Office Hours – May 23, 2017

Recording of Office Hours hosted by Chris Davis on May 23, 2017.


Chris Davis: Computer, and I want to change. John, let me put your computer up. Your computer. Your question. What is all of those questions? Put your question on the screen. The sender details box on template, is there any way of changing the from and email fields to store your name and store email? Let me show you all what John [00:00:30] is talking about. This is a great question. I think this is fair. Let me do this, because I was looking at this platform. I think this is a fair discussion point that I would like to propose to you all once I show you how it functions. What is going on with my share? New share. Here we go. [inaudible 00:00:52]. You all should be able to see my desktop now. Let me [00:01:00] make it nice and big. I believe this is what you’re talking about, John.

When you go into templates, you have all of these templates that you create, or you can update or edit. Actually, it’s creating one. If I create a template, so let’s just pick this template. This is one that I [00:01:30] was just working on the other day. What John was to do is here, as you see, there is no way to save your from address, or your from email. This is intentional, because oh, okay, great, great. I’ve got one listener on the phone. Listener on the phone, if you want to participate, I believe, you know what? I don’t know what you can do. You may be able to [00:02:00] submit your question by … I’m curious, I don’t know that one yet. This is intentional. The reason why we don’t have the from name and the email address on templates is because templates can be used anywhere. Although this one, maybe you’re a single user account, you’re always sending from one person.

Oh, look at that, [inaudible 00:02:28]. What [00:02:30] will happen is, let’s say you want to use this template and adjust it, but send it from someone else. Well, you know what? I guess you could put maybe the default here and then be able to update it. The intended flow is this. Let’s say I want to send a campaign. Yeah, I could see a case for this, John, I could see a case. [00:03:00] Let me see. Oh, John test. Remember everybody, when you participate, you get things named after you in the application. What is this? I’ll do that one, that looks like a safe one. Okay. It’s got to have leads, so the master list. No, I don’t want to create that. Let’s just go next.

All right, so now when I use this template, now [00:03:30] you see it as for the name and email subject line. Since it asks for it right when you create the email, that’s the reason why we don’t require you to do it when you create the template. Because then you’d have to double up. Unless you never change the from name and email address, then it would always be pre-populated here. Yeah, John. That’s intended use to create the templates, and then the use, it’s only when you send [00:04:00] them that you set the front and subject line. Let me just make sure that was that. Yeah, from an email fields. Yep. Or not subject line, but the email field and the from. You do it right when you send. Also, just so you all know, when you create a link in a template, you do not add actions to it. If this link is this with [00:04:30] this automation. Oh, what am I doing. I don’t know.

Okay, I can add the link, but you see, I can’t add any link actions. Because link click actions are just like the from name and the from email address, they’re specific to emails, not templates. I’m going to do that. I’m going to leave this in here, you save and exit, [00:05:00] and now I’m going to cancel this. Going to refresh and I’m going to select this one. Watch what happens, it continue, and what we’ll see is that this link, it’s there, you see the link is there, but now look, now I can add an action to it, because it’s an individual email. The difference between templates and emails [00:05:30] are templates are placeholder data, images, texts, and emails are specific to who you’re sending it to, who it’s coming from, and actions that you want to track for that specific email. John’s got a follow-up then.

Katrina, I’ll come to you. You need to create a new template and not use a premade template. Oh my gosh, John, you are like a [00:06:00] psychic right now, because we are creating a guide that walks you through templates and emails, and these are the questions that we’re answering. Thank you so much for being on today and ask these questions. The answer is I recommend it, yes. I recommend it one of the first things you do, and like I said, we’ll have a guide that shows you how to do this.

After you have everything set up here, contacts are imported and whatnot, I will go to manage templates, and look at what we [00:06:30] have, and see like okay, maybe you like this one, and I will copy it. Always copy the templates in your library, and then once it’s copied, go to edit, and then make it to where it matches your brand. Maybe the background you want to use is white. You don’t want this view in browser. Instead, you want to put a logo at the top [00:07:00] right here. Do I have any images? Maybe I’ll just use my face as a logo. How about that?

The background of the column. Yeah. I could do this. There we go. Float this, maybe I want to add a spacer. Just for the record, I would never [00:07:30] use my face as a logo everybody. I would never do that. I should have a logo placeholder. This could be your logo, and then, instead of having a logo here. You see what I’m saying? You can adjust the template to match how you want your emails to look. You can have different types of emails. What I found is that businesses often have more than one type of email that they send, so maybe [00:08:00] this … Now I guess we’re competing. You have one that maybe is more branded, has a logo at the top, it’s a lot more less formal.

Then maybe you have one that’s all white text, all white background and black text that looks a little more personal. Or maybe you have another one for a weekly digest where you show an update, or a review, or a compilation of everything that you posted for the week or month. Things of that nature. There’s different [00:08:30] template types. If you do this, I’m just going to hit send. I’m going to call this meticulous, because this really is. Now I have this template in there, and this is a one time effort that I can leverage many, many times. You see this standard one stayed the same. Where did it go? Standard one is right here, so that remains untouched, but I now have [00:09:00] this one if I preview it. This is my starting point.

