Office Hours – March 31, 2017

Recording of Office Hours hosted by Chris Davis on March 31, 2017.


Chris Davis: Always works better for me if I record to the computer than upload to Vimeo. For whatever reason when I record to the cloud Vimeo doesn’t like that when I upload it to Vimeo, for whatever reason. All right, now let’s go into, let me just get my active campaign account open here. Piggybacking off of last week. Everybody, we listen, I [00:00:30] don’t get too detailed like, I try not to sharing is being paused. Oh oops. I’m sharing the wrong screen. Let me share, I want to share my desktop. There we go. There it is. All right.

I like to give you a simple solutions that are really powerful for your business especially when you’re getting started with active campaign. Plus, I found over the years that simplicity is [00:01:00] just the best way to really build powerful automation. It’s not all about having all this advanced stuff going on. With that being said, last week from the feedback I received it’s been 100% well-received and the level of difficulty was above average.

It was above average. There were quite a few steps that people really needed to understand, so just as a review [00:01:30] last week I created this form, I created this form everybody and people get to this form when they select the unsubscribe button at the bottom, at the bottom of the email. Now, when they get to this form and it’s embedded on my site … and in fact I can, look and then delete it. I don’t think I did, why would I delete it? Unsubscribed.

I recommend that everybody create a page [00:02:00] called unsubscribed on their website and then embed this form on the page using the simple embed method. Now, what’s happening when someone clicks unsubscribe and again we can determine what happens here, if we go to lists. Watch this and go to advanced settings, public pages unsubscribes and click edit. That’s the list advanced pages, [00:02:30] the tab public page, advanced setting the tab public pages, then go to unsubscribes. Right here, we can select it for all of these lists, and all the lists should have the same unsubscribe page. You’ll see, I don’t have it here but this is what I told everybody to put as their unsubscribe, click redirect to URL instead, so it doesn’t pull up the active campaign form.

Oh, it’s just loading, it’s loading, I think.

Mark: Sorry about that.

Chris Davis: [00:03:00] Mark, let me know how I’m doing with the screen size, because I want to make sure this is a, oh it looks like my browser froze. There we go. All right, so when you click on let me just save this. It’ll have the default form, you go in here and say redirect to URL instead. This [00:03:30] is the URL to my website. I had them append the e-mail personalization tech. All right. In doing so, what happens is … Let me see.

When they clicked the link in their email they’ll come to this page and have their email already pre-populated. At this point, now they’re unsubscribed from the lists, you zoom the screen to cover [00:04:00] your desktop. Zoom screen to cover your desktop. Yes Mark, it is covering my whole desktop should I do this? How about that? Is that better?

When you do this, at this point, they’re already unsubscribed. This is our effort to get them subscribed again, so when they say oh, okay great. Thank you, Mark. They say, “Hey, I do want live [00:04:30] event updates and notification,” and they select update preferences. What’s happening is each one of these options is a list, an active campaign, and it’s subscribing them to that list.

All right? Just by the way I’m doing a review, this is the time you can ask any questions, so do not feel bad for interrupting me if you have a question that’s not related to what I’m showing you. This is what this time is for, I’m just going over this example and since we don’t have any questions yet and I feel like it’s very important. Now, these [00:05:00] lists are message type list. This is  I’m creating some content right now about this everybody, I’m keeping my camera on because I feel like if you can see me talking to you, you may be able to understand it a little better.

Listen to this. I’ve never seen or heard this define this clearly, that’s why I’m creating in an entire guide on this and I’ll let you all know actually that’s next week, so message [00:05:30] types do not correlate. They’re not a one to one correlation to your free offering. Just because I have three things that I may be giving away for free that does not mean I have three message types.  Message types are the type of communication that a contact receives.

Now, check this out. I could have three offerings in one message type. If I am a [00:06:00] let’s say I’m a head trainer, and I train dogs, cats and rats. Now, let’s say I have a three ways to keep your dog clean. Three ways to keep your cat from shedding. Three ways to build grow a healthy read. Those are my three offerings. Now, there’s one approach where I can send three different types of messaging to them, in that way my [00:06:30] three offerings do match my three message types.

What if I just had a message type for all animal owners. I have three free offerings and one message type, I would essentially have a list that says pet owner. Then I would use tags and custom fields to further define on that list who are what they own. One message type in three offerings. [00:07:00] It’s not always a one to one just because I have multiple offerings do not mean I have multiple message types which means I don’t have to have multiple list. Where this comes from as an email marketing, it’s very one to one. You can’t have an offering go to a separate list.

You have to have an offering that goes to the exact list that it’s [00:07:30] tied to, so every time you create an offering you have to create a list. That’s not the case in active campaign. Today, this is the list. What we’re seeing right now on my screen that’s the list approach to managing your unsubscribed. That’s for if, okay, let me see. Lorraine has a question but does that fall apart if they unsubscribed from the animal list thinking it’s for rats but still want to hear about dogs or cats.

Absolutely it does, Lorraine. It absolutely does. This is Lorraine’s [00:08:00] question everybody. Did all these good questions. Does it fall apart if they unsubscribed from the animal list thinking it’s for rats but still want to hear about dogs and cats. That is a great question that segways into the limitation of this list, using the list like this and speaks more to the strength of those of us who subscribe to the master list. The master list subscribers. We can [00:08:30] create this same dynamic the same effect but more powerful, more powerful with custom fields and assorting automation. That’s what I want to cover today. I’m going to jump into my active campaign account keep my eye on this, my chat is right here so I’m going to keep an eye on the chat, and I’m going to bail out this process using a custom field, so we can use one master list and [00:09:00] then control what tags are on their record or custom fields to determine what kind of information they receive.

