M18: Email –Atomization

Presenter:
Dr. Tejinderpal Singh
Associate Professor
University Business School
Panjab University Chandigarh

PART-1
Hello learners, welcome to the next Module of Course on Digital Marketing. I hope you
must be busy in building the audience list and marketing campaign. Today, we are
going to discuss something very interesting i.e email atomization process.
You must have noticed that most of times we receive emails immediately after some
actions performed by us such as in case of finalizing the purchase order, account
registration, our birthday date etc.
Now , a days the volume of mails sent by the business to the customers in so high that
it can’t be handled manually. So there is need to automate the email marketing
campaigns .
SO in this background , you are most welcome to the modules on email –atomization.
Under this Module , you will specifically learn .
What is email automation?
How to set up various types of campaigns in automatic mode?
How to set trigger for specific type of mails?
How to link your website to Mail Chimp for retargeting
Let us start our module by explaining what is email automation? .
What is an email automation?
According to Campaign Monitor?
Email automation is the ability to send time or action triggered emails to subscribers with
relevant information.
Automation is useful for a variety of different marketing purposes. Whether it’s a triggered
workflow that helps nurture new leads, birthday greetings that add a personal touch, or
automated blog updates that take the legwork out of staying in touch with your audience —
email automation makes email marketing more efficient, personalized, and relevant
Here are few Example of automated mails
Birthday mail
Greetings
Order conformation
Abundant Cart mails
Are you really interested to know how to set automated mail? If the answer is yes, so let
us begin.
From campaign dashboard , Go to Create campaign, From email , go to automated .
Gove any name to the automated campaigns . Again here we have various forms of
automated campaigns so before you select any campaign just make sure that your
objectives are clearly defined Only then select an appropriate campaign.
Moreover all campaigns are not available in free version of mailchimp
To use the full power of email automation , you have to upgrade to the premium version
of Milchimp .
Let us first see how to automate, the welcome message to the new subscribers in your
audience list.
Here I want that when any new subscriber join the audience list an automated welcome
message should go to him Immediately or after the time set by the campaign Trigger.
Under single email ,
Give a name to your campaign
And select the audience list.
It may be you are already existing list or you can create a new Audience list
We Already have one list Let us select that one and begin ‘
Let us modify settings of single welcome mail
Now under send to filed
There is an option to set a trigger, Trigger is nothing it is just a condition set by you on
which a mail chimp will act
By default it is immediate that means your mail will go immediately after the joining of
subscriber to your list.
If you want to edit it, edit it from edit delay and recipient button
Here we have different options. Ranging immediately to 1 day
It is better to set it immediately it gives a good impression to the audience that's were
concerned about them
Moreover they will be happy to receive any instant response from your side
Next if you want to set a trigger for those subscribers to whom you want to import to the
list . just check this button and save
Next we have various settings about which you are quite familiar. Let us quickly relook
at them again .
The from field is very simple from where the mail is being sent you want to edit it you
can edit it From edit from ‘
Next we have subject line so simple , Let it be default or Edit
Then we have the content of the welcome message
If you want to edit the welcome message then click edit design
I think we are quite familiar with this interface by now you can You can edit any block by
using various options.
Save and continue
That's all we are ready to launch are automated welcome message to the new
subscribers
Just click start sending Or finish it latter
Yes we have done it in future whosoever will join your audience list he/she will receive a
welcome message from your side. Amazing.
So this was how to set, an automated welcome message campaigns. In the present day
world, it is must as such type of automated campaigns makes email marketing more
efficient, personalized, and relevant. In the next video , we will discuss few more types of
Automated campaigns
PART-2
Welcome back. Hope you have understood the basic purpose of automated e-mails.
These types of campaigns not only save your time but leaves good impression on the
subscribers or customers s they get timely information. Let us talk about one more type
of automated mail.
This type of mail is very simple and i hope all of us must have experienced it.
This is about sending birthday emails to the subscribers.
Let ust see how to design it in an automated mode.
From automatic campaigns, select , Happy Birthday campaign
Give any name to this camping, select the audience list and begin
First of all make sure that in your audience list there is a birthday filed Containing date
of birth of your subscribers.
Next we have the place to set the trigger
When you want to send, one day before the birthday for same day.
If you want to edit it then just click edit and set the suitable options
Next we have schedule at what time everyday you want to send the mail you can adjust
it from here
Next we have the filter, if you want to send the birthday greetings to a particular
segment or a particular tag then you can set it from here. Just choose segment or tag.
Now let us design the mail.
Here we have various fields and we are quite familiar with these fields. Just have a look
at them and make the necessary changes
Click Next
Select the suitable template
Click next
And design you birthday message here. You may add a few blocks to this message by
following the same procedure that we discussed in the last Module
Save and continue
Press Next
Everything seems to be OK. Just click start sending.
Confirm it
Rock on
You have started automation.

