In this blog I’m going to explain what tags are and show you some of the different ways they can be used in Infusionsoft, and Keap by Infusionsoft.
The main difference between Infusionsoft, and Keap by Infusionsoft, is that Infusionsoft and Keap by Infusionsoft store all of your contacts centrally, which means that they can all be segmented by tags, rather than other marketing platforms which store your contacts as lists. This is really awesome because you can uniquely target your contacts according to their behaviour.
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Tags are one of the most powerful segmentation tools in Infusionsoft.
Tags segment your contacts into very specific lists so that you can send more targeted marketing messages to those contacts, and this is what makes Infusionsoft, and Keap by Infusionsoft stand head and shoulders above other marketing platforms.
Tags are marketing labels that are applied to contact records. They are preferences or behaviours about your customers that you can predict.
For example, if someone contacts you through your website and indicates they are interested in a house in a rural area, you now know two things about them that will help you determine what emails you send them
You can assign multiple tags to every contact,so if you only want to send an email to people interested in houses with two bedrooms or houses with a garage, you can easily send an email only to those contacts.
It’s called segmentation, and it’s crucial to an effective email marketing strategy.
Read more about segmentation here.
Now let’s move on to how to create tags, and manually apply them to a contact record. This is a slightly different process in Infusionsoft, than in Keap by Infusionsoft, so I’ll show you how to in both 🙂
For the sake of good housekeeping - always name your tags according to their function, and be sure to put them in a relevant tag category. This will save you a lot of time and effort when it comes to searching for them.
Next I’m going to move on to tag applied goals.
This is where you can use tags to pull someone out of a specific part of a campaign sequence, and add them into a different sequence.
For example, say you have created a campaign to try to get people to book a call with you, and you are going to send three emails inviting them. If someone clicks to book a call in your first email, then you don’t want them to receive the next two - that’s bad marketing!
So we , apply a tag to the URL link click, and then use that tag in a tag applied goal to pull out everyone who clicks that link. Simple as.
Just be sure to apply the same tag in both the tag goal, and on the link click. And make sure you apply the tag to the links in all three email invites.
Once the contact has clicked on one of the three emails in SQ1, they will automatically get pulled out of that sequence, and put straight into SQ2 where they will receive a Thank You email.
Watch my short video below to show this in action. This is the same for both Infusionsoft, and Keap by infusionsoft.
To use a tag to start a campaign is pretty simple. You’d create a tag applied goal at the beginning of your campaign. When you have finished the set up of your campaign, and published it, all you need to do is apply that tag to everyone who you would like to go into that campaign.
Make sure you name your tag according to the function it’s going to do. Ie. “Add to Blog Test Email Campaign”. This way you know that as soon as that tag is applied to a contact record, then they are going to get added to a campaign.
I find the best practice for these types of tag which are going to perform an action, is to always put them in a “trigger tag” category. Again this will remind you that applying this tag is going to trigger an action.
Here are a couple of screenshots explaining how to do this
Create your trigger tag and apply to the front of your campaign using a tag goal.
2. Make sure you publish your campaign BEFORE applying the tag to any contact records. Search for the contacts you’d like to add, hit the tags tab and apply the trigger tag you’ve created to start your campaign
As soon as you hit apply, then that contact will be added to your campaign.
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Most people know that tags can be used to start a campaign, but using them to stop a campaign is a function which seems to be used less often.
Here’s an example of why you may want to stop a whole campaign for someone:
You have a series of different campaigns running, but a certain contact wants to opt out of one campaign, but wants to keep receiving emails from another campaign, so unsubscribing completely will not work in this scenario. This is where we create a tag goal to pull someone out of a certain campaign, but keep them receiving emails in others.
Again, make sure you name your tag accordingly. The tag I’ve used here is :
Opt outs>Stop Mel’s email tips campaign
What we would do here is pretty much the same as how we pull someone out of a campaign sequence, but instead of putting the tag applied goal mid way through the campaign, we would put it right at the end of a campaign, making sure that any “bucket sequences” are connected to the tag applied goal.
NB. Bucket sequences are sequences in a campaign where contacts can go no further, or if they are in an “If this, then that” scenario. In my video below, you will see that all bucket sequences are connected to the stop goal
We obviously need a link to apply the tag to. This link text is totally customisable, and would usually be put at the bottom of your emails, just above your unsubscribe footer.
Unsubscribe from Mel’s email tips (This link can be redirected to a simple Thank You page)
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In the video below you will see that all “Bucket sequences” are connected to the stop goal.
So there we have an overview of just some of the tagging functions in Infusionsoft and Keap by Infusionsoft.
Look out for part 2 in a couple of weeks where I’ll be covering:
Applying/Removing tags within a campaign sequence
Using tags to configure decision diamonds
Using tags to move contacts to a broadcast/newsletter list