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Email Marketing: Building Newsletter Automations w/ Mailerlite + Aweber Campaigns #INSIDEBSI 1

Hey, this is Sasha Evdakov.

Today I want to share with you some behind the scenes of what I’m doing within my own business on my TradersFly website.

If we take a look at newsletter campaigns and marketing, there’s a lot of different companies out there. From time to time, you might see that one company is a better fit than another. It all depends on what you’re doing.

My primary two that I like are:

  1. Aweber 
  2. Mailerlite 

One of the reasons I like both of these is because they have the best customer support that I found. Not only do they have to answer the phones and those kinds of things very quickly and easily. But more importantly, if you have a business that’s on the edge of marketing or maybe money-making.

Before we dive into the process of building newsletter automation 

One of my businesses is investing in stock trading. That is a little bit more taboo niche. A lot of the newer mailing companies don’t like that.

They believe it has a high spam complaint. Also, they assume that there’s a lot of get-rich-quick things out there. That is the reason they won’t even look at your company to deal business with you.

These companies rejected me:

Of course, not the backstage income division, but the stock trading division or website that I’ve run.

On the other hand, Aweber and Mailerlite look at your company. They look at your business. 

With that being said, take a look at our resources page to find these.

As your business grows, you may want to choose one list over another. And what I’ve been looking for with myself is looking at automation. That’s one thing that Aweber is a little behind on because they are one of the oldest in the business.

That means for them to make changes, it’s a little more complicated. 

How the process of newsletter automation works?

We’re going to take this campaign from Aweber. I’m going to take this campaign and break it down into moving it over to Mailerlite. I’m not moving everything over to Mailerlite right away.

While I do this, I think it’s an excellent time to show you how the automation work in Mailerlite.

I have a lot of different fields here that I’ve created to tag people. The automation work nicely. I like the process of onboarding. When we do onboarding, it allows us to see did someone click an email or did they not click an email.

And then it’ll move them to an active list. The automation flow that I’m looking to create is like this.

They signup, then they get an email. There’s some waiting, and then something happens, or it doesn’t happen. If it does happen, the next thing will happen.

But if it doesn’t happen, then you get this other flow that could occur. It can get very complicated as you want. However, I found out if you break it into small segments and then link those segments together, you can get a lot of dynamic versatility. You can make things very flexible within your business.

What’s inside Campaign Area?

In my campaign area that I use, we have a getting started. So as people sign up, you have a getting started emails. Then they’re going to some coaching sessions which gets sent out like six days later.

Then we wait like three weeks and nine weeks, and we do more coaching sessions. I think it is a little cumbersome because this is all linear.

But now with Mailerlite, I can do some things that are more dynamic as you saw. That’s what we’re going to do, and we’ll probably create more workflows.

We can create coaching promo workflow. When the trigger updated field, the things start to happen.

Triggers are when they join a group or when a subscriber clicks a link.

It’ll be when an updated field – let’s say coaching is provided. I either do yes, or it’s empty. If it’s provided, then it’s good to go.

If it’s provided, I want to add a delay. Remember they might be in that other sequence. I like to give a little bit of a delay – maybe it could be 10-15 days. It gives a little bit of a delay to getting started into a coaching sequence.

Then we send an email. We could say this is a coaching intro email. Then after that, we could split this into a condition.

To define a condition, it could be campaign activity. But because we didn’t define the email, you have to create an email. I’ll use a basic template email.

I want to pop emails in there and create the workflow first. Once my workflow is created, I’ll go back and edit the emails. Because I want to think about it and maybe rearrange that workflow. You could do this on paper first and then put it back in.

However, I find that doing it on paper adds an extra step. It depends on how intricate you want to do it and how many steps. 

Now we could say if it had any link clicked, then we’ll go to the next step. The next step is we’ll create an email.

This will be like a discount, promo or some new thing. You have to have this in your mind already. Then if they do that, I’ll create an action. Then I’ll copy to a group or move to a group.

You could:

  • copy them to a group 
  • move them to a group 
  • tag them 

I have a couple of different groups here. I could create a new group and say these are my coaching people. Now I have a coaching group that will be created.

We’ll discount a promotion. We’ll copy them to a group and then if not then we’ll add some more emails and send another email here and there. I could add a delay above that.

This will be 72h. I usually like to use hours instead of two days. The main reason is that sometimes, hours are more defined.

The conditions are checked immediately. We’ll add a delay above that. I could do this like seven days or so.

This is the process: 

  • send one email
  • wait seven days 
  • check if anything’s clicked
  • send the next one 

Now we’re not entirely done because we haven’t clicked these emails. But I’m going to go back to this and probably rearrange it later on.

That’s a basic set up.

Creating a new workflow – Mailerlite

This will be our onboarding. And this is where I’m moving some of these things at least at the beginning for anybody that gets our newsletter listing.

I want to check if they click or open anything. If they don’t click anything, then we’ll slowly kill them off, and they’re not active on the list. I will remove them from the list.

Let’s look at when a subscriber joins a group. Our group is onboarding because everybody gets on the onboarding one.

We can reactivate them. I’ll put in a quick delay. I usually like 7-minute delay to give them a little cushion.

We’ll send an email there. This email is going to be this getting started quick start. I’ll quickly pop in one of the template emails here. 

Once we use this, we’ll be able to define the links and so on. Here we have that email. They’re going out. That’s the first one. 

What I usually did was add a little delay – you could say 96 hours you could choose 72 hours. I’ll do for 72 hours. Basically, this is going to wait seven minutes and then they’re going to get it at the same time as the previous email, which is their opening time.

I do a few hours before that, and that’s nice. Wait 70 hours, then send the next email. The following email will be getting ready; here are your training lessons. This email is going to be a little different because they’re all different in the content.

Maybe one is an introduction. The next one is here’s some cool lessons. I’m quickly drawing out the blueprint, and then we’ll finish up the emails. This could be tweaked fairly easily later on. 

Usually, this would be sent out on a Thursday. You have a delay and wait specific time of day – there you go.

Time of day is something you can do. You can wait until that day. Let’s say we wait until Thursday. And I could wait until Thursday evening. I add a delay before that.

Let’s say they got the email on Wednesday, but now the next day you want to give a little cushion. You want to be more cautious here with the time waiting.

They’re going to get that email. You have to time it in your head. What if somebody gets this on a Monday, on Tuesday or Wednesday. How do I set that up…

I wait 24 hours or 15 hours because I don’t want them to get too many emails from me. Then wait until Thursday. If they got this on Thursday morning, there’s a delay of 24 hours. And then they get it the next Thursday.

That’s what we do. Then we’ll get the next email. That email will be about – hey, did you see the lesson?

If you didn’t see the lesson, then we’ll send that kind of email out. 

Follow this logic when it comes to building a plan

You can see I’m not doing any advanced logic. It’s like a stream.

That’s I think fine for an onboarding thing. You could do a lot of if-else, but usually one or two is fine on an onboarding. You don’t need to make it too crazy.

You can add some little fields. I could add a condition if this email had a link clicked on coaching, then it would go through these emails for all the coaching material.

That’s what you could do. 

If links are clicked, then I’ll tag them. Go to update custom field and our custom field will be coaching.

Yes, because they’re interested in coaching.

As long as coaching field is provided and then this does all the groups at the end. We wait and then we’ll move them to a coaching group. If it’s provided, we could copy them to the coaching group. But we can also do that here.

Wait five days, update field coaching, and copy to a group. You can see this one’s all linear. 

Here are some more great free training lessons – this could be another one that I could send out.

The hardest part of all

Picking an email is probably the hardest part. Writing emails is a challenge.

As you can see the automation, you’re constructing it and playing with it. What you do is you evaluate what’s working and what’s not working based on the numbers.

It’ll tell you how many sends and how many people are opening it. Maybe you change the subject line or an email. It’s what you do.