Let’s go. This is going to be exciting. For everybody that’s new, I am a big master list person. What just happened? Oh zoom doesn’t like my full screen. All right, so let me stop the video now. All right. Let me shift over to this screen. I’m [00:09:30] going to make it big again, Mark. Don’t worry. Here we go. What we need to do first and foremost we really need to understand what our segments are. I’m going to stick with this dog, cats, rats because I believe this will help us all. All right, so first and foremost, what I want to do is say, “How am I going to define my message types? I have one master list, I’m going to define my message [00:10:00] types with tags.”

All right, so I’ll say message, whoops, what am I doing? This is type, dog. All right, and we’re just going to create three message types. All right, I’ve got them. They’re all there, okay. This is like the basic. If they have this tag, they get this message type, [00:10:30] if they have this tag they get this message type if they have this tag they get this message type.

Everybody on my master list gets messaging about pets. Do you see that? The tags just allow me to be a little more granular. Now, what we’ll want to do is go to contacts and go under here. This is an often hidden for as what I mean, let me move this mike back a little bit. It’s hidden as what a lot of people are telling me but if you click on search contacts and then go to advanced [00:11:00] search we can go to actions, whoops, I thought it was in actions, it should have been. It should be in actions. Where’s my tag. It is very interesting. Okay, oh sorry contact [00:11:30] details and we’ll say cat first. Search.

Nobody should have this, but what we’re doing is we’re preparing our segments, because remember these segments auto populate so as contacts flow in and meet this criteria they’ll show in this segment, so I want to save this as a segment and say cat messaging. I don’t know. That’s what we call it for now. Now, I have that one and [00:12:00] then I’ll go and do dog, all right. Search should be done. This is a part of Lorraine. She created a flowchart of her entire follow up.

This is part of this beforehand planning that I always recommend you all do because [00:12:30] if we do the time and make do the planning upfront then we won’t have to worry about it later. Say this is segment message. Oh, dog, messaging, and then the last one we need to do is a cat. Looks like I have to clear this search every time so it’s not pollen in the previous one, or rat actually not ray. Not a ray, you don’t want ray. That’s somebodies [00:13:00] uncle cousin, brother, nephew. All right, save as a segment. Rat. Messaging.

Look, now we have all three of our segments. Why is this important everybody? Because now that our segments are safe we can go to I need to have a master list, let me use this testing as my master list. [00:13:30] Master list, all right. With those segments in place, I can go here and look at segments and see dog, rat and cat. Where’s cat? Did I say one twice? I might have say one twice. All right, we need cat. Cat. Messaging.

Create the segment [00:14:00] and contact details, tag. Cat. All right, and I’m just going to have a show on my master list. I could have a show across all, but I don’t want to do that because it only applies to my master list because essentially I only have one list. All right. Now, let’s go back to my master list and look at my segments. There we go. Cat, rat, dog. Now, if I wanted to send an e-mail, [00:14:30] it could all ala carte.

If I wanted to send an e-mail to these people, when I go to list I don’t have to worry about selecting multiple list. This is all I have to do, select my master list and then determine who on my master list I would like to send it too. Now, I want to send it to cat. These are all my cat owners. All right, so that’s how [inaudible 00:14:55] using a master list in tags in custom fields. I should say a master [00:15:00] list and multiple criteria to create our segments that auto populate and this is how we send to them.

With that being said, let’s go to our form and I’m going to keep this one in place because I don’t want to mess it up. I want to duplicate this. Manage subscription forms but duplicate that, let’s go and edit it everybody. [00:15:30] What I want to do is I want to add a custom field. Whoa! Sorry everybody. They get crazy out here. Say, let me see, can I move this? I can’t. All right. Please select type of communication you would like to receive from us. [00:16:00] Updates and offers about dog, food, and training, cat, food and training offers and I’m terrible with copy on the fly everybody on dates and offers about [00:16:30] growing about nurturing rats.

Oh man, that sounds good. All right, so there we’ve got this custom field and I’ll just type communication, and then this is going to go here instead of this one. Okay, rat tamer X-ray. [00:17:00] Oh Lorraine, that’s funny here at rat tamer, extraordinaire. Now they can select the type of ongoing communication they would like to receive. All right, so since this is the case, I really don’t need them to subscribe to all of these lists. I just need them to go to my master list.

Check this out. This is kind of funny to me because since we have one list when they hit the unsubscribe button, [00:17:30] linked up in the bottom of an e-mail they’re unsubscribed from the list that they’re on. Which is the exact same, because I told you all in automations if they hit unsubscribe they’re removed from all lists that they exist on, and if they hit unsubscribe in a one-time campaign they’re removed from the list that that campaign was sent to.

The functionality is almost identical, but by the time they get here they’re not on any list. If they select one of these options they’ll be subscribed [00:18:00] right back to the master list, but we’re going to dump them in the appropriate segment. That’s what’s important. Thank you. Let’s go to integrate and you know what, let’s create another, let’s create another page on my website. This is unsubscribe, so I’m going to create one, create one [00:18:30] that says add new unsubscribed master list. Okay, call it that and I want to call it unsubscribed email.

