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Office Hours – November 28, 2017

Recording of Office Hours hosted by Chris Davis on November 28, 2017.

Topics covered in this session:

  • Troubleshooting goals in an automation
  • Handling attachments in emails
  • How to prevent contacts from entering an automation multiple times

Transcript

Chris Davis: All right. Starting from here … Aliene. Let me see. One thing about Aliene’s question I want to point out is she did something really good, and I want to let you all know that this is absolutely the right way to do things. All right? This was a first time automation that we went [00:00:30] over last week, I think it was, Aliene. I think we went over it last week. And I often tell people, the first time doing automation, more than likely something isn’t going to work. And for that …

I’ll read through it and then I’m going to highlight what Aliene did so well. I want to really make sure that you all have that as a main takeaway. She had her automation set up to go out November 17th, and she said it didn’t go [00:01:00] out as planned, and she would like to love … She would like to love. She would love to learn from her mistakes, and just have a set of eyes look over everything. She’s thinking it’s because the first email was still in draft, so here it is. I ended up sending the first email out as a campaign. This right here. Aliene, if you can put the shared URL in the chat so I can import your automation into my account, [00:01:30] that’d be great, but I want to just quickly highlight this. In order for Aliene to send out this campaign, she had to know that it wasn’t working. In order for her to know it wasn’t working, she had to be monitoring.

I cannot commend you enough, Aliene, for this. This is something that seems very small, but it … You have to do this when it comes to automation, especially your first one. I like to treat my first automation … Even me. [00:02:00] I’ve built many, many automations. Treat it like an infant right now. Would you leave an infant unattended to for a prolonged period of time? You absolutely would not. Automations are the same thing if we take that approach. When you first build an automation, no matter the complexity of it, you want to monitor it. You want to watch it. You just want to make sure it’s doing what it’s supposed to do. And as you learn, as we’re going to learn today and say, oops, I should have changed [00:02:30] this. Oops, I should have changed that. Every change grows up your automation. And essentially, at some point … Eventually, I should say. At some point, your automation will be a full-grown adult, able to operate on its own and need very little maintenance.

But starting out, always make sure that when you build an automation for the first time … I’m not talking about your first time in ActiveCampaign. I’m talking about building a automation for a specific function for the first time. Just make sure you [00:03:00] look over it. Some automations grow up a lot faster than others, but some do need that attention and care. And I’m so glad you paid attention, Aliene, and caught it. And then the second part to this is she sent out the campaign herself. Listen, if the automation doesn’t work, or if there’s something wrong, feel free to jump in there and do the manual override. You have the email. She had the content. So she just went in there, grabbed the content, and sent the email out to them.

To the [00:03:30] end user, it’s all the same. Right? They have no idea what was send via campaign and what was send through an automation, but now that we’ve got that taken care of, we’ve bought ourselves some time to go back and reflect and see what happened. So that’s what we’re going to do. All right? I’ve got the automation link now, so let’s import it into the account and let’s get started.

[00:04:00] All right, David, I got to see your other question. Good job. David’s jumping right in there. I will get to that as well. Let me hook up the … You know Wi-Fi always tends to go slow on me. Let me get wired in here for you all. All right. Let me see here. I don’t want to reset my connection. Let me just do another browser. [00:04:30] Of course. Oh, don’t do me like this. It says plugged in. All right. Hopefully you all can still hear me. Oh, maybe it’s ActiveCampaign that … We had a outage yesterday that we had to fix. Ah, it was my internet. All right, great. Everything is up and running [00:05:00] here.

All right. Let me import this automation for you, Aliene, and everybody. Let’s look this over. And real quick, as I’m doing this, let me see if there’s a question I could answer. Attachments possible in ActiveCampaign. David, no. Not in the sense of uploading a file to ActiveCampaign and sending it out. It would be convenient, in a way. [00:05:30] I spelt that all wrong. It would be convenient, in a way, because it minimizes the steps, but I recommend using a service like Dropbox, Drive, Box.com, Amazon S3, where you can host your files. It is an extra step, but that’s what I recommend doing, because as of right now, [00:06:00] you can’t upload any files to the server. All right?

Let me import this automation really quick. All right. And I’d imagine it’s going to have … Yup, no problem, David. It’s going to have me update the emails, the email from again. While that’s loading, let me go up here. Oh, okay, great. David has a question on lead scoring. That’s wonderful. I [00:06:30] can’t wait to get to that one. All right. One, two, three, four, last step. Last step. If you’ve never imported an automation before, this is the import wizard. It just updates all of the information to your account, because [00:07:00] when you share it from someone else’s account, it has all of their information in there.

