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Crafting well-written emails, using Attribution to identify where contacts are coming from

Recording of Office Hours hosted by Chris Davis on March 16, 2018.

Topics covered in this session:

  • How to handle a list of unengaged contacts
  • How craft well-written emails
  • Using Attribution to track where contacts are joining your list
  • Using reply tracking for emails

Transcript

Chris Davis: Yes. All right, so the first question, Larry, I’m just going to come to you. I know you’re off reading it. Let me know if this helps, though. If that help doc answered your question, Larry. So, he says, “I have automation set up with emails going out on a regular basis. Where in ActiveCampaign are they stored?” So, to access your emails, there’s actually a couple of ways to access the emails that are going out from an automation. [00:00:30] If you want the specific automation, you can click on automation. Go to that particular one. This one as we see as 60 … I don’t want to use that one. This one has a couple.

When I go in here I can see those automations, or … Those emails within that automation and if you click here, view emails, you can see them. You’ll be able to see their performance as well. Then right here is where you can edit them. That’s one [00:01:00] way. That’s if you already know the automation and you want to just jump in and edit those emails. Otherwise you can go to our reporting. If you go to automation reports, these are all your automations as well. You can see, based on like interaction engagement in the automation like this one. I can go in here and then you could also see your campaign. All the emails within there.

[00:01:30] If I go to single campaigns that I’ve sent out. These are broadcast emails that I’ve sent out. They’re here under campaign reports. I can access them here, as well as if I go to campaigns. It will show me all of them and I can filter. I could filter by schedule, drafts, autoresponders. If I’m using labels on them, I could do that as well and filter by list. [00:02:00] That’s how you edit. If you’re looking … Larry, if you’re looking for like a global place that displays every email in your account, you won’t have that. We’ve made sure that we allow you to more quickly get to them, based on the automation that they’re in. Using the reporting, you’ll be able to quickly see which emails actually have some performance. Okay, yeah great. Thanks, all right, perfect. [00:02:30] Glad I could help.

Larry and I’ve got a couple of questions via email, but I see neither of those people are online. I’m still going to answer them, but I do want to open it up for you all who are with me live to ask a question if you have a question feel free to ask it and I will address it. Let me see here. Let me grab my office hours questions. All right. [00:03:00] Look at this. This is an interesting question. I’m going to pose a question on … I’ve had an unengaged list for quite some time. I have a blog and I’m not doing something correctly. Please cover how to write good emails in the class tomorrow. I really need to grow a list.

[00:03:30] Question to you all. Does anything stand out? I’ll give you a hint. There’s a contradictory statement in this one. [Lativa 00:03:40] when you watch this, I’m not picking on you at all. That is not the goal of this. I just kind of want to see who’s eyes are trained to see what the contradiction is. I will say the inconsistency and again Latifa, this is not talking about you. I’m just [00:04:00] highlighting this, because I want to make a point. All right, you are too on that. Feel free to put it in the chat as well, but here’s what I want to highlight.

Unengaged for quite some time, that’s a key. Then here is, please cover how to write good emails. There’s the second key. The two are not connected. The two are total … [00:04:30] I wouldn’t say totally unrelated, but can be extremely unrelated. Yes. Riker is going now, yes. All good … Yes great questions Riker. I’m just going to walk through this really quick. If you’ve had an unengaged list for quite some time, what I don’t know is the origin of that list. Have they always been unengaged from the point of opt-in?, or were they engaged at some point and then [00:05:00] they fell off. If they were unengaged at the … Here let me do this. Unengaged when right? Point of opt-in, or over time right?

We’ve got two questions really. If it is at the point of opt-in, you know what I would say. The problem is the messaging. People [00:05:30] are providing their email address and it’s strangely enough they’re not really clear. They don’t really understand what they’ll get in return. There’s a disconnect between what you’re offering in exchange for the email address and what you’re delivering to their email address. If it’s over time, well the problem here, Riker you touched on it is frequency. A lot of times when you’ve had engaged leads and they turn unengaged, [00:06:00] over time it’s because there was an issue with the frequency in which you were sending emails.

Some people start out, they’re all gung ho they’re like, “I’m sending email every week.” You do that for that three months and people are engaged then you stop. Maybe three, six months ago and then you try to just pick right back up. Well guess what? It doesn’t work like that, especially in email. Email is a channel, what have you done for me lately channel. If they haven’t received any value from you lately [00:06:30] you’re forgotten. They don’t even remember why they opted in on your website. That happens to me all the time. This is … Excuse me, this is not something that specific to a particular audience, this is human psychology. If I’ve opted in to a list and they haven’t sent me value in a while and then all of a sudden they start sending me value again.

I’ve forgot them. I have literally forgot them. I’ve never met you in person. The only engagement I’ve had with you is your website. That engagement only [00:07:00] goes as far as your consistent delivery of value can take me, which is why it’s important to always have that funnel upfront, to when they opt-in to get them engaged and drive them to a specific destination, or outcome as soon as possible. If not, you have your consistent sending to keep them engaged. But that is one of the hardest things you will ever do for an email list. I’m telling [00:07:30] you all right now, the hardest thing you will ever do is turn an unengaged lead, an email into an engaged lead by sending email. You know what I’m saying? I think it was Albert Einstein that says you cannot solve a problem at the same level in which it was created.

I probably butchered that quote, but he says something very similar to that. The issue has been generated [00:08:00] from email. A lack of frequency on email. You upping the frequency, are starting to send email is not going to fix the issue of them not engaging with email. You need something else. What is that something else? Well let’s talk about other ways to get people on your email list. She says, “I have a blog and I’m not doing something correctly.” Now Riker asked about how are the blogs are doing? This was one of my first questions. This was one of my first [00:08:30] questions. When someone says, I have a blog and I went to this website. I actually, I had some time to go to your website Latifa and I went there, it looks nice. Beautifully designed. The information is on point.

I mean it’s just really well represented. It’s very easy to find, like navigate. From that point I would say from a visual standpoint the blog is working. Now how can we ensure the blog is working? This goes for everybody. Log [00:09:00] into Google Analytics. Log into Google Analytics and see what kind of traffic you’re getting. What if you got this beautiful website and you’re getting 500 visitors a month. That’s not a lot of traffic. That’s nowhere near enough traffic to build a real list, 500 visitors a month. If you got low traffic, the problem is not your blog. The problem isn’t even your emails. The problem is you getting the word out right? Like you getting your message in [00:09:30] front of enough people, who are the right people.

Because the flip side will be, what if you got all of this traffic and very low leads. Well then there’s definitely a disconnect with who you’re sending to your website and what they’re getting from your website. How can we kind of gauge this. There’s a few easy ways to tell how your blog is performing too, if Google Analytics is a bit overwhelming. Go look at your blog and see which posts has the most comments. [00:10:00] By most, if most of your blog posts have zero comments, which one has one right? Which one has two or three? Preferably these are people who you don’t know, like stranger comments, not people like, “Hey love this article sis keep it up. Like people you know, hopefully they’re stranger comments is what I call them.

Look at which one has the most comments. [00:10:30] That’s going to give you insight on what is resonating highly with people, because believe it or not, there’s a piece of content that turns every troll into a commentary. I used to be a … Maybe troll is not the word, maybe it’s like a lurker. I forget the word for someone who just kind of reads, but never says anything. It’s not a troll, that had a different definition, now that social media has taken off, but it’s something else. It’s like a lurker. [00:11:00] When you’re looking around and you don’t do anything, but you come across a good piece of content, you’re going to comment, or if you’re in pain, you’re in enough pain and somebody is presenting a solution, you’re going to comment, or you’re going to fill out a contact form and reach out to them.

Those are things that you can do to tell how your blog is performing itself. If you’re saying, “Hey look I’m getting a good amount of traffic and I’m actually getting [00:11:30] good leads, they’re not just engaging.” Well it’s definitely the messaging. What you’re giving away is just not compelling enough. They don’t care enough. Your audience could be telling you, I want to connect with you in other ways than email. Maybe there’s another platform your audience prefers to engage on. Riker says, “Do you have a signup form on the bottom of the articles as well?”

If you do have opt-ins … [00:12:00] You know what? I’m just going to pull it up, how about that? Not to do like a break down of your website, but I’m curious, because I hadn’t answered that question. Look at this. See, nice, inviting picture. Helping relationships succeed. Transform your breakdowns into amazing breakthroughs, let me show you how. In fact I wouldn’t have learned more now, or just have, let me show you how as the button right? That seemed a bit weird. [00:12:30] This is not a website breakdown, but just as an extra tip. If I go here, learn more now. About the coaching [Kiva 00:12:39], join the family. What is join the family? What do I get?

My passion is to help you experience an amazing life, by providing you tips and tools to get on your way. Are these tips you’re going to send me via email? An I going to get a download the next page? How often are you going to send these tips? I go to the blog and [00:13:00] just look at this six type of love and scroll down. No, no, Riker, there’s no opt-in at the bottom. At the very bottom I have this. Avoid 21 things that keep your relationship healthy. Avoid these 21 things to keep your relationship healthy. Avoid these 21 things to keep … This is kind of a ticky headline, because you’re telling me to avoid something and then you’re giving me a promise. Kind of [00:13:30] like … I know what you’re doing here, but that one just reads a bit funny here. Not funny, but a bit unclear I will say, because I don’t want to make it seem like I’m down talking, but here it is, every relationship …

This is a lot of text, maybe add an image here. Show somebody, two couples happy or something like that. I’m sharing with you 21 things to avoid in your relationship. Another way to do it is, maybe there, instead of 21 [00:14:00] things to avoid, maybe there’s 21 things you could be doing right now to strengthen your relationship, or maybe it’s 20 things to strengthen your relationship today and one you can do within the next 15 minutes. Just make it more compelling I guess, you could do that. But again I don’t know how this working. I’m just assuming that it’s not working as you anticipate, because you’re asking if there’s something wrong. Anyways those are some quick comments on that.