All right, and now this is the … I’ll do it anyway, [00:19:00] I do some coding here. Everybody close your eyes. What I’m doing is I’m wrapping the, what is this called? The script. The simple embed script in the div that I can style and just give it a max width. I want to give it a max width 650 pixels, that should be fine. Oh and I also want to center margin [00:19:30] zero auto.

Let me see, that should do it. All right, yeah. It keeps me honest there, and then we can put of course, you have been, you no longer receive email communication. This was a mistake. Please [00:20:00] use the form below to update your preferences. All right, we’re going to publish this one. Now, we’re going to leave page. There we go. Now, this is our unsubscribed from the master list way. All right, Lorraine has a question here. Let me put it up here.

[00:20:30] Do we add the CSS and such you added in the examples last week for responsive? Yes, Lorraine. Yes, in fact, I can demo it here. That was why I made this. Is this container be like 650 pixels, but when we get smaller look at that, see that, it just shrinks with us, shrinks and grows with this. Yes, it’s a default step for [00:21:00] me. I always add the CSS for my forms and all of them, just because I never know, I never know like this right here I honestly don’t like this hanging from us. What I would do is I would go into this edit page and increase the size.

A lot of you probably use like visual page builder, so it’s a lot easier. I don’t have a visual page builder right now so even that’s not enough, but anyways, I don’t like it to be [00:21:30] small like that. In fact, why is this, let me see here. Now, this is just nerd stuff. We don’t care. We don’t care about this. Yes, we don’t care about all of this although now I’m just curious. It’s not going big because I’ve got all the max size.

Oh, interesting. I think I’ve got to do zero. This really doesn’t [00:22:00] matter everybody. This really doesn’t matter. Let me not get side tracked. Anyways, yes, use the response of code and you will be fine. I just have to think or sometimes I would like it to be wider, but that’s another day. All right, so let’s go back. Now, when someone submits this form, what do we want to have? Well, we need to create an automation that’s going to go through and check for [00:22:30] each one of those options. All right, so this is create and I’m just going to name this, I’m going to name this master on this, so master re subscribe sorting, okay?

Now, whenever they submit that form, [00:23:00] did I change the name of that form? I haven’t, it still says copy, and we’re going to run it every time they do it. All right? Every time they do it, what we’re going to do is check and see to, what do I want? Customer field. Is the custom field dog, if it’s yes then we want to give [00:23:30] them the tag. The dog messaging type. If no, we want to see if it was let’s say cat, right, and this is why we use our custom fields because that’s what they, that’s right here. Let me see if I could do this, right here. They selected these buttons are custom field so we have to go off the input the custom field input. All right, so [00:24:00] if it’s a cat trainer and we say yes an add a tag, and give them the cat messaging. One more everybody.

If we say it’s a rat, whoops, custom field, sorry everybody. Rat, then we’ll give them the tag [00:24:30] rat, all right. Now, this would work if it was a radio button but since we used a checkbox that means on this form they could have done this. We need to check for every question because they could essentially resubscribe to get everything all over again or they could just resubscribed to get to. Right after this, right after each yes branch, we need to go people and ask the [00:25:00] question. Go to and ask the question. There. Look at that. Now, every time someone submits that form they click the unsubscribe link, they come to this page and say, “Oh, wait a minute I do want it. I have a dog and a cat, I just didn’t care about this rat stuff.”

They do that and then they submit it, this automation fires every time looks and say, “Did you want to hear dogs?” Yep, he [00:25:30] sure did. Looks, “Did you want to hear about cats?” Yeah, you sure did. Look, “Did you want to hear about rats?” No. It’s done. Then when we go back to our segments we’ll see that these contacts have been automatically added to the appropriate segments, appropriate segments. This, let me see, Lorraine has a … Oh, okay, yeah you beat me to the punch Lorraine, I almost [00:26:00] forgot as well. Now, this is how many yes, and if else is, is going to be how many if else branches we have for our message types.

Okay, this becomes our message type. If you only have one message type, that’s okay. It’s okay to only have one message type. Listen, you can have one message type and have multiple segments, do you see what I’m [00:26:30] saying? Like your message type is your broad communication or your common communication to a specific audience, and it should be different. It should be vastly different from another type of messaging. I mean, okay, for instance everybody by default you have two message types. Do you want to know what those two message types are? Prospect in customer. Those should very [00:27:00] much be two different types of messaging.

On my first type I’m going to set up is my tag is going to say message type prospect, and then I’m going to set up another tag that says, message type customer. That’s the first step, that’s the first thing I’m going to do. Now, as I continue to market I can look at my prospect list and say, “Hey, you know what, amongst these prospects I really have two different ways of talking [00:27:30] to people,” like I realized I sell cars but I have one message type for the car owner. Then an entirely different message type for the car buyer. Two totally different types of messages.

The only commonality is the car but the car buyer has no concern at all about what the car sellers are trying to do. [00:28:00] All right, let me see here. The rain has a question. Lorraine is asking, “Can you show how you would add dog, big and dog small into this structure?” Yes, so if I have a dog messaging type I could one add an additional tag that says message type dog [00:28:30] small. That’s one thing. That’s one way I could do it right. I can just control all of my messaging type by tags. Another way would be by custom field, if I wanted to go in here.

If I wanted to go in here and do, we can say this, [00:29:00] and I’m all sizes, I’m doing this to give you all just a different dog sizes, just a different approach. Small, medium, large, because maybe I don’t have this for my cats. Maybe, it’s just dogs. I’m like, “Wow, there’s really three types of dogs that I train,” so I could do it like this dog size and then [00:29:30] when we go back to my automation here, I can go here and maybe depending on what information I have.

