Control Email Frequency In Auto-Responders | Marketer Monday 24

Controlling how leads go in and out of your email auto-responder can be confusing… especially when you’re running multiple campaigns at the same time.

In this episode of Marketer Monday you will learn how to control the frequency of your automated emails so that you’re leads and customers are only receiving the right message at the right time.

Links Mentioned In This Video:

– Infusionsoft Vs. Ontraport: https://www.youtube.com/watch?v=j8UnZQxKRV0
– Our highest converting funnel: https://www.youtube.com/watch?v=MuYyEhAVRwA&list=PLYDchgsGcaUdDQj-ucqtQaDZnhfHbdpFc&index=14
– The Break Even Funnel: https://www.youtube.com/watch?v=CC_w_YKY-ug&list=PLYDchgsGcaUdDQj-ucqtQaDZnhfHbdpFc&index=12
– The Primary Offer Funnel: https://www.youtube.com/watch?v=DVtCnbR9chg&list=PLYDchgsGcaUdDQj-ucqtQaDZnhfHbdpFc&index=11
– The Webinar Funnel: https://www.youtube.com/watch?v=wnpOiX0nQP4&list=PLYDchgsGcaUdDQj-ucqtQaDZnhfHbdpFc&t=1s&index=10
– The Holiday Funnel: https://www.youtube.com/watch?v=QeL_S5V5w1k&list=PLYDchgsGcaUdDQj-ucqtQaDZnhfHbdpFc&index=9

Marketer Mondays is a weekly video show that covers a wide range of digital marketing concepts.

I share my personal experience from over 10 years of building multiple successful businesses.

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Let me know if you have any questions by commenting below this video!

Transcription

Hey, what’s up everyone. Anton here from Performance Marketer and welcome to another episode of Marketer Monday. Now, just like the title says, in today’s video we are going to talk about email frequency, specifically when it comes to using auto-responders. Now, if you followed Marketer Monday for any amount of time of if you’ve read any of our blog posts on Performance Marketer, I’m sure you know that we are obviously huge fans of using auto-responders in all of the different funnels that we run.

[0:25]

These are the kind of things that run in the background, whether that be to indoctrinate someone who is just learning about, you know we want to give them more information about who we are, why it is we do what we do. Then if it’s something like a webinar funnel then we have automated emails that lead up to the webinar, get them excited, get them ready for it. Then we have the post-webinar emails, again, all automated in an autoresponder. That basically tells them why should by and what the benefits are. And then, of course, we have different emails that ascend people from one product to another. We have other emails that down sell people from one opportunity to another if they don’t take it.

[0:55]

So, basically if you haven’t realized by now, we send a lot of emails and they’re all automated. But with that being said, there’s definitely, kind of like a science to it as to how you set these up because like I just told you, I mean, I probably just mentioned five or six different email auto-responders that we have. So what happens if someone gets themselves into multiple at the same time? Well, it could mean they’re getting, you know, five, six, seven or more emails every day from us. That’s not what we want to do. We want to be very clear about when people get emails, what message we’re delivering and it all comes down to the frequency of these emails and how we can figure it. So that’s what we’re going to cover in today’s episode of Marketer Monday.

[1:40]

Alright, so before we start this up, I should be clear that I’m going to talk about how to use InfusionSoft to do this. It’s a CRM. I personally love it. It kind of gets a bad name for itself. People call it “confusionSoft” because they think it’s too confusing but at the end of the day I think that’s because it’s so powerful and you can do so many different things with it that people sometimes feel overwhelmed when they click into sections they don’t have to go to. It’s a huge tool. It does a lot. We use it for emails. That’s what I think shines with so I actually made a review video. I did like InfusionSoft versus Ontreport. I’ll link to that below this so you can go, kind of check it out, learn more about it, if you’re not familiar yet. But that’s what I want to share with you guys. Again, because we use that for the majority of our emails. And I think last month we sent out between all the companies like over 2,000,000 emails. So we do this a lot.

[2:24]

Okay, so InfusionSoft is a tag-based autoresponder and what that means is you can apply tags or remove tags from a contact record when certain things happen. So let’s just say that this person comes into our autoresponder. Now, they, obviously we have their name and email at that point. They have a contact within InfusionSoft and in that contact record we can add as many things as we want about this person or remove them. And one of those sections is called “tags”. Now using tags correctly really is the key to controlling email frequency and to making sure you’re not bombarding different leads with emails but also to make sure your leads are getting the right emails. So the main way that we do it with tags and our tagging system is make a few high-level categories for each contact record, okay? This is in InfusionSoft. We basically add these tag categories. Pay attention to this because this is probably the thing you should do if you’re using this.