Remember, templates are essentially starting points for your emails. They’re not your email, they’re your starting point. You want to make sure you have all of the elements in your templates so that all you have to do is minor updates to get an email out quickly. That’s the function of templates. Katrina says she wanted to ask about snap to grid. Katrina, you and I [00:09:30] are very, we’re similarly surprised, because I don’t know what snap to grid is just yet. There’s all kinds of goodies in here, and it looks very similar as far as the functionality. Oh, look at this. Look at ActiveCampaign, we’ve got all kind of little goodies here. All right, I’m going to have to talk to the product, I enjoy these. [00:10:00] No, I’m not sure what snap to grid does yet. I’ll be very interested to know this.

Oh, here it is. This is snap to grid. You see that? It’s snapping like every, what? Every 25 pixels. Look at that, every 25 pixels. That’s what snap to grid is when you’re resizing. [00:10:30] If I turn this off, it should be a little more granular. Watch this. There. See? Then it’s a little more smooth so I can have some odd numbers in there. Me personally, I will recommend snap to grid on. I think it will help you keep things symmetrical in your emails. I like the update. Yep, that’s exactly what it is. Cool. [inaudible 00:11:06]. [00:11:00] Oh, here, let me put this up. I’m going to put your whole comment up, Katrina.

Everybody else that’s attending, feel free to ask a question at any time here. It seems to negate your margins when you send a test email. I’ll have to test that. I don’t [00:11:30] really see a difference on the screen though when creating an email. Okay, well, Katrina was typing as I was doing it. Yeah. When I had snap to grid on, all of my text was at the edge of the frame rather than [inaudible 00:11:42]. Oh, so you’re saying when you had snap to grid on, even though you may have had padding of 17. No, I’m not going to do padding there. I’m going to do this. Oh [00:12:00] here, the block. Even though you had the block padding here at 10, you’re saying it ignored it in your testing, which is another thing for everybody to make sure you remember to add padding.

A good way to do this is to always do your, I think it’s desktop preview? Yeah. This desktop preview was showing you if your content was going to the edges. More [00:12:30] so on iPhones. I’ve seen this problem more prevalently, and Gmail seems to automatically add space to the edge so your text doesn’t, but iPhones, and Outlook email clients will run your text all the way to the edge. All right, so yeah, Katrina, I’ll test that out on my end to make sure that the margins are not being deleted. When you send one snap to grid and see the difference on the [00:13:00] screen, and [inaudible 00:13:01] only showed with the test button. [inaudible 00:13:05]. Okay. All right, yeah. Snap to grid is still early everybody. If you are testing your emails, you’re going here and you’re sending a test to yourself, and it looks a little weird, try turning it off and see if that helps for now.

This is new. This is new too, like when I click on it, I just don’t recall having these little helpers, which is nice. [00:13:30] Full of surprises here. ActiveCampaign. If you all attended last week when I was talking about was a quiz that I had done a webinar with Thrive Themes, and they have a quiz builder, and since then, I’ve created these automations. Remember, I’m open for any questions as I’m going through all of this that you all have. I have [00:14:00] these three, or five, these five automations, and essentially, they all tie into each other, and they mirror the segmentation of the quiz. The quiz was asking, “Hey, how much money are you making? What’s your industry?” Based on those results, they would filter into the appropriate automation. How I was doing that was this, was this way. [00:14:30] Dumping all of the context into one master automation that acts as traffic control.

If you think of a police officer, at least in the United States, that have a whistle and they’ll be standing in front of the intersection directing traffic, blowing the whistle, like you go this way, you go that way, that’s what this automation is. When someone comes in and said, “Hey, you go here and if you meet these conditions, you go here, and if you meet these conditions and these conditions, go here and here.” It’s just directing [00:15:00] the path for your contacts. I’ve got a lot of good feedback on this. A lot of people never thought to use automations like this. What I’m learning is that these types of, I guess you could call it a best practice, but it’s a standard practice for me, is initially is like, well, why are you creating all of these automations? You’re just creating extra work, put it all on one.

When you have everything [00:15:30] on one automation and the thing starts growing and getting bigger and bigger, it just gets harder and harder to make updates, and really understand what’s working and what’s not. This right here, you look at this automation, it’s not a whole lot of arrows pointing around, you can quickly understand what’s going on. I feel like that’s more valuable than having less amount of automations. I’d rather have hundred automations, and each automation is easy to read, [00:16:00] and extremely easy to recall what’s going on, than 40 automations that are huge that I have to study every time I look at it, and perhaps call in for a support ticket and say, “Hey, what’s going on here again?” I just wanted to highlight that.

