hello hello everybody Welcome in we've got some people coming in we're so you it's gonna be a fun super fun day we have the amazing and comparable Danielle duet with us today um looking over crafting email Journeys um and so we just want to be able to offer this to you guys um to give you some some education right of how to uh better do your your email Journeys but also just some Pro advice right um many of you guys know Danielle in the community as somebody who is super helpful always there to uh lend lend her comment lend her hand uh in in your journey there um and I want to give a little bit of information about who Danielle is because like I said you may have seen her in the comments but now we have her live um so before we get started um yeah I I do want to introduced Danielle she holds a degree in Psychology but her true passion lies in deciphering the psychology of sales and marketing she's head over Hills for cartra because it's the ultimate all-in-one marketing magic wand um she does love helping entrepreneurs simplify the techie stuff and create authentic impactful online strategies she's earned the cartra member of the month um in September for three years straight and no doubt you've seen her around the karta community sharing knowledge tips and encouragement um Danielle is your goto expert for demystifying marketing tech building brilliant funnels and making online business a breeze so we are super excited to have Danielle teach us how to craft effective email Journeys like a ninja um and if you guys have questions we will have a Q&A at the very end so please do um put your questions at the in the chat box and we'll get to those um and without further Ado I turn over to Danielle hi everybody um thank you so much for joining me to day I'm super excited to share this with you um it's an honor to be able to do an novice to ninja uh training today so um good to have everyone here and uh let's let's get started let's dive in let me share my slides um let's see here good yeah all right perfect awesome okay so I did have a little fun with creating my slides for you so hopefully uh hopefully you enjoy them and it makes learning the concepts a little bit easier so um we're going to talk about mastering cartra sequences in your business and we're going to use them to craft effective email Journeys meaning we're not just thinking of you know in terms of the tech but we're going to look at the strategy behind why we do the things we do when we set up our Tech um which can be super help help ful in making um your decisions as to how you're setting things up a little easier when you think of your leads as the people that you're looking to serve and their process of going through your funnel as a journey and not just um you know a marketing um a way of marketing to them but a way of helping them and reaching them and building that relationship Okay so a little about me real quick um I'm a mom this is my daughter Savannah she's a senior in high school this year I'm an animal lover if you are connected with me on Facebook you'll know I post about them quite a lot I don't post Savannah so much just because I respect her privacy so um but my pets they've said it's fine mom go ahead and post me on social media all you want so this is my cat gamy and these are our dogs Holly and honey I am a marketing strategy and Tech expert I love this kind of stuff and I love helping other people who might not be so much into the marketing or the tech side of things um take care of all of that and make it easy for them so that you can concentrate on the stuff that lights you up and you know the stuff that you're good at being your zone of Genius um I love to learn something new every day in all different topics but I always try to just go and find something new that I didn't know before and I find that you can learn new stuff everywhere from everyone um and teaching absolutely lights me up so being here today is the highlight of my week my month this is super exciting for me and I appreciate all of you that are taking the time out of your afternoon to be here or you know whatever time of day it is where you are to be here with me and if you're watching the replay thank you so much for taking a little bit of time out to join me for this um and I am a certified uh cartra partner in Tech I'm a technical expert and business consultant side of things all right so now we're just going to jump in and okay so this is what we are going to cover today um understanding sequences so we'll go through the basics and the anatomy of what makes up the cartra sequence um we're going to talk about the right starting rules choosing the right starting rules and I think it's going to be super helpful this is an an area where I find a lot of people are doing things that are making things a little more complicated than it needs to be so let's simplify and set it up in uh the best way possible ible for what you're looking to do um we're going to talk about how to choose your recipients again that's another place where I've got some real tips to help you and um it's a it's usually one of the places where I recommend to check first if things are going wrong in a sequence so knowing how to set that up correctly from the get-go will save you that trouble we'll talk about gdr gdpr compliance when to check that box in your emails if you've seen that and wondered what am I supposed to do with that um we are going to talk about crafting that effective email Journey so designing your sequence flow we'll talk about when and how to use splits if you've ever opened up a done for you campaign and it's got a very complicated looking email sequence I'm going to share how to simplify that and make sure you're using what you need and not what you don't um when and how to end a sequence we'll talk about one of my favorite tips to share is using that unsubscribe and why I recommend that we'll do the art of sequence naming which is um an important part of the journey an important part of what your leads will see and experience um we're going to talk about achieving desired results so we'll talk a little bit about goals and metrics that you can be measuring and taking a lookout inside of your cartra account how to optimize your sequences over time so they get better um the tips tricks and best practices I didn't really save them for the end I'm going to just sprinkle them out throughout the presentation so everything uh I hope is going to be super helpful to you today as we go through but I will take a Q&A at the end so anything that you have that comes up please go ahead and just um pop them in the chat or the Q&A and we'll I'll take I'll go through all of them at the end okay all right perfect so what are sequences in cartra right they are automated so it's going to be when you want something to happen that is triggered by an action and then the automation happens after that and leads can unsubscribe from their sequences so sequences are actually listed in the same way as um lists when someone goes to edit their details or unsubscribe and we'll take a look at that in a in little bit down the line here but leads can unsubscribe from a sequence in the same way that they can unsubscribe from a list that they're on so when I say triggered by an action we typically will have something like they have submitted an opt-in form they've put in their name and email in that form or they've bought a product so they visited our checkout in cartra and they purchased something so those are the actions that often start someone into a sequence but we also have some automations that can happen as the trigger those automations might look like inside of cartra If instead of using the starting rule you decide to subscribe someone to the sequence in inside of your form or inside of your product there's always a section in the automations setup part of your assets where it asks if you wanted to subscribe them to a sequence so you could do it there as an automation I prefer using the starting rule for the most part but some people prefer using the automations you could also have automations that come from outside you might be using zapier or PAB and something like that might be if you have if you're running Facebook lead ads and you need a way to get your leads from the Facebook ad into your cartra account so you set up an Automation in zapier or P or whatever you're using uh so that's another way where you can say when I have a lead that fills out my form on Facebook add them as a lead in CRA and then subscribe them to a sequence or you you can manually subscribe your leads to the sequence and by manual I don't mean that it has to be one by one you could filter for the group of leads that you'd like to add to the sequence or you could take everybody on your primary list for example select them all and go to action subscribe to sequence and that is a way to get them into the sequence so there's quite a few ways where someone can be triggered into getting into the sequence but that has to happen for it to work so when do we use sequences when are they the thing that you're going to want to set up well lead magnet delivery is one of