Name: Email Academy: Use Automations to connect, engage, convert
Uploaded: 2025-05-01T16:16:09.759Z
Duration: 1 h 48 s
Description: Email Academy: Use Automations to connect, engage, convert

Transcript for "Email Academy: Use Automations to connect, engage, convert": Good morning, good evening, and good night. My name is Thomas Seabury, and you are watching Email Academy, how to use automations to connect, engage, and convert. Ladies and gentlemen, I've got my favorite people. You hear me say that a lot, but that is because we got a lot of dang good people over here that work with us. And you know them. They are my favorites. First and foremost first and foremost, let me get to the good stuff over here. Alright. With the newly promoted principal product manager, Natalie Lynch, how is it going back from Europe? Feeling feeling quite, good. You know? I'm a principal now. Yep. How are you? She's gonna send us all the attention because she's a principal now. So Yeah. We don't use automation. So that's gonna gonna be the pun for the entire time. Yeah. Exactly. Exactly. Written up. Written up. Alright. And moving down the line, you receive her emails all the time from us over at Sinch Mailjet, The best email marketing manager in the world, senior email marketing manager, Julia Ritter. How's it going? It's good. It's good. Thank you. What a compliment. Hey. You're you're you're dang good at your job. Alright? The people gotta know. The people gotta know. You're an expert for a reason. Alright, ladies and gents. And moving down the line here. So, let me go on this up here as well. You obviously see our amazing beautiful faces and stuff like that. But I also wanna talk about our support team backing us up. We've got Anastasia and Efton backing us up on the support on the support side, answering some technical questions in the QA. And, also, we have Chloe helping us out, throwing some blog posts and stuff like that in the chat. So thank you for being here with us. Alright. Okay. So real quick. Yeah. We're talking about all this fun stuff with automations, why email automation is essential, common automation terminology, common automation workflows, how to set up your first automation, and tips. But I wanna read the room really quick. Alright? So that's that's my favorite thing to do lately. Let's let's let's roll a poll. Let's roll a poll, shall we? Alright. First and foremost, I wanna know, ladies and gentlemen, are you a Sinch Mailjet user? So I'm gonna throw it up there. Let me know if you are. If you're not, that's alright. Just just curious. Just wanna know. Roll a poll. What a what a one liner. Roll a poll. Yeah. Thank you. That's a good one. Sit on this We're gonna make it a thing. A lot. And you keep the poll, you go to the poll tab up above the chat. Yeah. By the way. And that's also where you'll find the q and a where you can ask us all the questions you want. You're so helpful. That's why you're the guy. Look at this split split fifty fifty. This is interesting. We love it. We love it. It's gonna be so fun. Good to know. Good to know. I'm in eleven. Okay. Okay. I'll give you guys just a few more seconds, and then we can move on to our next one because we got another question for you. Well, the second one here we go. Here we go. Okay. Man, it's still coming in. Yeah. For real. We love to see this. Yeah. We're just curious though. We're just curious. Mhmm. Keeping it dead even. I love this. Yeah. While you're if you've already voted, go in the q and a and tell us, any burning questions about automation so we can be sure to answer them at the end. Okay. So that way, you know, it's already done. You got something on your mind? Tell us. Alright. Alright. Okay. I think that's a good good little it's good stopping point right there. Alright. I'm a go and stop sharing that one. Okay, ladies and gentlemen. Go ahead and close that poll. Alright. Next question. I wanna know. Let's see. Wanna showcase how you're succeeding with Sinch Mailjet and that feature email academy session? Would you possibly wanna come on to email academy and talk about your success story? The big one. Yeah. I love the I love the nose. Alright. Just immediate honesty. We love the transparency. You do not have to present. Or you don't have to be on camera. We would just like to hear about your success with Sinch Mailjet, how you use it. Just wanna learn from you too. Yeah. You do not, by any means, need to come on and do this and talk to us. True. True. Yeah. We're not gonna force anyone to talk to us. I love them. Straight nose, so love being on it. Guys y'all are fun, though. Y'all are fun. And if and if anyone did have the, the pleasure of hanging out with y'all, that it it'd be a good time. So don't worry. Not a ton. You got some you got some maybes and and and a yes, so good to know. And we got a yes. That we got one yes. You'll be hearing them. Take it. Not us. That's right. Less intense. Oh, man. Alright. Well, I'm gonna go ahead and let our amazing presenters go ahead and, take it away from here. I'll see you guys for q and a. But, yeah, let's learn about automation, shall we? See you in a moment. Let's get to it. Alright. So we're gonna hop back into our agenda for the day, why we're here, why email automations is essential. We're gonna talk about some common automation terminology and some common automation workflows, And then we're gonna get into how to setting up your first automation and tips for optimizing workflows to drive even better results. Yep. So, yeah. That's that's what we're gonna get going with today. Onto the next. Yeah? So Yep. Anyone out there wondering what an automation is? You've come to the right place. Email marketing and automations, they're a tool that are used to automate tasks, emails, and other updates within an ESP typically or a marketing related platform. So you can automate different aspects that you would normally be manually doing that helps free you up for, I don't know, analyzing more segmentation, more personalization, and and overall improvement. So they're just a great tool to automate some of those tasks, make your customers engaged, to nurture them, and to ensure that you're not missing out on any right moment. So let's take a look. Automations. They are the emails senders not so secret competitive edge because we know they exist. We're not gonna lie about that. But let's, go look at the essentials. Why are they so? Yeah. What is what is the competitive edge. What's the competitive edge to automations? Well, they save you time, and who doesn't need time saved? I could use some time saved right now. How about you, Natalie? Yes. I really could. I really could. Yeah. They also they help us consistently engage with our audience, which as we know in email marketing, in marketing, it's really important to be engaging our audience, so that consistent engagement because we don't have time for every send. Automations really steps in and helps us Mhmm. With that. They also help us to personalize and customize that email experience so we can create workflows that connect with our audience, get them information that they wanna