Automate Your Business’ Email Marketing
Creating emails that are automatically sent to a customer after they take a specific action has an incredible impact on how customers perceive and interact with your business. There are many different touchpoints your business has with customers that can be partially or completely automated through email, with your email provider’s help (we use Constant Contact).
In this second entry to our Email Marketing series, we go into the basic and not-so-basic ways you can use automated emails to continue conversations with your customers and create more sales.
But I (Personally) Hate Getting Lots of Sales Emails
But won’t people think it’s weird if I send them a bunch of emails in a row? Probably not–whether they realize it or not, most people have already been exposed to automated emails in some way.
It’s true, you won’t want to send your customers emails every day for the rest of their lives–that’s not what we’re going for here. But the very beginning of your relationship is prime time for giving them in-depth exposure to what you do, how you do it and what that means for them.
The point of an autoresponder series is not to flood your prospect’s inbox until they give in and buy–remember, they gave you their email address because they wanted to hear from you. You return that trust by always sending them emails that are useful to them, at a pace that’s amenable to them. If, however, you think your target customer may be taken aback by getting a long series of emails from you at the beginning of your relationship, you can use your first welcome email to let them know what they can expect from you in the coming weeks.
#1: Say Hi
The most important email to automate is the first email your customer gets from you. What this does: It immediately acknowledges that you appreciate the action your customer took signing up for your newsletter, joining your group or purchasing a product. They are doing you a favor by giving you access to their inbox–you want to make sure they know that you appreciate that.
Tip: Don’t just grab the ready-made welcome letter template your email provider gives you. You don’t want your first impression in your customer’s inbox to be an unbranded, cookie cutter email–this first email sets the tone of your relationship–don’t send a boring form letter! Personalize it.
Bare minimum, get your logo and a couple sentences that make it obvious this email came from your business. Or have fun with it! Let them know how excited you are that they wanted to stay in touch and get to know you. This is the first place you can showcase your business’ marketing style.
Sell Without Sleaze: Using an Autoresponder Series
An autoresponder series is a sequence of automated emails you send to a new customer or lead. Usually 3 to 5 emails long, it’s a great way to help your customers get to know you and deepen your relationship with them. It can also be a great way to educate customers on the value of a harder to sell product or service they’re unfamiliar with. You can send out a series of emails to announce a product launch or give more information about new offerings. Into content marketing? An autoresponder series is a great way to educate newcomers to your email list.
Who: a business coach. The goal: prove to her target customers that she is a qualified expert worth hiring. Her autoresponder series: Our business coach sends out a 5 email series focused on getting your business to the next pricing level. She breaks it down into five areas, focusing on analyzing your weak areas, figuring out why your earnings have plateaued, creating your new pricing model, defining the value of your product, and marketing to the customers who understand that your product’s value is worth the price.
Who: The local specialty shoe store. The goal: familiarize new customers with their extensive selection and extreme customizing options. Their autoresponder series: A series of behind the scenes looks at their different shoe departments. Every email introduces a sales team member and interviews them on their department’s offerings, offers behind the scenes tidbits and gives advice on shopping for your best shoe.
Who: an event marketing firm. The goal: promote and sell their new full service event package to Fortune 500 companies. Their autoresponder series: A pre-launch email hinting at new offerings, an official new service announcement, and 3 follow up emails offering a behind the scenes look at previous full service events they’re managed, all ending with calls to action to buy their service–with a limited-time offer of a discount.
Whatever you decide to automate, don’t forget to ask you customers to take action–every single time. Telling your customer what to do eliminates confusion–even if they aren’t ready to take action right now, the next time they open one of your emails, they’ll know what to expect from you–because you always tell them exactly what your email is about!
High Level Automation=Huge Monetary Benefits
Did you know that autoresponders can help you quote a project in your sleep? Yes! High level email platforms can integrate with forms and questionnaires on your website, giving business owners with set prices the ability to automate that first question heavy discovery process.
This is an ideal tactic for service providers who have set prices and tend to go through the same questions and qualifiers in their first interactions with customers. It’s even possible to integrate this with your appointment system–an amazing time saver and a great way to make a solid, professional first impression on new customers.
Virtually Here is here to help you with all of your marketing needs. And as a Master Certified Constant Contact expert, more than ready to help you plan, produce and set up automated marketing on whatever email platform you work from. Get on the phone today to start your new autoresponder series–or set up a free consultation and we’ll help you pin down the email marketing tactics that are just right for your business.