I don’t want [00:14:30] to turn it into a website breakdown deal and get too far away from ActiveCampaign. Please cover how to write good emails. All right. What does a good … What is a good email everybody? You know what a good email is to me? A good email continues the conversa … A good email continues the conversation you’re having on your website, or landing page. That’s a good email. There is no such thing as somebody writing an email and giving it to you and [00:15:00] saying this is a good email, use it in your business, impossible, it doesn’t work. Somebody tries to do it, run the other way and take your money with you. A good email is, I started a conversation …

Let’s think about this everybody. Let’s say I’m on Facebook. Where is my account? Let’s say I’m on Facebook and I see an ad. The ad says, better relationship today and I’m interested in a better relationship today and that ad resonates with me. You started a conversation. [00:15:30] Your ad started a conversation. It said hello, now it’s my turn to speak back. How do I speak? I speak in a click. You said, “Hello, do you want a good relationship.” I say yes by clicking on the ad. It’s just like a regular conversation, where somebody says, “Hey how would you like to strengthen your relationship?” You’re walking down the street. Would you like to strengthen your relationship? You say yeah.

Then that gives them permission to continue to talk. When they get to the landing page, [00:16:00] the job of that landing page is to pick up where they left off. Where did they leave off? With the copy on the ad. That’s where they left off. The landing page should go into a little more detail, because now you’ve got confirmation that they’re interested. How to strengthen your relationship today and five tips to keep it going for the rest of the year, something like that. It’s just got a picture of somebody happy and opt-in. I’m going to send you 21 tips over the next 21 [00:16:30] days, receive a tip a day from me, how to strengthen your relationship. By the end of one month, you’ll have a stronger relationship in 21 days than you’ve had in the last two years.

Listen, this is not copy I sat and wrote, but even if I read something like that, I’d be a bit more compelled. Just to kind of see right? I’m like, “Let me try this, let me test this out.” What did I do? I’m continuing the conversation. I’m breaking it up in pieces. Then if somebody opts in, [00:17:00] that lets me know they’re clear on what they want. 21 days of tips with the outcome of a better relationship. It’s my job to send those 21 emails. What is going to be … What is a good email for email number one. It’s totally different than a good email for email number two. Good email for number one is taking off where the landing page left off.

The landing page describe exactly what I’m going to send you, the time frame, it helped me understand the promise. What am I going to do in the first email? [00:17:30] I’m going to connect with that last conversation. Say, “Hey so glad you’re ready for a relationship transformation within the next 21 days.” Because that’s what I promised on the landing page. Perhaps the email subject line is something like, you’re relationship transformation starts now.” That’s the subject line. Now watch this. What if I take your relationship transformation starts now and I put that subject line in someone [00:18:00] else’s business who’s saying bounce back from divorce.

They don’t care about a relationship, they’re trying to get healed. That good email for you, email number one, for that business is a terrible email. What if I take email number two? Get ready for your relationship transformation starts now. Instead of email number one, I put it at email number four. I’ve taken a good email and made it bad. It’s terrible if after four emails you’re telling my relationship transformation is here. I was expecting to hear that [00:18:30] up front. When it comes, how to write … When it comes to writing good emails, it’s essentially having one conversation broken up into many pieces.

The reason I like to think about it like this, is because this conversation that you’re having through your ad landing page and email is the exact same conversation you would have, if somebody were to come to your office and ask, “Hey what do you [00:19:00] do? Can you tell me more about that? You say, “Oh I help people strengthen their relationship within the next 21 days.” “Oh really how do you do that?” “Well I’ve got 21 ways.” “Can you explain those 21?” You’re sitting in the office, okay step one Is this and that. Now in 30 minutes or so you’ve gone through all the content.

What you’ve done by putting it online, is just provided it in a means in which people can consume it at their own rate. But it’s the same conversation. Too often times people have a different conversation [00:19:30] online and through their marketing than they would in real life. That’s inconsistent marketing. You’re messaging is going to be very hard. It’s going to be very hard to create a compelling message that converts. How to write good emails is exactly that. You can’t write a good email in isolation. A good email needs to know, hey what did you … What’s the last thing you told them? Where do you want them to go?

[00:20:00] That’s what a good email needs. You can’t sit down and say, I’m about to write a great welcome email. Welcome to the coaching platform. In this platform you’re going to learn … Who cares about that? Who cares about it? Because the question is, what did you just tell me before. Based on what you told me previously, I’m going to pick up from there and use that to explain more and to take you [00:20:30] where I’m going. Let’s say Latifa, in your case you had a coaching program that you wanted them to sign up for. In these 21 days you’re going to experience a transformation that you haven’t … That you may have struggled with in the last two years. In the end I’m going to send you a special invitation to continue, right, or to take your relationship even deeper.

