Email Marketing Flowchart Steps*
When a potential client opts-in to a lead magnet by providing us with their email address, an automatic five-email indoctrination campaign is immediately triggered. The campaign’s purpose is to introduce the brand, engender good-will and enthusiasm by offering leads “gifts” of content that leads perceive as valuable and letting leads know what they can expect from our brand.
Leads that remain engaged by opening most of our indoctrination emails and clicking on content are automatically sent a five-email engagement campaign, which is designed to turn leads in converts by making relevant offers, overcoming objections and imparting a sense of urgency.
Leads that have become converts and continue to remain engaged are automatically sent the five ascendancy emails, which are intended to turn them into repeat or high-ticket purchasers through a series of nurture and consumption emails designed to help them get the most out of their previous purchase, while letting them know about new products and upgrades.
Any subscribers in our database who aren’t currently going through any of the triggered campaigns should be receiving occasional segmentation (promotional) emails, which are manually broadcast. These emails are designed to segment clients and prospects by interest through special offers, blog posts, lead magnets, webinars, events, etc., with the ultimate goal of getting them into a custom engagement campaign and back into the funnel.
Any time a subscriber becomes unengaged during any of the four previously mentioned campaigns by not opening an email anywhere from 30-60 days, they are entered into a triggered five-email reengagement campaign. As its name suggests, the reengagement campaign attempts to get subscribers back into the funnel by gently “calling them out,” offering encouragement and reminding them what they’re missing.
In the case of reengagement failure, a company might want to utilize a last-ditch win-back campaign, which consists of five emails that play on emotion, beg, grovel, bribe, etc. If that fails, it is recommended that subscribers be automatically unsubscribed in order to avoid a complaint, block, blacklist or any other appearance of spam.
*Based on Digital Marketer’s “Email Marketing Specialist” certification course.