As you can see, there are ways of triggering email campaigns for almost anything. Marketers are not waiting for you to take an action to write an email.
Now, let’s step into one of the most advanced ways to create and send highly targeted campaigns: The combination of autoresponders and segmentation.
This is how you split your sales funnel and take subscribers into different paths.
The goal of automation is to have a system in place to move people from point A to point B (Sales funnel).
And the goal of segmentation is to send better campaigns to the right people.
Now, if you get these 2 powerful tools of email marketing to play together you’ll have relevant campaigns to targeted subscribers. Automatically. 🙂
Let me give you an example…
Let’s say you have a welcome series already set up, the goal is to nurture leads, you send out some of your evergreen blog posts and some tutorials to warm them up.
Now it’s time to make an offer, but not every subscribers is ready to buy and you don’t want to put an offer in front of just everybody. It will make more sense if you only make that offer to the people you feel are ready.
You split your sequence so you can have 2 separate groups of people, group 1 will receive an offer and group 2 will receive a new series that includes case studies.
Let’s make it visual:
What you see on top is the original sequence, on email 5 we present the subscriber with an action to take, let’s a survey. We’ll take that as indication, people that take the survey are ready for an offer, the rest, you’ll have to continue adding value and nurturing them.
What you see in this flowchart is not really a sequence that splits in 2 parts, it’s really the transition from one sequence to another based on a segmentation. People that took action on email 5 will receive an offer and people that didn’t will go into a new sequence.
There are really 3 autoresponders here. It’s not just one sequence.
Let me show you how you transition from one sequence to another:
If you think about it, your sequence (or sequences) can be as simple or complex as your business needs it to be, you can keep building up 3 or 4 sequences on top of each other, or you might only need 2.
Planning and mapping
You remember our planning lesson at the beginning of this module?
It will be very important that you repeat that planning process for each sequence you design, and even more important is to map it out as it could get a bit confusing, so make sure you draw a flow chart.
I know I shared these tools before, but just in case:
Get your planning hat and go back to the drawing board.
- See what your ESP offers
- Following the planning steps, create each sequence separately
- Map everything together
- Implementation – Hey, no drinking while operating heavy machinery 😉
So you don’t have to go looking for it, here is the planning worksheet.