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Creating an Onboarding Email Marketing Sequence with MailerLite #insidebsi 9

Hey, this is Sasha Evdakov.

Today we’re going to rework our onboarding email marketing sequence. We do this for better user experience.

MailerLite

I’m going to work it on MailerLite. You could use any campaign that you want. I’ll show you some of the things and thoughts that I do and why I do them within my sequence.

There is a link in the description for MailerLite. I think it is one of the best marketing platforms out there for email marketing. 

Convertkit and Active campaign did not accept me. Why do they not accept me?

Because we have a niche on:

  • stock trading
  • trading education 
  • investing your money 

When you invest your money in The United States, they think it’s high-risk. That’s mostly because a lot of people spammers are out there. Marketers spam and promote to get-rich-quick schemes.

We do invest in education, but they also don’t like that, whereas MailerLite and Aweber are available. I can say that for a fact because I’ve used them in the past as well.

They look at your send rate, your complaint rate your open rate and they do an excellent job with that. I think they have some of the best customer support out there. They look at your company not just or money in their pockets.

Take a Closer Look at MailerLite

Here is our MailerLite system. Look at the onboarding. We’re going to duplicate this real quick so you can see. One downside with MailerLite is that it is a bit slower. But other than that, it works well.

This is how I do it:

I duplicate the sequence, and then I move the popups over rather than changing the sequence around. That’s because if you make changes as people are going through the automation, it can create a problem.

I’m going to rework this. We’ll call this onboarding version 2. You always want to have version numbers there for yourself.

The whole thing that we’re trying is to rework. As you can see, I got a couple of emails that go out and then really test people.

If they did open any of these emails, we would keep them. But if you don’t open the emails well we get rid of you because we don’t want to clog up our email servers.

We want to stay in compliance and be kind. You get less email if you don’t want our emails. In either case, we’re going to get rid of a lot of these.

You can see dead. By the time they’re dead – they’re dead. And we move them around. What I’m going to do is get rid of a lot of these. I delete both branches. And now we check things out.

After doing all of that, we have a primary sequence. What I’ll do next is I’ll send a little test email. If that’s a good one, then you keep it in the sequence. I’m trying to simplify the sequence. Then we wait 70 hours. I always use hours.

The main reason is what happens if somebody signed up at 11:58 p.m. And then the next day you got your email coming in three minutes.

Then we’ll send a test email. Let’s check it out. Do another test real quick. Wait 24 hours. Do I want to send that next one?

I want to do is simplify things. Choose an email that you feel it would do a great job.

Something like:

  • here’s the latest lesson
  • this is what it’s new
  • here’s coaching sessions

In our example, we have three emails. There’s some free stuff, and then they should have opened at least one of these.

I think we can rework this. You’re planning things out. 

How Many Emails Can You Create?

It’s on you. You can plan things and decide.

Here’s what I mean:

  1. The first one is getting started email/ welcome
  2. The second one is freebies to getting started/learning
  3. The third email will be software + cool gear for traders 
  4. Then the fourth free computer course
  5. And the last – Who are you? Day trader, swing trader, option trader

In our welcome email, I’ve packed a lot of stuff in here — for example, video courses, trading questions, good charting platform, and one-on-one coaching sessions.

You get the picture what welcome email has to have. There are awesome resources. Make a great headline, pick an emoji, and set it up.

After that, you need to rename every email. In the next one, we have a lesson. So, we’ll do like software and gear.

This is where I’m going to write in my trading computer course. We’ll send that out in their trading gear and toolbox. I’m trying to structure things out. I’m not going to bore you with writing the emails. You’ll get the idea.

I’m making a structure that will help you understand the entire process of creating an onboarding email marketing sequence.

Once they click in that email, we can tag them.

What about Delays?

The next thing is that you want to add delays in between this. We’ll add a delay. We’ll probably wait like 72 hours, or it could be 65 hours.

Changing on different schedules – that’s what I’m trying to do. Get rid of the day of the week. We don’t need to wait three days. 

Updating the Custom Field

There is also the next magical part that I need to check. When they join that group, we update the custom field.

I’m going to update the custom field. And this is going to be the onboarding. I’m going to start the onboarding. They’re joining this group.

We wait nine days, and now we start doing all our checks. Because it’s after all these emails. I give it even five days is probably more than enough. Usually, I want to get a little bit more because you’re trying to balance things out.

You’re trying to balance it out from the time they’re on your newsletter list on the onboarding to the time they’re on your active list. If you wait too long, then they’re not going to be receiving any current newsletters. If they finish it, they wait seven days and then there are another four days until you send an email.

That’s 15 days – it’s a long period. You might want to make it for three or four days. The main reason is that by then they should have opened at least one of these emails.

It’s Time for Conditions

We want to figure out a condition. That condition is workflow activity, and we start at the top. It’ll be excellent resources for traders.

Here are fantastic resources for trading. Was it opened? If it was opened, I’m changing the update custom field onboarding to done.

We update the custom field because before it’s onboarding START and now it’s onboarding DONE.

I do only these:

  • done 
  • yes 
  • dead
  • start 

I don’t do too many crazy field values because then it gets confusing. At this point, get them out of the group of onboarding.

That’s the next step because they’ve already done. I like to clear things out. I’ll also remove. You could copy the groups, but I work with segments usually. Remove from the group and remove from onboarding.

Right now we’re removed from the group. They’re tagged as onboarding is done. That’s it. As long as that is done, then we’re able to know that they’re going to be an active subscriber. 

What If They Didn’t Do It?

Let’s check the next email. We’ll double check this condition. We’ll go to workflow activity and trading gear and toolbox. Was it open?

And now that’s the one thing I wish we could do. It’s copy-paste things. I’m going to update the custom field right here.

Custom field – onboarding – done. And then we go ahead, and action removes from the group. Set removed from onboarding.

That’s what we’re doing and would continue this process. Is this condition – was it open?

If that one wasn’t open we go to the next one. So again condition and then we check workflow activity and you get the process.

What if It’s not opened at all?

You keep doing this until you run out of emails. In the end, this is the one difference that I’m going to do at the end. We can get to the point – it’s not opened at all.

I’ll show you here real quick. All we’re going to do is update the custom field. And the one we’re going to do is it dead. It’s dead.

They didn’t open anything. Then we remove them from onboarding. Remove them from the group and remove them from onboarding. That’s a big difference is onboarding you update the custom field to dead. And then onboarding there’s nothing there. I might write it in as dead.

Add in another action. Update custom field, onboarding – that might be the smart approach. And then again it is dead. A custom field is dead and removed them from onboarding the group. That would be our final process.

That way it’s not as too crazy or were there any links clicked and so on. We could check that out a little bit later. But it gives it a little insight into if there’s anything open in a couple of days. Because even this one runs about ten days after the trigger plus three day – so it’s 13 days. You can change the hours a bit and do your calculation.

Final Word

Some people don’t like to be bug. You’re trying to figure things out. How long do you wait? It’s your call and decision.

That’s a basic idea. I’m going to rework the rest of this and then write the emails and go from there. That’s a getting started insight into how I edit my onboarding process.