All right. This is what Aliene was talking about. This one was currently in draft, so I’d imagine perhaps some people didn’t get this one. Tell me this, Aliene; in your account, are people queued here? Is everybody queued right here at the second goal? Because that’ll let me know at least the goals [00:07:30] are firing correctly. And Aliene, as you type that … David, I’m just seeing you say this. I suppose I could find a way to host the file on our website and send a download link. Yes. I do suggest that.

You bring up a really good point when you say, “I assume the download link is better, because the attachments will get caught in spam filters.” Well, here’s the thing. [00:08:00] Some downloads are bigger than others, right? So even if it doesn’t get caught in spam, sometimes it’s hard to deliver bigger files. What I’ve found across the board, sometime … I don’t know about you all, but I’ll create a PDF that seems to be fairly basic and straightforward, and when I upload it, the thing is five megabytes. You know? It’s three to five megabytes, I’m like, whoa, whoa, whoa. And I’ve got to go back in and put the quality down from best [00:08:30] to fine, or something like that, to get the file size. But that’s somebody who’s seasoned to look at the file size. Everybody is not using Gmail who can receive big files. And even if so, if you’re on a mobile device or a slower internet connection, those larger files can really slow down the email. Those are things that take into account when it comes to using [00:09:00] a link instead of uploading the attachment, right? Because the link will always take them to the attachment they can download. And that way, if they do have a slow speed, it’s not going to affect the readability of the email.

I’m glad you asked that, David, because I never thought about it in the terms of uploading any size and it slowing down the performance of the email, which is bound to happen. It’s bound to happen. [00:09:30] Okay. Yes, so Aliene says, “I made the whole automation active.” Yes. Okay. Aliene, by queue, do you have a number of contacts? Sometimes when a contact is waiting … Well, all the time when a contact is waiting at a step, it has a number of people there. Do you have that number at the second goal? Let me see if I can show you an example of how one of mine’s looks. [00:10:00] How about this? Nope, because that … Okay, she’s checking. That would be … Here we go, this one probably has one. Yeah, there we go. This is what I’m looking for. The number right here, queue.

Because essentially, they should [00:10:30] all be … In your automation, they should have come … What is … Oh. They should have come in here, and then yesterday, they should have went … Because it was the 27th. What is this? 27th at 5:00 AM, they should have gone to here. You may have some up here, though, if they came in after 5:00 AM. But essentially, they should have went through here, they would have skipped this one because it’s in draft, and then they should be all queued here at the December [00:11:00] 4th goal. Let me know if that’s the case for you. All right?

While you’re doing that, let me get David queued up here. All right. Of course I’m already in this, and I don’t want to set people … Beautiful. This looks like a really good question. Paste and match … All right. I’m still [00:11:30] looking for you, Aliene. All right. I have a question about lead scoring, David says. I’ve set up a contact score that gives points when someone opens an email, but sometimes, people open an email … Yes. I know, I know. They open an email 47 times, right? That skews the ability to know whether or not they are actually engaged, or if something weird is just happening. I don’t want to send people to the sales automation prematurely, so I disabled the automatic transition [00:12:00] from nurture automation to sales automation.

All right. Good question, David. I’m going to answer … Ooh, this is a really good one. Aliene says … Okay, so I have all but two contacts queued up. How do I move … Great. Great, great. Everybody is here and two are here, right? There’s two at November 27th, and everybody else is at December 4th. Correct, Aliene? [00:12:30] Great, perfect. Your goals are working. That’s a good thing. And you are correct. Your sleuthing proved that you knew exactly what you were talking about. The only reason they didn’t get this one is because it’s in draft. If it wasn’t in draft, they would have received this and they would all be waiting here. The two people who did not pass through, they had to have been added after this date at this time. That’s why they’re still there. But December 4th, when [00:13:00] it’s December 4th at 5:00 AM, guess what? This goal is going to pull them down here and send them this email. So you don’t need to move them. That’s the power of these goals. If anybody misses a previous step, the goal below them, when it’s true, is going to pull every contact that’s above it down to its step.

