We have a little mantra here that if you create targeted emails with personalized content, you’re going to see an increase in your email engagement. So how do you personalize an email? My answer is not to start with your email! Start with segmenting your audience first, and then move into your content. Take it from a writer, guardrails are your friend! They force you to focus and help you narrow down your content so that you’re not trying to cram too much into your email. Not the answer you were expecting? Don’t worry! We’ll get to the content part…   Segmenting your contacts just means that you’re grouping contacts together based on shared characteristics, like their location, or shared interests, like their shopping habits. How you segment is going to be different for every organization, but the goal is the same: divide your audience into parts so you can share content that is more relevant to them. The same reasons for why you grouped your contacts the way you did are going to tell you what kind of content you’re going to write.   Here’s how to get started with segmentation.   Now that we have segmentation out of the way, let’s get down to the nitty-gritty of personalizing email content, starting with your subject line. It’s super easy to add a first name into a subject line, and it helps to increase open rates because it highlights the relationship you have with your contacts. A first name isn’t the only thing you can add to a subject line either. You can add any contact details or custom fields you have on file, which can also be just as attention grabbing!    Check out this article to learn how to use subject line personalization.   Next up is probably the easiest way to add personalization to your email. A personal greeting lets you address your contacts by name within the body of the email. It only takes a couple of clicks to add the greeting tag into your email and you can even specify what you want to display if your contact doesn’t have a first name in their contact record. A first name is just the tip of the iceberg when it comes to contact details too. You can pepper the body of your email with all the other contact information you have on file, like job titles or city, and even custom fields.    Read this article to learn how to add a greeting tag. Read this article to add your contact details and custom fields to your email.   Finally, it’s time for something a little more sophisticated. Dynamic content blocks let you literally change the content your contacts see based on the contact information you have on file for them! This makes your email content possibilities a whole lot more interesting! Imagine for a moment that you run an ice cream shop, and thanks to a well designed survey, you know your contacts’ favorite flavors, and you took some time to add them as custom fields. Now you can display a chocolate-focused block to the chocolate lovers, and a vanilla-focused block to the vanilla lovers, and a snozberry-focused block to the fruit lovers. (You get the idea!)   Read this article to learn more about dynamic content blocks.   OK, that is a good amount of information, but hopefully not an overwhelming amount. Don’t feel like you have to use all these tools at once, either! Do a little experimenting and see what feels right, and then try incorporating a few more later. You may find different combinations work better for you than others, and that’s ok! There are no hard rules here. We’re definitely interested in hearing how it goes, though! Let us know what you tried, what worked, and what you’re setting aside for a rainy day. (We get lots of questions on this topic, and your insight can help someone else out!) ... View more

Every small business is different, even when they’re the same! (I mean, you probably like the bagels at one coffee shop, but prefer the coffee at another, right?) Your location, your target customer demographics, and even your individual personality and way of approaching things create a unique combination that make giving a one-size-fits-all solution to email marketing content a challenge. However, we’ve got expertise to share and tools to help you find your voice and stand out in a sea of email content!   Start here. Our industry-based content ideas will help get the creative juices flowing, and you can download a handy PDF to reference as you plan your marketing through the year. We’ve also got some tips on how to Create the Perfect Email that you don’t want to miss. And, if you need a little inspiration, our customers are the best source for sharing how they’re using our marketing tools in ways that generate results! If you’re a multi-tasker, you’re going to want to listen to our Be a Marketer podcast while you work. (The latest episode (#75) just happens to be about 7 critical design elements!)   When you’re ready to start drafting your email, consider trying out our Campaign Builder. We use industry best practices and AI to create content for different marketing channels (email, social media, events, etc) based on your goals. You can delete what you don’t want, make changes to the content before you share it, and maybe it will even spark some ideas of your own.   If you decide to create an email from scratch, our template picker is bursting with designs that ensure your emails always look professional. Just plug in your content and you’re ready to send! Our email editor is also jammed with tools to help you organize your content, encourage engagement, and keep your emails on the shorter side for maximum readability.   When your email draft is complete, share it on our Campaign Feedback board and get quality feedback from our amazing Community! Feel free to peep at other submissions as well so you can see how different organizations are handling their email content. Maybe you even have some props or critiques to share…   Pro tip: If you’re really stuck or just low on time, our Professional Marketing Services can meet you where you’re at! We can teach you to do it yourself, do it with you, or even do it for you!   And with that, I leave you with some thumbnail images of the fall templates available in our template picker. Now it’s your turn! We want to hear all about your email marketing experience. What worked, what didn’t, what are you experimenting with now, and have any of the tools above changed the way you approach things? Let us know!   ... View more

