The one thing you need to win your email marketing game

Matt Geary in Email marketing on 11th of Dec 2018
autopilot outcome wheel

Autopilot's outcome wheel

Let's be honest — there are a lot of ways to create amazing email marketing campaigns. But there's one thing that makes Autopilot the easiest and most effective out of all of them.

So what is it? It's the outcome wheel, a click and drag feature in Autopilot that's so simple to use, you'll forget about batch-and-blast emails forever. It's a key part of sending high-performing emails within the Autopilot Canvas, a digital, whiteboard-style workspace where customer journeys come to life.

Scroll down to learn more about how the outcome wheel fits into the Canvas, as well as the shapes and journeys that go with it. Before you know it, you'll improve your email marketing strategy and be able to automate all your campaigns.

Journeys

Journeys replace what other email or marketing automation tools call marketing campaigns, workflows, or programs. A journey is designed to offer much more freedom and flexibility with the ability to drag, drop, and connect shapes onto the Canvas.

At the most simple level, a newsletter journey in Autopilot can look like this:

Shapes

Shapes are the triggers, actions, and conditions that make up each journey you create.

Here’s a quick breakdown of the shapes:

  • Triggers: push contacts into a journey via a list, form, lead ad, etc
  • Action: do things like sending an email, ejecting a contact from a journey, changing the lead’s score, etc
  • Conditions: check whether a contact meets the specified criteria, like is on a particular list or segment, has submitted an NPS response, has visited a page, etc

As you can see below, circles represent triggers, squares represent actions, and octagons represent conditions.

The arrows between each trigger, action, or condition represent the outcome of each shape. They're the connections that bring each shape together, ultimately creating high-performing journeys in Autopilot.

The outcome wheel

The outcome wheel defines what each connection does. Simply click and drag the outcome wheel’s arrow to create a connection between shapes. This helps you forge a multi-path journey that can activate, nurture, and convert contacts.

In the context of email marketing, here are some of the scenarios you can set up using the outcome wheel.

On unsubscribe

email optimization

When a customer unsubscribes from your email or newsletter, as per standard marketing guidelines, it's your obligation to remove them. That's a given. But you don't have to lose their data forever.

Use the "on unsubscribe" option to send unsubscribers to an "opted-out" list, adjust their lead score value, automatically update your CRM with their unsubscribe data, and maybe even send them into a re-target cold leads journey. The choice is yours.

Has not opened

email marketing optimization

"Has not opened" is an outcome perfect for following up with subscribers who haven't engaged with an email at all. Connect it to a "send email" action to reach out with a gentle follow-up message.

Just make sure you add a delay timer to give your subscribers a chance to check their inbox. The journey below is a great example of how the "has not opened" outcome can increase open rates.

On send

The "on send" outcome is the bread and butter of drip and nurturing campaigns. Use it to set up a sequence of emails that are triggered one after the other — just make sure you split them up with delay timers.

For example, you have created two emails in your email drip journey, let’s call them email A and B. When a customer opts-in to receive emails from you, you send them email A. Once email A is sent, a one day delay goes between email A and B, so both emails are not sent simultaneously. Email B is sent after a one day delay, and so on and so forth. This leads to a steady drip of timely emails.

Sending email A and B looks something like this:

email marketing optimization software

On reply

When your subscriber replies to one of your emails, it's a good chance to convert them into a customer. You can set up the "on reply" outcome to immediately alert a team member to reply to their message. You can also set up automated, personalized messages using your subscriber's personal details.

Take your marketing a step further by combining "on reply" outcomes with "on send" outcomes. Doing this will help you gain operational value for your sales teams.

It could look something like this:

email marketing optimization software

Has clicked

email marketing optimization software

The "has click" outcome moves subscribers to another stage of your journey when they click-through on your email. Autopilot checks the status of your email and pushes those who have engaged through to the next action of your journey.

In a lifecycle nurturing journey, "on click" is the best way to send qualified customers to the next stage of the funnel. Combined with outcomes like "on send" and "has not clicked," marketers can work together to create sophisticated, effective journeys like the one below.

The outcome wheel is a powerful feature that makes it simple to create high-performing email journeys with Autopilot.

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