Everyone I talk to is totally into email marketing automation, but when I dig deeper – they haven’t actually done any. Yet, this is one of the most productive tools available to today’s marketer. Once you put together your sequences, you’re free to do other impactful things to move your company forward. Those email sequences will keep nurturing your leads with no additional effort required. It can be a beautiful thing!
GOAL: Get Email Marketing Automation Working For You
Where most get stuck has nothing to do with writing the content, it’s designing the flow. It can seem daunting, but it comes down to answering six (6) straightforward questions:
- What topic would add value to my audience?
- Can it be broken down into smaller pieces? If so, how many pieces?
- How do I let my audience know this content exists?
- How do they add themselves to the list? What’s the trigger?
- How many days apart should I schedule each element of the email sequence?
- How do I keep it relevant? How do I expose them to other topics that may be of interest?
Questions 1, 2, 3 & 4
The first two questions you have to figure out for yourself based on your business. Question three can get complex, but to keep it simple, start by mentioning the content in your blog posts (like I’m doing here). Then, create a form within your blog post to add them to a list built specifically for the topic you’re discussing. When someone is added to that particular list, it will act as a trigger to send the first email (you can configure the trigger to send immediately, tomorrow or in a specific number of days after signup).
In the form below, if you enter your first name and email address, you’ll be automatically added to my list of people who want to learn more about email marketing automation. And, you’ll receive an email within an hour.
We use MailChimp to manage our email marketing automation. It’s relatively inexpensive, has a ridiculous level of functionality and works natively with most other marketing systems (like Spokal – the marketing automation system we use to manage everything that happens on our website – it’s how I created the form above and connected it to MailChimp).
When setting up sequence timing, consider the following:
- Keep the timing natural – allow it to unfold over time. You don’t need to rush it. If the frequency is too high – they may get annoyed.
- Change it up – for example, if I introduce a technical concept in an email, I may follow-up with those who opened that email with an email going into more detail. The people that didn’t open the initial email will never see the more detailed version. Conversely, 4 or 5 days later – I’ll send the same email with a different subject to those who didn’t open the initial email. That’s a guaranteed way to increase email opens – usually by 50% or more.