The more you know about how your subscribers interact with your emails, the more relevant you can be to them. In our second episode of Get Smart About Email Marketing, we delve into segmenting and marketing automations.

Every business should be using marketing automation in some form to refine the messaging it’s sending to its audience. This makes your company appear more relevant and valuable, which results in higher conversions.

In this second episode of Get Smart About Email Marketing, Stephan Hovnanian of Shovi Websites welcomes Adam Tuttle, Head of Sales at email marketing service provider ActiveCampaign, to talk about the basics of automation and to get you into the right mindset for what types of techniques result in higher conversions.

Stay informed about upcoming shows in this series:

Watch the video

Read the recap below (mm:ss refers to the time in the above video).

2:12 – What can a business do right now to improve the targeting on their email list?

Adam – Start segmenting your list, be it through demographics or engagement (clicks on specific campaign links, opens, etc). Think about how you can use automations to trigger new emails to go out as people engage. You’ll need to map this out but it’s worth the time.

Stephan – Clean up your list. Run a re-engagement campaign so you become as relevant as possible to as many of your subscribers as possible. From there you can segment more effectively.

5:42 – Segmentation vs. Separate lists: which is best?

A common question gets answered: when should I have a separate list, and when should I use a list segment or other method of filtering and grouping subscribers on a main list?

Adam – If your email service provider has tagging or other methods to isolate groups of people, use segments and keep the number of lists to a minimum.

Stephan – Business units should have separate lists. Another way to segment is by using custom fields with “yes/no” questions to allow your subscribers to indicate their preference for the different types of emails you might send. Tagging is more efficient though.

9:50 – Integrating with CRM’s

As we get more targeted and personalized with our email marketing campaigns, what should we look for to ensure it ties into our Customer Relationship Management (CRM) systems? In this segment, Adam delves into the levels of need for CRM’s, and also lays out some important considerations when you see your CRM’s logo on the email service provider’s “Integrations” page. Not all integrations are created equal.

At 15:40 we had a brief look at services like IFTTT and Zapier to create “bridges” between services, instead of developing custom scripts. There are some neat applications to use these services.

19:58 – Examples of email marketing automations

We go through an example of using segmentation and automation based on how people are interacting with your email content. We circled back to two questions that I asked our audience before the show:

1) What is inside the emails I send to my subscribers? (It’s okay to have more than one item on this list)

2) How does knowing what they interact with help me position those items from #1 in a way that helps my business?

Here’s a quick example: I was speaking with a colleague who has a fabulous newsletter, chock-full of content, and it goes out bi-weekly. One of the links in each newsletter is to a quick video that is part of her lead funnel.

That’s the answer to question 1.

For question 2, we know that someone who engages with that video is more likely to become a lead. So to capitalize on this, I suggested that she set up a targeted campaign in between the regular newsletter to those who clicked on the video, and nurture that lead a little more.

Then, Adam and I went through some other ideas for automations that aren’t the typical drip (autoresponder) campaigns.

24:02 – Remember, automations don’t always have to send out an email. They simply move people through your lead and relationship nurturing process. Adam and Stephan talk a little about the What, Why, and How of automation setup.

28:45 – Moving beyond the inbox

A quick look at how site tracking and Google Analytics can make the traffic from your email campaigns to your website help your goals. Make sure you’re doing this!

Thanks for watching, reading, and participating!

A big thank-you to all our live viewers, and especially to the ones who left questions & comments: Mary, Zara, Bill, Ted, Roxanne, Kristen, Ande, Belinda, Margherita, Terry, Lawrence, Mike, Virginia, MaAnna, and Bahia!

What to do next?

1. Get help with your email marketing strategy: Shovi Websites creates marketing strategies that make businesses more connected to their customers in today’s attention economy. One of the ways we do this is by producing online education series productions (like this one). To learn more, contact Stephan at 781-538-5901.

2. Read/Watch the rest of the series:

3. Subscribe to Get Smart About Email Marketing. Even though the series is over, we have plenty of information planned that digs deeper into the topics discussed during our series, and will be very useful for companies who need to do a better job with their email marketing.

Stephan Hovnanian

Stephan Hovnanian runs the show here at Shovi, bringing over 15 years of email and web marketing experience to companies that need more from their digital marketing efforts.

Connect with Stephan here, on Twitter (@stephanhov), LinkedIn, or Google+.


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