If you are on the webinar, I hear the replay is live, and I will be submitting these automations later today so these automations will be live [00:16:30] as well. Just a follow-up from last week. Let me see, Deb. Hey, Deb. Hope all is well. Good to see you. Good to have you on Office Hours. Chris, do you map out your automations prior to adding to AC, or do you just wing it as you go? On Office Hours, I very much so wing as I go. Some of them you’ll see, [00:17:00] I’ll start down one path and be like, “Oh, this is terrible. Let me redo it.” Traditionally, Deb, I’ve been known to do flow charting, and I’ll let you know what I’m doing more of now. Let me just show you this. Lucidchart is the one that I prefer. It’s a document, flowcharting application that I prefer. I’ll [00:17:30] show you something I’ve done. There are times where I’ll go in here and, oh, look at that, everybody’s updating their stuff. The subtle nice bow tie or ribbon. Yeah, so something like this is what I would use.

Look, I’m even naming them the automations. I have four automations, essentially, one for PDF download, one for a e-book download, I’ll send them the welcome email with the link. If they click it, they’re added to a email [00:18:00] series. When they’re finished with that email series, they’re added to my weekly newsletter. At any point, if they purchase, they jump down here from there, and then they start this path. I map this out digitally so that it serves as documentation of exactly what I’m trying to do in my application.

Now, as much as I enjoy doing digital flowcharts, I have found something that is even more effective [00:18:30] and easier, and please don’t laugh at me, everybody, I know we’re in the digital age, but I now do all of my flowcharting on this. Let me show you. In fact, I’m going to turn my camera on so I can show you Amazon. Oops. Hardcover. I forgot a E. Oh, this is the exact one. This right here. In fact, I’m going to turn my camera on so I can show you. [00:19:00] Which camera are we at, this one. Okay, great. You never know. All right, watch this, everybody.

Here’s my [inaudible 00:19:11], now I’ve got that, of course, the handy-dandy ActiveCampaign. Let me show you, it’s not going to be pretty just so you know. In fact, here’s me doing a website, like a landing page. I’ll sketch it out [00:19:30] on there. Let me show you all the automation. Oh, look at that. Here we go. This was a webinar. This was a webinar process that I’ve done.

What I found with doing it on paper is that it allows me, I mean, look at here. I can go back in to scribble stuff out. I can go back and, it’s just real natural. It’s real natural and organic, and I use it for everything. [00:20:00] I spend a lot of time with my kids at the park, or I’m writing on the train, or whatnot. It’s just so much easier for me to get all of my ideas down on paper. Here’s another one that I did. We were working on our LMS platform, and we just see like what do the screens look like when you login and logout? I use it for everything. I use it to map my automations, I use it to [00:20:30] get a understanding of the design. Even if I’m not doing the design. Check this out, I even use them for, this is a presentation. These squares are slides. I am very, very much analog when it comes to the creative process and automation. I feel like sometimes a computer adds a level of complexity, and sometimes all you need is [00:21:00] just a piece of paper and a pen.

I feel unstoppable, because anytime I have a good idea, I carry this thing around with me everywhere, and anytime I have a good idea, or I’m waiting, I’m just waiting on my phone, like on Facebook like other people do, but you’ll find me in where I’m getting oil change, and I’ll be sitting in the waiting room with this, map it out, and you will be amazed, Deb, you would be amazed at how fast [00:21:30] you can build automations once you map them out on paper. One thing I will do at times is hey, watch this. This right here, you see this logic going on? This is a quiz. This is a quiz that I’ve yet to build. It’s here. Anytime I want to build this quiz, I can go in there and set my branching and everything.

Anyways, I am a fan, this is the greatest Christmas [00:22:00] gift or gift anybody could ever get me. I’m as simple as it is, these things, they stand the test of time, and I feel lost without it. Let’s see. I see you got some comments. Where are we at? Katrina says mapping out your automations before hand also helps catch loopholes prior to building in AC. Yep. Or can help you work through a better option. Absolutely. It’s good to use the notebook [00:22:30] to get like your idea down, but please believe me, when you start building it out, it’s going to be different. You’re going to like, “Maybe I don’t want to do that.” The process is very free-flowing and organic, and like everything, tested. Test it, test it, test it. Make sure that you’re putting yourself through your automations to make sure that they’re functioning right. All right. I use that.

All right, Deb says, “I use [00:23:00] a line notebook for all my planning.” Yes, but may need to utilize that for this process too. I am more productive with thoughts on paper rather than digital. Deb, listen, we’re one and the same. You and I. I tell you what, there’s some digital bullies out there. Those people who do everything on the computer, and it looks so beautiful. I’m not knocking them, but sometimes they make you feel like if you’re not doing it digital, you’re not doing it right. I’ll tell [00:23:30] you, when I’m writing, like I said, I feel a lot more productive like you said, Deb. Keep it up, keep it up. Katrina says, “Same here.” Katrina says that she also has a whiteboard in my office that I use for brainstorming automations, etc. that works as on-the-fly method. Yes, you all see this whiteboard here. I am the main author of content on that whiteboard. Whiteboards are even easier, because you can erase. You can [00:24:00] erase stuff.

