|Automation: easy, relevant, and effective
Segmentation is just one of the tools in Amanda’s arsenal to promote Hayknife via email. An equally powerful one is Automation: emails sent out automatically based on user activity. When properly applied, automation can produce surprisingly strong results.
For example, say a new user—let’s call him Doug—has just signed up to be a part of the email subscriber list for Hayknife’s promoter. Using Automation, Amanda can make sure Doug gets a prompt “welcome” email that makes it easy for him to buy tickets to Hayknife—and to other upcoming events he may not even know about.
Or maybe the promoter wants to offer Doug a reward for his patronage. Since Doug attended Hayknife last year, he’s getting a “buy 1 ticket, get the 2nd half off” deal. This promotional email is sent to Doug—and everyone else who bought tickets last year—automatically.
The most important automated email is one that, surprisingly, many marketers overlook: a welcome email to new list members. According to Amanda, the engagement rates on automated welcome emails are 400 percent higher than on all other emails.
“Creating a welcome email is the first thing we do when we set up a client on MailChimp,” Amanda says. “And we put as much revenue-generating content there as we can. It's worth it, because you’re dealing with people who are clearly interested and ready to engage.”