Most email marketers are content with adding subscribers to a list then sending them an email once a week. Some even go as far as to add them to an email sequence that sends 7 or so pre-written emails over a several day. But there is so much more that you can do! Forget Email Marketing and embrace Email Automations.
Email Automation will take your Online Marketing to new heights, as you'll see it's not difficult and none of the 4 basic automation I'll show you below will take more than a few minutes to set up.
Below you'll find 4 basic Email Marketing Automations, each of these will help you to identify subscribers you should engage with
Most email service providers will provide you with some level of email automation, my preferred tool is ActiveCampaign which is what I've used here as I've found it to be easy to use and flexible. If you ESP can't do these automation shop around.
The Engagement Campaign
This is the simplest and most important campaign.
When anyone opens an email you should note that they are engaged by adding a tag [Engaged]
When you are emailing your list, first email your subscribers with the [Engaged] Tag, an hour or 2 later send it to everyone else. This gives Google and Hotmail time to see that people are opening your email, so it reduces the chances of ending in in the spam folder.
This content shouldn’t be overtly promotional unless you are running a promotion even then add some useful content to your email.
You should aim to give your subscribers your best free content. By doing this you are simply turning their casual engagement (they opened one or more emails) into a long term relationship.
Aim to send these weekly emails, (daily or bi weekly will also work) as a broadcast, try to make sure they are topical and contain actionable infomation
2. The Click Recency Campaign
Every time your subscriber clicks a link you should be tagging them with Click Recency (CR) tags. Typical tags are (CR=1-Week) (CR=1-Month) and (CR=3-Months).
Then you set up a rule to remove:
- The one-week tag after one week
- The one month tag after one month
- The three-month tag after three months
Then you'll know exactly who your most engaged subscribers are (the ones with a one week tag!). I reapply these tags whenever a link is clicked.
This differs from the first engagement email automation because at this stage we are identifying subscribers who are clicking on links and not just opening emails.
As with the engagement tag send your emails to them first and your deliverability will increase for all subsequent segments you mail because email services can see the high open rate your initial emails get.
3. The Re-Engagement Campaign
Anyone who doesn’t have an Engaged tag or a Recency Click tag needs to be re-engaged and brought back into the fold.
Every 3 or 4 days you should set an automated email go out to your unengaged subscribers. As soon as they open any email, the Unengaged tag should be replaced with the Engaged tag and they should start receiving your daily or weekly engagement emails.
If you wish you can create 4 or 5 re-engagement emails. Then by using a simple if/then step in your automation (last pare of the image below) you can send a different email if they have already opened your first re-engagement email.
I've reduced my list of unengaged subscribers from over 800 to under 400 by doing this on a weekly basis.
4. The VIP Campaign
You need to reward your best subscribers. you can do this through a VIP list.
Using this list, you reward your buyers' loyalty by giving something valuable that no one else can get .
First you need to decide: what are your criteria for getting on the VIP list? It can be opens, clicks or purchases.
I use links clicked and products purchased. A click on a link earns 1 point and a purchase earns more depending on the cost.
When a subscriber reaches X number of points, they are moved onto the VIP list. To make this even more powerful, you could add different levels of rewards. For example, silver, gold and platinum levels.
Finally, if you have a person on a VIP list that doesn’t own some of your premium products (tag everyone who buys a product with a unique tag!) give them a free trial or a discount coupon.
These VIPs can and should be your main priority. These are the subscribers that will determine if your business succeeds or fails.
Think for a second how powerful your VIP list could be.
Who would be a good affiliate? Who would provide testimonials and social proof?
Your VIP List.
A note about ESPs: I use Active Campaign and ConvertKit for my marketing automation. With Active Campaign, you get Infusionsoft levels of marketing at Aweber prices. With Convertkit you get ease of use.
I've compared both of them for email automation in the following post: https://thelifestylemarketer.co/activecampaign-vs-convertkit/
Depending on what you need one will be more suitable than the other. So to help you choose I have created a free “Get Started”course for both Email Service Providers which will help you to choose. You can get them from my courses page :
FREE Courses: Learn how to set up your first email campaign in Convertkit or Activecampaign: https://thelifestylemarketer.co/my-courses/
Know which one you want for your email automation?