Using Email Automation to Scale Your Business

• What are email automations?
  • Automated workflows that communicate with your audience
  • They're triggered based on pre-set criteria
  • Used in most email marketing platforms like Mailchimp & Active Campaign
  • Sometimes called a customer journey, because that's what they follow
• Why use email automations?
  • Help you scale your work: setup one time and then optimize over time
  • They personalize the experience for your audience However, they can also get very complicated very quickly Forces you to think through what steps your audience takes
  • Create consistency so you're not having to constantly churn out content Nurtures your audience over time and warms them up to be a customer
• How do you make the most out of email automations?
  • Don't overdo it. 
  • All automation should lead to human interaction. 
  • The "from" and "reply-to" are very important. If you have a "noreply" sending an email, just don't do it. I changed banks because of this.
  • Actually respond when people reach out.
  • Here’s a humorous example of that from a car dealership with massive amounts of clunky email automation.

• Examples of email automations
  • Welcome series: these generate better results for later emails
  • Client onboarding: preemptively answer your clients questions
  • Audience milestones: those birthday emails are really effective; celebrate something
  • Reengagement series: pull uninterested people back in, or auto unsubscribe them