The Sensible Information to Utilizing Tags and Segments for On-line Program Launches

There’s no query about it – sending emails in the course of the launch of a web based program, membership or course is important to launch success.

For those who’ve ever tried to launch solely with social media, you’ll know why. As quickly as you begin with these gross sales messages – hastily your posts simply aren’t even displayed. Whereas with electronic mail, you’re your subscriber’s selection whether or not to open or not. Not an algorithm.

In Rival IQ’s 2023, Social Media Trade Benchmark Report, the engagement charge per submit (by follower) on Instagram is barely 0.47%. Examine this with electronic mail’s common open charge of 20-25% and you’ll see why it’s a no-brainer. That’s 42.6 – 53x the engagement of Instagram.

However we don’t need to simply ship one electronic mail.

Over the course of a launch, you’ll sometimes have quite a lot of key messages you need to get throughout:

• First, there are any launch occasion emails. This contains bulletins and reminders. 
• Then, you’ve gotten the cart open announcement. 
• And, lastly, you’ve gotten all the important thing deadlines for bonuses, early chicken pricing, and, in fact, cart shut.

And that’s simply the logistics.

You’ll additionally need to reply any ceaselessly requested questions, deal with objections, share success tales, and showcase the advantages. That’s not attainable in simply two emails. Sometimes, throughout a 7-day launch, you’ll be sending one a day plus extras on the times of any deadlines.

And that’s not together with any reminders for pre-launch occasions like webinars or challenges.

My final launch? I wrote 32.

Earlier than you freak out about that quantity although, right here’s the key: You don’t ship everybody each electronic mail.

The important thing to a profitable launch that doesn’t annoy your subscribers is to make use of segments and ship the suitable emails to the suitable folks. And to not ship them to those that don’t need them.

To do that inside ActiveCampaign, you’ll need to create quite a lot of tags to make this attainable. Then primarily based on these tags you’ll create the ultimate segments every of these emails go to.

Tags to create

In ActiveCampaign, you’ve gotten the power to create and assign tags to your contacts primarily based on demographic, curiosity, and private info they provide you. Let’s dive into the tags you could need to use to greatest phase your electronic mail checklist.

The “Curiosity: Matter” tag

A launch begins properly earlier than you first open the cart. Over the course of 4-8 weeks, you’ll need to heat your subscribers up with nice, connecting content material, useful info, and loads of alternatives for engagement. Throughout this time, it’s best to proactively determine these subscribers who’re the most effective match in your provide.

The primary strategy to determine your most subscribers is to offer a number of alternatives for them to click on by way of to content material that’s related to your provide. These might be a weblog submit, podcast episode, YouTube video, and even only a social media submit the place some nice dialogue is occurring. Or maybe you can go all out and supply a free downloadable reward.

You might even straight ask them to “vote” on what they’re most keen on by making a URL for every of the attainable solutions.

Then arrange a “Hyperlink Motion” for any time that URL is clicked:

This offers you a brief checklist of subscribers who’re keen on that matter and who’re additionally actively engaged with you.

The “Waitlist: Provide Identify” tag

As you close to the open cart date, it’s best to begin planting seeds about your upcoming launch and when you do that, you’ll be able to invite your subscribers to affix a waitlist. In return for becoming a member of the waitlist, you’ll be able to provide them early entry and unique bonuses or pricing.

Throughout the emails use a easy name to motion to affix the checklist by clicking the hyperlink to a affirmation web page. On the hyperlink click on, add the “Waitlist: Provide Identify” tag.

The “Occasion: Title” tag

If you’re internet hosting a webinar, working a boot camp, or sharing a video sequence to assist enhance your checklist dimension forward of the launch, you’ll additionally have to create tags for this.

You probably have a number of dates, you’ll have to create a tag for every time slot. For instance “Occasion: Title – Wed 9 am”.

This tag then triggers the automation for confirming their place and in addition lets you ship even reminders. Both by way of the automation or as broadcast emails to a phase created primarily based on the occasion time.

