Episode 20: Customer Service Marketing Automation with Katrina Scarlett

Episode 20: Customer Service Marketing Automation with Katrina Scarlett

Katrina Scarlett shares how she helps clients streamline and automate their businesses systems with ActiveCampaign.


Welcome to The ActiveCampaign Podcast: Business Breakdown! This week, Chris Davis interviews ActiveCampaign user Katrina Scarlett about the power of automating in business, and how she helps her clients streamline their work.
Katrina Scarlett can be found online at thesubtledetails.com.
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Chris Davis: Welcome to the ActiveCampaign Podcast. Thank you for joining for another episode. [00:00:30] Today, I have with me a guest. Her name is Katrina Scarlett. She is going to provide us some insight on a different approach to marketing automation. An approach that I feel is often overlooked in today’s age, where it’s all about tips, tricks, and strategies.
She comes with a very interesting background, in concierge service, and in organization, and customer service, and I wanted to record this podcast to show you all just how powerful [00:01:00] and impactful such a experience can be in the space of marketing automation. So enjoy today’s podcast.
Welcome to the podcast, Katrina Scarlett. Glad to have you. How are you doing today?
Katrina Scarlett: I am fantastic.
Chris Davis: Great.
Katrina Scarlett: I’m trying to think of a really creative word, but fantastic’s all I got, but I’m awesome today.
Chris Davis: That will work, and I am going to just start out, right out the gate, and say everybody who’s listening, Katrina is one of [00:01:30] my favorite people.
Katrina Scarlett: Aw.
Chris Davis: We met, virtually, on Office Hours.
Katrina Scarlett: That we did.
Chris Davis: We run Office Hours, currently, every Tuesday at 10:00 A.M. Central, and every Friday at 1:00 P.M. Central, activecampaign.com/training, and Katrina is my number one attendee, and she’s smart. She’s really smart, and she gets it, and that’s why I’m excited to have her on the podcast today.
So just to give you all some background, Katrina, let [00:02:00] us know a little bit about yourself. What is the name of your business?
Katrina Scarlett: My business is called Subtle Details Online Business Solutions. I work with my clients to help them streamline and automate their business systems in general, but more particularly nowadays, I’m focusing very heavily on ActiveCampaign. But also with other integrations, and just making life simpler, and using technology [00:02:30] to our benefit rather than our deficit.
Chris Davis: Great, great, so what kind of background do you have, professionally, that led you down this path, or was your path more obscure?
Katrina Scarlett: Absolutely none. No, I actually come from almost 15 years of hospitality experience within the luxury resort market and industry. I started in that industry when I was probably about 16, 17 years old, as a resort kid, [00:03:00] and never really left, minus almost four years in the cruise ship world. But I’ve always been in hospitality, customer service, with that luxury resort side of things.
I guess about two years ago, I decided that it was time to finally walk away from that world, and started on my own. I actually originally launched Subtle Details as a lifestyle management brand, where I was assisting people with the day-to-day type things that they needed in [00:03:30] order to simplify their lives so they could focus on what mattered most to them.
I was doing that more so by offering concierge-style services. When I was in the resort industry, my main focus was on event management. So organization systems, those kind of things really come pretty strongly to me.
When I was focused on the concierge side of things, it was great, but I wasn’t getting to maybe use all of my skills [00:04:00] and assets to the best of my ability. I actually started to have more and more clients. When they were reaching out to me, they needed help with their business. I never ever thought that when I launched that business, I would be helping small business owners. I thought I was going to be helping cottagers, and residents, with their day-to-day worlds, and event management.
Yeah, it just slowly became this, I guess need that I was seeing resonating amongst the people who were being referred to me, is they needed help with their business. They didn’t need help with planning [00:04:30] an event or something like that. They needed business help now.
Chris Davis: Yeah. You know what? I’m glad you said that. Well, two things are just glaring to me. One is that there are multiple types of organized-type minds, right? A lot of people tend to think you’ve got to be a scientist, or a mathematician, or an engineer, to really understand logic. But you present a different case, right? You present this [00:05:00] organizing of lifestyles, right? When you look at it, when we’re talking about either organizing an automation or technology or streamlining, it’s really the same.
The thought process is really the same. The methodology changes a bit, because now you’re implementing technology. Then the second thing is, I love the fact that you’re serving an audience for X amount of time. In doing so, that opened up other doors that you were receptive to, [00:05:30] and flexible to open up and walk through. Where a lot of business owners nowadays and entrepreneurs, they just simply don’t serve a particular market long enough.