the top because typically the first thing that you want to do when you get set up in cartra is you want to start building your email list so you want to set up your lead magnet funnel and you would deliver that lead magnet in a sequence so that you could send an email with the lead magnet but also you want to send that follow-up sequence that's going to nurture that new lead build up no like and trust and then make an offer to them we might have a specific welcome or nurture sequence that you set up that um everyone goes through when they first join your your list and we'll talk a little bit about how I recommend setting something like that up so that it works for you and you can scale and grow with the system that you set up if you have an evergreen sales sequence so if you have something where when someone comes in through maybe a webinar after you do the webinar they get offered a limited time sale price let's say and they go through this Evergreen sequence where they have a limited time but everybody is it it's Unique to everyone because it's set up as Evergreen meaning it's not everyone going through all all at once at the same time um but that's kind of set it and then it continues to work for you product delivery is another one so if somebody if you sell coaching or a digital product after they buy the thing you need to deliver it to them so an email sequence is how you would set that up you might have an evergreen newsletter so some of you might send out your newsletters weekly or monthly and you sit down and you write it and you send it out or you schedule it to go out at a certain day or time but sometimes we set up an evergreen newsletter where maybe we send we write 12 or you know 12 monthly or 52 weekly emails that we want someone to go through in order and we set it up in a sequence so that when someone first gets subscribed they get started at email number one and then they work their way through so that's another reason you could use a sequence um a quarterly challenge or really any type of challenge that you do over and over again it may be helpful to set up those emails inside of a sequence so that you can just reuse that And subscribe people in when you start the challenge unsubscribe them at the end and the next time you run it you just repeat the process so these are some of the reasons why you might be using a sequence now let's talk about the anatomy of a sequence um what are the what are the parts of the sequence when you get into your Builder and you are taking a look at that sequence canvas so we have at the top our starting Rule and we talked about that that is the trigger it's one of the ways of triggering people being subscribed to the sequence and then in the middle there we've got our steps and at the end we've got how we're going to end our sequence which I recommend most often is an unsubscribe so we'll start at the starting rule we'll go through starting Rule and then we'll go through our steps and then we'll talk about the ending okay so starting rules now when you get into your canvas and you open up the starting rules you'll see this selection there's a lot to choose from here I'm going to tell you right now that 98% of the time you only need to use one of these two that I'm showing right now the opt-in form or the order 98% of the time truthfully so we've got order first and that's when someone buys your product so that makes sense right if someone buys my product subscribe them to this sequence and in this sequence I'm going to send them an email giving them what it is they just bought and then I might follow up with them um or do whatever else you know if I have some emails that are going to go out after that but I might just have a sequence with one email in it delivering what it is that they bought and this would be the starting rule I'm going to use for that the other one that you'll use most often is opin form so when someone opts in when someone fills in your form they get subscribed to this sequence this would be for lead magnets it would be for signing up up for your webinar it would be um if they are signing up for your challenge that's going to be opin form now this I just popped in as something that I recommend as an easy way for you to know when you're using a form and when you're using a product if it is free you're going to use a form so we've got our fs and if it is paid you're going to use a product so we've got our P's now even if that thing that you're giving away for free actually is a product so if it's a course or a workshop or something that you normally sell but you are giving it away to this group of people for free you're actually going to use a form for it okay so that's just an extra Pro tip there now on our list of starting rules here we've got a bunch and these are three that you'll almost really never use and I'll tell you why so this one here is list right our first one in the list here from left to WR is list now like I mentioned a little bit ago lists and sequences in a lead's eyes are pretty much the same thing you're either subscribed to to a list so that you can get broadcasts going forward or you're subscribed to a sequence so that you can get the emails that are in the sequence scheduled for you to get so having a list and a sequence just doubles it up and it creates confusion for your leads I'll show you exactly how when we get to that slide but it's also just more work for you I see this happen this is definitely a pitfall that I see when I work with clients is that they have a lead magnet and they have a lead magnet list and a lead magnet sequence and you really don't need that list so and remember that when they filled out the form to get the lead magnet we used optin form as our starting rule so we wouldn't need to use list just doesn't make sense the next one that's exed out is Page visit now page visit is affected by the price privacy settings on people's phones and browsers and you know their their other mobile devices now there are a lot of um a lot of browsers that block cookies to protect someone's privacy of what they're looking at on the web right we know that and so the page visit is really triggered by cartra being able to tell to recognize a lead and recognize their cookie on their device and so this isn't going to work all the time anymore it it used to work a lot more uh a lot more reliably before all the privacy issues with people's browsing so you could set it up it won't work all the time but in theory what would happen is if cartra could recognize someone visiting that page as a lead by their cookie and they lead in your system they could get subscribed to the sequence and this used to be used sort of like hey I saw that you were looking at this page so here's this email but that can also be a little bit invasive so it's just probably not a good idea to use it and then sequence as a starting rule doesn't really make sense right because we are saying then if they're subscribed to this other sequence subscribe them to this sequence too which just I can't think of a use case for that because you will put your emails into the other sequence you don't typically want to subscribe to people people to two sequences at the very same time but even if you did you would use their trigger you would use the opt-in form or the order that they placed in order to do so you wouldn't say when they're subscribed to this sequence subscribe them to this one also what I see happen sometimes is I will work with someone and we'll get into their sequence and I will see that a bunch of these are turned on they'll have opt-in form and Page visit and sequence and an Automation and you don't need to have all of those to com to do the same thing right we keep it simple there may be times where you have two starting rules for example you might have um you might have a course that you typically sell so order form is one of the starting rules for when they buy it but let's say that you also put that course in a bundle or a summit and you have a form that gives those specific visitors free access so you have two starting rules then one would be when they fill out the opt-in form and one would be their uh order so you can have more than one starting rule but you don't have to have all of them set up right now occasionally you can use the automation you may need this for specific things and I'll give you two good examples here if a lead is granted access to a membership so if you have a course or you have your membership and you on a fairly regular basis give free access to maybe a contributor maybe a you know a JB partner maybe you're just giving some scholarships to the program so you're adding them in um if you add when lead is granted access to the membership then those people that you add in manually will get subscribed to this sequence so they get the same experience that someone who paid for the course or the membership gets another great reason to use the automation is if you use cart surveys especially if you use them as like a buzzfeed style personality style quiz on your front end as a lead magnet in that case you may have a bunch of questions that are weighted with a