email marketing automation for affiliates – why, what & how
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Email Marketing Automation for Affiliates Why, What and How
Lior WeinsteinAffiliate Summit West 2017
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This is going to be fun!
• Email marketing automation definition and benefits• User segmentations• Planning automation funnels• Tools• Resources
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Automation Is Your Friend
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What is it?
• Connecting subscriber activity to marketing messages
• Segmenting leads based on what they do and who they are• Email and non-email based
events• Triggers and Actions
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Why bother ?
• Create tailored experiences• Scale marketing activities• Increase conversions• Spend more time on the beach
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Segments
WHO ARE THEY AND WHAT ARE THEY DOING
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Event-driven SegmentsAnything an identifiable user does (or does not do) can be a trigger
Became a subscriber
Opened welcome email
Viewed blog post
Attended a webinar
Watched a video
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Event-driven Segments
• Examples:• Message Opens / non-opens• Clicks / non-clicks• Reached email in sequence• Time passed since X• Visited a web page / no-
visits• Watched a video / did not
watch a video• Watched X% of video
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Data is Everywher
e
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Data-driven Segments
Any information you collect can
focus your messages
Demographic
Lifetime value
Interest
Social accounts
“Segments” of People
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Data-driven Segments
Demo-graphic
Who they are
Where they are
What they do
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Data-driven Segments
Lifetime Value
What they bought
How much they spent
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Data-driven Segments
Interest What they like
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Data-driven Segments
Social Accounts –where they are
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Segmentation
• Use Events and Data as triggers to segment• Send the right message, to the right person, at the right time• Simple Segments vs. Advanced Segments
• Simple:– Subscriber clicked a link → move to “interested leads” list– Subscriber viewed video → send special offer 2 day later
• Advanced:– Subscriber visited web page, clicked 2 links, but did not
complete purchase → Send time-limited discount coupon offer – Subscriber visited pricing page, then unsubscribed → add to
social media custom audience to reel her back in
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Segmentation
URL http://www.mywebsite.com Ever x
And Or Tag Exists
Open welcome email x
And Or Has visited
+ Add condition
And Or Area code
State
is
is Texas
512 x
x
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*This is the good stuff
PLANNING AUTOMATION
FUNNELS
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Now what?
• Buyers list• Everyone• Vegan Women over
25 from New York• Downloaded Ebook
• Lead capture• Email click• Web page visit• Reached end of
sequence• Purchase
• Email• Facebook ad• Timer starts• SMS• Move to new list
To whom does it happen? (segments)
When does it happen? (trigger)
What happens? (action)
How does it happen? (connector)• Center, Zapier, IFTTT
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Flow Example (Drip.co)
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Chart It Out
Follow Up Series or Broadcasts
(Subscriber is paused on List A when they click)
(This happens automatically on click)
(There is no confirmation email sent out. It’s invisible to the subscriber)
Subscriber restarts Where they are left off
Follow Up Series or Broadcasts
Email1 Email2 Email3Yes
Yes
Automatically resume on List A
Automatically move to “List B”
Click “Smart Link”
“List B” Specific topic
“List A”
Done?
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In The Wild – Ezra Firestone
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Timed Email to Sequenced Landing Page
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Countdown Timer in Email Offer
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Quick win automations
STUFF YOU CAN AND SHOULD DO TODAY
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Retarget Like a Boss
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Retarget Like a Boss
• Email list + targeted segments = custom audiences (FB and Twitter)• Target ads to lookalikes • New likely-to-convert traffic
• Retargeting for your non-converted audience• Keep on simmer non-
converted leads
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Daisy Chain Lists
Optin
Automatic List Segmentation
List A Email 1 Email 2
Click
List B
List B
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Add Dynamic Countdown Timers
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Sync Timers Between Mediums
Picture from DeadlineFunnel.com
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Trigger Timers With Events
Picture from DeadlineFunnel.com
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Tools of trade
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Learn more• https://learn.infusionsoft.com/• https://www.drip.co/blog/• https://blog.awprotools.com• http://www.pardot.com/blog/• https://ontraport.com/blog/automation
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Have questions?
• Email: [email protected]• Twitter: @liorwn• LinkedIn: linkedin.com/in/liorweinstein