Katrina Scarlett: It’s funny, because when I launched Subtle Details as the lifestyle management company, I was definitely one of those people who’s like, “Yeah. I can do anything.” You looked at my website and it had probably a billion bullet points of what I could do to help you. I know [00:06:00] going into it that I eventually going to need to niche down. To be quite honest, if you had asked me two years ago, I would have expected it more to be probably within rental management, because I live in Muskoka Ontario, which in comparison to the U.S., it’s kind of like your Cape Cod. I’m in cottage country [inaudible 00:06:21].
That’s the market that we serve here, is that seasonality, [00:06:30] at-leisure market. That’s where I thought the niche was going to come. It just took a completely different path. I always got into the business with the frame of mind that it was going to organically evolve, and I was open to that, where I think a lot of business owners are like, “No. I’m gonna you know, whittle tea pots out of wood, and that’s the only thing I’m ever gonna do.” Even if people don’t want to buy that, they’re not going to change [00:07:00] their product, because they’re so whole-heartedly set on what they want to give, rather than being receptive to what their perspective clients are asking for.
Chris Davis: That’s huge. That is huge. I can end the podcast right there, honestly. I mean, there are just a lot of nuggets. You’re right. We as business owners and entrepreneurs, we have to stay flexible. We have to be willing to accept a response, [00:07:30] and pivot from that response instead of just saying, “No. This is what I’m doing. This is what I’ve always set out to do. You know, this is it.”
The ones who respond to that, tend to have the most success. What I’m finding, just in business in general, and it relates to automation, or I should say really leveraging technology in a whole, it’s small tweaks. Just small adjustments, small things that you pick up along the way and you’re receptive to them. Before you know it, you look up and you’re like, “Oh my gosh, [00:08:00] how did I get in this field?” I would have never mapped it out.
So speaking of which, what was your path to ActiveCampaign? Were you using particular technology when you were doing your concierge services? Or was that just something that you picked up along the way? What was life like before ActiveCampaign?
Katrina Scarlett: Not as fun, that’s for sure. I adapt to what my clients [00:08:30] typically need. I was using the systems that my clients were already setup in. So if somebody said, “Oh I need help setting up my newsletter”, I was jumping into MailChimp for them. I’m lucky enough that I’m one of those people that I can adapt to a new system really quickly, and my brain can switch from going to MailChimp to going into another program or whatever.
But I did find that in doing that, I was almost becoming my own worst enemy, because I was literally spending [00:09:00] so much time, every single day, doing contextual changes, because I was jumping from one program to another, to another. I was becoming a master of none. For me, in time … I don’t want to say it became frustrating, but I saw my lack of productivity. I saw the lack of efficiency. I knew that I probably wasn’t serving my clients how as best as I could, because I wasn’t focusing on the vital few, rather than the various [00:09:30] many.
I just started to poke around it. Like, “Okay, these are the top request, or top I guess pain points that my clients have.” And I just really started to resource different programs that I could fall in love with. It was actually a friend of mine who turned me on to ActiveCampaign. Another virtual friend that I have online, in this whole virtual world that most people don’t even know exists.
She turned me on to ActiveCampaign. [00:10:00] I setup my free trial. I kid you not, the next day I sat down at my computer. Before I knew it, it was 7:00 at night, and I had gorged on every single success hours, every single training webinar. I can’t even explain it to you. I was just like, “I am in love with this program.” I think I said it to you before, but I guess two [00:10:30] things really happened for me with ActiveCampaign, is that I took a step back and I looked at it and said, If somebody had told me, “Katrina you need to create a marketing automation system. Just go do it. You have all the resources and money in the world. Just go do it.”
I literally would have created ActiveCampaign. It is laid out exactly how my brain thinks. Where I think something should be located, is 95% of the time where I find it. Now that’s not [00:11:00] to say that that’s for everybody. I know that there’s some people who go into a program and it just doesn’t click for them. I’m lucky with that, when it comes to ActiveCampaign.