When you hear “online marketing” it sounds super simple - just promote your organization online, right? Then it’s time to actually do it and suddenly you feel over your head. It’s a totally valid feeling and you’re not alone there! Let’s figure it out together, shall we? First we need to figure out what “online” means, which is the easiest part, then we figure out what kind of online presence you already have, and finally we can make a plan to start marketing online in a way that makes sense for your unique organization.    If you have to open a web browser, it’s online. There! Done! I told you it’d be easy! So let’s skip on to your web presence: Your email address Your social media platforms Your website  Your blog or any third-party websites that you actively direct your audience/customers/donors to in place of a website Search engine results that return your organization   That wasn’t so bad, nothing shocking or unexpected on the list. You’re probably even saying, “duh!” right now. So let’s get down to the nitty gritty, starting with your email address:   Your email address   Almost everyone has an email address, and it’s the backbone of email marketing - it’s why you’re here with Constant Contact! You collect email addresses and then you send those contacts content that you think they’ll like and engage with. Your content promotes your goods/services/cause and with the help of our beautiful, pre-designed templates and maybe even a bit of our AI content generator, you’re getting sales and donations. You want your email address to be recognizable, so it’s great if you own your own custom domain (think leigh@sewingstudio.com and not sewingstudioleigh@gmail.com), but if you’re just starting out and aren’t ready yet, you can still carry on with email marketing and verify a new email address later. Getting your own domain is ideal, and is going to be evidence that you’re growing and becoming more reputable. (It might even make your original pre-domain contacts feel a little smug that they were there with you on the ground floor.) Read this to learn about what a domain is and why it matters.   Your social media platforms   Whether you have a website or not, social media is a way to reach a large audience very quickly and easily. You set up an account and then you start posting to engage your friends and followers. You can create and share social posts through your Constant Contact account (our AI content generator is there to help too!), and include links to your social media profiles in your emails. When you send your emails, you can even share the email on Facebook, Instagram, or LinkedIn too. If you have your own website, you can share your domain in a post and link it in the bio or “about us” section of your social profile. If you don’t have your own website, you can create a landing page to share instead! We have a few different kinds, one for collecting new sign-ups (and it’s SMS compatible!), one that you can customize with whatever content you want: a mini website, a list of different ways to connect with you, a pitch for your sales or donation campaign, you name it, and one for surveys.  Read this to get started with social media marketing (the organic posts).   This is a good start, but the people you’re engaging with on social media aren’t really your contacts, and you don’t have much control over how you can market to them because they haven’t given you permission to contact them through email or SMS. It’s time to start working with social media advertising. We’ve got two types of Facebook and Instagram ads, one for collecting new sign-ups, and one that you can use to point people to your website or a carefully designed landing page. Bonus points if your website or landing page has an opt-in mechanism for your contact list! Ads let you target the demographics that matter most to your organization, and set a budget. Small budgets can do big things here! In short,paying for ads has a further reach towards your target audience than you can ever get when you create posts on your own, even if you post multiple times a day. Read this to get started with social media advertising (the paid ads).   Your website or your blog and third-party sites   If you don’t have an official web address yet:   It’s okay not to have your own website when you’re first starting out. They can be expensive until you can justify the cost, but they also add tons of weight behind your web presence, and the cost will eventually be worth it. In the meantime, our sign-up, custom, and survey landing pages that you can create and share. Each page can be customized based on the unique audience where you’re planning on sharing it, and the URL for each page can also be customized to add some branding. Then when you’re ready, you can move onto purchasing your own domain! (Don’t give up on landing pages completely though - they can be handy even when you have a website!)   If you have your own website with a custom domain:   Your website is a powerful asset! It officially represents your organization in the online space and you have total control over everything from how it looks, how you navigate it, and what kind of messaging you share. It goes without saying that your URL can be shared in your emails and social posts, but since your website is also found organically by others, it’s a great place to embed sign-up forms to further grow your contact list. Read this to get started with website sign-up forms. Search engine results   So far you’ve been doing all the heavy lifting. You’re creating content and sharing it, you’re leveraging your online presence to drive traffic to your sign-up form, you’re managing your brand’s web presence. Now it’s time to boost your online search rankings using SEO tools and Google Ads, and you have come to the right place! We can scan your website and give you some tips to best optimize your website so that it shows up more often in search results. We’ve also partnered with Kliken so you can purchase targeted ads that appear to Google search users based on their location and keyword search terms.   