I could set it here, all right. I could set it to a small dog. That’s one way. Again, another way would be a tag. Another way would be if you’re finding that you have dogs, cats and rats and [00:30:00] in your dog for your dogs you have a, it’s a lot more granular for your dogs than it is your cats. Then perhaps you do break it out into its own message type in terms of a list.

For me, I would recommend, well not recommend. I would lean towards using like a custom field or just an additional tag. In that case, [00:30:30] if we want to stay consistent with everything which we do, we will go to here and call this master list unsubscribe, which we do, and I can add that right. I can add dog [00:31:00] size, I think it was. Right here. Now, well, this is a little different because now I’ve got, since it’s its own field, what I really want to do is if this is going to be a message type I want to have it here, like I want it to be part of this so maybe it’s a day offers about small dogs or mid-sized dogs, like I would want to add it to this first, and so this doesn’t work.

This doesn’t work for the unsubscribed, [00:31:30] but I will want to have all of my message types added here as an option in this field, because when I go back to here I’m correcting myself as we go everybody. Because as we go here I said, yeah. As we go here that’s going to be another if else to check the size of the dog. I was going to say dog then I’d go over here and say, what size of dog? [00:32:00] Then they go here’s a cat, okay, what size of cat?

If you wanted to, if it started getting too big and you started getting nervous you could have multiple sorting automations. Oh wait a minute, would you add the go-to’s to process? Yes. Yeah, Lorraine, that’s exactly what I was getting at. I like this example, we’re going to build on this. Watch this. Let’s say, [00:32:30] I have like my dog sorting, is you know like I’m doing a lot of sorting so my automation is getting big. I can do no trigger and watch this, I can do cat sorting.

All right and right here the first thing we’re going to do is add a tag, cap message type, and then [00:33:00] before I do this, I need to go here, and we need to create a cat, cat sizes, large, medium, small … I don’t know why I just inverted that. I did small, medium, large for dogs and for cats I did that. This is what happens when you build on the fly.

Let me update this. There we go. [00:33:30] Now, just follow me for a second I’ll do a couple of these and then I think you all will get it. It was cat size is large, or cat size is medium, or cat size small. [00:34:00] Then I’ll tag them respectively, large, medium, small. That’s what I’ll do here, and I’m going to make this active and then watch this, watch what I could do everybody. Let me refresh this one. Now, I can say if it’s a dog message type I can now change these and say, “Well, how about I add one before?” [00:34:30] This will get messy, so let me do this.

I say custom field, can I just do custom field? Yeah. Dog size. These don’t look like all my latest custom fields. Did I hit refresh? Hit refresh. All right. Custom [00:35:00] field, okay, I think they can make me go. It’s interesting I think since I have already set this up, it’s not pulling in my new ones or if I do that I have to tell the support, tell our product is about that. Look at that, but I bet you if I added a new, if else, it would pull in those dogs [00:35:30] and look at that.

Something I’ll let the team know, okay, so I’m going to obliterate this because I want to make this case to you all. Now, it’s a dog message type and now what we want to see is, since it’s a dog actually you know what? I didn’t need to do that, everybody. I didn’t. You know why I didn’t need to do that, [00:36:00] because we’re down the dog branch, so before I go to a multiple another action, I can say custom field, dog size is small. No, it’s not small, so I say dog size is medium. No, it’s not medium, then I’ll say [00:36:30] dog size. Ready to go, ready to go anyway is large. Okay, and after I’ve done all of that.

I will go and check something else, all right? Now, it says if you’re a dog, so we’re going to, [00:37:00] oh no, what size? We have, who knows Lorraine, who knows. We’re going to select which animal is going to be like just our primary animal that we’ll use. That’s the animal that is essentially the first automation. We go in here and say, “Hey, are you a dog trainer?” If you say yes, we’re going to go and find the types of dogs that you have to train. Now, what’s [00:37:30] interesting is both yes and no, we’ll have a go-to action because I need to determine if you’re now a cat owner.

Both of these need a go-to. You need to go to here, both of them. Both of these paths need to join and in fact, yeah, I do want to tag them, because I need to know. Well, they have to choose [00:38:00] one right, well they could have just chosen a dog. What I would do in fact is, I wouldn’t even … There we go, oh Lorraine, this was such a good question. What I would have is, everybody let’s just update it now let’s just do it. This is office hours, I could do it. I forgot the name of this thing. Okay, watch this everybody. [00:38:30] I can do information on training large dogs.

For information on training small, dogs, and we’ll just do one more, information on training [00:39:00] medium dogs. All right, I’ve got that. Now, let’s see here. Beautiful integrate, and I should be able to go to my website, refresh. All right, okay. Now, I can select on the types of dogs, the size. Here’s why I did it that way, because [00:39:30] I don’t and this branch here is click. You know what, I was going to do, I was going to say we don’t need this and just add the dog tag, but I do. I want dog, I want to be able to segment them large in a large [00:40:00] scale.

I would say information about all dogs. Okay, something like, this is what I really want to do. I wonder if I just refresh here do I have to … Okay, information about all dogs then I can determine, now it’s up to them. It’s up to them to say what they could say all dogs or they can get [00:40:30] even more specific. The trick is if they select this in that dogs. All right, all right. Can’t you add dog and dog large this way, dog. Oh, oops, let me put this up. This is a good question. We’re just working through it on the fly everybody. I don’t have all of this preplanned.

