The document discusses the importance of automation in marketing, particularly through email campaigns that welcome and engage subscribers. It highlights the benefits of using automation tools to deliver timely and relevant content, which can improve customer retention and conversion rates. Key strategies for implementing these automation campaigns include identifying goals, segmenting contact lists, using evergreen content, and scheduling timely communications.

1. © Constant Contact 2015
AutomateYour Marketing
Planning ahead to convert and keep

2. BE A MARKETER
All it takes is Constant Contact®
#BeaMarketer

3. Marketing has changed.
4
1. Marketing for today
Marketing then.
Marketing now.
Find
Convert
Convert
Keep

4. You receive...
5
Automation tools are good for you and them
Your customers receive...
Clicks & downloads
Bring visitors to the door
Prompt reservations
Encourage calls
Coupons & discounts
Videos, guides, e-books
Support & assistance
Information & tips

5. 91%
of people
check their
email dailySource: Litmus
6
82%sign up for
email on brand
websitesSource: Litmus
72%sign up
expecting
discountsSource: .slideshare.net/bluehornetemail
$44.25
average return for
every $1 spent on
email marketingSource: salesforce.com/blog/2013/07
3xhigher
conversion rate than
social mediaSource: forbes.com/sites/mckinsey
Email
marketing:

6. Glossary
Glossary of terms
Autoresponder
Any kind of pre-designed automated email
Date-based triggers
Automated emails that send on a birthday/annual date.
Contact
An existing email address you already have
Subscriber
A brand new email address you didn’t have before
Campaigns
Your email marketing message(s) or promotion(s)
7

7. Agenda
8
1. What is an automation campaign?
2.How do you know if you should use one?
3. How to use it the right way
4.Next steps

8. 9
Automation campaigns can help send
what you wish you had the time to send.
1.What is an automation campaign?

9. 1.What is an automation campaign?
Autoresponder
10
Welcome!
Autoresponder works while you do.

10. How does it work?
11
1.What is an automation campaign?
Subscriber joins via web sign-up (QR code,Text-to-Join,
Facebook app) or you manually add them to a list
A birthday email can be sent in advance of one’s special day
A special message can be sent in advance of milestone date
In a series, previous email sent triggers next in queue
When a contact is
added to a list
Birthday event
Anniversary event
Previous email
Actions that trigger emails to send messages to newsubscribers:

11. 1.What is an automation campaign?
Automation
List Join Triggers
Welcome
Emails
Autoresponder Date Based
AnniversaryBirthday
12

12. 1.What is an automation campaign?
13
Date-based automation List Join automation
Series of messages
sent to new subscribers
Messages initiate when
prospects join mailing list
Triggered by
subscription
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

13. Email
Website
Social Media
Make a lasting impression. Every time.
Offer an incentive to join
your mailing list – then
make it easy
1.What is an automation campaign?
They subscribe!
Autoresponder
delivers incentive
immediately
Subscriber
takes action by
redeeming coupon

14. Agenda
15
1. What is an automation campaign?
2.How do you know if you should use one?
3. How to use it the right way
4.Next steps
2. How do you know if you should use one?

15. 16
2. How do you know if you should use one?
If you answer ‘yes’ to any of these questions…
Autoresponder may be right for you
Do you send the same introductory information over & over?
Do you neglect to send information to new subscribers?
Do you believe each subscriber should receive a friendly welcome?
Do you want to create a lasting first impression immediately?
Do you have specialized sub-audiences with varying interests?
Do you want to celebrate customers’ birthdays?
Do you want to send annual reminders?

16. 17
2. How do you know if you should use one?
60%
Source: Fleishman-Hillard
ChiefMarketer.com
higher open rates reported when new subscribers
receivedWelcome Email
89% of consumers turn to search engines to research
products or services before purchasing
Use Automation Campaigns.

17. Agenda
18
1. What is an automation campaign?
2.How do you know if you should use one?
3. How to use it the right way
a.Identify the goal of an autoresponder series
b.Segment contact list
c.Use evergreen content
d.Determine the timing
4.Next steps
3. How to use it the right way

18. Identify
the goal.
Strategize.
3a. Identify the goal of an autoresponder series
A B
19

19. Identify
the goal.
Strategize.
3a. Identify the goal of an autoresponder series
A B
20

20. 21
3b. Segmentation

21. 22
Segment lists by your audience’s interests

22. 23
Event Announcements
Free Shipping Special 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
Project Guides, Blogs

23. 3c. Use evergreen content
Identify what you can offer - you have plenty
Record a video series
via smartphone
Coupons, promo
codes, consultations
or gifts
A special recipe
Highlight products,
services, employees
with images
Share a collage of
photos
Link to an informative
blog post
Access to an e-book,
webinar or podcast
A handout, cheat-sheet
or How-To guide
Tell your story in
installments
24

24. Make it timeless. Make it evergreen.
It is timeless,
it never expires
It includes
goal-driven calls-to-action
It’s short & sweet;
informative, useful &
timely
Make it your best content.

25. 3.Timing Best Practices
Scheduling your messages.
Weekly?
Monthly? Bi-weekly?
Occasionally?
26

26. 27
4. How others use automation tools
B2B
Whatever you do…don’t forgetTheWelcome Email!
B2C Non-profit

27. 28
Whatever you do…don’t forgetTheWelcome Email!

28. S M T W T F S
1 2 3 4 5
6 7
Regular Newsletter
8 9 10 11
Spring Patterns
Promotion - $3.99/2
patterns
12
13 14 15 16 17 18 19
20 21
Subscribed:
Welcome Email
2 free patterns
22
Share social media
networks: YouTube,
Facebook, Pinterest,
Instagram &Our
Company Story
23
LJ Partners Reseller
Program & Links &
Sew Powerful Charity
Foundation - Zambia
24
Introduction to Pixie
Packs & Pixie Perks
Rewards Program
25
“Buy 2 Get 1 Free"
coupon for $3.99
patterns,
Promo Code:
onetimegift
26
27
Regular Newsletter
28 29
1 week follow-up +
link to free tutorials
30
3.Timing Best Practices
30
Autoresponder Strategy Calendar – Liberty Jane Clothing – B2C
New Subscriber
Request to
connect via
social
Blog
post/resource
links
Regular
newsletter
Promotion of
products or
services
Coupons/offers/
promotions
Autoresponder Series

29. 4. How others use automation tools
31
B2C example:
Liberty Jane
Clothing
Welcome
Email:
Sent
immediately

30. 4. How others use automation tools
32
B2C example:
Liberty Jane
Clothing
1st Automated
Email:
Sent day after

31. 4. How others use automation tools
33
B2C example:
Liberty Jane
Clothing
2nd Automated
Email:
Sent day 3

32. 4. How others use automation tools
34
B2C example:
Liberty Jane
Clothing
3rd Automated
Email:
Sent day 4

33. 4. How others use automation tools
35
B2C example:
Liberty Jane
Clothing
4th Automated
Email:
Sent day 5

34. 4. How others use automation tools
36
B2C example:
Liberty Jane
Clothing
Final Email:
Sent day 8

35. S M T W T F S
1 2
Regular Newsletter
3 4 5
6 7 8 9 10 11 12
Subscriber joined
today
13 14
Learn How to Gain
Contacts &What
Content to Write
15 16 17
Subject Lines & Goal-
Oriented Strategy
18 19
20 21 22
Simple Messages +
Integrating Email into
Marketing Plan
23 24
List Building Mastery
Class Code
25 26
27 28
Regular Newsletter
29 30
3.Timing Best Practices
37
Autoresponder Strategy Calendar – Building Aspirations – B2B
New Subscriber
Request to
connect via
social
Blog
post/resource
links
Regular
newsletter
Promotion of
products or
services
Coupons/offers/
promotions
Autoresponder Series

36. 4. How others use automation tools
38
B2B example:
Building
Aspirations
Designated
Request on
Website

37. 4. How others use automation tools
39
B2B example:
Building
Aspirations
Welcome
Email: Sent
Immediately

38. 4. How others use automation tools
40
B2B example:
Building
Aspirations
Welcome
Email: Sent
Immediately
1st Automated
Email: Sent
day 3

39. 4. How others use automation tools
41
B2B example:
Building
Aspirations
Welcome
Email: Sent
Immediately
1st Automated
Email: Sent
day 3
2nd Automated
Email: Sent
day 6

40. 4. How others use automation tools
42
B2B example:
Building
Aspirations
Welcome
Email: Sent
Immediately
1st Automated
Email: Sent
day 3
2nd Automated
Email: Sent
day 6
3rd Automated
Email: Sent
day 11

41. S M T W T F S
1 2 3 4 5
6
Subscriber joined
today!
Send Welcome Email
7
Additional
introduction video
from founders
8 9
Wildfire damage and
controlled
reforestation video
10 11
How we reforest and
rebuild ecosystems
12
13 14 15
Request to connect
via social
16 17
Where to donate,
how to volunteer,
donation match
program
18 19
20 21 22 23
Regular Newsletter
24 25 26
27 28
Fundraiser Invitation
29 30
3.Timing Best Practices
43
New Subscriber
Request to
connect via
social
Blog
post/resource
links
Regular
newsletter
Promotion of
products or
services
Coupons/offers/
promotions
Autoresponder Strategy Calendar –The Leaf Line Project – Non-Profit
Autoresponder Series

42. 4. How others use automation tools
44
Non-profit
example:
The Leaf Line
Project
Welcome
Email:
Sent
immediately

43. 4. How others use automation tools
45
Non-profit
example:
The Leaf Line
Project
1st Automated
Email:
Sent next Day

44. 4. How others use automation tools
46
Non-profit
example:
The Leaf Line
Project
2nd Automated
Email:
Sent day 4

45. 4. How others use automation tools
47
Non-profit
example:
The Leaf Line
Project
3rdAutomated
Email:
Sent Day 6

46. 4. How others use automation tools
48
Non-profit
example:
The Leaf Line
Project
4th Automated
Email:
Sent Day 10

47. 49
3. How to use it the right way
Remind that they subscribed – provide clear
way to unsubscribe
Tell them how many emails they can expect
Set email to send immediately after joining
Offer an attractive ‘ThankYou’ offer in initial
email
Neglect to remind them, neglect to include
clear way to unsubscribe
Send a lot of info in one email they have to sift
through
Forget to create this ‘evergreen’ immediate
follow-up message!
Forget to introduce your brand with your
colors, logo, from name & mission statement
Do these... Do not do these...

48. Agenda
50
1. What is an automation campaign?
2.How do you know if you should use one?
3. How to use it the right way
4.Next steps
5. Next Steps

49. Next Steps
51
1.Determine how automation could be used
2.Identify call-to-action goals
3.Create segmented lists
4.Use evergreen content
5.Determine the timing
5. Next Steps

50. BE A MARKETER
All it takes is Constant Contact®
#BeaMarketer

51. Resources
54
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52. 55
Questions?