{"id":4631,"date":"2016-04-07T04:50:32","date_gmt":"2016-04-07T04:50:32","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/using-autoresponder-campaigns-to-communicate-culture\/"},"modified":"2020-06-05T20:05:17","modified_gmt":"2020-06-05T20:05:17","slug":"using-autoresponder-campaigns-to-communicate-culture","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/using-autoresponder-campaigns-to-communicate-culture\/","title":{"rendered":"Using Autoresponder Campaigns to Communicate Culture"},"content":{"rendered":"

Autoresponder campaigns are fairy godmothers of the marketing world. They\u2019re able to turn any worn out marketing department in to a radiating point of conversation. That said, you\u2019re still going to have to do some work. Autoresponder campaigns are a great tool, but they\u2019re not self-generating magicians. That\u2019s where our job comes in as marketing magicians. It\u2019s our job to figure out how to use these tools and \u2013 more importantly \u2013 what to use them for.<\/p>\n

The mistake companies often make is to not have a strategy when it comes to autoresponder campaigns. They might set up a campaign for new subscribers and (worse) fill it with self-serving content. This means that you\u2019re sending out your duty-bound auto campaigns but you\u2019re missing the boat when it comes to really communicating something of value.<\/p>\n

New subscribers are the bulls-eye target of any autoresponder campaigns, but it\u2019s also the highest risk rate. These people aren\u2019t locked into your brand or product you, so you need to convince them. If your first set of emails to them are all self-indulgent, you\u2019re going to lose this valuable demographic. This is why it\u2019s key to really stop and think about the goal of any (and especially an initial) autoresponder campaign.<\/p>\n

My advice would be to focus on your culture. It doesn\u2019t matter how big or small of a brand you are, culture is key. For smaller companies, it creates brand awareness that helps cultivate new customers. For larger companies, culture tells your story. These days, no matter who you are, your companies\u2019 ability to tell a story is not only key to selling \u2013 it\u2019s key to staying into the game.<\/p>\n

So the question is how: how do you use autoresponder campaigns to communicate that culture? You do this by focusing on three key areas in any early-on campaign: tone, content and style.<\/p>\n

When it comes to tone, you\u2019re going to ask yourself three questions:<\/p>\n