Hey, while I’m giving you all the resources, check this out. I have this on my wall, everybody. I would highly recommend it. You can’t beat it for the price. Oh, I thought that was me. Wait a minute, how did they know? This one. I have this one. It takes up [00:24:30] a great portion of my wall at home in my office, comes off the wall, doesn’t leave any residue, and it can be reapplied to a different wall. It’s not magnetic, that’s the only knock that I have on it, it’s not magnetic, but it can go anywhere. I use it for everything. When I’m at home, I would be lost without this as well. I guess the short answer of all of this is I love the analog creative [00:25:00] process. I do. Here, let me put this link just in case you all want to check it out. Here I’ll put this one in here just in case you want to check out this notebook.

Just for the record, am I still on camera? Just for the record, I can’t see, because I did something. There we go, all right. Just for the record, this is not 8 ½ X 11. [00:25:30] This is the 5 X 8 ¼ . That’s this one. That’s the one that I put in the chat. Kind of small. Look, size of my hand. I don’t have big hands, so it’s not a piece of paper. Or maybe I should show you. Here’s a piece of paper, and here’s this. Rather mobile, compact, and it gets the job done. All right, and brown. [00:26:00] Let me turn this off so I can focus on your questions here. Thank you for participating, Ann, and I promise to answer this question to the best of my ability. All right, Chris, just getting set up with AC, can you talk a little bit about the difference between lists and tagging? Absolutely. I previously had a lot of audience lists with contacts on multiple lists. Yep. This platform encourages more tagging in this list. Is there philosophy?

I [00:26:30] love this question, mainly because I’m prepared for it. If you catch, if you understand it just right, you will take this platform to another level. Here’s one thing that I recommend, in your spare time, Activecampaign/podcast, or just type in ActiveCampaign in iTunes, Stitcher, or Google Play. I want you to listen to intro to scaling personalization. Episode [00:27:00] seven, eight, nine, and 10. I deal with tags, custom fields, and lists. Those are your three primary means of segmentation in ActiveCampaign.

I give you exactly what you’re saying, use cases for each. I’ll put the first one in there. The first episode, I’ll put it in here, and if you want to start there and just listen to the next floor, look at that, they’re under 30 minutes, so you could easily take it in if you want to read the transcript, feel free. [00:27:30] That’s a resource. The second thing I would tell you is, let me give you the learned site.

We also have some information on managing contacts. Perfect, yes. To a couple of podcasts, but haven’t seen this one yet. Great, Ann. check that out. Let me at least give you some bearings to it. [00:28:00] Let me just go into the cam. The safest way to approach list tags and custom fields and ActiveCampaign, is to think of message types. I’m taking it that you’re coming from an email marketing platform, because you had multiple lists. Now, let’s think about this everybody. When you’re using an email marketing platform, you’re emailing a list. You’re sending an email to a list. [00:28:30] All of those emails are relative to that list.

Now, the contacts on that list are the ones that receive the email. You’re not mailing contacts, you’re always mailing a list. As long as they appear on that list, they get the email. That’s totally different than ActiveCampaign. Even though we have lists and you could essentially use it the same way, we create more dynamic grouping [00:29:00] or segmentation opportunities with your contacts so you’re literally sending emails to contacts. Not just a list. All right, so functionality wise, that’s a big difference. Because now I’m saying, instead of this list of people that have taken action somewhere, I can send emails based on behavior. When you want to start sending emails based on behavior, that’s where tags [00:29:30] come into play. When you want to start saying, “Hey, someone’s visited my website five times, I want to tag them.”

Now this tag becomes a standalone marker that starts to group people. You can say, “Hey, look, I know I have this big list of 40,000 people, but I really just want to target the people who have visited my website and that last 30 days.” You can either have a tag [00:30:00] that represents that, and then you send that email to all of those contacts that have that tag. Custom fields are the same. If we look at it as this, and this is what I talk about in the podcast is you have, there are different levels of segmentation in targeting. Your most broad are lists. [00:30:30] Lists. This is your most broad. I could say most broad means of emailing your people. If I go one level more targeted. Oops, didn’t want to do that. Little more targeted. This would be tags. More targeted. [00:31:00] Then if I wanted to get even more granular or targeted, what am I going to use? Custom fields. Most targeted.

This is the process. Starting out, a lot of people are right here, and they’re just like, “Hey, I have a list of people that did A, B, and C.” You’re just sending to these people, and maybe that’s [00:31:30] fine, but let me show you what happens is, watch this. The more targeted you get with your emails, more successful/bigger results. This happens. You’re up here, this is just [00:32:00] broad results. Oh my gosh. Results. Minor success. This is all respective. I’m not saying that you’re not successful at doing this, what I’m saying is, whatever success you have up here, you can multiply by being more targeted. This is the starting point for a lot [00:32:30] of people, they start with lists, then as you start to define your criteria in, you start defining different segments within this list that you want to start targeting, then you start having tags. Because tag can be applied across lists, across multiple contacts. Then custom fields are more like the DNA of your contacts. It’s like a part of them. It’s something that doesn’t change easily.