But the real power that came for me, was when I could see the potential for extraordinary customer service. The gates that it opened for taking technology, which I personally think has removed people from personal contact, society [00:11:30] in general, all those kind of things. In some ways, I’m actually not a big fan of technology, because it’s getting us away from being connected with people. But I could see this amazing way to almost turn that monster on itself, and use it to my advantage and to the advantage of my clients, by not only offering a way to streamline and simplify efforts, but to also offer exemplary customer service. That in most cases, is going to [00:12:00] outdo what their competitors are offering.
Chris Davis: Which is huge. Which is huge. I would say that customer service, I thought that with the social media age, and the information age, where one unhappy customer can essentially turn thousands against you, right?
Katrina Scarlett: Oh my gosh, yes.
Chris Davis: I would have thought, with that type of movement, that more focus would be on customer service. But something else happened that’s really interested [00:12:30] in the digital realm, is that a lot of people who don’t really care for their business at the level that they should, they don’t operate it with the integrity that they should, it’s like a race. Can I hurry up and make this money before everything starts blasting me on social media? And by the time they blast them, they’re gone anyway. It’s just like, “Whoa, whoa.”
The combination of those two dynamics have made it really interesting when it comes to customer support, because the companies that are [00:13:00] really, really, have a very large growth trajectory, are ones that honor the customer support experience.
Katrina Scarlett: I couldn’t agree more. Nowadays, I even find that I crave personal customer service. A perfect example, is McDonald’s has put in those screens that you can go and order on. I’m assuming you probably have them in Chicago, but we’re starting to see them pop [00:13:30] up here. I’m not a big Mcdonalds person, but my boyfriend lives McDonald’s breakfast, as most do. We went into Mcdonalds not too long ago, and there was nobody in there. We were just waiting for our food. We had already ordered. I watched three different sets of people, come into the store, order from the machine, even though there was a lady waiting there to take their order.
Because they would rather interact with a machine, and a screen, [00:14:00] than interact with somebody who could actually present them with a smile, a “Hey how are you?” To me it was mind-blowing. It’s not even a matter of efficiency. She would have gotten your order up just as fast.
Chris Davis: Exactly. I guess that brings us to one of the pillars, the pillars of automation. I tell it to everybody internally. I do our onboard training when we hire new employees. I teach [00:14:30] and preach it outwardly too, is that the goal of marketing automation is to never remove the personal touch. It’s just to improve it. It should just be a facilitator of that. So even in that sense, I get it. I get the self-checkout and all of that. But in our business, as small business owners who understand the importance of service, it would be the means of using technology to help streamline the process for our customers or prospects, to easily [00:15:00] interact with us, at personal points where it makes sense.
Of course, you can’t sit on the phone with every single buy-in, and every single inquiry. But there should be a way for you to qualify. For you to filter out people who you really need to touch, and give them that full customer experience.
Katrina Scarlett: And also do it in a way where they don’t know they’re being filtered, right?
Chris Davis: Yes.
Katrina Scarlett: That’s what blows my mind about [00:15:30] the concept of marketing automation, as well as conditional content marketing. All of those kind of things is that, most people don’t even know that they’re rolling through these different funnels and these different sequences, and they’re actually being segmented and filtered all along this way. They just read an email, say yes, say no, whatever, right?
Chris Davis: Right.
Katrina Scarlett: But when I tell my clients the power of things like the conditional content marketing, or even just being able to … A simple example, send a birthday email [00:16:00] that has a customized offer. That you don’t even really have to think about or do anything about. It’s a no-brainer, really.
Chris Davis: As you’re talking now, of course listeners I got to cheat. I got to talk to Katrina a little bit beforehand, so I’m a little more well-versed in your business and your background. But as you’re talking, it’s like the picture is slowly becoming more and more clear.
[00:16:30] I think I’ve cracked the code why people love working with you, because you’re someone who understands technology. You understand it has a place. You’re not denying that. But you’ve got these roots to hospitality, and just top of the line customer service, so that when you’re executing the technology, when you’re building these campaigns, you can’t help but put yourself in the seat of the person who’s going to experience it.
Katrina Scarlett: Yup. 100%. I can [00:17:00] agree with that.
Chris Davis: Right. So you can do exactly what you said. For your clients, they’re getting emails sent out that are very friendly, not abrasive. They’re clicking a link. They don’t know it. They don’t know it’s sending them down a path, that may be shorter than another.
Katrina Scarlett: They don’t know there’s this blond girl in Muskoka Ontario, that’s following their click ratio, and seeing what they like. No, they don’t know it. I think that it does allow [00:17:30] me to … The hospitality side of my experience, really allows me to hone in on my customers pain points. And then try and resolve them. When I stumbled upon ActiveCampaign, it ticked so many boxes of ways that I could help people within just one program, really. And then how it integrates with other things.
