A little surprise every now and then can help you having more engagement with your Contacts.
When a person enters your Funnels, he/she goes through your follow up campaigns that lead the contact further into Customer Life-cycle.
What if I tell you, there’s a way to improve the pace at which people moving to next stage?
Yes, there is…
For people who open your first few emails, giving them Unexpected Communication which are helpful to users & give them a sense of quick win.
This works well in any Business. When you surprise your Users once in a while (in positive way), they look forward to hearing from you.
So today, we’ll create an example campaign for people who just enter into your Newsletter Campaign.
Campaign Use Cases
Today’s newsletter campaign uses the Email Open Goal. So, when your users open a certain email; we use this campaign to send them an immediate email with certain personalized offer / content. Plus, congratulating them as being Action takers.
This tweak is useful for following points in Automation Funnels:
- When people enter your Funnel
- Every now & then to improvement Engagements
- When people are not opening your Emails for while (To turn not-active people to Engaged Subscribers)
The content, that we’ll send would be a Surprise Gift kind of thing which would be helpful to your People , and we’ll send it in Fun way.
For people who use email as their Communication mean, when they sign up. They go thought the Confirmation email for details, most of them do.
So, when they open the email, we send them one more email before go back to their inbox.
Which is a Surprise Gift Email, this email relays the message of Thankfulness on taking interest. More importantly, it has certain thing which would be quick help for them. May be, x{086092ef17e3487c0232d5be36a622d732b885ddcdbdcebe9aea32d40e8ce56b} off if you an E-Commerce Brand, or Quick Guide on getting started with XYZ.
You get the feel.
Another use of implementing it is, for people who haven’t opened your emails for a while.
If they open one of the Emails, you can have one special email sent out to them. This was about the basic stuff, now let’s get to implementing this one.
Campaign Overview & Creating
Remember the previous blog we created about Giving a Wow Moment to your 2nd Time Subscribers? There was a part on Confirmation Email Sequences for this, which we’ll cover today. It is as follows:
The way we are doing it today is by using Email Open Goal in InfusionSoft, which is a tricky matrix. This depends on the receiving Email Service Provider (ESP) whether that provider sends ‘Email Open’ tracking data back or not.
Overall, if it works for more than 75{086092ef17e3487c0232d5be36a622d732b885ddcdbdcebe9aea32d40e8ce56b} of people, there isn’t any loss in it.
For Campaign Creation, we simply:
- Create a usual follow up Campaign with timers (We add timers after the emails in sequence)
- Add Email Opened Goal in parallel with the sequence as shows in above image
- Select the specific email in Email Opened Goal
- Follow up with Customized Sequence Messages / Offer etc.
Conclusion:
Giving surprises to your Users is one of the things that you should do once in a while. It kind of adds a refresh button to engagement. And, when there is already an engagement it moves to ‘after Engagement & before EPO purchase kind of stage (썸타는 사이)’. There are various ways to do it, once of the way is to do it based on user actions. I.e. if user opens certain email, visits certain page etc.
Or an occasional surprise to all of your Audience like Sale or Service Trial benefits to premium things.
PS: Want us to help you in Keap (formerly InfusionSoft) Implementation for Marketing Automation? Visit https://mohandhanwani.com/keap-automation/ to get started.