Email Nurturing on Autopilot
Interested in improving your audience engagement? We developed a comprehensive welcome email automation for an entertainment brand to achieve just that.
Overview:
The up-and-coming entertainment brand, The Misadventures of Pot, wanted to set themselves up for success when it came to their email marketing and customer nurturing efforts. The first step? A welcome series to ensure users felt good about their choice, further entrenching them in the Misadventures of Pot world, and make a deeper connection with them. The team at ThunderSteed set out to work and delivered a full scale welcome series to do just that and even helped The Misadventures of Pot further define their brand voice.
Deliverables included:
- Email automation welcome series
- Email copy and content
- Template design
- Cohesive brand voice
- Technical setup with tracking and sending domains
Issues:
Previously, The Misadventures of Pot only had a single welcome email that users would receive after double opting-in. It did the job, thanking users and welcoming them into the group, but that’s only one part of the nurturing journey. After this initial email, users wouldn’t hear from them again until they had another planned communication going out. This could mean weeks of minimal to no communication between MoP and it's fans. Not a recipe for success. So, what was stopping them? Well:
- No centralized communication strategy – Communications were friendly, but bordering technical and boring. The messaging didn’t capture the unique charm of the series that would initially draw folks in. This lack of a clear and defined brand voice would cause a sense of disconnect.
- Lack of technical setup – No custom tracking or way to track any analytics left the MoP brand in the dark. We set them up on Pegasus, our email provider, which let them monitor analytics and create custom tracking domains for better deliverability.
- No personalization or segmentation – The Misadventures of Pot brand was missing out on vital personalization, for their users and themselves. Without a proper platform and the ability to monitor metrics, they couldn’t tell who was interacting with what or if at all. They could personalize with the subscriber name, but that was about the best they could get without analytics.
Solutions:
To set The Misadventures of Pot up for success and ensure they could strengthen that bond with their user base, we helped with the following:
- Defined brand voice – Ensuring cohesive messaging across all of their official channels. To play off of the zany and unique cast, a casual, fun, sarcastic, and humorous voice was decided.
- Custom email templates – To save time and keep a cohesive branding, custom email templates were designed.
- Strategic content planning and creation – From how users should be welcomed to the automation logic deciding how to segment based on engagement, giving them a solid foundation.
- Technical infrastructure setup – We set The Misadventures of Pot up on Pegasus, our ESP, so they could monitor analytics from their new tracking domains. The branded links would also give their deliverability a boost and foster trust.
- Implemented a cohesive domain warming strategy to increase sender reputation, devliverability, engagement while closely monitoring performance.
Results:
Now set up for success, The Misadventures of Pot brand was ready to nurture their customer base. Their brand voice, now clearly defined, ensured consistent messaging across platforms. The custom tracking and sending domains on their new ESP provides them with the ability to monitor their analytics. With this, they can implement further segmenting and keep their sender reputation high.
Since this is automated, it provides them the ability to scale. Every new subscriber will receive the same, cohesive welcome experience without the team having to get manually involved at every step. A complete time-saver without sacrificing quality.