certain amount of uh points and then you have these buckets at the end these different success pages that people would go to based on how many points they got from the answer to those questions and then for each of those buckets you'll have a different result and you'll probably have a different email sequence that you'll want to subscribe people to so in this case for your sequence your starting rule you can set the automation to if lead completes a survey and lead's Survey score is and then you can put in the amount that it might be or you could say lead's question the answer to their question was XYZ and maybe that puts them into a certain sequence versus another so you're going to use the automation starting rule when your starting rule action is not covered by orders product or fills out form or a tag so you'll come into automations and you can use all of those filter options that cartra has built in to say specifically who gets added to this sequence another easy way to um to use the automation here might be if you only want someone who when they fill out a form answered a form question like a custom field a certain way so I might ask in a form or a survey do you like cats or dogs and I might want to describe the cat lovers to one sequence and the dog lovers to another and I'd use an automation so that I'm able to filter them into the right one so now let's talk about a tag as a starting rule you really only want to use the tag when you want to ensure that someone goes through the sequence only once so tags only automate the trigger the first time someone gets that tag I'm going to use an example of when I love to use a tag as a starting rule for a sequence and that's if you create a tag called start welcome sequence or whatever you want to call it but that's what I use and you have a welcome sequence that you want everyone to go through in the beginning when they first come into your list but you don't want them to get it every time they opt in for every new lead magnet you put out or every webinar you want run right you only want them to go through that one time so for example here no matter where someone starts they get added to the welcome sequence only once because we use the start welcome from sequence tag so what I mean by this here is let's say that you have quite a lot of different entry points onto your list so for example here you have an ebook and you have a webinar so someone might opt in for your ebook and they'll go through that sequence you can see the sequence right underneath the ebook that they would go through and then at the end that last red step would be add the start welcome sequence tag which would put them into your welcome sequence and right next to it we've got our webinar so let's say someone signed up for our webinar and they go through the sequence that's right underneath the laptop there and in that last step they get the start welcome sequence tag well the cool thing about using this is that if I already have the start welcome sequence tag because I got your ebook last week but this week I signed up for the webinar I'm not going to get put into the welcome sequence again the automation isn't going to fire a second time there because that's the way tags work so this is a great example of when we actually do want to use a tag as a starting rule um but I just want to point out though I don't know if I'm if I got lost in my slides here but we want to make sure that if you are using tags as the starting rule for like every one of your sequences I'm going to recommend that you re-evaluate and switch to either using the form or the product for your lead magnets your challenges your webinars because someone actually might want to go through those more than once also for products so if you are selling something like I do like coaching where most of my clients are going to buy coaching with me more than once if I used a tag as the starting rule like when they bought coaching I said let me add a tag and that tag starts them into the sequence the second time they bought a session they wouldn't get the email with the link to purchase or the L sorry the link to schedule right so when you have things that people might do more than once like opt in for your challenge or opt in for your lead Magnet or you run a webinar and it's the same you use the same form every time you want to make sure that you're not using the tag as the starting rule for those because inadvertently you might be um you know you might be keeping them from getting that email sequence the second time okay so now in the anatomy of our sequence we are looking at that middle part and that is our steps so most often the steps inside of an email sequence and I do see some really great questions I promise I will come back through and clear up some of those questions um and I see one here about tags yes tags are internal for sure and lists are forward- facing and they can unsubscribe from that um but what I'm talking about here with the tags as the starting rule is just that if they already have a tag it won't subscribe them to the sequence a second time through okay so the steps inside of your email sequence most often are emails but they can also be automations so you can actually add steps into a sequence that don't involve an email those automations might be subscribing someone to a list so for example if someone comes in through a lead magnet email sequence and at the end of that sequence after they've gotten the emails that you wanted to send to them about the lead magnet you subscribe them to your newsletter list at the end right before you unsubscribe them from the sequence so that way they don't get subscribed to the newsletter sequence right when they fill out the form so that way you don't have them getting your newsletter on the same day that they get one of the follow-up emails from your lead magnet right so that might be a step that you add right before you unsubscribe them or you could have that add tag automation step like we talked about at the end of your lead magnet sequence you might have a tag that says start welcome sequence now the cool thing about using that welcome sequence tag is that you could then grow to have as many lead magnets as many quizzes and surveys as many webinars as you want to have out in the world and you know that at the end of each of those specific sequences you have the tag to add someone to the welcome sequence and you know that the very first time they get that tag they'll be added into the welcome sequence and if they do anything else after that and they go through and they get that tag step again because they already have that tag they will not go through your welcome sequence another time you know that way someone's not always getting that email that says hi I'm Danielle and here's what I'm all about and all of that right okay so the next thing I want to talk about about steps inside of your sequence is that you'll notice in your steps there are numbers in the little blue uh Circle in the top left of the steps those numbers are like the steps name and you can see like my lineup of children here if we were to reorganize those kids in a different order in that line their names wouldn't change they still are who they are and that's true of your steps in your sequence as well so if you move these around let's say that I decided to put this number two email in the first position and I want to swap one and two my sequence might say step two step one step three and that is perfectly fine because those are the names of those steps right that's not going to change and it is perfectly okay the order in which people go through the steps is the order in which you have them connected not the number that is shown on the step so inside of your step when you're doing an email in your sequence this box pops up and this is all of the parts of setting up your email so we're going to go through each one here and how to set those up so the delay you can set to be right after previous step and this means whatever um whatever came right before it this one's going to come right after that so your first step in a sequence is typically going to be this so that it happens right after someone does the trigger like optin for the lead Magnet or bu the product but you could also set this to be a delay of hours or days and that delay is from the previous step not from the beginning of the sequence so if you set a one- day delay for each of your emails they would come one day after another but if you set a 7-Day delay that would be 7 days from the previous step the lead was in not seven days from when they originally filled out the form or bought the product you can also set this delay to a specific date and time if you need to and it's important to note that then once that date and time is in the past this email step will be skipped as if it doesn't exist they'll pass right through it so just something to keep in mind the next um the next step in setting up is the day and time so this is where you could say that this email goes out only between 7 and 800 a.m.