Let me see, can’t you add dog and dog large if they select [00:41:00] the large check box? Yeah, so you could, this is I was trying to do some ninja stuff, and I should just stay true to what I was doing. If we do it the way, let me just … I’m just going to remove everything. All right? What [00:41:30] we would have to do is this everybody, and one thing I don’t want to do. If we’re going to get as granular as the size, there we go. Now, all dogs should be gone. Are you refreshing the browser. Thank you, browser. [00:42:00] All right.

What we’ll do is first what I’m saying is you have to check whatever is on your unsubscribe, you have to check for that value. Whatever is on your unsubscribe form, this is essentially telling you how many if else is you’re going to have. With that in mind, what we want to do is, ooh it’s the cat, so we’ll go here and [00:42:30] do if else, and let’s say, custom field stock size small. You know what, if it’s no, we all want it to go down the same path. We’ll keep it the same, custom field, dog size medium.

We can do, if else, [00:43:00] custom field dog size is large. Now, we’re going to have our tag right, then we’re going to add, dog size small, [00:43:30] medium, and then large. Okay, you all are holding strong, thank you for bearing with me, we’re getting our hands really dirty today. At this point, we want to say when they submit this list if they’ve selected any of these sizes, we’re going to determine the size, you know what we [00:44:00] didn’t … I have tag when I really had a custom field.

Yes, they selected the custom field so we don’t need this everybody. We don’t need this, that’s the power of using a custom field. Oh, Lorraine, this was such a great example. Oh my goodness. In fact, I don’t even need to ask the sizes, because that’s going to be stored in [00:44:30] the custom field on their contact record. Oh my goodness, yes, everybody. Look see, this is what we need to do. Dog size is small or oh my God, Lorraine I don’t know if you understood how great that question was, custom field dog. Everybody, this is my mental process I go through all the time. [00:45:00] Essentially, we’re saying if you selected a dog of any size then you’re going to get the dog messaging.

Okay, if no, if you did not select the dog of any size, what I need to do is check what else you did. I go here and see if you select it custom field, [00:45:30] cat is large. You know what, I don’t want to do that what I want to do is, I want to say start my cat automation. That’s what I want to do. Oh, did I name it? I don’t think I named it. Cat sorting, yes I did. I sure did. [00:46:00] Cat sorting. What I do is this, remove both past. You see that.

The chaining automations, I guess this would be called automation chaining. They submit the form the first thing I’d do is, “Hey, did you select a dog of any size?” [00:46:30] If they say yes, the sizes are already stored from the custom field on the unsubscribe form. I already have the size stored to use later, and now I just need to put them in the message type bucket.

This is a powerful example of how you can use tags and custom fields to further define your audience, or your target I should say for the target your audience. Look, they come in here [00:47:00] and they fill out the form and it says, “Oh, you said you had a small dog,” so I’m going to give you the dog message type and then go and check your cat stuff. Now, my cats can be big small whatever or maybe it’s just cat. When I go to my sorting automation but since we had two, two sizes, or we have three sizes for cats, would do the same for cat, we’ll save the cat size is large or if the cat size is [00:47:30] medium, or if the cat size is small.

If it’s any of these sizes, yes, we’re going to give them the cat tag, if no, no, we’re going to start to read automation and do a go to here. Now, all three [00:48:00] of these automations are changed, there’s no start triggering the subsequent automations is just the first one that has it. Now, we can be very much granular at any point. What I like about these are, I can go into my cat automation and just update it, I could go to my dog automation and update. I can go into my wrap preferences automation and update it. We put what Mark says here, because this is a very good point.

[00:48:30] It seems like one could end up with hundreds of tags if not careful with the use of tags absolutely. Yes, Mark. That’s why like in Loraine’s example, we’re she has like big dog, small dog. You would really have to have a business to where that really mattered. We’re not creating tags because we can, we’re not tagging everything, or we’re not just doing stuff to do it. We’re [00:49:00] essentially looking at the most important parts of our business, the segments that the most important segments in our business, and we’re creating message types around those with tags and custom fields.

Just for the record, custom fields will help you keep your tags, your tag inventory low, but remember we’re only tagging and adding custom fields to important actionable data. Like [00:49:30] Mark said, you can go crazy before you know it you’ve got 200 tags and you can’t remember how to get to your segments. Let me put Lorraine’s in here. Boom, boom, boom. Would you return to the main dog automation at this point or run the rat one. Yeah, I would go to the rat one. Yes, exactly because it’s cleaner and more readable and yes the pre-planning is essential.

Hey, [00:50:00] everybody, do you see how easy it is if you’re building on the fly to just create this tag? Did you see what I just did? I almost had a whole branch that added dog sizes as tags before I cut myself and it was like, “Wait a minute. The same information is stored in the custom field that they selected on this page.” When they select this I don’t need to tag them, I have the information right here. They want small dogs, so if I go for circle [00:50:30] here and I say, “You know what I have a new segment.” I go to my master list I say segments, and of course I would have a large dog messaging.

I would have planned this out everybody, just for the record, but what I’m saying is I would say the tag exist that they have dog messaging and [00:51:00] custom field information on the large dogs. Both of these are true. This now becomes my large dog messaging. Again, when I go back, now remember we set this up and they’re clicking button,  they’re doing everything for us. They’re segmenting themselves everybody. [00:51:30] When I go here and I say who I want to send it to, I’m going to go to my list my master list and who am I going to go?