Ok, that’s a lot of words. Probably more than you were expecting for a “simple” question. But I hope they make online marketing not feel so scary and give you a good idea of the tools you have to work with as you grow.  Now it’s your turn! Tell us how you dipped your toes into the waters of online marketing - we want to hear all the trials, tribulations, obstacles, and of course, and most importantly, the successes! What worked for you? What did you grow into? What surprised you? We’d love to hear from you! ... View more

Automation takes a little work to set up initially, but it saves you so much time in the long run! Our Automation Path Builder is packed full of all the tools you need to start automating your email and SMS messages, like a library of pre-built template options, ecommerce compatibility, a myriad of trigger options, time delay and conditional split steps, comprehensive reporting, and so much more! Here are some of the most commonly used automation paths:   Welcome - Get off on the right foot with your newest contacts when their engagement is at their absolute highest: when they opt-into your list. The Automation Path Builder has “Welcome” templates so that all you have to do is choose the list or lists you want to associate your path with, and then create your email and SMS message content. When you first create your Constant Contact account, we also automatically create a Welcome Nurture Series AND a Sign-up Landing Page for you to customize, so that you can start generating sign-ups and sending them welcome content quickly! Learn more here.   Abandoned cart - Recover sales before they’re lost by sending reminder emails or SMS messages to customers that put something in their cart, but didn’t end up completing the checkout process. If you’re using Shopify, Wix, or WooCommerce for your online store, our Automation Path Builder has “abandoned cart” templates that can help you remind customers to complete their purchase. Just connect your store, and customize the email and SMS content you want to send, and let automation take care of the rest.  Learn more here.   Birthday or anniversary - Acknowledge special occasions for your contacts by sending email or SMS messages on or before your contact’s special day. The Automation Path Builder has “birthday” and “anniversary” templates that can be customized to engage with your contacts at a meaningful time. All you have to do is select the timing and then customize your email and sms message content! Learn more here. Custom path - When you know exactly what you want, you start your path based on shopping activity, contact activity, or calendar date triggers, then build out your automation path on your own. The possibilities are endless! Learn more here. We’re curious how you’ve been using automation! What has been working well, and what has been your steepest learning curve? Let us know! If you’re new to the world of marketing automation, make sure to check out this article: Work Smarter with Marketing Automation too. ... View more

An email marketing campaign can be as simple as a single, carefully crafted, and well-timed email or it can be a meticulously planned series of emails, depending on your organization’s needs. But what makes a good email marketing campaign? Let’s discuss!   An individual email When you’re sending an email, it needs to make an impression! Each email in your campaign needs a couple of key elements: An enticing email subject line and preheader combo that makes your contacts want to open it. Dive in here, the water is fine! Branding that makes it clear the email came from your organization. Did you know we have a BrandKit that can help get you started by pulling in the logo and colors from your website? A personal greeting that makes the email feel like it’s written specifically for each unique contact. The greeting is the easiest way to start personalizing your emails, but there are more ways to get even more personal too! A clear-call-to-action to entice your contacts to interact with you in some way. It can be a link to a website where your contacts can get more information or make a purchase or donation, a request for a review or a social media follow, or an invitation to take a survey or participate in an event. You can get really creative here, but if you’re stuck, make sure you read this article. A series of emails An email series works best when you give a little information, and then tease a little more so that your contacts are eagerly awaiting your next email. Each email in your series should still follow the tips above, but the overall series should have: A clear goal. Each email should support your goal, and everything else gets put aside for another time or a different series. Here are a few examples of different types of email series to use for inspiration. A timeline. You may think of a timeline as something set in stone, but you do have flexibility! You can schedule your emails to send at a certain date and time, or you use triggers to ensure an email doesn’t send unless your contacts take some sort of action first. (You’ll find that our marketing calendar and our automation path builder are handy tools when you’re planning your campaign!) Some segmentation. When you spend a long amount of time planning, the best way to ensure that your work gets seen is by choosing the right audience for your content. Segmentation can help you target the right contacts who are going to be most interested in your content. Here’s how it works.   There’s lots to chew on here, but we’d love to hear from you! How are you planning email campaigns that work for you? Have you had to course correct to see better engagement? Let us know what you did!   Be sure to check out the Authentic and Timely Communication episode of our Be A Marketer podcast too! ... View more