know at the relevant time for where they are in the life cycle. We can acknowledge really important moments. Sure. Birthdays, anniversaries, other special events, like, I don't know if you have a giant feature release. And you can also utilize it to collect subscribers. So, more information about your subscribers that you can drive that personalization and you can get further with that right content, right person. It's not just for sending emails. That's a very common use case, but it is also available for updating contact fields. So, and and maintaining contact lists. So if we have unengagers, we can kinda move them around, auto unsubscribe people, updating, you know, see their favorite color changes and they wanna tell you about it. You can update that in automation. So that's kind of the overview of the essentials, and I'm gonna go ahead and let Natalie take it away from here. Okay. So before we really dive in, we wanna go over some common terminology that you're gonna hear with automations. This is gonna change from ESP to ESP. Everyone has kind of different terminology, but they're they all mean kind of the same thing. So you just have to learn based on, like, what ESP you're using or what marketing platform you're using that, has automation, what they call this. Pretty common. You're gonna hear, oh, yes. Thank you. Email service provider is ESP. Acronyms get people. So I know. The acronyms get me. Trigger. So this is something, like, concern is the inciting incident. So it's gonna kick off your automation. What's gonna I know. I use in settings. What starts this process that keeps the automation going? So it's based on criteria or conditions that your contact is meeting, that your data is meeting, that are gonna make them go into this automated workflow. This could be they enter a segment. They have an a specific contact criteria. They perform an event, like, they sign up for something. They sign up for your newsletter. They change their favorite color to blue in your platform, something like that. Condition criteria attribute. This these are, like, the main components of a lot of things that you use for email. So it could be, again, character contact attributes, lot of c's in there. Character or contract, contact attributes or properties. They can also be behavioral criteria. So if they recently opened an email, if they recently unsubscribed, things like that. You often use these components and triggers, in filters, in segments, which we'll get to next. So they're like the building blocks of these other elements, that go into email and automations in general. Segment. This is a smaller section of your larger list. A lot of us use segmentation all the time. It's good for engagement, good for deliverability. Based on specific criteria or conditions or attributes, I should, like, have, like, a funnel or, like, a, like, a the bone song where, like, this is connected to this and this is connected to this. You know? Write that down for be accepting that by end of day. The email autonomy song. That's a good one. The goal. So not just your overarching goal of your campaign, but a goal of an automation is what does the contact need to do? What does the person in your automation need to do to consider it successful? Do they upgrade? Do they purchase? Do they, click on your email? What is what's the goal of automation? Because that's how you measure a lot of people call it conversions or a lot of ESPs call it a conversion. Doesn't necessarily conversion is specific to your use case. So So just keep that in mind. Filter, this is something that filters your contacts out of your automation. So if they meet the criteria in your filter, they get removed or they can go down a different path. Sounds like what it is. Event. Again, this is gonna change by your email service provider. This is something that, it's a different you could import criteria this way. You could import contact attributes this way, via an event if they perform something on your website, in your platform. An event taken by that contact that kicks off automation. So that can also be a trigger. I know that's confusing. But, like I said, they're all connected. The timer delay wait step timer. So that's just a wait step in the automation itself for how long you want someone to wait before receiving something or wait before they, way before they get up their contact information gets updated, usually before an email, usually after an email. Again, it varies depending on what your goal is. Fallback route. This is something that if they don't meet the flow criteria in your main flow and Natalie can explain this a little bit further later. They have a fallback, which they're still receiving something, but or they're still getting updated in some way, but it's not the main one that you expected, the main path that you expected. Reentrance reentry, cadence, frequency. Those are how many times or when can a contact come back into an automation. Is it immediately? Is it within a year? And what is the reentry criteria that they have to meet to come back back into the automation? So just keep those things in mind. Especially, you don't want someone to leave and then the frequency be daily, or never, you know, and if you want them to receive that every day or do you want that contact property to be updated every day, that's up to you. But that might be a little much. Exit when they leave. When do you want people to leave? You can put an exit anywhere. If they don't open an email, get out of there. Or I'm just kidding. You don't have to do that. But, you can put this exit anywhere in the automation, basically, Based on, again, what your goal is, their behavior, just at the end, once everything is done, up to you. So many different terms. So many different terms. A lot to remember. Like I said, with your email service provider, read up on what they use so that you are using your own terminology. But I think I tried to cover as much general. I'm trying to include it as much as we can. I think the the best thing about most of these terms is they fall in line with the real definition as we use them elsewhere. And ESPs are pretty good at, like, displaying it. So Yeah. Alright. Cool. Well, whether you're building one from scratch or using an ESP's automation template, either there's a few that you should be aware of. Where you go through them all definitions. So and, obviously and, like, as an email user, you've probably been put in a lot of these automations from other brands. I'm definitely in a lot of welcome morning sequences, which are when you sign up for a newsletter list or you sign up for a new product. Most like like, think of if you sign up for a 20% off, for ecommerce, you're probably gonna put put into, some sort of welcome, that, you know, you then get an email that says, here's your 20 welcome to the list. You're now getting 20% off. What do you think? Onboarding, that would be, more for, like, welcoming someone to the your product, to your platform. It's kind of more of a nurture sequence. A welcome email is part of an onboarding, but it kind of walks them through what they're gonna