But something to consider is that that time is in your time zone that you have set your account for it's not taking into consideration someone else's time zone so if you are international this could have the opposite effect of what you're looking for um and if it's 7 to 800 am in your time zone but the person that you're sending to is on the opposite side of the world it's going to come in the evening so just something to keep in mind and then you can set for a specific day so you could say I want this email to go out only on Wednesdays but you want to keep in mind then that if the set if this is set to go out at Wednesday at 9 you know between 9 and 10:00 a.m.
And it's noon already when I get into this step then I am not going to get this email until the next Wednesday that comes up so that can hold things up you just want to make sure that you understand when you're setting those how that's going to work the communication step here in setup is for you so when you set this you want to name this so that you know when you're looking at your whole canvas of your sequence which step is which so I like to name these things like welcome and delivery first followup offer to people who haven't bought yet so that I can understand real quick what email that is or I take the subject line or the topic of the email and pop that in the communication so that I know because at some point you might want to come in and evaluate your sequence and maybe switch things around and if your emails Communications are labeled email 1 email 2 email 3 that can become less helpful to you to Future you that doesn't remember what was in email 3 the Gateway step here is going to be where you add what name and email this email address this email is going to come from by default this is going to be what you have set up in your cartra mail Integrations as the cartra mail Gateway if you wanted to switch this out you can so on a Case by case email by email basis you can switch what the name says and what email address address it is but by default it's going to be it's going to come up with what you have as set in your Integrations you want to make sure especially if you're brand new in cartra and you're setting up an email sequence if you have deployed some campaigns before you actually customized your integration you do want to double check and make sure that your gateway does not have an email address like Danielle carta.com which is a placeholder email and and um that is not an actual email address if you leave it as that when people try to respond to you they'll get a error message and that email won't come to you so you do want to make sure that you're using a business email address of your own and you have switched that out in your gateway the next part is the recipients and we'll talk a little bit in detail about recipients in just a moment here after that we have the split test most of the time you're not even going to be split testing this is really effective when you have a high volume of leads coming through in pretty much a short period of time so you can get quick feedback and figure out what's you know which email is performing better and which one you want to use but you can split test and you can check for um you can check the different subject lines for open rate or in the email copy you can check for like which one gets more clicks and then decide which one is better um is performing better but for the most part we'll just select that the split test is off we'll send one email The Next Step there is email content that's where you are going to put um that's where you're going to put your subject line and your preview text and the body of your email and then the automation step is going to be where if you want to set up any automations that happen based on that email specifically you can set that up so we'll do we'll talk about that in just a moment here too so this is a deep dive into your recipients section of setting up your email and in the recipients we almost always are going to be using anyone reaching this step so we don't need to double up with rules here like someone filled out our form and that was our trigger that started our starting rule that got them in here we don't have to set the recipients as has filled that form because we already know that that's how they got in here so we can just set this to anyone reaching this step when it's helpful to dive a little deeper into the filtering might if you want to specify that this specific email should only go out to the people who haven't bought the product yet but maybe you're going to send another email to the people who have so you can use the filtering here to specify who gets a specific email in this sequence but you don't have to always do that so often you can just say I want everyone who's in this sequence to get this email so you'll use anyone reaching this step now we do have this check mark this checkbox here that says gdpr and CCPA so gdpr is in the European Union and CCPA is in California in the US there are other states that are looking to follow suit with California as well but this law protects people basically saying that they can opt in for your lead magnet or your product they can buy your product and actually tell you they do not want to receive any type of other emails from you they don't want to receive your newsletter they don't want to receive your um your marketing emails they just want what they got so we'll check this box if this specific email is related to the thing they opted in for for free or the thing that they bought so if this email is delivering the chall that they signed up for you would check this box if this is the calendar link to book the session they purchased then you'll then check this box but if this email is promoting your next product you wouldn't check this box okay and the automation step inside of your email steps here you have the ability to automate based on lead opens this email lead does not open this email within a certain time period lead clicks on a link inside of the email and you can specify which link or you can say any link or lead does not click on a link inside of an email within a specific amount of time and then you can automate what happens because of that so um something good to use this for might be if lead opens this email add some points if you're using the point system if a lead clicks a link inside of this email add a tag so maybe I have two links and I say which one is your favorite cats or dogs and when they click the cat link I'm going to add a tag that they like cats and if they click the dog link I'll add a tag that they prefer dogs or you could have this set for if lead clicks a link clicks the unsubscribe link inside of the sequence that we create like custom unsubscribe then unsubscribe them from all lists and sequences or maybe just this one specifically and this is a great use of when you want to have a custom unsubscribe link besides the unsubscribe at the very bottom of every email that goes out by default this can be really helpful um you know during launches or whatever if people want to pop out of the sequence rather than staying in um because it's not for them right they're like well this is really not what I thought it was so um you can have a custom unsubscribe rather than having them unsubscribe from the footer all right so now we are going to switch into designing our sequence flow and yes I see um I will go back through and we're going to I'm going to answer all of the questions so if there's something that I uh you know that I that you need clarification on along the way I will come back and answer all those questions and we will uh make sure that I clarify anything I need to okay so this is the way that I like to think about sequences I'm a very visual person and when it's explained this way to me I'm like okay now I kind of get how it's more of um more of a journey that I'm I'm building and I get how I need to set up the tech so I like to think of it as your leads moving through a sequence like on a game board right so you can see we've got our purple piece up at the top in the starting rule when they do the trigger they get subscribed and then they move through all of the steps in the sequence and then they hit the last step in that sequence and they get unsubscribed or not we'll talk about that but when you look at it this way um I think it kind of helps you to see how we're setting up our sequence and how we're setting up our steps two things when you're setting up your sequence to make sure is that you want to activate and connect your steps so if your step when you first create it will look like the light gray on the left it'll be in active you need to activate it to make sure that the email will be sent out and you have to connect it on the right you can see the yellow dots and the line in between the two steps in this case the starting Rule and the first step of the sequence so inactive steps that are connected get skipped as if they weren't there this is one of those pitfalls that I see happen where someone sets up their sequence like is shown in my slide right now where email number two is inactive and they think well I will be working on that email and I'll get to it and when I get