Running a weekly giveaway, looping automations, and how to market smarter

Recording of Office Hours hosted by Chris Davis on April 6, 2018.
Topics covered in this session include running a weekly giveaway, managing and tracking contacts who use multiple email addresses, and looping automations. And Chris ends with some thoughtful advice on how to be a smarter marketer.


Chris Davis: All right, there we go. All right, so we are live. Now, let me go into my account and it’s open. The floor is open for you all. I’ve got one question from Mark. Let me see is Mark on? Mark’s not on. Hey Scott, let me know if you still need to talk because I can enable you to speak or if that was your question? Was your question about the app or do you still need the audio control because I can give it to you if [00:00:30] you’ve got an additional question?
I got it. Okay, all right, great, fair enough, all right, just wanted to make sure so with that being said everybody, now is the time. How are you all doing getting started, getting acclimated, what roadblocks have you run into, what are you trying to figure out how to do? Do you like the new Automations Overview Page that we have the automation stats?
One thing … Oh, here, [00:01:00] here you go Brendan, let me do it on this screen. It’s a little less intrusive, all right. Here we go, all right. This is our ActiveCampaign community and I’m going to copy this and paste it into the chat. There you go. There it is, Brendan. Yeah, make sure you all are joined in the Facebook group [00:01:30] as well so a lot of action going down there.
Now, I want to test you users who have been in the app for little bit. We silently added a new feature to this page. Can anybody tell me what it is? I’ll give you a hint. It is not the automation stats. While you’re thinking, while the results are coming in chat, put them in chat, what you think is new about this page besides the navigation to the left and the automation stats [00:02:00] and the show start triggers. Besides all of that what little feature did we sneak in there?
I’m looking for keen eyes and while you guys are observing, let me just go over this. For those of you who are newer to the app, it did not always look like this. We had a navigation at the top and when we moved the navigation to the left we were able to add automation stats. Now from the top level, you can see which automations are connected. You see this one when I hover over it, it [00:02:30] shows me that it’s connected to “Karen webinar follow-up” and that automation is not active. That’s what that red circle with the cross with the X through it means.
I can see how many contacts are currently in the automation. I don’t have an automation with all the contacts yet and then you can see the campaigns. From here, you can access all of the emails within that automation, as well as see the goals. Now, I can go back up here, start triggers, so [00:03:00] now it’s going to show me how these automations start.
The whole goal of the automation stats is to give you more information about your automations without you having to go inside of them. I’m trying to find one that has contacts, but you all know this test account of mine rarely do I put contacts beyond myself through it. All right, but if it did have contacts you would see it. You see it here.
All right, is there a one [00:03:30] that can tell? Katrina, I may have even stumped you. Can you tell a little update that we have added to this page and to be fair, I just caught it the other day when the product team was like, “Oh, we added this.” I was like, “Oh, you sneaky little team over there you.” But it was not here.
All right, Emily says, “Is it rows at the bot …?” You know what? Emily, good one. You know, I did not. [00:04:00] This is new and it’s floating. You see that? It’s floating. Good eye, Emily. That was not it, so you get extra credit because that is most definitely new. I was just looking at that and realizing like, “Hey, was this always here?” I think the page and nation was always there and I think you can always add this, but it wasn’t like this where it’s floating like that.
Good eye, Emily and so Emily got extra credit. Emily taught [00:04:30] me something. One more addition and then I’ll get to the question that I received via email or your questions. You can ask your question out, too. One more, is there one more? I’ll give it … All right, is it “Filter by action?” Okay, Katrina got it. I figured you would get it.
Aside from the stickiness, right? I just realized that, too, right? We’ve got the sticky header with these. That didn’t used to be sticky, which is nice because the label used to be on the left [00:05:00] and it was ever present, so it made sense that this would be sticky. Look at that, so we’ve got sticky windows in the top and bottom. But yes, look at this, “Filter by action.” This is new. You can now …
That’s talk about the various ways to filter automations. All right, let’s just start from the left and moved to the right because this is very important. When you start building more automation … I’ve got 351 automations in here and I use naming conventions [00:05:30] and it’s still going to be quite a task to keep track of all of my automations.
If I click here “filter by actions” the first one is I can filter by “Start triggers.” Look at this, I could figure by start triggers or I can filter by which automations have these actions in them. Is that not great, right? If I want to look at every automation that has a goal [00:06:00] and you hit “Apply.” It should now, maybe … Come on … There it is, all right. I have every automation that has a goal in it.
