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Wouldn’t it be wonderful to be able to stay in touch with customers or potential customers on a regular basis?  What would make this even better is if it all happened automatically.  This is much easier to achieve than you might imagine.  With a robust but flexible email marketing system you can set up simple or more intricate auto-responder emails that will be sent out at pre-determined times base on what your customers do or do not do. Welcome Programs You can create a series of emails based on how people interact with your newsletter and/or website.  For example a different follow-up email could go out to people who download a white paper, make a purchase, inquire about a product or register for an event. Reminder Program If someone has shown an interest in a product or service you can send out a series of emails highlighting the benefits.  By staggering these emails over a period of time the recipient will be gently reminded, therefore making them more likely to choose your company when they are ready to make a purchase. Cross Selling or Up Selling Programs Emails can be sent to people who purchase a particular product or service.  The email could offer a similar product or a warranty or upgrade. Customer Satisfaction Programs Send out an email with a survey to anyone making a purchase asking if they were satisfied with the product and/or sales process.  This not only keeps you at the top of their mind but also shows that you care about how they were treated. Lead Nurture Programs Send emails out to people based on what they have told you they are interested in.  This shows them that you care about them as an individual and are not just going to bombard them with every message you have. Abandonment Programs If a customer abandons their shopping cart trigger a message regarding the items they were about to purchase and an incentive for them to complete the process. Win-Back Programs Send out an email to anyone who hasn’t visited your site in six months or more.  Tell them what’s new and why they should visit you again. With a little thought and planning email automation is a great way to stay in touch.

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