[3:18]

Now, the first one that we have is called a “Lead” tag. Again this is a category and within this category we add where the leads could come from. So picture it like this: Maybe we’re giving out like a free PDF report. So a lead tag could be “PDF” right, and whatever the report it. Maybe one of the lead things we’re giving out in order to get names and emails is a video course. So maybe the lead tag is “video course”. Now in our businesses we do have, you know, at least ten of these for each one but I just want to give you an example at first because I think it will, you know, two is enough for this demo. But basically, when this customer, whoever it is, or the lead I should say if they haven’t bought yet, when they come in based on what they request from us, they’ll get one of these two tags. So that gets added to their tag profile.

[4:04]

So let’s just say they came in through our free PDF. So now our contact record here has that tag. They have the lead tag “PDF”. Now what we want to do is set different campaigns within InfusionSoft that get triggered when that tag is applied, okay? So the campaign builder, that’s the reason I really love InfusionSoft. It’s a visual campaign builder. Meaning, you can literally see like diagrams, what emails are getting sent out, when you have delays between emails, again I’ll link to the video where I go into more detail about it but it makes it really easy to set rules that will happen once a tag is applied.

[4:36]

So it might look like this in the campaign builder. When a tag “PDF” is applied it will trigger an email sequence. Now in here, in the sequence, there could be multiple emails, there could be delay timers. We can kind of customize it however we want but these emails will be delivering what they requested. Now what we do, and this is very important, if this person, right, our person over here, if they buy something, we’ll want to pull them out of this campaign. And guys, I apologize if I’m like getting ahead of myself or if you don’t understand. But stick with me for a few minutes, I think it’ll make more sense. But let’s just say this person is now in the sequence, we have another group of tags and we call them customer tags.

[5:17]

Customer tags are applied when the person purchases something. And just like with lead tags, we have different categories based on the product. So let’s just say that we have customer tags for product one and now we have a customer tag for product two. And let’s say the goal of this campaign is to sell, I wrote product one twice, let’s just say the goal of this campaign is to sell product one, what we’re going to do, at the end of this campaign in InfusionSoft is have what’s called a “goal”. And this is going to be a tag goal, okay? And this tag will be equal to product one.

[5:53]

Remember if the goal of this campaign is to sell product one we’re going to set a rule in InfusionSoft that when product one gets purchased this lead, this person will get the customer tag, product one, applied. And because in InfusionSoft we’re setting that as a goal, when that happens they’re going to be pulled out of here. That means all of these emails that we’d be sending to them, trying to sell them the product they’re not going to get anymore because they took the desired action, right, they bought the product. When they bought that product, we applied that tag, they got pulled out, okay? What this does, guys, is controls frequency. Because here’s the thing, once they get that tag, we’re probably going to want to sell them our next product, and maybe that’s product two, right. Maybe product two is our more expensive product, maybe we want to send them there. So just like here, guys, when the lead tag of PDF started this campaign, we’re going to start a new campaign when product one tag gets applied to the contact.

[6:47]

So, let me do this, I’m going to switch colors of marker just so you can tell it’s a separate campaign and remember this is going to be our upsell campaign, right? When product one gets purchased, it’s going to start a new campaign. And this is for product one. Now this is going to kick off a new series of email. And again that could be as many or as few emails as we want, we could have as many delay timers in between them. That’s not really the point of this video. The point is to show you that once this happens, we want them not getting these emails anymore, right? We want them removed so we’re not emailing them twice a day about different things, especially action they’ve already taken. When they buy this it’s going to start a new action with new emails that have the goal, remember these are goals here, of selling them product two. Now when that happens, they’re going to be pulled out. Just like here, this is the goal of the campaign, when they get that tag, when they get that action, the customer tag when they bought, they get removed.

[7:44]

Now, guys, once again, the reason we do this is because this campaign that’s trying to sell them the first product, right, product one? This might be ten days long, it might have then different emails from us, all talking about different benefits of the product and trying to sell it to them. So once they buy it, we don’t want to do that anymore, right? They already bought. We don’t need to keep telling them how great it is and giving them links to the order page. They bought. So they get pulled out right away. That will start this new campaign and instead of this campaign starting while this one’s running, they will only be in here. Once again, one they buy product two, once that desired action happens, they get pulled out of here.