Now I’m speaking to what I want them to do. Then maybe in email one there is a PSS. Hey [00:21:00] if you’re ready to go deeper right now, I’ve got a special offer for you. You can check it out here. They can click the link and go and see the course or not. Which brings me to the last point is, your emails are there to continue the conversation, but what’s the point of the email everybody? The first objective of an email is to get somebody to open, that’s the subject line. The second objective of an email … We’re talking about marketing emails here. The second objective of your email is to get someone [00:21:30] to click. You need to know the destination.

If it’s unclear what you want people to do, or if what you want them to do is not valuable enough to them, they won’t open your email. They may open it a couple of times, because the subject line is catchy, but afterwards there’s no value there, because everybody wants to go somewhere. There’s nobody that gives you their email address that don’t want to go somewhere. They want to learn something. [00:22:00] Why would they do it? I don’t provide my email address just for the sake of providing it. They want to enhance their life in some magnitude. If that’s the case, you need to know what the end goal is. If that end goal is not appealing, if it’s not compelling, they’re not going to care about your emails. They’re just not.

These are all of the factors. Who would’ve thought all of that comes in to writing an email, but [00:22:30] Latifa said I want to cover how to write good emails. Anybody, any consultant, any expert, anybody that you hire, or work with that’s worth their weight in gold will not tell you, “Here’s how you write a good email. Have a good intro. Have a good body and have a CTA.” No that is not how you write a good email. A good email needs to know … It needs to be instructed on what was the last action taken and what did you tell them? Then where do I need to take them?

[00:23:00] I’m liking it a lot to … When my children were younger and they were infants … I guess that’s something, younger and infants. Well I guess it tells you how young they were. I would come home and my wife would be leaving sometimes and she’s just like, “Here’s the baby.” Before she gives me the baby I’m just like, “Wait a minute. When was the last time, when was the last time he pooped. Does he need to eat? What is the state of the baby?” So, I know what to do. [00:23:30] A lot of times we’re handing off digitally and we’re not communicating. It’s like I get home and before I get in my wife leaves out the front door. I’m just confused. I don’t know what state the baby is in and I have to figure it out.

If you do that with email, your landing pages is saying something and your email is doing something else, people are not going to take the time to piece it together. They’re just not. You haven’t earned their time and attention to figure out what you’re trying [00:24:00] to say. It’s our job as marketers, when we’re doing all the landing page started the conversation … I mean the ad started the conversation. The landing page expanded on it. Now they gave you their information to keep talking to them. You have to pick up where you left off. Every email should do …

Email number one was your relationship transformation starts today. What should email two say? Email two, something along the lines of, [00:24:30] picking up momentum. At some point they should start seeing results, or have a subject line here like, are you feeling this yet?.. They’re like, “Feeling what?” You open it up, like by now it’s been seven days. You should be feeling a deeper understanding and that understanding should make you feel better. Are you feeling better yet? Just keep … I guess everybody, what I’m trying to communicate [00:25:00] is, don’t over complicate this stuff. Whatever conversation you’re having in person … You’re in business. Outside of your website you’re talking to people.

Capture those conversations. You’re not having a different conversation on your website. You get what I’m saying? If you are having a different conversation on your website, you’re working too hard and too hard at doing things wrong essentially, because now you’re creating two different messages. [00:25:30] No business can survive that. Whatever conversation you’re having in person with people, I’m not talking about clients. I’m not … I should say I’m not limiting it to clients. When you’re out networking and someone asks you about your business and you’re talking about your business. What are the points that their eyes get big and say, “Oh.” What are the points where their eyes just kind of glaze over and you can see they checked out?

If you’re present as a marketer [00:26:00] in all of this, you’re going to know. I’m not going to put that copy on my website, because if I say it in person and it doesn’t work, it’s never going to work online. You get what I’m saying? Your website, your digital marketing is an extension of you. What you would do in person with getting to know somebody, networking, all of the questions that they ask, you should be logging them. I’m not saying be very … Be too calculated in your meeting and greeting people [00:26:30] that becomes weird, because every time they say something you’re writing it down like, “Hold on, wait a minute, can you say that again?”

Just be very conversational and make notes. It could be family members. I was trying to tell uncle so and so what you do. Can you explain to him what you do? See what resonates. When I use the word relationship transformation, everybody tend to nod their head. Relationship transformation better be somewhere on the website [00:27:00] right? This is how we all become better digital marketers. Like I say, ActiveCampaign at the end of the day, it’s an automation tool that needs to be told what to do. It’s going to do just that. Just because you have an account, doesn’t mean that results are just going to work, stuff is just going to happen. You have to tell it what to do. If you’re already, which everybody [00:27:30] is, because nobody starts a business online, even if you’re thinking about starting a business online, you’re talking about it to someone before it actually happens.