to it and I activate it people will get it but in the scenario we're showing here because that step is connected then the person in the sequence will actually just move right through that inactive step as if it wasn't there and they'll already be in step three when you come back and you edit step two and activate it expecting that people were stuck there and will get it they've already passed right they've already gone through and they're way lower down in the sequence so we wanted to make sure that um if your step is inactive it's not connected now the other thing that is sometimes what we need to look at when someone says well no one's getting my emails in my sequence you need to make sure that they're connected so in this case here we have step two and three are not connected so the lead is actually going to get stuck in step two now sometimes we actually we want that and in the case of you not yet um ready for email 3 to go out here we're still working on it then if we break the connection like this people will hang out in step two until we connect the steps and then they will move into step three so this is actually the way that you want to do it if you are still working on an email rather than having it connected but inactivated okay so now we're going to talk about when to use use a split and if you have imported a done for you campaign or if you've had someone build you out a campaign you may have sequences that are quite overwhelming and look like this they've got a lot of different splits a split is when the step checks to see if a lead matches a certain criteria at the moment when the lead lands on that step so it checks right then sometimes these sequences are built with the expectation that the lead won't meet move through until they meet a condition which is the way a lot of other systems work but not what works in cartra so in cartra when the lead lands in that step it will check right then and then move them which way they need to go if the condition is true they'll go down the true track which is the green option there and if it's false they'll move into the red track now you really only need to use these if you're going to have a completely separate path that someone's going to go on based on that condition so if for example in my split here if it was true they're going to get a whole series of emails that are different than on the false side but when you don't need to use splits is when you're going to be sending reminder emails and the reminder emails are based on did you watch the webinar or not and you're just duplicating emails on the left and the right side over and over again and you keep using splits to check again and again you just don't need to make that complicated of a situation in your sequence there's a better way to go about that so let's talk about a situation where we want to send an email with one type of content in it to people who in this case didn't buy yet and then we want to send another email to the people who did so my first email here is to my non buyers and in my recipients I'm going to have that set to has not purchased the product yet and in that in that email I'm going to have a call to action for them to buy it but in email number two here which you can see I've circled the recipients the recipients here is set to has purchased the product and so I might send an email that's slightly different I won't have the call to action to buy what they already did and I'm not going to offer them a discount on it because they've already got it I might either just send a value email in its place or I might make a different offer to them but you can see that I don't need to split these people up in order to do that I can have two emails that go out one right after the other and I can just filter by the recipients who gets which email so if I go through step number one and I have already bought my product um I'm going to just not get that email and I'm going to move into step number two and this one I meet the recipient's filter I have purchased that product so I am going to get this email so in this case you don't have to make a split just to send two separate emails to people you can just put them in the sequence one right after the other and divvy up who gets what by setting the recipients now we come to the end of our sequence this is the finish line and I almost always recommend using an unsubscribe sequence step and this can be a little scary because unsubscribing sounds bad right I know that some people worry that we're unsubscribing them are we losing them as a lead we're not going to lose them as a lead they're just getting unsubscribed from this specific sequence there's still a lead in our list they're still subscribed to any lists that um you know any specific list that they're on there's still a lead in our account they're not going anywhere they're just not going to be shown as subscribed to this sequence anymore and I'm going to give you some good reasons as to why I want you to do that so the big debate here is the unsubscribed versus complete so you might be saying Danielle I see a complete step in my list of options and I want to use it because it's green and it looks pretty and it makes sense to just complete the sequence but I want you to think about it this way so at the end of a sequence when all of the emails are done we're not going to use this sequence anymore for you know these people they're they've gotten all the emails that were in the challenge or all of my welcome sequence after uh they got the lead magnet I want them to reach the finish line here they've won the race they can go home they get unsubscribed when we use a complete step it's like a dead end they get caught up in that complete step and they stay there forever and ever and ever so here's my first good reason is why we don't want them to get caught up in that step the first one is analytics so I'm going to show you here we've got two sequences for a lead magnet the first one here uses an unsubscribe so I can see that there are 35 leads actually going through this email sequence right now and the other one uses a complete step so that number includes the leads who have opted in for all time so which number would you rather use which number means which which one number is more helpful to you it is more helpful to know that I have 35 leads that have come in in the past week let's say if I have a week-long sequence I know I've got 35 leads I can plan my week ahead right I can say I know what a percentage of them is going to end up on my calendar or buy my product but if every time I come to my sequences I just look at these numbers and this is 12,542 that doesn't tell me anything at all that I can use right now in my business as an analytic now on the flip side another good reason why we want to use the unsubscribe is what your leads see an experience when they go to either unsubscribe from a specific email that they click the unsubscribe Link in in the footer or they click on that edit their details so let's say that someone doesn't want to get any more emails um in a challenge they realize that they're overwhelmed there's too many emails this week they just want to unsubscribe or they go to edit their details and take a look at you know what's in there so they click that link and here is what they see leads will see all of their lists that they're subscribed to their sequences that they're subscribed to their calendars and their webinars that they've rsvpd to that's all listed here okay and they can't tell the difference between mailing uh when it just says mailing list and they can't tell the difference between a list and a sequence they don't need to but remember when I talked about how you don't have to have a list and a sequence for a lead magnet you don't because if you did then they would see two lists here for the same thing and that's confusing right why am I why am I signed up twice for something doesn't make sense but also you can see that if you have a super fan who um signs up for all your stuff they opt in for all your lead magnets they come to all your webinars you can see that they're going to be um subscribed to a bunch of stuff here and that's fine if it's all relevant but we can help avoid that overwhelm by cleaning things up a little bit so for example here this webinar and this free training happened last year we can unsubscribe them from those things they don't need to see those imagine if they're like but wait that webinar was like a year ago why am I still subscribed to that we can avoid that all together by unsubscribing them from those things after they happen and here's another very important Point as to why we want to use an unsubscribe for anything that you reuse a sequence for so if you use a live webinar funnel and you use the same funnel for webinar week after week or month after month if you run challenges and you run them quarterly or twice a year or whatever and you use the same sequence and form if you have a product that someone buys more than one time like coaching then you want to unsubscribe them at the end so that they can go through it again when they meet that starting rule a