If you are like me, I like to feel in control. I keep a schedule of tasks to do at work and at home, as well as for social activities. Without my calendar I would be lost. Control; I love it!
In my position at Informz, when I suggest a user incorporate automation into their email programs I sometimes hear “It is just easier to do it myself”; the sense of control coming through again. Well I am here to say that automation is easy and can be a huge time saver, with a result in increased results for your bottom line!
How you may ask?
Check out these reasons for using automation in email:
1) Welcome campaigns done for you – No, automation can’t write your emails for you but it can certainly provide peace of mind knowing that there are valuable messages being sent on a consistent basis to new members. Create a series of emails and set them to deliver based on how much time has passed since they joined. The emails will automatically go out and your members will never know you didn’t personally hit the send key.
2) Foot-in-the-door – Sounds funny right? But this theory states once you sell one thing to a customer (or get your foot in the door), you have a higher likelihood in selling additional products or services to the same individual. Take a course on selling ice cream; the registrants of this course have a vested interest in this topic and because you are offering a course on this, there are probably additional resources at your organization as well. Create an automated email program to deliver a promotional email three days after someone registers for this course with a related book or webinar. This is known as behavioral marketing, using one’s past behaviors to determine a future behavior. And with automation, it is done for you!
3) Build trust – Email engagement grows as trust grows. Email trust is developed through respecting the needs of the subscriber and providing resources that are relevant. It is also developed through creating a personal relationship with the subscriber, and this can start with simple messages around the holidays or birthdays. It is hard to manage 12,000 birthdays so let your email program do it for you.
Automation not only saves time but can improve results down the road. I encourage everyone to lose control once in a while–email control that is! Once you “set it and forget it”, you will have completed another piece of the email success puzzle.
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