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January 5

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Growth Tip #18: The Trigger-Based Customer Email Series

By Pete Rakozy

Growth Tips

The most expensive part of a business is acquiring a new customer. Because of this, we often only focus on the acquisition and forget about the customer after we have them.
 
We know it’s stupid, but as business owners, we fall prey to thinking new customers equal growth. Another growth lever we need to pull is that of retention and activation, or in other words, how do we get a second purchase from a customer, and a third, and a fourth, etc.
 
With thousands of messages bombarding our customers, we need to stay in touch with them in a way that is triggered by an action or activity. This is where the trigger-based email comes in.
 
In order for this email campaign to work, you must have a way to collect emails from your prospects and customers. For existing customers, this should have been done during the onboarding process. For prospects, make sure you have a lead magnet in place to capture contact information.

How to execute this growth tip

1.

Map out the customer journey of your ideal customer. How do they find about their problem? What do they call it? What steps do they take to try and solve it? What new problems arise once that problem is solved? What information do they need to be successful? At what point of time do they need that information? Map this all out on a whiteboard and look to identify the triggers that instigate action.

2.

Review one of the tools below and decide which one will work best for you. We've used a lot of tools and recommend ActiveCampaign for you marketing automation platform of choice. Set up an account and spend time learning how to use it. ActiveCampaign has great online training and in larger cities they set up "Study Halls" where you can get in person training for cheap.

3.

Use the customer journey you mapped out to create messaging triggered by you customers actions. For example, if they visit the pricing page three times, send them an email asking them what questions they have about pricing, along with some "secret" pricing options you offer only to insiders.


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About Pete Rakozy

Wisconsin farm boy through and through moved to the "big" city of Eagle Mountain, Utah to help businesses break free of their reliance on marketing agencies by building their own quality internal marketing team that doesn't cost them an arm and a leg.

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