My second question was why does this say zero if there’s a goal? Look at this, there it is. We’ve got some live happenings here. Okay, have to let them know about that and remember everybody, when you go back [00:06:30] it resumes where you were. See, it resumes your filter and the exact position. No longer does it reset. Okay and so that’s one and if I want to clear that I just hit “exit” and we’re back to regular, right?
I can sort by “Automation triggers.” I say when someone “Submits a form.” How many automations start by someone submitting a form and these are all of them. I should be able to test that. Look at that, my show start, [00:07:00] start stats, look at that. These are all “Submits a form.” These are tools with growth in mind. We know that you may be starting with five or 10 automations right now and the truth is that is going to grow very fast the more comfortable that you get. These are various ways to help you quickly find the automation that you’re looking for.
I am going to drop a hint that I cannot speak about, but I’m going to speak about it in very [00:07:30] vague terms. This is just the beginning of helping you find your automations and what your automations are doing. Right, that’s all I can say from a top level and you will see what I mean in the weeks and months to come.
We can filter by actions. We can also filter by status. It’s showing me all of my inactives and showing me all my actives and then, of course, I can filter by labels. These are all my labels, so right here I’ve got [00:08:00] throad quizzes, although I think that said five? Think of that, that says five and I see two, so there is some work to be done here, but the filtering portion does work.
If you want to add a label, it can get a little tricky at times. Before you had to click here and then go here and then select “create new label.” Look at this, look at what we’ve done now. We can just select right here and do “add a label” and it will add a label. It would be nice to display the labels [00:08:30] though, right here, but I can add a label that way.
Then lastly, which I think is extremely helpful is this. You can sort it by “Last edited.” This is, again, is very, very … This is very good for people who have big, long list of automations because sometimes you forget to name that automation or you forget what you named that automation and once you go out, if you can’t sort by “last edited,” which you didn’t used to be able to do [00:09:00] that automation, excuse me is now lost because it’s alphabetical, so you don’t know if it’s on page two, page three. You’re trying to figure it out. There’s no sorting options. Now you can do “last edited.”
Look at this, “Highest activity” should pull the automation with the most contacts through it, okay. This one … Here’s what I mean, look at this. Zero and then 18, so here’s like, “Hey, this is the most … This one has the most contacts in it.” No, “Highest activity” means [00:09:30] the most contacts through it. Although there are no contacts in here currently, look at this. When I view “Contacts” look at how many, 32. Is 32 greater than 18? Absolutely, so that’s where that comes from.
All right and with that being said, I can also do “oldest created,” “newest created,” “last edited,” “alphabetical forward” and “alphabetical backwards.” Those [00:10:00] are all of the ways that you can now start manipulating the process of finding your automations to help you move that much faster in the application, okay?
With that being said, I’m just going to feed you guys some prompting questions, right? “Goals,” “Go-to actions,” “If else,” “Sending campaigns to segments,” “Tagging,” “Untagging,” “Custom fields,” “Deals,” “Moving deals to stage [00:10:30] manually,” “Moving deals through stages automatically.” What are some use cases for pipelines for deals? Can you have unlimited pipelines? If you don’t know the answer to all of those questions that I just quickly fired off, then ask the question to help you get an answer to at least one of those areas.
That’s just to help you all get started with the questions. However, I do have one from Mark. Did Mark jump in, yet? Mark’s not here yet. Okay, that’s fine. We’re going to answer this and [00:11:00] I’ll keep an eye on the chat, so if you all have any questions I will jump to the ones that you submit via chat, all right? Let me see, all right, let’s buckle up because this is Mark and he often has some really interesting use cases for us, some of them require some creativity so let’s see.
[00:11:30] All right, let me format this pretty quick, so it’s easy for you all to follow. All right, here we go, Mark. Oh, Emily, here let me see what you’ve got, Emily. I’m going to always make sure I take care of the people who are live. I can remember how it went in fast food. I think it was handle the people … I can’t remember if they [00:12:00] served the people in the drive-through or that came in out of their car preferentially?
Anyways, here we treat the live call, the live questions with preferential treatment, so Emily says, “Hey, I missed the last office hours. I missed office hours last week but sent an email about brainstorming for weekly giveaways. I don’t …” Yeah, yeah, I did not. I did not Emily, so if you could copy and paste that question in the chat I would love to talk about brainstorming for weekly giveaways. That sounds like [00:12:30] a perfect topic. I would love to, yep. Just copy and paste that in there, great. We’re in for a good one because I’ve got some ideas already.