Mailerlite is a little bit slower of a system than Aweber. If you like speed Aweber is the way to go. If you like more flexibility, dynamics, and newness, Mailerlite is good to go.

It’s like a truck and a car. They both have their advantages. A car gets better gas mileage. A truck can fit more lumber. Well, what do you want out of life?

Here’s the same thing.

You can see the open rate slowly starts to die down later with time. That’s normal. That’s why I want to be a little more specific. That if they click a coaching link, we’ll tag them, update that and then we wait five days.

And then send them a bunch of emails. That’s the way I look at it. It’s going to take me entirely a bit of time to write these emails. But, when you have everything line up, it’s all ready and done.

If they click a link here on the coaching, it’ll take them to the coaching. If they click a different link, you could take them to another automation. And if they click another link, you could tag them there, and then it slowly creates its spider web of automation living and breathing on its own.

Let’s go together through onboarding

This is a basic one right here. You’re waiting, and then you have these emails wait until Thursday. I could even do it a little later to be safe, depending on when we release our emails.

Then here go wait until Thursday send that email. Probably add another delay in between these two because you don’t want those emails going back to back.

We could do three days here and send another email, and that closes out the onboarding. By then they should have clicked the link. If they didn’t click any link here, then you have to close them out as a dead list.

Let’s say you can define a condition of workflow activity. Was it open or not open. Had any links clicked at all.

If any of these links were clicked, then they’re good. You can see this is what you do overall with the flow diagram.

The thing is if any link was clicked then we’re trying to figure out how to move them from group to group.

You could move them from one group to another. In this case, we’ll move them from onboarding, and we’ll move them to our active list. The other thing you want to be careful about is to remember sometimes you’re copying people to a list.

If we move to a group because now their onboarding is done. Here and then I’ll go ahead and do an action update custom field – onboarding done. And that’s it.

Now you could add another condition if this wasn’t clicked. Well, what about the next one.

You do the same thing. Had any linked clicked which means they opened it and you do the same thing. You copy these things.

Now, you could do update the custom field, and this will be onboarding would be done.

We’re moving people that are engaged to our active list. If they are not engaged at all, then we update the custom field to dead.

That means we have a dead thing here. There’s also a probationary list that you could create. Try a couple more emails, but if they didn’t open any of that I mean you could move from onboarding to a dead list.

Then you can see:

  • are they opening any more of your emails
  • where you might still send out some emails here and there on to the dead list

But your onboarding is not tagged as done. And you’re moving into a dead list. And I may update the custom field as well.

You could see the logic behind it looks pretty complicated. But overall you can see had any link clicked or not.

You want to be careful with these conditions and delays. The thing is we already had a 15-day delay, and that’s why I didn’t bother adding the delay. 

I did this all at the end. 

The thing you can do is add maybe like a tag. If they did click a specific link over there, you could also tag them as far as coaching as I did earlier.

That’s what I’ll probably be working on here next. I’ll be defining that and then going and writing the emails. However, this is the baseline for getting started with Mailerlight and the automation parts.

It’s not fully complete, but you get the idea of what we’re trying to do. And basically where we moved all of these.

If we look at this on Aweber, you can pull up these emails and then you have to write out all of these things. Then paste them and link them up and then you could define triggers for these things if you want, of course.

If your goal is to see if they’re active, then you could do that. There’s a lot of things you’re throwing at them. Later on, you could send them different emails to see where they bite. Then figure out if they want some coaching or courses.

For now, if you’re trying to figure out if they open anything, then this is an excellent starting point. That would be the next step. Finish up the emails, then go back to the coaching thing and do that as well.

Build more automation out of this to funnel things out into creating things that work dynamically.

Final Word

I would recommend these two programs (Mailerlite and Aweber). They’re the best in terms of newsletters and customer service. They’re not always the best in terms of price and usability.

There’re always the pros and cons of every different system that you try. But these are my two favorite tools personally and if you want to check them out check out my resources page.