Yes, absolutely, Aliene, you don’t need to do anything. In fact, you did a great job with this one. [00:13:30] It’s proof that you’re well on your way, Aliene. This is really good, like I said. So December 4th, watch it right after 5:00 AM. I say 5:30 AM, you should see that any and everybody who is waiting should all get this email, and then your total number should be down here. And if anybody comes in after December 4th, they will be waiting here. [00:14:00] But then when it’s December 11th, they’ll get pulled down here. It’s kind of funky when you actually see it happening. You’re like, oh no, they’re stuck up here! But then when the goal executes and pulls them down, you’re like, oh, I get it. So it takes a little bit to get used to what goals look like as they’re executing.

Great, great, great. Yeah, Aliene did a great job, David. Yup, you’re correct. Okay, so David has a fun [00:14:30] one, everybody. Cracking my knuckles here, because as I mentioned last week, I’ve been going through a little bit of automation withdrawal, and my holiday weekend was a bit more busy than I anticipated, so I didn’t get to jump into my account as much, but now I get to test some stuff out. Let me show you all what David is talking about. And David, correct me if I’m wrong. When you say, “So I want to disable the automation transition from nurture automation [00:15:00] to sales automation,” that automatic transition is based on that lead score. Which is … The criteria is opens. And since someone can open one email multiple times, they could prematurely be moving from nurture to sales. Yup, okay. David says yup. Think I had it at 50 points.

So, David has it to where at 50 points, when someone is engaged with an email or any other criteria, they get a point every time. And when they get to 50, [00:15:30] he automatically transitions them from the nurture stage to the sales stage. Okay? What’s throwing it off is that you can open the same email. You see what I’m saying? You can open the same email more than once, and then you can get points for that.

Let’s work through this. David, for your lead scoring, you have it … Since it gives points whenever someone [00:16:00] opens an email, you’re using an automation that has a start trigger with opens email, right? I’m envisioning yours probably looks like this. Opens and reads an email. Campaign. Any email on any list, and it runs multiple times at a start, and then we’re going here. Contacts, [00:16:30] adjust score, and whatever the score is. Do I have one … I just say the 30-day email engagement. Add one point. Expires never. All right?

This is essentially how yours is set up, right, David? At a basic level. I know you have more stuff going on. But every time someone opens an email, you’re giving them a point, to a specific lead score, right? Okay. And what David wants [00:17:00] to do is say, well, wait a minute. Did it save? What David wants to do is say, well, wait a minute. I don’t want you to keep getting scores back to back to back to back. Now, this can be very difficult to manage, because it can be any email. Any email. Okay?

I’ve actually had a very similar situation in the past, and David, [00:17:30] here’s what we had to do. We had to limit the amount they could … Essentially, we had to … The maximum amount of points they could get on a given day was one point. Okay? And because it’s not like we’re sending more than one email a day. And what it did is we end up having … And it’s probably similar to you, David. You probably have 20 to 30 emails [00:18:00] that … Because this is going to look for any email that’s ever been sent. They could have an email from last month that they open, and like you said, they can open it multiple times. So in my test case, when I was testing this out, trying to figure out a way to best mitigate that, the best thing you could do is limit the points to one day.

Because I’d imagine if you look into your account and the people who have opened up the email multiple times, it’s probably happened within that day. Right? They probably just opened it up and then [00:18:30] they move and said, oh, let me read it again. And maybe they’re at home, they’re reading it multiple times within a day. Okay, so let me see here. Yup, okay, that makes sense. But what about points for when it opened and more points for a click? Yup. Yes, that’s right, [inaudible 00:18:48] opens in the same day. Yes. Great, great, great. We’re on the right track, David. Here’s what I would do. I’m so excited, because I get to build something. Bear with me, everybody.

All right, so here’s [00:19:00] what I would do. I would add the point, and then watch this, David. Watch. It’s going to feel like I’m doing a trick, but it’s not really a trick. I’m going to wait for a day. And then … I’m too anxious, I need to calm down. All right, Chris, this is going to work. Because I get to show two features that I want to use. Well, it’s really one feature. And then I’m going to just specify in this automation. And remember, everybody, if I didn’t put in this automation here, [00:19:30] if a contact reaches the last step in an automation, the automation is over. By selecting in this automation, it serves as a visual indicator of what’s happening. It’s not required, but it’s really nice for you to be able to quickly jog your memory on what’s happened.

