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Email Acquisition
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Email Acquisition

In this Marketing lesson, I will show you the principles of capturing your customers email correctly, we learn about segmentation and identifying your goals. I compare real examples and I even do a step-by-step tutorial of how I do it using automations.


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Okay. Are we get in to emails you're sending, let's talk about first emails, acquisition. So how are you gaining these new members in the list? A common technique is just to include an email signup on the website or on the most important pages. You know, like the footer, like we did on our webflow course, you can also explore email generation through social media, sites like Facebook that have integrated forms in their ads or Google that lets you capture their emails directly.

Once you understand how you capture the audience, think about the actual email strategy itself. Start by identifying your goals. Now it's okay to have several goals. In previous courses we identified some customer segments, but those segments were actually designed around a goal that we had in mind.

So, a goal might be to generate more sales, increase signups for the event or whatever we're kind of selling or doing, make a list of your goals. And then make a note of the audience that will most likely fulfill that goal for you. The audience you identify will become a customer segment, and you'll load that segment into your email too.

From there, put yourself in the shoes of a customer. What do they need from you in order to take action? What would motivate them to follow through with the objective. You might find that many customers need a handful of emails before they'll take action. And in that case, you might design a campaign that has three or four steps before the big ask, as with most things short and sweet is key.

The content needs to be compelling, the subject engaging and the call to action of parents. The design shouldn't hamper the experience. If you're reaching a young. Extremely mobile audience. You might speak to them through the use of emojis. Whereas if you're targeting a small business owner, a clean and modern appearance might win out.

Now, another thing is you want to test your design on mobile and desktop because the good content might be lost. If the email doesn't load properly on your mobile device. So you want to identify how the consumer will interact with the email? Most of my audience are reading emails through their mobile device. So, using existing analytics to verify that believe will help you a lot.

Lastly, consider your timing. How often do you need to send your message? Is it best distributed during the day or at night? Or is it seasonal? Now, there's no magic answer here. You'll have to use your data to help you guide in this decision.

If you're just starting out with your email marketing, you might not have enough data or customers to fully understand the opportunities. So in that case, make educated guesses and stick to broad appeal offers until you've collected more subscribers. Now let's go ahead and take a look at how easy it is to capture emails using our demo page that we created on webflow.

All right, so let's go ahead and open up our form in Webflow, make sure we add a form name. We make sure the success and error alerts are ready to go. And the field names are also aligned to what the input or the information we're pulling. We're going to go ahead and click project settings. So we clicked on the forms tab.

And the first thing is, make sure you do a quick test. So you want to make sure you do a quick test and then check your email to make sure you get that demo or test email.

Once you do that, you can go back and just delete all those fields in webflow, save those changes and then publish our project.

The next thing is, we're going to create an account with Zapier and we're simply going to create a zap that triggers the information that's coming from webflow and we're going to send it to MailChimp.

So we're going to go ahead and use the trigger as Webflow and make sure that is a form submission. I've already created an account and set that up. So I'm going to use that as my account for string VR. Once you do that, you'll see that site name appear. And then also the form that we have created, if you didn't do the submit form, it's not going to let you do this test, so make sure you do that, so you get that first entry.

Once you have that, we can look up for the event or the action after which is MailChimp and make sure that you create the audience in your MailChimp account. So the audience settings and double opt-in is toggled on, click save. And now that audience is ready, we can go back to our Zappier and assign and update to our MailChimp audience.

So that one is just going to be the stream VR, the one we just created. We're going to add in or pass in the email from webflow and for the double opt-in, make sure that you have this false, because if you do it true, you won't be able to see the results on the test. So make sure you do that.

And also notice that you have the groups and tags. This is something about the segmentation we talked about earlier. Now don't forget to pass in the name, input field, and at the very end, simply click continue. Once you do that, go ahead and test this. Trigger. And if you get the success message, it means it's all ready to go.

The next thing is check also MailChimp to make sure that email is added correctly and then simply turn on the SAP so that you can start receiving all those information directly from the website. I'm doing a quick test right here, so you can see that any new email that's added, it's automatically going to go through Zappier.

And that's it. So if you go ahead and check out the MailChimp list and audience, you should be able to see this very first entry that I made on the public site.

All right. That's how easy it is to set up your email forms with Webflow and MailChimp. Cool.

I'll see you on the next lesson.

Coming Soon

Track & convert your visitors
Digital Media Masterclass by Neftali Loria

Neftali Loria

Author & Instructor
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