There’s no query about it – sending emails through the launch of a web based program, membership or course is important to launch success.
When you’ve ever tried to launch solely with social media, you’ll know why. As quickly as you begin with these gross sales messages – abruptly your posts simply aren’t even displayed. Whereas with e 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 e mail’s common open charge 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 need to simply ship one e mail.
Over the course of a launch, you’ll usually have quite a few key messages you need to get throughout:
- First, there are any launch occasion emails. This consists of bulletins and reminders.
- Then, you’ve gotten the cart open announcement.
- And, lastly, you’ve gotten all the important thing deadlines for bonuses, early hen pricing, and, in fact, cart shut.
And that’s simply the logistics.
You’ll additionally need to reply any often requested questions, tackle objections, share success tales, and showcase the advantages. That’s not doable 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 e mail.
The important thing to a profitable launch that doesn’t annoy your subscribers is to make use of segments and ship the best emails to the best individuals. And to not ship them to those that don’t need them.
To do that inside ActiveCampaign, you’ll need to create quite a few tags to make this doable. Then based mostly on these tags you’ll create the ultimate segments every of these emails go to.
Tags to create
In ActiveCampaign, you’ve gotten the flexibility to create and assign tags to your contacts based mostly on demographic, curiosity, and private data they offer you. Let’s dive into the tags chances are you’ll need to use to greatest section your e mail checklist.
The “Curiosity: Subject” tag
A launch begins nicely 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 data, and loads of alternatives for engagement. Throughout this time, it’s best to proactively determine these subscribers who’re the perfect match on your supply.
The primary approach to determine your most subscribers is to offer a lot of alternatives for them to click on by to content material that’s related to your supply. These may very well be a weblog submit, podcast episode, YouTube video, and even only a social media submit the place some nice dialogue is going on. Or maybe you can go all out and supply a free downloadable present.
You can even immediately ask them to “vote” on what they’re most curious about by making a URL for every of the doable solutions.
Then arrange a “Hyperlink Motion” for any time that URL is clicked:
This provides you with a brief checklist of subscribers who’re curious about 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 hitch a waitlist. In return for becoming a member of the waitlist, you’ll be able to supply them early entry and unique bonuses or pricing.
Throughout the emails use a easy name to motion to hitch 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
In case you are internet hosting a webinar, operating a boot camp, or sharing a video sequence to assist improve your checklist dimension forward of the launch, you’ll additionally have to create tags for this.
When you 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 likewise allows you to ship even reminders. Both by the automation or as broadcast emails to a section created based mostly on the occasion time.
The “Clicked: Gross sales Web page” tag
As soon as your cart is open, you should utilize the identical Hyperlink Motion trick so as to add a tag anytime somebody clicks in your gross sales or supply web page. This may make it easier to determine your hottest leads. Armed with that data you’ll be able to select to personally attain out to them (the only option!) or ship an automatic e 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 is not going to solely set off your onboarding automation but it surely makes it straightforward so that you can exclude them from any future gross sales emails for that provide.
The “Decide Out: Provide Identify Promo” tag
We additionally need to give our subscribers the chance to decide out from receiving this explicit marketing campaign, with no need to unsubscribe from every little thing.
To do that, create a easy Decide Out URL in your web site and as soon as once more create a Hyperlink Motion for that when somebody clicks that hyperlink the “Decide Out: Provide Identify Promo” Tag is added.
You’ll be able to place a line of textual content within the footer of your e mail giving them this selection or you’ll be able to select to make it apparent by inserting it proper on the prime:
If you understand there are explicit particular person subscribers or teams of your subscribers who the supply is just not related to, you too can 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 Identify > Sends Waitlist Affirmation E-mail
- Occasion: Title > Sends Occasion Affirmation E-mail
Elective: 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” E-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 Identify” tag - Bought: Provide Identify > Sends Welcome E-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:
.custom-data-table desk td {
padding: 1rem 0.5rem;
font-size: .875rem;
}
| Goal | Tags included | Tags excluded | |
| Waitlist: Provide Identify | Early Entry Emails | Waitlist: Provide Identify | Bought: Provide NameOpt Out: Provide Identify |
| Occasion: Title (one section per timeslot) | Occasion reminders and replays | Occasion: Title – Timeslot | |
| Provide Identify Promotion Shortlist | All open cart emails | Curiosity: TopicWaitlist: Provide NameEvent: TitleClicked: Gross sales Web page | Bought: Provide NameOpt Out: Provide Identify |
| Provide Identify Full Listing | Key emails solely (e.g. announcement, inclusions and doorways closing) | All subscribers | Bought: Provide NameOpt Out: Provide Identify |
| Provides Identify Promotion Shortlist – Excl Waitlist | Any open cart emails which might be resends out of your earlier Waitlist emails | Curiosity: TopicEvent: TitleClicked: Gross sales Web page | Waitlist: Provide NamePurchased: Provide NameOpt Out: Provide Identify |
Launches minus the annoying
Upon getting grasped the ability of tags and segmenting inside ActiveCampaign, you’ll really feel extra assured that your emails are going to the best 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 could be uncomfortable however through the use of easy methods like these you’ll be able to eradicate a variety of that concern and nervousness. With the added bonus of your subscribers feeling like they’re sorted with the content material and gives they need to see.
If you would like extra particulars on what emails to ship, when, and to whom, be sure that to seize your free e mail launch plan right here.
In regards to the writer
Yael Keon is an e mail advertising guide with 20 years advertising & technique expertise working in worldwide firms from excessive stage technique proper all the way down to day after day advertising administration.
With a novel skill to see the large image and map out sensible steps to realize outcomes, Yael now helps small enterprise house owners to navigate their approach by the world of e mail advertising, serving to them discover the best methods and strategies for his or her distinctive enterprise.
That is achieved by The E-mail Expertise program, programs and one on one consulting initiatives.
With a robust academic background together with a Bachelors of Commerce, an MBA and a variety of self research, Yael believes that by being taught the best ideas and given the best instruments, you’ll be able to run a enterprise that helps your way of life of selection.
Contact Yael:
