Skip to main content

Creating great articles is one thing, but how do you keep the readers on your site engaged and interacting with more content? Automation programs are helping publishers understand exactly what their audience wants through accurate analytics, targeted email messages and a more personalised experience.

What do we mean by automation programs?

Primarily we’re talking about publishing targeted content in a planned sequence of emails that encourages your readers to engage and move closer towards your desired outcome. That could be an immediate subscription sale, an event booking, or something as straightforward as clicking through to a particular web page.

Simple automation programs you could start using right away

The perception of automation programs is that they are complicated to set up and daunting to plan. But there are some very simple automations you can set up almost right away.

Here are a few ideas:

Let’s take a look at a couple of successful campaign examples:

Radio-Times-FestivalUpselling event tickets for the Radio Times Festival

In June 2015, The Radio Times wanted to increase the revenue potential for their upcoming Radio Times Festival by informing customers about the sessions they had already booked, and enticing them to buy more tickets for additional sessions.

The key things that made this campaign a success were:

future-logo-300x3001Future Publishing used automation to deliver personalised content

Future Publishing wanted to promote some of their new film and TV guides and decided to go with a personalised, one-to-one approach.

They started with an initial campaign to ask their audience to choose their favourite movie or TV series with just one click. To make this more fun for the subscriber, they inserted the first name of each recipient on an image of a Director’s clapper board. Each subsequent click triggered a series of emails with personalised recommendations for the film and TV guides, depending on the subscriber’s choice.

Key things that made this campaign a success.

Automation increases engagement

According to our recent 2016 Econsultancy/Adestra Email Marketing Census, the key challenges for marketing automation were time and lack of resources. The good news, however, is that once you give your programs the green light, they do all the hard work for you. All you have to have to do is monitor the analytics and enjoy the improved reader engagement.