Email Marketing Masterclass: Email Automation Domination
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Email automation can be a confusing and overwhelming concept for any small business/solopreneur to master. Perhaps you don't know what to say in these emails or you just never found the time to get these automated systems set up. In this cannot miss session, award winning email marketing strategist & marketing consultant, Vanessa Cabrera will provide you with a clear understanding of how email automation works, you'll also be given EVERYTHING YOU NEED to finally create that automated indoctrination email series you've always wanted to create.
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Email Marketing Masterclass: Email Automation Domination
- 2. Vanessa Cabrera…This is Me
- 3. 91% of people check their email daily Source: Litmus 3 WHY AUTOMATE? 72% sign up expecting “something” Source: .slideshare.net/bluehornetemail 74%of marketers who have used automation say they have benefited from a competitive advantage Source: Our Social Times & Constant Contact 65% of these marketers say they have increased revenue Source: Our Social Times and Constant Contact
- 4. #TRUEFACTS www.vanessa-cabrera.com 96% Of prospects who visit your website are NOT ready to buy Source: Kissmetrics 63% of your prospects WILL NOT RETURN to your website Source: Kissmestrics
- 5. Why Businesses Haven’t Created an Automated System www.vanessa-cabrera.com Lack of Time Lack of Budget Lack of Knowledge
- 6. Today’s Masterclass What is an automated email? What is an autoresponder? Why it’s essential to have automated systems in place in 2019 and beyond How an automated system works Real world examples How to combine social media with your automated system How to create your own autoresponder www.vanessa-cabrera.com
- 7. What is an Automated Email? An email that goes out automatically when someone joins your list OR through some other format of a trigger. www.vanessa-cabrera.com
- 8. What is an Autoresponder, Drip Campaign, Funnel? A “series” of emails that are sent out automatically in the order and frequency you choose. www.vanessa-cabrera.com
- 9. Why do I need an Autoresponder? • To have the ability to give your prospects the information they want when they want it • To nurture your leads automatically • Automatic income • The ability to easily Segment your list • Continue to grow your list • Freedom baby! www.vanessa-cabrera.com
- 10. 10 Date-based automation List Join automation Series of messages sent to new subscribers Messages initiate when prospects join mailing list Triggered by opt-in 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
- 11. The MOTHER of all Emails THE WELCOME EMAIL 60-70% Open Rate www.vanessa-cabrera.com
- 12. Email Website Social Media How does it work? Offer an incentive to join your mailing list – then make it easy They subscribe! Autoresponder delivers incentive immediately Subscriber takes action by redeeming coupon
- 13. Why Segmentation ROCKS! Segmentation = Hyper Focused Content www.vanessa-cabrera.com
- 14. 14
- 15. 15 Segment lists by your audience’s interests
- 16. 16 Event Announcements Free ShippingSpecial 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 roject Guides, Blogs SEGMENTATION = HYPER FOCUSED CONTENT!
- 17. You Can Segment with Landing Pages www.vanessa-cabrera.com
- 18. 18 Creating Your Autoresponder Identify your “OPT-IN” A video tutorial Content Upgrade Access to a webinar Mini Course Cheat Sheet Guide Coupons Checklist E-Book
- 19. 19 Identify your “OFFER” Schedule a Meeting Start your sales process Purchase a small ticket item Download more content Fill out a form Fill out a Survey Download a coupon Ask for a free quote Schedule a Call
- 21. How Real Business are Dominating w/ Email Automation1 www.vanessa-cabrera.com
- 23. 23 Nurturing Leads on Autopilot!
- 24. www.vanessa-cabrera.com How I use Email Automation to Dominate!
- 25. 25 How to Combine Automation with Social Media Use the URL link to your sign up form throughout your ENTIRE online presence!
- 26. 26 How to Combine Autoresponders with Social Media
- 27. How to Create Your Own Autoresponder Where to start: Start with an indoctrination funnel Look at your current business operations – evergreen info Look at your sales process www.vanessa-cabrera.com
- 28. My Gift To You!
- 29. Get My Entire Presentation!