[00:33:00] A custom field value would be, let me say, adult or child. You’re either an adult, or you’re A child. It’s very hard to change unless you’re like 17 going on 18, whatever. It’s hard to change, it’s part of who you are. That’s a custom field. A tag can be like the color of your shirt. You can change at any point. It’s very dynamic, it’s easily applied, [00:33:30] it’s easily removed. Custom fields, not so much. That’s like the hierarchy of how they all interplay with one another, and when you listen to the podcast I go in more detail, but back to my initial statement on lists is that the safest approach getting started, everybody then knows me, and followed me for any amount of time knows I’m a big proponent of master lists. You have one list, one major list that your contacts are [00:34:00] on, then you use tags and custom fields to a segment from there.

Other people, I’m not opposed to having multiple lists, and if I had multiple lists, it would be for message types. In fact, I do want to give you that one message type. Where is it? Active forms. Think I missed it. We’re making this [00:34:30] a lot more search friendly, everybody. Bear with me. There it is, message types. Check this one out, because this talks about, oh, [inaudible 00:34:41] comment in here. Thanks for the great info, Chris. I have to jump off. Okay, see you later, Deb. Thanks for dropping in, watch the replay, and you’ll be able to pick up where you left off. Good to have you back as well. In this message types, what we’re essentially talking [00:35:00] about, let me help you all understand message type, because this is going to help you in your unsubscribes when you have multiple lists.

What I view a message type as is whenever the content of your message, as well as the call to action is, it changes, so let’s say me, let’s say I have, we’ll take the learned side. We’ll just say I’m a consultant. I am an ActiveCampaign consultant and I blog [00:35:30] about automation. Marketing automation. Now, in there, inside of marketing automation, I talk about multiple topics, but what type of messaging am I sending? I’m sending messaging on marketing automation. It doesn’t make sense for me to have multiple lists, because the type of message that I’m sending is the same. Now, what if I was a marketing automation consultant, I sent messaging on marketing automation, [00:36:00] but then I also sent messaging on, let’s say I have a T-shirt shop. Those messages don’t even relate. My T-shirt shop people that I’m teaching how to do printing and fulfillment, that type of message is totally separate from just marketing automation. I may want a different list for that.

Because that message type is so drastically different [00:36:30] from the type of messaging that I’m sending. Even though it all could very much be on the same website. Maybe my website is all about marketing and product creation. Now I’ve got product creation type messages and marketing type messages. I essentially have two lists. A lot of people say, “Well, customers and noncustomers are message types.” That’s fair, I’ll give you that. If you want to start off with one list for your prospects, one list for your customers, [00:37:00] so be it. You could still manage that with a master list using the customer tag. It’s really up to you. We have all of the education and information to make sure you’re well-informed, but at the end of the day, some people are going to lean more towards a master list, and some people are going to lean more towards multiple lists. Either way is fine, just as long as you understand your method and why.

That’s the biggest [00:37:30] piece. The resources I put in here aren’t great for that. Great. Ann says it makes sense, very helpful. Great. Amazing. I’m glad it helps, I’m glad it helps, but these are questions that may seem little to people, but these have huge results, everybody. In fact, let me tell you something. I no longer do this. I no longer send emails to [00:38:00] lists ever. I never do. I shouldn’t say to lists, because that’s a little loose. I should say, I never send emails to my entire database ever. You will never, from ActiveCampaign, from me personally, you will never get a broad email that says, “Hey there, would you like?” I’m never going to ask you what you like, I’m never going to speak to you as if you’re just one the part of a crowd. Because what I’ve found is this [00:38:30] arrow is the most true arrow I have ever drawn, and ever known in marketing automation to be true.

The more targeted you can get with your messaging, it’s the difference between you sending a email broadcast to your entire list, and you taking 5 to 10 more minutes to determine two or three different segments within that list in changing a sentence or two. Just changing a sentence or two in an email makes [00:39:00] it more personal, and you’ll get better results. Why not do that? If somebody has visited my website, my tools page. Oh, watch this, let’s say I have a tools page where I’m always reviewing the latest tools and keeping you up to date, and X, Y, Z, and someone visits my tools page. When I update that tools page, by default, I want everybody to know I’ve done it. I want to just email my whole list [00:39:30] and say, “Hey everybody, I’ve updated my tools page.”

While that may seem like a great idea, what prevents me from going into ActiveCampaign and creating a segment of everybody who has ever visited my tools page? If they’ve ever visited my tools page, I want to email them first and say, “Hey, a lot has changed since the last time you looked at my tools page. [00:40:00] I just wanted to keep you in the know that I just updated it, and the most recent suggestions and information is now on there. Here’s a link for you to check it out.” That email is a lot more personalized. It’s shorter for one. I didn’t have to do all of these tactics, and open rate tricks with the subject line, and all of that. When you start marketing like that, everybody, you free yourself from a lot of these tactics that [00:40:30] these so-called gurus are selling you. A lot of these ways that they’re saying, “Hey, use these four letters, these four words in your subject line to get open rates.”

