At Highlights we're huge fans of automation.
We use Zapier to synchronize information about the devices we use, Clearbit to get a better view of our customers, Buffer to schedule social media posts and MailChimp to automate emails and communications.
Automation is a machine like that. If you work in a small team or as a solopreneur, this creates leverage for automation. This lets you do more with less.
You have more time to run experiments, analyze performance (cut it even more with Highlights!), and strategize by automating marketing tasks. Automation prevents you focused on the computer without making the job overwhelmed.
How to use email marketing automation maybe I'm a bit biased, but I think it's possible to automate almost all emails. In reality, we'd even automated the newsletters at LANDR where Ludo and I used to work.
You can automate: transactional emails (alerts, confirmations, receipts, renewals, etc.); behavioral emails (referrals, abandoned carts, surveys, unsubscriptions, etc.); promotional notifications (discounts, upsells, competitions, function changes, etc.); AND ALSO: engagement emails (welcome, decline, newsletters, etc.).
The only emails that may not be automated are: time-based newsletters; seasonal and holiday offers; news and updates (GDPR!!) but I would be willing to give it a try to see what can be done even there.
Getting Started with Email Marketing Automation What we see from our users and consumers is that Welcome emails are typically the best place to start experimenting with email marketing automation – the first emails that are sent to subscribers after signup.
A strong Welcome email helps set the partnership on the right track, builds momentum, demonstrates pro-activity, and if you're lucky it can actually drive sales and conversions.
Welcome emails are possibly also the emails the subscribers will often open and read because of unsubscribe and subscriber disengagement. In other words, with a Welcome email, you can build considerable value for your company.
Examples of Welcome Emails from Industries The message in your Welcome email will be determined by the intent of your Website. Try closing the sales? Demos to book? For a software product, drive user engagement? You have to ask what measure you are trying to push on.
Ecommerce In ecommerce, businesses tend to increase revenue and maximize the total value of their order. To do that, incentivizing purchasing by reducing pressure can be a smart idea. A Welcome email can do that with a time-limited discount.
Software / SaaS Retention is important in Software / SaaS. Users will not be charged for the app until they use it. To this end, businesses usually concentrate on customer interaction and try to get the customer back into the app as quickly as possible. A Welcome email based on a positive action that can be taken by the user with the app will help.
Media / Blogging Companies aim to build readership (loyalty, page shares, interest, etc.) in the media or in blogging. A Welcome email that focuses on the best content on the web will help improve the partnership and drive engagement. You may use your email to direct them to other material they can find worthwhile.
Agencies Agencies want their reputation to be identified, their knowledge seen and the importance of their work communicated. I do want to draw up partnerships, and finally land contracts. A Welcome email highlighting the nature of their work, and the depth of thought behind it will help catch the interest of their subscribers.
Let's see how: How to Install Email Marketing Automation With MailChimp There are two ways to configure an automatic Welcome email with MailChimp, and I would recommend only one of those two methods.
The first solution – and how I set it up on Lean B2B (Note to self: Fix that?) – is to pick 'Write a final welcome letter' from the settings in your subscriber list.
We use Zapier to synchronize information about the devices we use, Clearbit to get a better view of our customers, Buffer to schedule social media posts and MailChimp to automate emails and communications.
Automation is a machine like that. If you work in a small team or as a solopreneur, this creates leverage for automation. This lets you do more with less.
You have more time to run experiments, analyze performance (cut it even more with Highlights!), and strategize by automating marketing tasks. Automation prevents you focused on the computer without making the job overwhelmed.
How to use email marketing automation maybe I'm a bit biased, but I think it's possible to automate almost all emails. In reality, we'd even automated the newsletters at LANDR where Ludo and I used to work.
You can automate: transactional emails (alerts, confirmations, receipts, renewals, etc.); behavioral emails (referrals, abandoned carts, surveys, unsubscriptions, etc.); promotional notifications (discounts, upsells, competitions, function changes, etc.); AND ALSO: engagement emails (welcome, decline, newsletters, etc.).
The only emails that may not be automated are: time-based newsletters; seasonal and holiday offers; news and updates (GDPR!!) but I would be willing to give it a try to see what can be done even there.
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Getting Started with Email Marketing Automation What we see from our users and consumers is that Welcome emails are typically the best place to start experimenting with email marketing automation – the first emails that are sent to subscribers after signup.
A strong Welcome email helps set the partnership on the right track, builds momentum, demonstrates pro-activity, and if you're lucky it can actually drive sales and conversions.
Welcome emails are possibly also the emails the subscribers will often open and read because of unsubscribe and subscriber disengagement. In other words, with a Welcome email, you can build considerable value for your company.
Examples of Welcome Emails from Industries The message in your Welcome email will be determined by the intent of your Website. Try closing the sales? Demos to book? For a software product, drive user engagement? You have to ask what measure you are trying to push on.
Ecommerce In ecommerce, businesses tend to increase revenue and maximize the total value of their order. To do that, incentivizing purchasing by reducing pressure can be a smart idea. A Welcome email can do that with a time-limited discount.
Software / SaaS Retention is important in Software / SaaS. Users will not be charged for the app until they use it. To this end, businesses usually concentrate on customer interaction and try to get the customer back into the app as quickly as possible. A Welcome email based on a positive action that can be taken by the user with the app will help.
Media / Blogging Companies aim to build readership (loyalty, page shares, interest, etc.) in the media or in blogging. A Welcome email that focuses on the best content on the web will help improve the partnership and drive engagement. You may use your email to direct them to other material they can find worthwhile.
Agencies Agencies want their reputation to be identified, their knowledge seen and the importance of their work communicated. I do want to draw up partnerships, and finally land contracts. A Welcome email highlighting the nature of their work, and the depth of thought behind it will help catch the interest of their subscribers.
Let's see how: How to Install Email Marketing Automation With MailChimp There are two ways to configure an automatic Welcome email with MailChimp, and I would recommend only one of those two methods.
The first solution – and how I set it up on Lean B2B (Note to self: Fix that?) – is to pick 'Write a final welcome letter' from the settings in your subscriber list.
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