Erin Kelly [00:00:00]:
All right, let's talk about one of my favorite subjects, and that is conditional content, also known as dynamic content and emails. So the question that I'm answering in this episode is how to personalize your emails so they're relevant to people who've purchased and relevant to people who haven't purchased. And this is definitely one of those things where I cannot imagine going back to a life where I was not including conditional content in my emails. And again, depending on what email tool that you're using, they might not have this feature or they might call it dynamic content. And so I'm going to explain what that is. Basically, it is the ability to include a block of text in your emails that people only see if they have a certain tag or a certain characteristic. So it kind of depends on what you're trying to filter for and it depends on your particular email tool. Like activecampaign, which is what we use, has a lot of different options in terms of the conditional metrics, like who I'm showing it to or who I'm not showing it to.

Erin Kelly [00:00:57]:
And so depending on what email totally you're using, you might not have as many options, but I think most of them are very tag based where it's like if they have this tag, show them this message and then you can have another conditional content block that's like if they don't have this tag, show them this. Right. And it is really powerful to be sending emails that are going to be helpful and either really sales minded or very value minded for both in one email. So you can be touching base with people who have already bought something and people who haven't bought something in one email. And so it's really, really powerful. I use conditional content blocks in every single email that I send. Some emails get a little ridiculous, like when our access lifetime first was released and it was our first hundred, we had a very special discount, and our first 30, we actually had an additional bonus. And so I was pushing it pretty heavily to our email list and we have people on a bunch of different plans and so I needed to make sure that I was showing the right content and the right checkout link to the people that fell under different criteria.

Erin Kelly [00:02:05]:
So did they have a certain lifetime plan, legacy lifetime plan already? They got a certain checkout link where the discount was prorated into the link. Were they on an annual plan? Were they on one of our smaller legacy lifetime plans? There was, what did I count? Like 23 or something? Ridiculous conditional content blocks in one of my emails. Like it was ridiculous. You probably won't get there, but maybe you will, and it is just really powerful. So in the context of optimizing your offer and getting your offer in front of more people, what I want you to be thinking about with conditional content is the ability to send an email to your email list where you are promoting something that you already have been selling and sharing it with people who haven't purchased, and then also having messaging in that email for people who have already purchased but might want something else from you. So obviously what you could do is for the people who have already the conditional content, for the people who have already purchased the thing, you could just remind them that they have access to it. And I've certainly done that in the past. You don't have to layer on additional purchase opportunities, but it does give you the opportunity to do that.

Erin Kelly [00:03:17]:
And so let's say, for example, you are optimizing a course that you've had for sale for the last six months, and let's say maybe like 50 people have purchased it over time. What you could do is you could have a subject line on your email because you're like, okay, this is the offer that I'm going to optimize. I want to get more sales on this. And I'm going to add, the other way that I'm going to optimize it is I'm going to add a special one to one access to me call or an audit, or like an asynchronous audit or like 30 minutes voxer access, whatever you want to do. There's like a bajillion different ways that you could do this, but you're adding something that wasn't there before to that offer as an upsell or an order bump, depending on how you want to structure it. And so you want to be able to send an email that is relevant to all parties, people who have purchased and people who haven't. So I would say the subject line is around the subject of whatever the course teaches. And the first part of the email is everyone's going to see it and it's going to be like, did you know it could be like busting a myth, right? It could be like people think X, but Y is really the truth.

Erin Kelly [00:04:27]:
And then the body of the email, that's probably a little bit long for a subject line, but you could have used the preview text too. And then in the top part of the email it could be like, it is a really common thing that people think that X is true for and whatever the topic is. Right. But what I have found after. And you can do some credibility here around how long you've been teaching around this, or how much expertise you have, or how many people that you've worked with or whatever. I have seen that the opposite is true. And then you could have a conditional content block that is for people who haven't purchased the course. And you can be like, my course name walks you through exactly how to get these types of results and you can get through it in x amount of time.

