1.
Email Marketing
Automation for Affiliates
Why, What and How
Lior Weinstein
Affiliate Summit West 2017

2.
This is going to be fun!
• Email marketing automation definition and benefits
• User segmentations
• Planning automation funnels
• Tools
• Resources

3.
Automation Is Your Friend

4.
What is it?
• Connecting subscriber activity to
marketing messages
• Segmenting leads based on what
they do and who they are
• Email and non-email based
events
• Triggers and Actions

5.
Why bother ?
• Create tailored experiences
• Scale marketing activities
• Increase conversions
• Spend more time on the beach

6.
Segments
WHO ARE THEY AND WHAT ARE THEY DOING

7.
Event-driven Segments
Anything an identifiable user does (or does not do) can be a trigger
Became a
subscriber
Opened welcome
email
Viewed blog
post
Attended a
webinar
Watched a
video
customer@gmail.com

8.
Event-driven Segments
• Examples:
• Message Opens / non-opens
• Clicks / non-clicks
• Reached email in sequence
• Time passed since X
• Visited a web page / no-visits
• Watched a video / did not
watch a video
• Watched X% of video

9.
Data is
Everywhere

10.
Data-driven Segments
Any information you
collect can focus your
messages
Demographic
Lifetime value
Interest
Social accounts
“Segments” of People

11.
Data-driven Segments
Demo-
graphic
Who
they are
Where
they are
What
they do

12.
Data-driven Segments
Lifetime Value What they
bought
How much
they spent

13.
Data-driven Segments
Interest What they
like

14.
Data-driven Segments
Social Accounts –
where they are

15.
Segmentation
• Use Events and Data as triggers to segment
• Send the right message, to the right person, at the right time
• Simple Segments vs. Advanced Segments
• Simple:
– Subscriber clicked a link → move to “interested leads” list
– Subscriber viewed video → send special offer 2 day later
• Advanced:
– Subscriber visited web page, clicked 2 links, but did not complete
purchase → Send time-limited discount coupon offer
– Subscriber visited pricing page, then unsubscribed → add to social
media custom audience to reel her back in

16.
Segmentation
URL http://www.mywebsite.com Ever x
And Or Tag Exists Open welcome email x
And Or Has visited
+ Add condition
And Or Area code
State
is
is Texas
512 x
x

17.
*This is the good stuff
PLANNING
AUTOMATION FUNNELS

18.
Now what?
• Buyers list
• Everyone
• Vegan Women over 25
from New York
• Downloaded Ebook
• Lead capture
• Email click
• Web page visit
• Reached end of
sequence
• Purchase
• Email
• Facebook ad
• Timer starts
• SMS
• Move to new list
To whom does it happen?
(segments)
When does it happen?
(trigger)
What happens?
(action)
How does it happen? (connector)
• Center, Zapier, IFTTT

19.
Flow
Example
(Drip.co)

20.
Chart It Out
Follow Up Series or Broadcasts
(Subscriber is paused on List A
when they click)
(This happens
automatically on click)
(There is no confirmation email
sent out. It’s invisible to the
subscriber)
Subscriber restarts Where
they are left off
Follow Up Series
or Broadcasts
Email1 Email2 Email3
Yes
Yes
Automatically
resume on List
A
Automatically
move to
“List B”
Click
“Smart
Link”
“List B”
Specific
topic
“List A”
Done?

21.
In The Wild – Ezra Firestone

22.
Timed Email to Sequenced Landing Page

23.
Countdown Timer in Email Offer

24.
Quick win automations
STUFF YOU
CAN AND
SHOULD DO
TODAY

25.
Retarget Like a Boss

26.
Retarget Like a Boss
• Email list + targeted segments =
custom audiences (FB and Twitter)
• Target ads to lookalikes
• New likely-to-convert traffic
• Retargeting for your non-
converted audience
• Keep on simmer non-converted
leads

27.
Daisy
Chain
Lists
Optin
Automatic List Segmentation
List A Email 1 Email 2
Click
List B
List B

28.
Add Dynamic
Countdown
Timers

29.
Sync Timers Between Mediums
Picture from DeadlineFunnel.com

30.
Trigger Timers With Events
Picture from DeadlineFunnel.com

31.
Tools of trade

32.
Learn more
• https://learn.infusionsoft.com/
• https://www.drip.co/blog/
• https://blog.awprotools.com
• http://www.pardot.com/blog/
• https://ontraport.com/blog/automation

33.
Have questions?
• Email: liorwn@automailtion.com
• Twitter: @liorwn
• LinkedIn: linkedin.com/in/liorweinstein