[8:18]

Now what we also do, guys, is have broadcast emails. So these are kind of different auto-responder examples, right. These are things that are always happening, like regardless of what we do, you know, five years from now, if I didn’t touch a thing, this would still be happening every day as new leads come in and as new people purchase stuff. But the next kind of emails that we send are broadcast emails. So let me get a different color out here. I apologize, I see on the screen this is a little bit light, but hopefully you can see what I’m trying to get across here. But the next type, guys, is broadcasts. And these are kind of like our one-of emails. Like when we want to manually push an email, I’ll give you an example, today as I’m filming this Marketer Monday video, its President’s Day so we’re doing a President’s Day promotion and we pushed it out as a broadcast email. And to determine who this went to, when we sent the broadcast we excluded people that had certain tags, right. We’re pitching product two here, so we make a list of people to email through InfusionSoft that don’t have this tag yet. And that have been in the database for at least ten days and then we can push that.

[9:20]

Okay guys, there’s one more thing that I want to show you with this so let me erase some of it and show you what to do if someone maybe opts in for this twice, right? What if this guy up here or this girl, what if they requested the PDF twice? Now, we don’t want to send them duplicate emails, right, so here’s how we do that. Okay I’m going to start over with the campaign here. Remember, this is what kicks it off. It’s when a contact record gets PDF applied, right, the lead tag PDF that will start this whole sequence.

[9:48]

Here’s how it works: remember this is the email sequence that’s delivering it. That’s supposed to be an email, okay? And then remember at the end product two is going to pull out product one. That tag is going to end it, right, that pulls them out. Okay? So what happens if they’re already in the sequence? What if they already have this tag and they opt in again for it. What we’re going to do here is make a “decision diamond” and again this is kind of exclusive to InfusionSoft I should say, but again, I do recommend using InfusionSoft. I know it kind of has a bad reputation, just, I really think it’s because it’s more complex than it needs to be but if you do this stuff, like even though it might seem complex it’s really not. Like, once you get in there it’s pretty easy. But guys, this decision diamond is going check to see if this tag has been applied already, and if it does they’re going to get branched out. They’re not going to go through this anymore. They’re going to go into basically a blank sequence.

[10:48]

Now, why does that happen? Once again, because they’re already in here. We don’t need to give it to them again, okay? They’re already getting it. But it happens, maybe on our home page of our website, right, where we’re giving an offer for a free PDF guide, they might come in and they might the next day opt in again. Because, I don’t know why, people do weird things. So instead of just killing them with emails and just delivering more and more emails, that they already have and don’t want, we use, now it looks really bad but that’s supposed to be a decision diamond that will determine if they’re already part of this, once again, they got pulled out and they are happy.

[11:17]

So, guys, that’s kind of like my I guess my five, maybe ten minutes of, I don’t know how long we went, overview of how to use tags in InfusionSoft to control email frequency. It really will make a huge difference. You know, like there’s something called a Net Promoter Score that every business has and basically it’s like, if people like your marketing or not, right? And, you know, there’s a lot of different things that determine that factor. But one of them, especially with email marketing like I’m talking about is how much you email them. And as I’m sure you can imagine, if someone’s already requested something and they’re in a sequence that’s trying to sell them a product. Then they get into it again or they buy it and they’re still getting emails trying to sell it to them.

[11:53]

These are things that drastically lower your Net Promoter Score. Maybe the people will still buy from you but they’re not going to be as like happy with your business. They’re not going to be as vocal about it, telling their friends about it. So it’s super important that you do stuff like this. Yes, this is possible, I think like in any auto-responder, it should be, as long as they have like the ecommerce side built into it, but again InfusionSoft, in my opinion, is definitely the easiest way to do this. I will link to that Ontreport vs. InfusionSoft video below this. But hope you got some value, hope you can use this in your business, and by the way guys, yes this works if you’re selling software, if you’re selling information products, if you’re selling online courses, if you’re selling physical products, it’s the same concepts. It’s all overall, like these messages that I share with you on Marketer Monday, they’re more than just, you know, how to do ecommerce stuff. It works for everything. So, guys, I hope you found value. If you did, and you really did, please give it a thumbs up or a like. It might seem like a small thing or you but it really does make a big difference for us and how much we can keep creating content and it helps get us more exposure, which of course, why I can keep creating this show. So definitely give it a thumbs up, give it a like, give it a comment and I will see you guys next week for the next episode of Marketer Monday. Thank you.

Anton Kraly
 

Anton is a the Founder & CEO of Performance Marketer - a place where decades of real world marketing experience is shared. He began building business online in 2007 and has built and sold multiple seven-figure businesses.

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