We talk a lot about email engagement and open rates, but your deliverability is important too! Before your email can be opened and have links clicked, it needs to make it into your contacts’ inboxes. Deliverability measures how likely your emails are to land in an inbox instead of being marked as spam or flat-out blocked by your contacts’ Internet Service Provider (ISP).      So, how do you increase your deliverability? The good news is that Constant Contact has a fantastic sending reputation, so just by using our services you get to share in that reputation. The rest is up to you by following good industry practices:   Make sure your contacts have given you permission to email them and never purchase a list! All of Constant Contact’s sign-up tools ensure that you are documenting consent, which satisfies our own Email Permission Policy. We also have tools that help ensure your contacts really do want to hear from you: Advanced Email Permissions - Lets you track implied vs. express permission in your account. Confirm Opt-in email - Provides a higher level of certainty that everyone who signs up for your list really wants to be there and protects your sign-up form against bots and non-permission-based additions. Reconfirm Opt-in email - Lets you ask your existing subscribers if they still want to hear from you and can be used to sunset email addresses that are no longer interested in receiving your messages) that you can use to ensure your contacts really do want to hear from you.  Using these tools can make a big difference in preventing bounced emails!   Buying a list and importing it into your account is a good way to end up with a high bounce rate, lots of spam complaints, and a list review because those contacts never gave their permission! It’s about quality over quantity anyway. (Learn more about implied vs. express email permissions here.) Improve trust with good branding, including email authentication.  When you see a mismatch between an organization’s name and their email address, it’s a red flag for spam. You want a domain email address that matches your website domain for maximum brand identity. When you’re using a third-party email marketing tool, like Constant Contact, authenticating your outbound emails verifies to your contacts’ mailbox providers that the message actually came from your organization, and makes it more likely you land in the inbox. (If you’re just starting out and don’t have your own domain yet, you can still self-authenticate your emails!) Learn more about email authentication here.    Then, in terms of your email content you should have: A good subject line and preheader combo. If you’re not sure how to craft one, there’s help here! Consistent and recognizable branding. (Did you know we have a BrandKit to help you save time?) A clear call-to-action, and if you include links, make sure you’re not linking to an unsafe website. Here is a list of common spam triggers. A good ratio of text and images. Image-only emails are also a red flag for spam!   If you haven’t tried it yet, give our Check for Errors tool a go - it helps you use industry best practices that give you the best chances of landing in the inbox.   Segment your audience based on their interests. I write ad nauseam about list segmentation (it’s one of my favorite tools), but when you send shorter emails to a targeted audience that finds the content pertinent, you are less likely to get marked as spam. You may find yourself sending more emails overall to cater to different audiences, but the emails are easier to write because you’re not trying to cram a ‘lil something in for your whole audience. Your segments can be as simple or as complex as you need them to be, and can change as your organization grows.   Check your bounces after every send. Emails can bounce for a variety of reasons, and getting into the habit of managing them after every send can save you some deliverability headaches. This article can help you figure out what email addresses are having deliverability issues and how to best rectify them.   We’d love to hear from you! Let us know if you’ve had luck improving your deliverability and what you did to get there. Don’t be afraid to ask questions if you want more insight into any of the topics listed above, and make sure to check out the Email Delivery Success Hub for the latest on email authentication too. ... View more

When you’re just starting out, it’s easy to find your emails in your Constant Contact account, but as you grow and your list of sent emails builds to multiple pages worth, it can be harder to find one when you need it. The good news is that we have tools that can make managing your emails a breeze because they can grow with you as your needs change. We’ll start with the simplest solutions for a small amount of emails and work our way to the more complex tools for when you start using different campaign types and want to group them together. The whole toolbox can be found by clicking on the Marketing tab in your account.   The very first tool in your belt is the Single-channel tab on the Campaigns dashboard. You can see all of the emails, and any other campaign type (social posts, surveys, events, landing pages etc.), on this dashboard, and you can filter your campaigns by type and status, then sort them in different way (recent, alphabetical order, etc. the type of campaign, its status, or in alphabetical order. Using more than one of these filters can narrow the displayed results tremendously. The dashboard also has a search bar so you can look for words you know are in the title. (They have to be exact though. For example, in the image below, the word “workshops” brings up results, but the word “workshop” returns a “We couldn’t find any results” message.)                       