All right, so let me address Mark’s, “AC has an existing contact ‘email #1.’ Contact books a meeting via Acuity using a different email address ‘#2.’ New duplicate contact is added to ActiveCampaign via Zapier so now ActiveCampaign has to contact rectors that are essentially the same person, right? [00:13:00] How do you check if on “Booking a meeting via Acuity (Any API really via Zapier, etc.) ActiveCampaign already has the first and last name? Then if AC already has the same first and last name you trigger a notice email, so human intervention can decide …”
All right, so what Mark wants to do is identify before someone is added to the database using the separate email if they already exist and then merge that contact record. [00:13:30] Let me think? This is a common issue throughout. Initially, you would think, “Well, if you had to email fields you’d be able to solve this, right?” But that’s not the case because anytime somebody uses a new email, they’re going to be created as a new contact.
We see this often when people purchase products with different emails than they used to download an e-book, right? They’re going [00:14:00] to show us to separate contacts and what you want to do is merge them, so that’s what Mark is trying to do is, “When this happens can you send a notification to someone internally so that they can go and rectify it manually?”
There’s not a way that I know of that you can do this and it’s tough. It’s tough because sometimes people will even purchase on behalf of another name. I’ve [00:14:30] seen this happen time and time again. A company, a smaller company has the market or opt-in to things and when the marketer says, “Hey, this is good. This is good. I think we should buy this,” and the owner says, “Okay, buy it and just use my email address, so I get the confirmation or what not,” and they use their name. Well, what are you going to do?
Trying to solve that problem is going to be practically impossible [00:15:00] because what you don’t want to do is merge contacts when they don’t want to be merged. Who said, “When the scheduled via Acuity, they didn’t want it under a different email because maybe one email is the work and maybe one comes to their phone? Maybe one they don’t get notifications from?” You get what I’m saying? There’s so many dynamics to people’s email and how they use it. All you can do is really respect the fact that okay, this is the email you scheduled with and this is the email that you got the e-book with.
[00:15:30] Now, to Mark and the marketer’s defense, if somebody uses a separate email address to purchase a product, same person. They have one email address for your lead magnet and another one to purchase your product and you’re sending promotional emails to their email that downloaded the lead magnet now that could have some negative effects because they’re like, “Why are you emailing me? I already bought this.”
It’s [00:16:00] like, technically you didn’t buy it. In reality, you bought it, but technically but a different person bought it because the email address is the unique identifier. It gets tricky. Overall, the best thing that I can say do … I don’t even know. I don’t know because sometimes the same person can even use a different name. I’ve seen so many different use cases. [00:16:30] I think it’s one of those things where you’re just going to have to figure out the harm that’s being done by not being able to switch their names and assessing what removing that is worth. If it’s really worth a lot of …
If it’s causing a lot of problems, let’s talk about that problem and then maybe there’s another way? Maybe there’s another way to do it, like a put notification that says, “Hey, if you’ve already provided your email address, please use the same email address.” Maybe [00:17:00] wording like that could be done on the scheduling page or throughout the marketing and messaging, so there absolutely is a way, but we’ll just need to identify the pain that it’s causing just so we can be clear on exactly what resources and how to go about answering them.
All right, here is Emily. Emily has been faithful. All right, “I was hoping that all of us who attend office hours could brainstorm [00:17:30] some of the best ways to approach running weekly giveaways using ActiveCampaign.” Calling all minds here, so let’s grant Emily her wish and let’s put our minds together. “Our company is hoping to send out a weekly newsletter that includes a product giveaway. My thought is to have participants enter using a default form, which then tags them as “giveaway and the name of price. I would then edit the form every week and change that [00:18:00] submission of that form to tag the participant (because the price is different every week.)”
“My concern is that those who enter each week will get bogged down with tags. Is there a way to set a tag to expire after a certain amount of time passed? What are some good ways about running these giveaways without all the data getting too messy? Another thing we want to do is include one short survey question each week with the giveaway entry.”
All right, so at [00:18:30] this point what we’re saying is you’re going to have at least 52 tags a year specific to giveaways in your ActiveCampaign account. I honestly don’t think that’s too bad. Having the app bogged down with tags, I don’t think that’s a big issue, Emily because I’ve seen contact databases with a lot more tags than that. AC [00:19:00] can handle that, but what you bring up is can we expire tags after they’re added?