Notes de l'éditeur
- [CLICK] Considering 91% of people check their email daily, you have quite the opportunity to reach your audience and connect with new subscribers who you’d like to convert to a paying customer. (Litmus). These days, people do their homework before making big purchases or donating. They research the organization first, look around at reviews others have made about it, and when they decide they want to stay in touch with the organization or learn more about it, they take that next step by subscribing to the mailing list. This mostly occurs through your website. In fact, [CLICK] 82% of consumers sign up to receive email on brand websites (Source: http://www.slideshare.net/bluehornetemail/bluehornet-consumer-views-of-email-marketing-2013-presentation-final) and 72% sign up expecting to receive discounts or something in return (Source: http://www.slideshare.net/bluehornetemail/bluehornet-consumer-views-of-email-marketing-2013-presentation-final) so if you can incentivize someone to subscribe to your list, do so on your website and throughout your entire online presence (Facebook, Instagram, Twitter, LInkedIn and especially your on blog posts) because the more you provide your target an incentive to opt-in, it’s more likely that they will. I’ll show some great examples on how to do just that. So what are the benefits of email automation? In late 2015, an expert-led webinar was hosted by a company called Our Social Times together with Constant Contact experts, and it was all about email automation. I found these states to ring so true to my own experience with automating my emails. [CLICK] 74% of marketers who have implemented an email automation strategy into their overall marketing plan experienced a competitive advantage.[CLICK] And 55% of these marketers stated that they have in fact seen an increase in their revenue. (Source: http://www.forbes.com/sites/mckinsey/2013/11/19/email-marketing-think-inside-the-new-inbox/)
- Have you ever read an article, blog post, email that you felt was epic? What was it that made it epic in your mind? Take some time to find a few of those pieces and re-read them with this question in mind. And take note of what you come up with.
- Have you ever read an article, blog post, email that you felt was epic? What was it that made it epic in your mind? Take some time to find a few of those pieces and re-read them with this question in mind. And take note of what you come up with.
- It’s a constant battle, isn’t it? Crafting fresh, relevant, and engaging content isn’t easy — even if you know your stuff.
- What’s the difference between date-based automation tools and list join automation and what do they have in common? [CLICK] Dated Based Automation - makes communicating certain messages on specific dates automatic and timely – less maintenance from you! It saves you from having to seek out anyone with a birthday or a membership due for example to send them something special. You design the email once and an automation tool will do the rest and get their special message to them on time every time. For example, if you’re non-profit that collects birthdays to send special messages to big donors or if you must remind people when their monthly membership fees are due, these tools will seek out the birthday or anniversary membership date on your behalf and send a special ‘short –and –sweet’ message which you designed ahead of time to be delivered on that specific date to a specific person or group. [CLICK] List Join Automation – is a series of welcome emails (note I said the word SERIES) which you create once and schedule to send when triggered by new subscribers joining your mailing list. Autoresponders can sometimes also be referred to as a “drip campaign” — as they engage new people multiple times in a sequence after an initial interaction with your organization. It is meant to drive a specific action from the new subscriber while introducing them to your brand and the type of communications you send. Each one should have a theme or be working towards an end goal until the series concludes and that contact can then be folded into your regular communications. Welcome Emails are a good example of list join autoresponders. [CLICK] What they have in common is that they are created in advance and are intended to always be valid or ‘evergreen’ so the contents don’t become outdated. And I highly recommend that they should be designed with only one major call-to-action or ‘thing’ that you want the recipient to do after receiving the message.
- In reality, GREAT content is all about answering the questions of your audience. It’s why someone visits your website stalks you on social media or yep opts-in to your list: to learn more about your business and to see HOW you can help them. As a subject matter expert in your field, you’re probably already answering these types of questions every day. It’s only when you’re asked to write out the answers that things can get a little hazy and confusing. This is because the focus shifts to writing rather than just answering the question.