As you start to create more emails and experiment with other campaign types, the Email dashboard comes in handy. This dashboard filters out all the other campaign types and focuses only on the emails you’ve created and sent. It still has the same “status” and “sort by” filters and search bar as the Campaigns dashboard, so you should feel pretty comfortable using it. (We should also mention that there are dashboards for each campaign type too, not just email, when you’re ready for them!)                                 Now let’s say that you want to start grouping things together. Folders let you group multiple emails together, and you can also include other types of related campaigns too. Folders are very flexible because you can create up to 500 of them, and give them unique names that make sense to you — no auto-generated titles. Use things like dates, holidays, campaign names, target audience, product names, or whatever works best for your organization. You get the idea. After you create them, folders are included as a filter type on the Single-channel tab on the Campaigns dashboard, and adding an email to a folder just takes a couple of clicks. Read the steps here.                           If you prefer date-based organization or are a little more visual, the Calendar view tab of the Campaigns dashboard is the right tool for the job. You can create new emails (and other campaigns) from the date on the calendar to plan your messaging out in advance, and see what you’ve sent and what you have scheduled to send. Read the steps here.                                   And finally, let's round out the toolbox with multi-channel campaigns. This is a power tool that lets you plan and create all the different aspects of your marketing campaign in one place, on one timeline. We’ll build out the foundation based on your goal, and you adjust the plan as necessary. After you use the Campaign Builder, you can find your campaign on the Multi-channel tab on the Campaigns dashboard. Each multi-channel campaign you create can be expanded and collapsed so you can see all the inner workings or just get a high-level overview. Check out this article to learn more.                                   So know that you have all the tools and know how to use them, let us know what you tried and how it's been working out!       ... View more

As all of the best answers begin, it depends. When you’re choosing how to advertise, you want to get in front of the right audience and you want to get the most bang for your buck. It’s a tall order!  While there are more traditional forms of advertisement like newspaper ads and tv and radio spots, there are also lots of ways to advertise online too — this is where Constant Contact can help! Let’s go on a little journey...   The first stop is social media marketing. Regular social posts are the cheapest and quickest way to advertise, and it can get you in front of a “somewhat known audience.” If you have a healthy social media presence with lots of friends and followers, your content has a good chance of being seen and shared with others outside of your social circles. On the flip side, if you are just starting out, your content can easily get lost in a sea of content until you start to build an audience. So, what can you do with these two scenarios?   If you have a social presence, start by keeping a regular posting schedule and make sure to share a Sign-up Landing Page. You can do this through a social post or you can create a “Link in bio” landing page and include it there. This takes your friends and followers out of an uncontrollable social media world and brings them into the realm of email and SMS marketing. (More on that in a second.) If you’re just starting a social presence, make sure you are posting regularly, share a Sign-up Landing Page, and also give Facebook and Instagram Ads a try. These kinds of ads can be targeted to different demographics on Facebook and Instagram to extend your reach beyond your existing friends and followers. Social ads help get you noticed, and you can drive the ad traffic to your website or to a Sign-up Landing Page to entice those who are interested to opt-into email and SMS marketing. There is an extra cost to this type of advertising that is paid to Facebook and Instagram, but with the amount of information these companies know about their users, their ad targeting is pretty powerful. It’s comparatively cheaper than traditional forms of advertising, and you get to set the budget and timeframe you want your ads to run for. Make a pitstop to read this article and learn more about Facebook and Instagram ads.    The second stop is email and SMS marketing. This is a great way to advertise to a “known audience.” Your contacts opt-in to receive your emails and SMS messages and you let them know about the sales, promotions, and events you have going on. You can see who is the most engaged and create targeted content for different segments of your audience based on things like location, interests, and engagement. You have way more control over this audience because your list belongs to you, and you have powerful tools for segmentation and automation to help you better reach them.   The third and final stop is using Google Ads to reach a completely “unknown audience.” This helps you attract new business from people who may not be aware of you on a larger scale. Google Ads works very similarly to Facebook and Instagram Ads, but you’re not pigeonholed into a specific social media corner of the internet. There is also an extra cost for this, but Google is so widely used that your money goes very far. When you create an ad, you select your target demographics, your budget, and your timeline, and Google presents your ad to its users accordingly. You get to choose the website you send your prospects to, and it can be your website (with a sign-up form clearly visible) or a Sign-up Landing Page.   To bring it home, the general strategy is to leverage the web to grow your email and SMS contact lists so you can more effectively nurture relationships through targeted marketing. All of the tools we’ve mentioned  (social posts, email and SMS marketing, Sign-up Landing pages, Facebook and Instagram Ads, and Google Ads) are accessible through your Constant Contact account, and give you lots of flexibility as you’re starting your journey, or even if you have already long left the station. Let us know what you’ve been using and how it’s been working for you — we’d love to hear! ... View more

