This is the 3rd post in our series about the many ways you could use Campaigns, AWeber’s new email automation platform, to deliver AWesome content to the subscribers. Check out our previous posts about creating welcome campaigns & writing email courses.
Has a business ever made you feel special? One time, my favorite weather app/cattweeted at me & it made my day. Social media is a good place to start those relationships with your customers, however, email marketing could take them to a whole new level.
Linked email campaigns could make each person in your audience feel like a million bucks & keep that spark alive for an extended period of time.
What is a linked email campaign?
When you link email campaigns, you automatically send your subscribers that have completed one automated email series to another series. When you link email campaigns, you do a few things:
- You send a better, more personalized experience based on where everyone signs up, which emails they open, or which links they click on.
- You send the ideal content to the right people – people who’re ready for your next email campaign.
- You keep the subscribers engaged over a longer period of time, increasing your chances of turning them into a loyal, long-term customer/advocate.
Linked campaigns support an easy way to deliver a more personalized experience & create long-lasting relationships with your audiences. If you have been following along with our series about creating content for the email campaigns, linked campaigns will help you tie your welcome series & email courses together.
There’re more than a few ways to use linked campaigns, so I will give you some sample linked campaign plans as well as the kinds of content to include in each.
Connect your contextual welcome campaign to your educational campaign.
The term contextual emails is a fancy method of saying personalized, relevant emails. A way to create a contextual experience is to create a welcome series based on where people signed up for your list, and link those people to an educational campaign teaching them more about you & your business.
So if people signed up at your business location (such as your store or restaurant) or on your website, you could send them a contextual welcome campaign, and dive into a more detailed educational campaign when they are ready for it.
Let’s say you are the owner of a cat cafe& you ask your in-store customers to sign up for your list using your mobile app. When someone signs up for your list, you could send them a welcome campaign thanking them for visiting, an FAQ about the cat café & a survey asking them about their experience at the cat cafe.
But that is just your welcome campaign. You probably want the subscribers to come back to the cafe & tell their friends about it, right? To do that, you can send everyone who finishes the welcome campaign a second, educational campaign that dives into more details about why your services are valuable. Your linked plans might look like this:
Campaign #1: Welcome Campaign
Email #1: Welcome email thanking customers for stopping by & signing up, along with a coupon for their next in-store trip.
Email #2: FAQ concerning the cat cafe
Email #3: Research about customers’ experience in the cat cafe
Campaign #2: Educational Campaign
Email #1: Get to know the cats at the cat cafe
Email #2: A list of those rescues and shelters that the cat cafe works with
Email #3: A list of reasons why everybody should adopt a pet
The material in the welcome campaign was a part of the getting-to-know-you phase of your relationship with the subscribers. The linked educational campaign dives into more details about the cat cafe & its mission.
By the time subscribers achieve your second campaign, they’re ready for that next level of content & should be well on their way to becoming a loyal customer.
Link your email course to another educational plan.
Do you use an email course as incentive for people to sign up for you list? Linking your course to another campaign can keep your subscribers engaged after they finish your course. As a bonus, you could use your second campaign as an opportunity to promote a product/service without sounding too pushy.
Here is what your linked campaigns could look like if you were a personal trainer:
Campaign #1: (Email Course) 5 Days to a Stronger Core
Email #1: Lesson 1: The best about workout ever
Email #2: Lesson 2: Stretches for strength
Email #3: Lesson 3: Fast cardio exercises
Email #4: Lesson 4: The very impactful pilates poses
Email #5: Lesson 5: Your recovery routine
Campaign #2: Educational Campaign
Email #1: Why everybodyrequires a personal trainer (Use this as achance to promote your training services.)
Email #2: The best to fit your training into your schedule (Promote your flexible training plan here)
Email #3: What is your biggest fitness challenge? (Include a survey or ask people to reply directly to your email. You could use this as an opportunity to gather feedback & schedule free consultations.)
If you want to link your email course to your next campaign, make sure to give your subscribers a heads up that they will continue receiving emails from you. Here is the message that Jarrod from Tiny Designer includes in the first message of his second plan.
Link the contest entry campaign to a related campaign.
This is basically another method to take advantage of contextual emails, except with contests. Let’s say you are a travel blogger and you are running a contest. The prize is an all-expense paid trip to New Jersey. As part of their entry, you are asking people to sign up for your email list.
You already know that they are interested in traveling to New Jersey. You could send them a campaign all about traveling to New Jersey, link them to another plan with more travel tips.
So your linked plans might look like this:
Campaign #1: New Jersey
Email #1: Thanks for entering! Here’re 10 reasons why I love New Jersey too
Email #2: Top five beaches in New Jersey
Email #3: Affordable weekend getaways in New Jersey
Campaign #2: Travel Tips Campaign
Email #1: 5 easy methods to save money on your next trip (Link to a popular article on the blog.)
Email #2: Ten trips to take in 2016 (Link to another popular article.)
Email #3: What’re your biggest travel challenges? (Survey your readers so you could create content that speaks to their biggest needs.)
When I entered a competition to win a sailing trip to the British Isles from Intrepid Travel, I got an automated email series with information about sailing trips & more details about the company.
The first message allows me know that I did not win (sad face), however, gave me a coupon code for booking my next trip. If I have my heart set on this trip, I still have an excuse to reserve it – and the company could successfully turn me into a paying customer. Everybody wins!
Learn more about what to write in the linked campaigns.
On the lookout for more autoresponder inspiration? Check out these articles for more ideas about what to write in your linked autoresponder campaigns.
- Welcome Campaigns 101
- Email Courses 101
- How to Write an Autoresponder Series
- 3 Autoresponder Ideas from Real Businesses