second time so we've got the game board here again we've got our our purple game piece they go through this sequence they get unsubscribed at the end so that the next time they sign up for the webinar or by the coaching they're able to come back through again because if they were still in this sequence trapped in a complete step when they buy or sign up they won't get the emails and something to think about is that if you have this set up that way and you've not heard from anybody that that's the case a lot of times people will just get frustrated that they didn't get the email and just walk away from it you won't always have someone say hey by the way I registered for that and didn't get the email so this could go unnoticed you want to make sure and go back and say if I have something where I'm reusing that form or I want people to go through it again then you want to switch out to an unsubscribe okay now here's one time when I really do actually recommend using either a complete step or you could also use a weight or just not have an unsubscribe at the end but this is going to be this is one of those Pro tips that I think is super helpful and will really help you to manage your leads especially at scale and that is when you sell a course or something that some someone gets lifetime access to where they need to log into a membership okay when they need to log into a membership to get access to it now if they were to unsubscribe from all of your email lists they don't want to receive email from you any longer they would be an inactive lead and if you were going through to clean your leads up you might inadvertently delete them because they look like an inactive lead however when we delete them they lose access to the course that they bought they can't log in anymore because they're no longer a lead in our system which means maybe a couple months from now they go to log in they can't they have to email you they're angry they're like why can't I log into my course and you realize that it's because they unsubscribed and you inadvertently cleaned them off your list which makes sense here's what you can do to avoid that all together and to not have to worry about double check your inactive leads to make sure they need access when you create your sequence name if you add course access here so I have a workshop called Felize your Facebook right and the public description says Felize your Facebook course access when people buy this they get lifetime access you know lifetime of the course but they get access to it but they might not want to stay on my email list forever and ever right so at some point they might want to unsubscribe but I don't want them to lose access to this course so I name the public description of this course access so when they go to unsubscribe so when they're at let me switch back to that slide here where they see all of the things that they're trying to figure out what they want to unsubscribe from right they're unsubscribing from my important news and updates and my newsletter and all of the other things but they see something here that says Felize your Facebook course access so let me get back to my other slide here and they're like well I don't want to lose my access so they don't unsubscribe from that that keeps them as an active lead because they're still subscribed to this sequence but they're off of all my other lists I won't email them again because I'm unless I email the people who are subscribed to this sequence and that would only be if I was updating them on something that happened in the course right so this is a way that you can keep access for people who bought something that's Lifetime and keep your lists clean and be able to delete your inactive leads because they've unsubscribed from absolutely everything and they've basically indicated that they don't want to be on your list any longer so that brings me to the art of sequence naming there are two places to name your sequence the top one is for you that's the purple Arrow there that's what you see when you're looking at your sequences so this is how you know which sequence this is I'll give you my tip for naming my sequences or naming all my Assets in cartra I name everything all the assets that go to one specific funnel with the same name so for this it's my Feliz your Facebook course so that's what's in the sequence name if you go to my forums there's a Feliz your Facebook form um well no it's not a free thing it's a product so there's a product named falize your Facebook there are Pages the funnel your Facebook checkout page and the Felize your Facebook thank you page you can see that I'm using the same product name for all of my assets so that future me does not have to try to decipher what the heck I called this sequence or page or product or form I promise you that future you will thank you if you start to use this naming convention for all of your assets in your funnel as well so that's for you that first part the second part that says public description like we talked about that's what they see when they go to edit their details or unsubscribe that's what they see so we want to make sure that we're not naming the public description with Buyers or leads or any marketing terms in there we don't want to use something that we don't want them to see and we also want to make sure that we're making this very clear easy to remember what it is that they're subscribed to and why and make it sound good so that they don't want to unsubscribe from something right so that is your naming convention and this is for sequences and also applies to lists because remember they're treated in the same way when someone sees what list they're subscribed to you have a name for it that's internal and then the public description is what they see now we're just going to wrap up here with your analytics and I'm sorry I went a little bit over but if you are sticking around with me I will answer all those questions and if you have to go I understand and the replay will have all those answers for you so in your analytics we're going to typically look at our open rates are clicks our unsubscribes and spam open rates now this is just a a literally very generic average of around 37% and if you did a search on the web for average open rates you'll find lots of different results from different tests so I don't want you to take this as a hard and fast rule but it is just a general rule you know a general average but really what I want you to to do is look at what your own average is and just try to beat it or know if something's off because one email is completely different than what you normally get that's what you want to do is look at your own percentages and kind of use that as your benchmark but 37% is around a good normal open rate mine I know is much higher because I have a very small very warm list now I just started running lead ads and I'm going to bring in a lot more cold leads now that don't know me from more than seeing my ad my numbers might change as those people come into my mix right so that's something to keep in mind do you have a huge list your open rate's probably smaller uh or lower do you have a very small list of people who know you from your community and they love you they open everything you send then you're your rates might be a little higher but if you send something and you see a drop you can know okay I really didn't use a good subject line for that or you know what happened is something going on with my deliverability so you can improve your open rates if they're not looking what you want them to be change your subject lines don't be so uh literal in your subject lines don't tell them what's in the email create curiosity to get them to open up you can actually use the first name Dynamic variable in your subject lines if you wanted to so you could send me an email and it would say Danielle and I'd open it up because people love seeing their own name and they want to know why are you sending me something with my name in it right um You can send to smaller segments so don't always send to your huge list make sure that you are sending emails to the warmest group of people or the people that it's most relevant to and if you have something that you want to send out to your entire list and it's quite big send it first to a smaller um a smaller group and then send it to the remaining people after you got good open rates and click-through rates on that first go around and be sure to clean your list make sure that you are cleaning out those leads that um have unsubscribed make sure you're never sending to everyone in my database right make sure that you're not using that option when you're sending out broadcasts now for clicks you want to be around and again these are just general but 3% of all that you sent to or if you divide the clicks by the number of people who opened it that should be higher and that should be maybe around %.