experience with you. Right, Natalie? Any notes on that? No. I mean, I I think the one call out I'd say is this is after the double opt in, so that's not gonna be part. Like, it's like you've double opted in and then you're getting that, like, hey. Welcome to the list or, like, thanks for joining, and then you start getting the emails that trickle in. That's when the the automation is gonna kick in. Yeah. And this kinda takes care of things for you. Like Natalie said, automations take care of the personalization and the timing for you. So, if you were to like, an anniversary birthday email, you don't need to send some you don't need to monitor. Okay. Natalie's anniversary is May 1. So every day every year on May 1, I need to go email her. You can make it more personalized, but in an automation so that it's done for you every year and you're retaining a relationship with her. But, it's I'm trying not to look at the phone song. But it's still taken care of and automated and made sure that Natalie knows that you're acknowledging her anniversary. I'm ignoring it. My favorite time of the year is, like, the week before my birthday going in and finding, like, all the little freebies I get because people do it. And, like, I I subscribe to a lot. I'm in the business, so, you know, I'm there. Yeah. But, gosh. The freebies you get on your birthday, and those people are using automations, and people know about it. So Mhmm. People know that. Yeah. And I don't care that I'm in an automation for those anniversary emails. I really don't. Keep it coming. Abandoned cart but also abandoned scenario. This is, not just don't think of abandoned cart just for ecommerce. It could, it could be, for any industry. If they abandon a task or abandon your website or abandon just leave. Stop whatever they're doing or what you want them to do. You could follow-up with them, to prompt them to pick up where they left off. And some of us need that reminder. I know I do. We talked in the last email academy, and I have the, I have the link in this I'll provide it in the chat. But, yeah, it's also called a win back. You could, I think, like, the most successful, abandoned scenarios or win backs is within an hour. And then, like, it starts to drop off after that, which is really interesting because you think, like, oh, an hour that's you know, it may seem kinda quick to you as an email sender setting this up. It might seem annoying to you, but it's it works. So I mean, how many times in the day are you doing something and then you get an exam or you get an email and then you do that and you're like, wait. What was I doing? I live by these reminder emails. I know they're coming, so I almost, like, let myself forget. Yeah. That's so true. That's so true. You let yourself forget, and sometimes you get discounts if you've been in that scenario. And you're like, oh, wait. Come back, and here's 10% more. Here's a drink. Okay. Another drink. This is a way to keep in touch with your audience using a steady cadence of emails. So not just like a set it and forget it, but, you're using content you think they'd enjoy. You're keeping them engaged, and it could just be something and, like, you could do it based on their behavior, and kind of modify it based on their experience and interactions with your website, with your other emails. So just a way to keep in touch and keep them engaged with your brand. Contact property update, like we said, automations are not just for, emails. It could be, you know, they take an action. You say they visited this most recent website page or web page, and you update it in their profile. Or they update their profile on your website to my favorite color is blue, and you update that in your ESP to use for later. Exactly. And are there gonna be examples here? I think you're gonna show a good one later. Yeah. I mean, I think this is, like, the most common, like, the basic where you start. There there are so many specifics that you can use with automations that are gonna be so industry related. I recently used automations for onboarding a beta feature, and it was really awesome because, essentially, I could go out and I could ask people, like, do you wanna be a part of this? And when they said yes, I would update their contact property, and then they could get a series of information. So they weren't waiting on me because we're distributed across time zones. And it was such an easy way to do it instead of having to, like, manage the tasks. Very specific to, like, what I do. So there are so many like that. But yes. Yeah. I think that's a good point. You could use it for internal tasks. That's obviously, I'm I'm an email sender, so that's what I do. Like, that's where I lean toward, but that's a very good perspective because, like, you could use it for team reminders to nudge people to do something. Mhmm. It's a good idea. And lastly, the reengagement. This is, again, another type of nurture, kind of a win back, but this is for people who have gone dormant, who have kind of, like, stopped engaging with you. You can use this as a way to, like, again, win them back, kind of get them reengaging with your content. And if they don't after a certain period of time, you could unsubscribe them, or, like, send them a final email and say, we tried to contact you. We don't wanna keep being a bother in your inbox. We're gonna unsubscribe unless you take an action or unsubscribe you unless you take an action. So it's a good way to see if people will do it or see if you can win those people back based on new updates or what's going or new updates in your industry, things like that, new sales you have going on. But if they're not gonna be interested, that's okay. You wanna get those dormant people off your list eventually so that you're because it impacts your engagement your engagement metrics. You know? Okay. Natalie, time for the fun stuff. Uh-oh. Uh-oh. Uh-oh. So how do you set up your first automation? Very carefully. Yeah. So I think, you know, there's a lot of terms. There's a lot of things to remember. We've said, like, you have to think of a lot of things and but I think when you're getting in there to we all get decision fatigue, step back and start with your goal. I think everything in life should have a goal. Right? I'm gonna walk to my coffee machine. It's the goal of getting coffee. But when you're setting up the automation, really understanding what you want the outcome to be. Like, what is the goal? Is it onboarding your users? Is it reengagement? Is it, you know, making sure you touch point with them at a special date or a special time to them or to your business? That goal high level is very important because it's gonna help you trickle down every decision you need to make in your automation from there. The next, I think, crucial decision you really need to make is to select a start trigger criteria. Is this that what did you say earlier, Julia? The inciting incident. The inciting incident. That sounds like chaos, and I love it. It's just like It's, it's like a a book term, like, when you're writing k. The inciting incident. I like it. Yeah. I I've been referring to it as your, you know, insurance criteria, but I like concerning incident. It sounds chaotic, and I'm about that. So I think that's really important. It really depends again on that goal. It's gonna help you define that. So we're kinda trickling down on that that flowchart we keep talking about that we don't have. When you when you define your starting criteria, you're then gonna define your audience. Right? You're gonna say, should your audience be new subscribers because welcome for me. And then you're gonna start building out that flow with timing in mind. And then we're gonna test, we're gonna optimize, and we're gonna repeat. Just because it's automated does not mean it is dead. Right? Like, it's it's not done. It's Right. It's not we're not setting it and forgetting it. We're gonna set it. We're gonna take a break and, we're gonna look look back at it and optimize it. Chats are so distracting. Okay. I know. We have tips for optimizing this. So this is not something you get no automation is something you just leave and then never look at again. Like, that's so, set and forget is not let's get that out of our brains set and forget. We're not gonna set and forget it. We're gonna set and optimize and repeat it. I was going to, like, wash, rinse, and repeat, and it just, like, didn't come through. I was like, how do we contest, optimize, and repeat? Like, wash, rinse, and repeat? Yeah. Automate, review, and repeat. I don't know. We'll work on that with the bone or the email anatomy song. Chad, I have a very important question for you. Take this seriously. What is your favorite movie makeover montage? Throw it at What's your favorite movie makeover montage? We wanna hear it, because we recently went through my favorite makeover montage here at Sinch Mailjet, and we're gonna show it to you in the demo because, we just redid automations. For those who do not know, it's a brand new experience, and I'm excited to share it. We're so excited. Not a single movie montage. Alright. Alright. Alright. And does no one want movies in this chat? Oh, pretty one. Okay. Pretty that's a good one. Yeah. That's a very good one. Yeah. We were asking everyone before we got on. And, Miss Congeniality, that is a really good one. I just watched that a couple weeks. So for the first time in a long time. Okay. No. In a long time. And so good. Why isn't it letting me screen share y'all? No. No. It's funny. Well, you have to stop sharing here. Right? And then Oh, there we go. Thank you. So someone asked, are we gonna do a live demo? And you bet we're gonna do a live We are. That's what we we're gonna do it right now. Favorite part. It's our favorite part. Alright. So we just redid our automations experience. We really wanted to make it simple to use, drag and drop, and we're gonna walk through these steps that we've been talking about. So this is your entrance criteria, your inciting incident. We're gonna kinda go through one of the most, obvious ones that we have on almost all use cases is that welcome. We wanna make sure we are welcoming users to our the journey with us, like, come join the journey. So as you can see, I'm I'm defining my start block. I applied a name to it. It's a visual element that helps me see later what exactly I was thinking. And then I applied a contact list. So this is new subscribers, and then I filtered it down to favorite color because we're gonna target specific people who have a favorite color and that favorite color happens to be my favorite color, which is green. And then I start building it out by drag and dropping these blocks. This visual element that you can play with, you can delete, you can move around until it feels just right. You don't have to set every condition right away. I think that's the most important thing with kinda working this flow out before you go in there and get all the nitty gritty. You know, do the rough draft, see how it feels. What does it look like? Does it make sense? As you get in there, you can start defining your criteria. So you send an email, and then you wanna wait three days. You only want it to send on specific days of the week, only specific times of the day. You can send by time zones. That's a great question. Send it to the q and a. Sorry. Chat, I should just close it. You can then create conditions. Again, I went from favorite color, so so you can create that fallback path. Anyone that doesn't have it set a favorite color or doesn't have a favorite color set is an empty set can have a different experience. So maybe they're not getting emails that are all green. You can, again, with your conditions, create that customized audience. This really allows you to have that personalization in your emails that we're always looking for that drives engagement. That personalization is created through segments. It's created through defining your audience at every step. So, again, you can build up those conditions. You can make those decisions. You can update those contact properties. So as you can see, I'm putting in here they've received the three emails. We're saying welcome complete to true. This will tell me when I'm looking at my contact set that they have completed the journey. So this is for them, but it's also for me and my data as they optimize my strategy to understand where my users are in their life cycle. You can, as we talked, talk about that reentry. If you want them to be able to reenter or not, say, you know, they're new subscribers, but they might unsubscribe. So you want them to go through it again, or maybe you want a different experience and you're gonna set up that condition elsewhere. I would say once you've got all those criteria set, you can really start filling those emails out. I'm not gonna take you through that whole process right now because it's a whole different email academy, but we've got plenty of those. You can really get in there and see what each looks like that each step and what that user is experiencing as you build out this workflow. You can see, you know, what how each user based on their criteria would go, the what the fallback criteria does, what it doesn't do. Check out the emails before you're really ready to activate this. And as you can see, I I wanna do a specific call out. I updated people to a VIP contact list. This is not, something that we wanna do in practice if you are having people subscribe to very specific events. Mhmm. So if you're managing your contacts and you're sending newsletters or promotions and you're having them opt in to that specific, don't move them away from those contact lists. If you're having them opt in to a, like, a newsletter and you also are managing contact lists in a different way, you can manage how users are living within lists. From my account, I manage all contacts and do everything through segmentation because everyone's opted into the same consent. So once you've really built out that journey, you just find your emails, you have your goals. You set when and where they're gonna receive this. You can take a look and you can publish it. Once you've published it and it's live, you can also then take a look at the, statistics and make changes as it goes. Right? I have to I'm sorry. I'm gonna click on this. My favorite thing about this is there's also a test feature before you publish. Right? I mean, soon. To a fraction near you. So we're getting there. We we really wanna be able to get users to be able to go through the flow themselves and understand what this is like. So you can send these emails to yourself. You'll also as you have these journeys, know where people are in the journey. This is a feature that Sinch Mailjet is really committed to building upon. So we've released a brand new experience, but we're never putting it down. So keep your ears and eyes opened or, I don't know, your inbox is subscribed to Julia so that you know all of the fun updates. There again, you can once you publish it, you can still go back and make changes as you see different things or maybe you you see a new use case or you need to update it because something has changed, and then you can republish it. From there, you can make the decision as to, you know, like, if the people are in it, we'll experience it or if it's only new people. Lot of decisions, but once you lay out that overall flow, you can start optimizing. So, yeah, this is this is automation, Julia. Aren't you excited? I'm a big fan. As a big fan of automation, this has always been my favorite, part of email marketing in general. So I'm a, obviously, a big fan of, everything that's coming to Sinch Mailjet Automations. Well, and our already is because this is now live in the platform. So it's very exciting. I think it's crazy to talk about that because we've been working and building and planning and scheming. So it's awesome to say it's live. Go check it out. It's a part of our premium trial. So for those of you who said no, you're not a Sinch Mailjet subscriber, you can you can sign up. You have a premium trial. You can use it for thirty days. Check it out. Send us your feedback, your thoughts. I'm excited about it. We're gonna continue building on it. We wanna make sure email marketing and journeys are easy for you guys because there's a lot of words. There's a lot of decisions. We need to simplify that. I'm gonna stop plugging my own feature release because I'm just so excited about it, and we're gonna get back to the overall question, of automation. Yes. Exactly. Go try it. I'm so excited. Yeah. I'm I'm so excited. I'm really excited to hear everyone's feedback about it. So very go try it. Let us know. Let Natalie and I know directly. It'd be great. I also love the point you made about, how it's not just it's not just for your automation and your updating contact information, but it's for future segmentation, and for your strategy. You're constantly improving your own strategy while you're also giving your customers the better your audience, the best experience. So, I think that was really a great way to say that. I I constantly, like, currently, always is mad at past me for not thinking about data optimization and data collection and how I can you know, data driven decisions is such a buzzword these days. But, like, I'm always like, I wish I had more data on that. And I'm, you know, it's kind of my fault. So I'm always thinking, like, data, how how is this working for me to optimize, to engage, to build? Well, speaking of which, didn't even plan on that good of a transition, but here we are. Okay. So how do you once you have an automation going, how do you see if it's even successful? How do you see if you need to are you reaching your goal is basically what I'm asking you. Or how do you know that you're reaching your goal? And if you're not, there's some ways you can mix things up, see how, you know, what else can be successful for you. So AB testing, you know, all know I love an AB test. You can, AB test emails, the journeys themselves, subject lines, CTA buttons, designs, or content. But just keep in mind to only test one element at a time. So when it comes to journeys, you could do the same content, but just different timing. Someone asked, like, what's the perfect cadence of emails, three days, a week, a month. Test that out. See what happens. Or maybe a rearrangement of the emails. So say you have three emails, and then the last one is doing better than the first or the first one is doing better than the last. Switch those around. See how that's working for the overall journey of your, contact. Subject line is such a hard one. Yeah. Is such a hard one. Like, I just my I just always try to keep in mind. Don't be annoying. Just don't be annoying. Yeah. Yeah. Keep an eye on engagement to see if you're annoying. You know? It's no professionalism of being annoying. So, when it comes to setting subject lines, emojis, questions, more personalization, obviously, that's like any other email campaign, but I just wanna throw it out there. Call to action. And I'm not just talking about, like, a CTA button versus a link, a link text, whatever. You could do, like, the actual call to action of the email. Is it just more education or you're trying to get them to sign up for something? Even though it's it could be similar content, but what you want them to do at the end of the email, the goal of that specific email could be different. And like I said, timing. Because you never every industry is different. Every strategy is different. So what works for me and what I can tell for me, it's not gonna be the same for you. But, of course, if you wanna provide your specific use case in the question and answer question, we can hopefully give you some more guidance, by the way. When you're analyzing, engagement, is there a point in automation where engagement's dropping off? Are do you have 10 emails over a year and they are people around email five clicks are significantly dropping. They're just kinda getting sick of, you know, these. Why do you think that is? Do you think that it's because they're spaced out too much? There's not spaced out enough. Could be the content isn't resonating with them. So you test the you can test more content. Consider what could be the cause of that engagement dropping. Which email is receiving the least amount of engagement? Maybe, you know, it was one email that they did not like, not really getting resonating with that audience. And so they're like, forget it. I'm just gonna unsubscribe here because that that didn't hit with me and that's I'm out of here. Traffic control and frequency. Someone asked at the very beginning, is there too many automations? Is there such thing as too many automations? You got that is a good question. You gotta look at traffic control and frequency. Are multiple people or is one person gonna be in multiple automations at once? They gotta work together to kind of not all send on the same day. And then if you have contact property updates or data related automations, you have to make sure that they're not conflicting in any way so that, you know, the same field isn't getting updated in two separate automations. So you kinda have to be the odds of everything and make sure all the puzzle is all fitting together and not just, okay. This one's