It all starts with a Welcome Series.
Automation, in general, allows for a complexity of actions to take place and with a little marketing insight, together we can leverage these opportunities. Turning them into converting machines, all on their own.
We’ll discuss a few tips to help you choose the right methods for your business, things to consider, and most importantly how to build your own welcome automation.
To get into it. We need to first understand how it works.
How Does A Welcome Series Work?
And just like it sounds, it’s designed to welcome your new opt-in subscribers with something friendly, and on-brand. No matter where your opt-in comes from, rest assured this automation will immediately shoot out an email to your new subscriber and set them down a path for success.
This first message should be short and simple.
I know everyone wants to write their brand’s origin story, and that may be a great story all in all, but now is not the time. We don’t want to start off by talking about ourselves, instead, let’s talk about why they found us in the first place. We want to be the source of information they are looking for. Think about the ad copy used to entice them to the site and more importantly what did you use to get them to opt-in?
Continue your conversation in a way that makes sense. If it’s a discount you offered then send it in an email and welcome them with a short message. Don’t overdo it with multiple CTA’s (call-to-action). It’s a general rule of thumb to keep to one. You can have multiple buttons, but keep the goal of the email in mind. What do you want the subscriber to do after receiving the welcome email? Make sure that is SUPER clear.
Emails are a tool to grab the attention of the subscribed to draw them back to your selling machine, your website.
Turning Web Traffic Into Engaged Subscribers.
I believe we have all heard the expression “there is more than one way to skin a cat”. There are many ways to get the job done so to speak. But we’re going to tell you a few things to keep in mind when you start considering ways to grow your list and engage with subscribers with Welcome Automations.
One of the most common ways to get subscribers is to offer something enticing like a juicy discount, or a PDF brochure perhaps. This of course is in exchange for their opt-in but think carefully on this and make sure you don’t break the bank. It’s easy to get carried away with discounts.
Ask yourself: How much does it cost to gain a subscriber? And, what is the lifetime value of this subscriber? If you’re just starting out and don’t know that’s okay, a “10-15% off” or “free shipping” is still great.
However, knowing what it costs to gain a subscriber and/or what their lifetime value can expect to be, allows you to be more precise with discounts. You wouldn’t want to start offering 70% off if you don’t know you can make that loss back.
Whatever you choose ALL coupons should have a redeem by date or limited number available, front and center visible enough to help create demand around the offer. There is a better chance people will redeem it when FOMO is on their minds.
No one likes missing out.
After The Welcome Email
Believe it or not, not everyone will redeem your coupon. That’s ok though, we can prepare and optimize our automation to help try and push the needle.
All your subscriber needs is a little nudge.
And it’s the perfect time to send a reminder email as a safety net of sorts. Finessing a little automation magic we can trigger a new message hours or days later if it has NOT been redeemed (See Image 1). Something as simple as adding a condition to check if a purchase was made using the coupon code. If not a new pathway is created.
Have Your Emails Work For You
With all automation, there should always be some kind of logic behind it, an overall goal. Have your automations work for you in ways that help qualify leads by using conditions and variables to take each subscriber on their own personal path.
Always end your automation by adding a tag for reference. Remember automations can begin once a subscriber enters a list or segment, or completes a tracked action like clicking on a link or viewing a specific page.
This hopefully sets the stage in your mind where each automation that we’ll be discussing focuses on different parts of the sales cycle and work effortlessly together transforming your business.
Please comment if you have found this blog helpful or if you have questions about Welcome Automations.