This is an extremely interesting question for me because yes, it’s like the tag … It’s the presence of the tag enables the discount pricing, right? Let me make sure I got that right? [00:19:30] Because I thought I saw that somewhere? Tags, there are weeks missing … Because the price is different every week, yes. The price is dependent on the tag that’s present. After a week … At the end of the week you should remove all tags that have been added.
Okay, all right, ”The [00:20:00] tag just enables us to get a list of people who have entered from whom we choose a giveaway winner not prize.” Oh, prize not price, okay, I got it, prize. All right, sorry about that, you got it? Prize because a prize is different. I like what you’re doing. First off Emily, let me give you credit because going about it to where you are using the form and swapping [00:20:30] out the tag is very intelligent.
Let me try something here. We did something similar. This automation that I’m about to build was similar a while back. I think I can help you minimize it to where you only have to or maybe to where you … You only have to change one thing once a month. Yeah, yeah, I can minimize [00:21:00] your … Oh, I can, I can.
Watch this, “Submits a form.” I hope this works out. In my mind it just worked out, so let’s see what are we talking about? Giveaway, do I have anything that’s to a giveaway? I don’t. It’s all right and so we’ll just use any form. When I submit this form they’re going to get added here. Here’s what I would say do. We’ll use the month of April, [00:21:30] okay? “Conditional split,” what do you want to do? “Current date is …” No, I want to do “Current date is before …“ I was hoping to use this. “Split current date is …” No … “Conditional …” [00:22:00] Dang it …
Yep, I wanted to do it to where it ran down one path up into a certain date then it switched over. Okay, all right, that’s fine. We could do it. We could still do it by months. Emily, tell me when do you send the email? When do you start the weekly giveaway and when do you stop [00:22:30] it? Do you start it on Monday, stop it on Sunday? What’s the timeframe behind it in which you do these giveaways?
Mark, I just … Oh Mark, I see you’re on. I just answered your question, too. I’ll recap it as soon as I get done with Emily. But yeah, Emily, let me know. You’re starting it at the beginning. I’m assuming you’re starting at the beginning of the week like Monday and then Sunday you’re pick are like … Okay, [00:23:00] here we go.
Thursdays at 11:00am is when the email gets sent out. Not sure yet when we’ll cut it off. Okay, so let me give a little bit of feedback here with weekly giveaways. I, in my previous life, I ran what was it? I think it was 12 weeks, 12 or 15-week giveaway and here were our findings when it came to the actual automation. [00:23:30] The effectiveness of this Emily is going to be heavily reliant on the engagement factor of your email list and by engagement factor I mean what is the frequency in which they are opening emails from you with respect to a given amount of time? With this particular person that I was helping, one week simply wasn’t enough, right? It didn’t give people enough time to open, think [00:24:00] about, consume. It didn’t give enough time for promotion.
What happened is that people ended up missing out on a lot of the giveaways, a whole lot of them. That’s when we were doing it. I can’t remember if this was weekly or daily, but it was a shorter time frame. What I would propose is … Well, I don’t want to because it’s your business, but I would want you to be open to maybe doing a two- [00:24:30] week giveaway, every two weeks or a monthly giveaway because every week is going to be intense for an entire year. Now if this is just a specific promo for the month of April, every week we’re giving away a new prize, that’s fine. You just need a lot of promotion beforehand to set expectations.
But from experience when you’re constantly changing the prize, I know it’s appealing and it seems like, “Oh wow, we’re doing so much,” [00:25:00] but what happened was people were actually more disappointed that they missed out on an opportunity to participate than they were excited to participate. It’s that whole FOMO effect, Fear of Missing Out, and they’re like, “Oh, I wasn’t able to check my email last week and I would’ve done that or I would’ve gone into it.”
Emily, just make sure that you’re checking … When you’re sending emails look at … Here’s what I like to do [00:25:30] on how long it’s taking people. I like to send a broadcast email or a campaign I should say and give it three days. That’s what I want to do. I want to give it three days and look at the open rate. Then I look at the open rate again in seven days and then lastly, I look at the open rate in 30 days.
If you do it like that, it’s going to give you a great idea of exactly when people are opening your emails. Some businesses we found that it was beyond seven days that most [00:26:00] of their opens were coming in. If that’s the case with you, you’re going to miss the sweet spot, right? Because they don’t open it until after seven days and you’re changing it before they even get a chance to open it.