For example, I’m right now helping a client [00:18:00] launch a big webinar series via Zoom. With her having ActiveCampaign, so easy. It becomes, it looks to her like it’s this, “All I did was you know, flick a magic wand and it’s done.” I can’t really say it was super difficult. But there’s obviously more to that, but it comes across so streamlined and so easy, that it really is a no-brainer for people, especially for small business. To be able to use that personalized tough, but [00:18:30] not in-your-face to your clients, making them feel like they are going through a machine.
Chris Davis: That’s everything. In the day and age where people are abusing marketing automation. They are abusing social media. I personally found myself, if I’m on Facebook, and even if it’s a friend, if there’s a status that they post … And you know how on Facebook it shows the time when it was posted. It’d show if it was like [00:19:00] a globe, I think if it was on Facebook, but then it’d show like Hootsuite or Twitter. If it says Hootsuite or Twitter, I’m less likely to click like or even comment on it, because it feels like, “Oh you just put it in Twitter, and it just sent off to everywhere. You don’t really care. You’re not really monitoring this. You didn’t take your time to go on Facebook and type it in yourself.”
Katrina Scarlett: It’s funny you say that because if anyone looks up, I do obviously have a Facebook page for Subtle [00:19:30] Details. But I really haven’t touched it in the longest time, because obviously my brand has pivoted and things like that. It just hasn’t been a priority. For the first little bit, I felt really guilty about that, getting sucked into that world. I did have a couple automated posts and just something I could find and throw it on Hootsuite or whatever.
Then I was like, “No.” I’m like, “That’s not authentic.” For me, [00:20:00] it’s not speaking to where I’m at in my business now anyway. I am in a pivot. I’d rather just step away from it. Then when I can, I’m going to come back to it. I don’t want to really get lost in this social media world, where all I’m doing is trying to promote my business. But I’m not actually serving. I see so many people doing that. They’re concern is all about being active on social media. Not to say that that’s not something [00:20:30] people should be considering, but it’s not everything. So many people do believe it’s everything.
Chris Davis: Absolutely. I think what the proof in the pudding is the results. It’s not like you’re sitting here, telling us from theory, “Hey everybody, theoretically you don’t need to worry about that.” But this goes back to what we said about you earlier with you serving an industry for so long, and being receptive, [00:21:00] is that you were able to take … And this is [inaudible 00:21:04] here, but in life we have all of these experiences, and we meet these different people. I’ve always been taught that every experience and every person is just a piece of your puzzle, the puzzle of your life.
At some point, you start putting the pieces together and get the full picture of your purpose. Like, “Oh this is why I’m here.” But you see it. Katrina, I see it in my life. I see it in yours as your talking, like 15 [00:21:30] years in the luxury resort concierge. Really honing in your customer service and support skills. Then you’ve got some interesting background, maybe we’ll jump into what led you into being able to embrace technology quicker. And then you couple that with the shift in the economy, and business, and technology.
Now these people are coming to you asking, “Hey can you help me”, this and that. You’re able to leverage [00:22:00] all of those pieces that you’ve picked up along the way, and really have a unique approach to marketing automation. So when you’re sitting up here saying, “Hey look. I found out that that wasn’t the best use of my time.” I think, I personally believe that the reason being is because you are so … I think the support that is often missing in businesses, along with automation, very rarely do people even think about, [00:22:30] “How can I automate support to make it more personalized?”
But your success with that speaks for itself, because from what I understand, I’ll let you say it. Let you speak on it. But you don’t have to do a lot of active marketing, because you get so many referrals and so many clients raving about the results that they’re getting with you.
Katrina Scarlett: It’s funny, when I first launched the business, two years ago and even when it was focused more on concierge [00:23:00] event-style services, all of the business I was getting coming to me, in perspective clients, were all through referrals. My first client was a previous client of mine at my last resort, along with a couple others. Then it just trickled from there. It was one of those things is that, with one person I started helping them with virtual assistance. Then their friend needed virtual assistance. Then they got directed to me. It was this kind of spider web effect, where [00:23:30] for whatever I was helping that person with, it then got recommended to somebody else, and to somebody else.