- Let’s see autoresponder in action: Well let’s say that someone is searching for a gift for someone special. They do a quick online search for ‘boutiques’ and they come across your business [CLICK] either via social media or on your website or perhaps a friend who loves your shop forwarded your monthly newsletter to them. They are interested in the items you feature on your website but want even more information or are hoping for a discount or new customer special. [CLICK] They notice that you advertise a 15% off coupon for joining your mailing list on the website or on Facebook [CLICK] and they decide to subscribe. You’ve made sure to set up a Welcome Email autoresponder that mails a coupon to any new subscriber moments after they sign up. [CLICK] This person gets this email right after subscribing along with some information about what else is in store now that they’ve subscribed. The email thanks them for signing up for the mailing list and shares a little bit of history about the business as well as an overview of the types of items the boutique carries. You’ve set the tone for future mailings and established the beginnings of a relationship with this customer. The subscriber is left with a great first impression of the boutique especially now that they have a coupon! They decide to shop at your boutique with coupon in hand! [CLICK] You have been creating great lasting first impressions in store for as long as you’ve been in business and with an autoresponder you’ve sped that process up– that customer leaves and tells their friends about what a great business your boutique is and now others are subscribing too and soon purchasing from your business. [CLICK] This could work for you even if you sell online because in the end, this cycles ends with your new subscriber making a purchase from you or taking that next step with your business. [CLICK TO NEXT]
- In reality, GREAT content is all about answering the questions of your audience. It’s why someone visits your website stalks you on social media or yep opts-in to your list: to learn more about your business and to see HOW you can help them. As a subject matter expert in your field, you’re probably already answering these types of questions every day. It’s only when you’re asked to write out the answers that things can get a little hazy and confusing. This is because the focus shifts to writing rather than just answering the question.
- In order for an automation campaign to work, you have to have different organized lists. PERIOD! Since you can create multiple Autoresponder series for multiple lists, it is important to keep your records clear. One of the best ways to start segmenting is by organizing your list of contacts right off the bat. Create a few lists in your account that will categorize your organization’s relationship to groups of contacts to act as ‘buckets’ for subscribers to put themselves into when signing up for your mailing list. As you title the lists you want to segment contacts into, make sure a stranger could see themselves in your categorization – in other words – that they could identify with the topic of that list. Use language that people encountering your business for the first time could relate to. There’s no limit to how you can break up and categorize your lists, but try to provide at least 3 separate categories for people to choose from as they essentially give you their email address and tell you what they expect to receive. Here’s another look at this: [CLICK TO NEXT]
- [CLICK] In this example, this B2C business Bisque Imports has created these lists for their subscribers to choose from when asked about WHAT TYPE of mailings they’d like to receive. Some sign up looking for discounts. Other’s want to know when new products are announced. Others believe they’ll find value in your weekly/monthly mailings so they’ll sign up for that list as long as you make that option clear. Whatever a subscriber's interest, those contacts will be added to your list automatically and you’ll know that anyone in each of these lists only wants to receive communications about that particular topic which will lessen the chance that they’ll unsubscribe because they’ve already told you what they want to read about and what they do not. So when you set up your autoresponder, make sure it speaks to the interests of people in the list that say, want to receive discounts vs. read your regular mailings
- Putting these best practices into place and harnessing the organizational benefits of list segmentation right off the bat means that you’ll have a nicely organized list of contacts who have [CLICK] elected to tell you what their interests are specifically regarding which types of marketing mailings they are likely to engage with the most. It gives you a heads up and a fighting chance to grab their attention before they even see anything from you because you already know what they want to read. Also, when you encounter new people along the way and you need to manually add contacts to your account, YOU will know which category they belong in and you can add them to that list yourself, knowing what kind of automation campaign they will soon receive. This makes creating your email each month easier because you know who you’re talking to and what they want to read about. Now let’s talk about what to put in your autoresponder emails. [click to next]
- These are just a few ideas of what you could offer to new subscribers in an autoresponder whether you are a B2B, B2C or NP. [CLICK] The best way to access what you have to offer is to make a list of all the digital assets that you have as well as the capacity you have to run a promotion or offer an ongoing discount to all future subscribers. You’ll begin to see an abundance of goodies that you could use to incentivize someone searching for your services or products to subscribe to your mailings. Find a common thread amongst them and give them the best piece of content you have. I think of an automated series like dating. On your first date you want to make the best first impression possible right? So you give them your best you. And remember my advice Do You Boo…DO YOU! Hopefully by the end of the date, you’ve intrigued and maybe even teased them to want more from you. Hence leading into a second date or email they’ll receive and moreover WANT TO RECEIVE. Remember, you want this content to be evergreen and feasible for you to manage and honor because it is something that will run behind the scenes for an indefinite amount of time and should not lead to a dead link, expired promotion or outdated and irrelevant information. The options and possibilities are truly endless.
