Earlier this year, we launched automations equipping you to build multi-step messaging campaigns so you can cut time spent on routine work and focus on building relationships. We’ve just leveled up automations by adding conversion tracking—a new feature designed to help you measure the success of your email automation, and create an even more sophisticated email series.
To get you thinking about how automations can help you achieve your goals, here’s our “menu” of the types of email series you can send based on various types of action pages and lists.
1. How to onboard people once they sign up
Welcome series
Once a supporter first signs up for your newsletter or supporter list, send a series of two-to-four emails within the first couple of weeks. It’s especially helpful to trigger an automated welcome series from any sign-up pages where you’re directing new supporters from social media or other lead generation efforts. This way, you can improve email deliverability, deepen their understanding of your organisation, and help guide the person toward taking another action in the near future.
Expression of interest series
After someone signs up for a bigger commitment, like applying for a grant or to become a candidate, build a two-to-four email series that can sustain their interest in the following weeks. In each email, include easy to understand bits of additional information that can help them learn more about what they’ve applied for—even if it’s complex .
2. How to keep people engaged once they donate
Thank you series
Create an automation from your donation page that triggers a series of two-to-four emails to each person who donates. Thank them for their contribution, then share specific stories about what they’ve helped to fund. It's important not to make any new requests in this series—it's all about giving back before asking again, and keeping their email inbox “warm” until the next time.
One-time to recurring donor series
After a supporter makes a single donation, send two to four emails within the first two weeks inspiring them to keep giving. Consider showcasing individual donors who are already part of the regular giving program by sharing short stories from their perspective about why your cause is important to them and why they choose to give monthly.
3. How get petition signers to take a step further
Take action series
For everyone who has signed a petition on your site, send two-to-four emails during the week after to get them excited to spread the word. Include stories that reinforce the petition action they’ve just taken, give additional context on the impact of that action, and remind them to share in the days or weeks since they signed.
Recruit your peers series
Get your petition signers on an email series encouraging them to recruit other people for your cause. Include metrics that show the impact of their effort, like: “if everyone who signed this petition got three of their friends to sign, we would have 35,000 signatures.” Don’t forget to add a recruiter link in the email and track how many people are recruited by whom.
4. How to keep event RSVPs ready to participate
Get excited series
Since you want as many people as possible who RSVP for your event to actually show up, send a quick series to all RSVPs with more information as the event approaches. This allows supporters to stay excited, keep the event top of mind, and tell others about it. Include logistical info like what to bring and wear, and add a button linking to a volunteer page if you’re looking for volunteers.
5. How to get back on track with the people in your database
Re-engagement campaign series
Identify “inactive” profiles in your Nation—people who haven’t opened an email in more than six months)—add them to a list, and send a two-email series over the course of two weeks designed to get them re-engaged. You want them to open these emails, so try asking explicitly if they would like to stay on the email list, mentioning that they have been missed, or drawing their attention to something compelling that is happening right now. Decide beforehand what action they must take to be officially “re-engaged”: like clicking a link, or just opening the email. Once the series has run, opt out the people who did not engage and/or add a tag to those who did.
Lapsed members renewal series
Renewing a membership is something that can easily fall off a supporter’s to-do list. Remind lapsed members using a series of two-to-three emails over the course of a month. First, filter for all lapsed members and add them to a list. Each email can include a link to the renewal page, and make sure to mention about how many minutes the renewal process should take. Try showcasing something that your organisation has been working on or share a member story, and remind your lapsed members why they originally joined you. After the series has run, opt out the profiles who did not engage and add a note to the ones that did.
Tracking the success of your automations
In all of the examples above, you can specify what kind of conversion you’d like to achieve with each automation—such as getting your supporters to donate a specific amount, sign a petition, become a recurring donor, or renew their membership. Once you define your conversion, you can keep track of everyone who has taken that action, and select whether you want them to automatically exit your automation as they convert.
Why is this a game-changer? By setting up conversion tracking within an automation, then setting the converting page action to be the source of another automation, you can connect one email series to another and create seamless supporter journeys for your community.