When I started, I certainly did some paid advertising, Facebook ads, a couple little local promotions here and there. Since, I have completely stopped that. I do not pay for advertising. Everybody that comes to me is by referral-base, within my own network, people I’m meeting. I [00:24:00] swear to God, I feel like sometimes I’m panhandling for ActiveCampaign. Somebody will mention that, “Oh yeah. This is what I do.” Then I just go off on this massive tangent.
If I meet someone at say a networking event, they see my enthusiasm, they see my passion. They may not necessarily be a referral, but they got what I was I guess, putting out there in the world. The next thing I know, they’re calling me the next day. [00:24:30] Whether I help them on an ongoing basis, or just a project for something here or there, it’s been this trickle effect. Funny enough, I think one of the I guess crucial factors too, is that I do come from a tech family, as I think you were eluding to.
I’ve always been known as somebody who gets technology, who can help and solve your computer problem. My last resort, [00:25:00] I was like the in-office tech girl. Everybody came to me for tech support. It’s funny because when I started that resort, I told myself I wasn’t going to let people know that I had this strength, because I always kept getting pulled away and trying to get into this, people wanted me to help them fix whatever was wrong with their emails, or their printer, and the photocopier, [crosstalk 00:25:21].
Because they just saw me as this tech person. I guess in a sense, it’s all come back on me twofold anyway. [00:25:30] So when people started recommending me, they were recommending me because of my, in most cases yes my hospitality, but also because if my skill in terms of technology, computer systems, organization. But it wasn’t really until like about maybe eight to ten months ago, where I actually really started to see it myself, like where my clientele was actually taking me.
I decided, I guess it was probably in October or so, I decided [00:26:00] to just sit back and be like, “Okay. Where is this leading me? Like how do I want to approach this? Am I okay to pivot?” The minute I made the decision, I’m one of those people that universe answers you. The minute I made the decision to start focusing on systems, particularly ActiveCampaign, the floodgates just opened. It was crazy. It was nice because it was organic it wasn’t this thing that was [inaudible 00:26:27]. It wasn’t, “Oh [00:26:30] there’s you know lots of money in this X element right now. And so I’m gonna go into that business. Even though I know nothing about it and I don’t like it, it’s where the money’s at, so I’m gonna go there.”
So many people do that, right? Because they see the fiscal opportunity. This just came about for me, organically. For that reason, I love it a thousand times more.
Chris Davis: As you’re talking, I just had a vision. I was just like, “I wonder. I just wonder.” You know, [00:27:00] I’m meticulous with my account, I believe. I like to keep things nice an organized. But I’d imagine you’re probably a step above me even, with organization. Just briefly, what are some of the things that you use, or some of the methods you use to stay organized? Whether it’s the way that you name things, using labels. What are some of the things that you’ve found help keep the application nice and organized, so you can move quickly and most effectively?
Katrina Scarlett: [00:27:30] For me definitely what you eluded to in terms of tagging. Naming structures, all of that kind of stuff. Even just in the way that people are naming their lists, how they’re noting their tags. For automations for example, I’ve got a client who has, in a sense I would say like four facets of her business. She’s got automations in all of them. Each of them are named with whatever facet colon [00:28:00] automation name. Then everything’s tagged appropriately so that if I need to jump in and check something, I’m not going through 40 different automations, trying to remember where to find something.
Again, just in terms of that efficiency side of things. Nobody’s got time to go through a list of a thousand things, trying to find one thing. So I really think it comes down to how you originally setup [00:28:30] your account. For me, I’m lucky because a lot of the clients I’m working with, for the most part, are brand new to this world. So I’m able to get them off the ground, and I’m able to setup their accounts selfishly. In the sense of I’m able to set it up exactly how I would want it if it was my account, regardless of if it’s me helping them with the ongoing management, or if it’s me only jumping in to help them on one off projects.
If I’m there helping them do the initial [00:29:00] setup, I set it up from the ground up, in terms of only having ideally one or two, maybe even three lists at the most. Because I’m a very big proponent of your recommendations of using tagging, rather than having endless amounts of lists. I think just having structure to how you name things, how you label things. I’ve also gotten a few clients coming to me recently [00:29:30] who are coming to me for this setup help, but they have been using ActiveCampaign for two or so years. They’ve got an ActiveCampaign account that is so messy, they can’t find anything. They don’t remember what automations do what, who gets what, how it’s filtered, what lists people go to.
