Behavior segmentation is the darling of the Internet marketing world right now, and for good reason…
By knowing what your prospects are doing and setting up systems that cater to their interests and movement, you’re able to engage more of your audience by sending fewer emails, creating a boatload of new revenue for your company.
Today, what I want to share with you is how to start setting up your systems the right way, so you can engage with your list more effectively.
Truly, Scriptly’s Autoresponder Engine was built for this. Regardless of what you sell, with the Autoresponder Engine, you’re able to craft your emails intelligently, always catering to the individual subscribers in the different segments of your email list.
Before we get started though, there are a few things that you’ll need, to pull off behavioral segmentation (or dynamic segmentation) as it’s sometimes called…
The first is an understanding of list segmentation, and how to put people in different ‘lists’ or ‘categories’ based on tags…
And the second, you’ll need one of the more advanced email marketing platforms, like Infusionsoft or Ontraport. You can pull some segmentation off in Aweber and some of the others, but you’re limited to major actions someone on your list takes – like purchases…
In Infusionsoft and OntraPort, you can put people in different lists based on a URL that they visit, a link that they click, or a way that they fill out a form.
Before get into the specific campaigns that you can use to set up your Segmentation System, let’s first go through what a ‘Trigger’ is.
In order to put move someone from one list to another, there needs to be an event, or a trigger, that happens.
When someone does this, they get added to this sequence. When they do that, they get added to that sequence.
That’s not to complicated to figure out.
- When someone goes to a product sales page on your site, they're automatically added to the email sequence that promotes said product.
- If someone visits a thank you page on your site, it's because they just bought something. You'll want to deliver their product and sell them the next thing in your sales funnel...
- Or, if someone from your list watches Video #1 in your launch process, you want them to then get added to the sequence that promotes Video #2 (and taken off of the Video #1 sequence).
- Another example - if someone clicks a link in your email but doesn't watch the video on that page, you want to send them an additional email linking to the video (or asking them what happened!)...
The possibilities are endless as to what you can do… The first thing to think about though are Triggers that need to happen in order to accomplish what you’re trying to do.
A Trigger is an action that your user either takes or doesn’t take. Some examples being:
- Clicking a link in an email
- Answering Question #4 of a survey this way
- Visiting a page on your website
- Opening an email
- Buying something (or opting in for something)
- Logging into your membership more than 8 times
- Adding a product to a shopping cart but not buying
- Buying your front end product, but not your upsell.
In each of these situations, there are actions associated with your customers, and you can use those actions to smartly automate and segment your list.
How we do it is by setting up a ‘Rule.’
Setting Up Automation Rules
The Automation Rule that you set up in your system is the recipe… It’s the thing that says is what happens when an Action is triggered.
Here are some examples:
- Your subscriber doesn't click a link in any 3 consecutive emails, they are then moved to the next affiliate promotion sequence (because they obviously weren't interested in that initial product...)
- Your new customer buys your front end product and your first upsell, but not your second one; so they are sent confirmation emails for the Front End Product and Upsell #1, and then moved to the promotional sequence for Upsell #2 (so they a reminded to buy).
- Someone clicks the 'Add To Cart' button on your sales page, visits your shopping cart page and doesn't buy, so they are automatically added to your Shopping Cart Abandonment Sequence until they do (and this can all be done with URL's, not additional optin forms).
To do this, you’re going to want to set up the autoresponder emails first, then create the rules inside of your system, so that when they start firing, you’re all set.
(NOTE: It’s worth saying that you can do a lot of the same things through banner retargeting as well! Banner retargeting is based on including and excluding audiences of people who visit your site, which means that you can follow the same sorts of rules to move people from on retargeting segment to the next.)
Your automated system is only as good as the sequences that you set up for your prospects to move through, based on the actions that they take…
So, inside Scriptly, we’ve done all of the leg work for you.
Product Sales Sequence
With it, you can send your list right to sales videos or long form sales letters, as well as advertorial-type landing pages.
You can also use it for multi-video launches, sending folks from one video to the next!
