The first step in having success with automating your email marketing is determining which type of email automations you'd like to run.
An automation is a series of actions and emails that run with little to no direct action from you. The beauty of automations is after you set them up, they will run without you until you turn them off, the set amount of time is completed, or actions that you’ve specified occur.
Automations are also referred to as funnels
Ideally you want to create automations that do one of these 3 things with your subscribers
Successful automations will do a combination of all 3 of these.
Specific actions that subscribers can take that will trigger these automations include but are not limited to:
Signing to join your list
Clicking a link in your email
Purchasing a product
Registering for an event
Here are 4 essential automations that you need to have in your arsenal
This automation is designed primarily to build trust with your subscribers as soon as they join your list.
You also use this automation to inform your subscribers about your business, yourself, and how you help your clients. It's also useful to include a 1-questions survey in this automation and tag/segment based on how they answer this question so you can send more targeted email content.
Although this type of automation can be combined with your welcome automation, it can also stand alone in your automation strategy.
This automation is essential if you have a freebie or low cost offer for those joining your list. In this automation, subscribers will receive a tag that tells you what freebie they’ve received then receive a series of emails educating the subscriber further on the topic related to the lead magnet.
Finally you want to end the automation by presenting an offer related to your lead magnet, and tag and segment based on if they take advantage of the offer or not so that you can send them relevant email content.
You’ve secured the sale, but that's not the end of your email marketing. You want to maintain that relationship with your new customer/client and let them know that you value and care about them. This automation does that for you.
This automation begins when your subscriber makes a purchase. They’ll receive a tag detailing which item has been purchased and receive a series of emails that thank them for their purchase, explain how to use or access what they’ve purchased and next steps. After a certain period of time, you can include a trigger that will ask them to leave a review or send a testimonial.
This is my favorite automation because it helps give your email subscribers a well-rounded experience with your brand. Many times, we want people to sign up for our masterclasses and webinars and leave them hanging once they do.
A Webinar automation keeps subscribers in the loop until the event occurs and even after! This automation is triggered to start when someone registers for the webinar or event then they will receive a tag and a series of emails educating them on the gist of the event, what to expect, and things they may need to do before attending. This is also a great time to ask registrants to send their questions or additional information you may need. The end of your event will trigger a second set of emails that ask attendees to send their feedback and present a paid offer that you may have mentioned or that is related to your event.
This automation is triggered when you present a paid offer to subscribers and they click a link to purchase but do not complete the purchase. This automation will send a series of emails reminding subscribers to take action before time runs out. It will be a final push to get interested parties to take action.
These are automations that every service provider should have in their email marketing strategy to educate, build trust and increase sales. Which one will you start implementing? Shoot me a DM on Twitter to let me know!