Because of that, they’ve almost abandoned their use of ActiveCampaign. Because in [00:30:00] time, it’s become this monster because there was no initial organization. They just jumped in. I get it for sure. They just jumped in. They were excited to get using it. They didn’t necessarily really know what they were doing, or weren’t necessarily looking at it from a future-forward perspective. They just made a list for every [inaudible 00:30:20], and a list for every automation. Now going into it, it can take hours upon hours, to clean up somebody’s ActiveCampaign, [00:30:30] and figure out what no longer is needed.
I helped a lady not too long ago, I jumped into her account to do some organization and cleanup. She had 93 active automations. And not only that, she had 93 active automations. When I finally got down to it, we only needed three of them. Everything had expired. [00:31:00] Everything, they were just one-time opt-ins, one-time webinars, one-time this or that. They weren’t ever [inaudible 00:31:07] nurture sequences or anything like that.
When I actually like could say, we had multiple, multiple calls of me saying, “Okay. We’re gonna talk about these 10 automations.” And she’s like, “What’s that one for?” I’m like, “I don’t know. That’s why I’m asking you.” And she had I think, if I remember correctly, she had more than 25 lists. I don’t remember the exact number, [00:31:30] but more than 25 lists. She thought that she was mailing on a regular basis with her … I think she was doing a bi-weekly newsletter. She thought she was hitting say 900 people, when really she was only sending it to about 300. Because she was only picking a couple lists. There was no cohesion as to everybody being on her master list. They were all just spread out amongst these different camps.
They have no system to bring them over to one [00:32:00] list, so again, the advocacy for labeling versus lists, etc.
Chris Davis: You’re like the unsung hero. I tell you, it’s almost like insurance. You’re not thankful. You have it until you really need it. But for those who know the importance of maintaining a well-organized application, everything that you’re saying is so valuable. I was just letting you talk, [00:32:30] tickling my ears, and I’m just smiling, because we see it all the time. Anybody who’s been in this space for a year or so, you get those people. The business owner that has stumbled across success. They stumbled upon it. And keeping the success going, the last thing they were thinking about was organizing their application.
Katrina Scarlett: 100%, and I get it.
Chris Davis: But at some point it’s going to hurt them.
Katrina Scarlett: I get the excitement.
Chris Davis: Yeah exactly. So [00:33:00] we have people like you, who can. You can come in there and help organize. Now they may not ever know all that you’re doing. Like you said earlier, them convoluting the application with just putting stuff in there, and it not working, they are going to point the fingers at ActiveCampaign. When you were able to get in there and really clean things up, and help them see clearer and operate more efficiently, [00:33:30] that means the world to both sides. ActiveCampaign wins, as well as the client.
I love it, because I’m all for the unsung hero.
Katrina Scarlett: Aw, thanks.
Chris Davis: Everybody in sports likes the underdog. I’m for the unsung hero.
Katrina Scarlett: Well it’s funny because what I think was a good, I don’t want to say necessarily an Aha moment, but something where the light bulb went off with me, was when I did help somebody. [00:34:00] Somebody came to me and just wanted help, because they couldn’t find things in ActiveCampaign. They had hired a VA at some point who I think came from a different background in marketing automation, like a different system. They came in and did some things for them that in the end, it just didn’t work out. Their ActiveCampaign was messier than it had ever been.
Even though this person had a phenomenal business, a phenomenal following, she kind of abandoned her marketing automation, [00:34:30] because she was just so overwhelmed. So when I jumped into her account, she told me it was messy. I was like, “Yeah, yeah. Sure, sure.” I jumped in and I was like, “Oh good [Hanna 00:34:38].” I had no idea how she was managing anything, because it really was messy. There was people getting things they shouldn’t have been getting. People who have opted out of stuff who were getting it.
To be quite honest, she really had just stopped using it. She went from doing weekly emails to almost nothing for months, because she just [00:35:00] became so overwhelmed. For me it was not so much about just like, “Yeah have fun in ActiveCampaign. I’m just cleaning up her system.” It was heartbreaking for me to see that she had such a great potential for leveraging her audience through ActiveCampaign. She had a massive list, well massive in the sense of I think it was about 1600 people, which for her business, was massive. But she wasn’t optimizing it, because her ActiveCampaign became this ugly monster that [00:35:30] she was scared of. She was worried about going in and breaking things, even though things weren’t working efficiently anyway.