I’m going to say, “You know what I want my large, I want to send this to my large dog folks.” You then manually do anything. They went to that unsubscribe page said, “Look, I want large dog messaging,” and now they land in that segment. All right, let me put this on the big screen. Lorraine has a question everybody. [00:52:00] Wow. This was good. You guys really exercise my brain here, all right, can you show how to return from the cat animation to the dog one and kick off the rat and in to complete the main process. Yes, so I wouldn’t return to the dog.

Here’s what I would do, Lorraine, we’ve got cats sorting, so I want to keep you here cat, and what I want to do is this. Here’s what I would do, [00:52:30] I keep this once fairly simple no star trigger, and say if else, I think custom fields is what we’re looking at, and all rats. We say yes, I’m just going to add a text, because you all saw how I could you know do some branching if we are looking at rat types.

Maybe we did fat and skinny [00:53:00] rats. Maybe that’s the size, Lorraine, that skinny. Then at this point, we just tag them and in this automation and just for the sake of consistency in this automation, rat sorting. Say, make it active, go back here, I did this one. If no, then what I want to do is [00:53:30] start an automation, automation I want to start, let me know what page you are, rat sorting, save that. Go here. I’m moving a little fast everybody but it’s only because we did this. Now, where am I at? There we go. All right, so I want to move this tab over here. All right, so let’s walk through this everybody. We have, here’s [00:54:00] what I wanted. I want you right here.

All right, so let’s walk through this somebody comes here and they say, “Hey, I have a small dog and a rat. I want that communication.” They hit update preferences. This automation is going to kick off and then it’s going to say, “Hey, did you select any of these dogs?” Say, “Oh yeah you said you had a large dog.” That is already stored, that information [00:54:30] is already stored, and then it’s just going to give you the dog messaging type and then say, “Hey, go check and see if you filled out cat.” They’re going to go here, see oh no, you didn’t have a cat. No, so then it’s going to say, “Hey, go check and see if you have a rat,” go here. Do you have a rat? Yes, you do.

Set the message type in the automation. Now, these three automations are linked up to each other and when automation starts the dog [00:55:00] starts the rat ends it. What the dog started, the rat ended, for whatever reason, but that will be the process. What happened so quickly you wouldn’t even see it, you wouldn’t even see it. You couldn’t even count it, like you’ll see a contact entered the dog and before you know it they’re gone. They’ve gone through all of these automations.

All right, let me see what Lorraine is asking here. Let me put it up for you all. The reason why I put them up on the screen too is for the replay, [00:55:30] it doesn’t make sense like live because all you are like, “Hey, I can see your questions,” okay, but for the replay people can’t see it.” Is it technically possible to return to the dog automation? Essentially, this is what, I think this is what you’re proposing. That we come back here and then do another check like enter the cat sorting and then come back and well no, actually, [00:56:00] I don’t know why I would bring them back here.

In fact, I can make this shorter honestly and start the rat automation from here, and then really eliminate the need to ever come back. Q, R, S, T, do you all ever do this? Like do your A, B, C’s wire, just because I need to refresh this. I find I always do that actually. Start automation and I’m [00:56:30] at Q, R, yeah. That’s probably what I would do. Instead of coming back to the dog because we have our information from this one. No need to come back. Instead of using the cat enter the rat. Enter the rat, it sounds like an album. Enter the rat or like a Kung Fu movie [00:57:00] in this automation and in this automation.

Now, we have the dog which is the, ooh, there we call him the master animal, but he’s the master decision and if this automation determines if you have a dog and it gives you the dog messaging type and then add you to the other sorting automations. Now, you can have multiple sorting automations here. I really like [00:57:30] this. Oh, Lorraine, I’m glad you asked that because I don’t know, maybe it’s me because I like modular. I just think this is a lot cleaner and easier to follow. Says, “Yes I have a dog. Now go check if you have this cat, rat.” Then I go in here and say, “If I have a cat take that, if I have a rat take that,” these are very easy but powerful automations, wow.

Lorraine, let [00:58:00] me see here. Let me put this up here. All right, for readability it doesn’t make sense to me to call the rat automation from the cat one but here are the main one, so I see the whole. Yeah, you’re right because it’s kind of hidden. Lorraine, you don’t know what happens and I see that’s why you were asking from the dog because you were like, you can see the whole landscape here everybody. That’s where Lorraine was coming from. It took me a little bit to get there Lorraine, but we’re on the same [00:58:30] page.

If she goes to this automation, she can see what’s happening. Oh after they don’t, after I check for a dog I’m going to check for a cat and a rat. I have a repeated sequence that will happen for each dog and rat, so I would prefer to put it in an animation that is called multiple times. Instead of having to call the automation multiple times we can use this one, and then on the no branch we can have all of the other sorting automations we’re going to go to.

Yes, [00:59:00] so we can see it like you said it’s a lot easier for readability. Now, let’s say Mark has a question everybody, “How does all of this show that they opted in to a reference choice such as a large dog?” Let’s do it, Mark. How about that? Let me just do it. Oh this is going to be exciting because I have not tested this out and we’re testing it live right here on [00:59:30] office hours.

Mark said a large dog and you know what I want to do a rat for whatever reason. I just never had one, I’m probably scared to death of him but I want to use it. Let’s say Aren’t you glad you have the geek? Yeah, I’ve got the full geeks go out today. All right, so Mark, I’ve clicked the link in the email said, “I [01:00:00] want to unsubscribe, stop sending me this information. I don’t have the cat and my dog is not small.”

