A milestone email is one that is sent to congratulate subscribers on a special occasion such as their birthday, subscription anniversary, or another significant date. They’re excellent for establishing brand trust and are certain to make your subscribers smile. It is customary to include discounts or special offers in milestone emails. A juicy discount combined with a kind email is an excellent way to close a sale. We’ll show you how to automatically send milestone emails to your subscribers on their special day.
Step 1. Working with their mailing list.
Before we proceed with any type of milestone email, it is necessary to collect the date of interest in your mailing list via a variable. While collecting users’ birthdays is the most common example, you can also collect information about user registration anniversaries, date since last purchase, and much more. Today, we’ll look at creating a birthday email example, as this is a universal subject.
There are several ways to collect a subscriber’s birthday, but the simplest is to use a subscription form and map the date to a mailing list variable. We’ll demonstrate how to manually enter birthdays into your mailing list in our example.
To begin, navigate to your mailing list and click on the “Create variable” link in the upper right corner. Following that, name the variable; we chose “Birthday.” Now, in the dropdown menu beneath “Enter variable type,” you must inform the system of the type of variable you are about to enter. Birthday emails, and emails announcing milestones in general, will always contain the “Date” variable type. You may now click.
You can allow subscribers to change their own birthday information by checking the “Available for subscriber editing” box before clicking Add.
Now that you’ve navigated to the automations tab, you’re ready to customize your basic settings. We’re going to meet you in the drag-and-drop editor.
Step 2: Constructing the flow.
You’ll be delighted to learn that this entire process takes only one email to be included to the “Start” section. Let we begin. For the “Start” element, select the “Special Date” condition. Then, select the mailing list that you require and the birthday variable from the “Variable” drop-down box. Following that, ensure that “Yearly” is checked under “Start flow” to continue wishing your subscribers a happy birthday year after year. Finally, click the “Apply” button. Additionally, you can select to send the email slightly before or after the big day; in our birthday example, we will send it on the subscriber’s actual birthday.
You’re already 90% complete, which is pretty great, huh? All that remains is for you to attach your birthday message by email, push notification, or SMS. For the sake of simplicity, we’ll use the email element in this example. Following that, specify your preferred sending time; “Immediately” should suffice. Finally, specify a subject line and an email template.
Congratulations, you’ve created an automated happy birthday email machine in less time than it takes to brew a cup of coffee. While you can always add additional material to your birthday flow, this is all you actually need to wish your subscribers a happy birthday.
Marketing automation takeaways
We’ve covered a lot of ground today, but let’s not forget that marketing automation is here to simplify your life and free up your time. While there is a learning curve, as you gain experience, you will benefit from marketing automation for years to come.
Keep the following marketing automation best practices in mind as you work toward greater independence and killer campaigns:
1. Have a well-defined strategy map. Avoid future hassles by visualizing all of your ideas and validating the logic of your automation flows with a mind map.
2. Gradually warm up your leads. While marketing automation may free up some of your time, your subscribers will be unaware. Maintain a steady flow of prospects through the funnel rather than inundating them with messages.
3. Distribute hyper-targeted material. There are numerous uses for the data that you collect. Create marketing communications that add value based on the unique characteristics of each subscriber.
4. Avoid reinventing the wheel. This is a simple one; you can reuse the majority of the content you already distribute as part of your marketing automation efforts. It’s all about utilizing software to your advantage, not developing a totally new technique.
5. Conduct an evaluation of your performance. Verify your results and make any adjustments. Creating high-quality marketing automation is an iterative process that requires you to monitor its development and make necessary adjustments.
6. Work in close collaboration with your sales staff. Collaboration with your sales team and other departments is critical, as is paying close attention to client feedback. After all, your objective is to provide them with the best experience possible as they progress down the funnel.