What are those relationships? That’s the job of your marketing, is to have that conversation I should say online. Taking your conversation online is essentially the whole purpose of digital marketing. What if somebody says, well I’m not really talking to people. Well you might not want to build a website, because you don’t know what to say. What are [00:28:00] you going to do? Are you going to hire a copywriter for them to create words for you? The copywriter is going to try their best, but you don’t talk. You haven’t said anything to anybody. You have no words to put on your website. You don’t design a website. Dang it, I’m going to give you all a spoiler alert.

All of you who are on here live, in a couple of weeks … I think it’s a couple of weeks, don’t quote me, but this month I believe, I recorded a podcast with a [00:28:30] copywriter. She outlines how she approaches building a website. If you don’t know … It’s not like you can just create copy out of the blue everybody right? Copy comes from the conversations that you’re having with your audience and it starts there, but it’s created from your understanding of those conversations. You’re talk … Listen I’m always talking to people about automation, can you tell? [00:29:00] I’m always and if you guys come to activate, we will talk about it there too.

Do you know what I’m going to do? I’m going to be explaining things and I’ll be waiting for the light to go off. When the light goes off I say, “Oh that’s a winner.” I’ll put it on the website, or I’ll put in in the email that you get from us, or I’ll do something with it. It’s this ongoing ever present discovery, journey to know more and more about your [00:29:30] audience. The only way you know about them is to talk to them. Having a survey is great right everybody? You’ve seen those surveys where people say, “Tell me how can I help more?” They fill out survey and X, Y, Z. It helps people segment. It’s no different … Please don’t create a survey off questions you never asked somebody.

The survey should come from questions that you have got from engaging with people. Whether it be online, or in person, whatever. [00:30:00] But too many times when people approach digital marketing, they start from zero.

It’s amazing. It’s a mental disconnect honestly. They just start from zero. They’re like, “Okay I need a website. What does it need to say?” Right. Every time I’m talking to somebody who’s like that I’m just like, “What would you tell somebody?” Often times you could just hit a recorder. Somebody could [00:30:30] be paid as a consultant if they just acted like their audience. Well tell me about your business. Hit record. The person would just flow. Well this is my business. This is what I serve, this is what I’m trying to do, this is my credentials da, da, da. You just transcribe it, send it to somebody to piece it up into pages and boom you’ve got a web copy, but it all comes from speaking.

Speaking to people about your business. Talking about what you want to offer. Testing the likelihood that [00:31:00] they want more of it. If you’re explaining to somebody and Latifa I’ll use your example, 21 things to avoid in your relationship. Can you imagine if you’re talking to people and say, “Hey I’m a relationship, a coach …” Not saying you’re a relationship coach Latifa. Well you may be, I think you are a relationship coach. Anyway I’m just using that as an example. I’m a relationship coach and I help people avoid the 21 things that can damage a relationship.

Right when you say that people are like, “That’s nice.” Walk away. That’s telling. [00:31:30] What if you say it and people are like, “Really? Tell me more.” That lets you know you’ve got something that’s compelling. This is a test we can all do. Take your eBook, take your free offering. Whatever headline you have on it, use it on somebody and see what they do. If it’s a business transforma … A guide to business transformation. Download this eBook to turn your business into the revenue making money machine it should be. [00:32:00] Go tell that to somebody. Hey what do you do for a business. Hey I run a business and I specialize in turning your business into a revenue making money machine like it should be.

If they look at you like, “Yeah right.” Guess what your visitors are saying when they come to your website. It’s this ongoing, testing to get to know who your audience is better and deeper. Okay, I don’t want to beat that point up, but [00:32:30] as you can see I’m really passionate about that, because my biggest frustration, because I love to help people. My biggest frustration is when people don’t bring themselves to digital marketing. Everything that you know is valuable. We’re just translating it into a digital language. It’s like taking a book that you’ve written and getting it translated into another language.

You’re not going to start from scratch. [00:33:00] You’re not going to say, “Well I’ve got this book I’ve written in English and now I want to write it in Spanish. Let me just start from scratch.” No. You’re going to take that book and give it to somebody who can translate the words to a language that people can understand. It’s the same thing. You’re translating your business. You’re offline activities into an online language people understand. What is that language? It’s called websites, [00:33:30] blogs, link clicks and emails. That’s the language right? Social media ads. That’s the digital language. We’re just taking that and translating it.

We’re not changing the content. Like you said you’ve got a 30-minute conversation that you can have in person. Well you’re breaking that 30-minute conversation up over 21 days now, because the digital language is different than the personal language right? We’re translating it. [00:34:00] I think if you all have that mindset, when it comes to approaching … Sending out emails, how to create your website. Just engaging with people overall that … You’ll be just fine. But anytime you have an unengaged list, everybody … You know what I think of when I see an unengaged list and I’ve had unengaged list, so I’m not excluding myself.

