Email Marketing Automation is Disgusting.
You probably read this and thought, “What’s he going on about? I love automation!” Or maybe you haven’t tried automation at all and you’re curious about how it works.
Here’s the thing: I’ve done this for a dozen businesses so far and each has not only made at least an extra grand a month in revenue – some of these businesses are actually SAVING money because of automation.
They start out not wanting to do automation. They say things like, “Oh I’ll just have you guys, or this random VA, or xyz person in my organization do all this manually.”
But the problem is this: Manpower is time. Time is money. If you’re running a business and your marketing messaging isn’t on some type of automation, you’re relying on human manpower to do this for you. You’re taking time away from other tasks to do something that could be set up, run once or twice and just make you money.
You’re giving up on passive income.
Why is email automation disgusting? Because the right amount of tweaking and prospecting using automation can make you disgusting amounts of money. This happens because you’re taking the human element out of your marketing, which is not always a bad thing. People can get to know your company without the hand-holding.
Let me take this time to give you a crash course on how:
If you want to skip the “how-to” and just get us to implement this for you, click here now.
So here’s the first thing you need to do:
Decide on your automation chain.
This won’t always be the same across the board, but you have to know what you’re automating before you set something up.
Do you have an eCommerce offer? Are you selling an info product or a tangible service? Who is your target audience?
You really have to be aware of these things before you start to build automation. So whether you’re working with a marketer or with an agency like us, it’s important to paint the picture before you try to set something up.
What is your product or service?
Who are you selling it to? What is their typical age range, background, income level? Feel free to get detailed here.
What’s been the single greatest factor in success to date when selling this product?
Create the Chain
When you make the decision to automate and you know who you’re targeting, you should develop a completely different automation chain based on each type of client you have.
For instance, it’s possible men and women may respond differently to your advertising (this is just an example!) So you’ll want to send men through one automation chain and women through another. You could also set up automation chains based on age, income level or targeting a specific product.
Some of the marketing materials you use for these chains can be the same – such as imaging or the general call to action – but the language should be different based on the offer.
Pick Your Software
There are a ton of great customer automation services out there. We recommend ActiveCampaign because it works super well for us and our clients, but you don’t have to go that route. Some other automation services to consider are AutoPilotHQ, and if you have Salesforce and a little cash, something like Pardot.
We’d be glad to make some recommendations based on your specific needs.
Super Secret Tip: Because automation software isn’t always cost-effective, what you will pay depends on a variety of different factors. If you have thousands of clients registering or working with you in a month, it makes sense to approach automation providers based on a contract partner relationship. We can help you facilitate this if needed.
If you’d like my team to implement this for you then schedule a consultation here.
Start Creating Content
This is where plenty of our clients get tripped up, and the part of the process where we’re most often called in.
Creating content is not easy. You have to really know your audience – and even if you do, the patience, the expertise and the willingness to split test and set goals have to be a part of the equation, or you’ll never get the job done.
We recommend you start with five to seven automated emails. The first should be about getting to know you. The second should be a soft pitch for your product. The third and fourth should be information about you or content they find helpful. You save the hard pitch for the end.
Always, always save the hard sell for the end. Everything we’re doing is about sales, including these informational emails that give away some of your secrets. The idea of sending 4-6 emails before you do the hard sell is that you’re NURTURING your audience – you’re giving them an opportunity to trust you. So by the end of the automation/that hard sell emails, they’re already sold.
Test, test and re-rest.
Here’s the next thing. You have to split test.
You can’t just send your marketing materials out into the universe and never, ever mess with them again. You have to keep testing.
If your new audience doesn’t respond well to the automation, change one thing at a time until you find out what will get the sale. Perhaps you need to add more content to your automation? There’s really no end to the testing that you can do. Don’t start out with just one thing: split test. Test over and over again.
Interpret Your Results
You MUST have conversion tracking in place so you know if people are buying from you. Use things like Google’s UTM tags, Analytics that follow people through your website so you know what converts, as well as open and click through rates to determine if you’re converting and what needs to be split-tested.
Bottom line: don’t guess. Use actual data to make the case for what needs changed.
For many business owners, the key to succeeding with automation chains is to have someone experience doing it for you. We do automation because we’re awesome at it, we tie our results back to actionable metrics and we’re always testing.
Let’s talk about how to automate your business for success. Whether it’s a contact form, a how-to or an online learning course, we can help you set it up!
Seriously, we can do this for you and you can get back to practicing law.
CEO & Founder
SiteKitty Digital is a certified Google AdWords partner. At the time of this article our team was managing $1,200,000 in ad spend per month.
We’d love the opportunity to help your business succeed.