OK, so if you’ve been following along these past weeks, you’ll know that automation marketing is an effective tool to help move customers through the buyer journey. We’ve covered six successful automation systems and automation signals to watch when implementing automation marketing, and we know that thoughtful and well timed messaging can impact the success of your campaign.

We also know that gathering data from lead generation campaigns is the first step in setting up ongoing automation to inform and persuade potential customers. However, it can often be difficult to determine where to begin once you have this data.

The old school, cookie-cutter approach of leads coming in and setting off a five email sequence is the baseline of automation, and one many business professionals know well. However, there are a variety of options you may consider in creating a successful welcoming sequence.

I speak to Jorge Casca of Three Step Business to discover how to create an automated welcome sequence that works.

How to create a successful welcome sequence

The basic model of automation for business owners who have a website and a lead generation campaign is to have a window in your website for people to contact you. This window is commonly known as a “contact us” or “enquiry” page, and often prompts the user to leave their details to send to your database, ultimately triggering a welcome sequence.

Successful welcome sequences will often tell the prospect about the business and the people behind the company. They tell the subscriber why they should open the emails, and what they should expect and receive in the future. This technique is called pre-framing, as it puts your customer in a key standpoint, and sets the tone for what’s coming next.

13 touchpoints of automation marketing

To nurture a customer into following through with a purchase, you must show active communication and engagement that will keep your business top of mind.

Marketing touchpoints, such as phone calls, welcome emails, follow-ups and meetings help to drive purchases. Each action is considered as one touch and Jorge recommends that you aim for 13 touchpoints in your automation marketing sequence.

Staying top of mind and showing genuine interest will help you to finalise sales and conversions. It will also help build brand reputation and trust.

Want to build a welcoming sequence?

The primary objective of an automation system is to build trust with your prospects through email marketing. If you’re interested in building your own automation welcome sequence, get in touch with us. Otherwise, as always, please leave a comment below if you’d like to know more.

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