creating an email welcome series

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Welcome emails have much higher click and open rates than other email campaigns - don’t miss your chance to make a great first impression! Learn to configure a series of welcome email in Salsa which will automatically begin when a new supporter signs up!

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Page 1: Creating an email welcome series
Page 2: Creating an email welcome series

CREATING AN EMAIL WELCOME SERIES

Chris Vaughn,

Director of Client Services

Page 3: Creating an email welcome series

• Set up an autoresponse or streaming email as a welcome series

• Configure conditions of the series of emails

• Create a trigger page or group that starts the series

• Create a group to suppress welcome series recipients from your normal email list

Learning objectives

By the conclusion of this session, participants will be able to:

Page 4: Creating an email welcome series

What is a Welcome Series?

24 hours

1week

3weeks

New Supporter

Signs petition for first time

Follow up intro to your work

Take action on second

campaign

Request a donation

Engaged Supporter

A set of emails sent to a supporter after joining your list or performing a certain action (donating, attending an event, etc.). It 'welcomes' them to your organization and automatically moves them along an engagement ladder.

Page 5: Creating an email welcome series

All welcome series in Salsa are built on a set of Autoresponses or Streaming Emails• These will then be timed to send at

an interval apart from one another• Create each one as a continuous

narrative of introduction/engagement• Can be set to queue up on events a

supporter takes in Salsa.

Ingredients for a Welcome Series

Page 6: Creating an email welcome series

Ingredients: Autoresponse

Both Autoresponses and Streaming Emails are found in the “Email Blast” section of Salsa.

• Emails that get sent an after activity on a Salsa page

• Unique because they carry “transactional” data

• “Set it and forget it”• They can be attached to pages in

Salsa to send immediately or on a delay

What are autoresponses?

Page 7: Creating an email welcome series

Ingredients: Autoresponse

Types of autoresponses

• Reply Email• Goes to the submitter

immediately• Individual Email

• Goes to specific email address(es)

• Timed Trigger• Goes to the submitter on a

delayed send

There are a couple types of autoresponses, all of which you may want to use on a Welcome Series

Page 8: Creating an email welcome series

Ingredients: Autoresponse

Autoresponses have HTML and Text content like regular Email Blasts in Salsa, but there isn’t a templating feature or statistics.

That said, you can quickly add them to any page in Salsa under the “Follow up” tab:

Page 9: Creating an email welcome series

Ingredients: Streaming Email

Streaming emails are upgraded autoresponses that allow you to use a template and include statistics. They add the “trigger” function of an autoresponse to the content and tracking of an email blast.

Page 10: Creating an email welcome series

Ingredients: Send Conditions

One easy way to set up a welcome series is to attach three autoresponse/streaming emails to a sign up page. Set the first to be a “Reply Email” and the subsequent emails to be a “Timed Trigger”.

Page 11: Creating an email welcome series

Ingredients: Send Conditions

Then set a timed delay that staggers the messages by a period of time. This is found in the “Send Options” or “Stream Options” in a Streaming Email.

The key will be to stagger the timing with the messaging, taking supporters along a ladder of engagement from newly oriented to engaged. So, time the delays according to the kind of ask you would expect (if any ask is a part of the series).

Page 12: Creating an email welcome series

Ingredients: Send Conditions

Now that you have your autoresponses or streaming emails created and set with delays, you need to ensure that only new supporters receive them.

If you’re using a page in Salsa that is not connected to a credit card transaction, you can use a simple send condition that will limit the welcome series to ONLY new supporters:

[[isNew]] == 1

Page 13: Creating an email welcome series

Ingredients: Attach to page

Finally, attach your autoresponses or streaming emails with the required send conditions to your sign up page and the welcome series is set to start.

You can attach as many autoresponses as you want to a page in the “Follow Up” tab.

Page 14: Creating an email welcome series

Using smart groups

Now not everyone that comes into your database comes through a sign up page. So, how do you catch supporters through:

• Imports• Donation Pages• Paid Event Pages• Simply Supporters you

Tag

Smart Groups

Page 15: Creating an email welcome series

Using Smart Groups

Smart groups are groups that get populated each night by Salsa based upon a query. Any supporter that meets the query will get added.

There are two kinds of Smart Groups:

Smart Group: Each night this group is emptied and then re-populated.

Greedy Smart Group: Each night only new supporters that meet query are added, none removed.

Page 16: Creating an email welcome series

Using Smart Groups

Greedy Smart groups can be paired with Streaming Emails to queue up a set of Welcome Series messages.

When you’re setting up a Welcome Series group, you can attach Streaming Email messages to the group.

Navigate to the “Options” tab of the group in Salsa, then highlight your series emails.

Page 17: Creating an email welcome series

Using Smart Groups

Next, create a query that will be the basis of your smart group. This is the query that you want to capture people who should receive your Welcome Series

Page 18: Creating an email welcome series

Using Smart Groups

Finally, set your group to be a Greedy Smart Group and tell it to use the query you want.

Then, when the smart group populates later that night, your supporters will get the streaming emails queued up.

That’s it!!!!!

Page 19: Creating an email welcome series

Using Smart Groups

Bottom line: If you can dream up a query to find the supporters you’re looking for, it can be used to kick off a Welcome Series or Drip Campaign.

Here’s an example of a query for anyone tagged, “Donor”

This could be the basis of a donor appreciation drip campaign that gets them excited about an upcoming event.

Page 20: Creating an email welcome series

Creating a Suppression Group

Now, in many cases, you’d like to suppress the supporters in a Welcome Series from your normal email campaign. This can be done using a regular smart group (not greedy). When a supporter doesn’t meet the criteria of the query, it will be removed from the suppression group.

If you’re using autoresponses…

You’ll need to create a smart group which only holds onto supporters who fall into your “welcome series” window.

Page 21: Creating an email welcome series

Creating a Suppression Group

If you’re using Streaming Emails…

You’ll need to create a query on “Email Status,” then choose the final streaming email in your series, then set it to “New.” When a supporter gets sent a Streaming Email, the status will change to “Sent.” The supporter will then be removed from the smart group that evening and be back in your general email list.

Just attach this query to the smart group and exclude it from your email list.

Page 22: Creating an email welcome series

• Check out Salsa Commons at help.salsalabs.com• Streaming Emails:• https://help.salsalabs.com/entries/22407142-Streaming-Em

ails• Smart Groups:

https://help.salsalabs.com/entries/22509702-Manage-Groups#6

• Welcome Series Primer: https://help.salsalabs.com/entries/21595934-Welcome-Series-primer

• Or, send us a an email at [email protected]

Questions?

Page 23: Creating an email welcome series

CONTACT INFO

Phone: 866.796.8345

Web: www.salsalabs.com

Email: [email protected]

Twitter: @salsalabs

Page 24: Creating an email welcome series

THANK YOU!