I just think of me talking in a room. I don’t know … It’s probably the worst, it’s the worst thing … As [00:34:30] a speaker you’re talking in a room and then there’s one side conversations that starts and then before you know it, a lot of people are starting and you’re fighting to talk over them. I mean it makes you feel so small, like you’re supposed to be the speaker. Granted it’s never happened to me of that magnitude, but I can imagine it’s happened to me in small meetings, what it would feel like from the stage. But just think about it. You’re with the microphone saying, “Hey I’ve got valuable … Keep listening to me.”

But you’ve been quiet [00:35:00] for so long, or you’ve been talking about something that’s not engaging for so long. They’ve started their own conversations. Guess what their own conversation are more engaging than you. It’s a tough pill to swallow, but that’s what it’s like. When someone says I have an unengaged list. I envision them on a stage speaking and everybody in the room is having their own conversation. Just chaos, right? That’s what an email inbox looks like, because everybody is emailing them. They’re having all of these conversations coming at them and your [00:35:30] voice just isn’t loud enough.

Anyways, I hope that helps. Latifa when you watch this, I hope that helps. I actually thought I had another one, but it was Ron sharing some feedback, which by the way, if anything that I covered on office hours helps you, please come back and report, so I can share it. Ron has a couple automations for me to import. I haven’t had a chance to import them, so I’ll import them this week and then we’ll talk about them next week. [00:36:00] But Ron was the ActiveCampaign payment trigger. He had Shopify and he wanted to mark when a payment was pending and then when it went through. Because if it was pending, he wanted to reach out to them and let them know, “Your transaction is still pending. We still need some information.”

He said he’s got something figured out. He’s got a couple automations that he wanted me to share. Like I said, I haven’t had time to import them in. I don’t want to start now, [00:36:30] we’re already so deep into it. I don’t want it to open a can of worms. I’ll import them in my time and report back. But if you all have big wins, come on, please feel free, let me know. That’s that. If you have any questions now, the floor is yours. I know I kind of went on a ramble, but these things are … I don’t want to say small, the symptoms are small, but the [00:37:00] reasoning, the source behind them is so large. It comes from just the wrong approach, or rush. Most of the time the wrong approach is a rushed approach. Somebody told us to do something.

Hey you need to be sending emails. Your only question is, who should I sign up to send emails from? It’s a whole lot of questions you need to answer before that. Like I said any consultant worth their weight in gold is going to ask you those questions up front and [00:37:30] foremost. All right we got another question. Let me get here. What are some … Let me … I’m going to put it … It says anonymous, so I don’t know your name, because … I don’t know why it says anonymous, but it does. I’m going to put your question up anyways. If you want to tell me your name, you can put it in the question that you’re saying. I can change that to your name. [00:38:00] I’m drawing your list, all right.

What are some ways that you automate, keeping track of where contacts come from? Contacts you draw on your list. What are some ways? All right. Primarily you can have … If you want to track the source, you’re going to need to control, control the traffic [00:38:30] to your opt-in pages. What I mean by that is, if I have a landing page right? I want to be able to say … I want to be able to know I’m sending traffic to this landing page in multiple ways. Let’s say I’m sending traffic to the landing page via Facebook and Twitter and people can just organically come to my webpage. Now if they organically come to my website [00:39:00] and fill out the form, they’ll be on my list and I know that they’re interested. How do I know that they came organically, or they came from social media?

Well with the same website, what you could do is have UTM parameters in the URL that say something like this. I’m just going to take … I keep using [inaudible 00:39:09] … I have something like this, UTM source equals Facebook. Now you’ll see … Question mark sorry, I need a question mark there. It’s going to go to the homepage. Without the UTM, same page. With the [00:39:30] UTM same page, but the difference is this UTM tells me the source of [00:40:00] where my contact came from. This URL is what I’m putting on Facebook. If I wanted to do Twitter I’d have it like this and it would say Twitter. I’ll put that link on Twitter.

Now I’ve got two different platforms going to the same page. I mean I have two different links going to the same page. I’m tagging the links using UTM parameters. Now, [00:40:30] once you’ve done that, you’ve got Google Analytics of course, but in here what you would see is if you have attribution turned on in ActiveCampaign … I forget how to find my buddy. If you have attribution turned on. Does Phil … I feel like Phil should have attribution. Does he? [00:41:00] He doesn’t. The one contact that should. What you’ll be able to do … Let me just do an advanced search here and say conversions occur.

All right. Mike Dyson these names Chris. There you see. You see the sources here and you see that it’s Facebook. Look at that UTM source [00:41:30] equals Facebook. That is the technically sound way to do it, all right. If you want kind of the easier way, less technical way, I would say you can easily create a landing page per platform. If this was my page, I would hit duplicate, yeah duplicate and drive only Facebook traffic to this page. Then duplicate that page and only drive [00:42:00] Twitter traffic to that. Now you’re going to have … Let’s say you’re doing Facebook and Twitter every time. You’re going to have three landing pages essentially every time. You’re going to have your regular landing page, then the landing page exclusively to Twitter and a landing page exclusively for Facebook.