There’s some data analysis and research that’s required for this one, just kind of as a heads-up. But back to how we get it done. You’re changing it out every week. You’ve got a form. Here’s what I’m tempted to do. I’m tempted to go “If else.” [00:26:30] Use “Date and time” and say “Current day of the month is greater than or equal to” and you said Thursday. I’ll say the 5th because that was Thursday and then I’ll just assume that you’re going to end it on the following Thursday. How about that, just to keep it simple?
It’s “Greater than or equal [00:27:00] to five and less than …?” “Current day of the week …” What was I looking at? Oh, I’ve got “Current month.” I want “Current day,” sorry, “Current day of the week is …” Then we’re doing it on a monthly. I [00:27:30] do want “Day of the month,” okay sorry, figuring it out. “Day of the week,” “Day of the month,” I think that’s what I had. Honestly, I just talked myself out of it. “Current day of the month, Current date of the month is less than the 12th.” Okay, so that’s seven days. We’re just going Thursday to Thursday. “Greater than and equal …” You just start on the 5th and you end it on the 12th, so they have up until midnight on the 11th [00:28:00] to do it.
If they fall in this range that means they get … You know what? I shouldn’t do … I shouldn’t do it. This should have been a go condition. I’m sorry. This should be a go condition because if they come in after this they’re stuck here and they can’t proceed. All right, this is why … This is why we work it out live. Oh, oh, here it goes. That’s really, possibly we could split. We could do splits in automation.
Okay, I’m going to pull your automation into Emily. [00:28:30] Here’s what I would do. I would say April … Oh, this will be good, watch this. Oh my gosh, I like this, okay. “April first week,” okay? Oh, this is really good. Watch this everybody, this is going to be good. I hope I’m not over-hyping it. I feel good about it … “Greater than or equal to and is less then the 12th.” [00:29:00] These dates are fictitious, but you get the point … “Current day of the month is less than …”
We’re providing a range for the first week, right? Hit save. Now, “Below contacts position,” “If they don’t wait until conditions are met,” okay? Then right here will say “Contacts, add a tag, April Week 1 Prize.” [00:29:30] Oh my goodness, oh, I think I’ve solved the expiration, too. I’m getting excited here, all right? This is the first week.
Then everybody … I hope you all see where I’m going. Then we’re going to go “April Second Week” and we’re going to flip it. We’re going to say “Greater than or equal to the 12th and less than the 19th.” [00:30:00] Watch this, Emily and if this happens I want you to add this tag. I feel like somebody already sees the move that I’m about to do. What do we want to happen? It is “Remove the [00:30:30] previous week’s tag,” right?
Let’s just talk about this as it is. Oh, great, oh, Larry, Larry, great question, going to answer yours, too. All right, so now here’s what happens. They come in. If they’re within the first week, they achieve this go and get this tag, right? But here’s the thing. Right [00:31:00] when the second-week giveaway starts, they’re moved here and that tag is removed and they’re given the second prize.
Now the thing is … Well, this is … I’m automatically just progressing them through the week and what you want to do is when they fill out the form, right Emily? I didn’t think of that. You only want to give them the tag if they fill out the form? Yeah, yeah, okay, all right, [00:31:30] so what we’ll do … No, I think you got it. You got it, Emily. That’s exactly what you’re going to have to do. This is auto-progression. You’re going to have to do this. It’s not bad, but this is what you’ll have to do though. You do this. This is [00:32:00] the combo that you’ll do, right?
If it’s Week 2, I went in here and I added this. I swapped these two tags, so when it’s Week 3, I go in here and change that to 2 and then go in here and change that to 3. It will take a minute or two a week to get this done. Now when they fill out the form, it removes the previous week as well as it adds the current week. [00:32:30] As long as you’re updating that every week this will be just fine. You don’t have to change forms. Excuse me, you can guarantee that one tag will never stay on a record for more than seven days doing it like this. This is how I will recommend doing it.
All right, so, Larry … Oh, here Larry, let me put this up. [00:33:00] Yes, no problem Emily, no problem at all. You know what? I did that backwards. Most of the time I go from manual to automated, but this one was I was automating the giveaway and then I went backwards to the manual. I guess we’ve proved I can walk forward and backwards, which is better than rhinoceroses because I don’t think rhinos can go backwards. I think they can only run forward?
