Come on a journey of self-discovery and find out how automated email campaigns can help you drive sales and get closer to your customers
Every email campaign should be a big adventure – for you and your prospects. You shouldn’t just be scribbling emails and chucking them out there. You need to prepare for an email campaign as if you’re preparing for a journey – your and your customer’s journey – across an unknown territory. A journey where every decision made can make the difference between discovery and dead ends.
At Swingate, we see campaign concept, design and automation as an expedition. It’s a journey complete with kit, maps, guides and signposts, all intended to help avoid pitfalls and ankle-breakers in order to reach the triumphant summit.
Plan your route by starting with strategy
No adventurer sets off without a map. The same goes for automated email marketing campaigns.
First discover or confirm where you are. This will give you a clear view of how to get to your destination. Chart the lay of the land. Who are your prospects? What challenges and considerations might they be facing? Think of what they want as their destination, where we ultimately want them to arrive. In getting them there, we arrive at our own destination or goal – this could be nurturing loyalty, increasing brand awareness or driving sales.
Recently, for a business-to-business software client, the destination – or treasure – was a booked demo. Together, we mapped out their prospective buyer’s journey – marking each waypoint, from curiosity to commitment. The resulting blueprint became our expedition chart, keeping everyone in the marketing team aligned.
Pack the right gear – good design and content travel well
An adventurer needs sturdy boots, a compass and supplies. A campaign needs sleek design, smart copy and automation that works to bring in results.
For this campaign, we created email templates built to withstand the elements (also known as inbox chaos).
Using clear visuals, impactful headers, compelling copy and personalisation made sure every message landed with impact. It was the digital equivalent of a perfectly packed rucksack.
Put out the guideposts, using automation as the trail markers
Every great trail has guideposts to keep travellers on course. Automation is ours. Here’s how we set it up.
- A warm-up messageas the first campfire – inviting, piquing interest and setting the tone and scene.
- A choose-your-path sequence where actions (opens, clicks or no action) determined the next trail.
- A demo reminder series as friendly signposts nudging prospects toward the final destination.
Our prospects weren’t wandering aimlessly. They had a guided path, their journey designed to feel effortless.
Set off, change course, avoid hazards and adjust to surroundings as needed
Even the best-prepared explorers adjust their route once in a while.
Once the campaign went live, we tracked engagement like explorers reading the stars. One subject line sank like a leaky canoe – we swapped it out.
Another email overperformed, so we doubled down on that approach. The journey wasn’t just about setting off but adapting along the way.
Celebrate success at the summit
At the peak, the view for us was worth it. The client achieved a 40% lift in demo bookings compared to their previous campaigns. Better still, they had found a proven path – a repeatable model for future expeditions.
Your next expedition awaits!
At Swingate, we don’t just send emails – we design journeys. Your journey is creating and running a campaign, while your customer’s journey is how they engage with you and react to what you’re offering them.
From blueprint to backpack, from compass to summit, we’ll guide you through the wilderness of marketing automation and help you uncover the treasure: high-performing campaigns that deliver.
Ready to set off on your next adventure? Let’s plot the map together.