Erin Kelly [00:00:00]:
It's okay. This last bonus episode for at least right now is going to be about conditional content, which is also known as dynamic content, depending on what email tool that you're using. So conditional or dynamic content is the ability to, in one email, show different messages depending on different criteria. So for example, in my conditional content blocks, I frequently will show. So I'll have the email mostly written out, right? There's like the top of the email is the same for everyone and the bottom of the email is the same for everyone. And the middle of the email I'll have a conditional content block that shows for people who have the tag that they purchased a certain thing, and then I'll have a conditional content block for people who have not purchased the thing. That's just like the basic, right. You can get way more dialed in.

Erin Kelly [00:00:49]:
You can be like, okay, they bought this thing and they don't have this other tag. And that's one of the things that member vault is really powerful in, is that you can tag people based on what they've completed in your product. So you can tag them if they've completed quiz questions, if they have answered a quiz question a certain way, like a multiple choice quiz question, you can tag them if they've completed the module. You can tag them if they've completed the product. And so you can actually say, let's say this is a nurture email and a nurture and sales email to your list about this product, this course that you have. And so you could have one conditional content block for people who have purchased it and have not completed it yet. Then you could have another conditional content block, that is for people who have purchased it and have completed it. And then you could have a conditional content block for people who have not purchased it.

Erin Kelly [00:01:37]:
And so in activecampaign, it's really easy. You just have the content block and you click the little gear icon and it says one of the options is make conditional. And then they have a bunch of different options that you can do. So it's like tag exists, tag doesn't exist. That's like one of the really common ones. We also have a bunch of custom fields, and so I often am using custom fields for that. But there's a bunch of different options depending on what email tool you're using. You may or may not have that much flexibility or that it's not that easy.

Erin Kelly [00:02:08]:
So for example, sorry, my heater just turned on. So in convertkit, they also have conditional content, but you actually have to write the code yourself so you can make it really dialed in, but only if you're comfortable writing really complex code strings. But it's pretty easy for just like this tag exists and this tag doesn't exist type content. So depending on your email tool, it might be conditional content, it might be dynamic content, they might not have it. And in which case I would look for another email tool unless you absolutely love it just because it is so, so powerful. So I know that activecampaign, convertkit, mailchimp, Mailerlite, they all have conditional or dynamic content. If you're not sure if your email tool does, you can just google the name of the email tool and then conditional content. And even if they call it something differently different, it should pull up a help article of some kind or something promotional on their website to tell you whether they do it or not.

Erin Kelly [00:03:05]:
And of course you can also just reach out to the customer support for your email tool and ask them if they do it. So it is such a game changer. It will streamline your email. Sending it will make your emails way more personalized, which increases conversions and engagement. It just opens up a whole nother door in terms of nurturing and increasing lifetime value for your buyers because you can customize. So for example, let me finish that thought. You can customize the types of sales messages you give them. So for example, what I was saying where with member vault you can tag whether they've completed the product or not.

Erin Kelly [00:03:42]:
So in the case of, let's say a course, you could have conditional content. Let's say you're like, I want to resurface this course to my email list. Maybe you added a new bonus episode or something, right? And so you send an email to your list and you're like, hey, did you know I even have this? Right? And I'm not saying that this is the copy that you would use. So this is totally off the cuff. But hey, I just added this new bonus episode to my course. Did you know that I had it? It helps you do X, Y and Z and this is the outcome that you can expect. This is how was delivered. Is this the price point? Here's some testimonials, blah blah blah, right? Some of that stuff you would want to make sure that you put in conditional content because it doesn't matter to someone necessarily to see testimonials if they've already bought the thing.

Erin Kelly [00:04:24]:
I would say that testimonials can be helpful for someone who hasn't finished the course because it can kind of remind them why they bought it, right? But especially for the people who have bought it and completed it. What you could do is you could have a conditional content block where it's like, yeah, I know you already have this, so you might be wondering why you're getting this email, but I wanted to resurface that you have access to it and give them the link. And that's another thing that member vault does really well is we have something called a one click link, and so you can use that for the course and it'll just automatically log them in and take them right to the course. There's like none of that login fiasco. So in that conditional content block for the person who bought the course and finished it, you could say, I know you already have access to this. And the reason why you're getting this email is I wanted you to know that I just released this new episode. You already have access to it. Here it is because you can do one clicks into a product at the product level, at the module level, and at the lesson level.

Erin Kelly [00:05:15]:
And so you can be like, just boom, go right here. And then you can also say like, I know you already finished it. This is a really great next step for you. And you can even dial that in and make sure that they don't have access to that thing, right? Or maybe it's like a supportive thing that voxer access to you or something like that, where they might want to buy that repeatedly. So they might already have bought Voxer access from you in the past, but they might want to buy it again. So you could put that kind of sales message in there where you're increasing the lifetime value of that person, where they've spent more money with you, they've bought more than one thing with you, right? And so that's really powerful. And then you could have a conditional content block for the person who bought the course but hasn't finished it and be like, hey, I know you bought this and you haven't finished it yet. Just a reminder, this is what's so powerful about this course and why you were probably really excited to get it.

Erin Kelly [00:06:04]:
And now you have this other bonus episode. I recommend doing this first. And then for the people who don't have access to the course that haven't purchased it, you could have like a completely, they probably don't know anything about the course sales message. And so you can really, really customize. That's one email that is hitting three different segments totally differently. And it's just really powerful in terms of spending less time on your emails, making them more personal, which increases your conversions and it increases how people are feeling about your emails and how they're feeling about working with you as a business owner. All of these things. And there's unlimited.

Erin Kelly [00:06:37]:
Like, you can add as many conditional content blocks as you want and so you can have very dialed in asks and requests where you're like, hey, now that you've bought this, you can share it or you can sign up for my affiliate program for this. Maybe you only let people who have purchased things from you sign up for your affiliate program. So you could promote your affiliate program to the people who've purchased and mention it. Maybe for the people who haven't bought, or maybe don't mention that part at all, right? Because it's not really relevant to them and so you really want to keep it focused on just that they should buy the course. And so it really does add so much potential for layering in your emails without you having to send multiple emails. The only time when I don't use conditional content is when I want the subject line to be very specific because you can't, at least with activecampaign you can't make the subject lines conditional. And so that does limit you just a little bit. But most of the time I would say like 80% of the time I'm sending one email to our entire list.

Erin Kelly [00:07:40]:
But it's like super dialed in and personalized based on their particular circumstances and their particular tags and custom fields and everything. So, so powerful. I highly recommend giving it a try. And I would start with the very simple like Dave, purchase this thing or they haven't purchased this thing. And you can get more complicated down the road when you're more comfortable.

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