Internet Marketing Digital_marketing_for_dummies | Page 279

Creating Email Campaigns
How do you create email campaigns that move your customers along the customer
journey in a way that creates long-term brand engagement? And how do you do so without
spamming or annoying your customers the way so many brands can do? This section
walks you through five types of email campaigns so that you know how to build email
campaigns that will work for your business.
A campaign structure page (like the one in Figure 11-5) will help you keep track of each
campaign and the purpose of each email in the campaign.
FIGURE 11-5: A sample campaign storyboard.
Indoctrination campaigns
An indoctrination campaign is a triggered campaign sent immediately following an initial
subscription. This campaign is designed to teach new subscribers about your brand and
convince them that they’ve made a good decision by joining your email list and, by
extension, becoming a part of your community. See Figure 11-6 for an example of an
indoctrination email.