[00:33:30] Anyway, not to compare humans to animals, Larry says, “Chris, how do you get your automation to repeat? I want it to go 14 days and then repeat.” Let me see? Let me name this one “Emily Giveaway,” okay? What you’ll do Larry is let me find … Let me “Filter by action,” “Has action,” “Send the email. Where is [00:34:00] send email everybody? “Send email,” “Apply,” then watch this. I want to filter by “Oldest created.” Look at the magical workings, so now these are some of my first … Look at that loop interest. You want to loop. This is not loop, sorry. I’m just trying to find an automation with multiple emails so it will make sense what I’m doing. [00:34:30] What I would do is follow-up, there we go. This one has some emails. There we go, all right.
Let’s say they submit a form. They take some action. It starts off. They come into here, they do this and then they’re waiting for a specific amount of time. You said 14 days, so I’ll wait 12 more days. If you wanted them after 12 days to repeat this process, Larry, what you [00:35:00] do is at the very end you want to use a “Go-to” and then drag it up to where you want them to go back up to. Now you’ve created a loop, see that?
After 14 days of total in here. I don’t know your exact automation situation, but at the end of your path if you want them to loop back use “Go-to action” and it will send them right back. All right, Larry, let me know if you have [00:35:30] any other questions. Mark, I’ll remove the tag giving you this one. Yes, yeah, yeah, okay, so Mark that’s what I was going for, right? I was going for the “Go recording,” so I could see every week who was getting which go or how many people had that tag? But check this out.
Emily, if I’m going back to Emily’s example here. Emily, don’t forget when you go to contacts [00:36:00] you can go to “Manage tags” and as long as you keep the naming convention consistent … Oh, the tags hadn’t been applied, so I will say … I would do it like this. “Weekly giveaway,” right? “Week 1” and you could even be more descriptive, say “Camera.” I’ll do that and [00:36:30] say “Apple Watch.” I’m just putting all types of expensive giveaways on you, Emily. But hey, while we’re at it “iPhone X.” let’s not leave … Let’s say it’s Samsung Galaxy 9, add all those tags and I forgot to change the week, [00:37:00] wow. These should be “Week 2.”
You see how I’m using the naming convention to be able to easily separate them? Because you mentioned you didn’t want to bog down your tags, have them all over the place so what happens is your naming convention comes and saves you. Initially, your tags are like this [00:37:30] and you’ve got hundreds of tags and you’re like, “Oh, I’ve got to scroll for days, blah, blah.” But since you’re using a naming convention, you know that each tag starts with “Weekly” and now it pulls all of them up in sequence and what you can do Emily is run some ibar reporting and see how many contacts the tag has been applied to.
You can see which week had a better performance than the rest [00:38:00] and then given that, if we see, “Oh, Week 3 was a lot of contacts.” Given that, you know the date range of Week 3. You could even go into Google Analytics and see and you can start investigating, “Okay, what made Week 3 so great, much greater than the other weeks?” That is definitely something that you can do with the current set-up that you have.
Mark says, “You can also delete old tags in bulk [00:38:30] if you don’t need them.” This is true as well. Yep, you can easily select more than one tag and hit delete, yep. It’s really up to you Emily how you want to use it, but I think going into that automation, swapping them out every week, ensuring that the ones that expire expire, then looking at your tag manager … I think this is going to be very valuable. This could be information as well that’s going to accurately educate [00:39:00] you on the effectiveness of the weekly giveaways.
If you’re seeing real low numbers as far as the contacts and even if you go into the contacts as because you’ll be able to click here, if you go into the contacts, there are lower numbers and is different people all the time. That could be a sign that you’re reaching a new audience with your giveaway or it could be a sign that given 30 days, you can see all of those [00:39:30] people in one giveaway at the month and would be more effective.
The reason why I like this use case is because there’s so much to test and learn that there’s no way if you have the automation set-up, you updated, you check the tags and do some investigation, there’s no way you don’t find the magic formula here, right? That’s what brings me to kind of I should say what digital marketing [00:40:00] with automation is. We’re problem solvers, everybody. You are a problem solver. ActiveCampaign is a tool that’s helping you accurately identify and solve the problem.
A lot of people come to ActiveCampaign as the solution to the problem, but we also have to identify it. Using these various tools, using various features and methods and strategies, it will help us identify [00:40:30] what’s working and what’s not. That is the singular job of a marketer is to identify what’s working. How can I be effective at marketing if I don’t know what’s working? Because if it’s working, all my marketers tell me what I do with what’s working. If something is working, what do we do?
