While newsletters and one-off campaigns are an important part of your email marketing strategy, to get the most out of your email marketing with a minimal amount of effort you should be taking advantage of automated email campaigns. Automated emails that are triggered off of a user’s actions are timely, personalized, and relevant.

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Why use email
marketing?

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Why should you use email marketing?
• All about that ROI
• Email marketing can show a $38 return per $1 invested
• People are tuned in
• 98.4% of Americans check their email at least once a day
• 33.8% of people check their email constantly throughout the day
• Turn prospects into customers
• Companies who excel at lead nurturing generate 50% more sales-
ready leads, at a 33% lower cost (Forrester Research)
• Nurtured leads make purchases that are 47% larger than those of
non-nurtured leads (Annuitas Group)

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The basics of email list creation
• What do you want to accomplish?
• Engagement? Education? Conversion?
• How will you maintain your list?
• Consider Can Spam, data hygiene and automation tools
• Who is your audience?
• Your data tells a story
• What content will you offer?
• Casting a wide net vs. personalization

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Building your email list

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Identify your target audience
• Use your goals determine your ideal audience
• What is the most likely group to drive the results you want
• Harness the interested
• Capture people who seem likely to engage with you
• Don’t set yourself up for trouble
• Buying lists is tempting but increases risk of complaints, bounced
addresses, unsubscribes, and accusations of spam

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Offer email preferences
• Ask them to opt-in
• Unsolicited emails are less likely to be opened and are not
Can Spam compliant
• Let them tell you how much is too much
• Allow your subscribers to determine email frequency - daily,
weekly, monthly
• Take the guesswork out of personalization
• People know what they’re interested in- why not ask them?

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Use email to get emails
• Transactional And Personal Emails
• Add an opt-in message to emails with info about orders,
payments, etc.
• Include a link to your signup form in personal emails
• Forward To A Friend
• Place forward-to-a-friend links in all emails you send,
making them easier to share
• Exclusive Offers
• Promote exclusive discounts or content available only to
email subscribers

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Build your list online
• Website
• Place an email opt-in form front and center
• Add email opt-in where you are otherwise capturing email
address
• Social Media
• Add opt-in links to your social media profiles
• Sweepstakes where entrants provide email addresses
• Blog
• Offer newsletter opt-in to anyone who has commented on
your blog
• Paid Ads
• Reach out to potential subscribers with ad services

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Think outside the digital box
• In-Store
• Enter business cards for weekly prize drawing
• Strategically placed signup sheets
• Gather email addresses during in-store promotional events
• Snail Mail
• Send postcards with incentives for subscribing
• Promote your newsletter in fliers
• Encourage opt-ins on packing slips
• Networking
• Add an opt-in offer to your business cards
• Bring signup forms to trade shows, events, and gatherings
in your local business community
• Reach local customers through ads in local publications

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Improve your marketing
with automation

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What is email automation?
Email automation refers to the practice of automatically sending a specific
group of subscribers one email or a series of emails.
• Different from one-off campaigns or newsletters
• Predicated on an action the subscriber takes or an interval of time that has passed
Send a welcome email that encourages them to take the next step.
• Recent data from Ciceron shows that 39% of brands send a welcome message within the first 24 hours
of receiving a subscription.
• Having a welcome email in your program can encourage your subscriber to take the next step.

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Examples of welcome emails
Summarize the perks of
joining your program:
• Include a discount for new customers -
exclusive for them.
• Use color and images that highlight
some of your best products and
services.
• A ‘call to action’ on taking the next
steps, ie shopping, requesting a
consultation.
• Include social media buttons to help
increase engagement and reach out
with targeted messaging.
• http://www.verticalresponse.com/blo
g/10-examples-of-highly-effective-
welcome-emails/

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Providing value: don’t disappoint with your content
-Inventory
Announcements
-Surveys
-Education
-Product Advice
Provide your
subscribers
with something
they don’t have
or don’t already
know.
Make it
interesting.
Average person in
the U.S. receives
121 emails each
day.
Inform subscribers
about:
Brand awareness
Company news
Industry information
related to the business

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Types of Emails to Automate
• Promotional
• Keep customers in the loop on upcoming events, sales, and promotions
• Educational
• Train customers on how to use products or services, educate with tips and tricks
• Top-of-mind
• Nurture repeat business, remind customers of your products and services
• Re-engagement
• Keep in contact with older, inactive, or less frequent customers to win back business
• Onboarding
• Share information relevant to new customers, upsell upgrades or additional products
• Product Launch
• Update customers on new items or product enhancements

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The advantages of email automation

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The advantages of email automation
• Every new prospect is welcomed and nurtured using the same cycle of
messages
• Nurture relationships, credibility, and trust
• Keep brand, product or goal top of mind
• With analytics tools, can gather customer insight for future campaigns

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Ready to try automation? Ask these questions first:
• What is my goal?
• What info should I provide?
• How frequently should my emails be sent?
• How will I measure performance?

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Getting setup
Many Email Marketing platforms offer a
wizard to help you get started with automation

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Email Automation Tips
• Write all emails for one series at the same time to keep track of the big picture
• Keep text brief, easy to understand and easy to scan
• Use headers, bolded keywords and bullet points to break up information and
make it easier to read
• Ask what your prospects need to know at each stage to enable them to buy –
answer those questions
• Offer something of value whenever possible: discounts, special offers,
information

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