Erin Kelly [00:05:12]:
Super easy to consume. Definitely throw in all those types of things, right? Like your basic sales, messaging, and then have the link to the product. And then you could have a conditional content block that is only shown to people who have already purchased it. That's like, hey, you already have access to my course that helps you around X, Y and Z, and this is what you get inside of it. But I just wanted to let you know that I have added this new supportive resort or this new supportive option, and if you buy in the next five days or 48 hours or whatever, you want that urgency to be, and you don't have to do urgency, but urgency definitely sells that. I'll give you an extra 10% off or 50% off or $50 off or whatever it looks like, right? Or however you want to structure that. And again, you don't have to do any urgency. You could totally just say, I added this extra support and this is how it could help you if you want to just pop back into the course and go through it again on your own.

Erin Kelly [00:06:15]:
Here's the link. And so in member vault we have something called a one click link. And you grab that inside of the gear icon next to the product. Definitely use one click links. So helpful for people who already have access to the product because they can just click on it and it pops them right into the product. They don't have to log in. So definitely use that for the conditional content of the people who already have access to the thing. And then another little tricky trick is if you are using the payment options or the purchase options, I forget exactly what we call it on the product to add that additional supportive option.

Erin Kelly [00:06:52]:
So let's say purchase option a is just the course, and then purchase option b is the course plus 30 minutes of Voxer access, right? And then in the actions of that product, what you can do is you say if they buy option a, just the course, like tag them with this. And then another action. If they buy purchase option b with the Voxer access, add the course tag, but also add this voxer access tag and maybe send you a notification or whatever, right? And you can trigger an email in your email tool that's like, hey, here's how you get the additional access that you just purchased. So that's great for the people who have not purchased the course and that are going to be interested in that. But if someone has already purchased the course, you're going to be like, I want to tell them that I just added this new supportive option for them, but they've already bought the course, so I can't send them to the course checkout page because they already have access to it. And so that's why we released our offer feature is so that you can create an offer really quickly. And I've done this for order bumps and upsells as well, where I don't spend a bunch of time on it and it still converts really well, where you're just like one to one voxer access, 30 minutes is like the name of the offer. And then just like bare bones what's included and why it's going to be helpful.

Erin Kelly [00:08:21]:
And then there's the price. And so what you can do for the people who already have access to the course and you're doing the conditional content for them, you just say like, hey, you already have access to this. Give them the one click for their course access and they'd be like, and if you want to buy this additional support that's going to help you with X, Y and Z, it's going to be really valuable because of X and Z. Here's the link, and then do the link to the offer and they can purchase it. And of course in the offer you would set up the action for the tag for the voxer to trigger that voxer email. So there is my highly technical walkthrough. Hopefully you were able to follow it. If you open up your member vault and click through as you're listening to this, it'll probably make a lot more sense if you're not immediately comfortable with it.

Erin Kelly [00:09:04]:
But that is definitely one of the most powerful things is the ability to send one email that can be relevant to highly different specific segments of your list, and you can either nurture them. So just be like, hey, you already have access to this, or you can be like, hey, you already have access to this. But I also have this other thing. And so I think that's an opportunity that a lot of us miss is that, and here's this other thing that you can take part in. And I'm going to do more episodes around things that you can do because I've done so many things over the years in terms of Voxer access, email inbox access. Obviously you can do calls. I hate calls. I don't like having stuff on my calendar, so I try not to do that kind of thing.

Erin Kelly [00:09:51]:
I've done loom audits, I've done feedbacks where they literally just give me their member vault link and the thing that they want to work on the most, and I've sent them an email with like a checklist. People really like those, and they're pretty quick for me to throw together. So there's so many different ways that you can add more support, and it could even be like a live workshop or whatever. I digress. I'm not going to go into all the different options. I'll do another episode around like good upsells and order bumps. Bye.