Learn how I use simple email marketing automation to deliver the right message to the right person at the right time.
Over the past couple of years, I’ve experimented with various email marketing platforms including:
I ended up settling on ActiveCampaign and used it to create my 5-Day Leadership Challenge.
Let me show you how it works.
- STEP 1: Someone visits the landing page for my 5-Day Leadership Challenge and enters their contact information to sign up.
- STEP 2: ActiveCampaign automatically assigns a new tag to that subscriber/contact.
- STEP 3: ActiveCampaign recognizes the tag and assigns the subscriber to the appropriate automation.
Currently, there are a total of 9 different automations associated with my 5-Day Leadership Challenge.
I’ve set this up in a way that allows subscribers to receive different information based on the actions they take in each email.
The current actions that are required to get the information include the following:
- Clicking on the links in each email
- Submitting forms on https://goalsarecool.com/
I’m considering adding other actions such as:
- Email opens
- Website visits
- Social shares
- It increases engagement with the content.
- It allows me to start delivering the right message to the right person at the right time.
Let me show you the automation for Day 1 of my 5-Day Leadership Challenge.
After completing the welcome automation, this is what subscriber’s get on Day 1.
As you can see from the screenshot above, this automation starts when a tag gets added to the contact.
ActiveCampaign sees that the tag has been added (in the welcome automation) and automatically sends the first email called Day 1 – Leadership Challenge.
Now, the subscriber has a decision to make while ActiveCampaign waits for their action. In this particular email, there are two options listed as next steps. Each option includes a link that leads to corresponding information which results in different paths in the automation. The subscriber is asked to choose the option/path that most applies to them.
I’ll explain what happens when a subscriber clicks the link in option 1 or option 2. Let’s start with option 1.
Based on the way I’ve set this up when someone clicks the link in option 1, they follow the “yes” path.
At this point, the subscriber moves down the “yes” path and encounters the first goal. The goal is looking for a link click related to option 1 in the email. Once identified, ActiveCampaign marks the goal as achieved and advances the subscriber into another wait.
It’s important to note that the link from option 1 leads to a form on my website. When the form is submitted a new tag is automatically added to that subscriber.
ActiveCampaign is now looking for that tag.
If the subscriber does not have the tag, they will follow the “no” path. This path will lead to another automation that’s focussed on nurturing them to take action.
If the subscriber has the tag, they will advance down the “yes” path and encounter another goal.
ActiveCampaign marks the goal as achieved when the tag is identified and automatically sends the final email.
The final email thanks them for submitting the form, provides some additional information and asks if they want to proceed to Day 2 of my 5-Day Leadership Challenge.
If the subscriber clicks the link to proceed, the following will occur:
- The corresponding goal gets marked as achieved
- The tag that starts the automation for Day 2 gets added
- The tags related to the Submitted Form and Day 1 get removed
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At this point, we’ve looked at what happens when a subscriber clicks the link in option 1 (the “yes” path). Now, let’s go back and look at what happens when someone clicks the link in option 2 (the “no” path).
Based on the way I’ve got this setup ActiveCampaign is waiting for conditions related to link clicks to be met. So, when a subscriber clicks the link in option 2, they advance to the associated goal automatically and, it gets marked as achieved.
A new tag gets added that starts the automation for option 2 and, the Day 1 tag gets removed.
While this campaign will continue to evolve and get better over time, the foundation is there.
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In the meantime, I hope this has helped explain how I use simple email marketing automation to deliver the right message to the right person at the right time.