Now what are we saying? The contact reads any email, they’re going to get a point. We’re going to wait a day, then we’re going to end this automation. Well, the day is going to [00:20:00] be our threshold that they can no longer enter this. They cannot re-enter this automation for an entire day. That’s what I want this wait one day to do for me. Okay? And in doing so, I now need to go up here and I don’t know who … I mean, if you all are using this. I’m going to segment the contacts who are entering this automation and say … Where are my actions? Actions is not [00:20:30] in automation. Not currently in automation, and it’s going to be this one. Okay? See how that works now?

David, this is why I was excited, man. Man. Got to build, I got my fix. Look at what we just did, everybody. We just said [00:21:00] when a contact reads any email and they’re not in this automation … Promise I said David scoring. Maybe I didn’t. There we go. And they’re not in this automation, well, guess what? I’m keeping them in this automation for a day! So for this entire wait period, they can’t come in this automation, which means what? They can’t get another point until the next day. They can’t get [00:21:30] another point till the next day. All right?

David, thank you so much for asking this question. This is how I would control it, because in review, most of the times when you’re getting those multiple opens, everybody, it’s coming from the same day. And by doing this, it’s not a direct one-on-one saying, hey, you opened this email. You know, it’s not counting unique opens. But this is very much closer [00:22:00] to providing a solid engagement score, or a solid open score. Email open score, lead score, for that contact. And essentially, we’re gating their ability to quote unquote “cheat the system” by racking up points by just opening the email multiple times in one day. All right? So that’s that.

And then, David, what I would have … Let’s call this opens. [00:22:30] Opens lead scoring. And then, David, what I would have is you could do the same thing for email link clicks. And instead of having this being any email, it could be any link in an email. I don’t know why that keeps doing that. It could be any link in any email as your start trigger. In fact, I’ll do this in the same automation, but essentially, this would be a different automation. It could be this [00:23:00] one. Clicks the link on any email, any link. Any link. On any list, any link, right? Runs multiple times. I can configure like that and do the same segmentation. And then I could give them more points for a link click. Maybe I want to give them five points for a link click, and one point for an open. As I mentioned, they can only get those points in a 24-hour span.

[00:23:30] The one thing that may be interesting here, David, is playing with this. Maybe you want to do 12 hours, 18 hours, I don’t know. But one day is safe. When I used one day, it actually solved all my issues. Every single one of them. I didn’t have any issues with people opening it multiple times in my specific use case that was really similar to yours. Yup. This is a cool little trick, everybody, right? You can segment people. You can prevent people from coming into [00:24:00] the automation. I’m going to have to report this, because it always pulls up this … Oh, I think it’s pulling up because I haven’t activated it and refreshed. So David’s email is probably automation 271. I get what … It’s me. I need to activate this and refresh the automation. I get it.

But this is a great way to prevent people from entering an automation. If you wanted to [00:24:30] isolate them in the automation, you could have waits in here for a specific period of time, or if you just have a nurture, you can use that advanced option there to say if they’re already in this automation, don’t let them back in. Katrina, I believe we talked about that in the Facebook group, because you had already had some duplicates in there. But this option, that advanced setting, [00:25:00] is a good way to prevent people from entering if you don’t want them to receive multiple emails, as well. All right. I just made those adjustments both on my click and my email … Yes, great, David. Oh, man, David, fast work. I love it. I love to see it. Let me know how that works for you, David. I love to hear back, whether you jump on Office Hours or report in the Facebook group. But really great use case, and thank you.

David, [00:25:30] I don’t know if you were on last week, I can’t remember. But I watch itching to build an automation, so you helped me out, my friend. You helped me out today. Yes. You’re very welcome. Very welcome. All right, let me see, Katrina. Katrina says, “Unfortunately, thought the duplicates all entered at the same time, so even if I had a filter in place, I don’t think …” Oh. Oh, wow. How did that happen, Katrina? Was it through the APR [00:26:00] or something? Because in that case … Oh. Oh, I got you. I got you. That makes sense, that makes sense. The only … Well, you bulk added them. Yeah, so what you would have to do in a … Yup. Yup, there’s no start trigger, because you added them directly. Katrina, I know you know this, [00:26:30] but I want to share this, preventing duplicates.

I want to share this with everybody. If you come into this use case, this is very common, what Katrina did. Very common. What she did is she had an automation. Let me build out a … I wish I had … Let me just build one out, really quick. Katrina had an automation with no start trigger. I’m not sure if you all knew that, but you can start an automation without a trigger. This is [00:27:00] normally the case when you’re manually adding them, or you’re manually adding contacts from within another automation. What we’re going to do … This is what I want to show you. What I want to do is this. Yup, that makes sense, Katrina. Oh, oh no. [00:27:30] Oh no, I got the dreaded red text. All right. Man, my connection is really slow.

