contact list
c.Use evergreen content
d.Determine the timing
4.Next steps
3. How to use it the right way
Identify the goal. Strategize.
3a. Identify the goal of an autoresponder series
2
3
4
A B
19
Identify the goal. Strategize.
3a. Identify the goal of an autoresponder series
2
3
4
A B
20
21
3b. Segmentation
22
Segment lists by your audience’s interests
23
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
24
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?
26
27
4. How others use automation tools
B2B
Whatever you do…don’t forget The Welcome Email!
B2C Non-profit
28
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
12
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
26
27 Regular Newsletter
28
29 1 week follow-up + link to free tutorials
30
3. Timing Best Practices
30
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
4. How others use automation tools
31
B2C example: Liberty Jane Clothing
Welcome Email:
Sent immediately
4. How others use automation tools
32
B2C example: Liberty Jane Clothing
1st Automated Email:
Sent day after
4. How others use automation tools
33
B2C example: Liberty Jane Clothing
2nd Automated Email:
Sent day 3
4. How others use automation tools
34
B2C example: Liberty Jane Clothing
3rd Automated Email:
Sent day 4
4. How others use automation tools
35
B2C example: Liberty Jane Clothing
4th Automated Email:
Sent day 5
4. How others use automation tools
36
B2C example: Liberty Jane Clothing
Final Email:
Sent day 8
S M T W T F S
1 2 Regular Newsletter
3 4 5
6 7 8 9 10
11
12 Subscriber joined today
13 14 Learn How to Gain Contacts & What Content to Write
15 16 17
Subject Lines & Goal-Oriented Strategy
18 19
20 21
22 Simple Messages + Integrating Email into Marketing Plan
23
24 List Building Mastery Class Code
25
26
27 28 Regular Newsletter
29
30
3. Timing Best Practices
37
Autoresponder Strategy Calendar – Building Aspirations – B2B
New Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/ promotions
Autoresponder Series
4. How others use automation tools
38
B2B example: Building Aspirations
Designated Request on Website
4. How others use automation tools
39
B2B example: Building Aspirations
Welcome Email: Sent Immediately
4. How others use automation tools
40
B2B example: Building Aspirations
Welcome Email: Sent Immediately
1st Automated Email: Sent day 3
4. How others use automation tools
41
B2B example: Building Aspirations
Welcome Email: Sent Immediately
1st Automated Email: Sent day 3
2nd Automated Email: Sent day 6
4. How others use automation tools
42
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
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
8
9 Wildfire damage and controlled reforestation video
10
11 How we reforest and rebuild ecosystems
12
13 14
15 Request to connect via social
16
17
Where to donate, how to volunteer, donation match program
18 19
20 21
22
23 Regular Newsletter
24
25
26
27 28 Fundraiser Invitation
29
30
3. Timing Best Practices
43
New Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/ promotions
Autoresponder Strategy Calendar – The Leaf Line Project – Non-Profit
Autoresponder Series
4. How others use automation tools
44
Non-profit example: The Leaf Line Project
Welcome Email: Sent immediately
4. How others use automation tools
45
Non-profit example: The Leaf Line Project
1st Automated Email: Sent next Day
4. How others use automation tools
46
Non-profit example: The Leaf Line Project
2nd Automated Email: Sent day 4
4. How others use automation tools
47
Non-profit example: The Leaf Line Project
3rdAutomated Email:
Sent Day 6
4. How others use automation tools
48
Non-profit example: The Leaf Line Project
4th Automated Email: Sent Day 10
49
3. How to use it the right way
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
50
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
5. Next Steps
Next Steps
51
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
54
Get started today… 60-day free trial
www.constantcontact.com
Learn more... Local and online seminars
www.constantcontact.com Scroll down to Seminars & Training
Find help... Constant Contact Marketing Resources
blogs.constantcontact.com/library Check out blog posts, guides, videos, infographics,
recorded webinars and more!
55
Questions?