I am going to wait for someone to answer this one because this is important. [00:41:00] Mark, of course, Mark comes in for the win. More of it, listen, your job and this is for you. I’m getting a bit motivational here, but I want you all to get this. If you are a solopreneur or have an extremely small to nonexistent team, you have to understand you wear the marketer’s hat by default. The second you said, “I’m starting a business,” what you also said is, “I’m the web developer. I’m the designer. I’m the marketer. I’m the PR.” You may [00:41:30] not have said that with your mouth, but that was all encompassed with “I’m starting a business.” You are your team.
With that being said, if you are the marketer you inherit the responsibilities of the marketer. What is the marketer’s primary responsibility? Find out what’s working and do more of it. That’s it. We can simplify marketing to that. Now, [00:42:00] the method in which I do that has to be personalized and it’s predicated on my ability to build my relationships. That’s why building trust, nurturing relationships, that’s where all of that comes into play.
But let’s not get away from the main thing. The main thing is identify what’s working and do more of it. That is it. If you do that as a marketer, you [00:42:30] will realize, “Oh, I didn’t have to do that much. I didn’t have to build out this big complex system. Oh, wait a minute, it didn’t take all of that I thought it would take.” You’ll see that success is truly in the simplicity of the system.
Whoa, hey, that’s a tweetable, I haven’t had a tweetable in a while. That me see if I can … The success is in … There it is. “The success is in the simplicity of the system,” but you only [00:43:00] know that, you only figure that out, the only experience that by identifying what’s working and doing more of it.
When it comes to identifying what’s working, you’ve got to put something in place. For those of you that haven’t gotten started, you need an automation. Put an automation out there. Get some emails, some tags going because you have to have something. In order for us to know what’s working, we have to have something worth monitoring. [00:43:30] Just trying to keep it as basic as possible, right?
You put something out there or start with a simple automation. Now figure out how is that working? I’m sticking with your case, Emily because I’m so glad you brought it up. Emily has this. She’s got a simple automation. You all saw that automation. It was a “Form start trigger” and two tags. To some people that’s like, “Oh, that’s simple,” and it is simple but look how powerful it is. For one [00:44:00] minute out of Emily’s week or her team members’ week, they go in, swap out those tags. That’s it.
Now, what does that give Emily if you’re the marketer? Emily, I’m just going to assume you’re the marketer. What does that give Emily as the marketer? Now it gives her something to look at to gauge how it’s performing. This is part of Emily figuring out what’s working. She’s [00:44:30] going to look and say, “Oh, Week 1, we didn’t get anybody. Week 2, we got to people. Week 3, we got to people. Week 4, we got nobody.” It’s like, “Hold on, wait a minute, where’s the traction? We’ve got an audience. We’ve got a big Facebook or I should say a big social media audience. Look at the email list. We’ve got 12,000 people on our email list. Why are we not getting more people on the giveaway?” Do you see how powerful that is?
Instead of Emily doing more of what’s not working, [00:45:00] thus increasing frustration and overall embarrassment because people are like, “Oh, what are you doing, right?” Now can she look and see, “Well, wait a minute, hold on. This doesn’t match up. There is something amiss here.” Let me go back and check and she’s looking like, “Look at all these website visitors. Look at all the people on an email list. The open rates look good.” Then you go into the emails and realize the link’s broke. You’re like, “Oh my gosh, the link’s broke.”
You go in, change the link. Watch what you [00:45:30] do, watch this, so Emily identified the link was broken on Week 3. She’s going to go into here as a smart marketer does … “Figure out the link was broken this week and prior weeks …” Had to know. Now you know from this point on that that’s when you change the link.
Now what happens everybody if Week 4, Emily [00:46:00] sees 100 contacts here? What has she identified? She identified that if we send emails with broken links, people will not participate, right? As the marketer, she becomes smarter because now guess what’s on Emily’s “Before we send an email to-do list?” Send an email to myself, click the link and make sure it’s working and going to the form.
Now, this stuff seems so [00:46:30] simple. I know sometimes how I speak about it, it makes it seem simple, but this … Listen everybody, this is where you will fail. Is not in the complexity of your automation. You will fail doing the simple checkpoints in determining what’s working because most of you can’t get to the more of it because you haven’t identified what’s working.
