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 crucial to launch success.

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

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

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

Over the course of a launch, you’ll sometimes have numerous key messages you wish 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 regularly requested questions, deal with objections, share success tales, and showcase the advantages. That’s not potential in simply two emails. Usually, 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 appropriate emails to the appropriate individuals. And to not ship them to those that don’t need them.

To do that inside ActiveCampaign, you’ll wish to create numerous tags to make this potential. 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 offer you. Let’s dive into the tags you might wish to use to greatest section your electronic mail record.

The “Curiosity: Matter” tag

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

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

You could possibly even straight ask them to “vote” on what they’re most focused on by making a URL for every of the potential solutions.

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

This gives you a brief record of subscribers who’re focused on that subject and who’re additionally actively engaged with you.

The “Waitlist: Provide Title” tag

As you close to the open cart date, you need to begin planting seeds about your upcoming launch and when you do that, you’ll be able to invite your subscribers to hitch 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 hitch the record by clicking the hyperlink to a affirmation web page. On the hyperlink click on, add the “Waitlist: Provide Title” 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 record dimension forward of the launch, you’ll additionally must create tags for this.

When you have a number of dates, you’ll must 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 the automation or as broadcast emails to a section 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 can make it easier 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 test 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 Title” tag

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

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

To do that guarantee anybody who purchases immediately has the tag “Bought: Provide Title” added to it. This is not going to solely set off your onboarding automation however it makes it simple so that you can exclude them from any future gross sales emails for that provide.

The “Choose Out: Provide Title Promo” tag

We additionally wish to give our subscribers the chance to choose out from receiving this specific 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 Title Promo” Tag is added.

You may 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 prime:

If you understand there are specific particular person subscribers or teams of your subscribers who the provide just isn’t related to, it’s also possible to select to manually add this similar tag to all these subscribers.

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

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

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

• Waitlist: Provide Title > 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
  Be aware: Guarantee there may be no less than a number of hours delay on this one and add an if/else situation to filter out anybody with the “Bought: Provide Title” tag
• Bought: Provide Title > Sends Welcome Electronic mail and Onboarding Sequence

You then’ll additionally create segments to ship your campaigns to. You’ll wish to create every of the next:

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Launches minus the annoying

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

Sure, launches will be uncomfortable however through the use of easy methods like these you’ll be able to eradicate a variety of that worry and anxiousness. With the added bonus of your subscribers feeling like they’re sorted with the content material and affords they wish to see.

If you’d like extra particulars on what emails to ship, when, and to whom, make sure that to seize your free electronic mail launch plan right here.

Concerning the creator

Yael Keon is an electronic mail advertising advisor with 20 years advertising & technique expertise working in worldwide companies from excessive stage technique proper all the way down to daily advertising administration.

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

That is finished by The Electronic mail Expertise program, programs and one on one consulting initiatives.

With a powerful academic background together with a Bachelors of Commerce, an MBA and a variety of self research, Yael believes that by being taught the appropriate ideas and given the appropriate instruments, you’ll be able to run a enterprise that helps your life-style of alternative.

Contact Yael: