Email Marketing. Campaigns, Flows, Segments, ESPs. The Ultimate Course.

1. Intro to Email Marketing: Hello everybody and welcome to the e-mail marketing video course. This course is about running direct marketing channel, my darker females and SMS. From this course you will learn how to operate the channel rhythm control KPIs, and work in several ESPs such as Clavier, Mailchimp and some others, both paid and free. This course is made up of several parts. Part one is the fury introduction. We talked about KPIs, e-mail service providers and tools that help you in your daily operations. We will create campaigns, flows, popup forms, segments, and lists. You will see useful workarounds for e-commerce. One extra part in this course is a collection of insights and workarounds for improving your daily actions and results. This course is the right choice for you. If you're looking for a new job, looking for clients or running an e-commerce business and would like to improve your revenue and go and communications. If you're starting a career in marketing and IT than these lectures will be a first step. Join this course today to get the new skills to start your new career. 2. What is email marketing?: So in this video, let's indicate where email marketing is in relation to marketing. Just to be on the same page, you will understand if this course is right for you now. If you're interested in this course, then you interested in marketing for some reasons. And to be more specific, you are interested in e-mail channel. And probably a CMS, which is a part of direct marketing, which is part of marketing. So let's break it down. Marketing in broader meaning of this word consist of many channels, such as Google Marketing, facebook marketing, wholesale marketing, networking, some others. One of the subchannels of marketing is direct marketing, which includes such sub channel says e-mail channel, SMS marketing and messengers. Now, email channel is that this course is all about. Sms is also what we're going to be talking in this course. Because e-mail channel nowadays usually come hand in hand with SMS. Another type of direct marketing is messengers. But in this course, we will not be covering a lot of marketing through messengers. We will be focusing mostly on email channels and SMS. So first of all, this channel is called direct marketing because you send email or you send SMS or message to somebody directly. You don't send it to some system, which he then decides who is going to get this message, as it happens in Google ads and Facebook or some other system. So between you and your client, there is no any mediator who decides something for you. In direct marketing, you decide what message, who is the receiver and what they expected result. So once again, as I said, usually would talk about e-mail channel, but we understand the e-mail channel mixed with SMS because every big player nowadays offering you, not only males have only sending emails but also sending SMSs. In this course, we will be talking about e-mail channel and SMS sending as part of direct marketing, which is part of big, big marketing for your business or for your company. Now, who is interested? Who might be interested in this type of marketing, in direct marketing, they can be two groups of companies. First one here is the B2C business to client is when you communicate directly to your consumer, directly to your client. And B2B business communicates to another business. For example, a wholesale company communicates to a chain of outlets and offer them big wholesale number of products in the first group business to client. Number one consumer for e-mail channel would be e-commerce. E-commerce brands who have online presence in the form of online stores such as Shopify, WooCommerce, Magento, or anything else. Nowadays, e-commerce and e-mail channel come hand in hand as the factory. If you have an e-commerce, you must have an e-mail channel just to bring additional 30% of revenue to your business. This is the segment number one, anyone who has eCommerce presence, any services from rack leaning to let services must have direct communication to clients in the form of e-mail channel just to inform everybody about services. Sending SMS is also very handy and very direct. Any company that sells physical products or anybody who sells physical products might use e-mail channel to inform your clients about new products is a great way to basically show new products. Anyone who is in digital products, anyone who is selling or promoting digital products must use e-mail channel just to share the preview of digital products. So if you sell music, you can send preview of the music the same with videos and everything else. Anyone who goes from offline to online presence. If a company has a brick-and-mortar store and now they go in online. Then the moment of transition from offline to online is the right moment to start your e-mail channel. The earlier you will start collecting subscribers, the more conversion to sales you will have later on. Anyone who's gone from offline to online, this is the right moment to start e-mail channel or the sooner the better anyone who is in educational business. And if your company is in educational business and you're communicating directly to clients than e-mail channel is the best way to give preview of your tutorials, of your courses and your promotions and anything. Next big group is business to business. So any company that do wholesales has greater opportunity to communicate to smaller players by sending prospects through the e-mail channel. Any manufacturers should be using image channels and direct communication to tell other businesses about the manufactured products. And also anyone who is in drop shipping should be using e-mail channel extensively just to demonstrate new products that you're ready to drop ship. So there are two groups. We will be focusing mostly on B2C here throughout this course. So once again, this course is about email marketing, which usually comes hand in hand with SMS sending, which is part of direct marketing because you communicate directly to your client, which in its turn is part of big marketing. 3. Tools Overview: So first of all, let's talk about the tools that we're going to be using throughout this course. To have a better overview of the tools. I have divided them into four groups. Good news is that you don't need to install any of these applications. Right now. All these applications are online, so you have to do is do have an internet access to login there and start using these applications. Bad news is that some of them are paid. And the more you using them, the more you will have to pay it at some point. But again, most of them give you an opportunity to use them for free, for some limited time or up to some point. So let's look at the first group, the first group of tools that we're going to be using in this course is called ESP, which is e-mail service providers. These are the most important tools for us, for e-mail marketer. You most likely heard about most of them are probably even tried to work in some of them. We are not going to be focusing on one ESP. Instead we're going to be jumping from one ESP to another. And this will allow us to see how some operations performed in different applications, even though they all have one philosophy in one structure in their board, there will be some differences between them. And I decided not to focus on one because you never know which one you're going to be using while working with your clients or your company is going to be using. I think it's a good idea to try little from each of these ESPs. So we're going to be using Clavier is one of the most progressive. 11 of the most modern and up-to-date. Mailchimp has been known for many years now. So It's good idea to learn this application as well. Another one is sent in blue. I don't know what part of the market they take, but they are popular and I have been working with incense and blue as well. So I will show you a couple of steps there. And one more thing that we're going to be looking at in this course is called Mao tick. This one is quite different from paid ESPs because this one is free. And this one is open-source marketing solution from the technical point of view is much similar to these free ESPs, but this one is completely free. It's a little bit different. So it's, it's worth watching this. So these are the ESPs with, these are your most important tool is email, marketer, another group which will be very useful and you will be using it daily. Your daily workflow will consist of using ESPs, design applications, as well as some extension synapse, but mostly ESP and designs. So we're going to have to look at some of the design applications that are used in email marketing. In this group, we will also be using a couple of applications, mostly Figma and Canva. Another one is called for the pair. I'm not sure we're going to be using a lot of this application functions, but it's worth knowing about this application as well. Photoshop is the one that has been flagged and classic, so to speak, image editing application for years. But in this course will not be using it. At least will be focusing on the other applications. And later on I will tell you why we're switching from Photoshop to online applications. These are the applications that we're going to be using for image editing. They are more suitable for your daily workflow is email marketer. Now let's have a look at another group of tools that we're going to be using. These are just extensions for your browser. Even though there are only two here, I will probably add a couple of them later during the course. So the first one is called Awesome Screenshot. This application, should I say, extension, allows you to create videos and screenshots from your browser. And even outside of your browser. Then upload them to the server, then share the link to someone you work with. This extension is saving a lot of your time, especially when you work in a team. And I recommend everyone using this. Another application is called Instagram download. For photos and videos. You don't have to be exactly this one. You may use any, any similar extension. The idea is that this extension will help you to get content from someone's Instagram account. There is such a thing as condemned, venerated by users. And it's heavily used in email marketing. In this extension is going to help you build that content basically collected from someone's accounts and use it in your, in your email. So these are two extensions for your daily workflow. And just a couple more are actually applications that you can install on your computer. First one is called Brackets. Brackets is text editor that is going to help you to work with HTML code, HTML, emails, or marketing e-mails that we're going to be creating throughout this course, made of HTML and CSS. And this application is going to help you to edit the code whenever you need it. Now, most likely you will not be editing a lot of your emails because we will be working in email builders, which every ESP have nowadays. But sometimes you will have to go down there in the HTML code and edit some of the parts of the email. So this one is the perfect tool for this task. Another application is called color cop. You don't have to use exactly this one is just I'm using this one. This application allows you to identify the exact color on the screen. So basically it's just, it's just the color picker, which allows you to identify color. Just like that. And then you're going to copy this number of the color and use it in your emails to build more precise and butter looking emails. So these are the two applications that I'm going to be using installed on my computer while everything else is just on the Internet. Throughout this course, we're going to be using email, sending platforms, design applications. A couple of extensions are going to ease your work, is your daily workflow. The couple of applications for specific tasks. In the next video, Let's see the difference between the most popular ESPs, paid and free. 4. Paid vs Free Email Service Providers (ESPs): So in this video, let's have a look at difference between pay the species and free ESPs. As we mentioned in one of the previous videos, there are two types. Generally there are two groups of a more service providers. One group is paid. There is everyone you heard of such as coil, your male chimps and then blue and everyone else who's, who's kind of portfolio right now. And the second group who is free ESP, usually unknown custom solutions. There is one, you have your own server and you create your own ESP paying to programmers and they create your own personal ESP or open source ones such as mountain. There is a number of differences between, between the ESPs and when you only begin working with him all channel, It's good to know which is P to chew, to choose. Most likely you will choose paid popular ESP. So she's Clive your Mailchimp another. So if you are, if you have a standard business or if you work in a, in a company. As an employee. If you have your own clients and you're starting your own e-mail channel marketing business then most likely will fall into this category and you will be using a DSP such as Clive, a Mailchimp. Another, another, another very, very important thing is that all the spins, they have flawless integration with e-commerce. So when you say radius p, you most likely think of integrating it with some kind of existing business. So for example, if you're talking about e-commerce such as Shopify and WooCommerce and others, then most likely integration is already done. It works flawlessly and you can send information from your e-commerce. There is name of your client address of your client number of checkouts, Browse Products and everything into your ESP, and then use this data while sending the emails. So there are different types of integrations, so to speak, which basically narrows down to amount of information that you are able to send from your e-commerce to your email system. And good integration is when you're able to send as much information as you can embed integration is when you are not able to send any information into your email system. So here's an example of good integration with e-commerce. Let's look at Shopify because it's one of the most popular e-commerce nowadays. I'm going to navigate here to top 50 stores by Shopify. Shopify.com going to choose the first one, not promoting them, not affiliated in any way just because the number one here. So I'm going to visit this website. So this is a typical a typical Shopify e-commerce. I have already been here because there's something in my in my cart going to delete it. So this is a typical Shopify store, which is able to send information to your email system that is called high level integration. The moment when I, when I logged in here, when I, when I first visited here, when I first landed here, even before logging in, the email system that is integrated with this e-commerce has already started tracking me down. So now if I just go into products section and choose one section, this step is already recorded and sent into my e-mail service provider. Now, if I choose a new product, this step also recorded and I can use this information later in my emails. Now if I add to my cart, this step is also recorded in my e-mail service provider. If I have high level integration and if I go to check out that it was low. So if I go to check out, if I don't do anything here, if I just quit, like 90 per cent of visitors do, then I can use this information later in my e-mails as well. So I'm just going to leave here, not going to do anything, going to go back to my to my table and I'm going to show you step-by-step what good integration with e-commerce is. So from all the steps there, I have just done in Shopify. If I had integration with Claudio, for example, I would already know that we're myLocation is I could use it later in my emails, sending email such as there was a big sale in your area. There is recording of time of the visit. Later I will be able to calculate the number of time when I visited this website less time sending email, something like you visited us two weeks ago and now we have 5% discount for you. My ESP now knows the category that I'm interested in. So I can send e-mails with subject lines such as new products in your category, in your favorite category. Shopify also knows that I start checkout. Shopify sends this information to my ESP. Let's say it's clever. And I can send the e-mail such as abandoned cart saying that you have checkout started, come back and finish your checkout. During my visit on the website IV eyebrows, some products, but didn't add them into the card. So my ESP already knows about it from Shopify and now I can send email such as a week ago, you were interested in these products. How about buying them now? And so on and so on. So you see this high level integration gives me many reasons and opportunities to send more and more emails based on all this information recorded during my visits to the website. And each step in my visit was sent to my ESP, let's say Clive, your Mailchimp or any, anything else. And later use this information in my image. So this is called high level integration with e-commerce. It also works with WooCommerce, with Magento and some others. If you're using unknown platform for e-commerce than integration will be less valuable, less parameters you will be able to send from your e-commerce to your USP. Anyway, next step in choosing pay the ESP is support. Support is a very, very important for you because when your client or your boss on, when somebody else is telling you how, how is the job going in, you have a problem that you are unable to solve and you need to support to solve your problem. And I know for sure that Clavius support works very, very good, especially in paid plans. And sometimes when you ask them a question, they will even record the video, send it back to you, and you will be able to step-by-step resolve your problem. Now, this is importance of support. Partnership programs is also very interesting thing. I know that many ESPs will be more loyal to you if you bring, bring clients abort. So for example, Clavier they have, they have a whole program is called Partner Program. The basic idea is the more clients you bring in, the more fees they will pay you, and the more insights they will share with you on how to lead your e-mail channel. For example, you bring a pet company and they will give you advice on how to work with PET clients in the e-mail channel. If you bring in, if you bring a board like a flowers business, they will tell you all about how to how to send emails to clients who buy flowers. Just an example. This is the Insights, top solutions. When you go with the ESP, you can be sure that they constantly improve their, their tools. Claudio, for example, they have introduction for new solutions like every, every season. I'm not sure about others, but as far as I know, send them blue is also growing. Year ago. You couldn't see as many, as many tools as you can see now. When you pay, you get top solutions. Resources is also very important when you only in the beginning of your video with your business or what your work? The biggest number of resources I saw with solid Calabria. I don't know why it's not working. If we're talking about how much resources Claudio have, they have academy, which is well a number of courses and tutorials. They have guides and tutorials, which is very, very big number and very detailed. They basically reply every every question that you have about the about the system. Case studies podcast is very interesting thing. It's like a standalone YouTube channel where a lot of clever users share their information, how they use Flavia, how they started using Claudia, what went wrong, what went successful, and so on. So it's a very good collection of insights. Help center with Clavius. Support is a very good thing to do. They will help you, especially if you're using paid plans. Now, let's talk about free ESP. Esp is, you can see this list is much shorter. Now, one of the main reasons why you would ever use free of charge e-mail service provider is security. Many companies do not want to share the list of the clients with anybody else. One, let's say disadvantage of all these top players in ESP world is that you share your clients, your client list with, with the company. Basically, when you start building your subscribers list, it's not technically even your subscribers, its subscribers who were found with the help of the ESP System. So it's, it's like you're sharing every bit of information about your clients, least with the company. And there are businesses who really don't want to share this information with anybody. I worked in startup where priority number one was a security for the clients and they had pre ESP. My job was to establish duty to install and run ESP System. We had dedicated server, we installed magic there. We had programmers who were always helping us, helping me to run this system. And basically it was the same as pay these P only it was within the borders of one server and nobody ever could see our client list. Another reason might be that you or your business or your client will be rejected By play DSP. Who falls in this category is adult content, gambling content, some other content that might be banned in some area, some few religious, for example, or something else. Something related to gun, gun ownership and suicide, something else. So if you are rejected by radius p, You can always rely on free SP. There is your own server. And another, another example of using free ESP such as multi-core. Something custom is when you start your own business, when you're growing and you have your own clients more and more. And then at some point, you decided not to share anything with play DSPs such as your client's list or money or anything else. And you decided to start your own company. So solution in this case is to help your own custom e-mail system, email sending system. One of the options here is to use a open-source mouse. You can work with this one, this system. So it's up to you to decide which category you fall into. You might be falling into both of the categories. No problem with that. But in most of the cases you will fall into standard category where you just pay a little bit work. And whenever there is a problem, there is someone who will work out the problem for you. There is support team. When you work with the free custom solutions, then you should know that there is nobody who will ever help you except for you, your programmers. Basically, some community on the Internet. And with all respect to the community, they do a great job, but waiting for an answer for a long time. It's not the same as to get your answer fast and unclear by support. So this is the main difference between pain is p and free SP. 5. Paid ESPs Overview: Throughout this course, we're going to, so-to-speak, a jump from one ESP to another ESP to perform different tasks here and there. So now let's focus a little bit on the pay DSPs we're going to be using throughout this course. So I decided to use a few different ESPs for this course. First of all, this will be clear area because this seems to be one of the most popular and advanced DSP is throughout the last years. There have been using it extensively. I have become quite a partner, so I have, I believe I have some knowledge Hero and Claudio, so we're going to be using it. Mailchimp has always been popular in email marketing and marketing generalist. So I can see that this platform is growing. We're going to be using this one for some tasks as well. And another one that we're going to be using is called send in blue. This platform has always been growing through the last years and they have been adding new and new functions. So I would keep an eye on this ESP as well. So we're going to be using this for years peers just because you need to have a broader knowledge of e-mail channel. I don't think that you should be focusing on only one ESP because honestly most of them quite similar because they do want in the same job. They do the tasks in a little bit different way, but mostly they are all the same. You can even see it in the structure of their boards. So I don't think that this will be difficult for you to jump from one speed to another. So we will be doing some tasks in one ESPN climate, for example, we will create a campaign in mulching, for example, we might create some automations flows. And we're going to see how the same operations are done in incenting blue just to prepare you to different ESPs that you might face in your work. So there might be different situations. You might find a client who has already invested in some kind of ESP and they don't want to change it. So you will have to work there. And the more ESPs you have seen, the more experience you will have when you get to real client or real job. When you will go to part number two of this course, I would like you to have an account and clever in mulching consent and Lewin, maybe in some other is P to your taste. If for some reason you might find it hard to follow several ESPs, then no problem, you can focus on your on the ESP of your choice and do all the tasks they're focused on. One is Pino problem, but my idea was to show you how one and the same task or different tasks performed in different ESPs just to give you a broader knowledge. So once again, a couple of ESPs we're going to use when we get to the practical part and part number two. 6. Free ESP MailMerge: In this video, let's have a look at the first free ESP. Well, first of all, I wouldn't say that this is this is the best replacement for for ESP. But technically this is email sending system and it's free and it allows you to do some personalization for your email. So technically we can call it ESP, or at least a very good replacement for paid ESPs. This ESP, these replacement for ESP takes place in Google Sheets, also takes some Add-ons to make it work. So here is testing list of recipients I created to show you how the system works. So let's go from left to right. First we have the e-mail column, the recipient column with the e-mail then comes the name, FirstName, LastName, region of the recipient, and currency of the recipient. So the idea is to send emails to all of this recipients personalized with this information. So whenever we say high, then we add the name, then we add the region that we add the currency and each of the recipient receive an e-mail with personalized information. So this is a Google sheet. Now, all you need to do to get this system work is you need to have an ad. Don't go to Add-ons, get an add-ons. Here. You need to type in mail, merge. And among the available evidence of this type, you will find a lot of a lot of mail merge type of Don's. All of them. Mostly the same with some limitations, with some minor differences. We are going to be talking about the original one which is called myelin marriage for Gmail. It's free and unlimited and you can send up to 2 thousand personalized emails. But in my case, somehow I'm able to send only 500's, so it will be little bit different from one account to another. Most important thing for us is that it's free. It can send personalized emails, and it can track opens and responses. So as you can see, this is a basic, basic functionality of ESP in your, in your Google Sheets. So install it, I have it already installed. The workflow for this, for this work is this first you prepare your, your recipients list. Then you go to Extensions, run your mail merge. Going to take a few seconds. Here you can create templates for different, for different campaigns. He was go from left to right here you can create new template. Pick the pick from those two plays templates that you already have. Assign the recipient column. In my case, it's a tracking email means that you will be able to see which you may elsewhere opened, clicked or responses. Couple of more options go down here. So if we go into editing my existing template, you will see which places will be personalized. So I'm going to click edit template. As soon as you see this curly brackets, it means that this is a variable which is going to be replaced with the information from the Google Sheets. For example, in the email subject for each of the recipient's name will be replaced with the name of the recipient. And the region variable will be replaced with the region from the corresponding column in the Google sheet. In the body of the email, I'm going to use the variable name, variable region, variable currency. This way, everyone will receive personalized e-mail with this variable is replaced by the information. So I'm going to click it. I'm going to click Exit. And now I'm going to send this send this email just to show you how it works. I'm going to send it to myself. And you will see that this places will be, these variables will be replaced with the information. So I'm sending 60 miles, going to give you five seconds to abort this. It or campaigners say is being sent. You can view sent e-mails, but I will go straight into the inbox. I send the e-mail to myself. So in the, in the subject line you can see that some variables very pleased with the information from the, from the columns, my name and my region. So let's open this e-mail. This was a variable, it was replaced. This was a variable as well. It wasn't replaced and this was variable from the Google Sheet, it was replaced as well. The same thing happens for every recipient. Now if we go back to the Google sheet, you will see that there is another column here created by the script. And this gives you information about what happened to the email after you after you click send the complaint. First of all, each of them was sent. As soon as someone opens it, this must be replaced with the open and green background. Let's go and open it. I opened the email, the system tracks it. If I go into extensions, mail merge and refresh striking, it's going to change the status. So it's changed infrared with a green background. So this is basically all you need to know about this system well-nourished. This is not a full-scale ESP, but this is a good replacement for ESP is free and it allows you to track the emails and it allows you to personalize emails. I will say that you would use it if you need basic functionality for e-mail channel. Also, if something happened to your paid full scale ESP and you need to you need to backup as soon as possible. So this is always in your Gmail account. In the next video, let's have a look at full-scale marketing platform, which is free. 7. Free ESP Mautic: So now let's have a look at the mountain. Some people call it the secret marketing tool. This is a full scale marketing platform, which is open source and it is free. So it has a very big community on the Internet. And even though it is quite famous among marketers, you probably have never heard of it because this is a very specific platform. As I said, it is opened, open source platform that automates your marketing processes, not only e-mail marketing, but also SMS, lending pages and some other activity. You can connect it with your Facebook, you can connect with your website. Everything that happens on your website, pass this information into your e-mail complaints as mix it with decimals complaints, everything. You can do this in this platform, Multics, so you can create email flows. You can work with HTML code in your e-mails, with CSS and everything, you can work with sigma bonds. So basically all the functionality of big paid ESPs present here in the mouth. However, it has some differences, some key differences, and we're going to look at it right now. So first of all, before we move on, let me be, let me speak little metaphorically. And I promise this is the last time. As I mentioned in one of the previous videos, the key difference between multi-cloud, which is free and some paid ESPs is dead. The DSPs you will have your support and with molecule will have to do everything on your own. So think of pay DSPs is leasing luxury car. You just play a little bit and you have everything, you have comfort, security, you have technical support and everything works and even if it breaks down, most likely they will just give you a new one and your job will go one. So in most cases, to me, at least in most cases, key priority, priority number one is to go one with the work I'm doing. So I'm ready to play a little bit every month just to go one with every day tasks that I have to go on with the work for my clients or for my boss. If we talk about now, this is open source system that you will have as a kid car and you will have to assemble it yourself. You will have to adjust it yourself. You will have to make