Then I come to the spaces, “Oh wait a minute, I do have a large dog, and I’m thinking about getting a rat for my daughter.” Okay, so I say keep me up-to-date with these two, and that’s it. That’s it, Chris, don’t send me anything else. At this point, they’re unsubscribed from the list when they click here they’re going to be resubscribed with these two preferences on their contact record that show that they own a large dog and that they want updates [01:00:30] about nurturing rats. All right, I see. All right. Now, let’s go to what just happened.

Mark, what you’re going to see is there’s going to be a combination of tags and custom fields. That’s when you’re truly, so you’re always going to have that combo. You should never have like all tags and you should never have all custom fields, you’re going to have a mix [01:01:00] and match which is fine. This is me. Mark asked, “Where would I see? Where would I know that I have a large dog right here?” Since this was on the form that they filled out it shows that I want information about large dogs. What’s interesting is look at, look at this everybody. I wasn’t added to that automation.

Oh [01:01:30] man, I wanted it to work the first time with no testing. I wanted to be great, thank God, I wanted to be great today. All right, that’s fine. Subscribe to master list, did I, nope, that’s off. They went to the master list and when they submit this form they should have started that up.

Don’t tell me I didn’t set the automation [01:02:00] active. Everybody I tell you all not to do this and I did it. It wasn’t active. Just take the breath out of here. I’m doing this again, I’m doing this again, large rat, UC Davis plus OH Pets. You’re going back in here, buddy and you’re going to go to that automation is how I talk to my children sometimes. [01:02:30] Oh, you’re gone. You’re going to eat that broccoli. Let me see. All right. Let’s see. There we go. Geez.

Now, look at this, automations the sorting, the cat sorting, and the rat sorting. Oh my goodness, where are my tags everybody? Let’s see. What happened here? [01:03:00] Contact did not match this condition. Oh, really. Oh I’m so glad we’re doing this because that’s not the condition that was on, you all see that? This is not the condition that was on the unsubscribe form. The condition that was on the unsubscribe form was this, how often would you like … Oh sorry. It was [01:03:30] this. What the heck was it? Let me see, it was actually this.

How would you … Oh there it is. Please select the type of communication. Large, right? Or this is what they filled out. I mistakenly remember when I [01:04:00] created those tags, I just thought that I was going to use those tags and we delete it. This is why, because this is the information they put in. They have a large small or medium dog.

Okay, and then now is when I do [01:04:30] this. Now is when I do this, and I did this and do this. There we go, that’s what I really wanted. That’s what I really wanted, that’s why I didn’t get the messaging type and I’m going to prove myself right. Large dogs cats, I’m going say, C Davis ill, [01:05:00] update my preferences. Let’s go back to my contact record. Click on that, where is ill dog, or pets ill dog? Now, he should have the official information. [01:05:30] Oh, I’m about to break something here. He’s in the, what happened? Did I say end or I think I said end. Please say I didn’t say end. Oh yeah you should have went. Please let the dog and large dogs.

Yeah, they should have fired. I wonder why he went this way, okay let me check your questions real [01:06:00] quick. Technically speaking if they don’t click unsubscribe all in the email and are taking to a pseudo unsubscribe preferences screen, they weren’t removed from the master list is that correct? Yes, if they don’t click unsubscribe all or unsubscribe because remember in an automation [01:06:30] unsubscribe is unsubscribe all.

The only time we see a difference between unsubscribe and unsubscribe all is when we send a one off automation. By the time they reach the screen, yes they are unsubscribed and the screen, the preferences screen is an attempt to get them to come back to get them to come back so it happened so quick. They were only gone for a minute, hopefully, instead of being gone forever they taken to the pseud on subscribe preferences by a second link in the e-mail. No, [01:07:00] they’re taking there by the first link, the primary unsubscribe link will take them to bet that screen.

This one. Mark, you’re right. He said there should be a pop up that asks if you want to make it active. I, 100% agree, 100% agree but look at this Lorraine, this is what I’m talking about. [01:07:30] Right here. If they click unsubscribe they’re going to go straight to this page, because I updated it. I redirected it from the default active campaign form to this page on my website so they click that button. They go here. They don’t know. No need to click another one.

Now, if you have two links in that e-mail Lorraine, you could have unsubscribe and then [01:08:00] you can have another page that says, just let me do it like this or update your, or nope, let me do, or go to personalize message update. Update your info. I like that put it in there. [01:08:30] Come on. There we go. Or update your info.

Now, if they click this link they can be taken to a preferences page where they are not unsubscribed, and they could click the links to receive whichever type of information they want or if they click the unsubscribe they’ll be unsubscribed and they’ll go to the unsubscribe page, but guess what? Both the updates your preferences and unsubscribe page [01:09:00] are the same form, so no need to like create two different forms. Your subscription management form is your subscription management form and you could have it on multiple pages. Let me see what Mark says here.

Can we have unsubscribed and change my … oh I guess, we’re all on [01:09:30] the same page. I didn’t see that Mark, so I answered that one. Good. Good, but that’s how you do it. That is exactly how you do it. Then I was going to have two links in the email. Yes, like that but I like to make the link text encouraged not to unsubscribe first. Yeah, you could definitely do that, you could split this up and make it a lot.

I will put unsubscribe at the very bottom and then say, “Hey, would you like to control getting too many emails [01:10:00] question mark? Click here to update your preferences.” Then they go there, and then unsubscribe will be the last one but the thing is now that we have this strategy. The unsubscribe takes them to the page just like the update does, so the chances that they leave and still wanted to get communication from us are slim to none. If they truly didn’t want to get communication, I’ll just close that window out, you said something good, [01:10:30] Lorraine.

This is interesting, okay? Because I think you’re right. Does the condition need to be contained? Here’s why this is interesting and I may have to bring this up because watch this, this we can change it to contains, I’m going to try it with contains. This is the exact input on the form. There is no way to even change [01:11:00] how this is presented or interpreted. It’s the same field that’s on the form. Now, let’s do contains, and I think honestly, I think this is going to prove Lorraine right, which means we have an issue. I’ve got two versions. I could be issued too. Let me refresh. Contains, [01:11:30] okay.

This is the one I want, let’s see. Let’s see, Lorraine. Large dog, rat, I’m not doing this testing just because you all are on the call. This is the level of testing I do to my own stuff literally, I run it to The Ringer, and it has to work [01:12:00] or else I would not set it live at all. All right. Contains. Let’s see.

Look at that message type dog, and it’s done everything, we have to change it to contains. Lorraine said, my list [01:12:30] count went to 180. About 70 of those are like versions of me that I need to go through and clean out, but I don’t like that everybody. The reason why I don’t like this, where did you go? This where we have to say contains is because this literally is the field option. Look, it’s pulling my fields, like we [01:13:00] should be able to say is, that it’s very confusing.

I could see people stuff breaking or thinking that it’s broke because it says is, which it should match to is. I think when you have more than one word I think you have to do contains, because by default I bet you if this was just one word and I said is that one word it would work. Since we have a sentence we have to use contains. I still think that’s error prone, but I’ll talk to the team about that. [01:13:30] Yeah right, split personalities, Lorraine said. Yes, yes, yes. Wow. Wow. This was good.

I think the biggest takeaway that I receive from here Lorraine and Mark, you’re still here too, that I wasn’t thinking about beforehand is having if you don’t want to have like all the, if else, is shown here. You can simply have a branch that executes an independent automation for each, if [01:14:00] else so that was good. That was my big takeaway I feel like it reads a lot cleaner too. All right, but this is, so now you also you can very much use this method and it’s not limited it’s not limited to just adding a tag. You could do other stuff, right?

If the message type is dog, you could do all kinds of other stuff if you need them to maybe add them to a stage in a pipeline, you know whatever. Yes, we ran into this first contains before [inaudible 01:14:30] it is, [01:14:30] one word would need that contains as well, okay. Yeah, you’re probably right Lorraine. Which still is just error prone. It’s very error prone. Let me see what you got. We got one more question here.

The first round, we first found the first name you should be used in each beginning multiple copies of the same email because they are, oh, okay, yeah. This is like [01:15:00] I said right after this call I’m going to go talk to the product guys because that’s not right. Just not right. All right, so, okay, everybody. Where we at? Oh, wow, we’re 20 minutes past, but it was a solid 20 minutes, a solid 20 minutes. Thank you all for hanging in there. If you’re watching a replay. Wow. Thank you for making it this far.

This is it. This is it. We have a podcast, so for everybody on [01:15:30] this call right now the podcast for this will be coming out this evening. All right, and then we’ll have a write up, we’ll have a guide that walks through it. Then, in the following week we’ll have a guide on message types as well. To just help you think through and plan through it all. I love this method. It’s a lot more flexible to me, and it keeps things easy.

I can still get the same type of targeted messaging using a master list [01:16:00] and these tags and custom fields. Mark, remember since you asked, remember, this is where I’ve got so many of these open now. Remember, don’t forget. Please don’t forget since the value is stored in a custom field and the tag. Remember when I go to my master list and go to segments, large dog, Look, I’m saying that tag exists, [01:16:30] and the type of communication contains the information on training large dogs.

This combination is what puts them in the large dog group, so it’s a custom field and a tag. That’s how we reach the people with a large dog. If we want to reach the people with just a dog, remember that’s easy. We already had that. We go to our master list, look at our segments, [01:17:00] and we can see dog. Dog is everybody. All are dog owners, but then if we send it to the master list that’s all our pet owners.

See, it’s kind of like a funnel. The master list is everybody who has a pet, then we can go to this segment and say everybody who has a pet that’s a dog, and we can go even further and use a custom field this is everybody who has a pet that’s a dog that’s large. On the unsubscribe page it’s not [01:17:30] the only place where we can capture the information on whether they have a large dog or not. They could click a link within an email that tells us they have a large dog, and they’re going to get that custom field populated. Here’s what I mean.

I’m just going, I can’t stop. I’ll do it down here for the sake of example and then delete it but update, and I could say right here. Large dog. [01:18:00] If they take a certain action you see what I’m saying like I’m not limited to just this form. If they do something maybe they visit a post about large dogs or something like that. I have the ability to not only have them select that they want to hear communication, but I also have the ability based on their actions determine if they have a large dog or not. That’s why this stuff is so [01:18:30] powerful using tags and custom fields because you can really cater the experience and the communication.

All right, everybody. That is it. Thank you again so much for hanging in there. This was Midi, this was Midi, it was big, but I think it was well needed, well needed. Yes, you’re very welcome Lorraine and I will see you all next week, Tuesday 10:00 AM Central [01:19:00] Standard. We do it all again. Paul couldn’t make it so the next one on Tuesday, we will go through our stages, our pipeline, and stage automation for Paul. All right, everybody. I will see you then. Thank you again for attending and have a great and amazing weekend. All right.