You can improve this with um your targeting of you know who you're sending the email to and make sure that it is relevant what you're sending and what you want them to click on is relevant to them that you have a clear call to action in the email and you might test this but it seems like showing the actual URL instead of using anchor text like click here to download if you show the link um there has been some testing shown that people feel more comfortable clicking on it so you could test that out yourself unsubscribes you want to keep that less than one to two % so you want to just make sure that you're sending what people expect um no bait and switch right you're not all of a sudden sending them promotions about something that's totally unrelated to the lead magnet that they got through onto your sequence for um and you want to set clear expectations as when you're emailing how often what they can expect from you so that um you know people know what they're going to get from you and of course your spam you want to keep that at less than 0.1% again we're never sending to everyone in my database which would be sending emails to people who have unsubscribed previously and you want to make sure that you're cleaning your list okay I have come to the end of my presentation um I'm going to go through now and take all of your questions so thank you so much for you know thank you so much for being here with me and um those of you that have stuck through to the end I so appreciate it and um I hope you found this helpful and let me go ahead and pull up the Q&A here amazing Danielle thank you honestly thank you so much um we still have plenty of time just so you guys know and the replay will be sent um so we'll be sure to get to all these questions would you like me to reach them out to you Danielle sure okay awesome so we'll kind of start at the very bottom which kind of mentally going back to the beginning of the presentation here um so Jimmy is asking if that when we open a sequence to edit certain emails the sequence is reset uh does it go back to the first stage is that still true so if you are editing emails inside of a sequence that's active that has people in it and you are pressing pause on the sequence so that you can edit and nobody's moving from uh step to step while you're editing when you unpause the sequence when you press play again the delay of the step the person is in does get reset so leads don't get moved up to the top of the game board if we're using my analogy but if they're in a step that has a 7day delay and let's say they were on day three when you paused when you unpaused they start back at day one it's going to be seven days from that moment when you press play for them to get that email again awesome uh beautiful beautiful so Janelle Martinez asks how would we get their email using page visit if they simply visit the page is it scraping their info based on cookies yeah so it's not scraping their info Janelle actually it would only be if they were already known to cartra and to you so they would have for page visit to work which is why we don't really I don't recommend using it but for a page visit to work let's say that I'm a student in your course so I've already purchased I'm a lead in your cartra account and I've logged into your course on my computer so cart I have the cartra cookie on my uh computer cartra knows who I am and then I go visit a sales page of yours and let's say that you had the page visit triggering a sequence then cartra would know me cartra already knows me so that would work but for anyone else if someone who had never um had anything to do with your website before visited that page they wouldn't get an email cartra doesn't know their email address awesome all right Sam Bergen asks unless they are different products then you could use different tags is that correct so Sam yes I mean if you were let's say that you're selling a product that someone is not going to buy again right you're asking about what when I talked about using a tag as a starting rule for your sequence so you add a tag that they've bought this product and they can go through the sequence with that now if they never were going to buy that product again you could use Tag as the starting rule it doesn't matter they're going to buy a different product and get a different tag and that would work however it is a best practice to really just use the product that they bought as the starting rule rather than a tag so that you don't have to change your practices for certain products that maybe someone would buy again a second time so if we always just use orders product when we are delivering a sequence because they bought something then we don't have to sit and think should I use a tag should I use an orders product here awesome and then yeah that maybe answerers some of jel so she said can you explain how to initiate the tag again she didn't see how that worked okay so if you are um so Janelle I think you might be asking about when I talked about adding a tag for like that start welcome sequence inside of the sequence it's actually one of the steps available to you so when you're in your sequence you're building it out you're on your canvas along the left hand side there's all the different steps that you can add in one of which is an email another we didn't talk about really but it you could send a text right one of them is add a tag it's assign or unassign a tag so you would actually just use that step and add the start welcome sequence tag um you might have been asking about initiating a tag uh and that is the starting rule of something and and that would just be you can add your tag in a form in a product anywhere you really wanted to beautiful all right we got Ur Alis uh so add unsubscribe from lead magnet magnet sequence and then add a tag to join the newsletter is that how I would add to a general news list yes except you want to just switch those out in the order that they go right so the unsubscribe literally Mo removes them from the sequence so if we had a step after that to add them to our newsletter list then um they wouldn't get that so we just want to have the second to last step be subscribe them to your newsletter list and then unsubscribe them from the lead magnet sequence and that would be perfect awesome so then yeah Daniel perm says should we delete a lead who hasn't subscribed to your sequence so no Daniel actually um if someone has unsubscribe themselves from your sequence right um it would depend on if you're going to delete them or not would depend on did they unsubscribe from everything so when you look at your leads you have your Green Dot leads which are active and that means that they're subscribed to at least one lead or or sorry one list or sequence or your Red Dot leads and they've unsubscribed from everything they're not in any list or sequences so if a lead unsubscribes from your sequence and they're still on your primary list they're still on your newsletter they're still on your Client List whatever they would have a Green Dot we don't delete our Green Dots if they sub unsubscribed from this sequence plus everything else then they have a red dot and then you could delete them but we're not deleting them just because they unsubscribed from this sequence and if we unsubscribe them from the sequence using that ending of the sequence that doesn't remove them as a lead at all they're still in your account in your leads and they're still subscribed to all the other stuff that they might have been subscribe to Perfect all right jumping up a similar vein lion Christensen asked so I have used both unsubscribe and complete is that a problem should I remove complete so if you mean that you have unsubscribed them and then the step right underneath that is complete that's totally fine to have it just doesn't do anything because in they when they hit the unsubscribe step they get removed so that complete Step at the end isn't really doing anything but it's also not hurting anything so if you're using that because it looks nice and neat and ends the sequence in you know just visually you can leave it but if you wanted to not add that going forward it's not necessary you don't need it perfect Pro tips Pro tips um let's see Claude Stevens can you set a template for later use you can so if you wanted to if you have a certain sequence that you're always going to use that has you know a certain amount of email steps in it or even some of the same email templates in there and you're just going to customize it as you go you can set up one sequence as your template and then just clone it and customize each time you want to use it beautiful all right we got Brian katung he says I've always assumed that the delay part of a sequence step is not tied to the recipient condition is that correct the delay part of a sequence step is not tied to the recipient condition that's yes that's correct so basically if it says the delay of the email step is three days and then they would get the email that person who doesn't meet the recipient requirement is also going to wait 3 days in that step and then move into the next step without receiving the email so you are correct and in my example when I was using um I had both emails set to go one right after the other so there wasn't really a delay step so someone would move right through the first one to the next um and you would want