sure it works the way you want it to work. And only after that, only after that you will be able to use it as any other ESP or any other marketing system. So I'm pretty sure that there is someone who to whom the security of their clients and ability to keep the client's secret is mostly important to they are going to use market first instead of radius p. But as far as I know to ninety-nine percent of marketers going on with your work, with your daily workflow is more important. So think of multicast keep card that you have to assemble first before you drive it. And any species, lives of luxury cars, and that's going to just work for you whenever you want at with the perfect support. So this was the last time when I was metaphorical, I'm going to delete this row. Just not to distract us anymore. So now let's go on from left to right and let's see what options for multi constellation you have. Like I said before, you use multitask, you need to install it. It's not that simple. So first of all, good news, we have live demo. I'm not affiliated with any of these links and I'm not promoting anybody. You can find it all in the Google. So if you want a live demo of mountains, you can just type in the Google live demo mitotic. And you will find the system that's going to let you in. And just to click a couple of buttons and the dashboard, we're going to do it in a moment. Next option is manually install on your hosting. You have a server, you have a hosting, there is a folder there. And you are going to install it from zip folder that is using FTP client. You're going to copy the files, make it run, and just to make it work. But basically it's like installing WordPress menu. If you have ever done this before. So this is mounted in the form of zip folder. I have extracted it here. In my case, it's a little bit old, older version, free O2. So if you go in, you will see the mountain. This is the market. This is just a collection of PHP and json files that multiple users to ensure that every function works. So if you go into these files, you will see that you can edit these files in your text editor. Of course, if you know what you're doing. For example, if I change this line, then my fav icon will be changed. This is the five icon. This will be changed in my mouth. And this way you can edit basically any information, any functionality in your marketing. But to do so, you need to understand what you're doing. So this is what the files look like. These are the files related to application work. This is the files which work with a media that you're using in your, in your daily workflow and so on. So you install this files manually in your hosting. Before that, obviously, you need to make sure that you're hosting has PHP and MySQL and under all the other supporting systems, another option would be an automatic installation. Now in many hosts things you have the so-called C panel. C panel is like a little dashboard in your hosting which allows you to install additional applications in your hosting. Like for example, if you buy a hosting and you won't work WordPress to work there, you just go to cPanel click WordPress and it's being installed. So in some cases they will allow you to install multi, just like you install WordPress, so it's quite easy. Now, in our case, we're not going to install anything. We're going to have a look at a live demo of mountain. So this is openly available demo account of miotic. This is their board of mounting. First of all, when you just login as going to present you some information regarding what happened recently, regarding your latest keep your eyes and actions and what happened in the last days, in the last week. You can adjust the screen. So obviously you can export this to show to somebody, to your client or your boss. Here on the left you have menu, which is control for your e-mail channel. You have Calendar Contacts. Companies, and complaints are little bit different thing here, companies is just what you watch you understand when you see companies like Coca-Cola, for example, complaints is what you understand when you say e-mail complaints. Components. You can work with assets, you can create forums, you can create landing pages and so on. So basically everything that you do with your e-mail channel is here on the left. And here on the right you have Settings menu. These are all the settings which are about your mouse-click instance. If you need to change something like sender, your sender e-mail, you go here and change it in here you can, through the web hooks, you can connect your mounted to any other applications, to Facebook, to your website, to anything else. And you can have a lot of plugins to connect your mouth to your Mailchimp for example. Or to connect your mouth stick to your should be Phi for example. Now, I'm interested in configuration. I'm going into configuration because there's one thing I want to show you for better understanding of mountain. Here we have all the types of configurations and one of them is the e-mail settings. Here you have the address that you sending your emails from, your name and so on and so on. One drop-down menu we're specifically interested in is this one is called surveys to send your emails. So multiply itself is not sending any emails. Magic is just control system which uses a lot of other subsystems to do your e-mail marketing work. Multi controls another system which sends your emails, your ESP. And here you have a lot of options. For example, if you're using Amazon ESP to send emails, you need to specify it here. Connect your mouth, stick to your ESP, and then your molecule will be able to send the emails through your account on Amazon or male jet or mandrill or any other any other option. Smtp server is when you have your own server. Like like a physical, your own server which you use to send emails. So it's important to understand that magic itself is not sending anything is just a system that controls other system. If you send SMS through melting, then you need to specify another system that sends SMS and multicore only controls that system. So let's get out of this menu. Let's go back to the dashboard. Let's quickly have a look at this points here. If you have ever worked in clarity on Mailchimp, another ESP is you can see that there is no big difference here. They also allow you to work with different things that you do in your e-mail channel. So for example, you can have calendar. To have your content calendar, for example. You can, you can have control over your clients. These are the clients list. You can create a client by adding one or by uploading in a CSV, for example. And they all will show up here. So if I go into any of these clients, you will see a lot of information about the profile which has this email. So here on the right you will probably see a picture which I downloaded from some social network. You will see geographical position here like CTN, country, contacts, phone number and all these things, companies. In some other information that you might collect for this, for this profile segments. You can also work with supplements for your clients least you can have one big client list or you can create segments just like you do in any other ESP System in company. And you can work with assets which might be anything like PDF, image, GIF, anything else. You can create as many forms as you want and to edit to your website. Multi-course allows you to create landing pages. I'm not sure that this is very popular, at least I never use this on before. So it's basically, it's like a like a form which is on the another lending page, which allows you to make your clients do some kind of action there on that page. Obviously, you need to send your email campaigns and so on and so on. So basically you can see that this is the full-scale marketing system. If you think that this is limited number of options, then you can always go to Plugins and web hooks and Kinect mounted to any system that you have out there to make it even more and more powerful. So once again, magic is free and full scale marketing tool, but it's not for everyone. In this course. We will not be, most likely we will not be touching mitotic anymore. Because my prediction is ninety-nine percent of e-mail channel users will be using paid systems. So we're going to be focusing on those systems. But if you ever need motive than you already have knowledge about Martin. 8. What are DKIM and SPF?: So when you only begin your e-mail channel, or probably if you already worked with one but would like to improve it. It's important to pay attention to these things. These are the so-called rules of security for the e-mail channel. This one is called DKIM and SPF. We've talked about here. Dkim is out identification key for your emails and SPF, or basically a list of servers which are authorized to send your emails. These are the so-called security rules for your emails which hardly affect deliverability of your e-mails. So let's Let's talk about DKIM first. Before you send your emails or before your ESP sends your e-mails, you need to work on DKIM, which is a system of having a key attached to your emails, which allows the recipient's server note that your emails come only from you, and it's not somebody who would like to look like you. So let's open to emails and I will show you where this key is attached to your e-mail. Then I will show you how to, how to create this keys In your ESP or in your, in your hosting. So I'm going to my inbox, these promotional e-mails that I subscribe to. So let's look at two companies I'm not affiliated with anybody just showing you this as an example. So this this is email number one. This is email number two. There is a difference in this e-mail that you as the recipient. You can see in your, in your inbox. So this e-mail is sent by this company from this server. Now to most of the people, this makes no difference, but some people might say, there, I don't know what the server is. It doesn't look like the name of the company doesn't look like they belong to each other. So maybe it's spam, maybe I'm going to unsubscribe. So this line is going to look a little different in many different email clients, but in Gmail it looks like this. This is the name of the company. This is the server which sent this e-mail. It doesn't mean that this image belongs to this server, is it? It was just used to send the email by this company. So now let's look in the, another email which has also marketing e-mail. But here we have another recipient and there is no information about the server, which happens because this email was sent from a client server. And this one was sent by was sent by dedicated server. The server which belongs to this company, which is called dedicated. And that's why you see this bottom unsubscribe, which you can click and unsubscribe from the limos. Now, if we go deeper into this email, if we go into original form of this email. And this one, this is just a text representation of this email. This is what the email looks to the systems. You can see that this email was sent by a server with this name, which is most likely IP that belongs to clever, because we already know that this is clever. And there is DKIM key, which is attached to the beginning of this email. Let me find it. If you can find it, just click AQIM. And there you go. There's this DKIM signature. For some reason they have it look like they have to DKIM signatures. They are different. But anyway, when, what happens when recipient silver gets this email? It starts reading this, all this information. At some point It's finds this DKIM signature. It takes your key services. This is the key. It compares it to the list of DNS names on the Internet. It finds the key there. And now, if, if, if they match, then your server knows that this e-mail comes from you and it is secure. So this is one of the systems. Of securing your emails, you attach these key to every or e-mail recipients server looks into this key, checks it compares with DNS list. And if they match, then your emails marked as secure and they lend up in the inbox. Everything else is just belong to the, belong to the body of the email. Now, if we look at the, another email by this company with dedicated name, dedicated server, then you will see that these SPF, IP is different and most likely it belongs to Clavius is well, and how I know that he is, even though nothing here says that this was settled by Claudia somehow. I know that this is from Guatemala, so here's how I know it. I press Control F and I typed cool idea. And you can see 11 matrix for Clavier in the body of the e-mail. Well, first of all, in the header information of this email and then later on in the body of this, of this email. For example. These lines is Claudio image placeholder and this line is, this string is created by Clive, your e-mail editor. When, when you create an e-mail in your ESP educator, whether it is clever Mailchimp or any fellows, they leave the sprints. And this is how you can identify where the email was made. So for example, when someone from this company was creating e-mail, they created a table. And this table was supplied with this, with this string. I think it belongs to class name. So even though they have dedicated server and nothing says that this is from Clavier. We know that this is from quieter, but that's not the point. The point is that if you have SPF and DKIM systems enabled, then your e-mails are going to land in the inbox and this will improve your deliverability. Now, every SP obviously have tutorials for for working out this situation. So here's one. Here's one from mailchimp. And if you want to improve your deliverability, you should go and do this yourself. In this tutorial Mail Chimp tells you how to get this dedicated server. Just like this company did. The idea is that you need to copy beat of information from your ESP, their board, and inserted in the in your hosting company dashboards. So hosting companies, the one who owns your domain and everything there is about your domain is controlled from the dashboard of hosting company. 9. Figma vs. Canva: So in this video, let's have a look at image editing applications. Difference between Photoshop, fema, Canva. And let's look at one of the e-mail examples to illustrate this difference. So in this course, I recommend everybody to switch from Photoshop if you're using it. Online image editing applications such as Canada and Figma, there is a reason for this. So photoshop has always been such a flag on the image editing applications. And traditionally, it has a lot of tools for image editing. You can even create videos with Photoshop. You can even create animated GIF. You can even create 3D files, 3D objects in Photoshop Fix are some plugins, but the truth is, you don't need just as many tools for creating e-mails in your daily workflow is email specialist. You will be dealing with creating images, but you will have to do this fast and you just need one or two tools to create the images and then move on to the next one. So the difference between Photoshop and Canada in Figma is that Canada in Figma is basically an essence of those tools that you're going to need in your everyday workflow. They work faster, they work smarter, and they give you a lot of templates which you need to create exactly this type of images that you use in the e-mails. So you don't need huge, big Photoshop to create just one or three images and move on to the next one. You need a specific faster than smart image applications such as Canada and Figma. So the philosophy behind Canva is that you go to the airport, you pick a template, or you create your own template. You create an image, render it, and move on to the next image. This is exactly workflow of email editing. The philosophy behind behind the Figma is little bit different. Think of Figma as of one table which holds all the assets for your website, for your application, for your business. So your designer, your marketing team, and you all go to this table. You create assets, you edit those assets, ran the ROM. Move on to the next image. Also important thing about Figma is that you can apply CSS rules to your images to make, to make them look exactly like your website. So for example, if you creating an image with text, you make sure that these texts use the same font as your website and the same size as this element on your website. So in Figma, you usually, you usually don't go with this detailing in your images, but in Figma, you can, you can apply CSS and you can apply some other things to your assets to make sure they look exactly like your website. So that the whole team use acids that look the same on your website, in your presentation, in your fliers, in your e-mails and everywhere. So let's have a look at a real example. This is an email and this is a website. I'm not affiliated with this website in any way. It's just an example. I subscribe to them because they have, they, they seem to have THE images there. And you will also be subscribed to everything on the Internet while working with emails. So anyway, this is the website. And right away you see that they use a lot of images with this beautiful fonts here. Here. Here, this is the beautiful font again, here, and so on throughout the website. There are actually two fonts here. One is this, 11 is another style here. I really don't know which one it is this one, but this font is seems to be for Torah sans serif. And then comes the replacing if, if the Photuris missing. So most likely this is for tabular font. And what they tried to do is they're trying to keep the style guide, which means that they using this font on the website, and they using this font in the emails. The emails. And the website would look like, like according to one style guide. And everything looks nice. And pixel perfect even though it's not pixel perfect. So anyway. If your task would be to recreate this style guide in your Photoshop, then you will have to install this fonts on your computer that is for to Ray and some other font. And then you would have to, in your email application, you will have to do some additional coding in the email. And then even after that, there would be a problem of rendering your email. So when you send your e-mail to different recipients, chances are very high that devices of those recipients will never recognized for two are formed. For example, in this case, render mistake is that he shows me the logo two times, one in here again and at the bottom of the e-mail you can see this part repeats this, this part with different fonts by the way. So you can never know how the recipients browser or device will render your email. So most likely for two font will not be recognized on someone else's device. And it will be replaced with a verb with a web font such as Arial, which is on every device or, or something else. And this e-mail will not look like the website. What this company decided to do is they create it all this year, all these images using this font so that it would look like the one on the website. So this is actually not fun. This is an image. I have already saved it. This is an image. And basically all this e-mail consist only of images just to escape the situation where your device renders the font in other way. So this is for number one, this is number two. And to save them, they use some image editing application. I suspect it was Canada or Figma. They use this font in the application, they render this image. And then the day, just use this image in the email. Most likely if someone's device disables the images, this e-mail will, will never be seen by recipient. But since most of the people who subscribe to this e-mail know what they going to get in the email. They will make images enabled and they will see all this information. So let's go down a little bit now, this part here, this line is also an image. I can pick it up like this. So it was most definitely created in Canva figma and then render it and then used in here. This is not a button, this is part of the image. This is not a button as well. This is part of an image. So the idea is instead of using real phones and real text, they just used these fonts in the image editing application, render it, and use it in the most. So that's why you, you will be using a lot of Canada in Figma while creating your emails instead of Photoshop, because it's just simply easier and faster to work with elements like this one. 10. Emails vs SMS: In this video, I would like to go on a little bit with Keep your eyes. But this time I would like to talk about KPIs for SMS and emails. Let me remind you that when we say email channel, we usually talk about emails mixed with SMS nowadays. Because every big player offers you sending emails to them, mixing them with sending SMS. So most likely you will be sending emails and then SMS or SMS complaints stand alone and then email. So anyway, you will be mixing it at some point, which means that you will be collecting not only in males from their subscribers, but the phone numbers as well. I would like to just give a little comparing between emails and SMS and how they mix together. So talking about KPIs for emails comparing two SM, as you will see, first difference, you will see in the open rate, as I mentioned before, the open rate for four emails would be around twenty-five percent. Open rate for SMS is always higher. It's always hiker because SMS is basically in your palm. So once you receive the SMS in many devices, many smartphones, you don't even need to open. It just pops up on your screen. So once you receive it, you read it. So open rate is much higher than in the emails. And some sources say that it's up to 90 per cent. So let's say it's around 90 per cent, so so-to-speak, one problem less, you don't need to care a lot about open rate for your estimates. Next thing, the click rate for emails as we, as we talked before, around 5% and click rate for SMS might be a little higher, up to 15%. Because as I said that once you receive the SMS, it's right in front of you. And all you have to do is to click the link which is in the SMS. You don't need to scroll down as you do it with the emails. Next thing, conversion, conversion for emails would be around 25225 per cent conversion in sales. And conversion for SMS is usually around the same wishes above 2%. The difference between an e-mail send SMS is that even though emails or direct marketing in SMS is also direct marketing, SMS is so to speak, more direct. So you don't need to open your browser, you don't need to open your email client. You just need to look at your screen and you will see the message right there. So email, so work a little slower because you need to go to your browser. Once again, in SMS goes faster. So even though they both in the same, in the same marketing channel, direct channel, this SMS works a little, a little faster. So it's, it's kind of two devices on the same category, but SMS is a little bit faster, is a little bit faster. Now, the question is when you use emails and when do you use SMS? So from my experience, I can tell you that different audiences will react differently to email, send SMS. Some audiences will be more responsive to e-mails. And you will learn the decimals do not work for them. And some audiences will be more responsive to SMS and you will learn the emails fail for some specific audiences. Here's an example. I used to work in micro financial company. I think in English it's called micro-credit financial company. In the audience there was around 40 years plus. So everyone was there above 35, above 4045 years old, 50 years old. And that audience was more responsive to S masses. So the idea was there to send offers only via SMS and nobody really cared about sending e-mails there, even though we had email channel there, we only cared about this semester. Here are a couple of more examples of when and how to use SMS and how to mix it with emails. Even though you can send the standalone email campaigns and they will bring some results according to these KPIs. You can mix SMS, e-mails in a more creative way, so to speak. This is called mechanics. When you send standalone service complaints, you just collect the list of recipients, send them an SMS message and see there in, try to measure the results. But the mechanics might be much more sophisticated and much more difficult. So for example, with help of SMS and SMS campaigns, you might bring people into your mail campaigns or even start some email flows for some of your recipients. Here as an example, you're going to send an SMS to some number of subscribers. And the SMS will look like this gene. We have new shirts collection and then link which leads to the page which hurts collection. Now as soon as someone clicks this link and they go to your webpage with shirts collection, you track down this person, you track this action, visiting the page, and then you assign in you flow of emails. So this person, if this person was interested in shorts collection, they click this link. They went to the webpage about shirts, shirts collection. That means that they interested in this product. Now we have to send them emails with these products specifically. So after visiting this link, this person, your recipient will receive e-mail number one, which shirts? Then few days later, E-mail number two, which shirts than one week later? E-mail number three, which shirts and chances are high that if they are interested in this link, they will buy something from one of these emails. So this is how you bring, bring your customers to specific email flow from SMS, first-year send SMS, you'll learn the interest. If they interested in this product, you assign them to this email flow. This is one of the mechanics that you might use when you use SMS and emails at the same time. Now as I mentioned before, SMS works faster and even more direct than direct emails, which means that you can use SMS message is more personal message. So when you send emails to somebody, you always know that e-mails is for everybody, even though it's personalized, even though every subscriber see his or her own products, they are in the email and the products they only they are interested in. Even though everybody understand that e-mails is more like for everybody. But when you receive SMS, you feel like it's personally for you. So you can use this personal touch for sending SMS and send email such as like this is just for you. And then you put the name and then you put your offer in this semester. And chances are high that many people will take it as, as personal message. So this is the difference between SMS animals in how you can use them together in the e-mail channel. 11. Email Channel KPIs: In this video, let's talk about KPIs for e-mail channel. Kpis, key performance indicators. So I assume that if you're interested in this marketing channel, then you come from marketing largely and you know about KPIs. So I don't need to go into details what keep your eyes eye and what they are for. So as in every marketing channel, email marketing channel has its own KPIs as well. And I listed some of them here in this little table, but they are not limited by these KPIs that you see here. But I would like to start not with the Keep your eyes. I would like to start with the e-mail channel funnels because this, these funnels will also show you two main aspects of female channel, which are as important is to know your KPIs. If you have ever done in sales, you know that there is such fingers for an O in the sales, which is like step after step after step that you have to do to achieve some kind of result. Primarily sales. In e-mail channel, you have two of these main finals. They come from two main goals of e-mail channel. So target number one for your e-mail channels to get subscribers, to get more people into your list, and to use this list later. Target number two for your e-mail channel is to make a sale or any other action that is there is important for your business. So most likely we will be talking about sales. So getting people to sign up and sell something to people. These are the two main targets for your e-mail channel. Each of these targets have its own funnel. So let's begin with this funnel. This file is graphic representation of, of making a sale through the e-mail channel. So step number one for you would be to send emails, the emails from your list the most from your segment which is part of the list, it doesn't really matter. So send any number of the e-mails. Your concern here would be to have big, substantial number of emails. Next step is a number of those people who are your recipient number, some number of those people will open the e-mails. This is a fewer number of people. And you're considering here would be to work with subject line time of sending. Some some other things that affect opening or open rate. The battery or subject line is the butter that the timing of the Ascending, which depends on your subscribers, the bigger number of opens you will have. Next step would be to get as many clicks as possible from those people who opened your emails. And your concern here would be to think about the offer which you're sending to your recipients. So if the offer is relevant, bigger number of people will click that offer, will be interested in content that you're sending in the email. Next step in this funnel is your call to action. Your concern here would be to make sure that your call to action resonates with your recipients needs. That is basically the number of people who got interested in your pitch. Let's say if we are talking about e-commerce, then most likely you sell something like an east door. So if many people will respond to your call to action, then it means that your offer is relevant. Final step here in this funnel is conversion to sale. If we talk about e-commerce, and most likely this will be number of people who perform checkout who login to your website, from your email login to your website. On the website, add some product to the cart in the car, they do checkout and you make a sale. So this is a final number one for invalid channel, which goes from sending an e-mail to make a sale, a call to action funnel, because it's not exactly sale. Your call to action might be something different, like make people subscribe or make people leave a comment, which is also technically a call to action. So next funnel in the e-mail channel, which is your concern, which is your daily concern, is how many people you get to subscribe to your e-mails. So this one was a little shorter. But anyway, step number one wouldn't be to show your popup or your form. Two, biggest number of viewers. So the more people will see your pop-up, the more chances that somebody will subscribe to your list. Next step would be two. Make people sign up to that form. So Thursday, see the form, then they decide if they really want to sign up or not. Your concern here would be to think about the so-called lead magnet, which is basically something that you'd give to your future subscribers in exchange for their email. Some companies offer free trials, free product, free delivery, something else. So depending on your business, your concern is to think of lead magnet. Next step is after someone's signed up to your list, next step would be to get their conformation for receiving your emails. Officially, it's called the double opt-in is when someone explicitly says, I would like to receive your emails, you most likely have seen the confirmation emails with only one link which says, if you would like to receive our emails, click this link. And when you click that link, email sending system is going to mark you in the list as a person who gave its consent to receive emails. This is called subscription funnel. And main concern of this funnel is to get as many people subscribe to your list as possible. First to show up your form, then you make people sign up, and then you make them confirm the subscription. So these are two most important funnels in e-mail channel. And this will be your daily concern number one. And this will be your daily concern number to everything else. He is. Just to just to get the bigger picture of condition of your email channels. So these are two things that you'll be thinking about daily. Now let's move to keep your eyes. E-mail channel KPIs, key performance indicators within the e-mail channel. So as you know, as you most likely know from, from other marketing types, every marketing is based on numbers. You perform some actions, you track this section, then you calculate what was the number of successful pitches and so on. The same thing happens here. You perform some kind affection, then you target how many miles were opened, clicked, subscribe, and so on. And based on these numbers, you change the way you work with your image channel. So let's go from left to right. First of all, I would