The Sensible Information to Utilizing Tags and Segments for On-line Program Launches

There’s no query about it – sending emails throughout the launch of a web-based program, membership or course is crucial to launch success.

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

In Rival IQ’s 2023, Social Media Business Benchmark Report, the engagement price per put up (by follower) on Instagram is barely 0.47%. Evaluate this with e 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 e mail.

Over the course of a launch, you’ll sometimes have a lot of key messages you wish to get throughout:

• First, there are any launch occasion emails. This contains bulletins and reminders. 
• Then, you could have the cart open announcement. 
• And, lastly, you could have all the important thing deadlines for bonuses, early fowl pricing, and, in fact, cart shut.

And that’s simply the logistics.

You’ll additionally must reply any ceaselessly requested questions, deal with objections, share success tales, and showcase the advantages. That’s not doable 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 e mail.

The important thing to a profitable launch that doesn’t annoy your subscribers is to make use of segments and ship the proper emails to the proper individuals. And to not ship them to those that don’t need them.

To do that inside ActiveCampaign, you’ll wish to create a lot of 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 could have the power to create and assign tags to your contacts based mostly on demographic, curiosity, and private info they offer you. Let’s dive into the tags it’s possible you’ll wish to use to finest section your e mail listing.

The “Curiosity: Matter” tag

A launch begins effectively 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 must proactively establish these subscribers who’re the very best match to your provide.

The primary technique to establish your most subscribers is to supply numerous alternatives for them to click on via to content material that’s related to your provide. These might be a weblog put up, podcast episode, YouTube video, and even only a social media put up the place some nice dialogue is occurring. Or maybe you possibly can go all out and supply a free downloadable reward.

You could possibly even instantly 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 offers you a brief listing of subscribers who’re curious about that subject and who’re additionally actively engaged with you.

The “Waitlist: Provide Title” tag

As you close to the open cart date, you must begin planting seeds about your upcoming launch and when you do that, you possibly can invite your subscribers to hitch a waitlist. In return for becoming a member of the waitlist, you possibly can provide them early entry and unique bonuses or pricing.

Inside the emails use a easy name to motion to hitch the listing 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, operating a boot camp, or sharing a video sequence to assist improve your listing measurement forward of the launch, you’ll additionally have to create tags for this.

You probably 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 in addition lets you ship even reminders. Both via 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 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 may assist you establish your hottest leads. Armed with that info you possibly can 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 want to guide a 1:1 chat.

You aren’t simply blindly reaching out to anybody, as a substitute, 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 have to know who to exclude.

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

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

The “Decide Out: Provide Title Promo” tag

We additionally wish to give our subscribers the chance to choose out from receiving this explicit marketing campaign, while not having to unsubscribe from every part.

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 Title Promo” Tag is added.

You possibly can place a line of textual content within the footer of your e mail giving them this feature or you possibly can select to make it apparent by putting it proper on the prime:

If you understand there are explicit particular person subscribers or teams of your subscribers who the provide is just not related to, you can too 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 could have your tags arrange, you’ll be utilizing them in just a few alternative ways.

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

• Waitlist: Provide Title > Sends Waitlist Affirmation E-mail
• Occasion: Title > Sends Occasion Affirmation E-mail
  Non-obligatory: Add your occasion reminders to this automation utilizing Targets to maneuver subscribers to the right date and time.
• Clicked: Gross sales Web page > Sends “Any Questions” E-mail
  Observe: Guarantee there’s no less than just a few 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 E-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

Upon getting grasped the facility of tags and segmenting inside ActiveCampaign, you’ll really feel extra assured that your emails are going to the proper individuals. And extra importantly, you received’t really feel like you’re 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 possibly can eradicate loads of that concern and nervousness. With the added bonus of your subscribers feeling like they’re sorted with the content material and gives they wish to see.

In order for you extra particulars on what emails to ship, when, and to whom, be sure that to seize your free e mail launch plan right here.

Concerning the creator

Yael Keon is an e mail advertising marketing consultant 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 singular capability to see the large image and map out sensible steps to realize outcomes, Yael now helps small enterprise homeowners to navigate their approach via the world of e mail advertising, serving to them discover the proper methods and strategies for his or her distinctive enterprise. 

That is carried out via 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 loads of self research, Yael believes that by being taught the proper ideas and given the proper instruments, you possibly can run a enterprise that helps your life-style of alternative.

Contact Yael: