The most basic practice of email marketing is not sending a sales email to someone that has already purchased the product you are highlighting. This is super easy to do in Kajabi! And one reason I love all-in-one platforms – no integrations or hours of troubleshooting and testing. It all just works – because it’s all in the same system. So there is no excuse to send someone an email that would just annoy them – to them it looks like you just aren’t paying attention. I personally only try to pay people that are paying attention….
So what is the goal we want to focus our efforts towards?
The goal is to send fewer emails to everyone and the right emails to the right people.
Kajabi has strong email marketing functionality, allowing you flexibility and power over exactly who you send an email to.
If you are sending the same email to everyone on your list, it’s time to understand the different personalities of your audience.
Once you get specifics of who your clients are, you can use Kajabi’s functionality to its fullest potential!
First, you need to get details of your clients into Kajabi. There are different types of data to get, too. Earlier, I mentioned 2 different types: one has to do with a transaction, and the other would be based on who the client is.
Here’s a huge tip – Always ask for their first name!! Do this on every form opportunity. A big purpose of email marketing segmentation is to make the emails personalized. You want them to feel like a conversation – like you are speaking directly to them. If you have no first name, take away a point on personalization!
Let’s review a few data types.
Behavioral Segmenting in Email Marketing
A great place to get started is by adding automations into your marketing funnel emails. For instance, when someone clicks on a link in your email to a sales or opt-in page, you know they have some interest. That is important to know, and you can use that to speak more personally to them.
You can use the automations within the email functionality to tag them with the theme of that set of offerings.
Doing so allows you to send them a message more specific to people who you know like __________. (You fill in the blank.)
Transactional Segmenting in Email Marketing
Kajabi makes it a simple step to exclude those who have already purchased a product. You do not want to send them the email if they have already bought it, right?! There is a better fit for them from your offerings – or it’s time to make one. If you have a next step for them to progress to, you send them that information instead, when it’s the right time.
You don’t need to do anything to set that up – you just need to use take the time to exclude when setting up an email. One way is using a custom segment, like below.
Creating a customer persona is all about understanding your client, which helps understand what they are looking for. You can do this by asking questions. That can either be on a form, like a registration or opt-in form (this is where you add a first name in).
A popular method of asking questions is with a quiz, which may mean sending their answers into Kajabi through an integration.
You will store all these details on the contact record in Kajabi.
Kajabi contacts are a bit… messy, so it’s not where I would want manually/visually have to look at details about individual contacts. Still, when you can send an email to only those who said “yes” to a specific custom field, it’s amazing!
Multiple Data Points
There are times when you need to define the email’s audience with multiple different points.
So let’s say you want to send someone an email, but they need to have all these points:
- They said “yes” to that specific custom field.
- They have never been a participant in x course.
- They are tagged with x because they clicked to watch a video about x.
This example uses all three 3 data types we discussed above, and you can create a custom filter for this email.
But wait – Are you going to send this grouping of data points only one time, or is this something you can use over and over again?
If so, you can save it as a custom segment. Then, you do not need to redo it every time you want to send an email to this segment.
The people in that segment will change from month to month, or at least we hope so! New subscribers will say “yes” and click to watch the video. This will add them to the segment. But then, they will purchase x offering down the road and no longer get those emails.
There’s so much more to email marketing in Kajabi! We’ll dive in further soon.
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