You don’t need to do any of that, because you’re speaking to your audience where they’re at. After I send an email to everybody that’s visited the tools page, now I’m thinking of what other segments can I think of? Maybe it’s just have visited my tools page and have not. Now I’m going to send an email to the rest of the people on my [00:41:00] list who haven’t visited the tools page, and I’m going to speak exactly to them. Say, “Hey, I know you haven’t seen this yet, but a lot of people really enjoy my tools page. It’s a page where I review all of the latest technology and software for e-commerce owners. I really didn’t want you to miss out, and since I just updated it, I figured I’d shoot you the link.” Still targeted, it’s still a targeted email. Now, how much more effort to send those [00:41:30] two emails for bigger results does it take? A lot of people that don’t do that, I would just chalk it up to laziness if you’re not in the know.

Once you’re in the know and you still choose not to do it, it’s absolutely laziness. If you don’t know to do it, then you’re doing it, well, you just need to be educated. Let me see here. Katrina has a question. I hope that was helpful, everybody. I just really want you all to have the [00:42:00] biggest results in your business. These are things that have been tested, tried, and true I’ve seen over my entire career. Do you ever use automated email campaigns in place of single automations? I sure do, and any benefit in doing so? Absolutely. Katrina, I sure do. Oh, super helpful. I like the lay. Yes, yes, Katrina, watch this. Here is an automation that is very [00:42:30] common for me to build. This is because I want to automate my follow-up based on what they do. I won’t have a trigger, and I’ll name this, maybe I want to do campaign, to campaign and then whatever. I don’t know. Do page update. Maybe I even have a label in my automations [00:43:00] like right here to keep track of exactly what you’re saying.

Anytime I’ve sent a campaign in an automation. Maybe I even have a label here called campaigns. Now, anytime I create one of these automations, I’m going to put them in that label so that I can remember which campaigns I sent. One of the first reasons to do this is because if I want to track, if I ever later say, “Who [00:43:30] did I send?” If I want to create a segment of people who have received an email, and right now our segment builder does not allow us to do that. It does not allow us to trigger off emails sent.

If I put that campaign in an automation, it gives me all of the contacts who receive the email, because they’re in the automation. See that? That’s the first benefit. The second benefit is this, this is the second benefit. Say, “Hey, check this out.” [00:44:00] I send the email, and I’ve even used this, hey everybody, I’ve even used this to launch a product like over the weekend when I knew I was going to be out and about with my kids, and not be able to automatically send emails based on what they done to the email, I’ve done this.

Then I want my kids all Friday and Saturday, and came back Sunday and looked at my account, and it had sales. This is a campaign essentially. What I want to do is I want [00:44:30] to wait, let’s just say a day, I want to wait a day and see if they’ve opened it. If they’ve opened the email. Now, after a day if they haven’t opened the email, no, I want to send them a reminder, and this will all be automated. Reminder. I can’t [00:45:00] do this automatically with a campaign. Now, if they have opened, next I want to know if they’ve clicked. You don’t have to go this granule. Click the link, and hey, check this out. You don’t have to go this granular, I’m just trying to give you an example of why.

Now, if they have opened and clicked, at this point they’ve seen it after a day, I waited a day and saw, and maybe you want to wait a couple days, [00:45:30] it all depends on you, give people time to interact with your email, and now what it will allow me to do is just create a little more dynamic follow-up based on their action on this email. Remember, this is the email I would have sent as a campaign. If I send it as a campaign, what I have to do is this now. I have to manually go in and look at all of my campaigns. Have I ever sent one? Go into my campaigns, and go into resend [00:46:00] options, send a new contact, send to contacts who have not read or opened this campaign. It’s a manual process. If I’m not going to be able to babysit my email and go in here and manually do that, I’m going to do it all in an automation. That’s what this essentially does right here. Have they opened it or not? Send a reminder.

Then I can start speaking to the now. Now everybody look, right after this point I’m targeted. This is my targeted area. Say, “ [00:46:30] Hey, I see you haven’t seen my other email, I hope it didn’t get lost. Here’s a quick reminder of whatever, right here.” Now, if they get to this point where they have clicked, they have opened and they clicked, I can be a lot more specific because they’ve opened the email, they’ve clicked, so they’ve seen my page and they still haven’t taken action or whatnot. Say, “Hey, I just want to reach out and see if you had any questions. I see that you had a chance to check it out, and I know sometimes a lot of text can be overwhelming, [00:47:00] so I wanted to extend the offer to answer any questions you may have individually.

Just shoot me an email and let me know, and I’ll reply to this email.” Or if they’ve opened and haven’t clicked, the goal is to get them to click. Say, “Hey, first off, thank you for checking out that last email. I just wanted to make sure that you had the link, because there’s some really good information that I wanted to get to you, so I don’t want to take too much of your time, but here’s that link again.” So that they can click. [00:47:30] The whole goal is to start with this campaign that I would have sent regularly which is targeted, and then be able to just get a little more targeted for my messaging for the specific action. All right, so let me see what you have, Katrina. Oops, what happened, Katrina? We’ve got a couple questions in here.