When I say “what’s working” you [00:47:00] need to be able to speak intelligently to it. Put it this way, if you were under interrogation and you answering these questions was a life or death matter, “Emily, why did Weeks number one and two not perform well?” “Hmmm …” Right? “Off with her …” No, no, that’s a little violent. “Away in someplace, right?” So you’re like, “Oh, I don’t know? Maybe I can go check …?”
But now let’s flip it. Say, “Emily, why were Weeks 1 and 2 so low?” “Well, [00:47:30] what we found is that in our haste to get the emails out the link wasn’t working and we switched the link out in Week 3 and from Week 3 on we’ve seen an exponential boost. We’ve got a laundry list of lessons learned and some boxes that will be checked going forward to ensure that never happens.” That’s a totally different conversation.
Even if the mistake, the marketer still shows confidence because they at least were able to identify [00:48:00] what was wrong. Nothing worse in marketing than to get terrible results and not know why they’re terrible. It’s the worst feeling. It’s the worst feeling at all. It’s really a helpless feeling. All right, you guys had me going. I went on my passionate tangent. I hope that was helpful though. I hope that was helpful to give you an idea of how …
Beforehand, even if you [00:48:30] had been using ActiveCampaign for a while, how many of you would have just thought to use the tag manager as a means of determining how effective a weekly giveaway was? Nobody would have. I wouldn’t have even thought of that until we used this. But if you hear about it like, “Hey, you can use the tag manager to determine the effectiveness of a weekly giveaway. Here’s how.” Can you imagine Emily saying that to somebody, a room full of marketers who use ActiveCampaign? They’re, “Tell me, how are [00:49:00] you doing that? What do you mean the tag manager?”
We’re just being smart, responsible marketers. That’s what we’re being. We have our sleuthing hat on in this digital field and we’re trying to figure out, we’re trying to do problem-solving by figuring out what’s working and to figure out what’s working, I have to identify what’s not working, right? What’s making this not work? Why is this clock not taking? In fixing it, we say, “Oh, [00:49:30] replace this, put a battery in it. Now whenever it stops ticking put a battery in it.” “Well, we need to launch a product,” do this. “Well, we need to launch another product,” do that, right? Every business has a marketing playbook that is to be written by the responsible marketer. Listen, I can talk. I can keep going, but I know I need to respect you all’s time.
Mark, you’ve got an ending question, “Does the email copy function not work properly?” [00:50:00] Mark, honestly, I don’t know if it’s ever intended to copy an email and it not clone it. That’s something I know the product team is aware of. What they’ve told me is that’s what templates are. You create a template and then you start a new email from the template instead of cloning an email. I’m not sure that it’s not working properly or if that’s the anticipated fix there. Yep, no problem, Mark, yep, [00:50:30] cool.
Everybody … Yes, Katrina’s in there. Oh, yeah, yeah, Mark, definitely catch it and then let me know if you have any other questions. Everybody, I hope this was helpful. For those of you who have been on for the first time, this is office hours regularly, okay? We don’t waste time here. I value the hour that you’re giving me. I know you’re busy. I know you are successful business owners looking for even more success, so I want to make sure that [00:51:00] whenever you step away from your business and give me some time it’s well worth it.
Remember that this tool is a … This platform is a tool for you, use it. Make it do what you need to do it for your business and if you’re confused on how to do that, do what Emily did. Come on, ask questions. Come on the office hours, ask questions, sign up for a one-on-one. We’ve got help for you. My hope and desire is that nobody stays stuck and [00:51:30] that you can all move forward confidently in your business and with ActiveCampaign.
Mark, I’m going to try to get this replay posted today. If I can’t get my writers to post it today, it will most definitely be posted on Monday, but I’m going to push to get it posted today, Mark, so you should be good. Everybody else, Katrina said, “Pull the tweetables.” I’m going to have to watch this replay honestly, because there are a few things I want to make sure I note and put in the back pocket.
Everybody, have a great weekend, [00:52:00] thank you again for attending office hours. It was my pleasure. I love to see new faces and I hope that you become regulars, as Emily has done. This is why I know Emily because Emily has been coming on more and more, as well as Katrina and Mark. Love to see new names, so welcome everybody that is new, hope to see you come back. Report back what’s working, what you’re frustrated with, what’s not working, what you need help with? That’s what office hours is for and as always [00:52:30] automate responsibly my friends and I will see you next week.

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