In case it wasn’t already obvious, I absolutely love email marketing automation. And I also love customer experience. And when those two elements intersect, I’m in Email Nerd Heaven.
This week, I was a featured speaker for a session at the virtual Direct to Consumer Wine Symposium (also known as Erica’s Summer Camp, pre-COVID).
My session title: Don’t just set it and forget it
Marketing automation can actually nurture your subscribers along in their journey with your business. But you can’t JUST set it and forget it. My session for the DTCWS kicked off with the FASTEST download of the 5 email marketing programs that any business needs to automate (and/or optimize) to ultimately increase lifetime value. They are (where’s my drumroll):
- Acquisition – grow your permission-based email list at EVERY touch point
- Welcome / Nurture – immediately deliver value and make a great 1st impression
- Transactional – you gotta optimize the emails that accompany purchases, account creation, etc.
- Triggered – emails that are sent based on your subscriber’s information or activity (e.g. birthday, anniversary, cart abandonment, days since last purchase)
- Advocacy – make it easy and compelling for your best customers to spread the word about you
Watch the replay to get more deets and accept the challenge:
CHOOSE ONE. Then, make a plan to implement that program in the next week.
Alright now I want to hear from you: which did you choose? Tell me in the comments, and let’s get it!
Thank you for the wonderful session at the DTC Wine Symposium.
Your session motivated me to dig into my pop up form – where are the subscribers and how am I treating them? I was embarrassed to realize I had kind of forgotten about it. The good news I reactivated my welcome email, not perfect, but better than none. I also have a process for incorporating the pop up signups into my CRM system. Next week I plan to look at my transactional emails – what do they look like? My bet is they are out of the box and haven’t been touch. Room for improvement there too!
The Symposium was a great way to kick start the year and get some new ideas flowing to make 2021 a great year for my winery!
Ken! This is terrific and I’m delighted to hear you were able to make some good progress. How are the transactional emails going? What other good ideas did you take away from the DTC Symposium? Can’t wait to hear.