All right, so Katrina says, “Okay, what you doing in [00:48:00] an auto verses creating a single campaign with a type being automated versus standard, and the build of …” I almost get this, but you are doing it in an automation versus creating a single campaign with the type being automated versus standard in the builder. Oh, oh, you’re talking about when I go here. [00:48:30] You’re talking about here, when I go to new campaign and I’m doing automated. Let me say Katrina, auto. If I do this, this is what Katrina is talking about. Instead of doing standard, she’s talking about the auto.

What it will do is it will send me right in the automation builder where I can start my automation. Yeah, I skipped that step and went straight to the automations, because I knew that [00:49:00] it would take me here, versus if I go back to campaigns and say, “New.” Go standard. You see this? Send a regular one time email campaign. Essentially, what I just showed you all, is create custom sequences of email actions and conditions. That’s the one I just did manually. Yes, you’re right, you’re right Katrina. The benefits to that are, like I said, just being a little more targeted with your follow-up in an automated way. You’re [00:49:30] out for the weekend, and you just know you sent this on Friday, on Sunday, all of this is going to happen. On Monday, when you’re back into office, you can look in, check out the results. Yep. All right. Okay, all right, yeah, yeah. Keep me up-to-date with how she has her account set up. I’m interested to see that too.

Oh, here you go. Let me read about your client. [00:50:00] Let me see this, and then Tia, I’m going to get to your question. I have a client who sends all of her opt-in deliveries about 16 in total my automated email [inaudible 00:50:10] and then building automation [inaudible 00:50:14]. Trying to understand her preferences, but it just sounds like she doesn’t know what she’s … Not say she doesn’t know what she’s doing, it sounds like she’s not familiar with all of the platform’s functionality. I’m trying to think. [00:50:30] Automated email. Are you saying by not through automation she’s using, not through automation, she’s actually using this? Like autoresponder? Wow. You know why I think she may do it? This is good feedback. Maybe the name autoresponder is the reason why. [00:51:00] Watch this. Let me show you what happens when you set up an autoresponder. I believe autoresponder is relative to the list.

Everybody, what an autoresponder is going to do is anytime someone joins the list, it’s going to send out this email. Every time someone joins the list, that’s one of the reasons why I don’t like using the autoresponder, because once you start [00:51:30] implementing other third-party tools, people can join lists in multiple ways. For instance, what if they assigned a full webinar in the webinar platform as indirectly to a list? The last thing I want them to do is get this email every time they register for a webinar. That’s crazy to me.

Essentially, that’s why we have forms, and forms start triggers so that you can use an automation to do that, instead of using an autoresponder. You know what I can see [00:52:00] this being useful for? If like a newsletter, if you have a list specific to newsletter, and for everybody that subscribes to your newsletter list, you want to give them the same welcome email, like welcome to the newsletter, here are your most important links, X, Y, Z. In that case, yes, set up an autoresponder, you know, you can put it in here, save it and exit, and forget about it.

Again, me personally, I would like to do this in automation, because here, let me [00:52:30] show you the problem with the autoresponder in my estimation for people doing it. Watch this, just watch. Use this design. This is why. Welcome. I don’t know what that is. Watch this. I’m going to save and exit this. Now, how do you know … [00:53:00] I don’t want to save anything, next. Sorry. Okay, review it, all right, everything’s all good, I’m going to finish this. Your campaign has been complete. Go back to my dashboard. Where do I see that that’s going out? Where? Where do I see that that’s going to be sent every time someone joins my list?

[00:53:30] The only way I could see that is scrolling down here, actually is going to here, auto responders. This is it. These two are live. This is the only place that I can see it, so I don’t want to say it’s buried, but I find it a lot easier if it’s an automation with a name. I just find it easier to find, and then remember what’s going on. [00:54:00] If I want to do subscribes to list, why not I just do it here? Subscribes to list.

Now, this is much easier for me to follow, and I think, Katrina, the word autoresponder is what she’s used to using, or your client, could be a he, is used to using, and they’re probably coming from an email marketing platform and don’t know that you can use an automation to do that. It would be a [00:54:30] lot more targeted. Yes. Yeah, I would not do that at all. Especially if you want to check and see if they’ve clicked the link or not. I would want to put it, [inaudible 00:54:45] in there, just so they can go down each path and I can determine what they’ve done. Okay. All right, Katrina has one more question. She says she’s tried automations [00:55:00] for delivery in the past, but first autoresponder method instead, and I just can’t … It might just be her comfort zone, that’s what it sounds like, Katrina.

It might be her comfort zone. It may be a losing battle, because it sounds like she is so … Which is fine, as long as it’s getting results. If it’s something that keeps her from stressing out and not using ActiveCampaign, so be it. Let her use it the way that she’s comfortable so that [00:55:30] she will continue to use the platform. The worst thing I would want someone to do is have a reason like that to prevent them from using the platform. Yeah, it would drive me crazy too, Katrina. All right, let me see here. If you have a minute asking for a customer, can you talk about using automations for setting up email sequence for upcoming impasse webinars? Yes, running webinars in ActiveCampaign, let me see, I got two more questions. You’re [00:56:00] very welcome, Katrina. I’ve got so many. Webinar. There we go. Pre-registration and webinar registration, I think. All right, great, great, yeah, this is what I wanted, preregistration, and this is not what I wanted.

