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Email Marketing Automation [Part 5/6] – Follow-up Emails

follow up emails

Part 5 of our email marketing automation blog series will look at follow-up emails: what are they, when can they be used, and how to create them with Newsletter2Go’s software. Not all recipients react to every email they receive, and many newsletters will sit unopened in the inbox. In this case, you can try to catch their attention with a follow-up email.

Email marketing automation blog series:

Why should I send a follow-up email?

A follow-up email is sent automatically to any contacts who have not interacted with your newsletter for a certain period of time after subscribing. It can also be sent to recipients who haven’t opened a newsletter within a certain time frame after it was sent. For example, if a customer subscribed to your newsletter 2 weeks ago but hasn’t opened your emails since, you could send them an automated follow-up email. This gives you another opportunity to remind them why they subscribed to your newsletter in the first place and hopefully turn them into an active, regular reader.

How do I send a follow-up email with Newsletter2Go?

You can easily create a follow-up email to be sent to all recipients who have not opened a particular newsletter. First, create a dynamic contact segment:

  1. Log into your Newsletter2Go account and go to “Contacts” and then “Segments”.
  2. Click to add a new segment and move the auto-update slider to green.
  3. Select the first behavior-based attribute from the drop-down: “Has received” and then select the relevant newsletter.
  4. Click to add another condition. Select “hasn’t opened” from the drop-down and, again, the relevant newsletter.
  5. Finally, preview and save the segment.

You can then create the follow-up email. This can be created as a standard newsletter, as it only needs to be sent once to the recipients concerned. Under Step 1, select the contact segment you just created. Under Step 2, you can add an attention-grabbing subject line.

Design your email as normal: select a template and add your desired text and images via the editor. Once you are happy with your newsletter, you can schedule the send time – for example, 5 days from now. When the time comes, the software will automatically identify and select the relevant recipients.

What is especially important when sending a follow-up email?

The last thing you want to do is guilt-trip your subscribers about not having opened your newsletter. The goal of the follow-up email is to make a positive impression and to provide new incentives for the reader.

Don’t point out the fact that your last email went unread. Instead, focus on creating reader value. Encourage opens by including a personalized, limited-time-only offer for the recipient. This creates a sense of exclusivity and also urgency, compelling the reader to open the email straight away.

Last but not least, personalization is key. Don’t make your subscribers feel like one of thousands – even if that is the case! Use personalized placeholders to address the reader by name, and tailor your offers and content to their individual needs as much as possible. Personalized design blocks also come in very handy here.

Use follow-up emails to show your subscribers why they should open your newsletters in future and turn inactive users into engaged readers.

About the author

Emily Stevens

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