Four Percent Challenge 2018 - How To Use Email List Segmentation and Targeting With GetResponse

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Four Percent Challenge 2018 - How To Use List Segmentation and Targeting
hey it's Nige Yates here and I've got another quick video for you I do doing this in
response to a question from the 4% challenge which I was responding to the
other day question was really about how do I know if someone has opened one of
my emails now there's different ways of doing this but what I want to focus on
today is the importance of tagging and segmentation because this is a really
powerful method of making sure your open rates your email open rates can improve
and in doing so your sender score improves as well for your domain and
this is kind of powerful stuff and there's a there's a couple little tricks
I want to show you so if you stay tuned towards the end you'll pick up you'll
definitely pick up a couple of golden nuggets and see where one of the sort of
hidden menu options is with the new get response layout that's why I'm gonna
focus on today get response there's definitely a lot of the menu options I
think they could have positioned in a much better location but we'll dive in
we'll take a quick look it'll kind of makes sense what you see on screen is
just a draft email at the moment so this is just purely for example so supposing
you've composed an emailing in your autoresponder and you're now ready to
send and if you're familiar with get response you'll kind of recognize the
email editor and then you go on to next steps and this is this is where we
really just click through to the screen where we now want to send and all you
would choose one of our lists but I'm not going to do that because I've
already saved a custom filter you see here this option your custom filters
going to show you exactly how to do that in just a moment but what I can do using
my custom filters is I've tagged certain subscribers to my email so for example
if somebody opens an email I can tag them with a very simple tag I can call
it whatever I want you can use your own tagging structure which is very useful
so you just tag them open or engaged or you know or link
clicked or something like that and you can see I've got similar links
yes so I could send that email for example to a saved custom filter to all
those I've tagged as having either opened and clicked one of my emails now
why would I do that well I know that they are an engaged audience they're a
segment of my list they're regular people well they're the people like I
can set time frames around that if I want to but I know those people on that
list I've opened my emails or click the link in one of my emails so you can
really sort of narrow down and that that's that's powerful marketing and as
I said before that bumps up your open rates because you're dealing with an
engaged audience but that also affects the domain you're sending up emails from
and because of the engagement you're getting your sender score for that
domain can slowly increase so overall it has a positive effect on the on the
domain and it reinforces that you're not a spammer you're sending emails you've
got an audience who are engaged they're opening your emails and it clicking your
links and that's really what you want to do if you send emails and there's zero
engagement your sender score is going to slowly slowly die and that's not a good
way to be anyway so I can now choose one of my saved
searches I could I could send entirely to people who in this particular
campaign who've tagged open and clicked or people not an autoresponder sequence
I've put their tags no tags so people who haven't clicked and open so you can
target those who aren't engaged and send them an email hey how you doing what's
going on how can I help that kind of thing so so it gives you a lot of
flexibility than to simply just send to a big list a big bucket of emails
without any consideration as to whether those people have engaged or not anyway
so that's kind of the why and what it looks like you know I would I could then
just go on to the next step to send the email so
so I'm not choosing a list I'm choosing a custom filter so how do we I'm gonna
know I've opened some tabs already there we go
now if you come in to get response what I'm going to do is look at the actual
workflow for putting a tag on to an email subscriber and it's it's very
simple it's under the automation section here if I click on automation I'm going
to create a new workflow and get response have now introduced some
templates which is great it gives you gives you some options here I'm not
going to use a template just for this demonstration you know there's a basic
tagging plan that's the kind of thing that we're going to do these I've had a
look at these they're probably slow ie more involved than what I want for this
demonstration but but you can play around with those for sure I'm gonna
just build from scratch click start now and this is going to be such a super
simple workflow you'll see how high in a mode but here we are so really what I
want to do I'm good to create a workflow for anyone who opens one of my emails so
that opens a message let's start with that
so it gives me the decision point here when any newsletter is opened well let's
have a look at the properties of that what about when any email is opened so
that could be auto responder or a newsletter I'm not going to be specific
I'll have run multiple times on so this will just run in perpetuity forever
every every time someone comes through the system and that's probably all I
want to do at the moment so what do I want to do when any message is opened I
might be in the way a little bit here if I just move in here I'm going to add a
tag so let's do that and we need to connect the two together so gonna just
draw in these together and sign or remove a tag and if I go back to
the properties over here these are the options I've got I can assign or remove
a tag I can select a tag I can create a tag so this could be a brand new tag I
could just call it open like so add that there again run multiple times I'll
leave that on just to make sure it catches all instances of people coming
through my list so what are we saying here that when any message is opened I
want to assign the tag open I mean that's a really super simple okay and I
just save and publish I'm not going to say you can publish this one because
