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Transcript

171: The Art of Automation: Streamlining Your Email Marketing Process with Host Kendra Corman · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of the Imperfect Marketing Podcast.
• 0:32
  Speaker 1: I'm your host, kendra Corman.
• 0:33
  Speaker 1: We've covered a lot of ground on email strategies lately generating leads, writing copy, launching campaigns and services but a lot of that gets lost without effective automation.
• 0:47
  Speaker 1: So let's start talking about streamlining your email workflow through smart automation tools.
• 0:53
  Speaker 1: Whether you're just getting started or looking to scale your existing efforts, setting up the right systems will free up a massive, massive amount of time and take your results to the next level.
• 1:05
  Speaker 1: So let's get you automating like a pro.
• 1:09
  Speaker 1: When I work with email marketing clients, a very common early struggle is just manually getting campaigns created, designed and sent on a regular, consistent basis.
• 1:22
  Speaker 1: So many moving pieces, things just tend to slip through the cracks and messages can end up infrequent at best.
• 1:30
  Speaker 1: I remember having my own sometimes once in a while email marketing newsletter.
• 1:36
  Speaker 1: Let's just say the lack of consistency or really hurt my email marketing efforts.
• 1:41
  Speaker 1: It was a hot mess, to say it nicely.
• 1:45
  Speaker 1: And that's where thoughtful automation comes in, using the heavy listing so you can shift your focus to high level strategy and creative oversight.
• 1:55
  Speaker 1: An obvious quick win is setting up email confirmations and thank you messages that go out automatically with every sign up, sale or inquiry.
• 2:05
  Speaker 1: Take care of the basics when you're starting out.
• 2:10
  Speaker 1: Sometimes, a service like a convert kit, which I recommend, is a great place to start.
• 2:14
  Speaker 1: It's free for your first 1000 subscribers.
• 2:17
  Speaker 1: I have an affiliate link in the show notes if you're interested.
• 2:20
  Speaker 1: However, once you start seriously growing your email list, I'm going to tell you to upgrade why?
• 2:27
  Speaker 1: Automation?
• 2:27
  Speaker 1: The free plan doesn't include automations and usually when I work with clients, they build an amazing lead magnet right that their audience wants and loves, and I tell them don't put it on the thank you page.
• 2:41
  Speaker 1: Send the person who signed up to go find your email and interact with it.
• 2:47
  Speaker 1: Take it out of spam or junk if needed and again interact with it.
• 2:52
  Speaker 1: This is going to help your overall deliverability of all your emails, but again, it also gets them used to finding your emails.
• 2:59
  Speaker 1: Now, since we live in this wonderful instant gratification culture, who expects their Amazon problem products?
• 3:07
  Speaker 1: Sometimes same day, if not two days?
• 3:09
  Speaker 1: If you can't deliver your lead magnet immediately and automatically, then that's not good.
• 3:17
  Speaker 1: That's not a really good look for you to your audience.
• 3:21
  Speaker 1: This is where automation comes in.
• 3:25
  Speaker 1: It can help you deliver it immediately to the person who has insomnia and while scrolling through their feed, found your lead magnet.
• 3:31
  Speaker 1: So that's pretty awesome, right?
• 3:35
  Speaker 1: The next level up of automation, that's building sequences with a predefined value, new focused content that nurtures the relationship before asking for a sale.
• 3:47
  Speaker 1: This is where you can get very tactically targeted in your messaging, based on interests and behaviors.
• 3:54
  Speaker 1: A lot of people call this a sales funnel.
• 3:57
  Speaker 1: That works too.
• 3:58
  Speaker 1: It's about dating, not getting married after the first date.
• 4:01
  Speaker 1: I use that analogy quite often.
• 4:05
  Speaker 1: So let's go ahead and just start getting started on some automation of this.
• 4:10
  Speaker 1: For you, it won't matter when they sign up right, it just keeps nurturing them in their sequence along the way.
• 4:17
  Speaker 1: From there you can branch out to automations triggered by certain actions metrics.
• 4:24
  Speaker 1: I know a lot of retail stores like to do ones that are based on cart abandonment.
• 4:29
  Speaker 1: Or you could try a Win Back series for some flaky members of your list that might not be engaging with it.
• 4:37
  Speaker 1: You can disguise the limit when you understand your audience and are engaging with your list.
• 4:44
  Speaker 1: Start small.
• 4:45
  Speaker 1: When you're getting used to automation that I will tell you.
• 4:47
  Speaker 1: It can definitely become overwhelming because there's so many things that you could do, but even putting a few foundational workflows in place revolutionizes your follow through, then continue expanding efforts over time for exponential return.
• 5:04
  Speaker 1: Here this year I was working with a client on automated emails for membership renewals.
• 5:11
  Speaker 1: They've never had that before.
• 5:13
  Speaker 1: Automated birthday emails, little things like that that are forging a stronger relationship with their membership.
• 5:21
  Speaker 1: That is key and can make such a huge difference in your relationship with your subscribers, clients, members.
• 5:29
  Speaker 1: Whatever Automation can help all of this happen just so much better and easier than otherwise.
• 5:39
  Speaker 1: I'd love to hear if any automation tactics have moved the needle for you.
• 5:44
  Speaker 1: Share with them with me on LinkedIn.
• 5:47
  Speaker 1: That's all for today.
• 5:49
  Speaker 1: Have a great rest of your day and tune into another episode of Imperfect Marketing.
• 5:54
  Speaker 1: Thanks again.