to do that if you wanted people to get if you wanted people but in both segments to get them at the same time but if there was an email that had a delay step and then recipients was specific yes people would kind of hang out for 3 days and then not get that email and then move into the next step so yes perfect all right we have Daniel perum who asks any way to automate unsubscription from sequence if the lead has not opened a single email within two months so what I actually do at the end of some of my entry sequences where someone might have opted in for a lead magnet and I send quite a few emails in that sequence at the end I have before I unsubscribe them I have an automation that checks to see if they've opened any emails in that let's say two week period And if they haven't I don't subscribe them to my primary list so I can kind of clean out people that way if they come in from my lead ad and they grab my lead magnet and then they never open any of the emails after that I don't don't add them to my list so they get unsubscribed from the sequence they're not added to any other list which means then when I next clean my leads out they get unsub you know they get removed I'm going to remove them because they haven't opened those emails but in your specific case here of asking if a lead has not opened a single email within two months inside of your sequence that would have to assume that your actual sequence is two months long right because we're not checking inside of a sequence um the the actions that have happened like you're not going to hold someone inside of a sequence for two months you're going to unsubscribe them at the end um but if yeah if you had a two- Monon sequence let's say it's like a newsletter and you've noticed that then you know you want to be able to say at the end of that if you haven't opened any of these I don't want you to be subscribed to all of the things then yes you could set an automation to check for that and then unsubscribe them from everything if you wanted to awesome awesome all right we have a question from Wendy Murdoch uh she says when a sequence is active and I want to add more emails even though I have paed it I found that the timing of the email releases is totally altered is there a way to add emails to a sequence without without it losing the time release that it was initially set when the sequence was set up that is a really great question Wendy and something that comes up a lot so if you have a sequence and you're continuing to add to the end of it you would just want to leave leads in the last step right so we don't add an unsubscribe and we don't connect anything they just hang out in that last step in that case you can come in at any time and you can edit you don't have to pause the sequence you would just add those emails and when you add an email and then connect it the leads that are in the step in the the last step there within about an hour of when you add that will'll move into the next step so you could in effect have a sequence that you're building in real time is and do that without having to pause and reset reset people's wait times in the in the steps that you have but if you have a sequence that's all set up and people are in it in all different steps and there's delays and maybe they wait three days and then they go into the next email and wait three days and you've got people all in they're all on the game board they're all in different spots right and you want to come in and add an email in the middle of things you don't want to do that while things are running because you'd want to pause it to be able to add things in and when you reset it when you press play again it's going to reset people's wait times in the steps that they're in so it is going to kind of mess with the timing of things but also you really don't want to be adding steps into the middle when you've got people moving through steps in real time time and they're all in different places it can really confuse um who gets what when you might move a step up let's say you take a step and people are in it and you move it up higher in the sequence then those people are going to be back up at the top and get some emails that they might have already gotten so you really want to make sure that either you have an email sequence where you're just adding on to the end and that's okay because everyone will just wait at the last step and move into the new one or you want to make sure that you have completely set up the sequence the way that you want it to be you really want to avoid editing sequences while people are in it especially if there are delays and people are in different steps it can just cause a lot of confusion so if you need to add an email somewhere I would send it as a broadcast and you can send a a broadcast to the recipients would be the people who are subscribed to that sequence and then they'll all get that sequence they'll all get that broadcast email no matter where they are and you're not messing things up as you have it set up already nice very very nice um all right we have a question about membership access and unsubscribe from April Charlene rcio she says we had a program and we set it in a broadcast and add an automation to it to grant them the membership access because they had a she had a problem with the sequence before that they do not receive the welcome email and now we set them again in the sequence and they receive the same email but now she unsubscribes them from the sequence the question is do they lose access from the membership site because she unsubscribes them so that's a great question April and you want to so two things there when you are sending your login credential to a membership that does happen outside of a sequence so you can't send their login password in an email inside of the sequence that does have to happen with your welcome message turned on inside of your membership that's how they actually get access to the their login credentials and you can trigger that when they buy the product or when they fill out the form that's not really tied to the email sequence so what I talked about about having an email sequence that keeps them with their access to the membership it's not actually tying their access to the membership to them being subscribed it just means that they as long as they are subscribed to that sequence we won't delete them accidentally and they won't lose their access so subscribing them or unsubscribing them to a sequence is not tied to their access to a membership directly so if you unsubscribed them from a sequence it's not going to it's not going to remove their access to log in it would remove their access to login if you actually deleted their lead which is what we're trying to avoid by having them be subscribed to a sequence that says course access but it's not actually giving or revoking their access to the course awesome question beautiful beautiful all right last one from Lion Christensen what would you use list for great question so lists are going to be for uh grouping people that want to receive emails about a certain topic and lists are really great for things that you're going to send future emails about so um I like to have a primary list which I the public facing name is important news and updates you don't want to miss that's my Pro tip there but I like that because then when they go to unsubscribe or edit their details they see that and they're like well I don't want to unsubscribe from that one unless they really do which is okay but I have the primary list and then you would have a newsletter list so that might be top about a topic that you send your newsletter about and your public description might be weekly tips and tricks or monthly newsletter so that they know what they're getting because they're subscribed to that you might have a list for your clients that are going through a group program um you might have a separate list about a specific topic so I might have um in my example that I've used today over and over dogs and cats I might have a list that I add people to when they prefer dogs and I can send all the dog good stuff and I could have a cat list and that's for the people that I'm going to send all my cat info to so lists are going to be ways that you um that people are able to control what emails they receive from you either based on what the topic is about or you know um or just a general list primary or newsletter and then you're going to send broadcasts to the people who are subscribed to that list awesome well awesome thank you so much Danielle um tell people where they can get in contact with you if they have questions yeah certainly so um if if you grabbed the link to my slides um there is info in there for you to be able to contact me or you can visit uh danielleth cartra coach.com and uh connect with me there yay yay yay amazing thank you so much you guys I so appreciate that thank you Daniel or Danielle excuse me thank you for everyone for being here if you guys have questions for the cartra team um you can email us at community at Genesis digit.co um and until next time thank you so much thank you for having me bye yall
