One of the best ways to acquire contacts is to give something in exchange, like an e-book. Usually, when giving away an e-book you just take the email and hope the subscriber is not only a freebie chaser, we all hate when someone just takes the gift and then runs away. LeadBI can help you get more attention from all those visitors who have little to no interaction with your company after they download the e-book. We will now see how you can give a free e-book to your subscribers and one of the infinite ways of handling them. This is only one of the possible ways to manage a free give, feel free to adapt this example to your needs.
First things first, we need a form to capture the email, just click on Opt-in Forms on the left sidebar and then create your form (We’ll create an in-depth tutorial on how to create and customise forms and popups in the near future).
Now you can create a new Automation:
- Click on Email Automation on the left sidebar
- Click on the + to create a new Automation
- Choose the new form as a starting point
(We’ll do an in-depth guide on creating automation in the near future too)
Now that we have a blank automation linked to our form, we can begin adding blocks and conditions.
LeadBI uses tags to categorise the leads instead of making you create tonnes of lists, so you probably want to remember from where the lead came from, so we assign the tag ebook to every contact that requests an e-book. After that we can actually send the e-book via email, just use the send email block and write an email or use a template with the e-book link.
Now we have a basic and perfectly working automation that sends to every subscriber an email with your e-book, but it still does nothing to really engage your future customers or to get the attention of those which are still not really interested in your products.
What if they didn’t even open the email to get the e-book?
There’s always the possibility that the subscriber didn’t really want to read the e-book, or maybe he just forgot to open the email. In this case, you can send an alternative, like a webinar.
Of course, before saying a lead is not interested in the e-book, you want to at least give some time to check the email, something like a day or two. In this example we give 1 day to open the email, then we segment the lead with the tag no, so now we know that everyone that has both the no and the ebook tags is not interested in the ebook. We then send immediately an email about the webinar but you can also postpone the sending with a wait block.
Now, if the lead doesn’t open even this email you probably want to cut it out from other automations or maybe you want to create automations especially for those who are less interested in your company. In the contrary, if the subscriber clicked on the link for the webinar, there’s at least some interest in your products or services and you probably want to engage more with this prospect.
So, after you send the webinar email, it’s probably for the best to wait for some days to make the lead check and click on the webinar link inside the email. In this example, we set 5 days but it can be everything you want. If after 5 days, the reader did not click on the webinar link, then we assign it the tag not interested meaning that this particular lead is not interested in your company right now. On the other hand, if the link on the email is clicked, we assign the tag webinar to this contact and then send him a special offer. To simplify this example, we did not add a wait block but is usually good practice to delay the email and give time to actually see the webinar before sending an offer.
Now that we took take of who didn’t open the email, we can think about who opened the email but then did not download the e-book. You sure took great care to write an excellent white paper with also some reference to your products, so you probably want it to be read.
We give the reader a week to download the e-book, someone could not have time when the mail was opened, so we give some more time, in this example we give 7 days, just to be absolutely sure. If after this time the e-book doesn’t get downloaded, we add the tag no to remember the reader didn’t click and then send an email reminder about the e-book.
Because there’s always the possibility that some subscriber just doesn’t want the e-book anymore, we do a last check to see if the recipient downloaded the e-book, if the link has not been clicked we tag it as uninterested, if the link has been clicked we then try to engage with the prospect.
We chose again to wait 7 days to give time to download the e-book, then if the e-book has not been downloaded we add the tag not interested to the contact. We stopped here this example branch, otherwise, it would be too much complex, but you can always try and propose something like a webinar similar to what has been done with who didn’t even open the email. If the contact downloads the e-book then we add the yes tag and then remove the no one, so we remember that this particular lead did download the e-book. We give 3 days of time to read the e-book and then send a specific offer based on the content of the e-book.
Now it’s time to think about those who downloaded the book immediately, in this example we just send them a special offer, but you can extend the automation as far as you want.
We add the yes tag to be sure to remember that the lead has downloaded the e-book and after 3 days we send a special offer email, just like who downloaded the e-book using the reminder email.
Our example ends here, you can enhance it by adding further actions and conditions and by adjusting the wait times to your needs. There’s no perfect automation, only optimised workflows.