Approximately 98% of your web page visitors don’t buy at the first visit? They don’t even try your free trial!
Therefore, list building is crucial for most of the businesses. But the sad truth is: companies very rarely excel at this. Because tools out there don’t really empower them. For example, certain email marketing providers require you to use “Double opt-in” for your email list. It means, that you have to send a confirmation email to a new subscriber and only if he clicks on this link will you be able to send an email.
Do you know how many prospects you lost because they just didn’t see your confirmation email or it even didn’t land in their mailbox?
Therefore in this article, I’m showing you how to
- save money by getting rid of multiple email lists
- avoid sending emails to unsubscribed contacts
- use Contact Tags to automate your marketing and sales efforts
How to pay less for your contact list while getting more out of it
Although’ there are amazing email marketing providers out there but they have a severe problem when it comes to contact management that can easily cause you a headache.
Old School Email Marketing providers rely on multiple Contact Lists
It comes from the old Email Marketing tradition where you make people opt-in on forms for different lists and it means you can send emails on the related topic. In these Old School Marketing Systems, you use Contact Lists to differentiate subscribers based on their interests.
What’s the problem with it?
First of all, you pay for the number of contacts that are in your database.
Assuming you have at least 2 lists, you will have contacts who are the same but they opted into 2 different lists. So you PAY DOUBLE THE PRICE for them…
Imagine what happens if you have a lot more lists (e.g. leads list, webinar list, customers list, ebook list, email course list…) How many times would you pay for a contact?
Assuming you pay for a 50k contact list, in fact, you pay for only half of it as 1 contact is stored multiple times on different lists!
I’ll explain to you how to take advantage of Contact Tags to avoid this easily. But before that, let’s discuss another problem too:
Multiple lists allow you to send emails to unsubscribed contacts
Here is a short and instructive story that showed me how harmful multiple lists can be:
4 years ago our system (Automizy) also supported multiple contact lists.
A big percent of our users created multiple lists and when their recipients unsubscribed they unsubscribed only from 1 list but they stayed active on others. It’s not different in old school systems.
Our users tried to manually update the lists but of course, they usually made mistakes.
It meant they sent emails to unsubscribed people over and over again and they had to face the legal consequences and an army of angry people.
We admitted that it wasn’t their fault: the way the system works is just not right. So there was only one solution:
Replacing the concept of multiple email lists with the notion of Contact Tags saves marketers money and helps them send highly targeted emails
Contact Tags are labels. Words that you add to subscribers manually or automatically to be able to differentiate them based on their interest and actions.
It means, you will have 1 list of contacts and you can filter contacts by adding them different Tags.
If you have a list of newsletters subscribers you add the “newslettersubscriber” tag to these contacts, to trial users “trialuser”, to email course subscribers “emailcourse”, to webinar subscribers “webinar” tags and so on.
As a result, you will have 1 contact list but you can segment subscribers based on their Contact Tags.
1 subscriber can have more than 1 tag. Therefore, if you have a contact that is on the “newsletter”, on the “client” and on the “webinar” list (so you had 3 times that specific contact in your previous database), you will have 1 email address with 3 different contact tags.
Benefits of Contact Tags:
- You don’t have to pay for a contact more than once as there won’t be any duplication in the database
- You won’t be able to send emails to unsubscribed contacts
- You will be able to segment your database as efficiently as you want
How to use Contact Tags to send Highly Targeted messages
Contact tags are not only good to substitute your email lists but also a great way to segment your email list based on their behavior and interest by mixing them with different types of data.
For example, you would like to see highly engaged webinar subscribers.
You just need to filter your database: you pick people who have “webinar” tag AND their lead score is above 50. So you can send a special promotional email to them that is highly relevant.
Or let’s see another example: You would like to see and send an upsell offer to those people who opted in April on a specific pop-up campaign to download an ebook and became a customer.
You just need to set the date range you’re searching for, add the pop-up name, the tag with “ebook name” and tag with “customer”.
Voila: you can send a highly targeted offer only to this set of subscribers!
But Contact Tags are not only helpful when you send highly targeted bulk emails to your subscribers. It is the secret sauce to setup highly relevant, timely and personalized automated emails too!
Using Contact Tags for Marketing Automation
Automating your marketing efforts is one of the key elements when it comes to scaling your growth.
Contact Tags are very important to send behavior-based emails while collecting metadata about your subscribers’, users’ and customers’ actions.
But let me show you it on real-life examples.
Example 1: Offer an Ebook about gardening in the inner city
Maybe the example is a little bit weird but as you know, the inner city is not really the place for gardening. Therefore it promises a lot of value and also it is highly specific while targeting people who live in an urban environment.
Let’s say you have a landing page that you advertise via Facebook, AdWords, you use a pop-up on your blog page and also you have banners inserted into there.
These are at least 4 places where you can generate leads in this specific campaign…
Let’s see how to setup an email and 2 follow-ups for ebook downloaders?
First step: Add 2 Contact Tags (“Gardening ebook”,”Gardening ebook active” ) to every subscriber who opts-in any of these forms. Before you ask, why 2 Contact Tags, please read on.
Next, set up a Tag trigger with “Gardening ebook”. It means, if anyone in your contact database receives this tag, it will start it on this specific workflow.
Add the first email, wait for e.g. 2 days, send email, wait for 2 days and send the last email.
Your last action should be to remove “”Gardening ebook active” contact tag.
Why is it important?
This way you can avoid sending, for example, bulk emails to those people who are active on that specific automation. But later on, you will still have the data that those subscribers downloaded this specific ebook.
In addition, you can easily collect the campaign type as well via Custom Fields. So if you want to separate Adwords, Facebook and pop-up campaigns later for reporting or evaluation purposes.
Example 2: Use Contact Tags to segment users according to their in-app activities
Contact Tags can be easily modified via REST API on subscribers. If you have an application or a web page, you can easily add specific Contact Tags based on your users’ behavior.
For example, you can setup an automated email series that is sent to trial users continuously and the goal is to make them buy.
The emails contain a call-to-action button that is linked specifically to your payment interface – so you basically ask them to pay for your service. But you don’t want to send them emails after they paid you, do you?
Here is how to do it with contact tags:
- Firstly, update your subscribers’ Contact Tags with the relevant plans’ names (e.g. starter and pro plan) via REST API.
- Now setup an automation that is triggered via API-call if someone becomes your user.
- Add an email sending action (first offer email after onboarding)
- Add a wait action (e.g. 2 days)
- Add a condition, that monitors whether the user has the “starter” or “pro” contact tags.
- If it’s true, send a follow-up email with an offer again. If it’s not true, don’t send anything because that specific user is a client.
And you can add this follow-up sequence as many times as you wish.
This is why “contact tag” is the key element to send behavior-based, data-driven and fully personalized messages to your email list while paying less for the email marketing provider.
He graduated from the Technical University of Budapest, with master’s degree in Software Engineering, Economics and Management.
As a serial entrepreneur he has 10+ failed projects and one big winner one: growing Protopmail email marketing service from zero to a market leader position in Hungary.
He has been working more than 20 years in software development, more than 10 years in IT project management and also having the serious of 10+ years experience in email marketing and marketing automation.
Aside from running a successful business, Gabor is also an email marketing and marketing automation consultant and works for clients like GE Money, DHL, Bridgestone and for several banks and insurance companies.
He also appears at multiple online marketing colleges as a guest speaker, and a well-known speaker at online marketing related conferences.
Gabor speaks 4 languages, has three kids and he is a serious golf addict.