like to say that here you can see, well, roughly three groups of keep your eyes from left to right. This is the group of KPIs that you will see daily. Once you login to your USP, your ESP is going to show you these numbers on daily basis because this is like the information that you have to know Dalian. Now, these two conversion inside Lab, this is what we just discussed a moment ago. These are two things that you will have to pay attention daily. How many people joined to your channel through the email and how many successful pitches you've done during the sending e-mail complaints in something like this. This is third group of keep your eyes. It's not limited by Fried, is kind of kind of endless because they will be more and more, keep your eyes here going to the right. They are not really your daily keep your eyes. You check these KPIs like once a quarter, once a year, once a month. These are not your primary concern even though they are really important. So let's go from left to right and check the most important, keep your eyes in your e-mail channel. So in your daily work, open rate OR open rate is one of the most important things. The number for the open rates between 1525 per cent, which is a healthy number. Now, depending on your business type, this number will vary. So for example, in gambling, five to ten per cent as a big victory. In e-commerce, twenty-five percent is a very normal, very standard standard present. It happens because when you send emails in e-commerce, you recipient know what they're going to get in the email. Open rate is very high. The next thing is the click rate. Click rate is the number of people who perform a click after opening your email is usually five times less than open rates. So every fifth person performs some kind of action in the e-mail after opening it. Now, bounce rate and unsubscribed rate. Pretty self-explanatory. But important thing here is if you exceed this number, like if you bounce rate is high, greater than one per cent. If number of your subscribers who unsubscribe as hydrogen one per cent as well, then your ESP will have questions to you. Because technically if you're ESP, see these numbers, they start thinking that you are a spammer. And you send irrelevant emails to some random people. Because nobody wants to open your email, nobody wants to be Subscribe button the start and subscribing. And if your emails bounced, it most likely means that someone puts you in the blacklist. And every next email that you're sending is balanced. So ESP usually pay a lot of attention to these numbers and if they exceed this limits, then probably they will block your account. And you will have to explain them the situation, like literally call the support and explain them that you're a good guy and not as bomber. So next group, as I said, you will be paying a lot of attention to these things daily. If you work as an employer in the company, this will be one of the most important KPIs for you and your boss will be asking this daily. If you work with a client as a business, as a business separator, then these two parameters, the most important for your clients, because clients will come to you for big number of subscribers and for bigger number of sales. Conversion to sales and conversions, subscription, or the most important thing for anybody who starts using e-mail channel. Now, this group, as I said, this is a little bit less important, even though it is important as well. So this thing is called, one of these KPIs is called average revenue per email. So these kind of important for, for your financial department or for you if you run your finances. Once in a while, you have to ask yourself how much money each email brings to you. And if you go into your ESP, report, their board, then most likely you will have this information there because big ESP player such as clay view of Mailchimp and others, they usually provide this information to calculate it for you and give it to you in the form of bile charts and some other, some other things that you can take, give it to somebody else, you investor, for example. Next thing is called inbox placement rate, which is kind of similar to delivery rate, but it's a little bit different. Now. Now, if you go to your Gmail account, you will see three tabs here. The primary tape promotions and socials. And the primary one is actually what is called the inbox. And this is the step where you're going to read every email that lens here. And this one is called promotions. And most likely you will read like every, every ten females, how something as you can see, I'm subscribe, subscribe to many, many companies just to see their beautiful emails and I very rarely check check this email. So when they land in their inbox in the primary, I'm going to read it. If they land in the promotions, I'm not going to read it most likely. And this works for pretty much every subscriber on your list. So Inbox placement rate is important when you want to know how many emails actually lending your primary and your primary therapy error. Why is your channel revenue and which is also important for your finances? Finances, is this, this KPI gives you an understanding of how much money e-mail channel brings to your business? Let's say over the last quarter or over the last year, over the last week and so on. So once again, once again, this keep your eyes, don't, don't limit here they will be bigger and different numbers of other KPIs. But most likely you will be interested in this group on your, in your daily workflow. So open right-click rate, bounce rate, and unsubscribe rate just to play on the safe side. In your main concern would be to make sales through the e-mail channel. Make bigger number of people to sign up to your e-mail channel to rule these two finals. So this is the general picture of IMO channels. Keep your eyes. 12. Add Personalization to the Emails: So before we move on to the practical part of this course, I would like to spend a few more minutes talking about theory here. We are going to talk about integrations and personalization of females, which have key importance for e-mail channel. Just recently we used Gmail malnourished to see how personalization works. This was example of so-called poor personalization. Even though we personalize the couple of lines there, we replaced a couple of variables with some information. Was poor personalization because there was really not much information to personalize in those in those emails. And it has been like this for some years. But recently, with the growth of e-commerce, with the growth of Internet, every system on the Internet started to collect immense amount of information about you. And each bit of information can be used for you or against you. And email channel is not an exception. The more information you have about your client, the more information you collect about your client, the more information you can use in your emails. If you were not able to catch your client using this bit of inflammation, then in the next email, use another bit of information to try to catch your clients. For example, if you say buy a hat which you are interested in last week in client is not interested, tell them that there is a big sale in your area in Los Angeles. And in this case, and client might be interested in this bit of information instead of the previous one. So that's why companies collect huge amount of information. And first of all, e-commerce, shopify is one of the most popular. One of the most advanced e-commerce platforms is not only beautiful, is not only extremely comfortable in using, it's also extremely savvy in tech savvy in collecting information about you. Everything your client does can be collected, saved, and used later. Everything from size of your screen, model of your device to your cursor movement. Even your cursor movement can be recorded. You can watch later what your clients do with your cursor where it clicks, how it clicks and when it clicks. And you can use this information later. So there is a huge number of information companies collect. You can use this information in email channels. So there are things that I called poor personalization and good personalization. So e-commerce, as you know, collect information from name, location, category of interest. Ltv is and all the other specific information. Ltv, lifetime value is how much money your client gave to your company throughout it's the time of its existence on your website. Many e-commerce has used this technique where they divide clients into tiers. For example, Tier one is the one who spend One thousand dollars on your products. Tier two would be someone who exited this this amount of money and so on. The size, gender, last Browse Products, last purchased products, everything is collected. So let's, I just want you to have understanding of what poor personalization, good enough personalization and very good personalization is. Because when you start working with your client or when you get a new job, you need to understand what information you have at your disposal, which you can use in your e-mail channel and what information you still don't have, which means that you will have to spend some time collecting that information. So let's go from left to right. When he would talk about poor personalization. We talk about using just one or two variables in your channel. So for example, here in mail merge, we used only variable name, only variable, region, currency, and that was it. They were free variables per email. It was not, not enough for modern e-mail channel. What I call acceptable personalization is when you have a little more, little more variables that you can use in your emails. So for example, once again, I'm not promoting anybody and I'm not saying that anybody is bad or good, I'm just giving you an observation. So there is this ESP called male jet and mild yet is a popular ESP. They have good deliverability. But as I understand, they don't have great integration options. So for example, if you want to connect myalgia yet with your e-commerce, you might find some obstacles. When you go to MailChimp and you ask yourself, is there is an integration detail you that there is a direct integration keyword is direct. It means that someone in the Mailchimp and someone in Shopify have done a lot of work to connect to the system so that all that you have to do is to click a couple of buttons and all the information from your Shopify goes straight to your MailChimp and you can use it. You don't even need to think about what information you want. The ad from Shopify to Mailchimp. You just have it there in a colleague. So this is called direct integration, which is very good integration. This is an article from mailchimp on how to connect. Not this one, but there is an article on MailChimp on how to connect your account in Mail Chimp to your Shopify. This is how to set up. Now, sorry, this one's a little different. So anyway, there is, there is always a tutorial on how to connect your ESP to your e-commerce in mild yet it's little bit different to connect your e-mail, your e-mail system world yet to your Shopify, you need to ask another company to do that for you. So for example, they offer you to ask this company, they will do it for you. So basically you go there and you ask them, can you connect my Shopify to my mail jet and they will they will do some manual work to send information from your e-commerce to myalgia, then you can use this information in your e-mails. Here's another company which is more automated. You come here in the US. Can you connect my Shopify to my meld yet? And they say, what exactly, how exactly we need to connect it. So anyway, this is an example of connection through the third party. Next is Central blue. They have this integration right now, but as I understand it, the moment, they are only in the beginning stage of integration because there is a lot of change in here from time to time. So it seems like these still working on make the disintegration more productive for your company. But anyway, they have something like direct integration here already, which is good for you. When you have your custom, is Tor, which is not Shopify, not WooCommerce, not anything popular. Just basically some kind of custom in-store which you or your programmers created, then you face a problem. You still have a lot of information in your e-commerce and you can still use it in your image and all. But there is no way to connect your ESP to your custom e-commerce because ESP doesn't know where to take specific information. This way you will have to create some scripts with the help of your programmers, which say, what bit of information to take from your e-commerce in where exactly to put it in your ESP so that you could use it in your emails. So this is acceptable because at some point you can, you can accomplish this task, but this is problematic because you have to do a lot of work here. So next thing is what I call good personalization is, as it was demonstrated here with the Mailchimp, if you're ESP says that they have direct integration with your e-commerce. Then all you have to do is to click a button. And all these information from your e-commerce will fly to the ESP and you will find it there. If we talk about chlamydia. Them, they have very good integration with Shopify. And last time I checked they had acceptable integration to WooCommerce. But you have to do some steps manually. So anyway, I think the, I think they improved it already. Anyway, if we talk about Clive and Shopify, they collect three types of free groups of information. First one is about event, which is something that your clients do. Information about profile, which is information about your clients, the age, gender, gil, location, and so on. And catalog data is the information about your catalog in Shopify so that you could use this information in your e-mails. For example, insert groups of products in your email. So this is high level integration. And of course they have a lot of tutorials on how to connect one system and another system. So for example, this is a tutorial on what information you can get on your clients. After you connect, Shopify and enclaves, you will have information about source, where the client comes from. How did the first know about you? You will get the information about the last purchase, about age, gender, and the oldest things sent to send to your clavicle from Shopify after integration. Center and blue also have integration and they have is I understand this one is a little bit limited. Still it exists and you can send some information from your Shopify. You're sending black, for example. What products your clients have viewed recently, what orders needed, what orders they completed, what checkout, the abundant and so on. So anyway, you need before you start your e-mail channel, before you connect your ESP to your platform, like e-commerce, for example, you need to understand what kind of personalization you will have after this connection. And if you don't have any personalization, then you need to estimate the amount of work that you will have to spend on connecting to the systems. So you need to understand that there are personalization, poor personalizations, kind of acceptable and good personalization. Obviously, you need to go for good personalization because this is a less amount of work for you. In the next video, let's look at some more theory about e-mail channel. And after that, we'll move on to the practice part where we're going to create campaigns. 13. How to Create a Content Calendar: So in this part of this course, Let's talk about campaigns. How to make complaints, how to send complaints. Complaints are in all about complaints. So first of all, in milk complaints, the simplest form of using e-mail channel. So all you have to do about complaints is to create them and send them out. So this is single sending off email to a list of clients or to a segment of clients, that this is the simplest form of using the more general because you most likely never connect your campaigns to SMS or some kind of flows or any other mechanics you just create, complain, make content for this. Find the number of receivers, the segment or the list and just send it away and then you move on to the next one. Complaints usually begin with content calendar because without this calendar sending, your complaints would be chaotic. And when you deal with mass sending in, this section is repeated, you need some kind of system to log your actions. This kind of luck for your actions is called content calendar. This is where you write down all the campaigns that you're sending this month, for example, you'll leave a lot of comments for you and for everyone else who's, who access to this calendar. And this thing is going to help you a lot now, content calendar might come in different forms. This what you see right now is the form I get used to. You may find your content calendar connected to your CRM just to give access to your sales team, for example, or anybody else on your team. It can be in any other form. So let's look at this content calendar from left to right. Once again, this one is made into Google Sheets. So from left to right here we have sending date for all the planned campaigns. This is, this is July, and these are the dates sending. Now, the next column is called group. This one is kind of optional. You will have a lot of this optional columns in your, in your content calendar. So this one is called group, and it defines what group this email belongs to. So you can see that there are some emails belong to sales because we are expecting some sales. There are a couple of promotional e-mails when you're just trying to sell something to your client without any sale, without any any incentive features and so on. Then comes name of the e-mail. This is most likely what you recipients will see in the subject line. Then I get used to including these columns because I worked mostly with physical products in the e-commerce segment. So it's a good idea to include the name of the group of the products that you're selling or that you focusing on in this email. Some of them are focused on one product. Some of the emails are focused on all the products, which means that all the products are included in the e-mail. And I'm talking about these products right here. So when you include some products in your email, your ESP system allows you to say to include products based on some kind of parameter, like for example, a group name or type name and so on. So when you encode it, make sure that you make a note about it in your content calendar. Status is what is happening with this campaign. Some of them were sent, some bill being built right now. Some of them are only planning, which means that you are still discussing these complaints with your team or with your client. Esp link is the link which takes you right to your campaign In your ESP, which is very convenient when someone asks you to show the complaint that you are preparing, or when your client or when your boss needs access to the campaigns that you're building to correct you on the way or to give you some comments about the about the complaints that you're building. So anyway, this is a good idea to include a link to your ESP conversion. You usually take this information from your ESP and just paste it in here just to have a better understanding of what you did right and what you did wrong in the previous complaints. Comment is a comment for someone who has access to this calendar. Because most likely you will be not the only person who have access to calendar if you work on a team and even if you work on your own, your client would like to have access to this calendar just to be on the same page would use. So you'll leave comments here. So this is a pretty, pretty much self-explanatory. And it just, you need to understand that. You don't have to stick with this workflow. You can have content calendar in the form of some other presentation that for example, you can have all this information presented in the Google Calendar in this form. And just like that, you can have you can grant access to this calendar to other members of your team. So if I click here, this is the same information. Some people might find it more comfortable to see information in this, in this form. So we're sending promotion, we're sending new product announcement in this e-mail, smile is about hat. It was sent on Thursday, July. We had this conversion. This is the link to the ESP and this is the common. So this is another form of having your content calendar. Now, let's go back to content calendar and I would like to give just a little, just a couple of comments here because some things might be unclear. If you have never dealt with content calendars. If you look here on this column called common, you will see that this line and this line which is two emails, belong to one sale, which is called mid-summer cell. They have this comment which says exclude those ones who received the mail on 6th of July. The reason to exclude people from this email is this. So we sending an email here, this one which is a sale, which is a sale of old products sale with a ten per cent sale. And there will be a number of people who byproducts here right here. But then just like one week later, they will see that there is another sale with 20 per cent. So they will be frustrated. And if you ever have this kind of situation, might be not your fault, might be someone else's misunderstanding of your marketing, or it can be any other situation. But if you end up on this situation, has good idea to exclude someone from the previous e-mails. You can do it manually by excluding people from Sigmund that you're using to send email or just to give a comment to your ESP. The most advanced DSP have this option to exclude people who bought some kind of products from you within last week, for example. This is one way to play around with these kind of situations will exclude people who have already bought something with the sale. Just not to get some frustration for these people. Now, another thing I would like to mention here is that in this calendar you see sales with like 5%, 10, 20% percent. It's, it's useful to know that in some situations you will determine the number of sale and the head of marketing, or someone else from your team or your client will directly tell you that you have range for sales between, let's say 530%, which means that you can use five per cent in one email. Then you decide to use ten per cent in another email, 20 per cent and even up to 30, and then you decide which one works better in this row, that situation. And then you get more experienced about the product and the audience to see what number of sale gets people more responses. Sometimes it will be up to you to decide what percentage to give. One more thing that is going to assist you with building content calendar is the so-called marketing calendars on the Internet. So if you find yourself in trouble while building this content calendar, you will find a lot of helping information on the Internet. Well, first of all, you will be building this content calendar based on information from your client or from your boss. This, this will be not, not only your task to build this, most likely, and then you will use a lot of helping information from the Internet. So just go online and type marketing calendar for your year of your month. And a lot of companies, especially ESPs, are going to give you a lot of helping. So this article is called marketing calendar to pass in 22 days that you should not miss. And they actually go month for month, just helping you out with this. So for example, if it's January, then obviously it's New Year's Day. You add some kind of sale here. Then it's, then there comes the real sale. Then some other days that you might use as an excuse to make a sale, for example, or to sell something. And by the way, I'm talking about sales, but you should not use sales all the time because you just, you just need to sell something people without any sales. You can actually download files like this. This one was downloaded from Facebook, and this is like a cheat sheet for you from Facebook. And they also go month for month and they focus on there are national holidays here. For example, these are the holidays in Australia that you can use in your content calendar in dorky, New Zealand anywhere. So they go on for a month. So I strongly encourage you to use this, this kind of helping materials to build a better content calendars. In the next video, let's move to your ESP and start building campaign. 14. Before Creating Campaign: In this video, I would like to begin some practical actions in creating complaints. Before that, let's look at the plan that we're going to follow before we create any complaints. It's good idea to have integrations to your e-commerce because in real life, you will always be dealing with e-commerce most of the time. So I would recommend you to have some integration. So e-commerce right now, if you still don't have a so let me explain you my integration. We're going to create campaign in Clavier. The integration that I have is between Clavier and Shopify. This is the e-commerce for my sharpie fine. And this store was specifically created for educational reasons. At some point I was loading liquid, which is a language for Shopify. So I'm still using this. This is store as a testing ground. So I have connected this Shopify to my criteria. I have created some products here just to be able to import it in the emails, just to show you how, how you import it. So if you still don't have any kind of integration, It's a good time to have to have integration between your ESP and your e-commerce. So let me show you how it's done in clad young in clever. You go to Dashboard on the left. You have integrations in the menu. Go into the integrations. It indicates that I have one integration here between globulin Shopify. So if you still don't have it, you go to integrations. Type short. If phi, you go into this option. There you go, you go into Shopify integration. It says that mine is enabled, your will be disabled. So you type in the name hemophilia store, which is right here. Then integration goes and just one or two clicks, your recent data will be empty. But mine has some, some entries here because it has already integrated with Shopify and trying to get some information from Shopify here in the Claudia. Then you click Start, Start integration. Probably it will. It's going to take you back to the Shopify to click a couple of, couple of buttons there anyway, usually this is full direct integration, which go flawlessly and no problem. So now, after I have done this integration, I am able to use these products in my emails as well as some information such as recent checkouts, recent placed orders, or their products and so on. This information will be empty because the store is closed. It's not four, it's not open. So there is, there is no real clients there. But anyway, the integration is real. So enough about integration. If you don't have integration, it's not a problem. Just follow most of the actions that I do in these videos. Next step would be would be creating the complaint itself. And there will be a couple of sub-steps there. So first of all, before sending the campaign, we're going to create the so-called main email or style guide is decoded. The idea of this email is to copy all the elements from your client's website. We're going to create emails for this website. This website is supposed to, this is the original theme. It's supposed to be like a website for some healthy drinks. First of all, we're going to be using this images, these fonts, and these borders, and these elements. And obviously we will have to follow these color scheme. So we will have to copy all the names of the colors, all the fonts, some copy from the, from this website to the emails and use all these elements there. This is called secreted main email that we're going to copy. And using all the other e-mails that we will be sending just to keep all the emails in one in one style before sending the complaint, after we create complaint and just before resending, it is good idea to test it. So it's always a good idea to send it to your email, send it to someone from your team e-mail. And it's completely normal practice to ask somebody to check your email before sending because you all on one team and you all help each other. Plus there is a number of services that are going to help you test your emails before sending. I'm going to show you those. Next step would be the ascending itself. And you may just send it, forget it, and go to the next one. Bye. Usually. Usually you would go with A B testing, which is a process of testing. Some kind of keep UI in your email to make sure which content works better, for example. So it's always good idea to go with AB testing. This is called GMOs. Gmos is another service that is going to help you to understand where your emails go into land. If we talk about Google Mail, for example. I'm going to show it to you later. This is also relates to testing somehow. After you send your campaign as good idea to pay some time to, to analytics and analyze what went wrong, what went good. To take the most successful practices from this last sending and take it to the next sending to the next campaign. Also, if during your analytics you'll see that some blocks in your email work better than others, then you should save them and use them later in the next complaints, who just, just to increase your keep your eyes. So right now we have done step one. I encourage you to take a break here and start some integration if you still don't have it for your ESP and your e-commerce. Next step would be creating the email based on this theme. In the next video, we will start creating the e-mail. 15. Creating Email Campaign 1: So enclave your dashboard. Let's go into email templates are going to create an e-mail template, and then we're going to build a campaign based on this template. So I have, I have already started one. You can click Create template and it's going to ask you if you're going to use classical utero, which is the old one, the new one. The new one has a little bit more options such as more comfortable work with fonts, which is important for us in this case, because as you can see this, this website has a lot of not standard fonts and we would like to save them in the e-mail. For this reason, I suggest us to use the new editor. But if you use the classic editor, that's okay because they are mostly familiar. If you master the one, you will master all of them. So I'm going to go with the new editor, create a template. So if you have never seen email editors in ESPs, the good news is that they all work mostly the same. So you will have to learn how to work in only one. All the others will the same to you. You will see mostly no difference. So if you have never worked in this one, then let me give you a little introduction here. So here on the left you have options, which is blocks of code that you are going to add into, into your e-mail. Basically assembling email from these blocks. And while you adding these blocks, you can edit them. Add some operations, exclude some information and so on. You can not only add blocks, you can also work on layout of this email. So for example, this is one column and this is two columns. So you can work on this layout by adding columns, excluding columns and so on. And also the important thing is that you have two views for your email. First of all, you can, you can see how your email is going to look on the desktop. This is a desktop version right now. If you switch to mobile view them, you will see how this e-mail is going to look on the mobile phone. Now, there are two approaches, as they called mobile-first and desktop first, which is basically how many clients of your clients are going to use my bio to see your email first and how many of them are going to be at the desktop while opening your email. So most likely, as in every other e-commerce, most of your clients will be using mobile. But we were going, we are going to start with desktop and sometimes we will be switching between them just to edit some parts. So let's go and create the email block after block. Sometimes we will be looking here at the theme just to stay on the same page with this design. So the first thing I would like to create is this this top block with the black background and free shipping information. So I'm going to copy this text. Go into, don't pay attention to all this existing images and elements. We're just going to delete them one after another while creating our elements. So I'm going to click and drag this text block. There is one thing I would like to say, if everything works very slowly, then I will have to stop the video