Next, we have a very common type of mail automation i.e. .Share blog updates.
If you are a blogger you would Love it.
The purpose of this automation is to send the blog updates to subscribers that means if
you have added any post or posts to the blog , the message will go to the subscriber in
an automated way.
It will keep your subscribers informed about your posts and will increase the traffic to
your site,
Let us see how to set it?
From automatic mail select Share blog updates
Give any name to the camapign and select the respective audience list and begin
Here we have to make some RSS feed changes.
RSS stands for really simple syndication so it is useful when you have to share the
updates of your website in a very summarized form to the subscribers
Just give the link of your website or blog here
Let's set schedule of sending the mail to the subscribers
If you want to resize the RSS images that will be used in your mail taken from your post,
just check it
Press next
Let it be entire audience
Next
This is the campaign information and your are already familiar about various fields here
Just make some modifications you want
Check personalized To Field
Next
Select an appropriate template for sending the message
Here you can see on the right inside we have to new RSS blocks
Drag and drop the RSS header to the template
Similarly , drag and drop the RSS items to the template
Click save and close
See there is one problem let us resolve it , before we send it finally
This is the default text of the template, we can't use it
It is better to replace it with your original content
Save and close , Next
No you are all set to send
Click start RSS
Confirm it
Done and done
Now, the Updates of your blog will be directly delivered to subscribers automatically.
Great.
Let me explain few more forms of automated emails specially in e-commerce domain
Although these forms are available in the Premier version of mailchimp but still I will
give you just an overview of these campaigns and you can further explore them at your
You will understand form easily.
First we have Thank first time customers
In this campaign you can say thank to your first time customers. As we don't have any
E-Commerce Store, so I can't show you all the details of this type of campaign.
Next we have reward your best customers.
With this type of mail , you can offer discount or coupons to your best customers
automatically based on their purchase frequency
Next mail is very important that is Turn on abandoned cart mail. If you are an e-
Commerce website then you can send this mail , if someone browse your product , add
to the cart but exit from website without purchase anything
This type of mail can be set in automated mode and it will remind your customer to buy
the product.
Next we have enable order notification.
With this you can send the order confirmation and shipping confirmations automatically
to the customers.
You can also send a follow up email to the customers to review the product or to have
the feedback about the product from the customers. It will be done automatically
You can also send a winning back mail to the lost customer.
Lastly, we have retargeting the customers.
This type of mail is very useful when a prospect visit your website and you want to send
a mail or show the advertisement to the customer.
Let me show you how use retarget visitors mail
To use this type of mail , You have to connect your site to the mailchimp
Click Connect your site
There are various apps or plugin through which you can connect your side to the
mailchimp
but as we don’t have any eCommerce store
So be will simply use the wordpress option to connect our site the mail chimp . Select
Wordpress
Enter URL of your site
And get code
This is a code that you have to paste to your wordpress website. To do it
Open Wordpress Dashboard of your website
Go to appearance
Theme editor
Now from right and side of the theme From theme files , Click theme footer
Just scroll down the theme code to the bottom
Just above the body tag we have to paste our code
Copy the code
Paste it here
Make sure that you have pasted the code just above the body tag. Don’t not make any
change in rest of the code. One wrong step may spoil your entire your website
Update the file
Go back to Mail chimp and check connection
Your website is now connected
Now you will be able to send the retargeting mails and ads using various platforms to
the visitor who will land on your website
Let us try it out
Again we have to use the Google ads
I will talk about first Google ads in the respective module and will come back to the mail
chimp to tell you about this process.
Save you campaign
So with this came to an end of this module. I always say there is no other way to lean
digital marketing except practice. So do practice on various types of campaigns and
become effective email marketers. Thank you so much for being with me.