When you’re looking to segment your contacts, getting started can be a little overwhelming. How do I segment? What content do I share? How are others in my industry doing this? If these are the questions swirling around your head, you’ve come to the right place. We can tell you how to use our segmentation tools, and our amazing Community members can help you fine-tune it based on your industry! So, let’s get started:   Our expertise is the “how to,” so I’ll start with the basics. Put simply, segmentation is just grouping contacts together by shared traits, interests, or behaviors. Your segment can be as simple or as complex as you need it to be! Once you filter your contacts into a group, you can send them super specific content. This keeps your emails short and relevant, and it increases engagement and enhances your marketing efforts when you’re trying to reach the right audience, at the right time, with the right content.   Here are some resources to get you started:   Understanding contact segmentation Q&A: Boost Your Email Results with Segmentation & Personalization Create a segment of contacts   Now, let’s talk about your industry—this is your area of expertise, and I’m willing to bet you already have some ideas of what kind of segments would be helpful to have. If you haven’t given it too much thought yet, here are some questions to help you narrow down your segments:   Who is your audience and why do they want to hear from you? Do all your contacts need the same information or can you break your information into parts? Are there any “buckets” your contacts naturally fall into when you think about them? Do you collect enough information about your contacts to be able to group them together in an ideal way or is there work to do to get there?   We’ve also put together some examples of how our customers are successfully using segmentation based on their industry:   If you have questions about how to set segmentation up for success, don’t be afraid to post them in the Community! We’d love to hear what you tried, what worked and didn’t work, and what your overall segmentation journey has been like.   Need some inspiration? Learn more about how other organizations are using Constant Contact in our Customer Spotlight - just search the Community for “spotlight.” And, if you’re interested in segmentation but haven’t started yet, check out this article: An Introduction to Email List Segmentation. ... View more

Do you hear the word “automation” and start to flood with a feeling of dread and inadequacy? You’re not alone! But, knowledge is power, and we have plenty of that here in the Community to help you over the hump to start using our Automation Path Builder.   My grandfather always used to say, “A little bit every day gets the job done,” so here are two easy ways to start:   Hands down, the quickest, easiest way to start using automation is by creating a welcome path with the Automation Path Builder—whenever a new contact signs up, they’re automatically sent this content. Your contacts are at their most engaged when they join your list, so take advantage of that and engage with them from the start. Your welcome email should be evergreen so you don’t have to fuss with the content often, and at the very least should include: A thank you message for signing-up. Information about your organization, including a link to your website and links to your social media profiles. An explanation of the frequency of your mailing and the kind of content you plan on sending. A call-to-action to further engage. This can be as simple as asking your new contacts to follow you on your social media platforms. Beyond that, you can include further incentives to engage with your organization, like a discount code or exclusive information. Get creative and make a video of your employees saying, "Hi!"—this content is completely up to you! Your welcome path does not need to be fancy—just a single email, though the Automation Path Builder does let you build it out to be more complex if you need it to be. This article gets more in-depth when you’re ready.   Next up is click segmentation. It’s a lesser-known powerhouse, so let’s talk about how you can use it to automate content. Click segmentation lets you add the contacts that click on a link in your email to a specific list. When you create your email, you can enable it at the same time you insert the URL. Then, similar to a welcome path, you can create a list-join path to automate your content. When the contact clicks the link, they’re added to the list, and being added to the list triggers the content to start sending. Now you’re sending interest-based content to those who are actually interested! (Segmentation and automation go hand-in-hand, so check out this article for a deeper dive.)   As a cherry, I’ll throw in a third option specifically for customers using ecommerce. If you’re using Shopify, Wix, or WooCommerce, you can quickly set up an abandoned cart path to remind your customers to click that “purchase” button! Follow these steps to get started. These examples are just the tip of the iceberg! As you grow more comfortable using the Automation Path Builder, you'll feel more comfortable exploring and experimenting with it. We'd love to hear how you end up using the Automation Path Builder to meet your organization's unique needs!   Want a real-life example of how a small business is using automation? Check out episode 60 of our Be A Marketer podcast! ... View more