How to build a three-step email automation to deepen engagement and boost conversions with your most qualified prospects
If your email-delivered website forms are just sending the form entries to your inbox, you’re missing out on a golden opportunity. A website visitor that has just completed an online form is the most engaged qualified opportunity possible.
Even simple online form tools can tie into your CRM. Many of them have automated email workflows that can continue the engagement and deepen the brand connection.
This is when thoughtfully planning and implementing the right series of messages can turn a prospect into a raging fan. We recommend building a series of three automated email messages based on the type of form.
Schedule the first to send right away when the prospect completes the form. The second should follow in three days. The third—three days after the second. This gives you time between sends to organically respond.
How Do You Create Automated Emails?
Creating email automations will depend on a couple items.
Do you use an email newsletter platform like MailChimp, Constant Contact, or Campaign Monitor?
If yes, your website forms likely can connect to your email newsletter platform. Some of the customization or configuration may need to involve your web developer.
If no, we can make recommendations based on a short conversation with our team.
Does your business use a client relationship manager (CRM) like HubSpot, Sales Force, Pipedrive, or Zoho?
If yes, many CRMs give you the ability to build embeddable website forms that are directly tied to their platform.
If no, we can utilize other tools to help create an automated email flow.
1) Contact or Quote Forms
These are your most common form types and one of the greatest opportunities. The three automated email replies are not intended to replace your personal reply but enhance it. Be sure to respond to your form submissions in a timely manner.
Email 1: Thank you and what’s next (bonus points for video)
Send: Immediately
Your initial email reply should be a personal two or three sentence “thanks.” Most importantly, share the process of what happens next. How soon should they expect a reply? Who will be replying?
Bonus: One way to really dial up the personal connection will be to use a video that’s under 30 seconds in length. The video should be of the owner thanking the visitor and walking them through the next steps.
Email 2: Meet the team and recent projects/case studies
Send: Email 1 + 3 days
The second email is a great opportunity to share more about the business. Introduce key team members and their specialties. Showcasing one or two relevant projects will also boost the confidence of your future customer.
Email 3: Helpful resources like blogs, calculators, or YouTube channels
Send: Email 2 + 3 days
Your final email is perfect for sharing helpful tools and resources. Whether the form submitter moves forward with you or not, these resources will keep you in a top-of-mind position.
2) Email Newsletter Sign-ups for Tourism Websites
CAN SPAM Email Response
Send: Immediately
Signing up for an email newsletter means you need to have a “double opt-in” for permission. According to regulations, you need to have the new email subscriber confirm their interest via an initial email. Almost all email platforms will have this feature built-in.
Email 1: Thank you, and link to “things to do” content
Send: Immediately after CAN SPAM
You’ve just connected with a very excited traveler. Thanking them should be natural. Proving your content is helpful and insightful can pave the way for future email newsletters to be open and engaged with. Get this started by sharing your most popular itineraries like “best hikes with your pet” or “local’s secret breakfast spots.”
Email 2: Upcoming event link to calendar
Send: Email 1 + 3 days
Events are the leading reason travelers are connecting with your organization. They want to know what’s happening—especially the lesser-known experiences. We recommend sharing more than your event calendar link. Share some insider tips on parking or best times to arrive.
Email 3: Social media links, sample posts, and invite to connect
Send: Email 2 + 3 days
Use this final automated send to share about your social media experiences, don’t just give them links. Share some screengrabs of your top posts, shared user generated content (UGC), give tips on popular hashtags, and even call out some of your most active members.
3) Downloaded eBook or Gated Content
I am not a fan of gated content, but there are times it’s the right call. But don’t collect the email and just let it languish in your CRM. Use the active interest in your content to familiarize the prospect to your content and brand voice. Show your expertise!
Email 1: Thank you and download link
Send: Immediately
No matter how you have your content gated, be sure to send a “thank you” message with a direct link to the content. This helps users refer to your content later. More importantly, it allows them to share your content. Gated or not, the more awareness you get the better.
Email 2: Similar content links
Send: Email 1 + 3 days
If you’ve got one piece of useful content that’s gated, it’s likely you have a few other pieces of content that will be helpful. A follow-up email that links similar content and why you’re recommending it will help solidify your position as an expert. Two or three other content pieces are perfect.
Email 3: Foot-in-the-door offer (service or product)
Send: Email 2 + 3 days
Selling big-ticket/CapEx equipment or comprehensive service offerings can be a very big ask. Even everyday merchandise has challenges. And timing is key for that ask. Many of those same businesses have a basic offering that serves as a stepping stone to larger projects. In-house engineering, materials consultation, marketing audit, or even free shipping can be a great way to keep prospects engaged.
Need It Setup and Done For You?
Still using the default setup on your website forms? Have leads “fallen through the cracks” or ended up in your spam folder? Has your email subscriber list been dwindling? Then Signalfire is the right call to make.
Signalfire will get your website forms configured and connected with your email newsletter platform like Constant Contact or your CRM like HubSpot. Our writers will craft the perfect email text that inspires action and our designers will create templates that stands out from the drab default messages.
Start doing something about it! Book your consultation before your next prospect gets lost!