I've got I've got others doing some of the things but in terms of a very simple
workflow that that's you good to go so what's going to happen is that any of
your subscribers who open a message will receive this tag so what are we then to
next I told you I'm gonna show you now that I mentioned about it sort of it's
not a hidden menu I just think it's a badly positioned menu but we just need
to take a look so now if we come into contacts here what we're going to do is
look at the actual search area and I'm gonna go straight to advanced search and
this is where we can select all our lists whether the people are in the
autoresponder sequence or not and the autoresponder sequence and you can set a
timeframe you might not want to be targeting people who last opened an
email let's say a year ago or you know longer you might want to focus on just
recent opens for recent clicks last three months something like that but you
can set a time frame here around that kind of thing in the last you know a
month last two months anytime today even so you can be quite specific and all you
can do is add a condition and the condition we're looking at here's a tag
tag has been assigned or isn't assigned and then you choose the tag that you
created so for example I've called one engagement which which is really just
the same as open and then you apply that and you get a filtered view of your list
and it tells you how people actually have that tag now just
bear in mind when you go to actually send your email over here choosing say
one of these this year the number can be slightly different and that's because if
you have a subscriber who's on more than one of your lists when you come to send
with the tag here you only send to them once so you won't they won't receive
multiple emails so this number can be slightly lower than they've gone yet
then this number because it takes out any duplication of people who are who
I'm perhaps sitting on different lists so we've created a tag in the workflow
area which was over here where we assigned we assigned a tag there's the
engagement one I've just mentioned I could create new tags which I did call
open and then we can come over here and choose the tag which which we wanted to
use the open one because I just created that if i refresh this page that should
then be available from that drop-down list so we can then you know consider
targeting people in that way I can search add a condition tags is assigned
and there's the open tag there but I stick with engagement as I say you apply
that and this just bear in mind this number might be slightly different to
the one when you come to actually send your email to your list hopefully you're
slow with me hopefully this still makes sense now I mentioned a menu option
which isn't obvious because you might be thinking well okay so I've got a number
of Lists I've created which are sorry I should have pointed out you save as a
custom filter so just before bear with me before I go on to one more thing
we're setting our criteria so I've said tag is assigned an engagement and is
here I can add another condition and you can start to do what I basically I could
I could add tag for example it's a sign that could I
could choose another tag like open and apply that I won't do that but what you
can also do is add a condition group and this is where you start to because if if
I apply another to another condition here it's going to match all of these
conditions if I add a condition group it gives me the choice to choose whether
it's an and or an or option so it could be this condition and this condition or
could be this condition or this condition I hope that makes sense it
just it just gives you quite a bit of flexibility I'm I'm not gonna do that
just at the moment but the point I really wanted to show you so I set tag
as a sign engagement I can now save that and give it gave it give it a specific
name so this could you know it could be subscriber is engaged or has engaged
something Oh something like that it doesn't really matter what this as long
as it means something to you so this is what you're going to look for I won't
save this one but you get the idea because this is what you're going to
look for over here in this list here so as long as the name makes sense to you
when you come to send your email and you choose your custom filter and you look
at the list here it's gonna be the name from the save as option yeah I hope that
makes sense I jumped around a little bit there but if you just follow through
these steps it does make sense that and the point I wanted to get to before I
jumped around a little bit was where do those lists exist and what you have to
do is scroll all the way down to custom filters this is why I said there's a
kind of hidden menu option what could be much better placed but if I click on the
custom filters there so here are those lists which you can now edit copy or
delete so that's how you get to them and it's not so if I look at the I created
one called open is just for a test I can edit that
and it'll take you back to the criteria I set and it is just a based on the
engagement tag so hopefully you get the idea from them so what we were all we've
really done is anybody coming into our list can be tapped tagged with something
that's going to be meaningful to you such as open you then create a spoke
custom filter so all those people who open your emails can be targeted with
another email and hopefully they'll be delighted to hear from you and receive
your message that's a quick run-through I hope it makes sense I did jump around
a little bit but if you have any questions leave a comment below or just
get in touch or I can always do another video just to help explain in more
detail as I say this was a response to a question I had about you know how do you
know someone's opening your emails you can of course go to your email under
email marketing you can just look at your statistics and it'll tell you what
your open rates are but this way you can actually target people in a very
specific way for segmentation purposes okay I appreciate your time for watching
any questions get in touch I'm Nigel Yates thanks very much and have a great
day take care and bye for now
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Four Percent Challenge 2018 - How To Use Email List Segmentation and Targeting With GetResponse

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