When there’s no top-of-the-funnel foundation put in place to support middle of the funnel marketing automation. Many marketers invest in marketing automation before they have fertile ground for advanced lead nurturing campaigns to blossom. Marketers won’t have the ingredients they need for effective marketing automation until they have both a steady flow of organic leads coming through the funnel. Too many marketers without inbound lead generation strategies spend their time figuring out how to take the tiny fraction of the market they already have in their database as leads and squeeze more out of them. While they’re doing that, their competition is figuring out how to get more out of the 99.99% of the market that’s still out there. Do you have all the existing leads needed to hit your revenue goals in your database already? Are you getting your fair share of the available market?
Hey Sonia – Admittedly, I don’t have an autoresponder. I do have a welcome message for folks, but not an ongoing drip-drip-drip autoresponder series like you mentioned. Although I think it’s a fantastic idea, I’m not sure how to best integrate it into the other emails they’re receiving from me (blog posts and/or monthly e-letter) without overwhelming them as others have mentioned. Any thoughts?
Use it as a lead magnet/free mini-course. You can also use an autoresponder as a lead magnet to attract new subscribers to your email list. This is commonly done in the form of a free “mini-course”, or a free “challenge”, which promises to deliver a series of emails containing lessons (or other valuable information) over the course of several days or weeks. There is a high perceived value with a mini-course or a challenge like this, which makes it a very effective lead magnet.
3. Email converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI of 3800%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.