That was really to me, where I was like, “Huh, there definitely maybe is a need for people to actually focus on having somebody come into your ActiveCampaign and clean it up”, right? Because the last thing you want is have this great system at arm’s reach, but you don’t use it because it didn’t properly get organized right, and now you’re scared of it. It’s just overwhelming. That’s not serving anybody.
Chris Davis: [00:36:00] Absolutely. Wow. As I mentioned, I was excited beforehand, and now I’m even more excited that we did this. Because it’s really highlighting an area of marketing automation specific to ActiveCampaign, that a lot of people overlook. But if you have somebody like yourself, that’s savvy in it, honors organizing, as well as customer support. So not only will you organize, but you’ll help coach them and guide them on, “Hey [00:36:30] you know that, we might want to tone that email down a bit.” Right? “Let’s not use that language there. Let’s, okay how about this, let’s just tag those people, and let me deal with, you know let’s deal with them in a different manner.”
It’s amazing. Katrina, I thank you so much for your time on the podcast. Any parting words for our listeners?
Katrina Scarlett: I guess my biggest thing that I could say and advocate for, is for people to be engaged and get involved. I [00:37:00] know I’ve said it to you before, but I think one of the best decisions I ever made, when I decided to take on ActiveCampaign, was to do just that. Was to listen to the podcast, which I’m assuming people hae subscribed to, because they’re listening to us chitter-chatter. But attending Office Hours, hands-down, it’s a highlight of my week, honestly.
Chris Davis: I appreciate that.
Katrina Scarlett: It’s a standing appointment in my calender, on Friday afternoons. Which is a little bit easier for me to attend than Tuesdays. [00:37:30] But when I can make Tuesdays, I’m there. I really do believe that we don’t know what we don’t know. Every single time I attended Office Hours, even if you’re talking about something that I feel I’ve learned in my first week, I still learned something. Somebody whether it’s you, or one of the other regulars, or even a new person joining, somebody brings a different perspective to something. My mind’s blown.
I’m just like, “Ah. I can’t believe I never saw [00:38:00] that.” Or, “I can’t believe I haven’t been using it to that potential.” Then that becomes my focus for the week. I do like a best practice binge, where I get this idea, then on whatever accounts I can, I go in and then I sprinkle it around. I think honestly the people who just sign up for ActiveCampaign, and do the bare minimum that they need to operate their business, yeah they’re still going to get the benefit of it for sure. But they’re never going to be [00:38:30] optimizing it to its full potential without getting actually involved.
Chris Davis: I agree. I agree. Everybody engage in all means. Katrina you’re talking about engaging the community, the podcast, webinars, Office Hours. But also engage with your contacts people. Don’t pass up an opportunity to maybe surprise somebody and say, “Hey. Wanna jump on a call?” Send that personal email to somebody every once in [00:39:00] a while. Just small things that take your marketing to the next level and really enhance the customer experience.
Katrina, again, thank you so much. I enjoyed this immensely.
Katrina Scarlett: Likewise.
Chris Davis: I am hopeful and confident that our listeners do too.
Katrina Scarlett: Thank you so much for having me Chris.
Chris Davis: Yes. You betcha. You have a good one.
Katrina Scarlett: You as well.
Chris Davis: Thank you for listening. I hope you enjoyed this episode of the ActiveCampaign podcast. If you would like to get in touch [00:39:30] with Katrina, or learn more about what she does, remember her website is thesubtledetails.com. She could be reached at katrina@thesubtledetails.com. All of the links and email addresses will be placed in the show notes. If anything after this episode, i really want you all to think about how you can start leveraging automation across the entire span of your business, not just internal, not just external, but also the different experiences [00:40:00] marketing automation can help facilitate. If you’re not a subscriber to this podcast, please do so. We’re available on iTunes, Google Play, Stitcher radio, and every popular podcasting app that pulls a feed from any of the apps I just mentioned. So there’s really no reason for you to not be subscribed now.
If you are a subscriber and you have been listening, please do me a favor. Today is the day I want you to go and leave a five-star rating. Leave [00:40:30] a comment. Leave some reviews. It helps us get the word out. It helps you get more people’s ears in line with what we’re delivering as content for ActiveCampaign in the marketing automation space. Remember this is the ActiveCampaign podcast. The small business podcast, to help you scale and propel your business with marketing automation. I’ll see you on the next episode.

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