Each landing page is going to have a different form. You have a form that says Facebook, a form that says Twitter and then you can just see which contacts filled out of the form, which will tell you which page they [00:42:30] were on when they filled out, which will tell you where they came from. Riker says, “Can you automate based off unconverted sources? Show me all the contacts from Facebook who have not converted.” That’s a good question. I think that maybe in automation builder … You can, you have to sync it to a conversion though, Riker I believe. Let me see.

Let’s jump in [00:43:00] here real quick and go into the conditions and workflow. Conditions and workflow. Conversions, this one has not occurred right? You can, they just needed to be added to here. Let’s say … You could do this as a goal Riker. If you had the goal in your automation … [00:43:30] Let me see. Let me see, this convert this make here, yeah, okay. Yes, okay. You could … How about this Riker? You could use a start trigger for a goal that has been achieved. No, I want it to be a conversion. A conversion occurs. [00:44:00] Enrolled in imaginary post, okay. Let me think this through. All right and … No I don’t want to do it that way. I lied. I don’t want to do it that way.

Let’s just say you have a start trigger in an automation right? They submit a form and then you have some action. What I would do [00:44:30] is add a goal, based on that conversion data. We’ll say has converted, yeah. What we’ll do is go here. Look at this, conversions enrolled in there has occurred. So now … Wait. [00:45:00] Now, whenever … Oh and then I will trigger enrolled in prime, maximum post, okay? So now I’m going to … Whatever I put in this plus, is going to be everybody who hasn’t converted right? But you’re saying show me all contacts from Facebook who haven’t converted. Yeah that’s a good one. There’s a way to do it Riker, I just have to think [00:45:30] it through, because essentially we need a way to tag them that they’re from Facebook and then run like a sorting branch.

For all the ones that … But you want that did not convert. Yeah, I mean UTMs and site tracking will get you some data, but you’ll need attribution for the UTMs to be stored on the contact record Riker and then from there you could do this. All [00:46:00] right, here it is, here it is Riker. You could do this. Attribution, has source, Facebook, okay? Then if they have the source Facebook, yes … What we can do … All right. I’m going to take away that goal and wait until then … Look at this, conversions enrolled has occurred. All right. I [00:46:30] need to delete this, I no longer need it. Now, when someone comes into here and they’re from Facebook, they’ll go down this branch and wait until they have converted.

If not, it may be this one is another one that says attribution source is Twitter [00:47:00] and then you’re going to wait until they’ve converted okay? You just got two sources in this automation. After that, just because I don’t want to put multiple in automation, which doesn’t matter. I’m putting the action at the end anyway, but anyways [00:47:30] I just felt like using that action okay? Now this will do exactly what we need it to do. In fact, maybe this is just making it look a little too complicated. We can make it look it cleaner. Those lines going across. We don’t really need that. I can just do this right? Copy, copy, okay that’s a lot cleaner.

Now what are we saying? Somebody comes in and says, “Hey are the from Facebook?” Yup, wait until they’ve [00:48:00] converted. Are they from Facebook? Nope. Are they from Twitter? Yup. Wait till they convert. Who’s ever cued here Riker is going to be the people who have not converted right? This is how you can automate, identifying who hasn’t converted, based on sources. Oh man that was a good one. That was a good question. Riker by the way the attribution features is based [00:48:30] of UTM codes? Yup, like if someone copies a link with UTM_source=facebook into an email, AC will show people who clicked that link into an email as showing from Facebook right?

Yes this is a good point. That’s why you should not do that. Let me put this up here for you all to see. Riker brings up a great point. Always good to have you on Riker okay? We’re talking about UTMs [00:49:00] and just understand that if you go to … Larry this kind of ties into your question too, but if I go to a campaign, because you were talking about editing emails. There’s a feature that you may, or may not be aware of … Let’s go to the automation though, because I want to state in context okay? Let’s see this one. Okay [00:49:30] I go and edit this email … I’ve got a G, okay. I’m just trying to make a point here.

When I get to the campaign summary page watch this. You see this Google Analytics, if I turn that on, what’s going to happen is, when they click this link it’s going to have UTM, source, [00:50:00] ActiveCampaign okay? That’s what’s going to happen. You don’t want to … Like right here, so he says, like if someone copies a link with UTM_source=facebook into an email, AC will show people who have clicked the link, clicked that link into an email as showing from Facebook. If you do that, if you go and copy that link that I had that said UTM Facebook [00:50:30] and put it in ActiveCampaign, unless you just didn’t have Google Analytics on. You are going to trick the analytics system and tell them that it was from Facebook where it is not at all.

You shouldn’t be using any UTMs in emails, use this. Google Analytics, just turn it on. We’re going to do that for you. We’re going to set the UTM source as ActiveCampaign. The medium to email. The content as the subject line to your email [00:51:00] and all of your UTMs will be nice and clean. But yes you’re responsible for keeping your UTM data clean, yup. That’s a good point Riker. Drew, hey Drew, howdy, I haven’t seen you on. If this is your first time, welcome and thank you so much for asking a question. You got it man. I’m going to stay just a little longer and answer your question man.

