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   Drive lasting engagement with email marketing automation
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                      <h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
                       The definitive marketing email.
                       <br class="k-br"/>
                      </h3>
                      <br/>
                      <span style="font-size:16px;font-family:DM Sans,sans-serif">
                       April 5, 2024
                      </span>
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             <div style="text-align: center; list-style-position: inside">
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             One thing any marketer can agree on is that there are never enough hours in the day. Fortunately, help is on the way…cue automations!
             <br/>
             <br/>
             Low engagement, minimal personalization, and static customer journeys—they’re all symptoms of one problem: no automation. Email automation includes anything from a simple triggered send to a complex workflow with multiple conditions. Whether you craft one kind of automation or the other, you’ll find yourself with more time to focus on personalization and less bogged down with daily sending.
             <br/>
             <br/>
             Although it can feel intimidating and be a time drain to set up, once you have the basics down, automation will streamline huge parts of your process. Let’s unpack it together.
             <br/>
             <br/>
             <strong>
              — The Inbox team
             </strong>
             <div style="text-align: left">
              <em style="font-size: 14px">
              </em>
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             <span style="font-size: 14px">
              SKIP THE SCROLL
             </span>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:48px">
            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;background-color:#E2E8F6;width:100%;color:#0270DE;font-weight:normal;line-height:1.5;font-family:DM Sans,sans-serif;font-size:16px;mso-line-height-rule:exactly">
             <ul>
              <li>
               <a style="text-decoration:underline;color:#0270DE;" target="_self">
                How to build an email automation strategy
               </a>
              </li>
              <li>
               <a style="text-decoration:underline;color:#0270DE;" target="_self">
                The building blocks of drip campaigns
               </a>
              </li>
              <li>
               <a style="text-decoration:underline;color:#0270DE;" target="_self">
                Beware the potential pitfalls of automation 😱
               </a>
              </li>
              <li>
               <a style="text-decoration:underline;color:#0270DE;" target="_self">
                We love a good mystery…just not in our inbox 🧐
               </a>
              </li>
              <li>
               <a style="text-decoration:underline;color:#0270DE;" target="_self">
                Free Crash Course in Drip Campaigns
               </a>
              </li>
             </ul>
            </td>
           </tr>
           <tr style="padding-top:48px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 40px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
             <a class="dEditorAnchor" id="HowToBuildAnAutomationStrategy" name="HowToBuildAnAutomationStrategy" style="color:#0270DE;" title="HowToBuildAnAutomationStrategy">
             </a>
             FEATURED
             <br/>
            </td>
           </tr>
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             How to build an email automation strategy
             <br/>
            </td>
           </tr>
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            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;padding:12px 40px;mso-line-height-rule:exactly">
             Ok, so we’re clear on what email automation is, but it’s a big mountain to scale from scheduled sending to fully automated email marketing. Here’s what we wish someone had told us before we built our first strategy:
             <br/>
             <br/>
             <strong>
              #1 - Automate where it matters most
             </strong>
             <br/>
             Automations are so versatile, it can be hard to know where to start and what to prioritize. We recommend thinking about your customer journey and identifying where you’re most likely to have the greatest impact on revenue.
             <br/>
             <br/>
             For a non-profit, an automated campaign might drive early membership renewals. An e-commerce business might prioritize an abandoned cart campaign, while a SaaS company focuses in on that all-important free-trial onboarding sequence.
             <br/>
             <br/>
             <strong>
              #2 - Personalize each customer journey
             </strong>
             <br/>
             Lead nurture is all about turning one-time interactions into long-time relationships. Using “Hey {First Name}” works in some cases, but it’s not a true content personalization strategy. Every possibility to connect personally will pay off, so analyze your contact data, segment accordingly, and develop multiple workflows that will cater to different customer journeys.
             <br/>
             <br/>
             <strong>
              #3 - Put basic email sequences on autopilot
             </strong>
             <br/>
             A welcome email, purchase confirmation, or event follow-up are easy to automate. Automating these kinds of emails or SMS messages provides an immediate touchpoint without taking up your time. (Save your hard-earned hours for delving into personalization strategy.)
             <br/>
            </td>
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             <div style="text-align: center">
              See? It’s a whole new world out there. Check out this video interview,
              <a style="color:#0270DE;text-decoration:underline;" target="_blank">
               Simple Ways to Use Email Automation
              </a>
              , with email expert Brennan Dunn to take a deep dive into how you can make email automation work for 
you.
             </div>
            </td>
           </tr>
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             <a class="dEditorAnchor" id="TheBuildingBlocksOfDripCampaigns" name="TheBuildingBlocksOfDripCampaigns" style="color:#0270DE;" title="TheBuildingBlocksOfDripCampaigns">
             </a>
             MARKETER’S PLAYBOOK 📚
             <br/>
            </td>
           </tr>
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             The building blocks of drip campaigns
             <br/>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FFF4CE;padding:12px 40px;mso-line-height-rule:exactly">
             Drip campaigns take simple automation one step further, from a triggered one-off email to a full automated workflow that sends emails based on user actions. Drip campaigns build deeper connections because they can act as a full lead nurture funnel with more intensive personalization.
             <br/>
             <br/>
             Contact data, purchase history, and website visits are all kinds of conditions that can change a subscriber’s pathway through your automation. So, where to start?
