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One of the best features of email marketing is the ability to automate your marketing communications. This section of the course shows you two ways to send automated emails to prospects and customers. You need an email marketing provider or a really good programmer to help you with email automation. Some automation scenarios are simple and some are simple conceptually, but they're very sophisticated technically. After viewing this section of the course, you'll know what type of automation features you need from a provider to run the automation programs most helpful to your business.
The first type of email automation is called an autoresponder. An autoresponder is a single email sent automatically in response to a specific event or action. Examples include an email triggered by a specific date such as a birthday, holiday, or calendar date, an email triggered by a specific time such as lunchtime, or a few hours before an event, an email sent in response to filling out a form such as ordering something online, or joining an email list, or an email sent in response to a click such as a click on a link to a website page or a video.
To set up an autoresponder, you need to create an email with content that will be the same for everyone who triggers the autoresponder email. Once you've created the email, you can use your email marketing provider to assign it to one or more triggers or events. Sometimes it's appropriate to send multiple emails automatically in response to an action or event. An automated series of multiple emails is called a sequence. Sequence is perfect for targeting email content to individuals with different behaviors, interests, or contexts.
For example, when a new prospect joins your email list, you may want to set up a sequence that automatically responds with the following four emails: a welcome email thanking the person for joining the email list sent immediately after joining; a follow up email with links to a product catalog, company information, or other helpful resources sent three days after the welcome email; an email newsletter with the best articles and advice sent one week after the follow up email; and a promotional email offering a special discount as a thank you for joining the email list sent two weeks after the email newsletter.
Sequences make your emails more relevant, because you can base them on a variety of relevant events and triggers such as clicks, dates, and periods of time since a prior action or event. When it comes to planning more sophisticated email sequences, you'll need an email marketing provider that has the ability to automatically stop or change a sequence based on multiple triggers or events. For example, you create a sequence for new prospects and one of those new prospects becomes a customer in the middle of your new prospect sequence, you may want to switch that person to a new customer sequence and stop the new prospect sequence.
To automate sequence changes, your email marketing provider needs to integrate with your database and link tracking to identify changes in a customer profile. So switching someone from one sequence to another may be as simple as allowing the system to track someone's clicks or purchases and adjust each sequence accordingly. You can also manually add someone to a sequence or stop a sequence by changing the data in someone's database record. Email automation takes a little extra time to set up, but I hope you see the potential for making things more productive in the long run and I hope this email marketing course has helped to make your email marketing strategy more productive than ever.
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