Recycling Steps In Your Sequence For Maximum Effectiveness

Categories: Infusionsoft, Marketing

Recycling Steps In Your Sequence For Maximum Effectiveness

There are many reasons you'd want to recycle steps in your follow up sequences. One reason might be if they haven't taken the necessary action in an e-mail. It's a grave error to assume they are not interested just because they don't click. People have busy lives and sometimes your messages are simply overlooked. There is no harm, for example, in bringing a missed step from week 1 back around at week 3.

If you follow my strategies on surveying customers under each content video, you may have a step at week 2 that relies on a piece of data you've collected previously. For example, if they chose "gospel" as their favorite style when opting in, I'll post a survey under video 2 or 3 that asks if they currently play or want to play in church. Subsequently, I have a step around day 20 that uses that data to tell a story of how I started out playing in church at 9 years old.

This works fine for the folks who filled out the survey on day 5 or 6 when the time-released video initially becomes available in my membership site. They'll either have the "played in church" or "want to play in church" tag. If they haven't filled out the survey, they won't have anything. So by the time day 20's step rolls around, that data collected weeks before is now used to determine whether they should receive my story or not.

Say they finally get to video 2 or 3 and decide to fill out the survey at day 30. In most people's sequence that step would be missed. In mine, I may copy and paste the same step 4 more times at day 30, 40, 60, or even 90. That way, it's less likely to be missed.

I realize a few questions will arise.

1) How do you avoid sending them this e-mail every time it shows up in your sequence? Won't they get it all 5 times at day 20, 30, 40, 60, and 90?

Answer: I use a lot of tags to identify what has already occurred in the past and to subsequently control what should occur in the future. As soon as they qualify for a step like this, they get tagged something like "Sent church boy story e-mail." So in the same action set that sends the e-mail (conditional upon them having filled out the previous survey and not already having the "Sent church boy story e-mail"), there is an action to apply the tag "sent church boy story e-mail." It is important that this step happens AFTER sending the e-mail; that way, it doesn't cancel out the actual sending of the e-mail because at that point, the condition will fail because they already have the tag. Infusionsoft will run steps in an action set in order, always remember this.

When set up this way, you can literally put the same SINGLE action set that holds the e-mail and tag at day 20, 30, 40, 50, 60, 70 - as much as you want - with assurance of knowing they will only get it once. The action set not only looks for the tag from the survey they should have filled out but it also makes sure they DO NOT have the tag indicating they've been sent the e-mail before. As soon as they get this tag, it is impossible to get this e-mail again if you've set up your conditions correctly. I wouldn't do this for EVERY step in your sequence but certainly for IMPORTANT, sales-generating steps. In fact, I'll do a 4-day cash machine around day 30 (which Frank Kern popularized, which is simply a massive discount for 4 days with 4 sequential e-mail reminders sent every day) and if they haven't bought, I roll it back around starting at day 80 or 90. Same setup as above. I could even roll it back around at day 140. This concept is worth thousands to the marketer who will harness it.

 

2) Why don't you just start a sequence after they fill out the survey? That way, they will always get the step the day after they actually take action.

Answer: This is a good point and you may be tempted to do this a lot. But I'm a big stickler for CONTROL. When you start having certain actions, web forms, and  links trigger additional follow up sequences, you can't control who's getting what and when. What if someone performs 5 actions all at the same time? That means, if you've set these things up independently to send them an e-mail the next day, they will get 5 e-mails in one day and without some custom ninja api implementation, you can't do anything about it (and even using the api, it gets complicated and still not 100% controllable).

So, my personal preference is to keep EVERYTHING in one sequence and to always be collecting data that I might not use right then and there, but eventually. It's all about collecting lots of external (through surveys, rating boxes, questionnaires) and internal data (through leadscoring, clickscoring, # of logins, time on page, number of tags, e-mails viewed) and acting on it in a controlled, choreographed manner. They may fill out a form on day 2 and I may not use that data until day 23. That's okay. I'm controlling their user experience, they will never get more than one e-mail in a single day (except for the rare times when an automated event falls on the same day and reminders are sent), and I can always know where they're at in ONE single lead generation sequence... not 30!

But that's just my take on it. Do as you wish.

This was heavy. Hope you enjoyed it.

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