and adjust my internet. But so far so good. So I'm going to give this, let's say ten pixels. Also going to give it a special font, which is called anonymous Pro. This is exactly the form that this e-commerce is using, even though this one exactly It's not my chin. I'm going to keep with mostly used for here. So one more thing we need to do is to add the black background. I'm going to collapse this content. Now I'm going to give it the white color first. Whoops, sorry. See, there is a bug. I found the box, so I'm going to pick the color. We're going to turn on visible, it's right there, but it's just white. So I'm going to collapse it. I'm going to go to the next step which has textarea style. I'm going to give it a background color. I'm going to give padding to the text just to make it similar here. Give it ten pixels on the top and on the bottom. And let's go with 0 padding left and right. So this black color would take all this, all this area. So we say that Colombia is automatically saving the emails for you, but sometimes save it, save it manually. Now what we need to do is to drag it up. Now. Okay, Well let's delete this image, background image. So let's disable it. Because this section had this background image with huge piling. I'm going to delete it now. This block goes away all the way to the next finger would like to do is to add an image right here under this, under this black information about the shipping. So I'm going to use this image and then we're going to use this text. I think I have this image saved. There we go. Now I'm going to direct image block in here. Click on it. Browse. These are the images that are used in some old emails. So I'm going to upload an image. This one, I am uploading image into my Cloud library, so I will use it in a later emails, in some other emails later. So I don't want this image to be so big. I would like to I kind of don't like this space in here. So I'm going to edit this image. You can crop it. I don't really have to crop it right now, but just an educational purposes let's grow up with Let's keep it one-to-one is just keep it like this. Play. He's going to save it as new image inside your color of your library. One thing I would like to do here is to go with the border for his, for this image. Because if you look at the original theme that we're trying to copy, there is a border everywhere. And I would like to keep his border. So let's give it two pixels. Blur color. No padding, kingdom. Now let's work with the text. So this is textblock. You can tell it by this, by this little tab here it's textblock. Let's copy the textbook from here. It doesn't really matter what exactly we're going to type in there. It's used educational purposes, so let's just copy this text from there. Now next line. In the next line we will have this paragraph. Just paste it and align it to the middle. And the color of this text is looks like it's a PG black. Just like the button. Let's inspect this. Not sure that this is a feature black, so let's copy this name of this color. I'm pretty sure this is the same color as the button. Let's check the button. Must be the same one. So let's change the layout. To inspect the element that you would like to inspect. Faster, press Control Shift C, click on the element in, it's going to show up here in the inspection area. Let's finally, I can find the background color. But most likely it was the same color as this text. Now in this case, if you cannot identify the color, you can use some of them. Some of the extensions, such as color pickers, but I have this color cope. This is an application that allows you to identify the color. Yeah, it's looks like it's exactly the same color. It just doesn't work right for me. Sorry for this. The same code. Yes, it's the same color. So the bottom. And these texts at the same gallery and it's not black. So let's go into Calabi-Yau again. And let's give it the color, text color. This one. Let's give it the font. It's called anonymous Pro. Just like on the website. Now, it's a little bit different. This one is different to this one. So let's, anyways, it's up to you to leave them as one font or to pay attention to every detail. So I think I'm going to leave it like that just because I'm not sure that I have this font in here, but it's up to you to change it into another font or not. So the most similar I think would be. But I definitely don't have that font. So I will go, I can go with Arial for example. Just noted alloc. Maybe it is Ariel who knows. Let's go like this. Done. What I don't like is this is too small, so let's go and increase the font that hit Enter just to give some space here. Then. Now we need to work with the button. Now as we have already established, the button has this color, which is equal to the font color. Now I'm going over here. Now, I clicked on the button and it takes me into the style menu for the buttons. So I pressed Control V to make it the same color. The font in the button is the same. So first of all, it says shop. So I can I can pick this one for some reason. You don't have to repeat exactly what your website cells. But in educational purposes I'm doing it. I'm URL, which is URL for the button would be just the website. Or you can go deeper, you can go into the catalog. So it's up to you where you take your clients. So if, if your recipient click here, you have to ask yourself where you're taking them to the main page or to the straight, straight to the catalog. So I'm going to take them to the catalog. Text on the button is the same font, which is this sharp lemonades. It's just I wanted to be, to be bigger. 18. Okay. So far, so good. Looks. Looks like we're repeating this style from the from the websites. Sorry for this load out is just clearly automatically logged me out. Give me a moment and I will login back. So far we have created a couple of blocks here which are repeating this theme. Now, we need to edit this borders for the button. Click on bottom corner, radius is 0. Now it has sharp corners just like the original. Alright. So what would we do next in the email? I think we should add the block with the products right here. Don't worry about these blocks. We're just going to delete them later. Shop lemonades, okay, so I'm going to place products right here under the button. And it's going to look mostly like this. So I'm going to call this block in the while. Meet our bestsellers. Just like in the website, you can come up with something more creative. Now, we need to place a textbook in here. You can basically copy this one, or you can drag the new one down here. I'm going to copy this one. And I'm going to drag it under the button. Now all I need to do is to delete this and replace this text. Made our bestsellers. You just not so big. And the color is this one, because this color prevails everywhere. So let's select this and give it this color. Meet our best sellers right? Now under these texts blog, they will be another block. Might've products. Let's go into the content. There we go. Products. Dynamic means that the products will be insert here from the product feed. Or if it is static, it means that we're going to choose products once, right now during creating this email and they will stay here for forever. So it's up to you once again, if it is dynamic than after sending different people will be seeing different products and different emails. If it is static, we say which products goes in right here only once. And every one on your list will get the same products in this email. So for some reason when I made this content dynamic in this products block, Claudia wasn't able to upload the products from my Shopify in here. So I'm going to stick with static products, which means I'm going to explicitly tell clavicle which products to demonstrate here in this block. Now I'm going to product block, head products. I'm going to choose is free products. And products. It has successfully uploaded the products right from the Shopify. These are the products from the only collection that I have there. Now, our job is to make it look more or less similar to the website. So this is how the products look on the website. So let's repeat this, this style. First of all, let's go with we don't need these description. This is a individual description for the products. You can alter it by the way two. And what we need is we need to change the style. First of all, the title. He is in the same font as the price on the website. So let's change it. Then you must pro, normal. And the price is well. And then you must put normal. Now, you see this bloke on the website don't have buttons. So I think we're going to delete buttons here. One thing I don't like is the color of these links. Now to change this, you need to go to Styles. Not styles belong to this particular block, but styles which define all the styles in the email. Now there is a section links here over here. And since it's the color that we have identified, what skewness. Now please note this is going to change color for the links in the whole email. But since there will be no more links in here, then we okay with this. Now the only thing I would like to do is to make this font a little bigger. Goal, but 16. And price also 16. Okay, so this is the bloke with the products. Each of them of course have individual link. This link was copied by clever you automatically from Shopify. So let's move on to the next block. In the next block, Let's create a block with one product only. This one. Let's make it look like an absolute best seller. We're going to use this kind of button. Is grayed out because it says sold out. But don't worry, I have another one which is are they all sold out? Because because when I was adding them, I didn't pay attention to how many of them I have. So let's go into into my Shopify for a moment. Go into the products adjusted. Continue selling when out of stock, which means that the button will be enabled on the website. There you go. Now this is exactly the color that will need. Will try to repeat this style there in the email. So we had one block with three products. Now let's have another bloke with only one product. Before that, of course, let's do this finger towards copulas textbook. Let's place it over here. And let's say that we have a product which is best seller product. Changing the font. Okay? Now, this is kind of introduction to the next block, which we'll go over here. Now I'm going to create another blog with the products. That is with only one product is going to be static. Again, this is exactly the situation when you need to go with static product. When you want to sell one product to everyone. I'm going to edit. I think it's called wingman. Products. Has only one product, their items per row one. Now we obviously need to make everything bigger. Change the font, change the font of the tidal. Just knowing that I can bolt. So this has kind of see they are kind of repeating itself. So I'm going to save this one, and I'm going to replace this one with another one with this one. Now they're all different. And now what we need to do is we need to repeat the style of the button. So if I go down here, we already know the background color of the button. Scroll down to the button color, corner radius 04, and the same here in the website. This button looks very big and wide. So let's make it also big and wide. We can do it by applying inner padding on the left and right for approximately 30 pixels. Now even more 50 pixels. So it's kinda big. Nick Bottom them safe. So, so far we have created the top part, which is kind of introduction. And the button that leads to collection with all the products. Now, the gums, the products within individual links. And one product that we really, really wants to offer somebody which stands out from, from all the others. Now at the bottom, I would like to create something like, something like food or on the website, which is right here. In the next video. Let's finish this template with the footer from the website. 16. Creating Email Campaign 2: Now let's go on and work with the footer. So what I would like to do in the footer of this email, I would like to use this image. I would like to use this block with links to social. I would like to place a couple of links. There will be obviously unsubscribe link, the very, very bottom. So there will be a couple of filaments and they all will be in the same style as this, as this folder of the website. So let's go. And here we have two blocks that we go into use in the folder already. So first of all, let's change them. We already know that color that prevails here. So let's change the background color. This one. Let's go to the next block. I have already changed the font. So now we need to do is just to change the background color. Please note there is a background color for text area, and there is background color for the block. Save it. Now, one thing that I find problematic is to change the color of this font is used for some reason it doesn't work for me. Seeds not changing. Well anyway, we're going to check it before sending. And if it really doesn't work, then we're going to replace it or work it out somehow. I also added this block over here with two, with two columns. How you do that is you go to Layout, you drop, you drop this option here would go to columns to choose how many columns you would like to have. I pick two column layout and now I have this one. Why I added this here is because I want, I want this block to have buttons for these links. 1234. Not exactly build these links in the real life, this would be like Terms and Conditions, delivery, returns, and everything else. So just kind of useful links that you usually have in the e-commerce. I'm going to use these links as buttons in the mail because buttons are more comfortable in the e-mail than just links. So what I'm going to do is I'm going to place one button over here. I'm going to change the it's a guiding the color. I don't know. Let's let's think about a little later. Let's say shipping, corner, read 0, the font bigger. I'm thinking how to play with the style lived, lives. Choose the color for the button. Let's give it a border. One pixel, and let's make the border white. Lives Mike. The background for this block. Neglect, but this dark blue. Done. So this is much more comfortable than just the link when it comes to emails. Because when we go to the, to the mobile view, it's going to look like this at the bottom of your email. It's just easier to click on it. So now what we need to do is when you just repeat this block, I'm going to copy it and drag it here. And change stripping too. Let's see returns. So if anybody is interested in returns, they find this button very comfortable down there at the bottom. Let's add two more here. One more in this one. And what else will have their, let's say bundles. And in About Us. So one thing we would like, I would like to do is to make them all equal size. Now let's do that. Let's change it to full width. In every button. Save it, it's already saved. So if and now we forgot to the mobile view, you will see that all of them are the same with the only exception is that these ones have partying and this one don't have padding. Work it out. I think it depends on the block settings. Yes. Here in these two blocks we enabled for full width and there we disabled it. So let's disable everywhere. Now everything is equal. Okay, looks good to me. So let's go to this view. So this is the filter and this is pretty much all the e-mail except the color of the backgrounds. I would like the backgrounds to be in the same color. So this looks like white. To me. Geokit. I'm not sure that this is why this might be some kind of super light gray. Yeah, I think this is the color of the background. See it's not really white, it's white and gray. So let's go in here and change the background color to this one. This is a background image. If the image disappears, then these background will show up. And let's find the background for this block. So see this one. Now, I would like this top border of the image would be seen. So let's apply some space they're biding on top would be two pixels. Just to show that border. And these background over here. He's also this one. And the background of the block is also this one, C, because there is text block inside the outer block. So as applied to background colors, this one is the same thing. Bloke background color, safe, meet the best seller. So probably we should apply some color over here just to make it stand out. But I don't see any any color Here in them in the main side that would be used in this situation. So we could probably use these color on all these cars. So let's, let's try. Whereas my color Cook, Strait of these color, just as an experiment, a blue background color. If it looks okay to you, you can leave it like this. If it's not, then just go on and experiment. Good, Let's leave it like this. And the other. Backgrounds should also be the same color. So I'm going to copy it. Background-color. Sorry. Background-color and Beglar background color for the block. A little bit different. Okay, this looks like it's looked like them. Now. In the end of making every e-mail, you should check how it looks on desktop and how it looks on mobile. So this is the way it looks on the desktop. This is the way it looks on my bio. I would like to change the size of this text just so that this text would fit the screen. I don't want it to be on multiple lines. So I'm going to go to mobile view, select this block and change it to, let's say 15. None. Okay. Everything else seems to be okay. I would like these padding here would be a little bigger. So let's go and so his blog while on mobile view, let's go into this block and go to padding. Let's unlock this. Let's go to budding. Sorry. This one. Biting bottom. Just to give it a little bit more space. Here, everything else seems to be okay. These texts just keeps bugging me because it's not changing the color in. I would like to change it to white, but it doesn't work, so I will have to hack it a little bit. Just not changing. So what do we have to do is we need to go into changing the code of this block. So go into source code. Let's explicitly give it a style. We already have a style with font-family and so on and color white. So I'm going to add important, which is a CSS comment, which dictates any browser to paint this color white, no matter what. So if I save it, most likely it will stay white. This is a little hack. Even though ESP is offer you the best of the best tools such as this editor. Sometimes you have to edit the code. So anyway, now I think with them. In the next video, Let's go on with Preview and testing this MAO. 17. How to Save the Blocks in Email: So we have just finished creating this e-mail for this E store with the healthy drinks. So I would like to just give a couple of comments on this one. And hopefully these comments will save you a lot of time in the future. In the previous video would try to edit the color of the unsubscribe link at the bottom of the e-mail. Unfortunately, it failed and I had to hack it with CSS little bit. So I figured out that there is the problem with this block. If I go into this template and if I scroll down and try to do any interaction with this block, this is block of text. Editor crashes and it starts reloading. Here is a situation. We have created e-mail and one block fails for some unknown reason and it crashes all the work that we have to do with this email. So here is a work-around that I hope will help you a lot in the future. Unfortunately, this kind of situation is not something extraordinary. You will face these situations in many educators. Even by the top player says use Mailchimp Claudio and then the others. Hopefully there is. There is an option to work around this so you can save each of the blocks. First of all, it's a good practice to save blocks regardless of if you have any error or not, to use it in the future and just saves you time. But especially in this situation, we can save each of these blocks block-by-block. When we go into create another email, which is going to use these blocks from the collection of the blogs that we're going to create right now. Because right now Clive, it does not allow me to copy this email, to alter it and to use it later. So I have to find a workaround for this. So what I'm going to do, I'm going to save this block. I'm going to call it top shipping for. Actually, it's not supposed to be taught, but since it's on top right now I'm going to save it. This is called universal contempt. Basically, it means that we can reuse it later across any other emails that we're creating. So I'm saving it. I go to the next block, going to save it. I don't think that I need to save this blog because it's actually easy to recreate it, but just to keep everything in style, in one style, let's say with this image, sometimes it's called hero image, but let's say image. Let's call it poster image. I give the names which are easier to read later. Coping. This one is button. This is folks like some kind of trading products block. Let's say what if the name of the website is hail drinks? Let's put it right here. Healthy drinks. Free because there are free items there. Let's call it two. I don't think I'm going to save this one. But actually, since we invested some time here for creating this button, let's, let's save it like hail drinks products. One, because there's one product. Now let's save, this is bottom, bottom. And this will be healthy drinks. Social. Now, if I try to interact with this block, this editor is going to crash. So let's save it and then return to templates. We're breaking this into the templates collection. So if we have some kind of problem with one of the templates, possible work-around might be just to clone it and start working on this one. But now we have an option to use these blocks that we have saved before. So if I use drag it over here, I will have this block again, it's the same blog, but you get the idea so I can reuse this blocks anywhere in the future. So now let's go back to the templates. Now in the next video, I would like to comment a little bit more on editing the code of the emails and give you a real life example of when you will need to edit the code. 18. Checkout Link Trick: In this video, I would like to give you a very, very big advice. I hope that this technique that I'm going to show you will help you to bring a lot of money to your business. In one of the previous videos, you saw me editing code of the e-mail. Even though big ESP players today allow you to use email editors to basically assemble your email from, from these blocks. Sometimes you will have to edit the code like it happened with the link at the bottom of the e-mail in one of the previous videos. So sometimes you have to edit the code. This is one of the situations that I would like to describe to you. If we look at the email that we have created, first of all, please note that these Gmail I'm using seems not supporting the font that we'll be using in the email. This beautiful non-standard font. It was replaced with the first, next available font. I think it's Ariel. So this might happen on many devices, but that's not in the scope of this video. This video is about working with code to ensure that your email brings more money. Let's look at the e-mail that will have created. First of all, we have the button which is called shop lemonades. If I click on it, it takes me to collection of products on my Shopify, which is basically a list of products and as as a client or they have to do is go into the product. It takes me to the bridge of the product. Then I have to pick the the quantity added to my cart and start checkout later. So that's like 123. How many actions? Next, we have bloke with the products. So if I click on one of these here, it takes me to the page of the product. I have to pick the quantity, edit to my cart and starch account, that's 123 actions. Again, what I would like to do is when someone clicks on this button, which says by now, I would like that link from this button takes me to the cart where this product is added. In. All I have to do is to click Checkout button. That is going to reduce the number of steps of termite, a couple of operations and it's going to make the sale faster. All you have to do to click here, you end up on the cart and you click checkout and the product is already there. So by default, Clive, you are, as far as I know, cloudy or Mailchimp and others do not allow you to perform this trick even though you have a full direct integration with your Shopify. So this trick you will have to code with your hands and then place this link inside this button. Let's, let's break down the problem once again. For example, I would like to buy a product. I go to the page related to this product, I pick the quantity, I click add to my cart, I end up on the checkout with this product, then I buy it. But sometimes the product might have variations. If we're talking about gloves, for example, a shirt might have size S, size M, size L, XL and so on. So these are four variations of one product. Before you add the product to your card, you need to specify which variation of the product you're working on. So they had the right where variation of the right product will be added to your cart. Now, in this case, we have one product with two variations. Variation one is six pack, variation two is 12 pack. So my job right now is to create a link for this button, which is going to add this product in one variation. I'm sorry, it's a little bit different product, but it doesn't really matter these products with this variation into the cart with a specified quantity. So let's say, for example, 26 packs of this product it to my cart automatically. So I need to automate this step. Now to do that, I would like to use this helping article by for-profit health and center. They call a checkout links, which is basically a method to automate all the steps that I just described. So this is the checkout link is a way to create a special experience for your customers, which is basically automate many, many steps. So let's scroll down a little bit. So here's what we need to do. We need to build this link which specifies which variation of the product. In which quantity adds to your cart. So basically let's break down this link. This is the name of my Shopify. It takes me to cart script. The script takes two parameters. Parameter one is the variation ID of the product, and then comes the quantity of the product. So this is parameter one. Parameter two. I sent it to the cart script. The script takes me to check out and check out. My cart already has this product, so let's copy this. This is the link that we're going to build. And to build this, this link correctly, I need a couple more, couple of more steps. Step one is I need to use the name of my Shopify. And now I need to replace this variation and quantity. So let's go to the page of the product. So if I pick six pack, I click Copy Address. This is six pack and this is 12 burger copy address again. So you see this is the variation, variation of the same product. So if I want six pack, I'm going to insert it in here on this link. I'm going to specify quantity. So let's say 26 packs. I'm going to copy this. Now. I'm going to check this link. I will go AS incognito visitor to my Shopify. So this is my Shopify. I'm ongoing as incognito. I'm going to insert the link. Let's check the link. I'm going to visit the card script, which is going to take two parameters. Parameter one is the variant of the product and this is the quantity. So if everything goes right and I'm going to land in my cart with this product ready with quantity two. I am in my checkout with two products. Quantity equals two, and this is the variation six pack. Okay, it seems like everything works. The price is calculated correctly. So now all we have to do is we can use this link in our email. So if I scroll down here, if I find this bloke with the product, it's a different product, but I'm just showing you how to work with this. So let's, let's replace the product. It was this one. You see by default, when I add the product, Claudio does not see variations of the product. So it's just one product without any variations. Now I will have to find the button. Product links. See this takes you to products and then to page of this product. But we need to work more precisely here and we need to specify everything. So I replace this link to my link. So now if we send this e-mail to somebody, they will click and they will end up here in this page with this product with quantity to edit to your checkout. So this is one of many situations where you have to work out how to deal with code. So even though you have this beautiful instruments such as email editors and all this integrations between your ESPN Shopify. Sometimes you will have to work with the code. 19. Learn GMass and the Inbox Landing Test: So we have just finished creating the first campaign. We saved some blocks. This is where we are in this plan. This was everything. Before sending. We'll create the e-mail with some testing. Now we're going to be going from testing to sending the e-mail. Let's look in this video is how to test your e-mail, how to do the AB testing and what GMOs is. I'm going back to Clavier. This is the e-mail we are working on. Let's first of all, let's Let's preview this before sending. So this is how it's going to look on the desktop. This is what it's going to look like on a mobile. Now we need to send the test. And right away there is this information right here. It's kind of important. It says that custom fonts might not work everywhere. Especially on some old devices and some clients such as Outlook and some other things. That's why you need to always test your e-mails. So probably all of these fonts that we used here on this e-mail will be replaced with so called web safe fonts, those phones which are on every device. So your recipient device might not have this special font, but they will most likely have Arial font. So if they don't have this one, then the device of your recipient will switch from this font to Arial or any other, which goes as web safe fonts, so to speak. This information here is awesome, important, but it's not important for us right now. This is going to work when your Shopify or e-commerce has full integration with clay. And there is a lot of information going back and forward. And you can find someone of your clients and to send the preview e-mail as if you're sending this e-mail to this specific person. But since we don't have any clients in our Shopify them, which is going to send the test e-mail without any personalization here. So let's go ahead and test. I'm going to send it to myself. It's going to land in promotions. Most likely as since it's a preview, it was labeled as Clay, your preview male. What didn't change the subject line and everything. We just need to see how it, how it looks. It looks okay to me. And now I'm going to show you another tool for testing your emails is called GMS. So I'm going back into the email. We're going to test it again. Going to send the test, and now we're going to send it to another email. Let's go to G mass. This is a special tool for helping you to test your emails. The idea is that this tool, it looks very cold, but it's actually very helpful things. So they have a lot of these e-mails right here, which you can use as a recipient email right now. So for example, we're going to pick any of these emails, copy it, and send that e-mail that we created to this address, to this recipient. It's somewhere here. If I press Control F, the radius, this e-mail from here, we're going to send it to this e-mail. It's going to lend into the inbox. This is basically emails that keep coming to this inbox and we're going to be one of those emails. This is just different people in the real time sending different emails here. As soon as it lands in the scene box, we're going to find it here. And we're going to see where it is lending, where it is primary inbox, whether it is spam, whether it is promotions. So what we're doing is we copied this e-mail. One of these e-mails we just called Painted Columbus to Clavier, send it to this e-mail. I think we will be able to find it by by this text or maybe we'll just see it. Copy it. Again. It's supposed to be somewhere here. Maybe you missed it already. Seen just other people like you and me sending those emails? Basically, it's someone testing their emails. Healthy drinks. This is our email. There it is. This is our email. And we'll end it in spam, obviously, because we just created one template. We didn't supply information there. We don't have alternative text for images and so on. And so far this, this image looks a little bit like spam. That's why it's landed. Landed here. So this is the mill. I don't think it's going to let us see how this looks, but we just sold in my inbox. So anyway, Dumas is a very good tool for testing your e-mails while sending. So once again, these are the e-mails that are going to receive your e-mail and you will be able to see where your email lens. So now let's make an AB testing. To do that, we need to go back to clever. And we're going to do AB testing while we will create a complaint. 20. A/B Testing: So this is AB testing. We have just seen what GMS is. We'll just test that email in Gmail inbox. Now let's go with the AB testing. Let's go to queria, going to create a campaign. Going to create a campaign. Complain of my the females. Let's say Hail. The drinks. Idea under the idea was that we have a best seller product. If you remember, we made one product to stand out from all the other. So let's stick with this idea. So this is the name of the campaign. Then you choose your recipients. Right now I have only two recipients, but it really doesn't matter right now. Then we can choose any body who we don't want to send to. Continue to content. Here under content, we can choose, we can choose a template from my templates. This is what we just created, this one, save and exit, because we've done everything here. So now we're going to be using VSC male subject line. Let's say, bye. I often drinks. Now you probably notice that English is my second language. So if, if you see some mistakes here, please forgive me for this. When I send the e-mails, I usually check the copy of the most with native speakers. So if I, if I make a mistake, it's just a, it's just irrelevant right now. Now preview text is what your clients will see before opening the email. See what other clients shoes. I didn't know if there is such a company or not. So if I go like this, and now we can create A B testing. So here is a rule for AB testing. When you testing something, you're not testing images in the email. You're not testing the emails itself. You're not tasting content. You're not testing videos or any, or any links or anything that is in email. You test your key ***. So for example, in one test you can create a b testing for open rate and play with subject line. A variation. You will create one subject line in variation B will create another subject line. This way you will be testing open rate to see who was interested in a subject line a, who was not interested in the subject line B. If you're testing click rate, then you most likely will be working with content of the email to see who will choose which contents. For example, variation AU, we'll put one content in variation be we'll put another contempt. This way you will be testing click rate who will make more clicks in their content, which is more interesting to audience. So right now we're going to create a b test. Clever Yorkers basically copied the email that we have created, namely its variation in variation B. This is variation a. Variation beam. In this testing, I'm going to test open rate. So I'm going to change the subject line. This is going to, we're going to leave it like this. And here we're going to change everything. Healthy drinks introduce new flavor. Banana and orange mix. The idea is to see what people are more interested in. Seeing what other people choose and seeing what best salaries or if they are more interested in banana and orange mix. We're not going to change anything else because if we change content, for example, and subject line at the same time, we will never be able to say which affected the openings number. So when you're testing, you test always only one KPI. In this case, we're testing the open rate contented settings, open rate variation with the hygienist open read wins. Here's how Claudia does the A B testing is going to send both of the emails. Then it's going to spend some time calculating which got the most number of open rates. And then it's going to send the rest of the email. So for example, if we have 1 thousand recipients were going to send 150 with variation a, then we're going to send 150 miles at variation B. And then Claudio decides where was the most number of openings, and then the rest 700 will receive the winner of this test. This is how AB testing works. So continue to review. There's duration yet, six hours is a little bit too much, I think so. I will put it like two or three hours. Because people who are subscribed to your e-commerce, they know what they're going to get. So they will see the email and open it. And it's going to happen within two hours, most like. So once again, first of all, clever sends both of these e-mails the same time. Then during two hours, it calculates where was the biggest number of open rates. And then after two hours, the rest seven hundreds of recipients will receive the winner from this pair. Was it this one or was it this one? Continue to review. If everything is okay, then we can send it right now. Well, technically, I don't have anybody to send it to hundreds, to emails in the least. But if you have a lot of a lot of recipients, you just schedule it and send it and then see which one got the most number of openings. This is how AB testing works. 21. Adding Personalization to Emails: So now when this video, I would like to talk a little bit about personalization. If you remember in one of the previous videos, in part one, I was describing integrations and personalizations and showed you that ESPs nowadays collect a lot of information, name to location, to your last Browse Products and everything. So now we will have a look at how these collective information is used in ESP and how you can use it. So let's go to Colombia. In Colombia, you have a lot of profiles. Well, I have only two. One of them is me, but it's all in educational purposes. So I go into one of the profiles. And depending on your USP and the system will show you all the collected information that you can use in your daily work. Here in my case, this is all the information that Claudio has collected about me while I was traveling. This website this website is is connected to clavicle subclavian collects information about every one who performs any actions on the websites. So I have done some actions and Claudio has collected this about me. First of all, I started some checkout, then I deleted this checkout. Then I started another checkout so client knows what products I was interested in. They must be much more information here, but for some reason, probably didn't update it yet. Some information. There must be more information like last browse products, products that I checked on the website. There is some information about activity that I have done on the website. Here on the right, you can see some metrics about my profile. This is the least where I belong to. Some some contact information that I have provided or which Claudia was able to collect without my consent, so to speak. There is a block with information. Now, in real life, this block would have much more richer information. But since I'm just testing it, this doesn't have a lot of information. However, we are interested in this part of this information block. It's called custom properties. So custom properties are the properties about profile that you can collect by means of popup forms, e-mails, anything else? At some point I created a popup form just to collect a little bit more information about, about profiles. And I, and I created this information with my favorite products, drink. I submit this information in the form. My birthday. I don't accept marketing. That's pretty much it, but you can create many more steps in your popup forms to collect more information. So now I'm going to use some of this information in the email. We're going to see how this information might be used. So let's go into the e-mail. This is the email that we have been working on in this part. So now I would like to personalize this email and it will be. So let's add 11 paragraph here. Let's say, Well, first of all, depending on your ESP, you will find a lot of tutorials on how to use this personalized information. So here in, in, in Clavier, this is how it works. Just like it was in my own marriage. We're going to use this variables in curly brackets. It's just a little bit more complicated, just a little bit. So first of all, I would like to say hi to my client and ask him, Do you have any interest in your favorite drink? So let's copy this part. Let's copy it. Go back to the email inserted in here. So let's break down this first one. When this variable will be replaced with the information from the database, this will be replaced with the name. It's going to look like a first-name. My first name in the profile is max. If for some reason Claudio does not find this firstName or your recipient does not want to open the firstName and it just doesn't give your first name, then this will be replaced by default variable, which is friend or anything else. Like you can say, Hey, customer, I didn't know if if it's acceptable to say it like this. So let's, let's see. Friend. Any interests in some, I'm going to delete some. And here I'm going to place your favorite drink. And when Claudio will replace this variable, is going to replace it with the custom property which is drink. So I'm going to use favorite product there. And instead of favorite product, clever is going to use drink. In my case, drinking in the case of someone else is going to be another meaning. So let's, let's preview this. You see that the first part is working. Clavicle, found my name, it replace the variable with my name and it's going to do the same thing for every other recipient. So now we will have to deal with the second part. Any interest in favorite products. So how to find the favorite products? I'm going to preview this e-mail as the client, which is me in this case. Nothing changed so far, but here at the bottom, clever shows us all the information that can be used in this MIR. So first of all has my address, my real, real address, my CG arranger and everything. Here and here at the bottom it has it indicates that it has information about favorite product which was collected when I created some popup form. So I'm going to copy this. I'm going to go back to the email and insert it right in here. In interested in Thorson favorite products. So what's going to happen is clever, is going to check personal information. Among all the information is going to peak favorite product. It's going to replace this part with the favorite product, which is in this case drink. If for some reason it doesn't find the favorite products, then we can specify some kind of default variable like for example, let's see drinks. Just because the website is about drinks. And question mark in the end. One space here, one space here, and question mark in the end. So let's click Done. Let's preview it again. And if everything's okay, then should be replaced. Hey Max, this was replaced interested in drinks, this was replaced with the, with the corresponding variable. So I don't like the space. So all I need to delete the space and save the most. So this way you can personalize emails. You can personalize not only text, you can personalize products. You can personalize one product which really wants to sell to somebody. You can even personalize these buttons here at the bottom. The socials. You can personalize shipping, shipping conditions for four different recipients of here's a great example. If your recipient has already spent like $500 and it falls into tier one category for where were you supposed to spend above $300, then you can grant free shipping. So you can say free shipping because you spent over 300 doors. Sounds like this. One to do is to delete this space. Now, my email is personalized. I can send it and everyone who gets this email will get their name here in their favorite product. This is an example of personalization. Now, depending on your ESP, you might have different different types of personalization. Probably you will not be able to use as much information as you can using clever in Mailchimp. But anyway, personalizing your emails is the key to success in email marketing. In the next part of this course, we're going to look at flows or automations and they, as they're called in some ESPs. There. We're also going to work with emails, personalizations in many more. See you in the next part. 22. What are Flows?: We're moving on from email campaigns to email flows or automations. The difference between what we were doing in part one, part two is that in part one, we were sending e-mails or at least we were preparing emails to be sent once and then move on to the next email that's called campaigns, something that you prepare probably according to your content calendar. Send it, measure the results, and go to the next one. Now flows and automation, they work a little bit different. Think of flows and automation is a series of emails which you send to get some result. And also they ascend because of some kind of trigger. Trigger can be that someone joins your e-commerce. This is a trigger. Trigger can be that someone added product to the checkout but didn't buy it. This is a trigger. Trigger can be someone has not done any actions on your website for seven days. This is a trigger. Then you send emails just to remind that there is a product in the car, for example, or you have this counter. So on. Almost every, almost every big ESP nowadays allow you to work with flows. It just, they call it differently. So for example, in color, they called it flows. In Mailchimp, they call it automations. In cent, in blue, the code workflows. But the idea is still the same. It's chain of e-mails that you send to get some results from the recipient. And obviously they all personalized and you can use all the information that you collect in these emails. Let's have a look at this flows which are offered by each of these players. So first of all, flows offered by Clavier, a very, very big and it's number. And if you try to be able to welcome flow here, which is a series of emails for somebody who just joined your website. You will find a lot of variations for welcome series. Here is a variation of mixing him. He'll send SMS. Here's a variation of welcome serious. For customers and non-customers. Obviously, you can customize or you can build your own welcome series from the very beginning. In Mailchimp. They also offer a lot of different automations. I think we're going to build one in Clavier. Probably we will build one in MailChimp here in the center and blue, they also offer you different variations. So for example, this is a series of females for abandoned cart, which is basically reminding somebody that you started at checkout but you didn't buy anything. Here is the welcome serious. And obviously you can customize it. But before we create something here in the ESP, I would recommend you, especially if you have never worked with floats or don't have enough, enough experience, I would recommend you to spend some time just building your own flows. Just one or two days would be enough. Go to, for example, diagrams or Myra, this application that allows you to build this kind of algorithms here. So I would recommend you to create one or two flows as you see them, and then try to think what you can improve on this floor. So for example, I'm going to build welcome flow. And I'm just going to build it as I see it right now. So in the beginning, I'm going to send email one. Then I would think of what it is is going to include in food. Does it include five per cent discount? Are you going to send it in the first email or not? Does it include description of products? Just take your time and think about what you're going to encode in the first email. Then think of how much time. You go into spend between first email and a second e-mail, would it be one day or would it be 30 minutes? It depends on what kind of business you have. If you're buying a car online, then of course you need a day or two to think about it. But if you buy a pet products than the time between between visiting the website and check out would be around five-minutes. Then I'm going to I'm going to send e-mail to think, what are you going to include in the email to? Would it be C o message like Hello, I'm CEO of this company and I'm glad to welcome you. Here. Company history, probably your clients would be interested in this. This is a welcome flow one. So you send an email just when someone signs up for your email through the popup, then you wait some time, then you send another email. Then you wait for longer. What would what would it be like one more day or 30 minutes? Longer or five minutes. Then email number three, E-mail number three. I would include like curves, commerce, use. So here is a typical, very simple, very easy, welcome, welcome, welcome. Serious. As they call it a Welcome out animation. You notice that different ESPs called different way, but the idea is still the same. It's a series of females. So email one, you send some information with some kind of call to action. So think about what you want from your customers. By sending this e-mail. Do you want them to buy something or subscribe to something or leave a review. This all can be different. Call to action. Then you wait for some time. Try to understand how much time it takes in your business to wait until you get some results from your client. It depends on business. Email to some kind of information. Did wait a little bit and send e-mail free. Then let, let's complicate it a little bit. Let's say that if there is no result from e-mail free, then put sale, no result, like no action from your client. Then probably you would like to send not email or SMS saying Your welcome gift is right here, that makes more sense. And then you include links to your website. So if the idea here is that you're sending e-mail after email, after email. And if it doesn't work, then probably you should send an SMS because maybe your client will be more responsive. To. Summarize, here is how I built a welcome serious. If you don't have a lot of experience with flows, try to build this, this kind of automations. Just for your own experience. You can basically write it on a sheet of paper. And when you create one or two flows, you will have more experience on this. So I think that we're going to create one flow in Clavier, one flow somewhere else. And just to see how, how are you going to build it here and there. 23. Welcome Flow: Let's begin creating a welcome flow. We're going to create this flow in classroom because we are already familiar with clever. So it will be easier for us to create this floor. And also because we have a template created here, so it's also going to help us to save some time. So let's go into flows. Create Flow. Then we're going to find the one which is most relevant to what we're looking for. We're going to create a welcome flow which is kind of repeats what we have created in the previous video. This will be a quite, quite simple flow of several e-mails and probably one SMS, which I welcome flow. Claudia offers many welcome flows, might have variations of welcome flows from which we need only one standard welcome flow. Or serious as they call it, here is kind of preview of what we're going to do. What it's going to look like in the end. Here, a couple of options we can change. First one is the name tags. We're not going to use any texts for now. This one is called triggers. A trigger is something that starts your flow. So as soon as I, as a customer of this shopify, dash some trigger or perform some action which qualifies as trigger, then Clavier will start sending me these emails. So in our case, trigger would be the situation when my e-mail lands in one of the lists in climate. So list is a collection of females who you belong to customers. So as soon as my email is added in one of the list called newsletter, then Calabi-Yau starts sending me these emails. So this is the website. Here's a little, little extra step that I done. This is a popup form which pops up immediately as someone visits the website for the first time when you type your email here. And when you click Continue, this email goes into newsletter list of profiles. And this is signal to Colombia to start this email serious with me as recipients. So as soon as I submit this form this morning, my email goes into newsletter list and Clairvaux start sending these emails. Let's create this flow. So this is how flow builder looks single area. It looks mostly the same to other ESPs. But we're going to begin with the clever. So first of all, we have a trigger. Here on the right, we have a trigger and we can redefine the trigger, but we're not going to do that. So for now, trigger, which is starting common for this flow, is that my e-mail is in the list newsletter. And these happens when I submit this form. That's okay. You can also add some more filters, but we're not doing it. We're doing it right now. Even though you have a lot of other options here. As soon as someone subscribes, do we want to send them e-mail immediately or do we want to wait for some time? So if we if we want to wait for some time, then we should insert time delay in here between the trigger and the first email. And let's say we wait 30 minutes. Again, it depends on your business. If you sell pet products, then probably the time would be very short because I know, I know for sure that it takes around 40 seconds visitors of pet stores to decide if they want to buy something or not. You will not even have time to send emails. If you buy something big, like a kitchen, well then you need a couple of days to think about it. It's up to you what time to use and if, if you want to use it or not. So I'm going to delete this. Which means that as soon as someone subscribed, they will get the e-mail immediately. Right now, the first TMAO, don't pay attention to the other steps and just let them not confuse you. Pay attention to the first team and also the first e-mail that is going to be sent is going to look like this. And this is not what we want. We're going to customize it. So let's aged this email by clicking here or here on the left. It's going to take us to this editor. Sender name. I think it was tasty company or drinks company, doesn't matter. Change your email. Subject line. Thanks for signing up. Hello from drinks. Company. Preview text is what your recipients is going to see before, before they open the email. Let's say ten per cent discount is in sight. Save changes. I typed 10% discount inside because I typed it in the welcome form. But this is actually debatable if you want to give discounts to everyone everywhere, especially when they when they just only subscribed. So it depends on your business if you want to give this cancer right away or if you want to wait for a couple of days and only after that, send some discounts. Just because I typed in per cent off right here, I'm going to repeat it here on the first email, but it doesn't mean that you have to do this. We're going to edit content aged the e-mail itself. I would like to change template, changed template, and choose the one that we have created. So I'll go into templates. My template, healthy drinks in my L1. This is the email that we have created before. So let's save time and use this one. Here on the top-left. Clever tells us where we are right now. Right now we are in welcome serious email one. We can switch to next email, next email and so on. But we don't have it yet. I'm not going to change a lot of things here because you're going to change all of these elements depending on your business. But I'm just going to say Welcome family. I'm going to change this part. Saying your first during these, I'm going to change into four pillar this month. Now I'm going to replace them. I'm going to drag this one up right here. So they have someone opens the email and the first thing they do is they see that they can buy this drink right away. Background changed. Let's change the background color. Copm. There we go. So this would be the first email. I'm going to say Welcome to the family. I'm going to change this text a little bit. Coupons every week. Stay tuned. I think it's not the best coffee in the world, but let's say it's enough for educational purposes. So this is what the first email is going to look like. When someone subscribes to the emails, they're going to open it, they're going to sit in an image. We can replace the image, but I don't want to waste time on this. They open the email. It says, Welcome to the family. You get free shipping coupon every week. Stay tuned. This is the drink that we offer you to buy right now, just after you subscribe in the popup, which says that you get 10% off, right? So let's do it this way. Instead of stay tuned, Let's say this week. Cool. Then you type some kind of coupon debt that you have. I don't have any coupon yield, but if I had one, I would type it right here. So anyone who see this, copy it, use it on the website and get the discount. Coupon. This week. 10% coupon, ten per cent coupon. So now everything is right. We promised a coupon here. We give coupon here, and we offer something to buy right now. Save and exit. Now, we're going back into the flow. This is welcome, serious email one. If I click down, we will go back to the, to the overview of the flow. So once again, the logic someone subscribes here, clicks the button, Submit, the email goes into newsletter list. As soon as the e-mail lens in the newsletter list, Calabi-Yau starts sending VC miles. This is what the email number one looks. Welcome to the family. Here is your coupon. This is what we offer you to buy all. So these here are a couple of buttons. Email number one. Now what we're going to do next, we're going to wait. Let's say one day. We're going to copy this. We're not going to go into email amber to edit it again, do all this, Jeff, we're going to save time, so we're going to Columbus he mile. There it is. Copy. Now I'm going to drag it down to the next day. I'm going to delete the old one. And I'm going to rename this one. And urine name is here, called email too. It's important because at some point you will have too many e-mails and you will mess up with the emails. So always pay attention to the name of the e-mail. Let's get rid of copy off. Welcome serious email to you. Read it and you know the position of this email immediately. Now if we open it, I mean, if he did this, we can again change the subject. So let's go and type. Your ten per cent. Discount. Scale works. Coupon and save changes. Now we're going to edit the content a little bit. Now, once again, I'm not going to work with the image because you will change the image according to your needs. I'm just going to touch those things that are important. The idea of this MIL is to encourage someone to use the coupon. So let's say use the coupon. Hey, firstName, your discount. Steel. Here this is still use it today. For this e-mail. I will just change this product just because we sent this one in the previous e-mail. So let's go with the new product. And if I had more products than, more than four, more than four products, and I would change this one as well. So this is the male number two in the welcome series, which were sent on the next day, says, use your coupon, you still have it. Save and exit. Done. The same way we're going to work with. The next thing. We're going to wait one more day. Or if we want to send two emails in one day, then I would say, wait six hours. So there is one, One day between the first second thing, male and female ascend much faster after the second one. Again, we're going to copy this email. Place it here, delete the original one. Aged email number three. Now it's free. It's very important to keep this names of the emails clean. And now we're going to edit it. We're going to say you are losing your discount. Are you still interests your 10% off? And let's do a trick. Here. I want to use a name right here in the subject line. So I'm going to, I'm going to save it in the content. I'm going to copy this variable. This is the variable which Clavier replaces with the real name. So I'm going back into the subject line and I'm going to say, I'm going to use it here. So firstName, or if the firstName is not found, we're going to say deer comma space. So it's either marks, are you still interested in year 10% off? If the name is not found, It's deer. Are you still interested in your ten per cent of clever is going to replace this part with the name so you can use variables. Subject line in the pre header, which is preview texts, to now go into content. Change the image to your image, not going to change it. Let's say going, going almost gone. Hey, firstName. Your, your ten per cent. Might, your 10% might disappear. Soon. Don't wait. Use the coupon code. Now. Apply the coupon code now. And let's say your ten per cent off coupon. Coupon. And I would just leave these parts just like that. You can know how to change it so you can change it. So the idea of the emails just to remind you that you have to ten per cent off, you can use it on the website. Now, going back to the, to the overview of the series, trigger. Email number one. Welcome to the family or coupon code. Then we wait for one day. Then we send email number two, which says, use the coupon, you still have it. Then we wait six hours. So third e-mail we send the same day as the second one. We send 30 mile which says you are losing your coupon. Come on, use it. You're losing it. And then let's add an SMS message. Right here. Configure content. Let's say. Let's go back. One step back. I want to use the name again. Just going to copy it from the e-mail. This line, copy it. Homework. Right now, there is no time delay between the male and estimate. So let's fix this. Let's put a time delay of one day. And let's kinda figure content for SMS. So let's say, Hi, name. Your coupon. Coupon for the drink. Is wait for you. Apply the apply the coupon. Then comes the coupon. We're going to send this e-mail, this SMS. Obviously max Maslow will be replaced with the name of your company is just Claudio. Thinks that the name of my company is max Maslow. So it will be replaced with healthy drinks. High wax, your coupon for their drinks is waiting for you apply a coupon. I would like to use link here instead of text coupon because chances that people will not want. So copy the, copy this code and you need to use link here, but this will also work. So this is how you build very simple. Welcome, serious. It's very simple, very easy. Once again, someone subscribes here, click the button, Submit, this email goes into newsletter list. As soon as it's their Calabi-Yau starts sending these series of females email one email to all the next day. Email free. After six hours. He Mayo. There is no more emails the next day we send an SMS. This is a welcome series and that's how you build it in Clavier. I think that next we will try to build in other flaw in other serious, but in MailChimp or incentive in blue, just to see how it's done there. See you in the next video. 24. Abandoned Flow: Okay, so we have successfully created the welcome series. Now I suggest us to create one more flow. This is going to be abandoned cart flow, and we're going to create it in classroom. And after that we're going to create it in Mailchimp. I have already synchronized my Mailchimp and my Shopify. So Mailchimp now has the same information from my Shopify. Claudio has, and we can use it in the abandoned cart flow. Let's first we're going to begin with the flow in the clever because we already have experienced here. So it will be easier. There will be a couple of obstacles here. I will show you how to, how to work around those couple of problematic steps. So first of all, let's create a flow. Now we have an option to create from scratch, which has do anything you want with your floor. But since club you're already has something something to offer them, let's just choose from what gladly offer. So if you type abandoned, then we see there is an abandoned cart reminder which is standard and there are some variations for abandoned cart flow. We're just going to start with the original one. This is abandoned cart reminder. And it says that we have everything ready to start this to start this flow checkout, started data is thinking too, Claudia, which means that whenever someone starts checkout in the Shopify clearly knows about it. And this is the moment when globule can start sending these emails. Create a flow. This flow will be very simple, consists of two emails. Once you get the idea, you can expand it to many more emails to add SMS and so on. So the most important thing for you right now is to get the idea of how it works. So it all begins with trigger. Now, trigger in this flow would be checkout started, which means that someone starts checkout. I go to the website, I pick a product I added to my cart. I can start checkout. So as soon as I click this button, this will be a signal to Clavier that someone starts checkout. Claudia knows that I am that someone because I have cookies here in my browser. Cookies from Calabria, which connects to Shopify. That's how they know about each other. So as soon as I click this button, this button starts, your cout is going to take me to checkout page. Let's go there. And this is the moment when Calabi-Yau starts sending these emails from the abandoned flow. So you can see there are 77 products in my in my cart. So if I start filling in this information, go to shipping and then go to payment, this would be checkout process. If I fall out from this process at some point, Claudio will be will start sending me the email. So let's check the trigger. If you go into flow filters, you can add more filters to be, to be more specific about when exactly to start this flow. Right now once someone starts at checkout and have placed orders since starting of this flow, these e-mails are going to be sent. And when someone started check out 0 times since starting this flow, this is the cmos will be sent. So let's leave it like that. So by default, when someone started check out, waiting for four hours, then start reminding about products in your cart. You can change it by placing these numbers here. So let's look at the first email. This will be first problem, but I will show you how to work around this problem. Then we wait for some time. Then we send another email. So it's just a basic, very simple flow. So let's focus on email number one. Let's preview this. So far this is what it looks like. We're going to change everything here. If I click Edit, going to take us into editing this email. I'm going into edit content. And immediately you see that there is a difference between this editor and the editor that we used when we were creating campaigns. So this is called old editor, the classic editor. It lacks a couple of features. First of all, if I try to use saved blocks, if you remember, we saved some blocks in the part one when we were creating complaints. And you don't see this saved blocks in here. These are the blocks saved from some other complaints. Which means that blocks that you saved the new editor are invisible in the classic editor, so you have to redo everything again. This is problem number one. So we will have to work out on this email just like we did the first time with the complaints. Now, problem number two that we're going to work out here is that there is no fonts that we would like to use here. If you remember the website. The website has this specific font. And we will have to work around how to use this font in the classic editor because by default you cannot use it here. If I tried to, if I tried to change this font of this textbook, for example, he just won't let me because this fancy font is not in here and there is no way to edit in here. So anyway, that's not a big problem. Let's go step-by-step first, let's change the image. Changed the logo. Logo image, going to delete. Shock. Now this is actually a link, so I, I really don't need it in there. Actually. Let's replace hold his block. Let's go and let's go two blocks. This is actually not an image block, this is Heather and link bar block. So I wanted to replace it, just replace it with one image. Now, I don t think that we need this line, which is called horizontal row. Row. Going to leave it like that. I'm going to leave this copy just like that because let's not waste time on this. Let's work out with the button. Looks style. Let's identify the color of this button. Again. I should have wrote it down somewhere, but it's easier to identify it again, them to search for it. So this was the color. Copy it and go back. Change the color of the button. Non-unique Shadow. They'll need border-radius. For now. Let's leave it like that. And if, if you feel like you need to add some design touches them please do. And I just will not spend a lot of time for doing that because it's up to your taste. Let's instead focus on this block. This is called dynamic, dynamic block or dynamic table. This is where Claudia puts corresponding information. So what I'm going to receive this e-mail, this image will be replaced with the image of the product from my cart. This item product title will be replaced with the title of the of the product. There isn't my car that is corresponding with this image. Total price in all the other information will be replaced here. So this is the same idea that we use when we try to personalize campaigns. When we were inserting the name of the client, like Hey, firstName or some kind of default, meaning that you have this kind of discount. So this has the same idea. There's variable is just this variable is a very specific one, has this long name. So first, Claudio searches in items. Then it searches for inside Products and then it searches for a specific title of a specific product which belongs to me. Because I have this specific cookie in my browser and clever knows about this, how it identifies who gets what kind of products. So if we're going to preview this, this e-mail right now, you can preview it before sending it. You can click here on the preview. In the left menu. This is a two options to preview it. First, you can send it to your email or to any other email. The oldest information will be replaced and personalized. And second of all, you can show it directly here on glider is going to open it in the new tab. But most important part is here in this window, shows you what kind of information it has collected by now about this event. So we're working with event which is called checkout. And this event has some specific information. First of all, is the name of the product. It has price of the product, it has currency related to this product. Millions of referring links. Some specific key for this product. Some variant title. Remember, products can have different variance. Will this specific one, I don't have any variance. It has this variant ID, it has this price for this variant. Vendor is the name of my shops. So Claudio has collected a lot of information about this specific event. Now, again, event is the checkout for working with the checkout event. Value is the total sum of your cartilage. Technically, we can use a every line from this window and insert it in the e-mail and use it there. So for example, if I click here, if I copy of this variable, and if I insert it in here, if I do everything right, then this would be something like this is your total grace. So if I save it, if I preview this e-mail right now, then this variable, this variable will be replaced with the total value of the card. Let's go to Preview. Yes. And one more thing about this window is that you can switch between between clients. So if I had clients more than one person, more than me, myself as a client, then you could switch between between clients, see what kind of products they have in their carts. But right now there's only me. So let's preview it. Here is what happened. These parts who are static and nothing changed here but here in the middle, whoever looks into my cart and it knows that there is this product with this image in my cart. And this is a total price of my cart. See, this variable was replaced. This is how you can use this variables to use in this emails. So I don't think that I am going to use this line, but you should know that you can use it safe. Now, there is one thing I don't like is I would like to work with the style a little bit. So let's change the color again. The color of the links. See they are, they can stand out. If I go here. If I choose this block, if I choose styles, text, link, color, save it. Now, there is one more thing that's left to do. Let's preview it again. Yes, it looks a little better. Now there's one thing left to do. I would like to change the font in this email to make it in the same style, which is the website. But as I said, there is no way to do this in classic editor. We are in class schedule right now. But there is a workaround for this. And there is this article by Clay video on how to use custom fonts in your e-mail templates. What we're going to do is we're going to use Google Fonts in our templates. I'm not going to repeat all this article. I'm just telling you what to do right now. All you have to do is to go into Google Fonts, find the one that you would like to use. In our case, it's called anonymous Pro. This is the form that is used here. This is anonymous Pro font. I found it on Google. All we have to do now is we need to insert this kind of style in your email. So once again, that's a situation where you have to work with the code a little bit. Here is the important thing to do. This is the link to the font, to Google font that you are going to be using. These are the elements that would be affected by this font. Then this is the name of the font family. This font is the so-called web safe font in case if something goes wrong with this font and this link doesn't work, then device is going to pick next, next in line, which is a real and all stages sans serif. So I'm going to copy this. I created this link based on this, based on this two to two, based on this tutorial is it kind of explains you in details what to do. So I copy that. I replaced all the fonts with these names and links. I go back into the classroom and I'm going to apply. I'm going to add another text block. I'm going to delete everything. But I will go into the source. I will go and insert this link. This, this is not exactly a link. It's a style style sheet style rule from the CSS to save it. And now the e-mail takes this CSS rules and changes font everywhere. So this phone that we have just explicitly ask them to use. So you see font is everywhere changed. Even after that, there is a chance that some elements would not be affected, like this button, for example. But there is no way to change this font. Unfortunately now. And also there is a big chance that your recipient's device or browser will not support this fonts. So you will have to find the one which kind of resembles this. Let's do it. Let's go into button book style, and let's choose the font, which is at least visually compares to this one. I think it's courier. It's kind of the same. Let's save it. Here. Korea as well. Save kind of looks the same to me. So now we're going to preview this email. Is these clients the only client that we have, but you will have many more clients, So you will switch between them by clicking these buttons here. Preview. And this is how this e-mail is going to look to the client. If you're okay with it, leave it like this. If I would have many more products, then the product would be one under another lake, like a table. This is going down. So close this preview. Save this content. Done. The rest is easy. I would like to just copy this e-mail. I'm going to create it again. Obviously, I'm just going to copy it, move it down, delete the old one. Don't forget to change the name because you will, you will get confused at some point when you have too many emails. This is basically it, abandoned, cart is done. Now the only thing here is that we need to make each email life. If someone goes to the store right now, has a new client can start checkout four hours later. They will get this email. In this preview, it's empty because it's a preview without dynamic data. But if someone will get this email will be filled with the right information. And then 20 hours later they will get next email, which are basically the same. So you can go in there and change something. Like for example, how was your day? And change this text and this, this will stay the same. So this is the idea of abandoned cart float. Someone abandons the carton. Calabi-yau starts sending the emails there. Now let's try to recreate this flow in the Mailchimp. Because at some point you will have to switch between ESPs and the situation might be different. You might join a company which doesn't use query or for some reason they use MailChimp or they use send them blue or something else. And you should be prepared to a new system. So you don't have to spend a lot of time working in every system is just good idea to know how they work. I prepare the couple of steps. They are in Mailchimp. I have connected Mailchimp to my Shopify. So at least we should be, we should be able to see products from my Shopify in the clever, I'm sorry, in the Mailchimp. In the next video, Let's go into Mailchimp and create the same affirmation there. 25. Flows in Mailchimp and Sendinblue: So far we have built a couple of flows. So let's have a quick overview of how you build flows in other ESPs. I don't think that I will go into details while building flows in other ESPs, I will just show you a quick overview. Mostly because the steps that you will have to take the almost the same. So for example, here in MailChimp, on the left menu go to automations. Mulching call this flows automations, but it's exactly the same thing. And then they call journeys. Go into automations. My journeys or pre-built journeys. Pre-built journeys is what Claudia course. Pre-built flows. So here we have different options. One of them is recovered abandoned carts, which is abandoned cart. I'm pretty sure there must be a way to work around this thing on one of the paid plans, for example, But I'm not sure that I know how to do that right now. I mean, these limitations that you have because it says that this journey was sent to follow up emails free days or six days after cart abandonment. So if I want to send five emails after 30 minutes, when someone started check out, then I cannot do this in this floor right now. I think I will have to change the plan or something like this to upgrade somehow. This is what the flow is going to look like by default. So let's build this journey says we're set up and ready to go. So go continue. This is the flows builder. This is how it looks. It looks very familiar to many other builders. Out there. Another ESP. So this is like a prelim for your flow. So it begins with selecting a store. Now I have collect connected my store over here. Starting point. Now, if I go into next step, it would be create an e-mail. I would choose the Select Template. I will choose the most simple one. I'm Brandon card. Even though editor looks a little bit different. The menu is on the right. Everything else is just mostly the same as in every other editor. Let's try to make this e-mail low gouache, look like in the male in our style. So first for replacing the image with the logo. I'm going to replace the fonts here in this text block so that everything change. Font. As we have established, courier is the courier is the most, is the closest to that original font that we had on the website. In the products block. I'm also going to change the style. I'm going to change the loop over the button. The color of the original button was dark blue. I think it was this one. Rounded corners. Now we don't need it. Background, color. Background, color, styles, font, Let's change font. Let's leave it like this. Mostly it looks like the one of those e-mails that we had created before. You see this dynamic elements here. The image will be replaced with the mature, the product title, product price. These variables will be replaced with the corresponding corresponding values which Mailchimp takes from my Shopify. In here, they don't use curly brackets, they use this Asterix and this sign. But the idea is the same with these variables will be replaced with some values. This is how you make an email in Mailchimp. See these are the products from from my cart. If I choose another client, seems like there is no another client. Well, somehow managed to pull on one client from the from the Shopify. But if you work in this system every day, then you will know how to pull all the information in the correct way. So anyway, it's the same idea is you still need to be a little more time on working on details here. So let's go into the next one. Next one is called send in blue. Let's go into the board. So as you can see, I have also connected it to my Shopify. By default, it doesn't have this menu option, e-commerce, but when you connect it to your e-commerce than it needs to start showing you E-commerce. One thing here, I'm not sure that they pulled all the information correctly. The fact that 0 is everywhere, it's not a problem because I don't have real sales there. I can see that send in blue was able to pull information about John Tampa. He teaches a test client and he has one product in his cart. This is correct. But when I go into products, it seems like send them blue, doesn't see products that I have in my Shopify. Be ready to these minor mistakes here and there. So you will have to contact the support and ask them why I don't see products from my Shopify and so on. And also they claim that many features here are bad, so we already do this. So anyway, from their board, you can also create your templates, your e-mails, see your statistics and everything. But we interested in automations. They call it workflows. So let's create a workflow. The first thing which they offer is abandoned cart. They also have welcome, serious. Some kind of marketing activity. Anniversary date is when you collect your clients birthday and then the system checks every day is it is a day of the birthday for somebody. If they send an email with like five per cent discount, for example, we interested in abandoned cart. So you see it's the same idea they offer you to create a series of some kinds of messages one after another. So let's create it. Before we start building, they ask us about some preparing steps. So step number one would be to identify the event which happens before you start sending this e-mail. It's now if you remember, when we were working in Clavier, we worked with event which was, which was called checkout. So here is the same thing. When cart is updated in the Shopify, shopify sends a signal, sends a comment or signal which is called card updated with, which means someone's added the product or deleted the product from the cards. This information sent from Shopify to here. This is the event that we're going to work with. Set the number of the number of hours. You wait four minutes. Selecting the melting plate, you can create a new template or I'm just going to use this one. Plus many more options here. Next step, exit this work, this workflow when something happens. So when order complete, which means that someone edit product, then start at checkout and then ordered order was completed, which means that someone paid for the products. So this is the moment when we stop this series of females. Also exit this workflow one card deleted. So we've got deleted. There is no point to keep sending this email. So exited one card was deleted. Again, this is information on which Shopify sense to send in blue. That's how they know about each other and that's how they know what's happening there and here. Restart this workflow when Kurt was updated. So if I get back to my cart, edit something, then this is the moment when I will start receiving emails about my cart. So this is the builder. This is the builder. You can change the starting point. But I'm not changing it right now. So then the idea is the same. We just add new steps. Send an email, send an SMS, and so on, and just go on building your sequence. So for example, here is how it goes. First, card is updated, then it waits for two hours. Let's see, wait for 30 minutes. Then you send an email. We can change this e-mail template right now. The idea here is the same as going to use some variables, replacing it with the information that send them blue got from Shopify. Here is the same. It looks almost almost the same as it was in Clavier. It looks into items list, it finds the name, it places the right name for the writer, item for the right person in the e-mail. That's how you got your email. So if I go into there editing this e-mail will see almost the same e-mail editor as it was in use, is it wasn't clever. You can also pull in some books over here. You can change this information. And if I want to change the view of this button, for example, I don't need borders, background color. This one. I don't need the radius. That's mostly it. I'm not sure I know how to change the font right now. But let's try it, at least here. Now we need to select everything Courier New Year. That's how you change the font to make, to make the email hook in the same style with your website. Replace the image so you get the idea. This is how you create email here, which is part of this sequence. Here you create in MailChimp. This is how you create an e-mail. And this becomes the part of your journey as they call it. In clever, you know what to do. So, as you can see, there are many familiar steps from one ESP to another ESP. So try to create a flow in one ESP and tried to recreate it in another ESP just to get some more experience. 26. Create Images in Canva: So in one of the previous videos, we notice that when we created an e-mail with special beautiful font, because we tried to keep email and the web site in one style. We use the same font in the e-mail. And it was not preserved when when we send the email to Gmail. So some versions of Gmail might distort the font and actually use another font instead of the one that you want. One possible work-around for this, for this problem would be to replace this text paragraph with an image. So for example, this is a good example. This is a text paragraph in the e-mail editor. It looks like this. And it loses its font when it's in the inbox, some, in some cases. So what I would suggest, I would suggest to turn this paragraph into an image and insert it in the e-mail instead of text. So there will be images instead of text and the image will be displayed in the same way in every client. One of possible ways to create such an image would be to use Kelvin. I'm going to create two images and Canva just show you that way is one of the most suitable tools for creating images that you should use when you work with e-mails. First of all, I would like to create a poster. Just to show you how quick it is to create posters. In Canada. Suicidal go into my uploads. I choose an image. This one is the image from the website. Going to upload it. I will also go and upload my logo. Now I have two images. Now I'm going to create one poster. So drag it over here. Work with the size. Place it right here in the middle. I would like to send it to the background. Here, upload this one, drag it up. Just decrease the size. Moving to the middle. Now I would like to put here a couple of words. So I click Text. I going to type something like three, fresh your discount. Because one of the email because the e-mail that we were sending belonged to the welcome, welcome serious and welcome series that we create. There was all about giving some five or 10%. I'm going to keep this idea in the poster as well. Place it right here. One thing I would like to do is to change the font. So let's select all and type. Ne. Most pro Canva by default have this font that is used here. This is called anonymous Pro. So you don't need to install any phones anyway. It's just there. By default. There you go. So this looks like a poster to me. Lids. Download this. By default, it's suggest us to export it as PNG. You can change the size if your premium. So let's go download. Now I'm going back into my class. You're in if I want to replace this poster. So now all I have to do is to choose an image. I replace it. I'm going to upload a new image that I have. There you go. I'm not sure that the background color matches, but you got the idea how to do that. So now I would like to replace this. Text block with an image. So let's go to Canada. Let's go create another page. Let's see what we have there. Let's copy this text called pay him back to Canva. Insert the text, kind of place it in the middle. So this goes with the very big font in one line. And this goes into one line. That, okay, Now let's change the font. Alright. So there you go. There is an image. We're going to download it. And this time it downloads in zip, one of the images in this one. So we're going to place this image in the email. What we're gonna do is we're going to insert an image block, browse and image upload. Now, one thing we need to do is we need to resize it or even crop it. So crop. During go. Let's leave some padding there at the bottom. So approximately like this. Apply save. And there you go. Now we can delete these block. Let's save it before. Let's say best seller. Save the blog just in case if we need it later. Now I'm safe to delete it. There we go. Now, when we send this e-mail, this image will stay as an image with this font. And it's going to look the same and Gmail and Outlook in everywhere. So this is how you work with Canva and just blink of an eye, you created a poster, you replaced an image. And you don't need Photoshop, you don't need big image editing applications. Just everything is on the way. 27. Create Images in Figma: So Canada was one way to create images for your emails. And we just successfully created a couple of images. So now I would like to move on to next image editing application, which is also online. It's called Figma. And Figma is a little bit different to Canva, different in its workflows. Think of Canva is a tool that lets you create an image, is 123 and you have an image thanks to templates and presets as you saw in the previous video. But Figma is more like a table which you share with your designer, with your marketing team and everyone else in your team. You share assets for your business here. And this is where you create your assets, and this is where you take your assets from to use in your website, in your fliers, in your e-mails, video, or any other media messages that you're going to use. So this is one example provided by Figma. This is kind of a series of emails which some kind of company created for sending to its clients. So let's go from, from top to bottom. Here you have many with some limited tools. Here in the middle you have this table with the assets. If we look closely, we will go from left to right. This was an e-mail which was created by this company in 2021 supposedly, and then they upgraded it. So this e-mail, insofar as 122, usually you will have some kind of easy readable name. So this one is a draft, which is like a draft for everything else. In here to the right, you can see images that supposed to be used in this template. And here is the colors that the designer would use in creating these assets because they somehow match with the color palette of the website, for example. Or, or maybe your company's brand book says. So. Let's try to recreate at least some parts from this e-mail, not going to go for every detail here. I'm just going to show you how to export and how to use these bits of images. So the idea here is that unlike Canva, these, this workflow is connected to CSS as well. So you can work on CSS2. So for example, right here on the right, you can see that there is a number of the background. So you can copy this and use it in your e-mail editor, for example, or in Photoshop if you work there. So if I click on one of these components, I might also, I might also ADD dose. So this is called hero image. This, this is made of this text. This text is mask. This mask. Altogether they make this image. So right now I can export this image and use it in the emails. Or I can export it like this, this part, this part, this part and so on. But I just need this one. So I'm going to choose it here on the right. I have all the information about this image. And one thing, and this part I like, I like most of all, it gives you the colors that are used in this image. It doesn't have any effects. So what I need to do is to export this image. You can enlarge it or you can make it smaller while exporting. So if I export it right now, it's going to be 600 pixels wide. Let's take it like this as PNG export. Now I have this hero image. I would also need these logo from top. I'm also going to export this a little bit later I'm going to use to this image is in the e-mail. And one more thing I'm going to be, I'm going to do is I'm going to export this button. Because it's hard to create these kind of button in the e-mail editor. It won't let you to create this graduation. From left to right, I see there is a gradient and color, so I'm going to export it. Export button as well as PNG. And that's it. I'm going to stop here. I'm not going to recreate all the other details here because once you get the idea, you can do it yourself. So once again, let's go into the e-mail editor. This time let's use and then blue. Just for a change. Let's go into templates. Now by the way, they called emails campaigns instead of just emails. So let's go into templates. Let's create a template template name. So since we are creating an email for client, let's stick with the name that goes in here. Let's say in the subject line. I'm going to copy this and I'm going to use it here on the subject line. You have been invited to preview text. Preview text is a pre header is what it's what, it's what your recipient is going to see before they open an e-mail. Let's say invitation inside my company name. Next step. Now I'm going to go with this default in plate. It doesn't matter that it has some some blocks there. You can delete them. I'm not going to touch the bottom part, I'm just going to show you how to work with the top part. So first comes the logo. So let's replace this logo. This is the logo. Now. Then comes the big image. So what I'm going to do, I'm going to delete this block. And I'm going to insert the beak image right in here. This one. Big hit, Insert. Now, I don't like this big part in here. I would like to make it more blog settings. There's Basing, change anything. Spacing, dope, the open. But let's go with 0, almost like this. And then we have some kind of paragraph under the image. So I don't need this block. I'm going to delete it. There comes some kind of text over here. I don't like this big big top spacing, so let's go and delete it. And then comes the button right here. So I'm going to delete this block. And instead of this, I'm going to put an image there. Upload button. Insert the Ingo. So at least structure and everything looks like the original design. There will be more texts here obviously, but when you, when you will be sending in, but it's how this, how you preserve the structure. So we have exported everything, we inserted everything in the right way. If we switch to my bile, that's how it looks. Who can hide it on my bio. But I'm not going to do that. Switch back. So this is how you recreate an email based on designing your Figma. So Figma and Canada, a little bit different. Figma is for sharing assets and designs with your team and then working on it and exporting it. You can export these buttons social to social media and use it at the bottom of your email for their logo and everything. Canva is for creating images very fast. Things to pre-built templates and Figma is for detailed designs which you create with your team, share it with your team and just to make sure that everything that is made by your team and stays in the same style. That's how you work with Figma. 28. Lists and Segments: So in this part, let's talk about lists in segments. The first and the most important thing that you as beginner, if you're a beginner, should understand, is the difference between lists and segments. So list is the number of clients or subscribers that you have. And the sigma and is a part of that list. You create some kind of parameter, and according to the parameter, you export part of that list, which is called segments. So let's have a look at how listen segments created and managed in different ESPs. And first let's look at this, this Google Sheets. So I created 100 clients here. These are just ones that we're going to import into the ESP and then create a segment based on this list. So first of all, at least is the number of the clients that you have. You can have as many segments as you want based on one list or created from one list. Let's go from left to right. First of all, we have a name, firstname, then comes email, telecoms, favorite product and revenue. So favorite product is, if you remember, we're still working with this P store which sells this healthy drinks. And we're trying to identify whose favorite products is fruits or drinks. At some point, we ask our client for this information and if the client wants, they give us this information. We keep this information in the ESP and then we can use it for sending this or that kind of information to the client. The same thing with the revenue. Only. This bit of information is calculated automatically after they, after they play some orders. So anyway, we can do more. The more information about client you have, the more chances to manipulate this information. You have to send more bits of communication to your clients. So let's create a segment based on this list. So if my task is to create a segment while working in Google Sheets, I would do this, I would, I would choose this column. I will go to Data Filter. I will choose only drinks as favorite product. This is how many, how many clients will have. Whose favorite products with drinks. So we can create a segment based on this information. I'm going to delete this filter. Now. If I'm going to create a segment based on this information on the revenue, which is the revenue of the clients. So which means that over the whole time after registration up to today, these clients spend 8969. But I can create another segment, go to data, create a filter. And here it's a little bit different here I'm going to filter by condition, let's say greater than. So. I'm going to create a segment of clients who spend more than $90 so far or any other currency created. So this is the number of clients from the list, from the main list. And all of them spend more than 90 doors. It means that I can use this information. I can send all of them an email saying spend $10 more on your next order and you will go into tier one. Our clients who spent more than $100, which means that you will have forever free shipping. This is one of the examples. Now I'm going to delete this filter. And the same thing can be done here. If I create a segment with clients whose favorite product is drinks, I can send them email saying this week we have five per cent discount on all drinks. And since it's your favorite product, we're giving you this discount so you can use it during this week. The same thing with Freud's. Now let's go to ESP, tried to import this list and then try to create Sigmund from this list inside the space of first of all, I'm going to download this list as CSV. And their clients. Now I'm going into, well, let's see. I'm going to create a list. By far we have some lists and Sigmas here. Most of them were created by Claudio just as an example, so that I could use them. If I unfold this is definition of, of this segment, then you can see how this segment was created by client. So just like I was working with this information here, in the same manner, Claudia works with the information we have. Clap your hands. For example, if coagulant knows that someone has placed order at least once over all time and Play Store or Play Store the 0 times in the last six months and so on and so on. They're going to put this person, this person into this segment. So this is approximately what we go into do. So we're going to create a list. We're going to create a list. Let's name it 100 clients. Now I'm going to upload my contacts. I'm going to choose the one. And the next step is Claudio asking me about the name of these columns just to make sure that the right information goes into the right column. So we have column name, which is name, and in Clavier it goes into firstName. So whenever we use the firstname variable in the email is going to be replaced with this information. And this is an example from the CSV file email. Let's check it. Yes. Is this e-mail favorite product goes into favorite products and revenue doesn't match to anything that is in Clavius. Let's created and let's call it revenue. Create auction revenue. So now everything from the column revenue will go into column revenue. Inside. And one more fingers we're going to click subscribe to email marketing. Basically, Claudia wants to know if we importing our clients. It's not just some kind of females that I found on the Internet, but we're working with clients who gave consent to receive emails or messages from us. So import, Start Import. It's a pretty big list, 100 entries. So it's going to take some time. So now if we go into profiles, you will see that we have created many, many profiles here. If I go into any of them, I will see that, well, first of all, there is no information here because we just created them. So Claudia doesn't know what this client has been doing in the Shopify. By what important for us is that it has created custom properties, which is favorite product drinks, and we can use it later, the revenue. So we can use this bit of information later as well. Okay. Now, let's go back. See we have this list over here. There is no, any definitions here because it's in the list. So now let's create a segment. Let's create a segment where favorite products would be drinks. So we will, we will create a definition which is just a condition for adding some clients in here. Some properties about someone is exactly what we need. So dimension, favorite product. Remember this is what we created here in this column. And then import it equals drinks. That text creates segment. So anyone from that list who have favorite product as drinks will, will be moved to a special segment that we call drinks. There you go, 45 subscribers. Let's go back to List and supplements. There you go. We have a supplement which is called drinks. And if we open the definition, then it has this definition which is. Everyone whose favorite product is drinks, heroes, what we can do now with this cinnamon for let's go into complaints. Let's create a campaign in whale campaign. Let's rename it to drinks and the date. And now we can choose a sigma1 to send it to. So I'm going to choose drinks. Don't send it to fruits. I don't have sigma1 called fruits, but if we had it, then I would send it only to the drinks. Continue. And I would say something like drinks of the week. And you will get ten per cent of the dream. So anyone who chooses drinks, they will get this e-mail. Then inside the e-mail you're going to place a ten per cent, 10% discount. So here's an example of how you can, how you can use freshly created sigma. Now let's do, let's do the same thing in sending blue. And you will see that it is mostly the same but with some differences. So from Clavius switch to send in blue. Let's go into contacts. Here at the top of top menu. Here you also have, you have some options to create lists, to create segments, to work with forms and so on. So we need to create a list. Let's go and create, create a list. I'm going to give it the same name, 100 clients, clients because we know that they have some revenue. So it means that they have placed these many orders. So they are clients, I don't say their subscribers because subscribers might be clients are not. So create an empty list. And now I am going to import contacts. I can copy information just like that. But since XML file, I'm going to use the file again, 100 crimes. There you go. This is just a preview. So far, sending glue doesn't know what information corresponds to what column. So this, we will do it in the next step. Confirm file. Next step is called mapping, where we tell ESP what information falls into, what category name falls into. Firstname. Email falls into email. Favorite product falls into product. I have already created some time ago. But if you don't have what, you just go here and add a new category as text and say, Ron looked, it, it already exists. So I'm going to choose product. This one, I'm going to call it just revenue Create. So now after I confirm it, send them live all know what data goes into what column? Confirm mapping. So the list mapping data, just like Clavey U or any other ESP, send them blue, wants to be sure that my contacts explicitly told me that they want to work with me. So it's not just some kind of list which I found somewhere or bought somewhere, created somewhere. So these are real clients and they explicitly gave me the consent form. There you go. Now you have a 100 clients would firstName and everything else. So now let's go into segments. Right now we don't have any segments. And unlike live your male chimps and in blue does not offer any ideas for segments. So let's create one. Add a condition which is basically the same what I was doing here when I was creating the filter. Let's see. Product is exactly fruits. So I want to create a segment of customers who prefer foods. Okay, So we have 55 conducts out of this 100 who prefer fruits. So I'm going to save this segment. Name this segment. Just like in Cloud your Mailchimp, I can use this segment to send somebody an email campaign saying that this week we're selling fruits. So if you are interested in fruits and we know that we're going to give you some 5% discount from them or no discount, it doesn't matter. So this is how you create segments and lists in Mail Chimp, it's mostly the same. You go to your audience. From the dashboard, go to audience. You can see all the contacts right here, right there. So far I have only two contacts here because they were imported into Mailchimp from my Shopify. I would do all the same steps. First I create a list, then I create a segment based on this list and based on some condition. And then I would use it in my, in my e-mail campaigns, for example, I'm not going to do this because just the same steps. So a few more words about how to build lists and how to build segments. First of all, this method that I just showed you, importing the contacts is actually one of the methods of creating lists in your, in your system. One of the most important and popular ways to build the list would be to create sign-up forms on your website. So let's go to my website. This is a popup that I created there. So as soon as someone visits the website, they type in the e-mail here in the clique that meet email to get ten per cent. They will end up in one of the lists from this, from this popup, they will end up in the news literalist. This one newsletter list. This is one of the most popular ways to build your lists. Now, another way was to import them using a CSV file just like we did. In another way would be just to import clients from your e-commerce. So you integrate with your e-commerce. Clavier or Mailchimp per cent and blue pausing all the clients from your Shopify or form your WooCommerce or any other e-commerce into the system and that's how you have them in your system. So freeways, first of all, you create pop-ups. Can people submit and end up in one of your lists? Second, you import using CSV file and then just by integrating with some, another system of yours. 29. More on Segments: I would like to say just a couple of more words about lists in segments. So the common sense in practice shows that the more segments you have, the more chances you have to get result from your clients. So in other words, if you have one big list and you send emails to this big list all the time, this will not get you as much result as if you had many small segments based on this one list. Here's an example. Let's create a segment based on the list, and I'm going to call it one order. There is anyone who placed one order. So what someone has done, claudia, Mailchimp and other big players have very good integration with your e-commerce. I'm not sure that I can recreate this, this logic in cent and blue for example, at least this easily. So we're going to create a segment which is called 1-order. And I want to place everyone who placed one order in this segment to send them an email saying that your second order is ready to go and to encourage you to do so, we've given you ten per cent discount for next three days. The idea is to make everyone who placed one order to play. Second-order. Definition for this segment is, has Play Store there at least once over all time. This will be enough. If I create segments right now they will be 0 people in there. But you get the idea. So now I have the sigma and with one order and I'm sending them an email encouraging them to place a second order. If they don't, I'm going to send them like a five per cent discount. The same thing might happen with anyone who plays two orders. I'm going to say that everyone who placed two orders overall time, you're going to get ten per cent discount. Next thing might be, if someone plays two orders in the last two weeks, are going to get some kind of special gift. So I'm going to send an email saying, while you're doing great, you spend a lot of money on two orders in just two weeks, you deserve a gift from us. Here is a free sample of something. All these things might encourage your clients to go on and go on with the orders. So the idea is the more segments you creating, the more chances you have to communicate to your client, and the more attempts you make, the more results you will get. Incented and blue, Let's have a look at some blue, for example, just for a change, let's create a segment. They also ask you what kind of segment you want to create depending on what. So let's say I'm going to create a segment based on event. Let's choose this one. They have clicked on a link in an e-mail and campaign email, which is marketing e-mails that were sent in to promote products at least one time in the last two weeks. Which means that they have interest in the product, but something stops them from buying the product. So we can use this condition to send an email saying that We see that you exploring the product, you're browsing the product, but you just one step away from buying it. So here is a 5% discount for next three days. So if you were really interested in the products, you are clicking it. Looked at the product by, you didn't buy it. Now you have a perfect opportunity to buy it with a discount. So this is the one example building segment here and here and send them blue. You may find a lot of ideas for building segments in tutorials with the Mailchimp and all the other ESPs. Basically the idea is this, if you have any information about your client, you should be using it. Having this information about revenue, you can, you can create many segments and many complaints. Having this information you can create complaints and segments. Send email about fruits to anyone who buys drinks and try something new, and so on. If you have geographical information, use it saying like there is a big sale in your area or this product is the most popular in your area. And Claudia will replace your area with information. Basically. One more segment that I would like to show you is very often, often used. So let's call it. Let's call it sunset segment, which is which is going to include anyone who hasn't done any interaction with your website or with your e-mails in the last, say, three months. So if nobody opens your emails, colleagues, on your e-mails or even visits your website. And most likely they are not interested in your product anymore. So let's go to definition. What someone has done. Open the mail 0 times in the last three months. Or what someone has done? Clicked in the emails 0 times in the last 90 days. I don't know if there is something about visiting the website. Who had seen what someone has done? Is it now active on site and this is what I was looking for. So if someone was not active on site 0 times in the last 90 days, then also include this person into the sand, certainly. So anyway, sunset list is, is anyone who is losing or already lost interest into your brand. Anyone who has opened the e-mail 0 times in the last three months, or anybody who clicked 0 times in the last three months in your emails, or anyone who has 0 activity on your website in the last three months. Create this element. You can also use this segment by, for example, excluding them from your campaigns. Because if you keep sending e-mails and Claudia knows that there is a lot of people who doesn't open your emails. It's going to affect your rating in a negative way because from the point of view, it looks like you're sending e-mails which nobody opens. So it would be useful for you to exclude these people who are not interested in your product just to save your ratings. This is one of the reasons why you create answered. Another reason might be you just collect everyone who's not interested in your product in one segment and then send them like a comeback come back request. And we still remember about you. We have a special last one less time sales for you. And if you come back with happy if you know them, goodbye. So these are two reasons to create sunsets. 30. Popup Forms: Okay, So in this video, let's talk about forums. Popup form, same but forms and all the other forms. First of all, I don't think that we need to spend a lot of time actually talking about forms because they are pretty self-explanatory. In any ESP, you can create a form connected to your website and collect subscribers through this form. So for example, if you go to MailChimp, it will allow you to create m But forms, popups, contact forms and any other variations of forms. Now M bud forms, just just to be on the same page. M with form is the one which is in the page and it doesn't pop up with doesn't move anywhere. The only movement here might be after I fill it in and click Submit, it might disappear or it might change into next field asking me like my name or my phone number and so on. This is called n-bit form. It is embedded in the code of the HTML page. It stays in the patient doesn't go anywhere. Usually. Popup forms. Popup forms. I usually pop up on your screen when you visit a website. It might fly into the screen from the left, from the top to the bottom and so on. The idea is that something that captures your attention and kind of blocks your interaction with the websites. So this is called popup form. The mechanics is the same. You fill in information, click, Submit, and your email goes into the list. Any ESP allows you to create to create forms is just in this ESP send in blue. I don't like the fact that you need to integrate with some kind of third party too to create a form. Basically, send in blue does not allow you to create popup forms. This kind of fonts, you need to install another application into sending blue create pop-up form in that application. Then integrate send in blue and the application, and then connect it to your website to create these kind of form. So it looks like it's a little extra step, but that's not the problem. So anyway, I don't think that I go into create any forms because you just go to Forms, Menu and start creating forms. It's really easy and pretty self-explanatory. Instead, I would like to focus on logic of the forms and mechanics that, that uses this forms. Let's look at this form that I have created. This has the form. So first of all, if I, if I go in, this is Clavier. If I go into this form, you will see that this is a multi-step form. Multi-step pop up, which means that after I submit, first step is going to ask me another question. I submit again. It's going to ask me another question I submit again and then the form n. So step one is, I feel in my email click Continue takes me to the next step. I feel in my birthday data. Click, click Submit. It takes me to the next step. Choose your favorite products. I pick the one which I like drinks or fruits. Click submit. And this information goes into profile. Just let me show. It goes into profile as custom property. So this is where it lands. It's called fruits or drinks, it's called favorite product. So we get this bit of information we get from the form. Form. On step three, you can do it on step one, or you can miss this step. But I do it on step three. In this form. It used to be that the forms used to be usually one step only, but everything is growing and developing. So now we have multi-step forms which has, which is a very good thing because it allows you to collect more information about your clients, right, right before the signing up. Let's talk about logic of this, of this popup. So first of all, here on the left, in clever, it's here on the left. In the behavior section, you can set the logic for this form in sign up, I'm sorry. In Mailchimp, you can do it after you sign up. In this menu here is going to allow you to walk through the logic of the form from this settings, you can see that this form is going to appear on every page for new clients. So if I go to main page, is going to show me this pop-up. If I go sorry, this is the main page. If I go into the main page, is going to show me this popup. If I go into page of a specific product, it's going to show me the same thing pop up again. And so it happens on every page. Whichever page I visit, it shows me one and the same pop-up. I would like to change this logic because I have. I have different products in my catalog. See, this is one product, one product, one products, and this one comes in packs. These comes in, in one item in this product comes in packets. So if I go into this product, I can choose six pack, what wealth back. So I would like to create another popup form, which will be specifically for those clients who are interested in products impacts. So here's what I do. I'm going to create a new form. They're going to be very simple form. Just one step. I don't want to waste time. Let's let's pick this one. Choose a list. So anyone who subscribes through this form is going to end up on the newsletter list. Create a form. I'm going to delete all the extra steps to make it just one step form. Neither need teaser. Here is the idea of this form. I'm going to ask anybody. You, Let's see. Interests in six or 12 packs. Interested in six or 12 x subs chloride. Don't miss new facts. I'm not sure how, how current this is from point of view of English language, but you get the idea. Subscribe and don't miss. Then you again email and continue. Now save it. And now let's think about behavior of this pop-up. So first of all, I want this popup picture. Just wait a moment, I will replace the picture on this one. Let's go to behavior. So I want this popup to appear only on one page. On this page. So whenever someone visits this page, I want this pop-up to show up because this is pop-up specifically for those clients who are interested in pacts. I'm going to copy this page, copy it. And in the behavior, I'm going to colleague only show uncertain e-mails. I think I'm going to do in this beginning part. Products Ginger most. So if a page contains this string, then show these popup. Alright. It's going to show both on desktop and mobile. So if we did everything right, then I'm just going to live publish it. Okay? Now I copy this address. I will go in full incognito mode. In my browser. Has completely new visitor who has never visited this page. So let's say I'm lending in this address not on the, not on the index page, but on the page about this project. And it's going to show me this popup which is about backs. The product is about PECS and the popup is about tax. So this is a logic behind your popups. You can have one popup, which is for every page, limited time offer. Ten per cent In one pop-up for a specific product. If you have ten products, then you can have ten different pop-ups and one pop-up for any other page. In the next video, Let's go on with this logic and let's do some changes to the welcome serious, because now we have two pop-ups. I think we can use them to get maximum profit from this to pop up. So in the next video, let's change the welcome series a little bit. 31. Popups in Welcome Flow Trick: So now that we have two forms, I would like to use this advantage and to edit the welcome, serious little bit. Now that we have two forms, we have kind of more opportunities to identify what clients want. And depending on what clients want, we're going to send them emails. And they will be different from all the other e-mails that you receive in the welcome series. So let me explain it in details. Now that we have two pop-ups, let's go to them. The website. Let's visit the website as incognito visitor, just like visiting it for the first time. So if I land here in the index page, I'm going to see this form with which offers me ten per cent off. If I'm going to land on this page, which has collection with products, which is equal to, if I click catalogs, the catalog of the products on the page, I'm going to see the same pop-up. If I'm going to land anywhere else on the website, I'm going to see this pop-up. If you remember, we have five products. 1234 of them comes in the form of one item. So when you buy this product, you buy one item. But this product comes in the form of packs. If I would like to buy this product, I have to buy either six pack or 12 pack. Which means that there are two types of clients who might be interested in one single item, product or products that come in packs. So I would like to make a difference between these two groups of clients. For that, I'm going to use two different forms. And that's why we're going to have changes in the welcome, in the welcome series. Here's the breakdown of the logic. We're going to have to popups, one pop-up and second popup. But if I land on any of these pages, which is pretty much all the pages that will have on the website right now. Index page, catalog page, product one, product two, product free for the four, we're going to see popup number one, which offers 10% pop-up for everyone. But if I land specifically on this page, which is product which comes in packs. So let me show you what happens. I'm going to open it in the incognito mode again. So if I lend specifically here on this page of the product that comes in PECS, I'm going to see another pop-up. This another pop-up asks me if I'm interested in packs, and if I'm really interested in packs that are going to submit my e-mail and get news about products that come in packs. This is how I will know what people are really interested in in products, in packs, were in products and single items. Here's the logic. Once again, I have one pop-up for every page on the website, and I have another pop-up for one-page only. Each popup is marked with source. Think of source as some kind of marker which I give to every client just to differentiate one client from another client. Later on, let's say I'm going to call this one all form, which is short for all products form. And let's mark everyone who comes through the second pop-up is back form, which is everyone who's interested in bags. This is how I'm going to make difference between the between the clients. I'm just going to open up a profile. In my client's least, I'm going to see a source of each individual profile. I will immediately know if the client came from this pop-up or if the client came from this popup. Now let's go to welcome series. Now, before that, let's go into the popup forms and check the source. I will show you where it is in your ESP. You will find it in some other place, but most likely it will be there in the form of UTM in the link. So if I click on the button, continue. It's going to show me submit hidden fields, which has source equals to o form. Or four means that this form is about. All the products and they just for clients who are interested in any type of products. So I'm going to save it. Then I'm going to another form which is about PECS. And I'm going to make sure that source, they're all selected. So when I submit and when I click the button, by the way, let's name of submit because continuous is misleading. There is no second step here. So when I click this button and submit my e-mail, my profile is going to have source equals back form. Let's change it into peg Form. Save Changes. Now we have two forms. One form is marked as all products form, and another mark is biotech products forms. That's how I know which popup subscribers we're using. So if I go into profiles, he's going to quickly show it to you and I open any, any type of I'm going to open just any random profile. If I scroll down here, we will see the source. And this one was manually initiated. This one was added manually when we uploaded it with the CSV file. But if this subscriber would come through there any forms, then source would mean all products or all four more. Wherever we have all form or pack form. This is how I know whether client comes from. So anyway, let's go to flows. I'm going to open the welcome series flow that we have created as welcome series. If you remember, this is quite simple series. We just send an e-mail. Next day, will send another email. Later that they will send another e-mail. And the next day we'll send one SMS. So it's a very simple welcome flow. Now I'm going to complicate it a little bit more. I'm going to create an opportunity to send two different emails to two different categories of clients. So now that we have two different categories. One category who is interested in all products. In one category who's interested in pack products are going to send one email to these clients and another e-mail so these clients. So here's how I'm going to do this. I'm going to, I'm going to create a logic split. It's called Conditional Split. And I'm going to copy this email. The first email, copy of welcome series. I'm going to drag it over here. And I'm going to rename it to welcome a serious one by x. So this e-mail is for everyone who is interested in packs. This email is for everyone who is interested in any products. After they receive this e-mail, I'm going to send them back into the welcome. Serious. So the second female is the same for everyone. 30 mile is the same for everyone. Sms is the same for everyone. Again, the only logical split is between during the sending first email between one category and another category. So now how we have we make the logic of the split will go into the conditional split. In the configuration, we choose properties about someone. Because as you remember, we have assigned source is property to the profile. Will go to properties about someone. Then mentioned. Source. Change the type to text equals. And now we're going to place these name of the source in here and save it. This basically it, This is all that we have to do. So here is how Claudio is going to read this logic that we have created. If someone has clicked the Continue button and submitted the email, it lands in the newsletter list. Then there is a moment of this theorem. It checks what kind of source the profile has. If the source is all form, which is from, which is from this popup, then you're going to receive email for everybody. If your source is different than you're going to get this e-mail. I'm going to add a little bit. Hello foldings company. 6412 packs. Six or 12 packs are the best. And here we're going to give, I don't know, you can give discount. You cannot give this camp. Well, let's leave it like this discount. Ten per cent discount for the bags. Save Changes. And here in the ******, I'm going to change the code a little bit. Since it's all about PECS, I'm going to change the image. I don't have one. I don't have one, but if I had one, I will change it. So let's say backs the best. Because if you interested in books, if you submit your email in the PECS in the bags ballpark, then you should get relevant information in the first email. So hello friends, are you interested in six or 12 packs? Free shipping for packs, coupons every week. This week, 10% off coupon. Obviously you will change the images everywhere. You can leave this product like this because it's about PECS and probably remove these products are all my believed them. The idea is to cater correct information if I subscribed to if I subscribe, whereas it if I subscribe to packs, then I should get information about packs in my thirsty male. This has the information I'm going to get, Save and Exit. And if I subscribed to form for everybody, then I'm going to get the information which is for everybody. So this is the little, a little complication to the welcome series, but it's going to help you to identify what your clients want and to cater more irrelevant information to your clients. So once again, the logic is, we created two popup forms. Everyone who interacts with the form is marked by a special source name. Then here in the welcome series where identify what your sources and if your source is all form, you get this email. If it's not, then you get another e-mail. Everything else is untouched. So this is a very good example of a real life example of logic between working with popups. You can create as many popups, but if there is no logic behind them, then probably you won't get a lot of information from your popups. The melodic you create behind your popups, the more chances that people will pay more and better. This way you can create as many popups as you want for your products. You don't have to limit yourself with two pop-ups. So for example, if you have more than more than 20 products and probably you will have time to create like ten pop-ups or 15 pop-ups. So this is completely normal. I'm going to wrap up here about the pop-ups. See you in the next part. 32. How to Add Сoupons in Emails: So in the previous parts of this course, it seems that we have covered a lot of things you need to know about email marketing to run it successfully and with a good revenue. So now in this part, I would like to share with you just a couple of insights that is going to help you to save time, increase revenue, and create a better experience for your customers. So in this specific video, I would like to mention coupons, discounts, coupons. If you remember, we have this e-commerce store and I would like to create coupons for the customers of the story. If you remember, in the welcome, serious E-mails will have this placeholder that we can replace with a coupon code and everybody will be using it and hopefully we will get more conversion into sales. So let's go and talk about the coupons are first of all, with the coupons, first step of working with the coupons would be created your coupon, and the next step is to use it. So when you create your coupon, you have a couple of options. First of all, you can create your coupon obviously, if you're male from your e-commerce, my in my case, it's Shopify. It can be WooCommerce, magenta. Anything else? Anything, anything custom e-commerce if you're using it. So in my case it's Shopify. So whenever I need to create my coupon, I will I will go into my Shopify and I will create a coupon right there, and then I'm going to be using it. So here I am in Shopify. I go into discounts. In the discounts, I can create a discount. I have created one. So I called it a Welcome ten because it belongs to welcome serious. I wanted to give ten per cent to everybody. I wanted to apply to specific collection, which includes all the products that we have. We have five products there. We have five products there and they belong to this collection which is called Hong collection. So I pick this one. Now I wanted to give ten per cent, but I want anybody to pay minimum amount of $15. I don't give it a date. So now I have created now I can copy this and use it in the, in my e-mail. So the easiest step, the easiest way to use the coupon would be just inserted as text in the email right here. Which means that everybody who get this email, they will open it. They will see that this text, they will copy it and they will go into checkout to insert these texts there. Now this is a tricky moment because at some point you might lose some clients here. There will be somebody who will say I'm not going to copy anything because I don't know where to insert it. I'm going to forget about it. I'm going to insert it in the wrong way. They can be any reason. The thing is there is a number of people who just don't want to copy anything, which brings us to the next step. You can, instead of using this coupon has texts, you can use it as a link and insert it into a button, for example, or image or any other link in your e-mail. This way, your client don't have to copy anything. They just click on the button. This link takes them to the website. And since there is this, there is this instruction here in the, in the link that you're e-commerce will know that this client will have discount equals to this specific amount that you will have to discount for the client. This specifically is built for Sharpie fight. The same link for WooCommerce will locally it will be different, especially if you're using some plugins. The same link for Magento and some other e-commerce platforms will look different. You have to refer to them tutorials, the e-commerce. So in my case, I'm going to use this link, I'm going to copy this. I'm going to visit this link has an Incognito user. Here's an encoding to use it. I'm going to insert it again. See my cart is empty because it's an incognito mode. So Shopify King's, I have never been here. But since I used this instruction, the Shopify knows that when I proceed to checkout is going to give me ten per cent. So I'm going to increase the quantity because I need to spend $15 at least that's free products. Add to Cart, have three products there. Start checkout. And when I end up on the checkout with my free products, Shopify tells me that I have welcome tanh applied. Everything works. So the question is, should you be using this discount code as text or as a link? So if you have a chance, I would always recommend to use the limb because it's easier for your client. Another thing that I would like to mention is that when you're creating your coupon, you can create it in different places. You can create it inside your e-commerce, inside your Shopify, and then proceed this information into your ESP. Or in some cases, you can create your coupon inside your ESP. And your ESP, since it is fully integrated with your e-commerce, is going to send these coupon into your e-commerce. So like it's happens here. So if I create my Shopify coupon code here to create a coupon, and this information is going to be sent into my Shopify. Sometimes it works, vice versa. 33. Customer Journey Maps - CJM: So another thing that kind of comes hand in hand with direct marketing, or maybe even with any other marketing is CGM, which is a customer journey map. Most likely if you have been interested in marketing, you heard of this of customer journey maps because this thing helps you to understand what your client does, when, in what kind of actions they perform this or that moment in time. When you create your e-mail campaigns with content calendar, for example, with the flows with your SMS, complaints and everything you need to understand when to send these bits of messages, when to communicate to your client, and what information to cater to your client in a specific moment. To do this, I recommend everybody to start building customer journey maps. And some companies and some businesses, this is a requirement. It's one of the first thing they might ask you to do when you just start your job. So imagine a situation as an e-mail marketer, you join marketing team and they give you a client. Your first assignment might be to create a customer journey map just to understand what subscribers and clients in this particular business do. Because this is going to help you, your client and your, your employer to understand the amount of job you have to do to create a full-scale communication to your client. So this is very simple. Just basically an example, customer journey map for some companies. So let's, these are basically steps. The roots for your customer for subscribers. Let's look from left to right. Step one, for customers and potential customers of this company would be lending on the webpage or on the website of this company. Next step would be to sign up for newsletters, for example, through one of the pop-ups that you will create. Next step would be to start a free trial. Here we have a choice to start a free trial as personal usage of this software, for example, or to use it for corporate usage. Next step for both of them would be to buy a plan. And this happens when the trial ends. And the next step for everybody everywhere would be the payment. Your task is direct channel marketer would be to understand at what point, what kind of messages you go into send to your clients. So for example, um, I'm going to send obviously one email here at the moment of sign-ups. So I would call it a welcome email. Next TMAO. If I have a chance, I think I will send SMS to if they provided the phone number, but only in case if they didn't open the email. Let's say I'm going to send welcome SMS if they didn't open the email. So I'm going to put this if no email opens, It's like a condition over here. So I send an email if no email opens and they send an SMS. Obviously, the call to action in this email and in this SMS would be to take them to the next step which is starting a free trial. Because when someone signs up for your website doesn't mean that they will start any free trials. So this email would look like, hello, you can start your free trial or your free trial is automatically begin, go to your dashboard link. And the same thing would be in their semester. Just a quick hello and in the Quick short link that leads to the dashboard. And when they lend in the desert board, a message shows up and sell that your trial, you're free. Trial has already begun. As soon as they lend in this step. I'm going to send them an email which says your trial has began. So here is your first tutorial. And in the e-mail, I'm sending the first tutorial or linked to the first tutorial. Okay. And also I'm saying choose what kind of plan you're going to use a personal plan or corporate plan. If they choose personal way. And then I'm going to give them two tutorials. Collection for in the video usage of the system. And in case if they choose corporate plan, I'm going to send them an e-mail with the collection of tutorial collection for your team. And say something like you, you have, we have granted access for five members of your team because they use corporate usage. Obviously, the next step would be to send an email telling them about the plants that we have. Blends. This query. We have a plan for six months, for 12 months and so on. This should be done like a one week before the end of the free trial. And then we'll say your free trial is over. Now let's, let's connected here to the main line. Pulling his description. A second idea here is that three is your free trial. And soon so think about plan that you would like to buy from us in the next two weeks. And here it says, your trial and pick a plan. Now, when they make a payment, I'm going to send an e-mail with can mention your payment. There we go. This is a very simple customer journey maps. So there is a customer, it moves along this path. One of these paths. At every point, at every key point we send the beat of communication to this client, encouraging the client to the next step or clarifying what's happening with the current step, and so on. This kind of customer journey maps are very useful in big companies. This map is very simple, it's very simplified. But when you have, when you work on a big project with many departments, with many people, where everybody is trying to communicate to clients, then you obviously need this map because without this map they will be cows in the company. One of the first things that you need to do as a marketer with direct channel is you need to create at least, at least the very, very simple map. Just to refer to this map in the future, when they will be, when there will be a choice to send this message here or this message and the next step and so on. One more thing about customer journey maps is that when you work with your own client, when you work as, for example, as independent contractor with your client. And you start building these maps, you'll give better experience to your client and you show that your knowledge is broader than just some kind of Freelancer. It's like it's like you're showing that you're really into the process. You helping your clients to build a better process for your company. When you joined the company as an employer, then you should at least offer these things to your boss if they still don't have, just to show that your qualifications is high. And the first thing you always do is to start building the map. And then only after that you start, you start building the messages around this map. One thing. Now there are many apps on the Internet that you can use to build these kind of maps. This one I'm using is called diagrams by Google. It's completely free. Just go into your Gmail account found there among the EPS and start using it and you can share it with everybody and it's very rich in tools. Another thing that is very popular on the Internet is called Myra. This is much more colorful and much more prettier than this solution by Google. And many people will really like it then this system Myra, is designed for working with teams. So usually you have many, many members of your team working on one CGM at the same time and in real time you can see the movement of course, or what other members doing the map and so on. So this is kind of a popular instrument for building the customer journey maps. 34. Subscribe Everywhere: Here's one more cheaper I would like to give you. This tip is about growing your experience. To get more experience in email marketing, you just need to do more email marketing, but at the same time, you should pay attention to what other email marketers do. I would recommend you to have a special email or to have a special folder inside your email where you're going to collect all the emails that you see on the Internet. So basically you need to subscribe to everything you see on the internet. And then just simply look and try to understand the mechanics behind the emails of the other companies. It doesn't matter if you're interested in the products of this company or not. You just need to subscribe there just to see what kind of marketing they using. I'm basically subscribing everywhere and I like to see not only the emails, but I would like to see the mechanics that they using. So for example, I'm going to subscribe to one of the stores and I'm going to drag down what kind of hemoglobin is sending in the welcome series. Are they going to give me discounts in the welcome series? Are they going to just push me a little bit to the sale before they give me before they give me something. Also, I would like to pay attention to what kind of popups they have. This one, for example, requires me to enter a phone number and birth date. Obviously, they're going to be using this information just like we did. And I don't really don't like this one because as a client, I'm just going so I'm just going to leave. I don't want to enter any information. This is also an interesting pop-up. They just giving you a coupon code right away without any asking emails or anything. These guys just asking me an e-mail. This is a good idea to spend just a couple of minutes, a couple of minutes a week to see what kind of mechanics and techniques other companies use. Sometimes you will even have to take a sheet of paper, subscribe to someone and just basically write down the e-mails that they sending to you or any messages that they're sending to you just to reverse engineer the, the marketing that they do. So probably you will find something new to yourself. So it's a good idea to be subscribed to everyone on the Internet. 35. Forget Email, send SMS: Or sometimes you will notice that audiences in different companies vary from each other in a great way. At some point, you might ask yourself, are you going to be sending more emails with SMS or you're going to send more SMS with some e-mails. Or even you might switch to SMS. Completely. Forget about him, whales. It all depends on how your audience receive this communication that you're creating. So if you creating communication in the form of e-mails for audience, which is more tend to answer to your SMSs, then you will fail obviously. So while working with your, with your client and with the audience of this client, you will need to investigate this from time to time. Especially in the beginning. I would recommend you to basically create two different campaigns in Mailchimp in San and blue anywhere. One with emails, one with decimals, and then mix them to see which type of communication works better for your client. You never know maybe communication through WhatsApp might work better for your audience. There might be some exotic cases, such as sending email in the form of plain text to your audience. And this might work better for your audience. From my own experience, I know that at least it was like this in one of the companies that I worked for. So it was a microfinance company audience. There was quite a mature audience like 4045 years old. They were much more responsive to SMS messages rather than e-mails. At sometime we actually focused on sending SMS campaigns. As for emails, we were sending only transactional e-mails. So the idea of microfinances to take micro loan and then pay it sometime later is just this loan is very, very small. So whenever someone takes loan through the system of the company who would send a transactional email. But all the marketing communication like take another loan will be providing through the SMS. So these channel was working for mature audiences. For older people. There was another company. It was basically teenage clubs and apparel for teenage audience. What we were using in the emails was mostly images, buttons, and MOOG's. Any texts bigger, any copy, any texts bigger than two lines was, was something negative in that communication. There is an audience who will take your communication formal buttons, emojis and big, big flashy images, but they will never read any longer than one line of text. Even two lines of texts was difficult. So you need to know your audience. There are different audiences and they are responsive to different ways of communication. If you understand that your audience is mostly responsive to direct messages such as SMS, WhatsApp, Viber, or any other messenger that is used in your area, then probably you should switch your complaints to that channel and don't waste time on, on those channels, then don't really work for you. So to do that, you need to learn your audience. 36. Pixel Perfect or Profit: I would like to see also a couple of words about sitting right targets for your e-mail channel. Well, apart from those targets which are called KPIs, I would like to speak about some other types of targets which said the general direction for your e-mail channel. This information might be mostly useful to those of you who only begin working with the e-mail channel. So when you begin working with this general, you might misinterpret your target first and then some lose some time or even money. I would like to give you a right direction, so to speak. There are two targets in the e-mail channel. You can say that these targets are applicable to every, every channel in the marketing, but most likely to e-mail channel. So target number one would be your revenue. So you send emails, you send SMS, you mix SMS and emails. You do every step in your in your e-mail marketing. To get, one goal is to get revenue from your subscribers. Target to, in the e-mail channel is to get more subscribers right away. I would like to point out that email channel, it will not get you hundreds of thousands of subscribers right away. Even more than that, this is not the primary target of female channel. I would say that much more important target for e-mail channel is retention of those clients that you already have. Instead of thinking of how to get the biggest number of new subscribers, think of how to work in a better, in a more productive way with the existing clients. Let's call her attention. If we'd be more precise in this tab that you should be paying attention to is less important, is to be pixel perfect with your emails. When you begin working on your e-mails, you think that you are going to create the best email in the world. Impress everyone with your emails. And everyone say that you are the best email specialists in the world. But the truth is, as I said, target number one is how much money you get out of your clients by means of sending e-mails. To do that, you need to send a write emails instead of better looking emails. Sending pixel perfect emails is good, but there must be a limit in this. Sending. Such time-consuming during the production time-consuming things such as GIFs and videos is also less important than to think about, right? Cte in your email. So much more important to think what CGA might work better for your client CTA, let me remind you the call to action. A call to action might be to buy something. This is call-to-action. To subscribe to something. This is called to action to leave a review, to recommend your service to a friend. These are all call to actions. Creating, right call to action that will bring more money is much more important than creating the best looking in whale in the world. Revenue is your target is much more important than any females. Now, working with your segmentation in the emails is also very important because if at some point you don't notice that there is a big segment of clients who are losing interest to your emails. Basically don't open your emails, then your ESP will be lowering your ratings. Work on segmentation. And once again, the more segments you have, the more chances to create a rate appeal to the clients and get more money from them. So retention is also very important. You have a number of clients, and instead of getting more and more and more clients, you need to focus on how to get money from those clients that you already have. Step number one here would be segment. The clients to create segments. Who created one, who placed one order? Who started check out? Who left the company? Who's not interested in your company, who makes the most of the colleagues and so on. Segmenting. Then, working on these segmenting to identify which sigma bonds work better. Work with the existing clients is called retention. So this one is called catchy images. I wanted to oppose these two. Inserting animated gifs and videos in every email. Animated content will not impress everybody. All say it's very time-consuming when you create it. If you want to know how to create GIF in Photoshop, then you can look into my course about responsive emails. I give a couple of video lessons there on how to create GIFs and videos in Photoshop to use in your emails. And it is quite time-consuming. So instead of doing this, you can use create a catchy image, which will lead to better click rate. Especially now that you have Canva, Figma and oldest helping tools that are going to create unique image in basically 123 and you have an image. So once again, when you start email channel, you need to understand your goals and goal now, target number one would be revenue and then working with subscribers. So in the next video, I would like to point out another thing is whether you should pay attention to high-tech technologies and mechanics in your emails or not. 37. AMP or Profit: So one more thing here I would like to mention is the so-called AMP emails. So AMP technology was introduced back in 2018. And basically this is a framework by Google which was to make your emails interactive and dynamic. Dynamic. It means that you send an e-mail to somebody and overnight information inside email changes. For example, information about a sale, information about your ticket somewhere, and something like this. And it was supposed to make emails more interactive. Like for example, you could place a chat inside your e-mail. So you don't need to go into chat to talk to somebody. Just open your email and start sending messages through that email. And information in the email is updated on the goal. This is very big technology and it was accepted by, by the biggest female players. It's currently supported by European emails, Gmail, OCR horrors, and e-mail. So all the biggest players are supporting this technology. However, if you should be using this technology in your marketing emails, then, then I would say that this is very debatable question because base of your e-mail marketing channel is quite high and most likely if you have 123 clients, you won't have enough time to create this dynamic and super technological e-mails. First of all, I would be happy if you're using this technology and make your maker e-mail channel super successful. Thanks to this, some kind of technology. Honestly, I haven't heard that using this technology gives some kind of exponential growth to email channels. More likely it looks like some kind of super high-tech complicating to your e-mails that supposed to make it easier, animal profitable. But in fact, as it seems to me, I might be wrong, but in fact, it seems to me that thinking about right CTA and doing correct segmentation will bring better results than using this high-tech AMP frameworks or any other frameworks that might show up later. If you don't have a specific policy in your company, then I would focus on traditional things such as working with segmentation, thinking about revenue creating right? Cga, and basically working on retention on those clients that you already have. If you have time for, for this kind of experiments, then of course, green-light and improve your image channels. If you have never seen how AMP works in the most heavily recommend you create one or two e-mails using AMP. This is one of the examples of implementing AMP in your email. So for example, you can create slider inside your email that supposed to slide through them products. So for example, you're sending somebody their email with your products and they can slide through this products inside the e-mail. So this is one of the examples, or this one drop-down menu inside your email. So you, he ascends like what kind of group of products that you're interested in. And you're supposed to click on the drop-down menu and choose the one. Picture will change according to the chosen option. If you have time and opportunity, please do experiment with this, but most likely, working with this traditional things will bring you more results. 38. How to talk to your Clients and Employers: I think this would be the closing video in this video course. And here I would like to say a couple of things about what to say on interview. When you're searching for a job or when you're searching for a client. So these are little bit different situations. And generally, everything that I'm going to be saying here is quite general. And for everybody and your situation might be different, you need to understand what your particular situation is made of. If you're looking for a job as email specialist and you're looking for a team to join, or you're looking for an employer to work for them. These things they are they are expecting from you would be a little bit different to things that your client expecting from you. Because when you go to your employer, you go as employee and you are expected to follow some rules. You are expected to bring something to the team and so on. And when you go to negotiate email marketing channel with your client, then you go As partner or as contractor. And they expect you to act a little bit differently and they expect you to perform a little bit different things. So first of all, when you go to an employer and seek for employment, then I would say that you come as someone who search for a job as well as solving the problems. Because when an employer wants to hire somebody for this or that position, they need somebody to solve the problem. In this case, the problem might be that they don't have e-mail channel, the hybrid, but it doesn't work. Looking for another way to increase revenue from marketing. And they are going to try e-mail channel. So you need to identify if they really have a problem or if they, if they just hiring you because everyone else is hiring email marketers and so on. So try to understand what the problem is and try to provide a solution for this problem. Because, because you come as someone with skills, you come on someone who are paid to solve some problems for the business. In other thing might be useful to mention that you have created customer journey maps before. This will let your employer know that you understand the process from the beginning to the end. And you're not just someone who is given one simple task. Can you perform this task every day, every day, every day. And you don't look at a left or right. You just saw you're someone with awareness of the business. You someone who knows what to do in this customer journey map what not to do. So at least mentioned that you have this experience. Skills to share to the team is another important point because when an employer hires you, they also calculate how much money they might invest in your education, so to speak, because there is always a chance that they hire somebody who's real level of knowledge will be much lower than expected and they will have to invest some time and money into teaching you until the point when you reach the level of skills, when you can operate the more channel. So tell them that you have skills. Obviously, if you really have the skills and just show, show your employer that you can not only bring value in the form of work, you can also bring value in form of knowledge for other members of the team. So you can coach somebody inside the team when it comes to working with the clients. So when you got enough, enough of experience to find the client's somewhere in a client and you go to Quine to negotiate, this situation is little bit different because they think of you as an employee, but as someone equal, someone who is also a business. One of the things I would offer to you to mention is that you can present the so-called plant fact, the vision of the work that you're going to have with these clients. So for example, you might say that we will always be having analytics and all the things going all the time. But in the beginning, I would say that we will be going according to this table from month to month. We will be working on the numbers. So we will have expected numbers. We will have facts in the end of the month which was really done. And then break down what you're supposed to do, what you would like to do, what you would like to improve and so on. So. This kind of table, not exactly this one. This is just a simplified version of what you should present to your client. This kind of vision gives understanding to the client that you have awareness about the money which they are investing in you because they are investing in in your payment. They are investing in e-mail service provider plan. And all this money should be invested in. You need to be able to say where this money was spent, how they've spent, what, what, what result this money brings back. One client wants to hire you. They would also like to solve the problem of having e-mail channel working. They don't need to think about how many people they need to hire, how many copywriters, how many designers and so on. They just tell you we need e-mail channel and your job is to provide the most channels. So tell them that you can do design, you can do the copy. If for some reason you can do this, tell them that you have a team of people who will do it for you and for your clients. Don't tell your client that your skills are limited by design, for example, because in this case, your client will immediately think of someone who has the skills for design and the copy. Obviously you should have. This kills. Another point here is to explain to your client what kind of value you bring into the business. Read a couple of sources about email marketing, how much money a business can do with this channel. And just give some general, general numbers to your client that if we start working together, then in the first month, we might be generating very little money next month for little more, next month, a little more and so on. And just basically give some predictions about money that you are going to bring value to the business. Now, if you have some insights from working with, from previous working with similar clients, look for example, if you go into employ into a furniture company and you have experience working with another furniture company than mentioned this thing. But this is kind of moral, moral question because if you tell them that you're going to share some insights, it automatically means that you're selling someone else's secret. So don't make it look like you're selling someone else's secret. Just say that I have skills in working with these type of products furniture because I have done these e-mails before and obviously show them CGM because this will also give your client understanding that you have vision of the process in not just somebody who will do designs for e-mails, just somebody who will write copy for the e-mails. Nowadays they want you to take full control of the male channel because they paying once and they want to get the result. Show the CGM, show how you create CGM. Probably if you have a couple of hours before meeting client, just create some kind of blueprint for the CGM according to the business of the client, show with during the conversation and say basically asking them, Do I see this CGM right in your, in your case or not, and what mistakes you make here so that you could create the feeling that you are, have vision of this business, the client that you're talking to. I think this would be the end of the course, the final video of this course. I wish you all the best and luck and everything you need to get a job as an employee if you're seeking for employer, I wish you all the best who are looking for your own client? If you're looking for a client as an independent contractor, in both cases, I hope that knowledge that you got from this course will help you a lot. Thank you so much for watching this course. Wish you all the best. Bye bye.