Digital Business Mastery

Automation takes your email marketing strategy to the next level. If you’re new to email marketing, we created this Beginner’s Guide to lay the foundation. As soon as you have the basics down, you can up your game with autoresponders.

Last week in the first of this three-part series, we covered the benefits of autoresponders and explored a variety of Welcome Emails. In this second post, we dive into Content Offer and Survey Emails. Here’s what you need to know about these two types of email campaigns.
Content Offer Emails

You can educate your audience by sharing your knowledge. Keep them engaged with content you know they will find interesting and useful.

Let’s look at a couple of examples that offer quality content.

#1

The Expert Institute uses an autoresponder that combines a welcome email and content offering.

The email above welcomes the new recipient, provides a point of contact and also includes a link to an in-depth article.

#2

In this next example, you can see how Eventbrite communicates with people who haven’t used their app in a while. They tell the user how much they’ve missed them and offer some content to re-engage.




Both product and service-based businesses can use these two types of content offer emails. Send your version to new customers and those who haven’t purchased from you in a while. Aim to make the recipients feel connected by providing them with thoughtful and relevant content.
Surveys and Feedback Emails

Another way to get customers to engage is by sending an autoresponder that asks for their feedback triggered by a recent purchase. Collecting this kind of information can be of great benefit to your business, and customers appreciate the opportunity to share their thoughts.

#1

In the example below, a chance to win a gift card is offered as an incentive for writing a review. The email also includes instructions on how to write the review and a quick reference to the product that was purchased.





#2

Sending a survey is yet another way to elicit feedback and engage your audience. In the following example, Coastal.com explains the reason for the email and provides a link to the survey. It also conveys that the survey is quick and painless, which is a good thing to mention as short surveys are always better received.




Creating a survey is a simple process. Once you’ve done so, add the link to your automated email or create an eye-catching button that takes the recipient to the survey when clicked. Be sure to use a catchy and relevant subject line to help get opens and stay compliant with laws.

Conclusion

Both Content Offer and Feedback emails give you a way to engage with leads and customers. By setting up these kinds of autoresponders, you maintain communication and keep your brand and business top of mind.

For the final part in this series, we look at Follow-Up and Confirmation emails.

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