             <br/>
             <br/>
             <strong>
              #1 - Set trigger points
             </strong>
             <br/>
             These events pull subscribers into a workflow to initiate the drip campaign. They may be a subscriber's action, an update to a data field or tag, or a date-based calculation.
             <br/>
             <br/>
             Common triggers include subscribing to a newsletter, abandoning a cart, making a purchase, registering for an event, or an upcoming renewal date/birthday, etc.
             <br/>
             <br/>
             <strong>
              #2 - Define evaluations
             </strong>
             <br/>
             After the initial trigger, drip campaigns use evaluations to segment recipients, branch the workflow pathways, and personalize the campaign accordingly. Evaluations are logical clauses that might consider a subscriber’s tags, data fields, and events.
             <br/>
             <br/>
             Segment your subscribers to determine what content you’ll send their way. Look at the content they’ve engaged with, their purchase history, or where their clicks are.
             <br/>
             <br/>
             <strong>
              #3 - Create actions
             </strong>
             <br/>
             Set up the actual steps of the automation. This could be an email that is sent after a purchase, an SMS reminder of an event, or sending related content after a subscriber engages with your blog post.
             <br/>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:48px">
            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
             <div style="text-align: center; list-style-position: inside">
              And voila! You can set your email marketing on cruise control. Next up, check out these
              <a style="color:#0270DE;text-decoration:underline;" target="_blank">
               7 types of automated email drip campaigns to drive conversions
              </a>
              from 
Delivra to see specific examples and DIY workflows that will get you started.
             </div>
            </td>
           </tr>
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             <a class="dEditorAnchor" id="BewareThePotentialPitfalls" name="BewareThePotentialPitfalls" style="color:#0270DE;" title="BewareThePotentialPitfalls">
             </a>
             SLIP-UPS AND SILVER LININGS
             <br/>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 40px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
             Beware the potential pitfalls of automation 😱
             <br/>
            </td>
           </tr>
           <tr style="padding-top:12px;padding-bottom:12px">
            <td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;padding:12px 40px;mso-line-height-rule:exactly">
             <em>
              With great power comes great responsibility
             </em>
             —surprisingly, this applies to email automation too. As much as introducing automation can benefit your business, being able to send more emails in less time comes with more potential for mistakes. We trial and error-ed so you don’t have to, here are a few things 
we learned to avoid:
             <br/>
             <ul>
              <li>
               <strong>
                Cut impersonal (or blah) content
               </strong>
               <br/>
               Automating your emails doesn’t mean you should put personalization on autopilot too—automation gives you more time and more power to personalize. People like to feel cared for and catered to…one size fits all means you won’t be sending relevant content to your subscribers.
               <br/>
               <br class="k-br"/>
              </li>
              <li>
               <strong>
                Don’t bombard subscribers
               </strong>
               <br/>
               A flood of emails (especially non-personalized emails) leads to unsubscribes. An easy way to balance your email frequency is to make sure you only send things that have real value to your subscriber base.
               <br/>
               <br class="k-br"/>
              </li>
              <li>
               <strong>
                Test every email
               </strong>
               <br/>
               Testing will help you detect and repair your weak spots. Anything from broken links to mistimed emails will frustrate subscribers and tax your conversion rate.
              </li>
             </ul>
             <strong>
              Bonus:
             </strong>
             Be spontaneous! When marketers become too dependent on automation, they tend to miss out on real-time marketing opportunities. Leaving some breathing room in your email frequency should give you enough space to take advantage of these rare opportunities!
             <br/>
             <br/>
            </td>
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             <div style="text-align: center; list-style-position: inside">
              Phew…now that you’ve dodged those, brush up on the best practices by reading Crowdspring’s blog post on
              <a style="color:#0270DE;text-decoration:underline;" target="_blank">
               how to properly implement an email automation
              </a>
              .
             </div>
            </td>
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             <a class="dEditorAnchor" id="WeLoveAGoodMystery" name="WeLoveAGoodMystery" style="color:#0270DE;" title="WeLoveAGoodMystery">
             </a>
             KUDOS TO YOU 👏
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             We love a good mystery…just not in our inbox 🧐
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                See full email ›
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             Clear instructions make it easy for your subscribers to take action. No one wants to detective around when they just want to get something done—what a way to lose interest!
             <br/>
             <br/>
             This email’s messaging couldn’t be more clear: what’s my next step?
             <em>
              Membership
             </em>
             . How does this benefit me?
             <em>
              Here’s a complete list
             </em>
             . How much will it cost?
             <em>
              Starts at $1
             </em>
             . Instead of a sales pitch, subscribers are invited to join a community that will support, teach, and streamline something that would be stressful to do alone.
             <br/>
             <br/>
             This may be an end to a lead nurture flow, but it’s just the beginning of a long-term relationship. We tip our hats to you. 🎩
            </td>
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             <a class="dEditorAnchor" id="FreeCrashCourse" name="FreeCrashCourse" style="color:#0270DE;" title="FreeCrashCourse">
             </a>
             Free Crash Course in Drip Campaigns
            </td>
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             <div style="text-align: left">
             </div>
             Discover the automated campaigns every email marketer should have in their toolkit (and how to build them). You can fast-track your results with our insider tips and 10 workflow templates you can copy into your email builder.
             <br/>
             <ul>
              <li>
               Pro tips you can’t skip
              </li>
              <li>
               10 free automation templates
              </li>
              <li>
               Major mistakes to avoid
              </li>
             </ul>
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                Send me the first lesson ›
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