The “Clicked: Gross sales Web page” tag

As soon as your cart is open, you need to use the identical Hyperlink Motion trick so as to add a tag anytime somebody clicks in your gross sales or provide web page. This may provide help to determine your hottest leads. Armed with that info you’ll be able to select to personally attain out to them (the only option!) or ship an automatic electronic mail or single marketing campaign simply to these clicks to verify in and see if they’ve any questions or wish to e book a 1:1 chat.

You aren’t simply blindly reaching out to anybody, as an alternative, you now have a extremely focused gross sales technique.

The “Bought: Provide Identify” tag

All of the above tags have been about who you need to ship emails to however we additionally have to know who to exclude.

The primary group you need to guarantee is excluded is anybody who has bought your course or membership. Both up to now or throughout this launch.

To do that guarantee anybody who purchases immediately has the tag “Bought: Provide Identify” added to it. This won’t solely set off your onboarding automation but it surely makes it simple so that you can exclude them from any future gross sales emails for that provide.

The “Choose Out: Provide Identify Promo” tag

We additionally need to give our subscribers the chance to decide out from receiving this explicit marketing campaign, while not having to unsubscribe from every part.

To do that, create a easy Choose Out URL in your web site and as soon as once more create a Hyperlink Motion for that when somebody clicks that hyperlink the “Choose Out: Provide Identify Promo” Tag is added.

You’ll be able to place a line of textual content within the footer of your electronic mail giving them this selection or you’ll be able to select to make it apparent by putting it proper on the high:

If you understand there are explicit particular person subscribers or teams of your subscribers who the provide is just not related to, you may also select to manually add this identical tag to all these subscribers.

Let’s have a look at the tags and segments in motion

Now you’ve gotten your tags arrange, you’ll be utilizing them in a couple of other ways.

First, they can be utilized to set off related automations:

• Waitlist: Provide Identify > Sends Waitlist Affirmation Electronic mail
• Occasion: Title > Sends Occasion Affirmation Electronic mail
  Non-obligatory: Add your occasion reminders to this automation utilizing Objectives to maneuver subscribers to the right date and time.
• Clicked: Gross sales Web page > Sends “Any Questions” Electronic mail
  Observe: Guarantee there may be not less than a couple of hours delay on this one and add an if/else situation to filter out anybody with the “Bought: Provide Identify” tag
• Bought: Provide Identify > Sends Welcome Electronic mail and Onboarding Sequence

Then you definitely’ll additionally create segments to ship your campaigns to. You’ll need to create every of the next:

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Launches minus the annoying

After you have grasped the facility of tags and segmenting inside ActiveCampaign, you’ll really feel extra assured that your emails are going to the suitable folks. And extra importantly, you gained’t really feel like you’re annoying your viewers as a result of these emails aren’t going to those that don’t need them.

Sure, launches might be uncomfortable however by utilizing easy methods like these you’ll be able to eradicate a number of that concern and nervousness. With the added bonus of your subscribers feeling like they’re taken care of with the content material and affords they need to see.

If you need extra particulars on what emails to ship, when, and to whom, be certain that to seize your free electronic mail launch plan right here.

In regards to the creator

Yael Keon is an electronic mail advertising and marketing marketing consultant with 20 years advertising and marketing & technique expertise working in worldwide firms from excessive stage technique proper right down to daily advertising and marketing administration.

With a singular capacity to see the massive image and map out sensible steps to attain outcomes, Yael now helps small enterprise homeowners to navigate their method by way of the world of electronic mail advertising and marketing, serving to them discover the suitable methods and strategies for his or her distinctive enterprise. 

That is completed by way of The Electronic mail Expertise program, programs and one on one consulting tasks.

With a powerful instructional background together with a Bachelors of Commerce, an MBA and a number of self examine, Yael believes that by being taught the suitable rules and given the suitable instruments, you’ll be able to run a enterprise that helps your way of life of selection.

Contact Yael: