Ultimate Welcome Sequence Set Up
Okay, in this video I’m going to show you how to set up the Ultimate Welcome Sequence set up inside Infusionsoft.
I’m going to show you exactly how we trigger the know, like and trust sequence.
If you haven’t seen The Know Like And Trust Sequence Video then I suggest you watch that first.
The Ultimate Welcome Sequence Set Up In Action!
When anyone comes into the Ultimate Welcome Sequence Set Up campaign, we add the tag here, which puts them into the sequence. We also have a decision diamond here that, if someone’s already been through the sequence once, we pull them out. We don’t want to send them to it twice, and then ultimately, at the backend of the campaign, we’re going to be pushing them into the next sequence, which will be the nurture sequence.
Basically people will get triggered into here, we add a promo tag, just to make sure that they’re not disturbed with things like monthly or weekly broadcasts so that they can focus on the messages we want to send them and get them in that correct order.
If they’ve not been through the campaign before, basically they’ll go into this top swim lane here.
What’s The #1 Goal?
The #1 goal of the Ultimate Welcome Sequence Set Up or the know, like and trust sequence is to get them to book a call.
What we’ve done here is, basically again created another decision diamond. It’s three emails over three days, so we send them out daily for three days and the idea is, hopefully, to get them to push a call. If they have booked a call during that sequence, we’re splitting them every day here, that we’re changing the email slightly, because we don’t really want to have links to book a call if you’ve already booked a call.
Let’s just walk through inside the Infusionsoft campaign builder now and just show you exactly what happens. We have the trigger tag here. Immediately we push them into the trigger, we remove a tag, which is the start tag, which would push them in the first place. Then we add a promotion tag, just to make sure that they’re kept away from the main broadcast list. Again, we’ve got a decision diamond here, that if they’ve already started, and the tag, I’ll show you where that tag gets applied. If they’ve already started the sequence or been through the sequence once, they won’t get it again.
We go into this sequence now, and this is where we apply the started tag in the previous decision diamond, the decision diamond in here. Obviously, if they’ve been through the campaign, the tag gets applied and they’re kept on the record. If they came through again it would note that they’ve had the tag and then push them down here. So very straightforward, the first sequence. Then we go to another decision diamond to see if they have booked the call.
Let’s just go through the top sequence.
This assumes that they’ve not booked the call. You go into here. This is firstly the know sequence, and you can see here we’ve got an email just telling people about what we do, things like that. Ultimately we’ve got a link for them to book a call. Also at the bottom here we’ve put a soft opt-out, which I’ll come back to in just a second.
This is a really useful thing to get people to opt-out of specific promotions or campaigns without getting them to completely opt-out of your list. Let’s just go back and what’s going to happen is, it’s going to wait until five o’clock the next day and then it’s just going to, we have that time basically there because we want to give them time to book a call before we drop them into the next sequence.
So at five o’clock in the morning, they’re pushed forward and then, assuming they’ve not booked a call, they’ll get the next email. Which again, that goes at 10:00 AM, and you can see here we’ve got the email, again with a link to it. I’ll put the email copy in a PDF in this blog as well, just so you’ve got that for your own use to see what we’ve done. It might be useful for you to copy for yourself. One thing I didn’t notice here is, if I just go back into this campaign, this first sequence, I’m actually going to change that till 9:00 AM, just to give it a bit longer for people to book that call.
Always Have A Contingency
The other thing you may have noticed, or may not have noticed is, I’m using contacts’ time zones. When people come into our campaign, you can refer back to one of my other videos, anyone who comes into our funnels, we will take their contact time zone. It’s far better than we’re emailing them in their own time zone. Obviously a lot of our clients are in the US and a lot of clients may be in Australia. We want them to get this email or this to happen in their time rather than my time, because they may be in bed or whatever. I’m just going to change that to 9:00 AM.
We’ll go into the third one now, assuming they’ve not booked.
This is the light one. This is the trust one, which is more about what you’ve done for people and maybe links to case studies. Again, this is basically the last in the sequence before we drop them into our long-term nurture. So we’re giving them three chances. Tell them a bit about our business, what we do, how we do it, a bit about ourselves and what we’ve done for other people. That’s the whole point, it sends over three days to get them into that particular sequence.
Timing Is Critical
We leave that at 10:00 AM because basically they’re going to just now go into the next part of the sequence, which is we’re going to remove the promo tag. If they wanted to opt-out of that campaign, I showed you in one of the emails the little stop tag, then this will pull them out here, pull them right out of all the campaign. It would then remove the stop tag, remove the promo tag, and it should go back into there, and then push them down here to take them into the next sequence, which would be the nurture sequence.
If we now look if they have booked a call, so at any point in the three days they can book a call here. On day one, assuming they have booked a call, they would go immediately down here and get the following two other emails in this sequence. If on day two they did it, then they would drop down and get days two and three in that sequence. If they did it on the last day, they’d just get email three. We’re not giving links to book a call which is going to confuse people, and not really very professional if they’ve already booked a call.
Targeted Messaging Boost Response Dramatically
The emails are pretty much the same. I’m just going to change that to 9:00 AM as I did on the other one. You can see here, emails virtually identical. The only thing we have different in here, we’re not pushing them to the call, and we just changed the ending of it. “Looking forward to talking to you”, because obviously, if they’re in this sequence they’ll already have booked a call. That should go back out of here.
The second email, again, very similar to the first. Go through there, and again, it’s really just the ending we’ve changed. No links, just the same email but without links. It basically tells them about looking forward to speaking to them on the call. Then the final email, which is the things like the case studies, things like that.
Again, no links and we’re going to mention again that we’re going to be speaking to them on the call. It’s about them and to get them interested in to actually attending the call.
So again, we push them at the end and then what we do is we clear up all the tags. We want to clear up the promotion tag and then we just depart, apply, to push them into the next campaign. In one of the later videos, I’m going to be showing you is how we link campaigns together. One of the biggest problems that Infusionsoft users have is that they try and put everything in one campaign. What we like to do is have a specific campaign for one particular goal and have lots of mini-campaigns.
Small Is The New Big
Basically, it’s a lot easier to manage, it’s a lot easier to test and it’s a lot easier really, to see the stats where people are in your sales funnel. We like to get them into small little chunks of campaigns so we can alter them, we can push people in where we want to, we can get people to skip them. It’s not a big complicated campaign to do, which can be a real pain. So that’s basically the elements of the know, like, and trust sequence. If you’ve got any questions, let me know.
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