Eventslisted.com - Autoresponder strategy

Posted by writer | Eventslisted.com - Blog content strategy »

This plan is in line with the list segmentation that I discussed yesterday. We need to lock down the launch story form every perspective and write each story into an auto responder email campaign that engages the audience of each list into a conversation about the story.

1 - Leads - We need to tell them about what’s coming. These are people who have already shown a level of interest in our application or services and are hence inclined towards listening to us. They have opted-in to know about the products by their own free choice and will.

Since we will be converting people from this list to become regular visitors of the blog, we’ll gradually want to get them interested in our way of thinking, domain knowledge and content. Either they’ll become more involved with our content or drop off from the list - that’s fine with us because we’ll be using this list as an entry level gateway for prospects who will actually find the application useful.

Through this email campaign, we’d want to increase their perceived value of the application by telling them about its features and use-cases and by showing them video screen-shots. Also, we’d let them know about the activities that are taking place around the product in our other social media campaigns, to make them want to be a part of the entire launch. Once they’re excited enough, we’d involve them in the development and production of these videos. We’d also ask them to fill out surveys on their opinions on which way to turn - this will help us gauge the interests of the market.

We’d also tell them about the opportunity to become part of our limited pre-launch list of alpha customers. If they’re hyped up about the product already, they’d want to be on that list.

2- Pre-launch customers - This list of people will be forming the final shape of the application with us and are thus crucial. Having said that, we need to get this list to feel as involved with the entire prelaunch alpha testing process, as possible. We’ll have them fill out a survey for every major decision and make them feel like they helped refine and build the application. Giving them this level of ownership and importance is important in keeping them actively engaged with us.

Their interest will be driven by the fact that they have early access to the application and are amongst the limited-hand-selected few. The idea is to always make them feel they are getting more from a membership than others, which they are.

3- Event Line - This is the list that has subscribed to receive daily content from the blogs directly into their inboxes. We’ll keep it simple with them. They want the content on the blogs and we’ll send it as it is.

The email content will be structured in snippets with links to the actual posts so that they can be directed to the blog if they’re interested in the topic. These people want to learn from what we have to say, so the relationship is fairly simple. Keep providing them good content and they will keep listening to you. These people are different from the other two lists, in that they know what they want.

4- Super promoters - These people are aware of the influence they can generate by choosing to support you. Since they know that they can make or break you with their support, we need to address them accordingly. They need special attention and recognition. Most of the times, they need visible validations and social proof before they can spread the word around about the application. The idea here would be to subtly keep mentioning all of the different elements of the launch or application itself that add credibility and interest to their plate.


| Case Studies, Follow Our Launch, Launch Strategies

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