Internet Marketing Digital_marketing_for_dummies | Page 281

Your indoctrination campaign should do the following things:
Welcome and introduce new subscribers to your brand.
Restate the benefits of being a subscriber.
Tell subscribers what to expect.
Tell subscribers what to do next.
Introduce subscribers to your brand voice or personality.
Engagement campaigns
An engagement campaign is an interest-based, triggered campaign sent immediately
following a subscriber action. It’s designed to make a relevant offer and potentially a sale
to subscribers. The role of an engagement campaign is to turn subscribers into converts by
prescribing the next logical step based on what you know those people are interested in.
Before you craft an engagement campaign, ask yourself two questions:
What next step do you want your customer to take? You may want her to make a
purchase, opt in to a gated offer, or engage with your brand on your website.
Do you believe that the customer is ready to take that next step? If the customer
isn’t ready, you only annoy and alienate her if you push her to take that step.
Sometimes it does hurt to ask — especially when you’re asking too much too
soon from a valuable customer.
Your engagement campaign should do the following things:
Turn subscribers into converts. A conversion might be buying a product or service,
scheduling an appointment, or registering for a webinar.
Consider what the customer is interested in now and what will interest him next. Refer
back to your customer journey and design your engagement campaigns to move the
email subscriber to the next stage in that journey.
Reference the previous positive action.
Overcome or inoculate against known objections to converting.
Prescribe the next logical step.
Ask for an order or a next step.
Ascension campaigns
An ascension campaign is a triggered campaign sent immediately following a purchase to