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Email Marketing Automation for Affiliates Why, What and How
Lior WeinsteinAffiliate Summit West 2017
This is going to be fun!
• Email marketing automation definition and benefits• User segmentations• Planning automation funnels• Tools• Resources
Automation Is Your Friend
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
Why bother ?
• Create tailored experiences• Scale marketing activities• Increase conversions• Spend more time on the beach
Segments
WHO ARE THEY AND WHAT ARE THEY DOING
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
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
Data is Everywher
e
Data-driven Segments
Any information you collect can
focus your messages
Demographic
Lifetime value
Interest
Social accounts
“Segments” of People
Data-driven Segments
Demo-graphic
Who they are
Where they are
What they do
Data-driven Segments
Lifetime Value
What they bought
How much they spent
Data-driven Segments
Interest What they like
Data-driven Segments
Social Accounts –where they are
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
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
*This is the good stuff
PLANNING AUTOMATION
FUNNELS
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
Flow Example (Drip.co)
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?
In The Wild – Ezra Firestone
Timed Email to Sequenced Landing Page
Countdown Timer in Email Offer
Quick win automations
STUFF YOU CAN AND SHOULD DO TODAY
Retarget Like a Boss
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
Daisy Chain Lists
Optin
Automatic List Segmentation
List A Email 1 Email 2
Click
List B
List B
Add Dynamic Countdown Timers
Sync Timers Between Mediums
Picture from DeadlineFunnel.com
Trigger Timers With Events
Picture from DeadlineFunnel.com
Tools of trade
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
Have questions?
• Email: [email protected]• Twitter: @liorwn• LinkedIn: linkedin.com/in/liorweinstein