What you want to do as the second fail-safe … Katrina added all of these … Imagine this, everybody. You have maybe a CSV or you’ve got an exported list from a platform that you own. This is not a purchase [00:28:00] list or anything like that. These are your contacts, and you’re adding them. You could have even exported them from ActiveCampaign or wherever. Facebook, I don’t know. And you’re adding them back into ActiveCampaign manually. And when you do so, you’re determining which automation to add them to, and here’s what I mean. Let me see here.

Because when you add them, you have … Let’s just say [00:28:30] I wanted to add all these. You’re doing something like this, add to automation. Okay? And you’re adding all of these contacts to that automation. Now, when you do that, all of those contacts are going to be entered into that automation, whether the automation has a start trigger or not. It’s going to bypass the start trigger. Okay? What’s going to happen is, now you have … [00:29:00] If there are duplicates in that initial batch, that condition that I just set before … The condition I had on the start trigger before would no longer work, because they are all added at the same time. Right? The condition before was saying if they’re already in the automation. But since everybody was added [00:29:30] at the same time, there’s no way to tell who was in and who’s not, because they entered at the same time.

What would happen is Katrina would have something like this. You’ve got some drip functionality. I’ll just do one more email for the sake of completing this example. You know what I could do? I could select … No. Oh, here. There, yeah we go. I don’t want to see that red. [00:30:00] All right. Save that out. Okay. In that case, what’s going to happen? Since a contact can be in this automation multiple times, they’re going to receive two versions of email one. They’re going to wait for one day, and then receive two versions of email two. How do we prevent that duplicate from happening? [00:30:30] Let’s just say we couldn’t catch them on email one. We couldn’t catch them. They’re waiting right here. What you would do is go to an if else, and we’re going to check. We’re going to do a check. We’re going to do a check, and go into actions, and says has been sent. Okay? If they have been sent email number two. Okay? [00:31:00] If they’ve been sent email number two, we definitely don’t want to send them email number two. If they have not been sent email number two, we want to move the single action here.

And here’s the hopes. We’ve got a race condition here, Katrina. We have a race condition, because the processing of these wait conditions will probably happen faster than the sending of the email. [00:31:30] This maybe takes a nanosecond to process, and they’re going one by one, and it may take 30 seconds for the email to send, or an entire minute. So in that case, it still wouldn’t catch that condition, Katrina. See, this is why I’m glad we’re talking through it. It still wouldn’t catch the condition, because they’ve all been added at the same time.

Ideally, if they weren’t added at the same time, this would catch it. This would say, hey, only send email two if it hasn’t been sent, and go there. [00:32:00] But since they all entered at the same time, yeah. Yeah, that’s a tough one. That’s a tough one. I would say, Katrina, actually for this one, you would have had to remove the dupes of the duplicates in the list before adding them. Yeah. Because that’s what’s throwing everything off, is they were all added at the same time. But if it was like they opted in [00:32:30] on their own, then yeah. Yeah. That’s … Wow. Okay. Couldn’t find a reason why it happened, but oddly enough, it happened to a few others users I know in their … Okay. Yeah. You know what it could be? It could be people who use plus addresses and things of that nature, so they look unique, but it’s the same person. But it would have been a different contact in ActiveCampaign. Yeah, [00:33:00] in that case, I would just say everybody reviewing Katrina’s example, what we learned … [inaudible 00:33:07] Oh, okay. Okay. Yeah. It’d be interesting going forward to keep an eye on it.

But yeah, to prevent duplicates from entering an automation, you really have three options, right? One is if manually importing, edit the file [00:33:30] beforehand. Two is select advanced filter on start trigger. Is not currently in automation. Right? And then three is use the has been sent action before sending the next email. [00:34:00] Those are three keys. Three keys to preventing it. [inaudible 00:34:03] five percent of the group [inaudible 00:34:08]. Yeah, that is interesting. If you haven’t, Katrina, I’d put a support ticket in just to eliminate any question to see if that was the case in your account at that time. Because that is very coincidental, yup. And I would like to know what they find out, so just let me know. Shoot me an email.

[00:34:30] And then I’ve got a good question. My spelling is right? No. There we go. From Aliene, and Aliene asked can you buy emails lists, essentially. The answer to this question is yes, you can buy email lists. I personally don’t know where, because I never have done it, nor will I never do it, but you can buy lists. I know people who have done it before. Now, the follow-up question … [00:35:00] Yes. The follow-up question is, can you use purchased lists with ActiveCampaign? And that question is no. Okay?

You can buy lists. You can definitely go out and buy a list. There’s many reasons people buy lists. Some people buy lists for retargeting. A lot of traditional businesses will buy lists for [00:35:30] direct mail. But when it comes to email, it gets really fuzzy really quickly with purchased lists, and it’s really one of the fastest ways to land in the spam folder. Only because not only did the people not give you specific permission, but think about it, too, everybody. They’re not anticipating an email from you. Right? Which is going to hurt you equally as bad. If they’re not anticipating it and [00:36:00] they get it, they’re like, “What is this?”, right? So yeah, absolutely.

Like I said, I’m not opposed to buying lists, everybody. I’ve known a lot of businesses that buy them and are effective at it. Most of them that buy lists are … They do the reach-out manually. I know people who purchase lists of leadership level employees of certain companies, and then they cold email them [00:36:30] with templates. I’ve seen that. I’ve seen that done and work effectively. Like I said, I’ve also seen people buy lists to create retargeting. People who buy lists and email them, I feel like it’s really lazy, everybody, because just think about it. If you bought a list that you think was hot, we’ll say, or a perfect fit for your target audience, then uploading that as a custom audience or [00:37:00] into Google AdWords or Facebook and allowing it and giving yourself an opportunity to put some of your offering in front of them in the form of an ad is a great way to convert a purchased prospects into leads. That’s a perfect way that doesn’t hurt your email deliverability.

Not a lot of people do it, for whatever reason. Probably because it costs. It costs to put ads in front of those people. But you’re buying the list, so you might as well try it. But it serves as a means [00:37:30] of cleaning the list for you. I never would clean a list, and this is even beyond purchased lists, okay? These are imported lists. Maybe you were taking registrations and manually writing down email addresses. There’s many ways that you can acquire a list. To clean that list, I would never use a list that I’ve never sent email to, import it into ActiveCampaign or any platform, and try to clean it by sending [00:38:00] email to them and seeing who opens it and who doesn’t. Because the chances of that actually working are slim to none.

Instead, I would clean it by using it as a custom audience. Let’s say I had a five steps to … Okay, I’ll take you, Aliene. Let’s say I had a monthly motivational that I’m sending out every [00:38:30] week until Christmas, and I have a list of people who are … Maybe it’s a faith-based list, or maybe it’s a list of people who have attended a motivational speaking event. These are people that I know are … They will probably want motivation. And since I’m sending it out weekly, it seems like a one-to-one. So normally, the person would say let me import this and let me … Oh, I’ve got this list of 10,000 people. I’m going to import it into ActiveCampaign and email them. Now, knowing that since [00:39:00] they’re not anticipating the email and they didn’t give you permission, you’re more than likely going to get marked as spam. And then the deliverability for your entire account is going to drop.

Instead, you could take that same list, that faith-based mixed with motivational speaking attendance folks, that same list of 10,000, and put it into a platform like, like I said, Google AdWords or Facebook, and create a custom audience. Custom audience allows you … If those people exist on that platform, you [00:39:30] can now put your messaging in front of them. Now Aliene could have a graphic that’s showing somebody jumping for joy, saying, “Finally, daily motivation!” Right? And the people that she uploaded can now see that and say, “I want to know more about that motivation,” and they click the ad. The ad then takes them to a landing page. You know, a capture page of some [00:40:00] sort. And then they can put their email address in, and what have you just done, everybody? You’ve taken a list of prospects that you’ve never emailed before and through retargeting and advertising, you’ve converted them to email subscribers. Yup. Yup, no problem, no problem, David. You’re very welcome. You too, Aliene.

And that’s really our biggest challenge, everybody, right? That’s it, is not being one-dimensional [00:40:30] in our marketing. And it’s easy to be one-dimensional, because sometimes it takes a while to master a tool or master a specific strategy. So when you have that strategy, you want to just keep using what works, which is actually a good business practice. But what I would challenge you all to do is keep what’s working working, and always be looking at other channels, other ways to engage. In our Facebook group this week, and hopefully I can get him on the podcast, we had [00:41:00] a gentleman that’s using Facebook Messenger for really good results. I’m trying to get him on the podcast so I can talk about it and we can all have a blueprint of using that channel. Because maybe that channel will provide you some results outside of email.

I would just say gone are the days where you can just rely on email alone. It’s just not strong enough in the sense of the market [00:41:30] has become saturated, because anybody can use email wrongly. We’ve got the Pareto principle, right? For the 20% of people who use it correctly, there’s 80% out there abusing it, probably more. So it’s becoming harder and harder to stand out in the inbox. Those who’ve built their entire business around email marketing, mark my words; their business is either going to start declining fast, or you’re going to start seeing them using other channels of messaging. [00:42:00] 100%. There’s no way they don’t. The email marketers of two and three years ago that claim, “I send emails and make millions of dollars with the click of a button,” I 100%, I have no doubt in my mind, that their numbers have dropped if they’re only relying on email for their sales.

This is what makes digital marketing exciting and overwhelming, right? It’s always shifting, it’s always changing. You have to keep up with the times and the strategies. [00:42:30] But just know, as long as you understand the theory, right? I have something to offer. Who is this offering good for? It’s not good for everybody. I need to specify the exact audience who this is good for, and the next step is, how do I get what I have to offer in front of them? That’s the ABCs of marketing, everybody. Right? If you can do those three things effectively, [00:43:00] you’re always going to be ahead of the game. Always. What do I have to offer? Who is this offer best suited for, and what channels? What means can I use to get it in front of them?

You master those three, and those are loaded questions, but you master them. That’s essentially what your marketing is, is really fine-tuning the answers to those questions. And once you find it, you will be amazed at how … I don’t [00:43:30] want to say easy, but how efficient your marketing becomes. And then once you find something that’s working, what are you going to do? You’re going to test other channels. Right? Just so we’re not one-dimensional. It’s the same thing when people tell us … Financial advisors tell you to diversify your portfolio. Never have all your money in one fund, one source of income. Diversify your revenue. We’ve heard that. We all know that. The same goes [00:44:00] for messaging and marketing. Diversify your channels. Don’t get one-dimensional on me. Don’t rely too heavily on one channel, because they will change. People are changing.

Everybody, let’s just think about it. We’re changing. I think I mentioned this on the other Office Hours, but we are changing the way we consume content as we speak. Two years ago, what was the term … Who would have thought of binging two to three [00:44:30] years ago? It wasn’t even a word that was in my vocabulary that I used often. But now, Netflix, right? On-demand viewing like Hulu and all of these other platforms. The cable providers have applications for your iPad now or your mobile device that you can watch it at any moment. We’re training people to consume as much as they want, when they want.

This is changing the nature of consumption. Right? [00:45:00] Because it used to be … Oops. It used to be so controlled to where you had to watch TV, and you had to watch commercials. There was no other way around it. To get the content. And technology has just changed it all. Now you can get in on-demand, so now we’re in the binge era. We’re in the info overload era, where everybody’s just saying, “Give me more, more, more, more, more.” Consumption is changing amongst consumers, so we [00:45:30] have to change along with that. Right? And that’s marketing, everybody. That is, like I said, that’s essentially digital marketing. Being able to keep up with the trends and using technology to effectively overcome any challenges they present, every time.

All right, that’s … I’m sorry, that was a long ramble. I just felt like that was applicable for this call, at this time. But yeah, I want you all to have [00:46:00] successful business and be successful with implementing ActiveCampaign. A lot of the issues that arise when you’re using marketing software, some of it is the platform. Don’t get me wrong. But a lot of it is just us as marketers, as business owners, adjusting our approach and getting creative. Right?

Now everybody on this Office Hours session … [00:46:30] I don’t want you to do it in a judging way, right? But now you’ll start looking at people who are like, I was sending email and now my email’s no longer working. What’s wrong with ActiveCampaign? Or, what’s wrong with said platform? You’re going to have a bit of a smirk on your face, because now you’re going to be thinking, oh, they’re one-dimensional. They’re relying too heavily on email. It happens to everybody, just catches them by surprise. [00:47:00] They log in and say, “I haven’t changed anything. Why, all of a sudden, aren’t people opening like they used to?” Well, there’s a lot of factors. Would you like to sit down and have me list some of them?

Anyways. Stay in the know with your audience by always looking at the data. Looking at the tags that are on their records, the pages that they’re visiting. Make sure you have site tracking enabled. The forms that they’re filling out. Every action is informing [00:47:30] you about your audience. Excuse me. And then you take that information and you analyze it. You say, “Okay, based on this behavior, I think the best way to reach them is using this.” Right? Using this strategy, this channel. Let’s try this. And you will be surprised how effective some of these traditional means of marketing are when they’re matching perfectly with digital marketing. I’ve [00:48:00] seen a lot of combos, and it works really well. Really well.

The most recent one, can I … I’ll share this with you. Make sure I don’t have any questions. I saw a great marketing, everybody, great marketing this weekend. It was a company that sold natural products, and they’re in Target, in CVS. In America, we have Target. It’s a big retailer store that sells clothing, groceries, home goods, furniture, and all [00:48:30] of those things. And CVS is like a pharmacy market or a pharmacy store. You can pick up prescriptions, but also get candy and food and everything like that. This natural product is sold in both stores. Check this out. They have an e-commerce storefront. I go and I purchase one of their items, and I look at the packaging. It says, “Buy one, get one free.” Or, “Buy two, get one free.” And I look, and there’s no coupon [00:49:00] in Target that says, “Buy two, get one free.” So I look at the package and here’s what they say. They say, “If you buy two of our products, take a picture. Send us the receipt and the picture. We’ll send you any product that you want for free,” off their website.

Now, I thought about that, like why would they be doing that? But guess what. Physical address are probably a very important part of their marketing. Right? So they’re probably … If I claim this free thing, they’re probably going to start sending me coupons in the mail. [00:49:30] And for whatever reason, in their business, they’ve probably learned that if I send the coupon in the mail instead of the email, it gets used more. When they go to the physical store, they’re going to pull that out more often. I don’t know. I don’t know their business, but I thought it was a great blend, a great match of direct mail and e-commerce. Right?

Let me see. David says, “I’m so excited about using AC because I’m able to serve [00:50:00] our clients moving forward.” Yes. “We have been giving out a student survey,” yes, “on the last day of our classes, and we haven’t been able to keep up with the information that our customers have been asking for. Moving forward, I have informational automations set up for each class. When someone fills out a student survey, I add the …” I love this. “I add the appropriate tags and then they get automatically added to the correct pipelines. Then I can choose which deal to advance for them. [00:50:30] One at a time instead of getting 10 different emails at the same time.” David, this is great. In fact, David, I’m … And this is for everybody listening and on … What am I doing? And on live. No, no, no, no, no. I want you to come on as a guest, David. There it is. I knew [00:51:00] I would eventually get it. I’m putting the link in the chat.

But fill that form out, David. I’d love to have you on the podcast and talk through this exact process, because what you just outlined here, people need to hear it and understand it. Essentially what David is saying is he’s collecting information at a rate that was too fast to manually keep up with. So [00:51:30] instead, he put some automation in place to start tracking and tagging people based on the information that they’re providing, and adding … From that information, now automating their next point of communication from him to be able to streamline and better serve his audience. Great. Great. Great. That is … Yes. Katrina said, “That will make a great episode.” I agree. I agree. David, would love to have you on.

[00:52:00] I’m actually nearing the end of my bachelor podcast, so I’m in need of some new guests. This is right on time, David, if you have time to fill that out. I could probably record it this week, actually. Yeah. Would love to have you on. And anyone listening, if you’ve got a very interesting use case, please. Activecampaign.com/learn/podcast-guest, and fill out this form, and we’ll get you scheduled ASAP, because [00:52:30] we love to highlight you all who are doing things as David and Katrina has been on the podcast before.

And Aliene. Aliene, you should … Listen, don’t count yourself out, Aliene. You are well on your way. I would love to hear how this works, how your holiday promotion works for your monthly motivation and then perhaps we could talk about that over the podcast, too. Lessons learned and all of that. So yeah, the podcast is by us, for us, right? [00:53:00] ActiveCampaign users helping other ActiveCampaign users.

With that being said, it’s 11:00 AM, Central Standard Time. Thank you all so much for attending Office Hours. I’ll update the link so that you can go and register for another Office Hours. Remember, you can attend as many of these as you like. I’d love to see you on more than just this one, if this is your first one. If this is not your first one, keep coming back. You are making these tremendously valuable for our new and current users. [00:53:30] The next session will be this Friday at 1:00 PM Central, and like I said, I’ll update the link so that you can register there. Everybody, I hope this is helping you have a great start to your week after the holiday break. Thank you, and you’re welcome to you all, and I’ll see you all on Friday.