All right, so that’s fine. There is, essentially, two automations [00:56:30] you’ll need every time you run a webinar. At least two. I’m going to change this. I keep this one, I’m going to change this one. Webinar registration. You need a registration automation, you will need that. I probably would have just been better off starting from [00:57:00] scratch instead of deleting all of these. The whole goal of the webinar registration is to send a confirmation email if you’re sending one. You may choose that, like if you’re using GoToWebinar, you may just let GoToWebinar send the confirmation email. For the most part, the reason why you want a webinar registration, so I’ll [00:57:30] say we’re not going to do that, is to update data. Update data on the contact’s record. Update the contact. You’ll want to make sure, where’s the webinar date? I thought I had webinar date as the event date. To the specific day of the webinar.

For now, I’m going to have on the 24th. Now they have a custom field with the date of the webinar, the 24th, [00:58:00] and then I’m going to update the webinar title so I can use this in my follow-up email and be more targeted and specific with my email. Whatever other custom fields created specific to our webinar events. After that, what we’re going to do is start an automation. Look at all these automations. Preregistration. Okay. Then I’m going to throw them in there. [00:58:30] Now, every time someone registers for my webinar, I’ll say submits a form, every time someone registers for my webinar, I’m going to set the date and the title.

Now, of course I have to come in here and change those two, every time I have a new webinar, but that’s it. That’s all I have to do, because now they’ll be added to my pre-registration, which is basically going to go look for days before the event. [00:59:00] Three, seven days. This is all backwards. Let me do ten days. Because that just wouldn’t make sense. Now I’m using date-based goals. Oh, I’ve got to take it off. What I’m saying is, though the reason why we use data-based goals is so that they can jump to the right reminder regardless of when they register for the webinar. [00:59:30] Because you can’t assume everybody’s going to register two days in advance. If somebody registers 14 days in advance, they’ll get all of these when they’re added here. If they register eight days before, they’ll skip this, and only get the seven days. In fact, this is not supposed to be here. They’ll come into this automation and wait here.

Essentially. they’re going to wait here forever, because they missed [01:00:00] 10 days. Because they’re at day number eight. Guess what? At seven days before, they’re going to achieve this goal, skip this email, and get this email. The same if they register for three days out. They register three days out, they’re going to come here and wait, essentially forever, because they missed 10 days, they’re going to wait here, and then when it’s three days out, two days out, one day out, boom, they’re going to jump down here and get the one day reminder. Using date-based goals, [01:00:30] there is actually, for you all, let me give you this. This link to an article I had. I actually have these automations built for you all. You can import them right into your account. No need to try to build these, and there is some narrative around them. Wow, we are pushing out content on the blog. Here it is.

Dynamically [01:01:00] marketing your live events. There it is. That’s the link. Visit that one, it breaks it all down here. Date, and conditions, goals, how the plus and minus works, where you can send your emails. This is essentially the mirror of what I’m doing in the automation. See, seven days, three days, one day. Then after the event, you can send emails, and I’m just going through how to build it out. Look, you can get [01:01:30] the automations right here. This is most definitely how I would do it. I would definitely do it this way. Ever webinar I’ve ever run through ActiveCampaign, I’ve used that way. I’ve never had any issue with somebody saying, “Hey, somebody got the wrong reminder.” They can’t if you configure these correctly. These date, this is the trick, date-based goals. The article I put in there breaks down date- [01:02:00] based goals. That’s how I would do it.

All right, we are at our time. Oh, great, Tia. Glad that works. We’re at time. Thank you everybody for attending today. This was very fun. Thank you for all of your questions. I hope to see you all on Friday. We do Office Hours twice a week, Tuesday at 10 AM, Friday at 1 PM. Oh, wait a minute, it looks like I had a question. Oh, okay, yes. John, you’re very [01:02:30] welcome. You’re very welcome, John. Thank you, thank you for attending. Hopefully you all will come back on Friday. Use the app in the meantime. Any questions you have, bring them. Bring the questions, and we’ll work through them together, everybody.

Because the goal is to give you the clarity so that you can use a application. It is not until you start using the application that you really start seeing the power and your creativity starts flowing. It really start slowing and going, you’re like, “Oh, what if this?” [01:03:00] Then you’ll start, and you’ll try to implement it, and then maybe you’ll run into an issue, and now you come to Office Hours and say, “Hey, I was trying to do this but it wasn’t quite working. Is this the right approach?” Then we could talk through it, and everybody benefits. That’s why I really enjoy Office Hours, and being here as a resource for you all. With that being said, signing off. See you hopefully Friday, have a great week in between time, and yeah. Automate responsibly. See you on Friday.