Drew asks, [00:51:30] do we need to have Google Analytics turned on, in order to build those automations? Nope, that’s the beauty Drew right? It’s here for you, if you want an additional layer of analytics. But guess what? If you don’t have this on, you’re still going to operate. Check this out Drew, if you have it on and you don’t have Google Analytics set up, still not going to break anything. Yup, still not going to break anything. [00:52:00] Let me … Riker said, “I wanted to let you know that I quite literally just busted out the popcorn. No problem man.

Oh okay Drew says, “I’ve never turned it on on the GA. Yup I didn’t know much about it, so I didn’t worry about it.” Yeah, so I will say this Drew, I will say this. Because it doesn’t hurt Google Analytics, I would always turn it on, for all of your emails, because this is going to [00:52:30] happen. You’re going to become … Like Drew you just got enlightened just in short time right now right? Now you’ve got a little bit more understanding. The next time and the next time … You’re just going to grow your understanding for Google Analytics is just going to grow and grow right?

There’s going to be a time as you become a smarter marketer where you’re going to say, “I want to see how that email performed. I want to see how the people who clicked that email, what pages did they visit on my website?” You’re going to go into Google Analytics and if you haven’t turned this on, on all [00:53:00] your automation emails and campaign emails, it’s the data you won’t have. Yeah no problem Riker. Riker, here let me ask you this question too. Let me ask you this question while we’re at it okay? Does …

Here let me copy and paste. This one Riker, I’m going to go back up here. It says does turning on reply tracking negatively impact deliverability? [00:53:30] No, the good thing is it doesn’t and here’s why, because it’s still … Although the reply to email address changes, the from email is still going to show as from our server. Whatever deliverability you have beforehand and here’s what talking about everybody. You see this reply tracking, if I turn it on? It says, the reply to address and your message will be changed for this [00:54:00] feature to work properly. Your from address will not be changed. That’s why we say that, just so you know, since your from address is still will be from you, the ESPs, they’ll still respect it. They’ll respect it as a regular email, it’s just if someone replies to that email address, it’s going to go to a virtual inbox of ours so that we can track it.

Yeah you are negatively impacted [00:54:30] and just to close this loop … Riker, you’re bringing up some good ones man. You can also automate off of that. You can … Like if you wanted somebody to reply to an email, before they moved on to the next step, look at this. You can wait until … If we go into actions, it should say has replied. Look at that, has replied. Then you can select that email and then they would be there until they [00:55:00] reply. Like, “Hey got something new for you. Reply to this email to let me know if you want access to it.” Let just send an automation and as they reply, they immediately get access to it.

It’s similar to kind of like we see the chat box on social media, where people have … They say, “Reply yes, or comment yes and you’ll get the … I’ll send it right to you.” They reply yes and then the chat box send out the information. This is the exact same approach right? [00:55:30] Wait until someone has replied. But again to track when someone has replied, you have to have the reply tracking turned on, which yes does not, or no does not negatively impact deliverability, yeah.

If you have reply tracking off, that automation trigger is not practical right? Yes, absolutely, absolutely Riker, because guess what? If you have reply tracking off, they’re stuck here forever. They’re here forever, unless you put on like a time limit and say [00:56:00] up to like 21 days and then they’ll proceed. You give them 21 days to reply, then they proceed and then you check right? See actions has replied. See if they replied. If they didn’t reply do something and if they did reply, deliver whatever you promised them. Yup. Reply tracking [00:56:30] you’ve got to remember to have it turned on for the email that you’re looking for that condition on.

Wow, this one was a good one everybody. Honestly I felt like in the beginning, that could’ve probably been a podcast in itself. How to write good emails. I recommend everybody definitely listen to this one again. I know for a fact, there’s a lot of goodies in this offer, so share it too. For all of you [00:57:00] who are watching and listening and getting good value, share it with somebody, especially the ones that you’ve attended and say, “Hey look, check out the 30-minute mark. Just listen to the first 30 minutes of this.” That will be a great … You would do me a great favor by doing that.

Okay, good, I got a good … Riker I’m up for a puzzle man. Feel free to email me education@activecampaign.com and that’s for all of you. If you have questions, education@activecampaign, any time email me, let [00:57:30] me know. Just put office hours in the subject line, so I know where it’s coming from. Every Friday we’re here at 1:00. Every Friday 1:00 pm Central. We have office hours, they’re always recorded. They’re always available afterward and I look forward to you all coming back. More questions and reporting on more results.

With that being said, signing off here. Thank you all who have participated. Ask questions, [00:58:00] jotted down notes, just taking the time to listen to this live and interview play. I appreciate you all. For all of you on here live, have a great weekend, enjoy yourself, enjoy your family, friends, loved ones. Be safe, come back and automate response will be my friends.