over here. This one's over here. Let it go. We'll see what they could conflict or cause or cause your emails to be annoying to the end user. So, anyway, I can go on a lot about that. I love traffic control. I'm always looking at because, oh, yes. It happens to everybody, sometimes too much. When do recipients engage the most? That email's the most successful. You know, maybe that's the content you need more of or the type of design you need more of. It could be anything. So just use that to your advantage. The overall journey started messaged exited exited metrics. When you're looking at this, I'm trying to remember what I wanted to say about this because this is important. You don't wanna just look at individual parts of your automation. You wanna look at the holistic view. How many people are starting? How many people were messaged at a certain period of time and exited? Are people exiting more than they're messaged? Because then they could be exiting too early. And why are they exiting too early? Is it a problem with your automation? Are they unsubscribing? What's the root cause there? So you wanna make sure that you're looking to make to see that the journey is working constantly, and consistently, I should say. I look at ours every day to see if there's, like, a drop. Did my data come in correctly? Did didn't like, is everything flowing as it should? Mistakes happen. People we're human. We're working with technology that is not always on our side. So just I was just to say it's like it's one of those almost like it's kind of a good screen test for your own systems too. Right? If you all of a sudden see, like, a a wild dip in something, like Yeah. If you're not monitoring that, you might miss a mistake. And this you know, it's it's it's nice to have that screen test. I know there'll be times when I'm like, hey. This happened. Did you see anything here? It's great. It's a great data source for ensuring that your strategy is up to date and flowing well too. Yeah. Exactly. So many uses. There's so many uses to automations. Yes. So many it's yeah. It's the competitive edge. That's the secret. Okay. And then last thing I'm gonna say about this, like Thomas said, put your queues in the q and a tab for some a's. The other data you can use is audience related data that you may not have access to. So I'm gonna give an example. Natalie and I work very closely together. If I see some if I see people dropping off in our onboarding series, I'll go to Natalie and be like and say, you know, what's the experience around this? People are signed up for two weeks at this point. What are they usually doing in the Sinch Mailjet platform? Maybe I'm not sending them the right information at that time. So you wanna use the other teams around you to kinda give feedback about your audience's experience with your platform, with your website. Use your resources because to influence how your automation can be fixed and optimized for your audience. Like Natalie said, same for data related automations. Always double check that you're receiving the correct information. If you have new events coming in, make sure they're working properly, test it yourself. It's also it's vital information for the opposite side. Right? She's saying she'll come to me, but I'll also go to her and say, hey. I am getting this feedback. What do you see on engagement? Like, what are you getting? Like, talk to me about this. So it helps just make your product, your service, whatever you're doing just a little better every day, by staying really engaged with those that the automation without having to manually hit send. Exactly. Yeah. It looks like we're fans of automation. It's almost like that. Yeah. Almost. Weird. Yeah. And don't forget that, like, your automations can bounce off one another. So once they complete a task in one of them, they could bounce to a different one, based on what they did in the first automation. So it could be again, it's gonna be this constant web a little bit, but that's where the traffic control comes in. Automations do a lot of work for you. You're just gonna, you know, find the best way to make it work for you. And we are here to help with that. I know this was a lot of basics and, you know, that which is what we need, the fundamentals, but we're always here to keep the conversation going, when and with that. Natalie, any other notes on this before we go to q and a, I think? No. I mean, I think Julia and I are very good at keeping conversations going. So, you'll hear more about automations and movie montages from us. But in the meantime, I think we get T Bird back up here for I think it's I think I think q and a q and a or automations. Which one's higher? Which one do you like more, T Bird? I don't know. I think I might like this more. I don't know. It's just way Oh. That'll be automate q and a. Kidding. Yeah. I get it. I get it. Alright. Alright. Cool, everyone. Yeah. It's q and a time. So make sure you throw those questions in the q and a tab so we can take a look. And, also, make sure to upload the ones that you really want answered so we can make sure you focus on the last fifteen minutes of this time. So Natalie and Julia and I will take a look now. Let me see here. I see some questions coming in the chat. Don't forget to put those in the q and a tab. Let's see. So we see them. I can move some of those over too. Thank you. Gotcha. Just trying to okay. Lots of good stuff in here. Mhmm. Not a lot of upvotes in there. We got a sleepy town today. Sleepy audience. Yeah. Sleepy audience over here. Yeah. We definitely know there's a holiday going on on half half, half across half the world, but we're glad y'all are here with us. So Important question. Are we recording this? Yes. It will be you can come back here in an hour and the same link and, view the recording, but you cannot we're all sending it to you tomorrow via email. So Correct. That's an automated email, actually. Okay. Spoiler. Spoiler. Our not so secret weapon over here. Oh, man. Alright. Let's see here. Now, Julia, is anything sticking out that you wanna pick first? Yeah. Oh, you you got one? I got one. Go ahead. Knowing that non where's the where's the the share button? I'm on the wrong thing. Now knowing nonhuman interactions come through for opens and clicks, how do you strategize effective filters for steps? Well, I would say there's Once you hear it from an EMP Yeah. I hit an image in the HTML segment by hitting an image, and those are your bots for the most part. Yeah. Or you could use an ESP, and I would Sinch Mailjet, that filters bot engagement out for you. Yes. Sinch Mailjet does filter out the bot engagement for you, and then you would know from there, who they are. I think it's a good one because when you're looking at those those statistics, that's always something to look at even on automations. Campaigns, automations, keep this in mind. Yeah. Yeah. Bots are out there. Sorry to say. Yeah. They are. Watch out for them bots. They're out there. They're out there. Alright. Moving on. Thanks for that one, Eric. K. I'm gonna share this one. How do you create the trigger on the website? For example, when the user clicks the button link, it will trigger the automation. That's such a good question. Thank you. So there are, often with email service providers, a code that you can take from the ESP that and put it into your website that then will, talk to each other. So then, on the contact property, it shows as an event usually or something like that. On the contact profile, it'll say, Julia visited this blog. And then you can and then you could either do an automation that says whenever a user visits this blog, send them this email or update their contact information with this. Or it could be visit the web page in general. It could it could be as specific or as general as you want it. There's so many of these. And, yeah, it's just it's essentially you just connect your two your two services and they kinda talk to each other. The technical side is a little bit more complex, but most ESPs have a very simplified process for you to connect it to. And that way that, you know, your site can send the information to your ESP, then that will process and send the email. Right. Gotcha. Gotcha. Awesome. Thank you. Thank you for that one, Phuong. Alright. Moving on. Oh, that one. If you have to cancel the old copy and edit the new one, how do customers continue where they left off versus going through the journey again? I have a handoff actually. You want okay. So, alright. I think that depends also on your ESP. You should ask, or you should look into your documentation because everyone handles this differently. Like, I know Salesforce, does does differently than Sinch Mailjet, does differently than Customer IO. So it just depends on your use case. I'm sorry. I'm so I can't really give you the best answer, but okay. So say copy and edit a new one. How do you how do customers continue where they left off versus going through the journey again? So if they're already in the journey and you edit an email I'm thinking this is an email. Do you cancel no. You're canceling a new journey. I'm so sorry. You canceled the journey. Copy and edit the new one. How do customers continue? I don't think they will. I don't think usually that they will. I think you have to because it's a one time event that you wanna set up a new thing. If that's the case, then you could probably set a contact property that's, like, they're at certain criteria so that you could trigger it. If you're doing it on the regular, I would say you should utilize, an automation platform that allows you to edit the current one so that you can, like, just put an exit where your old one was. You can kinda historically still have that while still maintaining it or put a lock on it so no new users can enter Exactly. And then create your new one. Like, put a lock on it as soon as you're ready to publish your new one so that you don't have anyone halfway through. Right. Because otherwise, I think it gets messy. But most EFTs will allow you to, like, lock an automation so that no new people get in. So you can create that brand new one. You can duplicate it, create it, and that way, everyone who meets needs the star box criteria, if it's the same, will then experience it. Yeah. So it's so which is, like, the current one, people would flow through the rest of the workflow, most likely. Yeah. Or No more entry. No more entry. In the new one door. You could sometimes pull them to a specific point in automation. You can have them skip steps to where they left off. That is a little bit more complex. Yeah. But it's possible. So it just depends, again, on your ESP. Again, if you wanna Yeah. I can send me email. Clean the solution would be to to lock the old one and then Yeah. Duplicate, edit, and then publish when you lock. Yeah. With, Natalie, Sinch Mailjet automations, you can edit live once. You don't have to, like, stop and edit and create a new one. Yep. You can edit while it's going. So you can edit it, and then as soon as you're ready to publish that version, you do so. So, yeah, you can definitely do that. However, you're updating an email in an automation, like, my brain was originally going to. None of the people who've already passed that email are not gonna receive that updated email, but the new ones will. Yeah. Anyway, thanks, Kevin. I'm so lucky for a ramble. We have so many ideas on this. I know. I like this one. From Ben. Do you want me to answer it or you I think you should answer it. What are you what are your opinions? Abandoned basket reminders. So they have given you their consent already to read emails from you if you have their email address for abandoned basket reminders. So in some way, they have signed up for 20% off. They are logged in as a user, or have an account with you. I think your that list is separate than your blog newsletter list. So, you have to be specific of where your data is flowing from and if you can email them or not. Because if they're in the abandoned basket flow or abandoned scenario flow, we should say, they've most likely given their consent in their consent, or I would hope that they did, before since you have that contact information. That's the key. It's how you're collecting that contact. Are you getting consent to send? If you're getting consent to send, then, yes, you can. If you're collecting that contact without the consent to send, then probably no. Let's not do that. Let's not do They probably know. I mean, let's let's just know. Yeah. So it's it's I think it's it comes down to how are you putting that content. Yep. Contact. You pick one. So I just keep picking questions for you. I love this game. I'm about it. I'm about it. This is this is on edge. Julia, it's this one. I'm looking through, like let's see. How do I send her on the spot? No. It's just, like, a lot of them have been answered, already by support, and I love that. Yeah. I mean, we can highlight ones I've already been sent to. Yeah. Can you choose? Someone asked, can you send by user's time zone? I will say every every EFC has a different way of handling this. The way I've done it across even when I competitively test is your your time zone is typically stopped by your account. And since you can control your conditions and you know the time zone so I'll just set it to send at 3AM my time, which is 9AM in Yeah. Paris. Right? So that is how even if it's not a specific feature that's offered, you can create that if they allow you to set the time of send. And I think it depends on how your EFT handles time zones because it it can be more complex or or simpler. But for me, I have my main regions. I know when I wanna send in those regions, and then I just do the math on my time zone to ensure. So I just want to throw that out there because it's not a specific feature of Neiljet, but you can't do it. You can also set time of day. So if you want it to be 10AM on a Tuesday or not on a Sunday. Right? So keep that in mind. I'm a very creative person. And if you wanna submit that feature to, Sinch Mailjet, we can, highly consider it. So make sure you go to feedback.mailjet.com. I love the plug. I love the plug. Natalie, I'm gonna send this for you. Is there a limit to how many contacts can go through a workflow on Sinch Mailjet if the workflow doesn't have any emails in it? No. There is no limit. No. I mean, obviously, we we definitely monitor for abuse. Right? So we if you're updating a a million contact properties in one moment, something's probably going wrong and it's continuing to happen. And we're probably gonna reach out to you and be like, hey. Was this intentional? But, no, for any valid use case, you we are not gonna limit your ability to do this. So we want you to be able to automate. Now automations are available on premium plans, so that is inherently a limit. Because if you're on an essential plan, then yes. The limit's none. But other than that, no. There's a lot of valid use cases for non email automation. So we're not limiting that based on how big your contact list is. Mhmm. I see two more I wanna do so far. That's okay. Yeah. Call them out. Okay. Great. Natalie, this is a good one for you as well. So our company operates in the service sector, not in ecommerce, and we send monthly discount emails to approximately 20,000 subscribers. Wow. To avoid overwhelming our call center, we don't wanna send an email blast to all subscribers at once or to multiple segments. Instead, we wanna gradually send the emails over the course of several days. How can I set up an automation that distributes the send volume over time? Yeah. Honestly, this is such a cool question. I saw people kinda, like, getting their feedback in the chat, and I love that because we've got a lot of email marketers here. And I think the answer to this is going to be very specific on what you're trying to accomplish, for your industry. And if you wanna reach out to me on LinkedIn, I would love to talk about this because I think it's super fun. I saw there is, like, segmentation use cases, and you're trying to optimize against that because I segments can get too large. So I think building in delays based on specific criteria is probably the best way to do it, and that that's a great automation use case. And I would love to talk to you about this. When you're looking to delay those sends, I think those timers, you can do them on, like, contact properties. You can do them on just, you know, basic time delays. You can do them based on, specific promotional events that happen monthly or yearly or just once. So there's a lot of timer options. Specifically, in Sinch Mailjet, I can't speak to, like, every ESP. But in Sinch Mailjet, we have a lot of different timer options that can help you optimize this. Okay. So and like I said, I love being creative. So, yeah, if you wanna reach out to me on LinkedIn, I I think this would be a fun use case to walk through. Mhmm. Yeah. I could see it being everyone has, like, this attribute, like, send date. That's Mhmm. Big. But and then you assign it once, and then, like, every every month, it would be the same send date but for that user. And then so you wait until that send date of the month or something. Like yeah. I could see it. Oh. Could even do it based on subscribe, like, when they subscribed or, like, using certain algorithms. Like, there's so many fun ways to solve this problem. And I'm I'm a math nerd too. So email math, they go well together. Oh, not for me. Those two things. I'm the math. You're the email. Yeah. Exactly. This was a good question. Is there a guideline? If someone doesn't open x amount of emails, when should we set up an exit? Two consecutively? Three? I agree with Evgen here. There is no specific rule of thumb. It does depend on your audience. I would test this out and just see what kind of resonates with them. I sometimes, if I don't know, I will start with three nurture emails. If they don't open after three, I give them maybe two more tries, but I put them in a different segment so that I know that those people are the unengaged. And then I kind of mark them as unengaged and push them into an unengaged segment. So I think it just depends which is our favorite phrase in the email industry. But, it does. If you again, like Natalie said, if you wanna reach out to us and give us your specific use case, we'd love to talk about it, and we can kinda give you some opinions based on more criteria and more metrics that you have. My personal opinion as, like, a consumer, as an email receiver, if I get more than three, uh-uh. Uh-uh. Like, I am like, no. Like, I've ignored you. Leave me alone. It's yeah. Yeah. But sometimes, you know, like, if you switch up the content, you know, maybe you don't like the first three. You know? I'm gonna give you one more I'm just as an email reader, that is not professional advice. That is just if I'm on your contact list, keep that in mind. Keep it fresh. Keep it fresh. Go find Natalie's contact criteria specifically, and let me pull her up. Updated's no more than three emails. Thank you. Let me find my LinkedIn so I can share it. Alright, y'all. Well, y'all, that is all the time we've got today. And most importantly, we wanna thank our amazing presenters, our amazing experts, Natalie Lynch and Julia Ritter, for being here today. Obviously, Natalie has, taken the forward approach, and she has posted her LinkedIn and so has Julia in the chat. If you guys wanna follow along with anything that they're doing else in the email world, make sure you follow them along. Natalie, Julia, last closing statements. Natalie, I'll let you go ahead first. I was clapping because I thought you're gonna thank support, not for myself. I just wanna clarify that. I thought you were gonna thank support, and I started clapping. And then you were like, the prisoners. And I was like, well, that was a bad look. But thank you for joining us. We love we love having you. That's all. Tell us more of what you wanna see at Email Academy. That's my final note. And thank you for your support. Exactly. And if you do wanna be a a, email, if you wanna have your case study, possibly be featured with us, let us know. Let us know. And, also, thank you to our maiden support team, and also Chloe for helping us out today in the chat and questions. So thank you all so much. But we gotta get back to work and, get back to our busy days. So Natalie, Julia, and I are gonna wave goodbye, and we will see all of you very soon. Oh, also, there's gonna be a European Accessibility Act email, webinar that's gonna be coming up very soon. If you have any questions on that matter, please stay tuned in your inboxes. That's gonna be a joint webinar for Mailgun and Mailjet because it covers both of our sides of the house. So we wanna make sure you are informed about that. Also, make sure you watch and listen, Email's Not Dead, featured on YouTube now. You can watch and listen to that podcast as well. And we talked about EAA as well. So alright, ladies and gentlemen. We will June 3. Right, Thomas? June third? Correct? June 3. And you'll be joining me and some more amazing people that we've got working for us. So excited excited. But alright, ladies and gentlemen. All good and see you down the line. Hope you have a great rest of your day, and we will see you very soon for another email academy. Take care. Bye.