In a marketing department saturated with workload, most of us dream about cloning ourselves or hiring a team of trained interns who get the job done. While that can’t happen, treating autoresponders as our own personal marketing minions is a pretty close second. They’re able to automate email marketing messages so you’re not tied to emailing more than you already are.
In fact, me me if you go full-on George Costanza and nap under your desk. Relax and listen to team members spend about half their work day writing and responding to emails as part of daily communication with co-workers, vendors and clients. None of this is time spent actually doing the work of marketing your business, which means that email marketing is often an afterthought at a quarterly meeting. Campaigns critical to bottom line traffic, conversion and sales are line items that are forgotten or pushed off until the work at hand is handled. The work at hand, as we’ve just seen, is responding to a flood of emails…from co-workers, vendors, and clients.
Email autoresponders can tackle that problem for you.
The point of any autoresponder campaign is to keep the target audience continuously engaged with your brand. While it’s recommended to have specific auto responses set up based on the life cycle of the consumer, it’s a good practice to have some ready to go auto-campaigns that can be triggered once someone has signed up for your email campaigns. This way, you know subscribers are getting something from you that’s thoughtful and timely, and which doesn’t require you to stop your workflow. Once you’ve set up an autoresponder, which will take about maybe an hour to an hour and a half per campaign, you know you don’t have to stop what you’re doing regularly to make sure email campaigns are going out.
Here are some ideas on how to get these little digital minions to do all the heavy lifting:
- All around best content – Have a campaign ready to go that brings together the best of anything you’ve previously published. If you’re in the product business, you can have something similar set up that shows top-rated products over the last year.
- Training videos – This works great for any industry. If you’re selling a product, it’s brilliant to have set of training videos that show you how to use a product or which offer some pro-tips. This is especially gold for anyone catering to a female demographic…just look at how many hits a YouTube tutorial gets. The same goes for if you’re content driven. You can host quickie videos that help people convert to your message and educate them on how to understand it or speak about it. You can have video messages that break down explanations that might otherwise be in blogs, which is especially useful for training new clients or curbing expectations.
Whether you’re hosting videos or sharing copy, it’s a terrific course of action to break up content over a series. The strategy works well for online content, whether in a blog post, online article, or even aired on TV or released in theaters. The same momentum that drives viewer attention works for email campaigns – and it’s an excellent autoresponder strategy.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.