- These are just a few ideas of what you could offer to new subscribers in an autoresponder whether you are a B2B, B2C or NP. [CLICK] The best way to access what you have to offer is to make a list of all the digital assets that you have as well as the capacity you have to run a promotion or offer an ongoing discount to all future subscribers. You’ll begin to see an abundance of goodies that you could use to incentivize someone searching for your services or products to subscribe to your mailings. Find a common thread amongst them and give them the best piece of content you have. I think of an automated series like dating. On your first date you want to make the best first impression possible right? So you give them your best you. And remember my advice Do You Boo…DO YOU! Hopefully by the end of the date, you’ve intrigued and maybe even teased them to want more from you. Hence leading into a second date or email they’ll receive and moreover WANT TO RECEIVE. Remember, you want this content to be evergreen and feasible for you to manage and honor because it is something that will run behind the scenes for an indefinite amount of time and should not lead to a dead link, expired promotion or outdated and irrelevant information. The options and possibilities are truly endless.
- No matter what industry you’re in, your best results will come from making your customers more successful. The same is true when it comes to your email content.
- From their call to action button the potential client is then lead to a simple sign up form. Now upon my discovery call with my client, it was made very clear that she has two different clientele's. One of her targets are her students, those who come to her studio and take a kickbox class, yoga class…what have you. Her other potential clients are fitness instructors. Whereby, she can train and certify them in her style of exercise classes. Clearly, she wouldn’t speak to a student of hers the same way she would speak to a fitness colleague, so why should her emails? As I mentioned before, segmenting your lists or having different lists for your subscribers to choose from based on their interest, is one of the most important aspects of creating an effective automated email campaign. Gone are the days of sending one blast email to your one list. And this is a great example of how we segmented her lists.
- From their call to action button the potential client is then lead to a simple sign up form. Now upon my discovery call with my client, it was made very clear that she has two different clientele's. One of her targets are her students, those who come to her studio and take a kickbox class, yoga class…what have you. Her other potential clients are fitness instructors. Whereby, she can train and certify them in her style of exercise classes. Clearly, she wouldn’t speak to a student of hers the same way she would speak to a fitness colleague, so why should her emails? As I mentioned before, segmenting your lists or having different lists for your subscribers to choose from based on their interest, is one of the most important aspects of creating an effective automated email campaign. Gone are the days of sending one blast email to your one list. And this is a great example of how we segmented her lists.
- From their call to action button the potential client is then lead to a simple sign up form. Now upon my discovery call with my client, it was made very clear that she has two different clientele's. One of her targets are her students, those who come to her studio and take a kickbox class, yoga class…what have you. Her other potential clients are fitness instructors. Whereby, she can train and certify them in her style of exercise classes. Clearly, she wouldn’t speak to a student of hers the same way she would speak to a fitness colleague, so why should her emails? As I mentioned before, segmenting your lists or having different lists for your subscribers to choose from based on their interest, is one of the most important aspects of creating an effective automated email campaign. Gone are the days of sending one blast email to your one list. And this is a great example of how we segmented her lists.
- Ok so I have a monster confession to make. I have been doing email marketing for nearly 15 years now, and I just started using/experimenting with email automation…and by started I mean I’ve only been using it for about a year and a half. I know I know as an email marketing expert I should be austrozied by my email marketing community. But I’m going to be honest with you, the reason I didn’t make the leap into email automation…it wasn’t the cost, it wasn’t the lack of knowledge, and quite shocking, it wasn’t the lack of time either (even with me running around after my 21 month old son). Truth be told I got lazy. My business was growing, I had steady clients that I loved working with. But I knew if I really wanted to continue to be an email marketing “expert” I had to really educate myself and get the hands on training. And that’s what I’ve been doing for the past year and half. So what have I learned? Well let’s talk about how to combine social media with an automated email strategy. [CLICK] Here’s one of my LinkedIn Pulse Posts I wrote, all about email marketing automation. From there I posted the link to my Facebook page, and pinned it so that it would be the first post people would see. [CLICK] At the bottom of the blog, I included a Call To Action button whereby my readers could get a free guide: 4 Simple Ideas to Get Your First Autoresponder Series Up and Running Fast. Once they clicked on the button it lead them to [CLICK] you guessed it a simple sign up form, whereby they sign up to get my free guide. And immediately after they would get receive one of my automated emails that would contain the guide I promised them.