Whenever you want to promote a product, service or coaching program to your list, use this sequence.
(Note: We do have a sequence coming soon that writes all of your product launch copy as well!)
So, you use this when someone buys your front end report or membership, but not one of your upsets. If they buy your front end product, but not Upsell #1 or Upsell #2, you’re going to deploy the Ascension Sequence.
If they buy your front end product and Upsell #1, but not Upsell #2, you’re still going to use the Ascension Sequence… The only difference is you’re going to set it up to sell Upsell #2!
Shopping Cart Abandonment
The Shopping Cart Abandonment Sequence isn’t particularly sexy, but it is powerful. With this sequence, you’ll want to tag everyone who adds a product to the shopping cart, and then fire this email series when they don’t buy after 24 hours.
So, your rule will be something like:
- If prospect adds product to cart, put them in the Shopping Cart Abandonment Sequence.
- When prospect buys, move them out of the Shopping Cart Abandonment Sequence.
- If they are still there after 24 hours, start sending them email reminders, until they buy.
Waiting List Relaunch Sequence
Usually, what happens is you’ll put up a landing page that says, “This offer is closed.”
When someone signs up on that page, they should be put into your Waiting List Relaunch Sequence. Email #1 thanks them for being added to the Waitlist. Email #2 through #5 which goes out a few days after, invites them into the course and then shuts it down again.
You can modify the delay between email #1 and email #2 to be however long you wish :0)
Flash Sale Sequence
The idea with a Flash Sale is you get a bunch of new buyers for your discounted front end product, and then you march them through an upsell funnel to make some of that money back.
… Which means, you can use the Ascension Sequence for the products that folks don’t buy in your funnel!
These emails employ some of the best email subject lines and body copy that we’ve ever tested. Their importance is to get an old subscriber ‘woken up’ and clicking links again.
We also use this sequence to build credibility and some social proof, by showing them around the internet a little bit and tying your brand with other HUGE brands.
What the Post-Webinar Email Sequence does is add a twist to it… We push the sale. Pretty hard.
If someone signed up for your webinar and either attended or didn’t, we want to make sure that they have every opportunity to buy your offer possible. And after running hundreds of webinars, we’ve perfected the replay sequence many times over.
Typically, whatever sales you got on your webinar – you’ll double that with this sequence going out within 24 hours of the webinar…
From a behavioral segmentation standpoint, there isn’t much going on with this ones, unless you’re moving someone off of a sequence that promotes a video, to a sequence that promotes a webinar. (Some folks would rather buy on a webinar!)
They key to these emails is to really spell out the benefits that someone will receive by attending!
The idea is that if they were really interested in what we were talking about, they’d be doing something. If not, then we need to change course pretty quickly.
Now, I know that people’s lives get hectic and they aren’t just sitting around waiting for an email from us, but if they’re not doing anything we try to figure out what kind of content they will be interested in.
So, we ask questions like, “What’s Your Biggest Challenge,” and have them choose from a dropdown box.
Whatever they pick in the dropdown, they’re automatically moved to a sequence catering specifically to the interests that they choose.
If we have products for that interest, then they naturally go through those first. If we don’t, we put them in a sequence with affiliate offers.
After someone signs up for your list, you have a very small window to make an impression on them and we do this by nurturing or bonding with them.
The bonding sequence typically goes out after your first product promotion, but before the next… So, in the overall scheme of things, this sequence is the second that they get added to.
What we wan to do here is introduce them to use, what we stand for, who we are, and what we do. One of the things we do inside Scriptly’s campaign to keep clicks up is link to social profiles, so they can get a good look at who we are!
Direct Revenue Sequence
We have them email us their answer.
What this does is open the door for coaching and consulting offers to be made through email or on the phone, and it’s resulted in the fastest money I’ve ever made.
In fact, you’ll see the Internet’s top guru’s doing similar stuff about once a month because it’s such a revenue driver in their business.
So, there you have it. Behavioral Sequencing and the email templates that’ll get it done for you. Now, it’s your turn…
Tell us how you plan on using these sequencing tips to generate more revenue?